CT#30

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welcome Have you wished to be in several places at one time? Once the domain of the daydreamers or crystal ball-gazers, new technology developed by CityU researchers could, quite literally, change the way you look at the world. The new WeZOOM system offers 3G phone users a chance to control up to six remote cameras anywhere in the world, for display on their phone’s screen. You control the access, the vantage point and the angle – all from the palm of your hand. The technology is eye-opening and the possibilities dazzling – yet, for the user, it is beautifully simple to operate. Turning CityU Today’s ďŹ nely tuned powers of observation inwards, we move from watching to being watched. As you read this magazine, every icker, blink and shift of your eye reveals a small piece of the puzzle in how we consume our media. Knowing the amount of time readers linger on an image is invaluable information to advertisers and content providers. Research being conducted at CityU on the tracking of eye movements provides an insightful look at how we read and what catches and keeps our attention. Now, allow us to catch and keep your attention with the latest edition of CityU Today.

á?ĽÎ´â€ŤŘżâ€ŹŕŹŠË¤É ŕŠ’áŒ™Ę—Ó¸Ëœ୺ɞཟeĐ‘É–์ ѴજÎƒČšŕŁ‚ŕś‚Ę—Ó¸Îˆŕ­ŽjΕ੣‍ڊ‏cĐ&#x;É ŕ¸œ নŕĽ?ŕŽ›Ü°ŕł•Í‰Ë€ŕž’ֶॠ໷ੱŕş?eɺ༦‍ے‏ɣ ŕŻ–ŕ¸“â€ŤŢ˘â€Źŕł•â€ŤŢŤŘżâ€ŹŇŒâ€ŤÚłâ€ŹÓˇËžáœ‘ŕž’ࡹΚभcĘ˜Ę˜ ྡྷྡྷŇ?á›°Ňˆŕ ¨ŕž§Ë–â€ŤŘ’Â˜ŢœÂ—ŘżŢˆâ€Źe ŕŽ›á€­:H=220ӡ଻˿ᜑ *ʚዀԚّ͂Ⴍ ઠÎ›ŕź Ę’஫ŕŽ‰ສÎ•Ë–â€ŤŢˆâ€ŹÎˆÎ”â€ŤŘżâ€Źá™˜á?Łá—‚á?žc ÔŽŇ?ᙘá?Łâ€ŤŘżâ€ŹŕąĄŕ˝Ťŕś¨ŕŚşÔˇĘšá‹€â€Ťŕž­ŰŽâ€ŹÉ?eᙘá?Ł ๥ཌྷ‍ؿ‏ႊ‍ٜ‏՗ᗂá?žâ€ŤŘżâ€Źá”?৽á€žÎ•Â—ŕą Â˜ઠɞ ÉťeŕŽ›ŕś–ŕ¸“ŢŤŇŒÉşĐŽáœ‘Ňˆŕ ¨ÉŁŕś€ଡâ€ŤŢˆâ€ŹĎ¤Ë˜ ᓯ௰‍͂מ‏cŕł•ŕ˘„á…śÉˆಲᆯe Ëłá–“ŕş’ŕľ‹â€ŤŰ’Řżâ€ŹÉŁŢŤŇŒÉşĐŽáˆ?Ę€Ňˆŕ ¨á„¤â€ŤŘżŘ&#x;‏ ഼யcÉ–á„ˆâ€Ťŕž§Ů˝â€ŹĎŹÉŻâ€ŤŘżâ€Źá?ƒ໬e̯๨Â?ĘŒË€ ‍ے‏ɣÂ?ʾኒ᚞ّ੣áœŽŕžŚŮ‘ŕ¸ŽӸȚᛰΚ‍୽ݯ‏ áœŽŕžŚŮ‘e ๫Ňˆŕ ¨á‰‡ášžŕŽ›ĚŻá”ľá‚ŒŕŁ‚cŇ°á”?৽ȚÉŽଡŕŹˆ Ő—ҰयȚÉŽଡÍŠc஭஦áš‰ŕ ‡߬঩ࢠe‍ے‏ ɣৠá”™ଡŕŹˆଫ৽â€ŤŢ˘Řżâ€ŹÓ á”„á ´ŕś‘ŕŽ›Ężŕ ?â€ŤŘżâ€Źŕź… ࢿc૯Ƀ஦഼ášžŮ‘á‰‡ášžŕ­ŒŕžťŐ—৹Υe᚞ّ â€ŤŘżâ€Źŕ´źá‡ƒŐ‡Ôˇâ€ŤŢ…â€Źáƒ¤ĐźĘľŐ—Î•ŕĄšŕ°?ŕž‡ཌྷÉ?৤቙ ΛɔcྦྷᄤК՗ᇠá?Žਿพ஭ܰŕ ‡ߏ‍ؿ‏਄ϣ ŕź…ࢿeŕŹŠÎ•ŕŽ›Ô’á—¸ŕľ”â€ŤŘżâ€Źŕź…঩á?˘á€ˇŇąÉžËż ੡ȿe ĐŽá—™ŕŽ›Ț๨Â?ĘŒË€â€ŤŰ’â€ŹÉŁÂ?༜ਪПʾŐ—ŕ¤œĎž Đ‘â€ŤŘżâ€ŹŕŹĄŕŹˆe

Shih-ying Tan á–­Ë–ßœ `ÂˆĂŒÂœĂ€Â‡ÂˆÂ˜Â‡ …ˆivĂŠá?˘á‡ á?Ž

contents (GLWRU LQ &KLHI 6KLK \LQJ 7DQ á?˘á‡ á?Ž á–­Ë–ßœ U 0DQDJLQJ (GLWRU /RQJJHQ &KHQ ϡ‍ܧ‏ᇠá?Ž ஹáŽ˜ŕŁ“ UĂŠ([HFXWLYH (GLWRU (OOHQ &KDQ ਨϡᇠá?Ž ŕŽšŕ ĄŕŚŽ UĂŠ(QJOLVK (GLWRU &UDLJ )UDQFLV ßœĘźá‡ á?Ž ŕŻ?ɞቀ UĂŠ'HVLJQ DQG 3URGXFWLRQ &RPPXQLFDWLRQV 3XEOLF 5HODWLRQV 2IILFH DQG 3L[HOV *UDSKLFV /LPLWHG ŕŽ‰ߎʼႇĐ? ඨ঩ʥĘ”á—?ŕ­Ždá’¨ÉĽŕŽ‰ߎ Ď„ŕ ‰Ę”Ě‡

CityU TodayĂŠÂˆĂƒĂŠÂŤĂ•LÂ?ÂˆĂƒÂ…i`ĂŠĂƒÂˆĂ?ĂŠĂŒÂˆÂ“iĂƒĂŠ>ĂŠĂži>ÀÊLÞÊ ÂˆĂŒĂžĂŠ1Â˜ÂˆĂ›iĂ€ĂƒÂˆĂŒĂžĂŠ ÂœvĂŠ œ˜}ĂŠ œ˜}°ĂŠ/Â…iĂŠÂ“ÂˆĂƒĂƒÂˆÂœÂ˜ĂŠÂœvĂŠĂŒÂ…iʓ>}>∘iĂŠÂˆĂƒĂŠĂŒÂœĂŠÂˆÂ˜vÂœĂ€Â“ĂŠĂŒÂ…iĂŠ 1Â˜ÂˆĂ›iĂ€ĂƒÂˆĂŒĂž½ĂƒĂŠĂƒĂŒ>ÂŽiÂ…ÂœÂ?`iĂ€ĂƒĂŠ>Ă€ÂœĂ•Â˜`ĂŠĂŒÂ…iĂŠĂœÂœĂ€Â?`ĂŠÂœvĂŠ1Â˜ÂˆĂ›iĂ€ĂƒÂˆĂŒĂžĂŠÂˆĂƒĂƒĂ•iĂƒ]ĂŠ ÂŤiÂœÂŤÂ?i]ĂŠ>VĂŒÂˆĂ›ÂˆĂŒÂˆiĂƒĂŠ>˜`ĂŠ>V…ˆiĂ›i“iÂ˜ĂŒĂƒ° Â?ĘŒË€â€ŤŰ’â€ŹÉŁÂ?Ұιʒ๨cÎżÎ•ŕ°‚áŠ’ŕ —ŕ˛‹â€ŤĚ&#x;ے‏ɣáŠ?ΕઠáŠ?dâ€ŤŢ˘â€ŹÓ ĘĽ Ě”ঢ়ೕࢄÉ?‍ؿ‏௖ณ৽Ήe

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CityU bestows honorary fellowships upon six proud supporters ‫ے‬ɣੀཕ઒࿘ᙷ৑ɡʀʒϽ ௑ˮɁɡ

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Sports team celebrates consecutive grand slams ‫ے‬ɣᔊᐲɣਿ᛽өᑩӘɤɥ ྆᛽ᐢ‫߶ڥ‬ Public management honour reveals changing business landscape ነّʔͳဳଉ‫ޢ‬Ӡ్͐ਆพ ᏷ྊᛰሰ

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CityU launches HK’s first high-definition student TV station ‫ے‬ɣઐˮࠗಋࠖ࠯ঢ়૜ᅕᆦ ነ́ཋ഼̎ Senior mainland judges receive training at CityU ‫ے‬ɣɻਝঢ়ज़ؒւ‫࠳ޢ‬ऒ‫ڔ‬ ൬ԭΔ̇ؒೕࢄ՗ؒነ͚‫ݚ‬

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World converges on CityU for economics and finance symposium ਝ჌ടΊነّමၙ‫ے‬ɣ਄˱ ຤Ꮬʥ‫ټ‬ጪ‫ޢ‬দผ

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news

Business leader offers supply chain management tips ਆ‫ވ‬ე୿࿑ᇹ‫ݚذ‬՗ԜᎶᗆ Ϸพဳଉʶ੡ First-ever technology transfer forum in Shenzhen Ҍ୺ᔝଫሃኋࠖωΕ૯Γᐾፒ CityU hosts International Conference on World Literature and Culture ‫ے‬ɣᐾፒ˖‫ވ‬ʼነၤʼʝਝ ჌‫ޢ‬দผ

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Zooming into a new communication age ஝঩ณ˖ˤ ‫ٶ‬Ε‫ۆ‬ʯ

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Making the right moves Зѫ၀̝‫ؿ‬ೕࢄ೪଑

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Photo essay ྇ː‫ܨ‬ԑ

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Eye-catching technology knows what we see ুᔙ഼ᇃ‫ؿ‬ነਐ

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From gown to town ්࣎ͅԷ‫م‬ผ

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Straight from the heart ‫ے‬ɣɁႍ

columns

Milestone anniversary a cause for celebration Ⴚᐊ࣎ᄪ‫৽ݠ‬

features

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‫ے‬ɣ৽ྸ ‫ے‬ ‫ے‬ɣ ɣ৽ ৽ྸ ྸ

news

0LOHVWRQH DQQLYHUVDU\ D FDXVH IRU FHOHEUDWLRQ Ⴚᐊ࣎ᄪ‫৽ݠ‬ As CityU glides past the midway point of the 25th Anniversary celebratory programme, more outstanding events still lie ahead. ‫ے‬ɣ ՚α࣎ᄪ‫৽ݠ‬൬Ϸ੡ΣˌΣ୫cɎ˸αᘗᙩᘆɐҡΛ၀੟‫৽ݠؿ‬e

Month ˂ͫ

Programme ‫৽ݠ‬Ίီ

16/06/2009

Science for the Future: A World-class Summit “Frontiers in Bioscience: Learning and Memory” ሃޫነd௚̰Ԟ ˖‫ވ‬ज़ነ୺ࢋผ z ́՜ޫነ‫؜ک‬iነୌၤতኙ

09/2009

Publication of CityU History Book and Photo Album ‫ے‬ɣዃ̌࣊˫ʥ྇˫ˮ‫خ‬

19/09/2009

Silver Jubilee Reunion: Ocean Park Night Ⴚᐊᄪ྆෋iࣵ‫ݗ‬ʔ්ɾէ

22-23/10/2009

Science for the Future: A World-class Summit “Where is Science Going in the 21st Century?” ሃޫነd௚̰Ԟ ˖‫ވ‬ज़ነ୺ࢋผ z ˖޵ޫነೕࢄᑭබ

31/10/2009

Anniversary Concert ࣎ᄪࠑᅥผ

5-6/11/2009

Science for the Future: A World-class Summit “Energy and Environment: Crisis, Opportunities and Challenges” ሃޫነd௚̰Ԟ ˖‫ވ‬ज़ነ୺ࢋผ z ॶ฻ၤ᏷ྊi΀ዀdዀ༤ၤ‫ܥ‬ኝ

6/12/2009

Anniversary Banquet ࣎ᄪયࡽ

14-15/12/2009

Science for the Future: A World-class Summit “Engineering Science and Technology: Trends and Frontiers” ሃޫነd௚̰Ԟ ˖‫ވ‬ज़ነ୺ࢋผ z ɮೡೕࢄᑭබ՗‫ޚ‬ᗐ‫؜ک‬Ҍ୺

Details of the programme can be found at http://www.cityu.edu.hk/cityu25/ τᗐ‫৽ݠ‬໯ੱᇼᓒᙴ KWWS ZZZ FLW\X HGX KN FLW\X

June ʒ˂ 2009


3 &LW\8 EHVWRZV KRQRUDU\ IHOORZVKLSV XSRQ VL[ SURXG VXSSRUWHUV ‫ے‬ɣੀཕ઒࿘ᙷ৑ɡʀʒϽ௑ˮɁɡ CityU is to confer the title of Honorary Fellow upon six distinguished persons in recognition of their significant contributions to the development of, and service to, the University. Upon the recommendation of the Honorary Awards Committee of the Council, Dr Norman Leung Nai-pang, Pro-Chancellor of the University, has approved the conferment of the title of Honorary Fellow upon the following persons: n Professor Chan Kei-biu, MH, Chairman and Senior Managing Director and founder of Surface Mount Technology (Holdings) Ltd; n Mr Chan Tai-ho, founder and former Chairman of Playmates Holdings Ltd and Director of Dragon Lake Development Ltd; n Mr Andrew Fan Ka-fai, President of the Greater China region for Nu Skin Enterprises, Inc.; n Mr Peter Ho Ka-nam, Managing Director of Techworld Industries Ltd; n Mr David Hui Yip-wing, Director and Group General Manager of Chinachem Group; and n Mr Gabriel Yu Chi-ming, founder and Chairman of iTVentures Group of Companies and Italade Technology Holdings Ltd. The Honorary Fellow Presentation Ceremony will be held on 23 September.

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‫ے‬ɣੀཕ઒࿘ᙷ৑ɡʀʒϽ௑ˮɁɡc˞ ‫ྴٲ‬ˢࠨྦྷ‫ے‬ɣೕࢄֺА‫ؿ‬঳ᘆe ɣነ৹ဟ๼ષȽᗩ௟ɡ΃෮ɣነ࣎໎ผᑲ Ɏ࿘ᙷነϽկࡗผ‫ۺؿ‬ᘪcཕ઒࿘ᙷ৑ɡ ʀɎͶɁɡi

n ณ൬ޫҌඑ྆τࠉʔ̇˚࢐࠹ঢ়ज़໎ԑ ᐢ຤ଉஹԯᛳઠ઒h n ੟ܱඑ྆௚ፒɁʥ‫࢐˚ͨک‬d᎘ಙೕࢄ τࠉʔ̇໎ԑ‫ٽ‬ஹɣ،ͱ́h n ޻ ਝ Σ ณ එ ྆ ɣ ɻ ജ ਂ ᐢ സ ߑ ࡼ ሣ ͱ́h n ޫමɮพτࠉʔ̇໎ԑᐢ຤ଉ Єᆩม ͱ́h n ജ Ꮊ එ ྆ ໎ ԑ ࠹ එ ྆ ᐢ ຤ ଉ ஈ พ ࿘ ͱ́h n ࠗಋփঢ়ޫҌ௚พඑ྆ʥփСޫҌઁٖ τࠉʔ̇௚ፒɁ࠹˚࢐Еҁ‫́ͱע‬e ཕ઒԰ᓤੀ‫ ˂ כ‬ˀᐾϷe

1. Professor Chan Kei-biu ஹԯᛳઠ઒

2. Mr Chan Tai-ho ஹɣ،ͱ́

3. Mr Andrew Fan Ka-fai ߑࡼሣͱ́

4. Mr Peter Ho Ka-nam Єᆩมͱ́

5. Mr David Hui Yip-wing ஈพ࿘ͱ́

6. Mr Gabriel Yu Chi-ming Еҁ‫́ͱע‬


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â€ŤŰ’â€ŹÉŁŕ§˝ŕž¸

news

6SRUWV WHDP FHOHEUDWHV FRQVHFXWLYH JUDQG VODPV ‍ے‏ɣᔊá?˛ÉŁŕ¨żá›˝ÓŠá‘ŠÓ˜ɤɼŕž†á›˝á?˘â€ŤßśÚĽâ€Ź The CityU sports team has once again outperformed other institutions and received the overall championship titles in both the men’s and women’s divisions from the University Sports Federation of Hong Kong, China, for 2008-09.This is the ďŹ rst time a tertiary institution has obtained both the overall men’s and women’s titles in consecutive years and is also the fourth time CityU has won both overall titles in the same year. â€ŤŰ’â€ŹÉŁá›˝ÓŠË¤â€ŤŮ˛â€Źŕś…ĘŒιʹ௚ԙá?œcá?ľŕŠĄŕ —ಋ ɣਿá›˝ÓŠÔžŕ¸œŕ˝•ŕł• Ď­ ιۚŕž†á›˝Ó˜ ÉĽŕ­‚ʼɤɼŕ­‚á?˘â€ŤßśÚĽâ€ŹcÔŽŕŻšÉŽŕ —ŕ˛‹ɣਿâ€ŤŢˆâ€Ź ÍąÔ?cᔊá?˛Ó˜ɤɼŕ­‚ŕž†á›˝á?˘â€ŤßśÚĽâ€Źe‍ ے‏ɣ Ü° ዃ Îą Ôž ଱ Ě’ ω ΃ ࣂ á?ľ ੡ Ó˜ ɤ ÉĽ ŕ­‚ ŕž† á›˝ á?˘ ‍ߜڼ‏e

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1. Professor Rosenbloom (left) receives his award in Miami. 5RVHQEORRPઠ઒ ̞€ Î•á‘şâ€ŤÚ â€Źŕ¨˝á?ľŕŠĄŕŻ‘ËŽáŠ?ŕ­ş ᆉe

Ę’Ë‚ Ë‚ 20 Ë‚ June Ę’ 2009 200 09

P Professor David Rosenbloom, Chair P Professor of Public Management in tthe Department of Public and Social A Administration, was recently granted tthe Award for Outstanding Scholarship iin Public Sector Human Resources by tthe Section on Personnel Administration a and Labour Relations of the American S Society for Public Administration (ASPA). Professor Rosenbloom, who is among the ďŹ rst US scholars to conduct extensive research on the constitutional rights of public employees and on the politics of public personnel administration, was in Miami to accept his award at the 2009 conference of ASPA. Professor Rosenbloom said the changes that had occurred in his career were dramatic. “Things we ďŹ rst advocated in the early 1970s, such

as equal employment opportunities, were viewed at the time as being quite radical but public policy today is taking this area even further forward,â€? he said. ‍ ے‏ɣ Ę” Íł ĘĽ ‍ Ů…â€Źŕ¸œ ϡ ‍ ܧ‏áŠ? ÓĄ ' D Y L G 5RVHQEORRPá‘&#x;࢔ઠ઒ንʔͳϡâ€ŤÜ§â€ŹÉ Éˆŕź… ฝეŕ¨&#x;â€ŤŘżâ€Źŕś€â€ŤŢ˘Ö˛×…â€ŹÓ Κ‍׎‏cá?ľŕŠĄŢťŕ¨?ʔͳ ϡ‍ܧ‏áŠ?ŕ¸œÉ Ô‘á€łŕŹ‰Ő—ŕŻœÉŽá—?‍ލÚ?‏ཕೕ‍ؿ‏ʔ ͳϡâ€ŤÜ§â€ŹÉ Éˆŕź…ฝ௑ˎáŠ?୺ᆉe5RVHQEORRP ઠ઒ ‍ כ‏ᑺ ‍ Ú â€Źŕ¨˝ á?ž ϡ ‍ Ţť ؿ‏ŕ¨? Ę” Íł ϡ ‍ ܧ‏áŠ? ŕ¸œ Îąŕ¸œá˜ŞÉ?á?ľŕŠĄá†‰ŕś–cˢܰŕ –Ň“Čš â€Ťŕž§Ů‚â€ŹĘ”ঢ়ॗኔؒáˆ?ášŹĘĽĘ”ÍłÉ Ô‘ϡ‍ဳܧ‏ ŕŹ‰â€ŤŘ?ܧâ€ŹŕľŹĎˇŕŤŻÉƒâ€ŤŢ˘â€ŹÓ â€ŤŢťŘżâ€Źŕ¨?áŠ?Ů‘ɞȚe 5RVHQEORRPઠ઒‍Í?ٲ‏cΕˢâ€ŤŘżâ€Źá“ťŕ¸žÍ ŕŤ&#x; Éťcâ€ŤŮ…â€Źŕ¸œÉşá’žá›°Ę?eÂ—Ňˆŕ ¨ÎžÎ• ιˤ â€Ťŕ ŽŮąâ€Źá˜Şâ€ŤŘżâ€ŹÔ‘ੱcΣ̡೩཭ඥá‹€ŕ¸œcá’–ಳ๫ ŕŁ‚â€ŤŢœâ€ŹĐ?áƒ“â€ŤÝŻâ€Źá‹?ྏcÎ•ĘŒʨ‍ؿ‏ʔͳ‍ܧ‏೪Ɏɰ ੡Է‍۞‏ɣ‍ࢄׅ‏c˜ˢá‚“e


5 &LW\8 ODXQFKHV +. V ILUVW KLJK GHILQLWLRQ VWXGHQW 79 VWDWLRQ ‫ے‬ɣઐˮࠗಋࠖ࠯ঢ়૜ᅕᆦነ́ཋ഼̎ CityU has launched the first highdefinition student-run campus TV station in Hong Kong in a bid to nurture students’ professional competency in a new era of multimedia communication. City TV is part of the Department of Media and Communication’s effort to train students to be professional communicators with the ability to work not only in a diverse range of conventional mass communications industries, but also in a new, converged media environment.

‫ے‬ɣઐˮࠗಋࠖ࠯ͅነ ́˚ኒ‫ؿ‬ঢ়૜ᅕᆦཋ഼

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̎ ‫ے‬ɣཋ഼ c਩ө ነ́Λఌ᛽ඨ঩ࣂˤ‫ؿ‬ ਿพॶɈe ‫ے‬ɣཋ഼ͅఌ᛽ၤඨᅌ ӡ௚உc˞਩ফነ́ι ‫ݯ‬ਿพඨ঩Ɂɷcᆢ‫ړ‬ ˢࠨ‫ܫ‬Ԯτඨ଻ɣଠඨ ఌϷพ‫ؿ‬ɮАॶɈc͛ ˿ሬᎶณ‫ؿ‬၃΋ఌ᛽ɮ А᏷ྊe

2. Professor Way Kuo (centre) and officiating guests launch the City TV. ࣎‫ٽ‬஬Ͻઠ઒ ɻ ၤ ཽႝ˚‫ےܛ‬ɣཋ഼‫ؿ‬ઢ ᅌშβe

6HQLRU PDLQODQG MXGJHV UHFHLYH WUDLQLQJ DW &LW\8 ‫ے‬ɣɻਝঢ়ज़ؒւ‫࠳ޢ‬ऒ‫ڔ‬൬ԭΔ̇ؒೕࢄ՗ؒነ͚‫ݚ‬ The School of Law held its inauguration ceremony for the Advanced Programme for Chinese Senior Judges on 25 May. The second cooperative venture between CityU and the National Judges College of the Supreme People’s Court of the People’s Republic of China, the programme provides a systematic,

bespoke legal programme for Chinese senior judges. ؒ‫܁‬ነ৑‫ ˂ כ‬ˀᐾϷ ɻਝঢ়ज़ؒւ‫ޢ‬ ࠳ऒ ඀ᇾ԰ᓤcࠖω‫ݯ‬ɻਝঢ়ज़ؒւ۹ Ӹᇁ߯ӡ଻ؒ‫܁‬૯஥ᇾೡe஛࠯ᇾೡܰ‫ے‬ ɣؒ‫܁‬ነ৑ʹωၤɻജɁ̵ͳ՗ਝ௖ঢ়Ɂ ̵ؒ৑ʥֺᙔਝࡼؒւነ৑΋Аcੀ‫ڔ‬൬ ʑΔ՗ࠗಋ‫ؒ̇ؿ‬ೕࢄʥؒነ͚‫ݚ‬e


6

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news

:RUOG FRQYHUJHV RQ &LW\8 IRU HFRQRPLFV DQG ILQDQFH V\PSRVLXP

2

ŕ¨?჌ŕ´&#x;ΊáŠ?Ů‘මá ™â€ŤŰ’â€ŹÉŁ ਄˹຤á?œĘĽâ€ŤŮźâ€ŹáŒŞâ€ŤŢ˘â€ŹŕŚŚŕ¸œ 1. Speakers and participants from the 2009 APJAE Symposium on Trade, Environment and Resources. — Â?Ô“ĘŞŕ¸œߎʼ ຤á?œáŠ?๨˰Â?ྗ‍מ‏dá?ˇ ŕžŠá ¤ŕź…ฝâ€ŤŢ˘â€ŹŕŚŚŕ¸œÂ˜á‘&#x;Ů‘ á ¤ŕ¨„ËąŮ‘á ™ŕ –Ț਌e

2. Dr Robert Yap (right) receives his CertiďŹ cate of Appointment as Adjunct Professor. ŕťˆྏŕ¨?ŕŻ&#x;ÉĄ Ě Â€ŕŞ…Ő‡ ऋ޸ઠ઒ɞկͨ‍ع‏e

The Department of Economics and Finance co-hosted The 2009 APJAE (Asia-PaciďŹ c Journal of Accounting & Economics) Symposium on Trade, Environment and Resources with the National Taiwan University from 18 to 20 May. The symposium featured renowned speakers from Canada, Japan, Italy, Taiwan, mainland China, Italy, UK, Australia, France, USA and Hong Kong. Professor Long Ngo-van of McGill University, Canada delivered the keynote speech entitled “Optimal Tariffs on Exhaustible Resources in the Presence of Cartel Behaviourâ€?. The lecture was one of the designated events of CityU’s 25th anniversary celebrations. ຤á?œĘĽâ€ŤŮźâ€ŹáŒŞÓĄá ¤ŕ¨?Í“á ŁáœŞÉŁáŠ?‍ Ë‚ כ‏ϭ Ë€á?˛Î‹á?žá?’— Â?Ô“ĘŞŕ¸œߎʼ຤á?œ áŠ?๨˰Â?ྗ‍מ‏dá?ˇŕžŠá ¤ŕź…ฝâ€ŤŢ˘â€ŹŕŚŚŕ¸œÂ˜cÔž Ϗ˹࢏ɣdˀ̯dࡎɣХdĚŽáœŞdʑΔd ßœŕ¨?dá‹Œâ€ŤÝ˜â€ŹdŘ’ŕ¨?dŢťŕ¨?ĘĽŕ —ŕ˛‹â€ŤŘżâ€Źŕ´&#x;Ί áŠ?Ů‘á ¤ŕ¨†â€ŤŢˆâ€Źáƒ”ŕ­żáŽśá‘źËŽŕ˘?eோ਼á€?ÉŁáŠ? /RQJ 1JR YDQઠ઒˞ /

1

June Ę’Ë‚ 2009

—˺ऋá€?ϡ‍ݯ‏ᅥβɎɺ ËżÍ´Í ŕź…ฝŕŻ–ŕŹ‰ࡹೢ ŕŹ…Â˜â€ŤÝŻâ€Źá•€Ëšá‘&#x;eâ€ŤŢ˘â€ŹŕŚŚŕ¸œ ŕŹ… ܰ‍ے‏ɣႺá?ŠŕŁŽá„Şá„ŞŕĽ‚â€ŤÝ â€Ź Ü° ৽ɞȚe ৽

%XVLQHVV OHDGHU RIIHUV VXSSO\ FKDLQ PDQDJHPHQW WLSV ŕ¨†â€ŤŢˆâ€Źáƒ”ŕ­żŕż‘á‡šâ€ŤÝšŘ°â€ŹŐ— ÔœáŽśá—†ϡŕ¸žá€łŕŹ‰ʶ੡ The College of Business held a CEO Forum on 20 April, at which Dr Robert Yap, Chairman and CEO of YCH Group, delivered a presentation on Supply Chain Management (SCM) Excellence in Asia. With signiďŹ cant contributions to the Logistics and SCM industry, Dr Yap discussed the business outlook of end-to-end supply chain management services and provided insight into the practical aspects of doing business in the industry. At the forum, a CertiďŹ cate of Appointment was presented to Dr Yap by Professor Wei Kwok Kee, Dean, College of Business, for his appointment as Adjunct Professor. ਆáŠ?৑‍ Ë‚ כ‏ˀá?žĎˇ&(2ሃኋcá‘źá‡źŕťˆË‹ á€Ťŕś‘ŕž†Ëšŕ˘?ŕ šŕ –ŕ˘?ਨϡÖ‚ŕťˆྏŕ¨?ŕŻ&#x;ÉĄá ­á?˝ ˚‍ܛ‏cá‘&#x;á•€â€ŤÝŻâ€ŹÔ“ĘŞÎ”ŕ¨‚â€ŤÝšŘ°â€ŹŐ—ÔœáŽśá—†á€łŕŹ‰ ‍ؿ‏ೕࢄ฼‍ؗ‏eŕťˆŕŻ&#x;ÉĄÎ›ÎąÔžßŽÉˆŕŞ?৽‍ݚذ‏ Ő—ÔœáŽśá—†ϡพ‍ؿ‏ೕࢄeŕŽ›Ď‰áˆƒáŠ‹É?cŕťˆŕŻ&#x; ɥऋĐ&#x;໯သĘ?ଽȿͬŕ¸žá€˛Ôˇá€˛ÔœáŽśá—†á€łŕŹ‰ ʼ‍ঢ়רݚذ‏cáœ‘ŕ¨„á ¤Ů‘ҡ˱ȿ໬໮Ϸพ‍ؿ‏ ŕźœĐ?eሃኋÉ?cŕťˆŕŻ&#x;ɥҥઅՇਆáŠ?৑৑‍ٽ‏ á•?ŕ¨?਼ઠ઒ཕೕऋ޸ઠ઒կͨ‍ع‏e


7 )LUVW HYHU WHFKQRORJ\ WUDQVIHU IRUXP LQ 6KHQ]KHQ Ҍ୺ᔝଫሃኋࠖωΕ ૯Γᐾፒ A technology transfer forum titled “Data Security and Encryption”, organised by the Knowledge Transfer Office, was held in the Shenzhen Virtual University Park on 23 April. It was the first time the office had organised its forum on the mainland, signifying their determination to expand its commercialisation efforts across the border. Dr Cheng Lee-ming, Associate Professor of the Department of Electronic Engineering, and Dr Duncan Wong Shek, Assistant Professor of the Department of Computer Science, presented their latest data security and encryption inventions. ‫ك‬ᖫᔝଫ୮‫ ˂ כ‬ˀΕ૯ΓമᏃɣነ්ᐾ ፒ ༅঩‫ړ‬Ϊʥ˱਽Ҍ୺ ሃኋe஛ܰ໮ ୮ࠖωΕ૯Γᐾፒሃኋcᅟႌ 着 ໮୮͎ҁ ΉʑΔพ‫ވ‬ઐʍ‫ے‬ɣ‫ޢ‬ೕ‫ؿ‬Ҍ୺eཋɥɮ ೡነӡ৹ઠ઒ሲС‫ע‬௟ɡʥཋ຾ޫነӡХ ଉઠ઒˔͏௟ɡᎶᑼᑟ߸༅঩‫ړ‬Ϊ՗˱਽ Ҍ୺‫ؿ‬௖ณ൬ࢄe

&LW\8 KRVWV ,QWHUQDWLRQDO &RQIHUHQFH RQ :RUOG /LWHUDWXUH DQG &XOWXUH ‫ے‬ɣᐾፒ˖‫ވ‬ʼነၤʼʝ ਝ჌‫ޢ‬দผ Scholars from prestigious universities around the world, including the US, Europe, Middle East and India, were brought to The International Conference on World Literature and Culture held at CityU from 9 to 10 May. They re-examined world literature from a truly global perspective and studied various literary traditions and their historical transformations. The conference was organised by the Department of Chinese, Translation and Linguistics, and co-sponsored by Stockholm University. Professor Zhang Longxi, Chair Professor of Comparative Literature and Translation at CityU, was one of the speakers at the event. ԞϬ޻ਝdᅩ‫ݘ‬dɻ‫׭‬ʥͿ۹೩௅άɣነ ‫ؿ‬ነّ‫ ˂ כ‬ϭ ˀඔඑ‫ے‬ɣ਄˱ ˖‫ވ‬ ʼነၤʼʝਝ჌‫ޢ‬দผ c੣Ͳଈᜮᒨࠇ ณᏎ഼˖‫ވ‬ʼነcԎ઄দɺ΃ʼነඨ଻Ε ԯዃ̌ɻ‫ؿ‬ᛰʝe‫ޢ‬দผͅɻʼdᓺᘭʥ ႍӰነӡ˚ፒcԎͅ౜ᄨࡐဍᄾɣነᐲ΋ ᖳХe‫ے‬ɣˈ༖ʼነʥᓺᘭᑟ࢔ઠ઒ਜ਼ඊ ้ઠ઒ኪͨ˚ᑟɾȹe


8

۬ࠍ‫ܨ‬ԑ ۬ࠍ ࠍ‫ܨ‬ ‫ܨ‬ԑ ԑ

cover st story tor ory

By Eliza Lee ңऔ‫ݿ‬

June ʒ˂ 2009


9

a new communication age Most of us, at one time or another, have longed to peer into a crystal ball to see far away places and events unfolding. Peering into a mobile phone might not promise the same romantic allure as gazing into a crystal ball, but thanks to a system developed by a CityU researcher, the seer’s favourite accessory may soon be superseded. Professor Jia Weijia from the Department of Computer Science is the technical wizard behind the WeZOOM system that allows mobile phone users to control an array of video cameras on the other side of the world. WeZOOM is built around the framework of 3G mobile communication network technology. The system is relatively simple, comprising a 3G mobile phone, webcam and a desktop personal gateway developed by CityU. Remote video surveillance systems currently used via the internet must be operated from a computer. WeZOOM works exclusive of computers or the internet, and does not even rely upon software. Users initiate WeZOOM and control camera functions such as pan, tilt and zoom by simply dialing a designated number on their 3G mobile phones and receiving live video coverage anytime, anywhere.

“The 3G phones and webcams used by WeZOOM are on the market but the real kernel of the system is the personal gateway,” said Professor Jia. The gateway not only links the phones and webcams, but also connects with WiFi, internet and other electronic devices. WeZOOM can support six remote cameras, allowing the user to alternate between each viewpoint on the phone’s visual display unit. The system can be used in households, offices,


10 cover story ۬ࠍ‫ܨ‬ԑ

warehouses, medical facilities or aged care homes. It can also help those with hearing or speaking deficiencies to communicate. The gateway is compatible with various communication networks and users can select different networks as needed. “Corporations may choose a particular network in order to control communication costs,” said Professor Jia.

The system also accommodates cross-media video

“My objective is to...replace the deluge of more complicated devices.” In addition to its remote surveillance applications, the WeZOOM system has many value-added functions geared towards busy urbanites. “If connected with an electronic sensor, WeZOOM can monitor security data such as temperature or infra-red light. If the data indicates cause for alarm, users are alerted with a warning call or text message from the system,” explained Professor Jia.

June ʒ˂ 2009

conferencing between users of 3G mobile phones, PDAs (Personal Data Assistant) or computers.

Launch date Professor Jia has long been engaged in the development of a new generation of wireless communication devices. It took the seemingly incongruous 2003 SARS outbreak for him to realise the strong demand for video communication. It was from then he began to focus on developing remote surveillance technology for 3G mobile phones. “My objective is to develop a ready-to-use and user-friendly device that can be operated by different kinds of people, to replace the deluge of more complicated devices.” His research project received grants from the Innovative Technology Fund and support from CityU and the business sector. In collaboration with Zhong Xing Telecommunication Equipment Corporation, a listed telecommunication equipment supplier, Professor Jia and his research team have worked tirelessly at CityU’s laboratories and the Future Networking Centre at CityU’s Shenzhen Applied R&D Centre. The culmination of their efforts saw the WeZOOM system debut at the International ICT Expo 2009.


11 WeZOOM has attracted

The next target for Professor Jia and

an encouraging response

his research team is to develop high-

from the market and industry, receiving more than 50 preliminary enquiries from local, mainland and overseas corporations. “We are now at the final testing stage and collecting users’ feedback. At the same time,

definition video transmission and an application programme interface that will allow the system to operate across multiple platforms. Not only

we are working with manufacturers

that, but it fits

and network operators to launch the

into the pocket

system by the end of the year, with an estimated price of only HK$1,500 for each personal gateway,” said Professor Jia.

more readily than a crystal ball.

Surveillance Camera

EDGE \ Wi-Fi \ Internett Desktop Personal Gateway

3G mobile network Off-the-shelf 3G mobile phone (No software required)


12 cover story ۬ࠍ‫ܨ‬ԑ

‫ٶ‬Ε‫ۆ‬ʯ

ඨ႓ɻcˋౠଈኟτुթ‫ؿ‬Ɉ൴c˻ɋ࢑੒С͂̚஦഼ɝԈɾ̔‫়ؿ‬ʲ ɾྊc‫ޅ‬ϭདಡ̰Ԟeʌʨc̋߬͂‫ے‬ɣཋ຾ޫነӡ༆ၐཽઠ઒‫ޢ‬ೕ‫ؿ‬ :H=220ӡ଻c௰ንʹዀБగॶਪઁԹ୮‫כ‬Δଈ̊ȹဲ‫ؿ‬ᙘ፣ᗂ፾cԎઅν ඨԞ‫ؿ‬ೋࠍcੀˋౠଈ‫ ؿ‬ᚓɈ ᛰ‫ݯ‬ԑྡྷe :H=220ӡ଻ܰ଱ɍˤ * ଫ৽஝঩၉ ೼ਥᓣɐ‫ؿ͓ۺ‬ᄈࠤ‫৻ר‬ӡ଻c໦ສ‫۾‬ᓯ ௰c˳ф *ʹዀd၉೼ᙘ፣ᗂ፾˞ʥͅ‫ے‬ ɣ‫ޢ‬ೕ‫࠯ێࠍࣙؿ‬Ɂག༞e༆ઠ઒‫͐ٲ‬c ଊࣂԚ͂‫ؿ‬ʃᐲ၉Ⴉೡ഼፼ဟઁӡ଻඘஦ ༦ཋ຾ኧАc:H=220ӡ଻‫ڳ‬ɺ჏߬டઅ ཋ຾ֶʃᐲ၉c͛ಲ඘Ϊ໦சͧeԚّ͂ ̋߬͂ͨЄȹ஫ *ʹዀ፭ࣂ፭Δ஭ॶᅆˮ ໔ᆦcઢ৽ӡ଻c‫ق‬અС͂ʹዀઁԹᗂ፾ ᔝ৽ʥᛰರcԎЩࣂ˿Εʹዀɐ‫ޜ‬Էᗂ፾ ᙘ፣‫ؿ‬ೋࠍe

June ʒ˂ 2009

ӡ଻‫ؿ‬᜙რe ࠯Ɂག༞ɺඩ˿˞டઅ *ʹዀ՗၉೼ᗂ፾cҡ˿˞டઅ:L)Ld ʃᐲ၉၉೼˞ʥԯˢཋɥኂҥeଊࣂҰ࠯ :H=220ӡ଻˿டઅʒ࠯ᙘ፣ᗂ፾cԚ͂ ّ˿˞С͂ʹዀԞΑʘ౒e৖ȿࡼֈcӡ ଻ɖሬ͂‫כ‬ፒʔ۩dᄥָd֙⭕dΪϢ৑ ٞc΃ࣂτХᚸਊɁɡɾං‫ؿ‬฼஝eͅ‫כ‬ ࠯Ɂག༞࠹ࢀɺ΃ԹβcԚّ͂˿‫ܘ‬჏߬ Ԛ͂ɺ΃၉೼൬ϷኧАe ͬพ˿˞ፕእ ௖΋ሬ‫ؿ‬၉೼c੣ϤҡτࢽΔઁԹ஝঩ι ̯c ༆ઠ઒႓e

*ʹዀႭઁኧАᗂ፾

ᄈࠤ‫ొ৻ר‬ʠӡ଻˲ॶ

༆ઠ઒႓i ӡ଻Ԛ͂‫ʹ* ؿ‬ዀʥ၉೼ᗂ ፾̟ࠍɐτਕcЎ࠯Ɂག༞ɷܰ:H=220

৖ȿႩ൝ᔴ઄഼c஛ࡨྩณ‫ؿ‬ӡ଻ɖԮௐ ɺʭൎʶ‫ؿ‬ᄈࠤ˲ॶc˞৉΋஭̟Ɂᐥδ


13

тАл▌а═Б╪┐тАмe╘п╔╗╚╣р╢ЦтАл▄░┌ПтАм╧мрз╜р▒К═Р╦▓ре╢c╘Ъ ═В┘С╠Лр╢Шр╜С▐╕ркДр┤╝ргВр╢Вc╙брм╗тАл┌ПтАмр╕Ь╧мрз╜сЕЖ р╗Ф╧н╩╣сЛА╦▒╦Юр▒КсНЪeр╝ЖркаркТсВУi┬Ч╬гтАл╫отАмрйА р╜Л╔ер╖░сО╢сКВ╦▒р╗ж╬Х:H=220╙брм╗╔РcтАл┌ПтАм ╦┐╦ЮсАЯр▓бр╣Г█╣╩е▐┤╠ФсЗГр│йтАл┌УтАм╬ксЕХсКгcр║Т╚╣

р╛всЫ╗█й╩етАл█ТтАм╔грлп╬УсО╢═ВтАл▐втАм╙а╔╗╩╢тАл╠░╪┐тАм╘ЮсБЙ р│╝▐л╥М╔╗╩╢рбдсН╛▀Хр╖жeр║др╝ж╬Ы╬▒╨ж╔ИcрнД тАл╫ЫтАм╬Х ╬▒риЭсГМр╝Ержй▐л╥МрпЯсЩ┤рвД╔Р╬Йр╕ЮтАл▐ИтАм

рб╝╓Ирй▒тАл╪ЧтАмр╡Ър╡ЩсШмр░ВтАл▐ИтАмсЗГc╙брм╗тАл═В╦Ю╦┐┌ПтАмр│Ы ржй╓╢сЕЖр╗Ф╩┐╬▓роЭтАл┘ГтАм╘Ъ═В┘Сe┬Ш╘Ъ═В┘С═Ы ╦┐╨б═В╙брм╗рожр╝ж *╩╣сЛАdрап╔БсЕХсЖж╨ермЙ 3'$┬А╓╢р╜Лр║╛р╡м╧╖р╝Ор░М╩Н╬Ы╩┐р┤╝сН╝сБЩр╕Ьe

▀ор╜▓╬▒╓ЫркР╦о╠Ярп┐

р┤╝р╜лроЭржйсГП╥▒сБд╦АрансДИ р╝ЖркаркТ╚╣╬Й▀О╔ИтАл▐втАм╙ар╕У╚╣╦др▓▓сЗГроЭржйc ╬▒╥│╔бр▒ир╢Вc╦врлпрлпр╖░╒З╘╖р┤╝р╜лроЭржй тАл╪┐тАмсХб╔гсГП╥▒cр╝Яр╢С╔╗тАл▐втАм╙а *╩╣сЛАсВнр╡ЭркДрк╢ ╥Мрн║e╦всВУi┬ЧтАл▐втАм╙а═МсЕЯ▄░р╢Ар│ХсУпрп░╧дрвА тАл╫ЮтАмсКз╨РтАл╪┐тАмр╕У▐л╥МрмРтАл█ВтАмc╘Ьр▒ЭсЦУ╔грма╘Ъ═Вc ╔║сГП▀мсЗ▓сФ╡тАл╪┐тАмсКВ╥еe┬Шр╝ЖркаркТ╬╣╦▓═ЗсЗ╝╘╖ рпЪр╕У▐л╥МриетАл┘╝тАмc╘ОсП╡рйбтАл█ТтАм╔гсБдриЖтАл▐ИтАм╩╗тАл▄ЫтАмc сР▓╬Г╩С╬Ф╩е╠пр▓Л╔гтАл█ОтАмроЭржйроЙрпРсВЗроер╕Ю╔Р╠Я ╩Ф╠З─╢╔╗сМЩроЭржйcсБдтАл▐втАм╙ар╛Жр╢Е╩Ч╨Я╬ХтАл█ТтАм╔г

рвД═Р╬╣╦▓тАл▐втАмсВЗтАл╪┐тАм:H=220╙брм╗e

╠Ярп┐╩ер╕ЮтАлр╛з▐ИтАм:H=220╙брм╗сМЩсИШтАл█╛тАм╔гc р╝ЖркаркТ╬Хр│Ыр▒и╩СтАл┌ПтАм╬╜╘╖╠п╬Фd╩С╬Ф╩ерг╡╠Ф ═мр╕Юр╝й рап▌Ер╗║e┬Ч╥ИраирмК╠│р╡м╧╖рпЦтАл▄ГтАмр▓б р╗░c╬╜р╢С═Врб╝р╖о╙оe╬ГргВсБдсБЙр│╝риЖ╩е═БрмР риЖр╕╝роЭcр▒ирк╢╙брм╗╦┐╦Ю╬Х╬▒╓ЫркР╦о╠Я рп┐cр╜С▀о╥░ролрап╔Бр╜Вр╝ЮтАл╪┐тАмриХсГлр╢й р▓Л╩Пc┬Шр╝ЖркаркТсВУe ╔О╚╣╥пcр╝ЖркаркТсБд╦втАл▐в╪┐тАм╙ар╛Жр╢ЕрйАтАл▐втАм ╙арзЭрлЬр┤╝р╜лр╢исНПc╘О▀ор╜▓сЕЕсДШсО╢═Вр│б ╬▓роЪ═зc╘Ъ╧ДсЧР╥Мрн║╥б╦▒р▒Э╩еcсЬС╥б ╬Ы╔Б╒Зр░пe╓ЙргВc╔Б╔Б╦┐рк╢сКЯ╧Д╧м╔п тАл╦Л┬Ч╪┐тАмр▒армИ┬Шc╔║р╢Ш╘ЧсЙМ╦╗╔ЛрвС╚┐e


14 intervieww Ɂ‫ذ‬ਿ஄ Ɂ Ɂ‫ذ‬ ‫ذ‬ਿ஄ ਿ஄

Making By Scarlett Leung ષ๥ౡ

June ʒ˂ 2009

the


right moves Chess is one of the world’s most popular games. In the office of Professor Jonathan James Webster, Head of Department of Chinese, Translation and Linguistics (CTL), a chessboard is set in readiness for a game. In line with the University’s goal of becoming one of the world’s top universities, Professor Webster and his colleagues in CTL have mapped out a strategy worthy of a master chess player to lead the department towards excellence. In an interview with CityU Today, Professor Webster discussed CTL’s strategy.

What are your plans for strengthening the local and international standing of the Department of Chinese, Translation and Linguistics? We continue to strive for excellence in both teaching and research and have launched a number of new strategic initiatives, first, to improve the quality of our students, both at the undergraduate and postgraduate levels, and second, to strengthen our research profile by providing better support to our existing colleagues to carry out their research, and through the recruitment of additional active researchers.

What is unique about the department’s programmes? In the Department of Chinese, Translation and Linguistics, we educate and engage in scholarly research in the core areas referred to in the title of our department, namely Chinese language and literature, translation and interpretation as well as linguistics and language technology. The department also teaches Korean and Japanese studies, cross-cultural studies and comparative literature. We are developing a new Bachelor of Arts programme in cultural and heritage management.

15


16 interview Ɂ‫ذ‬ਿ஄

We se see these areas not simp si mpl as separate and simply inde in ep independent disciplines, but a ass contributing

Scholarly publications by CTL faculty and research degree students are also rewarded through a new departmental reward scheme.

to an in integrated whole. integration of several disciplines, This This i integ u nited in a shared interest in language united culture, is a unique feature of our and cultur department as compared with other departme tertiary institutions in Hong Kong. This

new research groups working in such areas as dialogue systems, Chinese philology, language acquisition, and cross-cultural studies. In addition, the

represents our edge when it comes to

department is vigorously promoting

teaching and research in these areas.

research development by organising numerous seminars, workshops and conferences, including the 14th Conference of the International Association for World Englishes (December 2008); International

What are the unique features in the new cultural and heritage management programme? The department will offer a new Bachelor of Arts (Honours) in Cultural and Heritage Management programme in 2009-2010. This programme is truly innovative, and not just a variation on an existing programme offered by another UGCfunded institution. It meets the future developmental needs of Hong Kong as an international city. One such area of development is in the creative industries, as evidenced by the West Kowloon Cultural District project and other major cultural infrastructure investments. The programme also aims to cultivate globalised professionals who are literate in the arts, competent in managing and marketing culture and heritage, and skilled in English and Chinese. Judging by the JUPAS admissions statistics, the programme has attracted great interest

Symposium on Teaching and Learning of World Civilisation (10-11 Jan 2009); International Conference on World Literature and World Culture (9-10 May 2009); International Conference on Teaching and Learning of World Civilisation (20-22 June 2009); International Conference on East/West Cultural Exchange and its Heritage (September 2009). This year we also launched the Distinguished Scholars in Linguistics Lecture Series with such world renown scholars as Professor Terry Langendoen (November 2008), Professor Jacob Mey (October 2009), and Professor Frederick J. Newmeyer (January 2010).

across the community.

How do you foster development of an international mindset among your students?

How does CTL encourage and support colleagues to develop otential? their full research potential? One way in which the department encouragess research is through its generous support for academic conference participation and other academic activities.

June ʒ˂ 2009

We have recently established several

Another new development is the establishment of a joint PhD programme with the University of Sydney.

For some time now, the department has organising different kinds of student been orga activities, ssuch as internships, study tours, schools and student exchange summer sch for the first time, we will visits. This summer, s sponsoring our undergraduates to take be sponsor summer school at the University of part in sum Sydney for a credit-bearing intensive course communication. We are on cross-cultural on ccro ross ro ss-c - u


17 continually looking for new internship and exchange opportunities for our students. We have budgeted just over HK$7 million on student scholarships in the coming academic year, including: n

Entrance Scholarships for JUPAS/ Direct/Non-JUPAS Entrants;

n

Outstanding Performance Scholarships (for undergraduate students);

n n n

n

n

Outbound Exchange Scholarships (for undergraduate students); Graduation Awards (for postgraduate students); Tuition Scholarships and Postgraduate Studentships for (non-UGC-funded) Research Degree Students; Full and Half Tuition Scholarships for International Students (UGC-funded undergraduate students); Full Tuition Scholarships for Mainland Students of Taught MA programmes. ogrammes.

The department recently completed leted work on building a state-of the-art simultaneous interpretation laboratory to enhance the teaching hing facilities for our students studying ng interpretation. Besides CTL’s Putonghua Salon,, which is held every Friday to help faculty and students improve their Putonghua, the department has also organised such campus-wide events as Korea Week, Japan Week and Chinese Week throughout the year.

Could you share with us your experience at CityU and Hong Kong in general? I have been at CityU since 1990, and in Hong Kong since 1987 (my first three years in Hong Kong were at Baptist University). Hong Kong is like home, and CityU means more to me than just a place

where I have worked for the past 19 years. CityU, to me, is people and treasured relationships. My sense of loyalty and commitment is not simply to the University as an institution, but rather to the people with whom I continue to have the privilege of working alongside, and stud to the students and the community serve So when it comes to we all serve. strategising for the future, our main consideratiion must mu ust be, on the one consideration hand d, the people p wit hand, with whom w we work – how we c better support can collea our colleagues e in their efforts to e achieve excellence re esea e r and in research sch sc holars scholarship, and advance in their c careers – and on the h hand, h d the h people l whom other we serve – how we can better promote a culture of learning in our local community. Of course, people are not just pieces on a chess board; rather we are all – staff and students alike – the players for whom success means achieving our individual and collective ambitions for excellence in scholarship and learning.


18 interview Ɂ‫ذ‬ਿ஄

⃗ ⷏ 乍 ⽶ 䠓

ᶋ ᤺ ᶠ ᯇ

‫ۻ‬౸ܰ˖‫ވ‬௖‫ݚ‬Ϸ‫ؿ‬༝ᎻɾȹeɻʼdᓺᘭʥႍӰነӡӡ˚ͨᇯभ༞ઠ઒ ‫ؿ‬ፒʔ۩ 裏cగᒻ‫ י‬着ȹ࠯౸ᆚc˿˞፭ࣂྦྷ‫ۻ‬৞ౣeᇯઠ઒՗ነӡʑ‫΃ؿ‬ ԑc‫ݯ‬৉΋‫ے‬ɣ‫ۺ‬ιਝ჌Կ൙ነ֚ɾȹ‫͌ؿ‬ᅟcɰΣȹ‫ݚ‬ঢ়ʹЗɎ౸ѫcད ௐ੓ეነӡᑺΉঢ়ࢋeΕ̯౨ ʌˀ‫ے‬ɣ ஄ᇹɻcᇯઠ઒࿑ᇹነӡΣЄΕ ነ୺ეਟʑ‫ج‬Յ᎚Ӟιᐜ‫ؿ‬ጷ଑e Бི߮ΣЄొʠɻʼdᓺᘭʥႍӰነӡ Ε̯Δʥਝ჌ɐ‫ؿ‬ΔϽj ҈ࠨੀᘗᙩΕઠነ՗‫ޢ‬Ӡԭ࠯ʿࠍЦɈ‫ج‬ Յ᎚Ӟ‫ٲ‬ଊcԎɰ‫ݯ‬ϊઐϷΛඖณ‫ܧ‬೪e ࠖͱc҈ࠨੀߎɈొʠ̯ޫ́՗‫ޢ‬Ӡ́ሔ ॖeԯωc҈ࠨผ‫ݯ‬ଊτ‫΃ؿ‬ԑొԜҡΛ ʻ౐c΃ࣂผ̊̔‫׃‬າዶร੣ԑ‫ޢ‬Ӡ‫ؿ‬ነ ّc˱ੜነӡ‫ޢؿ‬Ӡι‫׮‬e

ነӡ‫ؿ‬ᇾೡτ‫ޅ‬ფऋϳj ҈ࠨߎɈ‫ܘ‬ነӡΊီ‫ؿ‬ᆲᕿcΕɻਝႍʼ ʥʼነdᓺᘭʥඨᘭ˞ʥႍӰነ՗ႍʼޫ

June ʒ˂ 2009

Ҍ೩˚߬ეਟ੣ԑઠነʥነ୺‫ޢ‬Ӡeϊ ̔c҈ࠨ͛඀ፒᒚႍ՗ˀႍ‫ޢ‬Ӡd༎ʼʝ ‫ޢ‬Ӡ˞ʥˈ༖ʼነ೩ᇾೡcԎᘐௐ඀ፒȹ ඖͲณ‫ؿ‬ʼʝʥʼ‫ဳذ‬ଉʼነɡነϽᇾ ೡe ஛ԒነޫΕ҈ࠨଡɻԎ‫ڈ‬ΈϬዟ͓‫ޫؿ‬ ͌cϤܰ˿˞ʃ‫ޚ‬೶΋‫ؿ‬ኬ᛽e།̯Δԯ ˢɣਿ৑࣎‫ˈޚ‬c҈ࠨ‫ؿ‬ነӡ˞ႍӰʼʝ ஑ϻΛ࠯ነޫcПԮऋϳe஛ɖܰ҈ࠨΕ ‫ޚ‬ᗐነޫეਟʑ੣ԑઠነ‫ޢ‬Ӡ‫ؿ‬᎚බe


19 ณ඀ፒ‫ؿ‬ʼʝʥʼ‫ဳذ‬ଉᇾೡcτ‫ޅ‬ფ ऋᒨj

੪̛ɣነ਄˱ౢ౨ነ࣎c࠳ᚾԮነʗ‫ؿ‬༎

ነӡੀ‫ כ‬z ነα඀உณ‫ؿ‬ʼʝၤ

ᙩ‫ݯ‬ነ́ఖҒҡΛྡྷୌ՗͚‫ݚ‬ዀผe

ʼʝඨ෮਽එነୌᇾೡeϊ̔c҈ࠨੀᘗ

ʼ‫ဳذ‬ଉ࿘ᙷʼነɡነϽᇾೡe஛‫پ‬ᇾೡ ܰȹိ௚ณcԎ‫ܘڈ‬ԯˢɣነઠ༅ผ༅Х ৑࣎‫ؿ‬ଊϷᇾೡҝᇁϤԞcϤܰʘ΋ࠗಋ А‫ݯ‬ਝ჌஭ผ‫̰ؿ‬Ԟೕࢄ჏߬உ߮‫ؿ‬eԝ ΣcϹȾ᎘ʼʝਂི߮˞ʥԯˢࠇɣਥ‫ۺ‬

҈ࠨɰ‫ݯ‬ณ‫ؿ‬ነαஉ͓༩ ຒಋʏ‫ؿ‬ነ́ ᆉነ‫ټ‬cԯɻ˳‫ܢ‬i n ɣነᐲ‫ق ׃‬અՅ፣ ‫ڈ‬ɣነᐲ‫׃‬ณ́Ƀነ ᆉነ‫ټ‬h

ҙ༅ඖ͌cяᛷ͐௚෮ɮพΕ஛ʿࠍ‫ؿ‬ೕ ࢄe҈ࠨ‫ؿ‬ณᇾೡੀߎɈ਩өਝ჌ਿɷc

n ̯ޫ́ιᐜ᎚ଔᆉነ‫ټ‬h n ̯ޫ́̔Δ͚‫ݚ‬ᆉነ‫ټ‬h

‫ܫ‬Ԯௐᖚ୺ʼʝ‫ك‬ᖫcɌԮτుోဳଉʥ

n ‫ޢ‬Ӡ́ଓพᆉነ‫ټ‬h n ነ൒ᆉነ‫ټ‬ʥ‫ޢ‬Ӡ́ᆉነ‫ڈ ټ‬ɣነઠ༅ ผ༅Хɾ‫ޢ‬ӠነϽነ́ h n ਝ჌ነ́ɾͲᔾʥ˸ᔾነ൒ᆉነ‫ ټ‬ɣነ ઠ༅ผ༅Хɾ̯ޫ́ h n ʑΔ́࠳ᚾ઒ᇾβဨɡነϽᇾೡɾͲᔾ ʑΔ́࠳

ઐᄤʼʝ՗ʼ‫ॶؿذ‬ɈcԎኟτӪΡ‫ؿ‬ɻ ߜႍʼҌ̝e੣ɣነᐲ‫׃‬ν́଻߮‫ޜ‬c஛ ‫پ‬ณᇾೡੀмʵ̯Δɺʭነ́ంᚾe

ነӡΣЄར᎞ʥʻ౐΃ԑ˨ʗೕ౎‫ޢ‬Ӡ ˨ʗೕ౎‫ޢ‬Ӡ ᅶॶj ҈ࠨɣɈʻ‫΃ܛ‬ԑ਄ၤነ୺ผᘪʥ ผᘪʥ ԯˢነ୺‫৽ݠ‬c˞ར᎞‫ޢ‬Ӡeϊ Ӡeϊ ི߮c ̔c҈ࠨณஉ͓ነӡᆉ᎞ི߮c ᆉ᎞ነӡ΃ԑ՗‫ޢ‬Ӡ́ೕ‫ٲ‬ነ୺ ‫ٲ‬ነ୺ ടАe ҈ ࠨ ௖ ‫ ٶ‬ι ͓ȿΡ డ ࠯ ณ ‫ޢ ؿ‬ Ӡ ɩ ୂcΕ ྦྷ ໷ ӡ ଻dɻ ਝ ႍ Ӱ ነdႍӰነୌʥ ༎ʼʝ‫ޢ‬Ӡ೩ეਟ൬Ϸ‫ޢ‬ Ӡeነӡ ዶรઐ ৽ ‫ ޢ‬Ӡೕࢄc຤੒ᐾ ፒ ‫ޢ‬ দ ผdɮА ы՗ ผ ᘪc˳‫ܢ‬଱ ։˖‫ߜ ވ‬ ႍਝ჌Ծผ ผᘪ α ˂ d˖‫ވ‬ʼ ‫ע‬ၤ஝ᖫઠөਝ჌‫ޢ‬দผ α ˂ ϭ ˀ d˖‫ވ‬ʼነၤʼʝਝ჌ผᘪ α ˂ ϭ ˀ d˖‫ވ‬ʼ‫ע‬ઠነਝ჌ผ ᘪ α ˂ ϭ ˀ d‫ ׭‬Ϲ ʿ ʼʝ ͚ ‫ݚ‬ʥ‫ ޚ‬ᗐʼ‫ ذ‬ፘ ଐਝ ჌ผ ᘪ α ˂ eʌαc҈ࠨઐˮ ௑ˮႍӰነነّᑟ࢔ ӡͶ cᑼᇼ7HUU\ /DQJHQGRHQઠ઒ α ˂ d-DFRE 0H\ઠ઒ α ˂ ˞ʥ)UHGHULFN - 1HZPH\HUઠ઒ α ˂ ೩ടΊነّԞಋኪͨ˚ᑟe ነӡ‫̊ؿ‬ȹณೕࢄܰၤዌ‫ݘ‬੪̛ɣነ΋ፒ ௟ɡᇾೡe

ነӡΣЄ˱ੜ਩өነ́‫ؿ‬ਝ჌෮ᖫj ነӡ‫ࣂٽ۾‬ං˞ԞᐾፒΛᗘነ́‫৽ݠ‬c˳ ‫ྡྷܢ‬ୌd༝ነdౢ౨ነ࣎՗ነ͚́‫ݚ‬઄஄ ೩eʌαౢ৥c҈ࠨੀࠖω༅Х̯ޫ́Է

ነ൒ᆉነ ነ൒ᆉነ‫ټ‬e ነӡ௖‫ٶ‬ѧ ነӡ௖‫ٶ‬ѧι‫ۺ‬஥ͱ൬‫ؿ‬Щࣂඨᘭઠ۩c ˞ొʠඨᘭ ˞ొʠඨᘭઠነஉ‫ܪ‬e ነӡҰ Ұ஧՚ ነӡҰ஧՚ʄᐾϷ ౝ஝ ໷ҳ᎘ ᎘ ໷ҳ᎘ cԾХ΃ԑʥ΃ ነొʠౝ஝໷ॶɈeϊ ̔cነ ነӡʌ ̔cነӡʌαᑹᐾፒȿͲ ֲ࣎‫ؿ‬ ‫ؿ‬ᒚਝ ֲ࣎‫ؿ‬ᒚਝ՚dˀ̯՚՗ ɻਝ՚ ɻਝ ՚‫৽ݠ‬ ՚‫ݠ‬ ՚ ৽ ɻਝ՚‫৽ݠ‬e

˿˞ʗԔБΕࠗಋ՗‫ے‬ɣ ˿ ˞ʗ ʗԔБ ‫ؿ‬᛽᛻ලj ‫ؿ‬᛽᛻ ᛻ලj ҈ αԞಋc௖‫ٱ‬ɍαͨᓻࣴผɣነc ፭‫ כ܃‬α˱Ƀ‫ے‬ɣϭʌeࠗಋྦྷ҈Ԟ ႓గཫ҈‫ࡼؿ‬c‫ے‬ɣҡɺ̋ܰȹ࠯ɮАȿ ༩ α‫ؿ‬ΔʿcϤܰˤ‫ٲ‬ȿ‫ނ‬ൔ‫ؿ‬ɁၤɁ ɾං‫ؿ‬ᗐ‫ڝ‬e҈ྦྷɣነ‫ؿ‬ᓊᙔ෰՗Ԛ՜෰ Ԏ‫ڈ‬௰क़ࠉ‫כ‬А‫ݯ‬ȹ࠯ዀ࿚cҡ˳‫ܢ‬τ֗ ȹ঴ɮА‫΃ؿ‬ԑ˞ʥ҈ࠨͳ΃‫ݯ‬ɾ‫ؿ৻ר‬ ነ́՗‫م‬ผeΐϊcነӡ‫̰ݯ‬Ԟᘐིೕࢄ ೪଑ࣂcɖ˚߬ϣᄬ஛ԭᗘɁɡeȹܰԎ ٘ɮА‫΃ؿ‬ԑe҈ࠨ໮ΣЄ‫΃ݯ‬ԑొԜҡ Ρʻ౐cᜑˢࠨΕነ୺‫ޢ‬ӠʿࠍՅ੡Կ൙ ൙ ιగcԑพɐ੡Էࣃʠeɀܰ҈ࠨ‫৻רؿ‬ ৻ ྦྷോe҈ࠨ໮ΣЄઐ৽̯Δ‫م‬ผ‫ؿ‬ነୌࠓ ࠓ ࣩe๫ಳcɁɺ̋ܰ౸ᆚɐ‫ؿ‬౸ɥe‫܌܌‬ ‫܌‬ ‫ޚ‬ʦcነӡʑ‫΃ؿ‬ԑ՗΃ነҰ࠯Ɂ஭Ꮆܰ ܰ ౸ʹcՅ௝ˤ‫ ٲ‬着Εነ୺՗ነୌɐ༠Է࠯ Ɂ՗྆᛽‫ؿ‬᎚ଔιᐜe


ssa ay 20 photo eseessay ྇ː‫ܨ‬ԑ ྇ː ː‫ܨ‬ԑ ‫ܨ‬ԑ

>ciZgil^cZY

Text: Jo Kam ᅅʼi‫ܑټ‬ᑈ

June ʒ˂ 2009


21

டଉĶĶঢ়৛੡dஹύඵᖒԑ਎፭ࢄ ࢄˮɰ‫ܨ‬ടΊᎻςɁ‫ذ‬ೋࡼঢ়৛੡ͱ́ʥԯʩ ɁdടΊ‫خ‬ೋࡼஹύඵɤɡ΋ͳ ΛͧೋАeА‫˞ۂ‬Ꮋςʥߛપੱ࿨Ɂ‫˚ݯذ‬cԯ቗‫ݯ‬ ٦˹d৽‫ذ‬ೋА೩e

More than 60 artworks by the late Mr Gao Made, renowned Chinese opera characters painter, and his wife Ms Chen Ruqin, who is also a famous woodblock print astist, are on display at “Intertwined – The Art of Gao Made and Chen Ruqin” exhibition. Most of the works in the exhibition comprise portraits of characters in Chinese operas and love songs of the Miao ethnic group, with some depictions of flowers and animals.


22 featuress ਿá•€ ਿá•€

By Zoey Tsang ์Ô„ŕ°?

'[G ECVEJKPI VGEJPQNQI[ MPQYU YJCV YG UGG Whenever we pick up a newspaper, turn on a TV or walk down a street, we are bombarded by all sorts of advertisements, designs and decorations. In the midst of this information deluge, what matters most to the messenger is how to best capture the public‘s attention amidst the cacophony of information. This is where eye-tracking technology comes into the picture. June Ę’Ë‚ 2009


23

Enter Dr Mike Yao Zhengyu, Assistant Professor of the Department of Media and Communication. He has in recent years introduced this technology to CityU. In 2008, when the Department of Media and Communication was officially established, CityU set up an eye-tracking laboratory. The first of its kind among local universities to use the eye-tracking system for design and social science research, the system enables a reader’s eye movements

to be measured and recorded to ascertain just how much time they spend perusing the different visual elements on a page and in what order these elements are viewed. In the laboratory, a test participant is seated in front of a specially-designed computer monitor. An instrument emits infra-red light into the eyes of the participant and tracks its reflection.


24 features ਿᕀ

Dr Mike Yao

This reveals the exact nature of eyeball

“Programmers can perfect a website’s

movements, measuring the attention paid

functionality but may not know how to

to a particular object, the synchronised movement of the left and right eyes, and

design its layout. Conversely, webpage designers can make a website look

how the eyes follow moving objects. The

wonderful but not factor in the webpage

system can then process this collected

functions and user-friendliness,” said

data for further research.

Dr Yao. “Eye-tracking technology has the potential to link these approaches,

One practical application of eye-tracking

providing a comprehensive overview in

technology is the study of how internet users browse a webpage. Which area of a webpage will a user first look at, how much time will they spend looking at one element and how many steps will be required for a user to complete a task such as logging on or locating the required information? Such data holds obvious allure to website designers, software engineers, content providers and advertisers.

terms of website creation.” Eye-tracking technology can also apply to other graphic design domains, such as poster and print advertisements and window and merchandise displays. “What attracts pedestrians most when they look at an advertisement? Will it be the movie star on the poster, his clothes or the product he holds?” asked Dr Yao. “There are many aesthetically well-designed advertisements. But are they effective? Eye-tracking technology may offer some clues.”

Eye-tracking: UÊÊ ÃÌ>ÀÌi`Ê>ÃÊi>À ÞÊ>ÃÊÌ iÊ£ Ì ÊVi ÌÕÀÞ]ÊÕà }Ê mirrors. UÊÊ Ü>ÃÊÀi >Ì Ûi ÞÊ Û>à ÛiÊ Ê ÌÃÊi>À ÞÊÃÌ>}iÃ]Ê requiring, for example, test participants to wear contact lenses. UÊÊÊV> ÊLiÊ>«« i`Ê Ê` vviÀi ÌÊ>Ài>ÃÊ vÊ daily life, such as comparing the eye movements of novice and experienced drivers.

June ʒ˂ 2009


25 CityU’s eye-tracking laboratory recently conducted a study* comparing advertisements with an ordinary photo and those with photos containing

Attempts to track eye movements were made as early as 100 years ago.

metaphors. Test participants were shown an advertisement with a photo of chestnut coffee and another with a photo of chestnuts forming the shape of a coffee drink. It was found that metaphorical imagery was more eye-catching than the literal alternative. Attempts to track eye movements were >`iÊ>ÃÊi>À ÞÊ>ÃÊ£ääÊÞi>ÀÃÊ>} °Êº Ì Õ} Ê it remains a nascent technology in Asia, it will prove very useful to the creative industries in Hong Kong and Asia,” Dr Yao said. “It is particularly valuable to new media that has emerged in recent years, such as interactive advertising.” Dr Yao plans to use the technology to conduct more psychological and cognitive research by tracking eye movements and

* Note: Working paper by ZHANG Lun, Mike Z. Yao: Does Creative Advertising Work? Exploring Cognitive Process and Persuasive Effects of PictorialMetaphor Advertisings

other physical conditions such as heart rates and perspiration, which will more closely align the technology to academic research. He would like to use the technology to understand how people appreciate art. Are

there differences for example between the way a professional art connoisseur and the average person view the same exhibit? Dr Yao believes such research will help uncover secrets about how humans interpret aesthetics.


26 features ри┐сХА

шжЦч╖Ъ ш╣д ш┐╜

╥Ираи═БтАл▌атАм╬Х╩ДрйЯсШЦреЯdр╝ЕржйсХ╢тАл╪┐▌┤тАм╬▒╦дcсУ║р╢Ар░ВреЮd╠и р╢Ар╜Лр┤╝d╙╢╘╖р┤╖╔Рc╬ИсАнсДд╨╣dроЙ▀оdр╗жр╜ЪcтнХ╩исБ░ ╬Фc╦е╔Б═М╔║р╕Цр│╜e╬г╨Д╬Хрма╬Ыр╝Ержй╔╗▐псЫ╖╦о╘Юc╨╝╩╡ рпЦ╬ЫрмбрмИтАл╪┐тАм╪Зр┤╝cтАл┌М▐ЪтАм╚╣╓Б▄░роЙ▀о╔БрбЧрпЦр╖▒тАл┘ГтАмр╝ЮтАл╪┐тАмeрмб рмИрзБсФЩ╥Мрн║╓╢роИре╢рикр▒К╘Ь╚╣сТитАл▄ЮтАм╩╡e

тАл█ТтАм╔гр░МсЫ╜сБдр╢исЕМ╙б╨ермЙркаркТ█в╠│╬зрпЯ╔бc тАл┘╢тАм╬▒╥РроЫр╢Ц╥Мрн║╩╡╔ГркасКРeр░МсЫ╜сБдр╢исЕМ╙б ╬▒╠│╬▓╬╣═УргВc═ЫроЙ═У╚┐рмбрмИрзБсФЩр╛в сЫ╗█йcтАл█ТтАм╔г╬╣тАл═▓▌птАмр▓Лрм▒╚╣╓║╘Ъ═ВрмбрмИрзБсФЩ ╙брм╗р╡м╧╖роЙ▀о╓╢тАл┘ЕтАмр╕Ь▐лсКРтАл▐втАм╙атАл╪┐тАм╔гсКРe ╬ХрмбрмИрзБсФЩр╛всЫ╗█йшгПc╒Зр╗░┘С╠Лр╢Ш╬к╤Т╬ХрдЛ сВЗр╜Лр║╛сАМ═ор╛н╓╢р▓бр╗░═МсЕЯтАл┌йтАмcсГисКВтАл┌ПтАмр╕Ь╬Й рмбр╣╕р│ХрвВ▐┤╠ФсЗГc╘ОрждсНг▐┤╠Ф сЗГ╩жрвВсЕб╬▓╦Ю╩ермбрмИтАл╪┐тАм╬ИсАнтАл▌атАм рз╜c╦│тАл▄втАмрмбрмИр╛з▄║раптАл╪┐═з╪░тАм

June ╩Т╦В 2009

тАл╪┐тАмсКРриР

╪Зр┤╝c╠Ю╠БрмбрмИтАл╬Г╪┐тАм╥птАлрз╜▌атАмc╦Ю╩ермбрмИрзБ сФЩрмлрз╜тАл╪Чрй▒╪┐═з╪░тАмeсНнтАл▄ГтАмc╙брм╗р╕Ь╥РсЕХсКг ╦▒╦ЮсКмрмЙc╘ЬтАл▐втАм╙а┘СриД╧гe рмбрмИрзБ сФЩ╥Мрн║тАлр╛в╪┐тАмсГМсО╢═В╔╛╚╣cр░Ч▄░тАл▐втАм╙а ╔РсБЙ┘СсУТсЩ┤сБЙраТтАл╪Чрй▒╪┐тАмc╘Э╬г╘Ъ═В┘СрпЦ═▒тАл▐ЬтАм сБЙраТрбЪрап╧╜р║кdрбЪ╘Т╧╜р║ктАл▐ЬтАмрйбрпЦ╔Фd┘ж╬Ы╩н ргВр╢В╓╢╥псЬЭ╔╖ре╢╤з╬╣сЗ╜╬гр│Фржд╓╢р░Ц╥ТтАл▄ЮтАм╓Б р╝Ерв┐тАлрз╗═и╪┐тАмeроЫ╘Тр╝Ерв┐╦┐╦ЮсО│╨ероЙ▀осБЙраТ┘С ╚┐р╗мсБЙраТроЙ▀оре╢╨п╨╝╩╡═Врб╝c▄░╨п╩Ш╬Л═Врб╝ сГП▀мe


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ԯྡྷcξΕ α‫ک‬ɰ຤τɁཹ໰ত፣ଡଈ ‫৽ݠ‬c‫ٶ‬αΐ‫ޫݯ‬Ҍ൬үc˱҄ȿଡଈু ᔙҌ୺‫ؿ‬ೕࢄcᏵ੡‫ؿ‬༅ࢿɖҡ˱ๅᆢe Εԓ‫ݘ‬cଡଈুᔙҌ୺ֆᙔณᒠԑcЎۢ ௟ɡႏ‫ݯ‬c஛ඖҌ୺ྦྷࠗಋ˞ϭԓ‫ؿݘ‬௚ ۢ௟ɡ႓i ၉ࠒɮೡ࢑ॶҐ၉೼‫ؿ‬Έ࠯ ˲ॶ஭உ߮੡‫۾‬ѧഁcЎɺผஉ߮၉ࠒ̔ ᜮhϤ߲ஐ၉ࠒஉّ߮ॶҐ၉ࠒஉ߮੡ ޻ረ޻ۙcЎɺผϣᄬ၉ࠒ‫ܰॶ˲ؿ‬Яྡྷ ͂eଡଈুᔙҌ୺ॶਪᎳХˢࠨȿ໬͂ࡼ ֺ෱cʃ໤ɺӷcҝഁ၉ࠒஉ߮e ଡଈুᔙҌ୺ɖ˿˞Ꮆ͂‫כ‬ԯˢ̡ࠍஉ ߮cΣᄤйdᕫ೥உ߮ʥஒ‫ۂ‬ᒻ‫י‬உ߮ ೩eۢ௟ɡᐾԝ႓i Ӡ௄ϷɁ‫ࠍ̡ޜ‬ᄤ йࣂcܰ‫ޜ‬ᄤйɐ‫ܱעؿ‬d‫ܱע‬Ӹɐޮ‫ؿ‬ ϸ‫ר‬cᑹܰʹɐࢬ 着 ‫ؿ‬ଐ‫ۂ‬ՙj҈ࠨ‫ޜ‬༦ ஈΛ၀੟‫ؿ‬ᄤйcЎܰ̚ࠨ༠Է͌‫ؿ‬ȿ ලjଡଈুᔙҌ୺˿˞‫ݯ‬ˢࠨొԜҡΛᇃ ॗe ‫ے‬ɣଡଈুᔙྡྷ᛻۩௖‫ٶ‬൬Ϸȹඖ‫ޢ‬Ӡ c ʗ‫׹‬ɁΣЄႏ‫ك‬ȹঁ྇ːᄤй՗ȹԒ˳ф ᒔ௵ֶോᄩ෮ຮ‫྇ؿ‬ːᄤйcΣͿτȹ‫״‬ ࣘɥՊ਋‫྇ؿ‬ːᄤй՗ͿτࣘͅɥʘιՊ ਋ඝࢿѼ‫྇ؿر‬ːᄤйe೶‫׮‬ೕଊc˳ф ᒔ௵ֶോᄩ෮ຮ‫྇ؿ‬ːᄤй༖ॶмʵɁ‫ؿ‬ ؇෮cϤ˘ၤȹঁᄤй‫ˈޚ‬cΣܰфᒔ௵ ֶോᄩ෮ຮ྇ː‫ؿ‬ᄤйcɁࠨ‫ؿ‬഼ᇃ৤ज Ε‫ۂ‬ಶϽສɐࣂං༖‫ٽ‬e

෮ɮพ‫ޢ‬ӠτᎳХe ྦྷ‫ٶ‬αԞ‫ؿ‬ณጙఌ ᛽cΣʃ৽ᄤй೩cʮԯτ͂e‫ے‬ɣξΕ α‫ک‬ɰ඀ፒณఌ᛽ᇾೡc஛ඖҌ୺Ɋʗ ʘ΋ఌ᛽ၤඨᅌӡ༎ነޫઠነ՗‫ޢ‬Ӡ‫ؿ‬჏ ߬c ۢ௟ɡ႓e ۢ௟ɡѴશ̰ԞॶਪС͂Ҍ୺А൬ȹү‫ޢ‬ ӠcԝΣ೶΋ଡଈুᔙ՗ಡ൴ʶ༐dˮώ ೩Ӹ᛽‫ؗر‬cАҡ૯Ƀ‫ؿ‬ʶଉ՗ႏ‫ޢك‬ ӠcԎҐҌ୺ొʠϭԮነ୺ֲ‫ޫؿ‬ነ‫ޢ‬Ӡ ˋๅc΃ࣂ˿˞С͂஛ඖҌ୺‫ޢ‬ӠɁᗘΣ Є‫؀‬ሌᖚ୺cԝΣਿพᖚ୺ᛆሌࡼ՗ౝ஝ Ɂ‫؀‬ሌᖚ୺‫ࣂۂ‬τ‫ޅ‬ფɺ΃eۢ௟ɡႏ ‫ݯ‬c஛ඖ‫ޢ‬ӠτХଉ໬Ɂᗘ‫ؿ‬ᄗ޻ᜮe

ഽi ਜ਼࠷d̳ۢΧᅅᄘɻ‫ؿ‬ሃʼi Does Creative Advertising Work? Exploring Cognitive Process and Persuasive Effects of Pictorial-Metaphor Advertisings

ᐣᜮଡଈুᔙҌ୺ UÊÊ ξΕ ˖޵ɰ຤τɁ඀ն‫ޢ‬Ӡc๫ࣂԚ͂ ‫ؿ‬ɮԮܰȹࠍᗂɥe UÊÊ ೕࢄ‫ٱ‬౨Ƀ‫ֲڍ‬༖ੜcԝΣ჏߬ಡ໰ّ৉ ᎼᒔѼଡᗂcଊʌ‫ؿ‬ณҌ୺ɰҐɃ‫ֲڍ‬ಕ Է௖Гe UÊÊ ˿˞Ꮆ͂Է́‫ݠ‬ɺ΃ეਟcԝΣˈ༖‫ٱ‬ነ ቝቛّ՗຤᛻ᔔఒቝቛّΣЄ༜഼͂ᇃe


gown own to ow to ttow town ow o wn 28 from gow ්࣎ͅԷ‫م‬ผ ࣎ͅ ්࣎Է‫م‬ผ ්Է ් Է‫م‬ผ ‫م‬ผ

<Vc\hiZg VbW^i^dch hjXXjbW id hdX^Va b^hh^dc By Eliza Lee ңऔ‫ݿ‬

᫖ᑞᝂᙞᅖₐឰᐩ⏠᛻Ồ At the age of 11, Ms Fermi Wong Wai-fun came from Fujian province to Hong Kong. Enduring much discrimination as a new immigrant, she wrote in a Form 1 composition that she wanted to become a girlfriend of a gangster leader. “Because of this statement in the composition My Aspiration, I got the chance to learn about social work.” Her teacher thought she was a bad student and arranged for her to see a social worker weekly. It stude was then she first learned of a career that could help others and steer her clear of a life in the company of gangsters.

June ʒ˂ 2009

Fermi has done volunteer work since Form 3. Gratification from helping others was the t determining factor in her decision

was another time they held their tutorial class on a rooftop hut in Tsuen Wan, discussing the relationship between social

a social worker. “As long as to become be we are a willing to give a little more, we are able to help improve the lives of others. With knowledge and a caring heart, we can relieve their pain and prevent misfortune from recurring,” she said.

policy and social work.

Fermi completed both her diploma and bachelor’s degree at CityU. CityU’s social work programme not only inspired her to think about the meaning of social work but also provided unforgettable memories. She once spent the night with

In 2001, Fermi and her friends founded Hong Kong Unison. As the organisation’s Campaign Director, she works with six fulltime staff and more than 200 volunteers. She believes strongly in transforming the impossible into the possible and devotes herself to seeking equal rights for ethnic minority residents in Hong Kong. Due to budgetary constraints, she did not receive any salary in the first three years. Yet she continued to work very

teachers and classmates on a beach, chatting about life and aspirations. There

hard for the minority groups as a full-time volunteer social worker. Her devotion and


29 persistence gradually rubbed off on those

“There are more frontline social workers to

around her.

serve the minority groups now and many

Fermi is grateful to those who have

of the outstanding workers are CityU graduates. It’s all because of the guidance

helped her through the tough times.

of CityU teachers that we have this

“A CityU accounting teacher learned

noble tradition of serving other people,”

from the newspaper about my work and Hong Kong Unison’s difficult situation.

she added. She is willing to revisit the University to share her work experience

She immediately let us use her sea-view

and community development skills with

office without charge,” she recalled. She

her fellow students.

also expressed heartfelt thanks to the support of teachers at the Department of Applied Social Studies. Dr Alice Chong Ming-lin, Associate Professor of the department, served as the Second Deputy Chairperson of the Executive Committee

With persistence and belief, Fermi has raised the profile of minority groups. In 2005, she was conferred the Commendation for Community Service from the Chief Executive and recently

of Hong Kong Unison, and Dr Kam Pingkwong, also Associate Professor from the same department, took students to the organisation for fieldwork and research.

received the 18th Outstanding Social Worker Award.

˔య٧ ัͅါ‫ۺ‬Ԟಋcณଫ̵Ӹͫ˥΢ཙՇ‫؂‬഼cɻȹԅα΢͓Ɏҁᗙ߬ ҁᗙ߬ య٧ ๫ඣ‫م‬ผɣࡐ‫ؿ‬ɤ‫ש‬ʤe Ͳΐԅᆵ ҈‫ؿ‬ҁᗙ cɷઅᘩ‫م‬ɮc ˔య٧ ᖾॐᖾ႓eࡈԞϢ࢑႒˞‫ݯ‬΢ܰᕝነ́cΪખ΢Ұܱ౨ၤ‫م‬ɮӮࠍc੣ϊ΢ ೕଊࡈԞτȹိɮА‫˞˿ܫ‬ᎳХɁɌτνɃe ˔య٧ͅɻɍ඀ն২ຮɮc‫۾‬௩ᚭ੣ᎳХП Ɂɻ੡Է‫֗ؿ‬ါ෰c༟͓ҁ๫‫م‬ɮe ̋߬ᗙ ෮Λ˟ˮȹᒨcగ˿˞ҝഁПɁ‫ݠ́ؿ‬e‫ك‬ᖫ ˱ɐෲʶc‫ޅ‬ϭ˿˞ᄧᚊȹະɁcಕႦߕᗒc ᑷЛɺ֗֝ᙩc ΢႓e ͅʼንᇾೡԷነɡଓพc˔య٧ϬӰܰϛ ʗϛ ‫ے‬ɣɁ e‫م‬ɮᇾೡઢೕ΢‫܆‬ϣ‫م‬ ผɮА‫ؿ‬෮ຮcԯɻτ‫۾‬Λ࣯࿾ᗒѿ‫ؿ‬Α ኙi๫αၤ΃ነʥϢ࢑ȹ঴Εҳᚯɐ஝ࡿ ༠̭ᇹଉ෱dሃɁ́hɌੀኒ࠳ᇾจԷঔ ᜪ‫ؿ‬ʨ̎۰൬Ϸcদሃ‫م‬ผ‫ܧ‬೪ၤ‫م‬ผɮ А‫ؿ‬ᗐ‫ڝ‬e ˔య٧ αၤ‫ש‬ʤ௚͓ࠗಋጪᅥผ ጪ ᅥผ cଊᓻ࠮ᘪᐢဟcኟτʒΊͲᓻࡗ ɮʥ ΛΊຮɮc‫ג‬着ੀ‫ޜ‬ɺӮ‫ؿ‬ᛰ‫ޜݯ‬ ੡Ӯ‫ؿ‬Ԛ՜cߎɈ‫ࠗݯ‬ಋʭᅕપ໢̵̟‫ج‬ Յ̡೩e௖‫ٱ‬ɍαcͅ‫כ‬༅‫ټ‬τࠉc΢Ӏ τͨЄνɃc˞ຮɮӸͫ‫ݯ‬ʭᅕપ໢‫׭‬լ Ϲൠcႏभ‫ྸؿ‬۹՗ྦྷʔຮ‫ؿ‬ਨ着c෰ܷȿ Ӹᖾ‫ؿ‬Ɂe

˔య٧Ɋʗ෰ው๫α‫ؿ‬ுɻ঺‫ّݳ‬e ‫ے‬ ɣτϽผ߮ӡϢ࢑c੣ంɐȿ໬Է҈‫ؿ‬ɮ Аc‫ك‬༞ጪᅥผ‫ؿ‬шᗒ‫ڏ܃‬Л൒ࠥˮࣵౡ ፒʔ۩c ΢Αኙ༞e΢ɖѿɺȿ‫ے‬ɣᎶ ͂‫م‬ผޫነӡϢ࢑‫ؿ‬ʻ‫ܛ‬ၤར᎞c৹ઠ઒ ୥‫ע‬ᇘ௟ɡ౦ኪͨጪᅥผਨϷկࡗผ଱ɀ ৹˚࢐c৹ઠ઒̀‫ͮݰ‬௟ɡ‫ڬ‬ผ੓ეነ́ Էጪᅥผྡྷୌd২‫ޢ‬Ӡe ଊΕτஈΛ‫ک‬ᇃ‫م‬ɮ‫ݯ‬ʭᅕપ໢‫৻ר‬c ‫ٲ‬ଊˮϳ‫ؿ‬ɣ஭ܰ‫ے‬ɣ࢑ѺհeͲቌ‫ے‬ɣ Ϣ࢑੓ეcɷτ஛ိଉ෱‫ؿ‬ඨֻc ΢໤ ˨႓cԎ‫۾͐ٲ‬ᅥ෮Αɣነၤ࢑ѺհʗԔ ɮА຤᛻ʥԯ‫ਂم‬ɮАʿؒe ˔య٧ንᔄ‫֨ڌ‬ʥᒆϤɺછ‫ؿ‬၀ुc˥‫م‬ ผ෵Ԟ෵ᗐ؇ʭᅕપ໢e αc΢Ᏽ੡ Ϸ‫ٽܧ‬ւ‫৻רਂم‬ᆉc௖‫ٶ‬ҡᏵ੡଱ɊɄ ։᎚Ӟ‫م‬ɮ࿘ᙷe຤༦ɊαЦɈc΢ྦྷʭ ᅕપ໢‫ؿ‬঳ᘆɰᏵ੡‫م‬ผٛցe


ro om th the he he h heart ear at 30 straight ffrom ‫ے‬ɣɁႍ ‫ے‬ ‫ے‬ɣ ɣɁႍ Ɂႍ

rescription P Even E ven allowing for the fact I was stepping into the unknown when I came to u nkno Hong and CityU to H ong Kong K pursue my college study, I could p ursue m have expected to gain so never hav never much m uch ch fro from this university. CityU is sstill till young but b its insatiable energy and a nd enthusiasm ensure it excels in sso o many fields. One O has to admit that objective of this university tthe he education obje iiss clear and effective - turning students into professionals. p rofessionals.

I started myy studies here with that a foundation year th hat provided the opportunity to familiarise myself with the university community and explore various science subjects. By attending extracurricular programmes organised by CityU and other HK educational institutions, my eyes were opened to international society. All of this prepared me well for the following three years in Hong Kong and I began the process of developing my professional and global perspective. Students at CityU have access to all types of hands-on training and education. For example, in my department, besides the course-required lab classes, professors often offered places for students to work with the PhD students. For me, this resulted in a year of volunteer lab work, the chance to travel to Japan for an internship and to complete my finalyear project. Motivated by the positive CityU environment, I also secured two June ʒ˂ 2009

internships int internsh last summer, at Columbia University Universi and the Genome Institute of Singapore. In regard to out-ofdiscipline study, I received funding to go to Spain for a language and culture immersion programme run by the English department, where I had the chance to indulge in European life and improve my language skills. After four years of study at CityU, I am now determined to dedicate myself to biomedical study. Admission to Oxford University is certainly an honour, but more importantly I want to stress that without the strict but caring training I received or the internship and exchange opportunities afforded by this university, none of this would have been possible. I am proud d of having been a student here ere and an nd am m sincerely grateful to all the people le e who wh ho o have helped along the way. y. Remembering Remem Re mberi rriin ng g this, I will keep working hard rd in my future fut u ure e studies and hope one day to be become ecco ome ea source of CityU pride.


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for success

ι˲‫ؿ‬Ӫʿ

ԞಋԷ‫ے‬ɣ࠳ᚾነϽcᒖಳξτࠍྦྷΈඖ̰‫ك‬ᅕ‫ؿ‬ʶଉๅௐc‫ڳ‬ຒຒӀ෱Է ˿˞੡Է஛ფɣνᖆe‫ے‬ɣʋܰȹֺαႦ‫ؿ‬ɣነcಳϤ‫ݠ‬Ɉ˨Ҹc˨࿶ᆅ ໶cΕΛʿࠍɰՅ੡᎚Ӟιగeɣࡼ஭ผ΃෮c‫ے‬ɣτ‫۾‬૜౞՗τࢽ‫ؿ‬ઠө ͌ᅟiЩ਩өነ́ι‫ݯ‬ਿพɁɷe ҈Ε‫ے‬ɣͱܰ࠳ᚾਥᓣαᇾೡc ܰ࠳ᚾਥᓣαᇾೡc ΐϤτዀผᆃ੪ɣነ‫ؿ‬᏷ ᆃ੪ɣነ‫ؿ‬᏷ ࠯ޫነޫ ྊcԎΕΛ࠯ޫነޫ ͌ɻᚬጫፕ࠳࡚ȹ ࠳࡚ȹ ޫe਄˱‫ے‬ɣ՗ ԯˢࠗಋঢ়೩ ነ֚ᐾፒ‫ؿ‬ᇾ ̔‫৽ݠ‬c˥҈ ଡ‫ވ‬ɣ඀cҡ ˱ȿ໬ਝ჌‫م‬ ผe஛Ԓ‫҈ݯ‬Ε ҈Ε ࠗಋ‫ؿ‬ɍαነୌ ̨ɎӪΡਥᓣcᖾ ᓣcᖾ ነୌਿพ‫ك‬ᖫcᖾ‫ׅ‬ ᄖਝ჌഼யe ‫ے‬ɣ‫ؿ‬ነ́яτዀผઅՇΈိઠө՗ྡྷୌ яτዀผઅՇΈိઠө՗ྡྷୌ ਩ফe˞҈‫ؿ‬ነӡ‫ݯ‬ԝc৖ȿޫ͌உց‫ؿ‬ ྡྷ᛻ᇾɾ̔cઠ઒ᑹ੒Ϊખ҈ࠨၤ௟ɡ ́ȹ঴ɮАe҈ΐϊ২ȿȹαຮ৻ྡྷ᛻ ɮ А c Ԏ τ ዀ ผ Է ˀ ̯ ྡྷ ୌ c ѧ ι ଓ พ Аพe Ε‫ے‬ɣዶรར᎞ነୌ‫৽ڔࣩࠓؿ‬Ɏc҈˾ αౢ৥Ᏽ੡ԭωྡྷୌዀผcʗП˾ȿࡐ࠷ ˈԓɣነ՗ณ˱գਥΐୂ‫ޢ‬ӠɻʶeΕ ޫ̔ޫነୌʿࠍc҈Ᏽ༅Х˾Ϲऒˑc਄ ˱ߜʼӡᐾፒ‫ ؿ‬ႍӰʥʼʝ૯Ƀነୌ߮ ི c৖ȿτዀผΕᅩ‫̔ݠ́ݘ‬cᑹొʠ ȿႍӰҌ̝e

Ε‫ے‬ɣѧι̒α Ε‫ے‬ɣѧι̒αᇾೡ‫܃‬c҈Һցነ ୌ́‫ذ‬ᔢነ ୌ́‫ذ‬ᔢነeᏵ੡˒‫ݛ‬ɣነՅ፣ ՞ಳ‫۾‬࿘֗cЎ҈߬ੜሁ‫ؿ‬ ܰc҈Ε‫ے‬ɣ੡ԷᗲᔑϤୀ ܰc҈ ʶ‫ؿ‬਩ফcԎᏵ੡ྡྷୌ՗ ʶ‫ؿ‬਩ ͚‫ؿݚ‬ዀผeӀτ‫ے‬ɣ‫ؿ‬ ͚‫ݚ‬ ਩өc஛ȹʘ஭ɺ˿ॶೕ ਩ө ஛ ʘ஭ɺ˿ॶೕ ́eॶਪι‫ےݯ‬ ɣ‫ؿ‬ነ́c ɣ ነ́c ɣ‫ؿ‬ነ ҈෰ԷϬ ҈ ෰Է ԷϬ ႚe҈ ট ʶ ෰ ᑢֺτ౦ ຤ԾХ҈ ነୌ ҈ነ ‫ؿ‬Ɂe҈ผႼত஛ȹ ‫ؿ‬Ɂe҈ผႼত஛ ஛ȹ ʘc˞ϊው᎞Ϭɯੀ ʘc˞ϊው᎞Ϭɯ ɯੀ ԞЦɈነୌcѴશτ ȹʨॶਪԚ‫ے‬ɣ‫҈ݯ‬෰ ‫҈ݯ‬෰ ԷϬႚe

Jamie Zhan Bao Year 3 BSc (Hons) Applied Biology student ໽ᗸ Ꮆ͂́‫ذ‬ነ࿘ᙷଉነɡᇾೡɍαज़́



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