Yue Li is researching how to integrate traditional Chinese shadow play into contemporary advertising using new media. Their methodology includes mind mapping research topics, reviewing literature for inspiration, conducting ethnographic research on relevant cultural groups, finding analogous cases, developing a hypothesis, experiment testing, results interpretation, and practical application refinement. The goal is to help audiences understand how to incorporate traditional folk art with digital platforms and better use new technology to interact with folk art.

1. Directed Research Student: Yue Li Prof.: Tom Klinkowstein
THESIS TOPIC
&
RESEARCH METHODOLOGY

2. Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

3. Topic: I am studying the different ways of using
shadow play in contemporary advertising
communication.
Question: Because I want to find out how to
integrate traditional Chinese Drama with the new
media
Conceptual Significance: In order to help audience
understand how to incorporate traditional folk art
with digital platform.
Potential Practical Application: So that audience
can better use new technology interact with
traditional folk art.
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

4. Not all the traditional fork art can integrate with new
media, just some with specific artistic expression can
adapt to digital platform.
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

5. Write down all the interest point, see how
they can branch out, in order to find new
potential research directions
1. Mindmap
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

6. Review related professional literature, find
inspirations and get a general research
direction
2. Inspirations
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

7. Do research on the cultural group related to
the topic, explore their ritual behavior and
find their cultural phenomena, raise
questions.
3. Ethnographic Research
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

8. 4. Analogous Cases
Find analogous cases and capture
unexpected insights
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

9. 5. Hypothesis
Make a prediction based on the research
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

10. 6. Experiments
Test the hypothesis with experiments
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

11. 7. Interpretation
Analysis results and recognize a persistent
pattern
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis

12. 8. Practical Application
Refine the pattern, find a practical way to
produce it
Directed Research Student: Yue Li Professor: Tom Klinkowstein
Research MethodologyShadow Play Hypothesis