Hadassa Oliveira is a Social Researcher and Ph.D. in Communication Sciences by ISCTE-IUL, whose work explores the ways media, advertising, and digital culture shape perceptions, identities, and processes of social change. Her research interests are multidisciplinary, spanning across the following areas: advertising & marketing, strategic communication, beauty culture, gender & media representation, visual culture, digital culture, diversity and inclusion, media studies, media literacy, social media analysis, and the social responsibility of communication.

Nowadays, she is an Invited Assistant Professor in the area of Strategic Communication at the Faculty of Arts and Letters of the University of Beira Interior (2026/2027).

She is currently an Integrated Researcher at LIACOM-UPL, an Associated Researcher at CIES-ISCTE, and a Guest Researcher in the Portuguese team of the FAMA EU Project at CIES-ISCTE.

She was the winner of the BEST DOCTORAL THESIS AWARD in the category "Best PhD Thesis in Communication Sciences", by the ICIEMC 2026 – International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behavior, University of Aveiro, Portugal.

She is a certified trainer accredited by IEFP (CCP, Portugal) and holds an additional certification as an Academic Online Tutor by the Open University (Universidade Aberta), and, in Buffer – Social Media Platform Management from Edutin Academy.

Throughout her career, she has participated in international research initiatives, including the FAMA EU Project - Empowering informed citizens, the Global Media Monitoring Project - GMMP 2025 and the European Election Monitoring Center - EEMC 2024.

Her work has been published in peer-reviewed journals such as the Journal of Media Ethics (Q1), Signos do Consumo (A3), Revista Estudos Feministas (A1/Q3), Revista Docência e Cibercultura (A3), IROCAMM, among others and reviewed articles for Feminist Media Studies, European Journal of Humour Research, Revista Comunicando - SOPCOM, Signos do Consumo - USP, IROCAMM - University of Seville, Revista Observatorio (OBS*). She has also presented her research at leading international conferences, including ECREA, GENDERCOM, and SOPCOM, contributing to both academic and public debates on media, gender, and society.

She has experience in teaching and training, as a guest assistant lecturer and guest speaker at UBI, ISCTE, ESCS, Associação Aproximar and IFRS- Brazil, giving classes and seminars on strategic communication, social media briefing, Buffer training, brand activism, beauty culture on advertising, marketing and media, media literacy, etc.

Alongside her academic trajectory, Hadassa brings professional experience in digital communication, social media management, content creation, and strategic communication. Her industry background includes work as a Social Media Analyst in advertising agencies in Brazil and participation in paid content moderation and social media governance projects at Teleperformance Portugal.

These experiences have provided her with a broad Lusophone and international perspective on digital marketing and communication practices, enabling her to understand both the processes of content creation and the mechanisms through which digital platforms evaluate and regulate content. By combining academic research with industry expertise, she seeks to bridge theory and practice, fostering critical and applied approaches to communication.