Overview of the Major
The Internet and New Media major is an undergraduate program offered by regular institutions of higher education, belonging to the field of Journalism and Communication Studies within the discipline of Literature. It has a basic study duration of four years and awards a Bachelor of Arts degree. The major aims to cultivate broadband and composite talents in online content production and information dissemination, urgently needed by traditional and new media organizations, government agencies, institutions, companies, and other group organizations.
The Internet and New Media major is a featured major built by our university. Students in this major need to master the basic theories and knowledge in literature, journalism and communication studies, new media arts and technology, and receive relevant professional practical skills training. They should possess basic abilities in all-media information collection, production and processing, content creation, dissemination, and promotion in areas such as news communication, online media, digital publishing, and cultural communication institutions. They should also learn and master the deep application of new technologies such as artificial intelligence (AI), virtual reality (including VR/AR/MR), blockchain, as well as digital creativity methods in areas like the metaverse, virtual scenes, and digital avatars, and AI-generated content (AIGC) production methods.
Training Objectives
Guided by the "new liberal arts" construction that combines tradition with innovation and integrates liberal arts and science, this major fully implements the fundamental task of cultivating morality and fostering talents. It primarily targets the Guangdong-Hong Kong-Macao Greater Bay Area, aiming to cultivate talents who adapt to the requirements of socialist construction with Chinese characteristics for the new era, media integration, and industry innovation and development. They should possess broad humanities and social science literacy, as well as excellent interdisciplinary literacy in science, engineering, and arts. They should be comprehensively developed in moral, intellectual, physical, aesthetic, and labor aspects, possessing homeland emotions, a healthy personality, an international perspective, and a craftsmanship spirit. They should master the basic principles of socialist news communication and the basic theories and professional skills of Internet and New Media. They should possess certain knowledge in humanities and social sciences, professional knowledge in all-media news communication, proficient social science research abilities, and good comprehensive qualities. They should be proficient in multimedia technology application abilities, possess global perspectives and cross-cultural communication abilities, entrepreneurial innovation abilities, and sustainable development potential. They are expected to engage in composite applied and high-level positions such as all-media planning and operation management, digital multimedia content production and creative management, new media product design and innovative application, online public opinion monitoring and guidance, integrated news reporting and production, advertising, e-commerce, and self-media operation in areas like new mainstream media, international media platforms, online new media platforms, government agencies at all levels, enterprises and institutions, film and television media companies, advertising industries, and e-commerce industries.
Knowledge and Abilities
Ideological and moral character: Love the country, support the Communist Party of China, and have a firm socialist political orientation. Mainly study the basic principles of Marxism and actively learn Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era. Have theoretical literacy in Marxism, Chinese spirit, and a firm socialist core value system. Have confidence in the path, theory, system, and culture of socialism with Chinese characteristics. Possess both moral integrity and professional ability, integrating knowledge and action.
Subject knowledge abilities: Have solid basic knowledge in journalism and communication studies, as well as basic theories and professional knowledge in Internet and New Media. Master essential basic research methods in social sciences and understand the latest developments and trends in the field of online communication. Systematically grasp the basic skills and methods of the major, possessing a knowledge structure with both specialization and versatility. While emphasizing theoretical knowledge learning and comprehensive quality cultivation, it also focuses on shaping students' ability to combine theory and practice. Keep pace with the times and cultivate students' ability to master the procedures, methods, and production techniques of advanced media technologies such as the internet and new media, ultimately cultivating high-level composite talents urgently needed by various new media industries such as radio, television, and internet networks.
Application abilities: Possess cross-domain knowledge integration abilities, able to comprehensively utilize relevant knowledge and skills to analyze and solve complex problems in the major or related fields, propose corresponding countermeasures or solutions, and analyze the policy basis, social environment, and possible social impacts of these countermeasures and solutions. Able to discover, analyze, and summarize new phenomena and issues in the field of Internet and New Media, scientifically and reasonably analyze, question, and comment on new media events and online social phenomena based on their knowledge, and provide insightful evaluations of new media works. Have the ability to analyze, research, and solve complex theories, phenomena, and problems in online communication, utilizing investigative research, deduction, and inductive tools to conduct multidisciplinary comprehensive analysis of new phenomena, issues, and practices in the field of Internet and New Media and propose reasonable solutions. Able to proficiently use modern information technology tools and methods such as information collection devices, multimedia production software, data mining software, information visualization software, and public opinion analysis software to engage in creative and dissemination practices in areas like new media works, integrated news reporting, digital product operation, and crisis public opinion management.
Innovation abilities: Possess logical thinking, critical thinking, innovation abilities, and a sense of reflection. Able to organize and conduct investigations and research using the research ideas and methods of the major, discover, analyze, summarize, and evaluate phenomena and issues in the major and related fields, form personal judgments, insights, or countermeasures, and possess strong innovation and entrepreneurship abilities. Capable of engaging in innovative and entrepreneurial activities such as works creation, social surveys, academic research, and results exhibition.
Information abilities: Able to utilize various information technologies and tools to obtain and analyze relevant information, proficiently use various software and online office systems, analyze and judge using relevant models, and solve practical problems in the professional field using information technology. Have strong new media and computer application abilities, able to proficiently use common office software and professional software for new media and film and television production. Able to conduct business related to the major through the internet and utilize AI technology to assist in online and new media, as well as film and television media work.
Communication and expression abilities: Possess strong communication and expression abilities, able to use accurate and standardized language and writing to logically express opinions, effectively communicate with peers and the general public, possess certain promotional and dissemination abilities, and adept at flexibly handling challenging issues in different online communication contexts and with different subjects.
Teamwork abilities: Have good teamwork abilities, able to harmoniously coexist with team members, collaborate to complete complex tasks,胜任 different roles within the team, and play a unique and positive role in team activities as a member or leader.
International perspective: Understand and respect the differences and diversity of world cultures, keep abreast of international developments, pay attention to global major issues in the professional field, possess the ability to conduct international exchanges and cooperation, and promote Chinese excellent culture and wisdom. Have a broad international media perspective and global talent competitiveness, as well as international perspectives, cross-cultural understanding, and communication abilities. Closely track international developments, pay attention to major global issues faced in building a community with a shared future for mankind, understand and respect the differences and diversity of different cultures, actively participate in international exchanges and cooperation, and become a qualified communicator of excellent cultural exchanges and mutual learning among humans.
Learning and development abilities: Possess self-learning, self-management abilities, and a lifelong learning mindset. Able to continuously learn new knowledge and skills, flexibly adapt to changing social needs, and promote personal sustainable development.
Characteristics of the Internet and New Media Major
This major aligns with the industries in the Greater Bay Area, following the OBE (Outcome-Based Education) philosophy of "student-centeredness, output orientation, and continuous improvement." It constructs talent cultivation programs and curricula closely aligned with industrial demands, featuring collaborative training between government, schools, and enterprises.
Interdisciplinary faculty team: The Internet and New Media major establishes an interdisciplinary faculty team based on the construction of new liberal arts, with backgrounds in literature, journalism and communication studies, drama and film studies, computer science and technology, providing a strong guarantee for professional teaching.
Modular curriculum system: The major is oriented towards ability cultivation, constructing four core competency modules including "technology integration," "content production," "market operation," and "organization management," forming a modular curriculum system. This helps students lay a solid theoretical foundation in all-media content creation and dissemination, media operation and management, and cultivates their innovative thinking and new media skill literacy.
Industry-education integration: The Internet and New Media major focuses on industry-education integration, cooperating with traditional media, new media organizations, and new technology companies to build training bases. It constructs a three-level integrated training system of "course projects → on-campus practice → industrial internships," driven by projects, to enhance students' new media literacy through practice.
Practice empowerment: The major practices the "news education practice concept." Through professional learning, students can understand the latest knowledge and methods of Internet and New Media as well as the basic theories of journalism and communication studies. They can master skills such as online news gathering and editing, audio-visual new media creation, digital interaction design, new media operation, and data mining and analysis. They also possess a broad international communication perspective and future-oriented innovation abilities.
Strong adaptability: Graduates of the Internet and New Media major not only possess solid and systematic data analysis techniques, interactive technologies, game development technologies, AIGC generative artificial intelligence, and other emerging content creation and information
dissemination technologies, but they are also familiar with new media communication laws such as community operation, fan interaction, and circle diffusion. They also possess multiple composite abilities such as data analysis, public opinion judgment, crisis management, and public communication in the field of online public opinion.
Core Courses of the Major
Introduction to Journalism, Introduction to Communication Studies, Introduction to Internet and New Media, Integrated Communication of All Media, New Media Art, New Media Text Writing, New Media Creativity and Planning, New Media Video Creation, Online IP Product Creation, AI Media, New Media Technology and Application, New Media Product Design and Project Management.
Practical Teaching Links
The Internet and New Media major has a strong practical orientation. Relying on the existing "Integrated News Knowledge Cluster," "New Media Product Knowledge Cluster," "Online Public Opinion and Public Communication Knowledge Cluster," "Technology Advancement Knowledge Cluster," and "Innovation and Entrepreneurship Knowledge Cluster," it conducts teaching experiments, professional internships, and social practices to extend the effectiveness of course teaching, cultivate students' practical awareness, and enhance their hands-on abilities.
Main practical courses: Converged News Creation, Script Creation Practice, Microfilm Creation, New Media Operation Practice, New Media Video Creation Practice, Documentary Creation Practice, Live Streaming Practice, Smart Media Product Research and Development and Operation, Enterprise Practical Teaching (Production Internship, Graduation Internship, Graduation Design).
Teaching Conditions
Teaching equipment
Relying on our school's overall design plan for building a "digitalized" and "intelligent" campus and leveraging our provincial-level converged media experimental teaching demonstration center, the Internet and New Media major possesses advanced and complete experimental and teaching equipment for photography and videography, audio recording and dubbing, post-production, live streaming, digital image processing, digital video, human-computer interaction, digital design, digital input and output, and intelligent teaching. This equipment can well satisfy teaching, experimentation, research, and extracurricular practice.
Laboratories
The Internet and New Media major is equipped with professional teaching venues and laboratories such as news studios, recording laboratories, virtual studio laboratories, photography studios, film and television studios, non-linear editing computer rooms, digital design laboratories, interactive laboratories, digital creative studios, computer rooms, smart classrooms, curriculum design rooms, and multiple live streaming rooms, covering a total area of over 1,000 square meters.
Practice bases
The Internet and New Media major attaches great importance to the construction and planning of practice bases. It has established cooperative relationships with over 60 traditional and new media companies, cultural media, and internet enterprises, serving as teaching internship and research bases that can well meet the needs of students' on-the-job internships and graduation internships during their senior year.
Employment Prospects
Graduates of the Internet and New Media major are primarily employed in industries related to online and new media, broadcasting, film, television, and other media content industries, advertising industries, information dissemination service industries, e-commerce industries, and other areas related to online and new media creation and operation in Guangdong and the Guangdong-Hong Kong-Macao Greater Bay Area. They can engage in cross-platform and cross-terminal content production, publication, and operation in various media such as newspapers, magazines, television stations, radio stations, and online media, taking on professional roles in content creation and dissemination, new media management and operation, such as journalists, editors, directors, and more. They can also enter government agencies and institutions to engage in news and public opinion propaganda, online public opinion analysis, international exchanges and cooperation, and other work. Additionally, graduates with excellent foreign language abilities can enter overseas or foreign-related media units to engage in international news communication and cultural exchange work. They can also work in the print media, online media industry, engaging in commercial development, event creativity, integrated marketing, media planning, and public relations, or self-media operation management.
Faculty Team
The Internet and New Media major currently has 11 full-time teachers, including 1 professor, 2 associate professors, 3 doctors, 3 lecturers, and 7 "dual-teacher" qualified teachers. Two teachers have overseas study experiences, and one teacher has overseas work experience. The professional backgrounds of the teachers cover literature, journalism and communication studies, internet and new media, drama and film studies, radio and television directing, new media arts, and more. Additionally, the major invites renowned domestic professors and industry experts to serve as consultants and enterprise mentors.
