What Yasong says about the programme
Name: Yasong Chen
Age: 23
Nationality: China
Tell us about your educational and/or professional background.
I got my bachelor’s degree on Public Relations and advertising at United International College (Zhuhai, China) in 2024, which has equipped me with knowledge of communication and the importance of strategic communication in business. During the final year of my bachelor's degree, I participated in an exchange program at Willamette University (U.S.), which significantly enhanced my understanding of politics and economics. Additionally, I have completed two internships in the media industry, which provided me with valuable insights into new digital media, underscored the significance of diverse communication channels, and sharpened my focus on consumer psychology.
Why did you choose Lund University and the Master's Programme in Strategic Communication?
After my 4-year steps in the digital media and advertising area, I deeply realized that even though many organisations are doing CSR or focusing on social issues, they are not really caring about how to fix the problem but are rather interested in the profits. That made me want to get involved in a master's programme in strategic communication, which I believe will inspire me to use business strategies and media to address basic problems of human society, contributing to a more sustainable and equitable world. The MSc in strategic communication at Lund University is a world-famous programme that is well-structured with research and theories while combining practical case discussion and critical thinking about society as well. All these reasons made me apply to Lund University.
What is the best thing about your program so far?
I admire the cultural diversity and critical discussions in the programme. We are surrounded by individuals from a wide range of backgrounds and religious and cultural beliefs, which is what makes it so remarkable. These diverse perspectives, when combined, have the power to transform our minds and the world. I have gained a deeper understanding of challenging situations faced by others and have started contemplating how to devise a strategy that can inspire not only businesses but also individuals in daily life to care about the global situation and collaborate. This experience has truly enlightened me about the true essence of strategic communication, making me believe that we as an individual are really of great importance and having the power to make a better community.
What is it like to live and study in Sweden?
People are more friendly than you might think. In the daily life, local people help me with language and solving the daily life problems, while what they have done towards sustainability is also quite impressive. Furthermore, the Swedish students have been instrumental in guiding me into the realm of academics. They are focused and rigorous in their study habits, and they are not afraid to express their diverse opinions and engage in discussions with others. I firmly believe that Sweden is an ideal country for scholars!
What are the biggest differences between this programme and your undergraduate programme?
As mentioned above, this Master’s programme dives into the theories and social aspects, while my undergraduate programme tends to teach us more about the fundamentals of communication and then focuses more on practical teaching on social media and business. I do think this Master’s programme will be a fantastic contribution to my thoughts and views towards human society and the ability to engage in critical and deep thinking.
Besides the studies, are you engaged in any other activities at LU?
I am the class representative of our programme, which gives me a chance to communicate and understand the thoughts of different people. Also, I join the MiH student club in Lund University, which is helping me to get in touch with companies and know about how people in Sweden think about profits and society. I also actively participate in the activities of the mentor programme, which really help me make friends and get to know about what other students outside our programme are facing with as well as how they are going to solve it. Overall, every activity I have participated in at LU has greatly aided me in becoming a part of this campus, enriching my understanding, and strengthening my bonds with those around me.
Do you have any favorite places in Helsingborg?
I would recommend the plaza located in front of the Aldo supermarket. You can sit on the plaza and observe people feeding the birds, while also enjoying the sunshine and the gentle breeze. It is super comfortable and a good way to relax when it is good weather!
What are your plans for the future?
I am trying to be a communicator who can bring opinions about social issues into decision-making teams in organisations. In the short term, I will make every effort to learn about research methods, which are actually my areas of weakness. However, in the long term, I aspire to pursue a PhD degree or become a specialist in strategic communication within organizations. Whatever path I choose, I hope that the knowledge I gain will positively impact society and foster a more inclusive community for all. My focus is always about humans and society; what I do should be human-based all the time.