Curriculum Vitae

DR. UMAR HAKIM BIN MOHD HASRI

Senior Lecturer
  • Department of Media and Communication Studies
    Faculty of Arts and Social Sciences
  • umarhakim
  • 03-79677022

BIOGRAPHY

Dr. Umar Hakim Mohd Hasri is a Senior Lecturer in Media and Communication Studies at Universiti Malaya. He holds a Bachelor of Science in Media Arts and Technology from Rochester Institute of Technology, New York, USA, and earned both his Master's and PhD in Media and Communication Studies through research at Universiti Malaya, completing his doctoral degree with the notable Graduate-On-Time (GOT) award in 2024.

Dr. Umar’s research focuses on transmedia storytelling, with a particular interest in the Malaysian animation industry. His recent work explores how the BoBoiBoy and Ejen Ali franchise utilizes cross-platform storytelling to create immersive and complex narrative universes. He has published in high-impact journals indexed by both WoS and Scopus, including Media International Australia, Atlantic Journal of Communication, Communication and Research Practice, and Malaysian Journal of Communication (Jurnal Komunikasi).

He has extensive teaching experience, leading courses in Multimedia Production, Screenwriting, Media and Society, Research Methodology, and Introduction to Social Sciences at both undergraduate and postgraduate levels. His teaching philosophy emphasizes creative exploration and critical engagement, inspiring students to produce innovative media projects.

In addition to his academic roles, Dr. Umar previously worked at Universiti Malaya Press for nearly four years, serving as a Project Officer. He played a key role in several digital transformation projects, including implementing database asset management systems to handle and secure large media assets, leading digital book conversion and management initiatives, and digitalizing management processes and filings. His expertise extends to event management, media representation, and strategic communication.

Dr. Umar’s current research interests center on uncovering effective strategies in communication through immersive technology, transmedia storytelling, and digital transformation. His work focuses on how these approaches can drive economic advantages in local markets and create pathways for expansion into international trade. While grounded in media and communication studies, his research aims to bridge innovative storytelling techniques with strategic digital practices, empowering media organizations to enhance their global competitiveness.

ACADEMIC QUALIFICATION

  • Doctoral Degree (PhD), (Arts)
    Universiti Malaya (UM)
  • MASTER OF ARTS, (Arts)
    Universiti Malaya (UM)
  • BSc (Media Arts & Technology), (MEDIA ARTS AND TECHNOLOGY)
    Rochester Institute of Technology, New York

ADMINISTRATIVE DUTIES

  • Coordinator
    06 Aug 2025 - 06 Aug 2027 (Department)
  • Coordinator
    01 Jul 2025 - 30 Jun 2027 (Department)
  • Perlantikan sebagai ahli jawatankuasa pelaksana AUN-QA Programme Assessment di Fakulti Sastera dan Sains Sosial
    21 Dec 2025 - 23 Dec 2025 (Department of Media and Communication Studies, Faculty of Arts and Social Sciences)

WORKING EXPERIENCE

  • 11 Dec 2017 -
    31 Aug 2021-
    Publishing Officer (n41)
    University of Malaya Press (UM Press)
  • 01 Feb 2016 -
    31 Aug 2016-
    Cross Media Assistant
    Rit Press, Rochester

PUBLICATIONS

Article in Journal
WoS
  1. Hasri, Umar Hakim Mohd; Syed, Md Azalanshah Md (2025). Exploratory worldbuilding: bottom-up strategy and continuity in Ejen Ali transmedia narrative development, MEDIA INTERNATIONAL AUSTRALIA. . doi:10.1177/1329878X251333803
  2. Hasri, U. H. M., & Syed, M. A. M. (2021). Tying multiple installments in a single storyworld: Visiting worldbuilding through Power Sphera Universe in Malaysian animation franchise, BoBoiBoy. Media International Australia, 180(1), 131-147. doi: 10.1177/1329878x20978707
Scopus
  1. Mohd Hasri U.H., Md Syed M.A. (2025). Enhancing transmedia component through world building; the case of Ejen Ali franchise, Communication Research and Practice. 11(1), 63-79. doi:10.1080/22041451.2024.2364970
  2. Mohd Hasri U.H., Md Syed M.A. (2025). Exploratory worldbuilding: bottom-up strategy and continuity in Ejen Ali transmedia narrative development, Media International Australia. . doi:10.1177/1329878X251333803
  3. Zhao Z., Mohd Adnan H., Mohd Hasri U.H. (2025). Designing Emotional Connections: A Conceptual Analysis of AI-Driven Virtual Anchors in Media and Digital Culture, Paper Asia. 41(5), 497-512. doi:10.59953/paperasia.v41i5b.672
  4. Mohd Hasri U.H., Md Syed M.A. (2024). Enhancing transmedia component through world building; the case of Ejen Ali franchise, Communication Research and Practice. . doi:10.1080/22041451.2024.2364970
  5. Mohd Hasri U.H., Syed M.A.M. (2024). A Paradigm Shift in the Malaysian Animation Industry: Inclusive Transmedia Storytelling and Cultural Preservation Contrary to Global Trends, Jurnal Komunikasi: Malaysian Journal of Communication. 40(3), 132-151. doi:10.17576/JKMJC-2024-4003-08
  6. Mohd Hasri U.H., Md Syed M.A., Runnel C. (2022). Transmedia storytelling in the Malaysian animation industry: embedding local culture into commercially developed products, Atlantic Journal of Communication. 30(2), 115-131. doi:10.1080/15456870.2020.1835909
  7. Mohd Hasri U.H., Md Syed M.A. (2021). BoBoiBoy and the Contextualization of Transmedia Storytelling in Malaysian Animation Industry, Palgrave Series in Asia and Pacific Studies. , 59-82. doi:10.1007/978-981-15-7857-1_4
  8. Mohd Hasri, U. H., & Md Syed, M. A. (2021). Tying multiple installments in a single storyworld: Visiting worldbuilding through Power Sphera Universe in Malaysian animation franchise, BoBoiBoy. Media International Australia, 180(1), 131-147. doi: 10.1177/1329878X20978707
Others
  1. Hasri, U. H. M., & Md Syed, M. A. M. (2025, April). Crafting a spy and espionage universe: Cross-platform worldbuilding in Ejen Ali franchise. Journal of Media and Information Warfare, 18(1), 17–27.

RESEARCH PROJECT

National
  1. 2025 - 2026, RU Geran - UMCares
    Suara Bukit: Mini Documentary Festival on Nature & Community ( Co-Researcher)
University
  1. 2025 - 2027, University Grant
    Reka Bentuk Dan Penilaian Usabiliti Prototaip Animasi Pesanan Khidmat Awam: Pemakanan Sihat Pelajar Universiti ( Co-Researcher)
  2. 2025 - 2026, University Grant
    Fan Art and Brand Visibility in Malaysian Animation: Exploring Participatory Culture in the Ejen Ali Fandom ( Principal Investigator(PI))

CONSULTANCY PROJECT

  • Workshop On Writing Effective Press Release, Embassy of the Republic of the Philippines
    15 Jul 2025 - 22 Jul 2025 (National)

PAPER PRESENTED

ORAL PRESENTER
  1. Worldbuilding in the Malaysian Animation Industry; The case of Ejen Ali, Global Conference of Communication, Culture, Contemporary Media: Cultivating Creativity for Future Communication (GLOCOM) 2023, Faculty of Languages and Communication, Universiti Pendidikan Sultan Idris (UPSI) (National) (12 Jul 2023 - 14 Jul 2023)
  2. Growing a superhero: a worldbuilding analysis on Malaysian Animation Franchise, BoBoiBoy, 4th Conference of Language, Linguistics, and Literature (COLALITE), English Literature, Faculty of Humanities, Universitas Jenderal Soedirman (International) (12 Nov 2020 - 13 Nov 2020)

ACADEMIC/ PROF. SERVICES

Evaluation
  1. (2025) Article Reviewer for "drillability & Worldbuilding: Reconstructing Joker in Fanfiction as The Tragic Villain", International, (Reviewer)

SUPERVISION

Postgraduate Student
  1. (2026) VISIBLE CLASS, EVERYDAY SPACES: MEDIA PLATFORMS, SPATIAL PERFORMANCE, AND MIDDLE-CLASS IDENTITY IN EAST ASIA, ZHOUQIAN
  2. (2025) Douyin Digital Charm: A Study on The Appeal of Virtual Influencers Among Chinese Young People, ZHANG ZHAO
  3. (2025) Triggers and Mechanisms of Information Encountering on Mobile Social Media Among Chinese Young People, HAONAN SUN
  4. (2025) Research on China's Reality TV Show from the Perspective of Carnival Theory, SHOUKUI CUI
  5. (2025) INFODEMICS AND THEIR IMPACT ON COVID-19 THROUGH SOCIAL MEDIA, PAULUS GRAHAM JOHNSON
  6. (2025) THE INFLUENCE OF GREEN MARKETING ON CHINESE CONSUMERS’ SUSTAINABLE PURCHASE INTENTIONS: THE MEDIATING ROLE OF SOCIAL MEDIA ENGAGEMENT ON TIKTOK, LI PEIXUAN
  7. (2025) AESTHETIC PREFERENCE AND IMMERSIVE INTERFACE EXPERIENCE: A PRACTICE-LED STUDY ON USER-CENTERED DESIGN IN HUMAN-COMPUTER INTERACTION, GAO XIANGTING
  8. (2025) DIGITAL RESILIENCE AND LABOR PRECARITY IN PLATFORM ECONOMIES: A COMPARATIVE STUDY OF NON-TOP-TIER SHORT-VIDEO CREATORS ON DOUYIN AND YOUTUBE, JIANG LIMING
  9. (2025) THE IMPACT MECHANISM OF DATA MEDIA ON THE DISSEMINATION OF ASIAN POPULAR CULTURE., FUTENG ZAN
  10. (2025) FEMALE PRACTITIONERS' NARRATIVE STRATEGIES AND IMAGE RECONSTRUCTION OF FEMALE CHARACTERISATION IN JAPANESE COMMERCIAL TV ANIMATION, ZHANG ANQI
  11. (2025) CULTURAL STORYTELLING IN BANGLADESHI TELEVISION COMMERCIALS (TVCS): ANALYZING LOCAL NARRATIVES AND THEIR IMPACT ON CONSUMER PERCEPTION AND INDUSTRY PRACTICES, SK ABU RAIHAN SIDDIQUE
  12. (2025) IMPACT OF MOBILE GAME IMMERSION AND DURATION ON DIGITAL IDENTITY AMONG CHINESE ADOLESCENTS, WANG MEIXIAO
  13. (2025) IDENTITY OF HER：THE FEMALE CHARACTERS IN CHINESE GENRE FILMS IN RECENT DECADE, XU YUANHONG
  14. (2025) THE MAKING OF MANIA: MULTIDIMENSIONAL CONSTRUCTION OF FAN EXPERIENCE IN THAI POP CULTURE, TIE SHAOJIE
  15. (2025) CONSTRUCTING MALAYSIA: A QUALITATIVE STUDY OF JOURNALISTIC PRACTICES AND NEWS REPORTING IN CHINA DAILY AND SOUTH CHINA MORNING POST, LIU CHENGMING
  16. (2025) WHEN ASH GROWS UP: A QUALITATIVE STUDY OF PARTICIPATORY CULTURE AMONG OLDER POKÉMON FANS, LI ZHAO
  17. (2025) NETWORKED FANDOM: A STUDY OF INFLUENCE, COMMUNITY, AND DATA INTERPRETATION IN FANTASY PREMIER LEAGUE WITHIN THE SOUTHEAST ASIAN CONTEXT, ALI PRIYAKORN
  18. (2025) CROSS-PLATFORM STORYTELLING AND INTERACTIVE CO-CREATION: A STUDY OF NARRATIVE STRUCTURES AND USER PARTICIPATION MECHANISMS IN TIKTOK AND YOUTUBE SHORTS, MA XINYU
  19. (2025) Entrepreneurs as Influencers: Case Studies of Marketing Communication Strategies in the Malaysian Digital Supplement Sector, NIK AIDA BINTI N MAHAMED
  20. (2025) Designing with AI in Malaysia: Cultural Integrity and Ethical Adaptation in Publishing, NOOR AZREE BIN MOHD HANIFIAH

TEACHING

Full-Time Equivalent (FTE)
  1. (2026) AIM1002 - Introduction to Media Design
  2. (2025) AIM2011 - Electronic Publishing
  3. (2026) AIM2017 - Multimedia Production
  4. (2026) AQA7014 - Research Methodology for Creative Media

COURSE ATTENDED

Internal/ External Course
  1. ADVANCING SCHOLARS IN CAREER DEVELOPMENT AND EDUCATION (ASCEND), UNIVERSITI MALAYA (12 Aug 2024 - 23 Aug 2024)
  2. MANAGEMENT AND PLANNING TOOLS, THE STRATEGIC APPLICATION, ONLINE (DALAM TALIAN) (04 Aug 2020 - 04 Aug 2020)
  3. ANALISIS DATA DAN DASHBOARD MENGGUNAKAN PIVOT TABLE, KURSUS SECARA DALAM TALIAN (ONLINE) (06 Jul 2020 - 06 Jul 2020)
  4. STRATEGI PERHUBUNGAN AWAM MELALUI MEDIA, BILIK SENAT ARAS 4 BANGUNAN CANSELERI (24 Jul 2019 - 25 Jul 2019)
  5. KURSUS ORIENTASI STAF BAHARU UNIVERSITI MALAYA SIRI 2/2019, AUDITORIUM TUN MOHAMED SUFFIAN FAKULTI UNDANG ? UNDANG (17 Jul 2019 - 17 Jul 2019)
  6. MANAGING MULTIPLE TASKS AT WORK PRIORITIES / (MENGURUS KEPELBAGAIAN TUGAS MENGIKUT KEUTAMAAN KERJA), BILIK SENAT ARAS 4 BANGUNAN CANSELERI (10 Jul 2019 - 11 Jul 2019)
  7. BENGKEL PERANCANGAN STRATEGIK, UM INNOVATION INCUBATOR COMPLEX (10 Jan 2019 - 11 Jan 2019)
  8. BENGKEL PERSEDIAAN PEGAWAI PENYELARAS KAJIAN STRUKTUR ORGANISASI & PERJAWATAN UNIVERSITI MALAYA, BILIK SENAT, ARAS 4, CANSELERI (27 Oct 2018 - 27 Oct 2018)