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. Her main research interest lies at the intersection of geography, youth, and media and communication studies. Currently, her research centres on youth's mobilities, everyday social practices, and their social realities reflected through various new social media platforms. Within this research area, she has studied: mediated Muslim cosmopolitanism; Bruneian youth self-disclosure on social media in the context of online privacy; the rise of social media influencers afforded by digital technologies and their influence on Muslim women’s hijab consumption; Muslims performance of religiosity on social media in the framework of lived Islam; and Brunei’s young Muslims 'Generation M' expression of identity on Instagram and YouTube. She has a special interest in Affect theory and youth mobilities. She is currently 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 aspirations in the creative industry; and youth in NGOs and Social Enterprises. At a personal level, she offers mentorship to Bruneian youth under the Youth Professional Network (YPN) and 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. She is passionate about understanding today's youth.

I am keen to supervise MA/PhD projects that relate to youth mobilities, youth development, youth cultures, 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 and Youth cultures
2) Performance of religiosity and spatialities of Muslim identities in the online space
3) Hijab consumption and practices; fashion mobilities in Brunei
4) Muslim Cosmopolitanism
5) Affect (Affective labour, Affective engagement, Affective mobilities) and the Internet

Unfunded Research Projects for 2019/2020

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) Active Youth: Challenged, Empowered and Mobilised (NGOs and Social Enterprise).
4) Mobilities Aspirations and Everyday Lived Subjectivities of Young Bruneians Abroad/on Discovery Year.
5) ‘They’re Just Bruneians’: An Exploratory Study of Bruneian Youth in the Creative Industry.


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

From Hallyu A-List Celebrities to Hallyu 2.0 Influencers: Audience-Celebrities’ Affective Cultural Engagement on Social Mediascape in Brunei Darussalam.

Hallyu 2.0, the new wave of Korean cultural discourses and materialities circulated, engaged, and affirmed on social mediascape, via social media influencers is producing new patterns of cross-cultural engagements, self-consciousness, and self-identification. The Hallyu 2.0 influencers are ordinary individuals yet recognised beyond their localities due to intensive (re)production of relatable cultural content and affective labour on social media. Diffusion of Korean culture and its materialities no longer rest on the shoulders of the A-list celebrities but are today equally shared with these new influencers. User-generated content, one of social media affordances, is intensifying audience-celebrities collaboration in the cultural content generation on social media resulting in the growth of affective interpersonal relation between both parties. And as a consequent, developing an innovative form of cultural transfer that is highly relatable and affective. Despite the growth in this affective influence of South Korean’s influencers in the region in the recent years, this area remains understudied. Brunei Darussalam, a Southeast Asian nation, has seen Korean culture embraced by its youth. While K-Pop and K-Drama remain as main cultural influences in the nation, the Hallyu 2.0 influencers showcasing fashion and beauty, for instance, have gained the attention of the young Bruneian youth in recent times. To capture this contemporary form of Hallyu 2.0 affective cultural transfer, this study focuses on Bruneian women lived new Korean wave experience to be elicited by in-depth interview, survey, and online observation. This study explores Bruneian women’s identification with the influencers; their new form of self-consciousness; and their affective engagement with the Korean cultural materials and discourses on Instagram and YouTube in their everyday life.

Applications Invited

Scopus Publications


Google Scholar Citations


Google Scholar h-index

Scopus Publications


Published Journal Papers and Book Chapters:

1. Siti Mazidah Mohamad and Nurzihan Hassim. Hijabi Celebrification and Hijab Consumption in Brunei and Malaysia. Celebrity Studies. (Accepted for Publication)
2. 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).
3. 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
4. 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
5. Siti Mazidah, Mohamad (2018) Everyday Lived Islam: Malaysian Muslim Women’s Performance of Religiosity Online. Journal for Islamic Studies. Vol. 37. (Expected release May/June 2019). Available soon at: https://www.ajol.info/index.php/jis. Final Draft version: https://www.researchgate.net/publication/333555141_Everyday_Lived_Islam_Malaysian_Muslim_Women's_Performance_of_Religiosity_Online
6. 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
7. 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
8. 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.
9. 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. From Hallyu A-List Celebrities to Hallyu 2.0 Influencers: Audience-Celebrities’ Affective Cultural Engagement on Social Mediascape in Brunei Darussalam. RIAW Conference.
2. 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).
3. Siti Mazidah Mohamad. The New Malay 2.0? Revisiting New Malay in the context of Everyday Cosmopolitanism. (Rewriting for resubmission to other journal).
4. Siti Mazidah Mohamad. Mobile Youth: Self-Branding and Self-Promotion on Instagram. Digital Asia in Transaction (Status - Submitted).
5. 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.

Working Manuscripts:

1. 'Creative Bruneian Youth: ‘Work’ and ‘Labour’ on Social Media' (Submission Deadline - 15 October 2019)
2. 'Mobile Youth: Realising Aspirations and Life Strategies via Self-Branding Practice' (Submission Deadline - 30 November 2019)
3. 'Youth Empowerment and Mobilisation in Brunei Darussalam' (Submission Deadline - 15 January 2020)
4. Cairns (2014) 'Youth Transitions, International Student Mobility and Spatial Reflexivity' - Book Review (Submission Deadline - February 2020)


Competitive Research Grant (CRG)
Title: Miscarriage and Still Birth: Bruneian Women Pregnancy Loss Experiences, Coping Strategies and Supporting Role of Health Care Professionals.
Period: 2018-2020
Funding amount: BND 13,925
(Co-Principal Investigator)
Link: http://fass.ubd.edu.bn/research/miscarriage.html

FIC Block Funding
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. 'Active and Empowered Youth: Bruneians in Entrepreneurship and the Creative Industry'. Commonwealth Youth Senior Officials Meeting. Brunei. August 2019
2. 'Affective Fashion Mobilities: Cultural Materialities Transactions on Social Mediascape'. UBD-CUHK Creative Industry Symposium. Brunei, April 2019
3. 'Can ASEAN Afford Skill Mobility? Perspective of Skill Mobility in Southeast Asia'. Non-Traditional Securities Asia Consortium Annual Conference. Singapore, March 2019
4. ‘Mobile Youth: Self Branding and Self-Promotion on Instagram’. Digital Transactions in Asia. Manila, October 2018
5. ‘Self-Disclosure in Brunei Darussalam’. Non-Traditional Securities Asia Consortium Annual Conference. Singapore, March 2018
6. ‘Rooted Cosmopolitanism: A Key to Southeast Asia’s Unity in Diversity?’. SEASIA 2017 Conference. Bangkok, December 2017
7. ‘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 2019

1. '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 (Abstract Accepted March 2019).

2. 'Mobile Youth: Realising Aspirations and Life Strategies via Self-Branding Practice'.
Journal of Youth Studies Conference. Newcastle University,
Newcastle Australia. December 2019 (Abstract Accepted June 2019).


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
Research outcome: Manuscript accepted for publication by Celebrity Studies. Forthcoming.

2. Invited to review a journal manuscript for SEARCH Journal (Scopus-indexed), Taylors' University, Malaysia, 2018.

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. 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.


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

3. 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

4. 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.