Dr Siti Mazidah Haji Mohamad


Lecturer, Faculty of Arts and Social Sciences



Dr Siti Mazidah Haji Mohamad is a Lecturer at Universiti Brunei Darussalam. She graduated from Durham University (PhD in Human Geography) in 2015. She is a youth researcher focusing on youth's mobilities, everyday social practices, and their social realities reflected through various new social media platforms. Her main research interest lies at the intersection of geography, youth, and media and communication studies and she has a special interest in affective labour/ practice and mobilities framework. Within this research area, she has studied: mediated Muslim cosmopolitanism; Bruneian youth self-disclosure on social media in the context of online privacy; influencers culture in the context of digital work and labour and micro-celebrities influence on Muslim women’s hijab consumption; Muslims performance of religiosity on social media; and Brunei’s young Muslims 'Generation M' expression of identity on Instagram and YouTube. Currently, she is leading a funded research on Muslim Bruneian youth's’ self-branding practices on Instagram to explore their mobilities of different forms and currently preparing to embark on a few more youth-focused projects: youth mobilities in NGOs and Social Enterprises; and youth mobilities in institutionalised mobilities programmes.

At a personal level, she offers mentorship to Bruneian youth under the Youth Professional Network (YPN), a personal chat session for Universiti Brunei Darussalam (Geographical and Environmental Studies) students focusing on personal development, transferable skills (personal motivation, critical thinking, and research and analytical skills) to support students in their learning and personal development, and a long-term mentorship session to help her student to progress academically.

She is keen to supervise MA/PhD projects that relate to youth mobilities, youth development, youth lifestyles, youth and new social media use, and youth and new forms of work and MA/PHD projects that employ qualitative research methodology (online and offline ethnography, interviews, focus group, online and offline observation, survey, and qualitative content analysis).


2006 BA Geography (Major Geography/Minor Anthropology). Universiti Brunei Darussalam.
(Junior Year Abroad Programme, Loughborough University 2004-2005)
2007 MSc Geographical Information Systems. Leeds University, United Kingdom.
2015 PhD Human Geography. Durham University, United Kingdom.


1) Youth mobilities
2) Spatialities and Micro-geographies of young people
3) Performance of religiosity and spatialities of Muslim identities in the online space
4) Hijab consumption and practices; fashion mobilities in Brunei
5) Muslim Cosmopolitanism
6) Micro-celebrities/Influencers practices on social media
7) Affective labour and practice on the Internet

Unfunded Research Projects for 2019/2020 - Completed

1) Affective Fashion Mobilities: Cultural Materialities Transactions in Social Mediascape.
2) From Hallyu A-List Celebrities to Hallyu 2.0 Influencers: Audience-Celebrities’ Affective Cultural Engagement on Social Mediascape in Brunei Darussalam.
3) Mobilities Aspirations and Everyday Lived Subjectivities of Young Bruneians Abroad/on Discovery Year.

Unfunded Research Projects for 2019/2020 - Ongoing/In-Preparation

1) ‘Active Youth: Challenged, Empowered and Mobilised (NGOs and Social Enterprise). Ongoing
2) They’re Just Bruneians’: An Exploratory Study of Bruneian Youth in the Creative Industry. Ongoing
3) Self-leadership development and Future Ready Youth. Ongoing
4) Social Media, Risk Perception, and Risk Communication of COVID-19 in Brunei Darussalam. Submitted for FIC Block Grant and Ethics Approval.

Teaching Modules:

1) Spatial Patterns of Development
2) Virtual Geographies, Space, and Culture
3) Trends in New Media: Principles and Practices


Bruneian Students on Discovery Year: Mobilities Aspirations, Mobilities Decision-Making and Life Course Planning

The field of international student mobilities remains a fertile ground for research as exemplified by the expansion of discourses on students mobilities by researchers within this field over the recent years (Yoon 2014, Cairns 2016, Doughty and Murray 2016, Yang 2018). The nuances in students’ experiences of mobilities offer researchers with rich findings to (re)frame and understand today’s youth mobilities. Focusing on institutionalised mobilities programme within this field, universities worldwide have taken up the rein in actively shaping professional, skilled, culturally competent, and cosmopolitan students via educational curricula that embed short-term to longer-term mobilities. Universiti Brunei Darussalam, a young and emerging university in Southeast Asia, is not excluded from offering such mobility programmes. Via the university’s Discovery Year Programme, students are given the opportunity to gain locally¬ based or overseas experience outside of the university. While the interest in students’ mobilities and the recognition of experiential learning initiatives continue to grow in size and intensities, future aspirations, mobilities aspirations and mobilities decision-making by the students themselves within an institutionalised mobilities programme remain understudied especially in the context of Southeast Asian students mobilities, as argued forcefully by Ortega (2018) and Phan (2018). Given these gaps in the existing literature in general and in the context of Bruneian students mobilities in particular, focusing on Bruneian students on Discovery Year (SEP, COP, Internship, and Incubation), this project seeks to investigate three interlinked aspects of their mobilities: 1) their future aspirations and life course planning; and 2) their mobility decisions with regards to their Discovery Year; and 3) whether the institution’s Discovery year structure is enabling students to realise their aspirations. The project aims to capture the nuances in Bruneian students Discovery Year mobilities by exploring the complex interplay between their mobilities aspirations, mobility decision-making that are framed as a reflexive process throughout their life at the university, and their reflection and experiences of the Discovery Year contextualised within the local and global contexts and to assess the relevance of UBD’s Discovery Year structure in the forms of students’ placement, activities, and assessments in supporting students to realise their aspirations. The proposed research is operationally divided into two interconnected parts. This is designed in such a way that each operational part can act as a stand-alone research and at the same time conceptually and empirically connected. Research data for Part 1 (Students) are to be elicited by a pre-Discovery Year interview, a post-Discovery Year interview, and a reflective journal written while the programme is running. Research data for Part 2 (University members) are to be elicited by semi-structure interview. Ultimately, this research is hoped to offer insights into the students’ (re)framing and understanding of mobilities, their reworking of aspirations and rethinking of adult future as an ongoing and reflexive activity in the context of today’s precarious condition locally and globally, and the possibility of restructuring the current GenNext curriculum to offer a more relevant mobilities programme suitable to the needs of the future students. Keywords: youth mobilities; Brunei; Discovery Year; aspirations; decision-making; international students mobilities.

Applications Invited

Active Youth: Challenged, Empowered, and Mobilised

Today we witness the rising number of grassroots, youth-led organisations established by Bruneian youth who are passionately driven to address key issues in development: environment; economy; education; social; and humanitarian. In light of this exciting turn to youth-led initiatives in the nation, it is warranted that we offer an analysis of their active engagement via Non-Governmental Organisations (NGOs) and social enterprises to support the nation’s progress and development. We aim to provide an insight into the intricacies of youth empowerment and engagement in Brunei for their individual socio-economic progress and nation’s development. Via a semi-structured interview with leaders, founders, and members of NGOs, social enterprises, and government officers at Ministry of Culture, Youth, and Sports, a survey, and observation of their activities, we seek to find the answer to four overarching questions: one, the critical driving factors that paved way for youth involvement now and then; two, the conditions that sustain their involvement; three, how youth network operates within the parameters of the country’s national philosophy of MIB (Melayu Islam Beraja); and four, the challenges Bruneian youth faced in materialising their ultimate goals, at individual, communal, and national level. Ultimately, we hope to reveal the restructuring of power relations between youth and government agencies in the nation.

Applications Invited

Visible and Influential: Young Bruneian Muslims' use of Instagram for Self-Branding and Identity Expression

Most young people are taking to online sites to express their individualities and narrating their selves via their everyday self-disclosure. In Brunei Darussalam, Instagram is seemingly use actively as a space and/or as a tool to express one’s self and identity. In a short span of time, we witness distinct and innovative social practices such as the growth of Bruneian contemporary Muslim fashion industry, fed by these young people’s compulsion to share everyday activities on their social media. By observing young Muslim Bruneians online sharing on their Instagram profiles could provide us a window into the society’s dynamic socio-cultural and religious fabrics. This surge of individualised sharing by young Muslim Bruneians led the researchers to question the individual’s intention of their own sharing practices, and if they intentionally and strategically take advantage of the user-driven sharing capability of social media for self-branding and self-development. Via personal conversations with young Muslim Bruneians and supplemented by observation of their Instagram activities and a survey, the researchers aim to reveal their self-disclosure practices on their Instagram profile, their future aspirations connected to their self-disclosure, and finally, to portray the power social media has in shaping the future of the young generations in Brunei.

Applications Invited

Scopus Publications


Google Scholar Citations


Google Scholar h-index


Google Scholar i10-index

Scopus Publications


Published Journal Papers and Book Chapters:

1. A.K.M. Ahsan Ullah, Noor Hasharina Hassan, Siti Mazidah Mohamad, and Diotima Chattoraj (2020) 'Migration and Security: Implications for Minority migrant groups'. India Quarterly. https://doi.org/10.1177/0974928419901199.

2. Siti Mazidah Mohamad and Nurzihan Hassim (2019). Hijabi Celebrification and Hijab Consumption in Brunei and Malaysia. Celebrity Studies. https://doi.org/10.1080/19392397.2019.1677164

3. A.K.M. Ahsan Ullah, Siti Mazidah Mohamad, Noor Hasharina Hassan, Diotima Chattoraj, (2019) "Global skills deficiency: perspectives of skill mobility in Southeast Asian countries", Asian Education and Development Studies. https://doi.org/10.1108/AEDS-12-2018-0185

4. Siti Mazidah, Haji Mohamad (2019) Self Disclosure on Social Media in Brunei Darussalam. In Caballero-Anthony, M. & Sembiring, M (Eds.), Resilience in the Face of Disruptions (pp.46-56). RSiS Monograph, 34, Singapore: S.Rajaratnam School of International Studies, Nanyang Technological University. Available at: https://www.rsis.edu.sg/wp-content/uploads/2019/02/MN34_190219_Resilience-in-the-Face-of-Disruptions.pdf

5. Shafi Noor Islam, Siti Mazidah Haji Mohamad, Abul Kalam Azad (2019) Acacia Spp.: Invasive Trees Along the Brunei Coast, Borneo. In: Makowski C., Finkl C. (eds) Impacts of Invasive Species on Coastal Environments. Coastal Research Library, vol 29. Springer, Cham (Chapter 14. Pp 455-476). First Online - 25 July 2018. https://link.springer.com/chapter/10.1007%2F978-3-319-91382-7_14

6. Siti Mazidah, Mohamad (2019) Everyday Lived Islam: Malaysian Muslim Women’s Performance of Religiosity Online. Journal for Islamic Studies. Vol. 37. (Expected release May/June 2019). Available at: https://hdl.handle.net/10520/EJC-18444c9461. Final Draft version: https://www.researchgate.net/publication/333555141_Everyday_Lived_Islam_Malaysian_Muslim_Women's_Performance_of_Religiosity_Online

7. Siti Mazidah, Haji Mohamad (2018) Hijab di Brunei Darussalam: Satu Kajian Konteks dan Amalan. Rampak Serantau. Bil. 25. Halaman 108-124. Dewan Bahasa dan Pustaka, Negara Brunei Darussalam. Available at: https://www.researchgate.net/publication/326976925_Hijab_di_Brunei_Darussalam_Satu_Kajian_Konteks_dan_Amalan

8. Siti Mazidah Haji Mohamad (2017). Performance of Religiosity on a ‘Techno-Religious’ Space. Advanced Science Letters. Vol. 23. Issue 5. Final Draft Version: https://www.researchgate.net/publication/318711340_Performance_of_Religiosity_on_a_'Techno-Religious'_Space

9. Crang, M. & Haji Mohamad, Siti Mazidah (2016). Researching virtual communities. In: Clifford, N., Cope, M., French, S. & Gillespie, T. Key Methods in Geography. London. Sage.

10. Shafi Noor Islam and Siti Mazidah Haji Mohamad (Forthcoming) Brunei Profile. The Belt and Road Book Chapter Project.

Published Working Paper:

1. Siti Mazidah Haji Mohamad (2018). The Performance of Religiosity on Social Media: Three Future Research Directions. IAS Working Paper. 39. Available at: http://ias.ubd.edu.bn/assets/Files/WORKING.PAPER.SERIES.39.pdf

PhD Thesis:

1. Siti Mazidah Haji Mohamad (2014). Rooted Muslim Cosmopolitanism: Malay Malaysian Students Cultivating and Performing Cosmopolitan Self on Facebook. PhD Thesis, University of Durham. http://fass.ubd.edu.bn/staff/docs/SM/phd-thesis.pdf

Submitted/Pending Publication:

1. Siti Mazidah Mohamad, Hallyu 2.0 in Brunei Darussalam: Audience Affective Engagement with Korean Culture on Social Mediascape. March 2020 (Hallyu in SEA, Book Chapter).
2. Siti Mazidah Mohamad, Fatimah Chuchu and Yong Liu. 'Mobile Youth: Affective Self-Branding Practice on Instagram'. December 2019
3. Siti Mazidah Mohamad 'Bruneian Creatives: ‘Work’ and ‘Labour’ on Social Media'. October 2019
4. Siti Mazidah Mohamad. From Hallyu A-List Celebrities to Hallyu 2.0 Influencers: Audience-Celebrities’ Affective Cultural Engagement on Social Mediascape in Brunei Darussalam. RIAW Conference.
5. Nurzihan Hassim and Siti Mazidah Mohamad. Hail Hijabis: Celebrification of Influencers by Postmodern Malay-Muslim Women in Malaysia. Conference on Gender and Sexuality (CoGen) Book Chapter. (Accepted. Revision required. Expected Publication March 2020).
6. Siti Mazidah Mohamad. The New Malay 2.0? Revisiting New Malay in the context of Everyday Cosmopolitanism. (Rewriting for resubmission to other journal).
7. Siti Mazidah Mohamad and Khairunnisa Ibrahim. Hijab and the Media: Consumption, Representation and Identity. (Status - Re-writing).
- Output from unfunded research project with the same title conducted between August 2016 - April 2017.

Manuscripts in Progress:

1. Cairns (2014) 'Youth Transitions, International Student Mobility and Spatial Reflexivity'.
Book Review
Submission Deadline - February 2020

2. 'Youth Empowerment and Mobilisation in Brunei Darussalam'.
Book Chapter
Submission Deadline - April 2020

3. Shaping Future Ready Youth: Self-Leadership Development in HEIs Classroom.
Book Chapter
Submission Deadline - April 2020

4. Bruneian Students on Discovery Year: Reworking of Mobilities Aspirations and Mobilities Decision-Making.
Journal Manuscript
Submission Deadline - June 2020

5. ‘Mobilising’ Youth Learners via Transformative and Affective Pedagogy: Lesson learned from Brunei-South Korea Students Mobilities
Journal Manuscript
Submission Deadline - June 2020

6. Bruneian Youth, Social Enterprise, and Entrepreneurship
Journal Manuscript
Submission Deadline - August 2020

7. #BarbieXdUCk
Journal Manuscript
Submission Deadline - September 2020


Siti Mazidah Mohamad and Nurzihan Hassim (2019). Hijabi Celebrification and Hijab Consumption in Brunei and Malaysia. Celebrity Studies. Available at: https://www.tandfonline.com/eprint/V5NPWPRNZDKRRFAKSTAV/full?target=10.1080/19392397.2019.1677164


Competitive Research Grant (CRG)
Title: Miscarriage and Still Birth: Bruneian Women Pregnancy Loss Experiences, Coping Strategies and Supporting Role of Health Care Professionals.
Period: 2019-2021
Funding amount: BND 13,925
(Co-Principal Investigator)
Link: http://fass.ubd.edu.bn/research/miscarriage.html

FIC Block Funding (Ongoing Research)
Title: Bruneian Students on Discovery Year: Mobilities Aspirations, Mobilities Decision-Making and Life Course Planning
Period: 2020-2022
Funding amount: BND 14, 515
(Principal Investigator)
Link: http://fass.ubd.edu.bn/research/dy-mobilities.html

Title: Visible and Influential: Muslim Bruneian Youths’ use of Instagram for Self-Branding & Identity Expression
Period: 2018-2020
Funding amount: BND 8,315
(Principal Investigator)
Link: http://fass.ubd.edu.bn/research/instagram.html

Title: Skill Mobility from ASEAN Countries: A Cost Benefit Analysis
Period: 2018-2020
Funding amount: BND 30, 502
(Co-Principal Investigator)
Link: http://fass.ubd.edu.bn/research/skill-mobility.html


Recent Conference Presentations

1. 'Mobile Youth: Realising Aspirations and Life Strategies via Self-Branding Practice'. Journal of Youth Studies Conference. Newcastle University, Australia. December 2019
2. 'From Hallyu A-List Celebrities to Hallyu 2.0 Influencers: Audience-Celebrities’ Affective Cultural Engagement on Social Mediascape in Brunei Darussalam'. Research Institute of Asian Women Conference. Sookmyung University, Seoul, South Korea, November 2019.
3. 'Active and Empowered Youth: Bruneians in Entrepreneurship and the Creative Industry'. Commonwealth Youth Senior Officials Meeting. Brunei. August 2019
4. 'Affective Fashion Mobilities: Cultural Materialities Transactions on Social Mediascape'. UBD-CUHK Creative Industry Symposium. Brunei, April 2019
5. 'Can ASEAN Afford Skill Mobility? Perspective of Skill Mobility in Southeast Asia'. Non-Traditional Securities Asia Consortium Annual Conference. Singapore, March 2019
6. ‘Mobile Youth: Self Branding and Self-Promotion on Instagram’. Digital Transactions in Asia. Manila, October 2018
7. ‘Self-Disclosure in Brunei Darussalam’. Non-Traditional Securities Asia Consortium Annual Conference. Singapore, March 2018
8. ‘Rooted Cosmopolitanism: A Key to Southeast Asia’s Unity in Diversity?’. SEASIA 2017 Conference. Bangkok, December 2017
9. ‘Performance of Religiosity by Young People on Social Media - New Agenda for Geographies of Religion’. The 2017 Annual International Conference (RGS-IBG). London, August 2017

Upcoming Conference/Workshop 2020

1. 'Bruneian Students on Discovery Year: Reworking of Mobilities Aspirations and Mobilities Decision-Making'.
Mobility and education in Asia: an interdisciplinary discussion?
Asian Studies Association of Australia conference, 6-9 July 2020, Melbourne, Australia (Abstract Submitted October 2019).

2. ''I’m a Youth Geographer who studies Youth Mobilities’: Finding an Academic Identity'
Royal Geographical Society-IBG (RGS-IBG) Annual Conference 1st -4th September 2020, London, United Kingdom (Abstract Submitted January 2020).


Offers consultancy on young people's use of new social media, youth's social and economic mobilities, youth empowerment, and youth development.

Industry, Institute, or Organisation Collaboration

1. Unfunded research collaboration with Dr. Nurzihan Hassim (Taylors' University, Malaysia) 2017-2019.
Research title: Hijabi Celebrification on Instagram and Hijab Consumption in Brunei and Malaysia

2. Invited to review journal manuscripts for SEARCH Journal (Scopus-indexed), Taylors' University, Malaysia, 2018, 2019, and 2020.

3. Mentor for Young Professional Network (YPN), a network to nurture personal and professional growth of young professionals in Brunei Darussalam.
Mentorship Focus Areas: Personal development, transferable skills (personal motivation, critical thinking, and research and analytical skills).
Instagram: @ypn.bn. Link: https://www.instagram.com/p/BziGyv6BXkU/?utm_source=ig_web_copy_link

4. Workshop participant. National Youth Congress 2019. Brunei Darussalam. Organised by Ministry of Culture, Youth, and Sports.
The National Youth Congress (NYC) is a programme organised by the Ministry of Culture, Youth and Sports and is run by the Youth and Sports Department. It was a platform for youth to share their opinions and concerns in a structured manner, contribute ideas, and together with policy makers to propose solution to the challenges of youth development towards achieving Vision 2035. The programme focused on 3 main concerns: Entrepreneurship, Future Ready Youth, and Youth Participation.
Website: http://kongresbelia.gov.bn

5. Participant. Brunei Young Leaders Convention 2019. Brunei Darussalam.
The Brunei Young Leaders Convention (BYLC) is a platform for youths in Brunei Darussalam to gather and it aims to mobilise youth to have a sense of belonging and to play an active role in achieving Brunei’s Vision 2035.
Website: http://bylconvention.com

6. One of the panellists for the YSEALI 2019 Civic Engagement Panel Discussion
Title: “Let's Talk Media Literacy: What it is in Brunei's Context'
Themes: Media Literacy, Social Media, Awareness, Youth
Date: 13th August 2019.

7. 27th Executive Development Programme for Middle Management Officers (EDPMMO) 2019 - Policy Paper Supervisor and Examiner.

8. 27th Executive Development Programme for Senior Government Officers (EDPSGO) 2019 - Policy Examiner.

9. Facilitator. Meet and Greet Session between the Honourable Mejar General (R) Dato Paduka Seri Haji Aminuddin Ihsan bin Pehin Orang Kaya Saiful Mulok Dato Seri Paduka Haji Abidin, the Minister of Culture, Youth and Sports, Brunei Darussalam, Her Excellency Grace Fu, the Minister of Culture, Community and Youth, the Republic of Singapore and Young Leaders from Brunei and Singapore.
Programme: Singapore Brunei Young Leadership Exchange Programme 2019 (SBYLEP 2019)
Theme: " Future Ready Youth"
Date: 4th October 2019.

10. One of the panellists for the Brunei Chevening Youth Forum (BCYF) 2020
Theme: “Solution Driven Generation: A Day of Action Forum on Youth Participation, Volunteerism & Leadership to National Development”
Session: “Bruneian Youth as Future Ready Agents of Change”
Discussion on the current state of readiness of Bruneian youth as future ready agents of change and how we can nurture a conducive ecosystem for young people to thrive led by youth from youth from various backgrounds, fields and expertise.
Date: 18th January 2020.

11. World's Women Conference Studies 2020. Abstract Reviewer. Organiser: The International Institute of Knowledge Management (TIIKM).


1. 'Let's Chat with Dr. M' - A personal initiative to support students in their learning and personal development. It is a 1-hour chat session open only to Geographical and Environmental Studies students for the time being. The chat session covers 3 focus areas: coping with university life, personal motivation, and personal development.

2. 'Academic Mentorship' - A personal initiative to support GED students' academic development. This mentorship focuses on developing students' academic writing and critical thinking. This mentorship will run from January 2020 up until the students' final year. It is open to Geographical and Environmental Studies students and only 3-5 students per intake are accepted.

3. 'Think Before You Post' - A personal initiative on online privacy and self-disclosure awareness.

4. Mentorship Session by Topic under Youth Professional Network (YPN).
Topic: 'Step by Step Guide to Conducting Research'
Date: 12th January 2020

5. Mentorship Session by Topic under Youth Professional Network (YPN).
Topic: 'Make Yourself Visible: Work and Labour on Social Media'
Specific focus: Rethinking of work and labour in Brunei; and Affective and Entrepreneurial Labour.
Date: 22nd September 2019

6. Commonwealth Youth Senior Officials Meeting (Asia Region)
Paper Title: 'Active and Empowered Youth: Bruneians in Entrepreneurship and the Creative Industry'
Technical Discussion: Youth Employment and Entrepreneurship.
Date: 27th -29th August 2019.
Presentation downloadable from here: https://bit.ly/2L2MFWx

7. Faculty Advisor – 2017 S. Rajaratnam Endowment Youth Model (SRE-YMAC) ASEAN Conference. Singapore.

8. Representing UBD – 2015 The International Consortium of Universities for the Study of Biodiversity and the Environment or iCUBE Workshop, Seoul, South Korea.

9. Supervisor – 2014 JENESYS 2.0 Mass Media Batch 12. Shikoku and Toyko, Japan.

10. Public Presentation – 'GIS and Gender Studies: An Example of GIS Application for Research on Population Census'.
World GIS Day 2007 organised by Survey Department Ministry of Development. Brunei Darussalam. November 2007.

11. Public Presentation – ‘Where am I, Where Am I Going?’ Answer This with GIS.
World GIS Day 2007 organised by Survey Department, Ministry of Development. Brunei Darussalam. April 2008.