Pedagogically Guided Integration of Generative AI in Mandarin Chinese Academic Writing: Lecturers’ Perspectives from Higher Education

Syaza Hazwani Zaini, Hui Guo Zaini — Tue, 13 Jan 2026 00:00:00 +0000

This study explores lecturers’ perspectives on integrating Generative AI Writing Models (GAIWM) into Mandarin Chinese academic writing instruction, with particular attention to pedagogical strategies, instructional design, assessment practices, and implementation challenges. Adopting a qualitative exploratory design, the study draws on semi-structured interviews with expert lecturers at Guangxi Art University. Data were analyzed using thematic analysis to identify recurring patterns related to GAIWM integration in academic writing pedagogy. The findings reveal four interrelated themes: (1) pedagogically guided integration of GAIWM as a supportive instructional scaffold, (2) alignment of AI tools with Mandarin Chinese academic writing conventions, (3) structured instructional design and process-oriented assessment of AI-based activities, and (4) challenges related to ethics, technological limitations, and professional development needs. Lecturers emphasized teacher mediation, contextual relevance, and controlled AI use as essential for meaningful learning outcomes. The study contributes a context-sensitive thematic model that conceptualizes effective GAIWM integration as an interaction among pedagogy, linguistic context, instructional design, and institutional capacity. The findings offer practical implications for writing instruction, curriculum design, and professional development in AI-enhanced higher education. By foregrounding lecturers’ perspectives in Mandarin Chinese academic writing instruction, this study addresses a critical gap in the AI-in-education literature and advances understanding of responsible, pedagogically grounded generative AI integration beyond English-dominant contexts.

Digital Marketing Communication of Local Products: A Case Study of Digital Marketing Content on Instagram Reels @zaynacoffee.official

Wahid Nur Fajri — Sat, 17 Jan 2026 00:00:00 +0000

The Development of information and communication technology has driven significant changes in marketing communication practices, particularly through the use of social media as an interactive, visually oriented platform for message delivery. Instagram Reels has become a widely adopted feature among businesses to enhance audience reach and engagement, especially for marketing local coffee products. This study aims to analyze the characteristics of Instagram Reels content, describe content performance based on engagement indicators (views, likes, comments, and shares), and examine the frequency of Reels uploads as part of Kopi Muria Zayna's digital marketing communication strategy through the @zaynacoffee.official account. This research employs a descriptive quantitative method with a descriptive quantitative content analysis, examining all Instagram Reels content uploaded during the periods December 2023–November 2024 and December 2024–November 2025. Data were collected through observation and documentation, and subsequently analyzed using descriptive statistics to identify trends and differences in content performance, particularly in engagement indicators across the two periods. The findings indicate that the Reels content of Kopi Muria Zayna emphasizes consistent visual presentation, persuasive messaging, and the strengthening of the local identity of Muria coffee products. In terms of performance, the December 2024–November 2025 period shows a notable increase across all engagement indicators, particularly views, likes, and shares, suggesting broader reach and higher audience engagement. Meanwhile, the comments indicator reflects more balanced dialogic interaction in the most recent period. The frequency of Reels uploads also increased and followed a more consistent pattern than in the previous period, indicating improved planning and implementation of digital marketing strategies. This study concludes that Instagram Reels is an effective digital marketing communication medium for enhancing brand visibility and audience engagement in local coffee products. Therefore, it is recommended that account managers optimize data-driven content strategies, maintain consistent upload schedules, and develop more interactive content to strengthen long-term relationships with audiences.

ANP Journal of Social Science and Humanities

Pedagogically Guided Integration of Generative AI in Mandarin Chinese Academic Writing: Lecturers’ Perspectives from Higher Education

Digital Marketing Communication of Local Products: A Case Study of Digital Marketing Content on Instagram Reels @zaynacoffee.official