Hu Yirong is a professor at the College of Literature and Journalism, Sichuan University, and a director of the Institute of Semiotics and Media Studies (ISMS). He serves as the executive vice president of the Chinese Association for Semiotics and Cultural Communication and as editor-in-chief of the journal Signs & Media, the Chinese Semiotics Series, and the Communication Semiotics Translation Series. His main academic interests are in semiotics, cross-cultural communication, and brand strategy. He has been a visiting researcher at the Department of Language and Literature, Lund University, Sweden. Additionally, he helped to organize and chaired a roundtable at the 15th World Congress of Semiotics. He has published eight monographs, including Media Semiotics, Cultural Communication Semiotics, and a Dictionary of Semiotics and Media Studies, and has authored over 60 research papers in the field.