Frontier of Research Methodology & Theories of Social Science

The course is divided into two parts. The fist part aims to introduce the theory and method of social science research. From methodology and basic theory, specific research methods, and research technique those three levels, the course makes the students be familiar with methods and techniques of data collection, collation, analysis and evaluation for social research, grasping and using the theory, logic strategy and scientific program of social research, to cultivates students’ abilities to understand, analyze and solve social problems in the way of scientific methods. The course will introduce a variety of multivariate statistical analysis methods and the corresponding computer statistical software. From the principle of the analysis to the specific case analysis and demonstration of the use of statistical software, the course makes it become the integrated content and specially introduce SPSS software which widely used in the field of social science research.The second part The second part of the course focuses on the latest theory not only of Journalism and Communication Studies, but also including latest theoretical resources of sociology, anthropology, semiotics and other related disciplines which can explore students' research horizons.

Studies of Media History and Theorie

The course aims to make students understand, in a deep and comprehensive manner, both the history of mass media and fundamentals of journalism- communication theories, and to make them grasp basic academic rules and thinking logic of social sciences.

An Introduction to Mass Media Research

This course is designed for beginning social researcher, introduces empirical quantitative research methods in the field of Journalism and Communication.Lectures will be placed on social science research paradigms among the macro background of human knowledge system, based on teaching social science research ideas, paradigms and statistical methods, the statistical software, introducing the major research methods such as Survey, Content Analysis and Experiment. In the arrangement of teaching content, using a method of operating the actual application process requires a combination of the case, to let the students after the course of 54 hours, can grasp the main research methods to understand the basis of statistical methods, interpretation of basic statistical software reports, initially with the ability to undertake independent empirical study of journalism and communication. In teaching methods, the use of sub-group lectures and practical way to provide real opportunities for the use of specific research method from empirical research topics gradually expand and eventually form a standardized research report (or research paper) for students.In introducing quantitative research methods also arrange a certain proportion of hours devoted to qualitative research methods, and invited experts to give lectures, so that students may have different ideas of social research methods and paradigms have a relatively comprehensive understanding and awareness.

Studies of Contemporary Journalistic Theory and Practice

This course based on the current situation which global ecology of communication shows, and focused on future trend of news production. It introduces and analyzes elements of news、news value、 the fundamental theories and general process about interview and reporting.It combines well-tailored case with practical training, which could help students grasp the characteristics of traditional and network media. Furthermore, it builds the thinking mode of reporting within omnimedia, and follows the professional and journalistic ethics. Then, the course gradually cultivates the news production and innovation capacity that could adapt to media convergence.

Studies of Public Opinion

This course aims at generally introducing research contents of Public Opinion,which contains origin ,type and manufacturing institution of public opinion, as well as the relationship between consensus and social development. It direcrts at public opinion ecology in global communication. Moreover, it focus on interdisciplinary methods of consensus research and practical measure in News field from the reconstructive angle about national image and benefits pattern.

Course aims to show a comprehensive display of the dissemination of information to professional doctoral students, especially relationship and interaction modes of the mass media and contemporary social complex, and special function and play a role in the possibilities of communication and media theory in the process. Through the teaching and discussion, the doctoral students should not only understand the development process and basic rules of human communication, but also know how to use the basic principles of communication and media theory to guide the political, economic, cultural, news and other social communication activities and promote economic and social development and optimize its daily work and life, to carry out creative scientific studies. In addition to teaching and discussion, this course is mainly concerned with the case study of the media theory and practice, and requires that the doctoral students pay close attention to the world's media theory and media operations. Through a typical case analysis, the theoretical perspective can be applied to the interpretation of the world of experience, and the experience of the world can be used as a reference to enrich the theory or modify theory.

Studies of Public Communication

In the multiple contexts such as the transformation of modernity , the intensification of globalization, and the Internet revolution, public communication is on the stage as a research paradigm and a practical solution. The course aims to provide students with a comprehensive and in-depth understanding of the relevant content of public communication, such as tthe origin, perspectives and the paradigm. Guide students understand the basic issues of public communication from the perspectives of the publicity, the public sphere, public interest, multi-identity and others.

Study on the History and Theories of Communication

This course aims to outline the development of Communication science, meanwhile analyzing the characteristics and academic value of the theory which has important influence. On this basis, this course explores and utilizes the methods of Communication historical theory, focusing on the frontier hotspots in the field of communication such as Global News Communication and Cultural Industries.

Studies on the Media and Cultural Industries

This course will be in accordance with the research methods of "elements -structure -procedure - model", outline the developments of the world's cultural industries and the China's cultural industries, the experiments of cultural industries of the main countries in the world, the basic elements such as market, cultural resources, human resources, capital, technology, management, policy, the basic model of cultural industries and the main business model of cultural industries, the main categories of cultural industries such as cultural creative industry, cultural tourism, cultural science and technology, education and training industry, cultural real estate, cultural industry park, creative agriculture, cultural finance. Based on this，this course will introduce clearly the way of operation of cultural industries. In addition, because of the media industry is the core part of the cultural industries, so the main task of this course is to introduce clearly the relationship between the media and cultural industries, the main ideas, procedures, policies of the development ways of the media and culture industries from history to reality, from macroscopic to microcosmic, from theory to practice, from the overview to the case.

Study on the History of Radio and Television

This course is the history of curriculum which takes the development experience of the world and China broadcasting as teaching content, including foreign radio and television industry and China's Radio and television industry. From domestic and international radio and television of the scientific and technological progress, system development and future trends, it makes a macro exposition and thorough combing through some of the major countries of the radio and television industry. On the part of China's Radio and television industry, it integrates the historical materials and discussion in one, to build a complete framework about the development of China's local radio and television.

Research on the Communication of Radio and TV News

This course aims to provide a comprehensive understanding of the development and changes of the theory of radio and television news communication for Ph.D, to have a relatively comprehensive understanding and recognition of transition from the ontology to the methodology of the broadcast television news communication theory, and to understand how to use the theory to analyze radio and television news, and through the analysis of typical cases. To make theory viewpoint can be applied to interpret the world of experience, and the experience of the world can also be used as a reference to enrich theory or modify theory.

Studies of Media Management

This course teaches students to understand the basic concepts and scope of the study media management, trains students the ability to understand the media industry business, establish a market concept, business concept, the concept of competition and economic concepts. Meanwhile, studies also based on the actual situation of media market development, to widely explore new path of reform, the theoretical knowledge and market practice the effective integration of transport services.

Studies on Television Culture and Documentary

This course is designed for PhD. students of television and broadcasting. On the premise of principles of dialectical materialism and socialist core values, it will draw on theories from semiotics, narratology, and cultural studies to explore a variety of questions, including (1) the ICTs revolution and the practices of new media, (2) functions, values, forms, and effects of television culture, (3) developmental paths of the “Internet Plus” and the media convergence, (4) humanistic spirits and esthetic characteristics of television culture, (5) social and mediated environments of television culture, and (6) roles of television culture in national developmental strategies.

Besides, the course will also discuss the televised documentary, e.g., comparing the Chinese and Western documentaries, and exploring roles of the documentary in constructing the map of television culture and its basic laws of the documentary.

Studies of International Communication Theories and Practices

This course is designed for PhD. students of journalism and communication, and it aims to make them develop both globalized academic perspectives and good skills for international communication. The course will focus on the following two points. One focus is on basic theories, which are helpful in making students deeply understand the frontiers of international communication and the latest strategies of national development. The other is on “two orientations,” that is, toward both academic circles, abroad and at home, and the journalistic industry and think tanks. The course consists of four parts: preface, pandect, sub-pandect, and monographic study. On theoretical level, it will focus on theoretical paradigms and disciplinary system of international communication, and challenges facing international communication. Monographic studies will be centered around issues about the establishment of China’s soft power, for example, the media and public diplomacy, the “One Belt and One Road” strategy and international communication, new media and the global news and information flow, developmental communication and the transition of ecological civilization, as well as international sports communication.

Internet and New Media Studies

Since the mid 1970s, the new media research has grown into an independent and prominent research field, and has become a powerful driving force for the development of communication science. This course is intended to introduce and discuss the frontier research in new media field, and make the students master the basic theory and viewpoint of the students in new media communication, to understand the interaction process, the influence mechanism and the forecast factor, and combine their own research interests to complete empirical research with theoretical value and practical significance of the new media by themselves. The curriculum will be integrated the new media research in the field of classical literature and the latest results, trying to show a comprehensive and in-depth study of the new media.

Studies of New Media and Social Culture

The rise of new media such as Internet, has promoted the emergence of virtual social behavior and become an important variable that affects people's daily behavior today. This course is intended through classroom instruction and discussion to make students can skillfully use the relevant theories and methods of communication and sociology, and analyze the influence of new media on social culture. Since the second half of the 20th century, it comprehensive and in-depth analyses the rise of the Internet and expansion of the prosperity of the network communication and its social and cultural phenomenon. Through the course of study and discussion, the students can grasp the history and current situation of new media communication and social culture, and be familiar with the new media communication and social and cultural fields to be able to skillfully use the theory and method of social science to engage in new media and social culture.

Special Topics on Cultural Technologies

Master and Ph.D students majored in Culture and Sci&Tech, Journalism & Communication in the College of Literature and Journalism are encouraged to register this specialization elective. This course includes interactive discussions, assessment of cultural and technological products (twice), visiting sci-tech enterprises (twice) and lectures given by experienced developers. There are 18 lessons in total, 3 class hours per week. It focuses on how to creatively protect and develop cultural resource by advanced science and technology. Science, technology, culture and art can be integrated. This course aims to inspire students’ interdisciplinary thoughts, to bridge imagination in art and accuracy in science. It requires students to be interactive with each other and the lecturer. At the end of the course, students need design their creative products in teams.

Semiotics

Meaning is the relation of the human mind and the world, and semiotics is the study of meaning, which. Signs are the only manner of meaning activities (significations and interpretations). There is neither meaning without signs, nor signs without meaning. Unless with signs no meaning can be expressed, and reversely, any meaning can only be expressed by signs. Because culture is the summanry of all socially-related sign activities, semiotics is applicable to all fields of humanities and social sciences. It is more useful in communication and media studies. Contemporary semiotics has developed into a mature and sophisticated tool to tackle various topics concerning the cultural situations today. The principles of semiotics are not formulas but possibilities of development. Its applications have been raising all kinds of new problems, and therefore, new frontiers have been constantly opened.

Semiotics and Communication Theory of Art

The course “Semiotics and Communication Theory of Art” is divided into two parts. The first part focuses on the semiotic aspects of the creation, production, acceptance and spreading the of art, concentrating on their basic theory and practice. The course includes the following important issues: the semiotic definition and composition of art, the semiotic characteristics of art, the related communication studies, rhetoric, its relations with media studies, and so on. The second part focuses on the media studies of art (primitive art, visual art, auditory art, contemporary multimedia art, etc.) and on the characteristics of all kinds of media's influence on the artistic dissemination.

General Semio-Narratology

Any signs that convey meaning can be used in story-telling, as narratives are the common manner for human beings to organize all their personal and social experiences. Without narratives, we cannot afford a consistent understanding of our experience, which would fragmented, that cannot be stored in memory, nor transmitted to others. As a result our existence will fall into absurdity. This course General Semio-Narratology offers instructions on the common principles of all types of narratives. It is not a heap of different narratives but a summary of the regularities of those narratives, to be supported by as many examples as possible. Therefore, the course will discuss history, fiction, film, drama, advertisement, electronic games, dream and hallucination, and the transcoding of all those narrative genres, and their cultural functions.

Study of Cultural Semiotics of Art

Media has changed basic rules of our life and shapes our culture. In this lesson, on one hand we will introduce classical theories of mass culture, sort out the development clue of media theories. On the other hand, we will describes some cultural analysis, especially by the impact of semiotic theory in the 20th century, so that students master the use of certain theoretical capacity. In the form of teaching, teacher will present the theory, combined with panel presentations.

Semiotic Studies of Image

Imagology originated from Comparative literature. It mostly research the exotic figure and image in literary works. Over nearly a century, Image become the normal problem in nowdays information society, which is far beyond the literature and art. The course take image as a impressure of semiosis. In the semiotic method, the course tries to discuss a kind of general imagology. As a normal methodology, it should be applies to nowdays text not only literalry but also all kinds of mass media context of independent social subject such as personal, corparate, city and even national. This course covers several parts, exploring image in language, literature, arts, media and their applications in brand city and country etc. Meanwhile the questions in these fields represent the necessity of the image. This course tries to draw a whole picture of the imagology range from the basic concept to an abstract cultural symbols mechanism.

Studies of Mass Communication

The course aims to make students understand in a comprehensive and deep manner the theoretical system of mass communication, and to develop their academic abilities to apply theories to all kinds of communicative phenomena.

Research on Foreign News History

Research on Foreign News History is a compulsory course for postgraduate students. This course adheres to Marx's materialist conception of history, which is committed to review the history of world's major national news media since the emergence of human. Its framework upholds a trinitarian historical view of news ideology, news system and news career. The target of this curriculum is to make journalism majors to understand and grasp the general laws of the development of foreign news media from the three levels of news career, news ideology and news system. It also aims to make journalism majors further understand how external environmental factors can affect the development of journalism. This curriculum is not only a static description of the development process and phenomenon of foreign journalism; it also focuses on the dynamic comparative study of today's development trend of news media. This will help students make a specific analysis of journalism in the background of social system and historical development. From the perspectives of history and development trend, this course intends to analyze the general laws of the inheritance, development and evolution of foreign journalism and mass communication. And through specific case study the basic framework of this course will be established.

Studies of News Gathering and Reporting

This course based on the current situation which global ecology of communication shows, and focused on future trend of news production. It introduces and analyzes elements of news、news value、 the fundamental theories and general process about interview and reporting.It combines well-tailored case with practical training, which could help students grasp the characteristics of traditional and network media. Furthermore, it builds the thinking mode of reporting within omnimedia, and follows the professional and journalistic ethics. Then, the course gradually cultivates the news production and innovation capacity that could adapt to media convergence.

Studies on News Editting & News Comments

This course is focus on the editting and editorial for newspaper, include: development and mindset of editting and editorial; research on regional newspaper industry; research on re-design for newspaper; research on editorial page; research on supplement,etc.

Studies of News Photography

News Photography Research is set up for academic postgraduates majoring in Journalism, Communication, Network and New Media, Editing & Publishing Science and Semiology, as well as other postgraduates who are keen on photography or visual transmission. The course is consited of three parts. First, class teaching, including the introduction of news photography, instrument of news photography, application of news photography, transmission of news photography, picture editing, landscape shooting, news figure shooting, news event shooting, picture story shooting and so on. Second, practices of news photography. Students are required to shoot scenery, static objects, news figures, news events and picture stories as well as conduct editing. Third, theoretical research of news photography. Students can choose problems in news photography theories, application and research to carry out theoretical studies. Finally, class presentation and completion of course learning. News Transmission majors must master professional knowledge, theories and skills of news photography.

Masterpiece reading-guide of Journalism and Communication

Narrative will be used as main form in our class, introducing more than 200 significant masterpieces. These masterpieces contain the main sects in journalism and communication and media studies, and involve history, sociology, politics, psychology and other subjects related to media research. In detail, we will use reading guidance and resolution of essential concept to combine the authors and their masterpieces, difficult by simply helping students cross the main obstacles in masterpiece reading step by step. We will do our best to help the graduate students of journalism and communication establish their own reading frames of profession academy, develop their interest in reading and acquire reading skills. This class will lead students comprehensively understanding the development context and general situation of journalism and communication. Moreover it will provide wide theory sight for their research and academic work.

Special English for Journalism

This course is focus on skills and technics for english interviewing & writing and capabilities of reading and writing for academic theses. Include: different ideas of Cinese & English writing; basic rules for news & features; training for interview; study on academic papers ;manual type for writing research papers,etc.

Critical Media Studies

Critical communication studies origin in the Frankfort school and reach prosperity in the cultural studies of the Birmingham School, influenced by thoughts of Marxism and humanism, use methods of speculativism, interpretation, and text analysis to study the media phenomenon, create another path of human communication research which is differ from empirical research. As one of the two major schools of communication, the critical school which equals with the experience school plays a very important position role in the history of communication discipline. The teaching content of this course mainly includes the introduction, pectination, analysis and summary of the classical theory approaches which are related to the media phenomenon in the history of communication discipline. Through studying this course, graduate students can skilled use methods of humanistic research like speculativism, interpretation, text analysis, semiotics etc. to research the problems which are related to media culture and media criticism.

Communicatio Effect Studies

Empirical research of communication originated from the study of media effect. Influenced by behaviouristic psychology, the research mainly uses experiment and investigation methods to study communication and the causality between its process and the effect, pioneering a traditional study of human communication from the perspective of behavioral science. Empirical research as one of the two major schools of communication, equalling the critical school, plays a very important role in the history of communication science. The teaching content of this course mainly includes the introduction, pectination, analysis and summary of the classic studies of communication and the media related issues, which are studied by the major schools of communication in the history of communication discipline. Through learning this course, graduate students can be familiar with the research methods of empirical social science to study the related issues of communication and media, such as sampling investigation, content analysis, control experiment and field investigation (The Application of Ethnography)

Research on Media Culture and Ethics

As a interdisciplinary subject, Communication ethics takes the method and theroy of ethics and communication to research propagation behavior process. The major content of this course includes the social morality altribute and function of communication, the connotation of communication morality, the social value of communication morality, the relation between communication morality and social morality, the mode of action of social morality in the propagation process, social morality standard of propagation behavior and other several research topics. Through the course, students are capable of researching social morality adopting a method to act on social communication and also fingding out that social morality is how to take full advantage of social morality and the social ethics concepts of audiences through the view of ethics and communication.

Research on Integrated Communication

With the development of media technology, changes have taken place in the morphology and function of the different medium. On one hand, medium become more and more subdivision and depth, the trend towards professional, specialization and demassification; on the other, medium become more and more inclusive and horizontal tend to integration, compatibility and cooperation, experienced universal changes from single media-multimedia to rich media-pan media, and the integrated communication united by a variety of medium will become finally inevitable trend of the future spread. The teaching content of this course mainly includes several research topics such as B/S and network mass communication, P2P and network interpersonal communication, the network integrated communication in the closed social network, the network integrated communication in the open social network, Cross media integration and so on. Through learning this course, students can be familiar with all kinds of media, especially the media characteristics of the new media, to understand how to improve the effect of communication through the combination of different media.

Research on International and Intercultural Communication

In our era, information dissemination, media reports, daily life communication and so on are often involved in the exchange of different cultures, and this exchange is forward developing with an unprecedented depth and breadth, which affects our understanding of different cultures, understanding of national identity and the way of interaction with the world. Therefore, studying and researching on cross cultural communication, which can help to improve people's ability of interpersonal communication and cultural exchange, reduce and resolve cultural conflicts, promote understanding, tolerance and harmony among different cultures. The contents of this course mainly includes the deep structure of culture, cultural differences and the system of cultural concept, construct and influence of cultural identity, the development of media technology and the change of intercultural communication, effect of intercultural communication and the construction of soft power. Through the study of this course, we recognize that different cultures influence people's understanding and communication mechanism, and explore the mode of intercultural communication in human interaction, resolve the reason and influence of the conflict between different civilizations and the relationship between the cultural identity and maintain cultural diversity.etc.

Communication and Social Development Studies

This course explores the role of communication in the development of society. The course provides an introduction to some of the major theories in communication in a variety of contexts such as interpersonal, small group, organizational, intercultural, and mass mediated communication contexts. The forms, strategies, theories and issues regarding communication in these contexts are discussed. The course also serves as an

introduction to historical analysis and research methods of communication studies. The course will examine “media effects” on perception, culture, and communication. It examines the factors that influence the media and, in turn, examines the influence of media on attitudes, values and behaviors, both individual and social. Students will be asked to reflect on the systematic study of human behavior and cognition; the dynamic structure of human societies, cultures, and institutions; and the processes by which individuals, groups, and societies interact and communicate. Students will be expected to develop an analytical appreciation of the strengths and weaknesses of various media theories and to arrive at some thoughtful conclusions regarding their own theoretical preferences.

Theoretical research on radio and TV

The purpose of the research on the theory broadcasting television is mainly through the course of the teaching and interactive training to make students understand and master the basic category, basic model and basic method of the theory research of broadcasting TV. Course through importing the theory of journalism and communication, from history, program, operation and management of broadcasting television, the latest developments of broadcasting television, new media and broadcasting television media, through the theoretical system of the combing and interpretation, from the topic to the method, from the structure to conclusions and observed from macro perspective to grasp the micro level, seeks all-round to lead students to the broadcasting television media and communication research field, strengthen the characteristics of radio and television media understanding and grasp, establish the broadcast television media interest in learning and research, and the corresponding scientific research ability. The course emphasizes the students' attention to the practice of radio and television media, and the emphasis is on the cultivation of the theory of the application of the radio and television media.

Seminar on Broadcasting and Television Studies

This course is designed for M.A. students of broadcasting and television. It will draw on multi-disciplinary theoretical perspectives to explore the production and consumption of television, development of television arts and culture, and impacts of the Internet and new media on the ecology of television industry. The course will focus on the following two points. One focus is on all kinds of journalistic and artistic programs, and the other is on certain macro analyses, including (1) the media as socio-cultural imagination, (2) the media as cultural creative industry, and (3) innovative development of broadcasting and television according to the logic of the “Internet Plus.”

Research on broadcasting TV business

This course is an elective course for Journalism and communication professional master, journalism, communication oriented academic type master in professional literature and Journalism School. The contents are divided into the basic theory and practice two parts, the basic theory divides into four parts(in the first to tenth weeks): part 1 teaches from the camera, camera lens, camera category and picture, visual perception and camera these five aspects. On the one hand, it can make the undergraduate who are non professional students establish awareness of radio and television, on the other hand, it makes the professional undergraduate students consolidate the basic knowledge of radio and television; part 2 mainly talk about how to shoot works better and faster dissemination as well as how to write communication design combined with two aspects described; part 3 mainly appreciate the present society to spread and make specific video works magnificently, and take on the way, arouse students' thinking, and communication design writing; part 4 mainly comment on the design of the students, and the method of mutual evaluation of students to improve the way of mutual evaluation. The last part (in eleventh to eighteenth weeks) is students according to the communication design to shoot.

Studies on International Communication and Practices

Drawing on theoretical perspectives from sciences of international relations and international politics, this course aims to explore basic laws and methods of international news communication. The target is at fostering professional talents with world-oriented awareness and good skills of international communication, especially ones meeting needs for both the media, print, electronic, and online, and governmental organs.

The course includes three parts: preface, introduction, and monographic studies. After introducing the status quo, characteristics, and hot issues of international communication in China, it will discuss the theoretical system and methods of international communication studies. Then, it will deal with such issues as relationships between the media and public diplomacy, the internationalization and globalization of international communication, relationships between international communication and sports news in China, international news on military and unconventional safety, as well as international news commentaries.

Audio-visual Symbol and Work Study

Course Description: Audio-visual Symbol has become the mainstream way of expression in interpersonal communication and mass communication in the circumstance of new media. This course dissects the aesthetic and reception in the audio-visual perception from the perspective of theory interpretation, analyses the symbolic composition system of audio-visual language, selects Chinese and foreign classic works and analyses the meaning expression of audio-visual symbols in the process of shot-by-shot analysis.

Advertising studies：Theory and Practice

The course outlines the definition，origin and development of advertising from the basic level; describes the survey methods and techniques of advertising, advertising effect assessment , the evaluation and use of advertising media from the operational level; and from the planning level it analyses the psychological strategy of advertising, advertising planning basic principles and methods, advertising creative skills and methods, advertising copy creative skills and so on. In addition, the course will discuss the changes in the new media environment, as well as the coping skills under the impact of new media. The course is based on the industrial and commercial enterprises and the modern market economy, focusing on reflecting the developing trend of advertising in the new era, through teaching and learning, let the students understand and define the system and the implementation process of advertising from the perspective of marketing, so as to help students master the specific process of advertising , enhance students' logic thinking ability of advertising system planning, and strengthen the students' cognition and clarity of advertising in theory and practice, so as to achieve a certain advertising management and implementation capacity.

Studies of Media Economics

The media economics course on the one hand introduces the knowledge of the media industry, and also introduces principles of modern Western economics and modern economic analysis methods. Train students to be familiar with the economic policies and regulations of the state, and cultivate media students' ability of expanding and penetration in economics related fields. As an emerging discipline, the property of interdisciplinary of the media economics determines its strong comprehensive coverage and there is a higher requirement for the students' ability of news communication and economic analysis. The course requires students to master the advertising management of media, the multi management and capital operation of media, media costs and revenues analysis, media product planning and development and audience demand analysis. Fully improve the comprehensive quality of students, in order to adapt to the future in the national comprehensive economic management institutions, policy research departments, radio and television media organizations and some related businesses，who engage in economic analysis, forecasting, planning, economic management and other works.

Studie of Advertising

Through studying, thinking and making researches on relevant theory and practical problems of advertising, students can make a further research and development of advertising study, master some basic research methods , which will help students find out some problems, summarize and have an improvement in future research and practice. The course will track the theoretical studies and hot topics of practice related to advertising at home and abroad, around the influence of the global economy, including the development of modern market, consumer culture and consumer behavior changes, and the impact of new media on the development of advertising and other issues. Teachers put forward the basic framework of the special subject research, organize students to collect and analyze the data, guide them to study the theoretical knowledge intensively, and cultivate students' ability of application of relevant theoretical tools, analyzing the phenomenon of modern advertising from the perspective of the big market and learn to sum up experience and have an improvement in practice.

Studies of Brand

The course concentrates on the way to build a brand. The first part of the course is to discuss the classic brand theory of operation, mainly in the process of brand operation process ,which consists of brand positioning, brand personality, brand image, brand culture, brand communication, brand maintenance. The second part uses semiotic method to discuss brand ideographic mechanism. The difference between this part and the first part is, it focuses on the text representation of the brand, to discuss how the consumers interpret the brand. Brand is the result of ameaning construction. In the process of constructing meaning, advertising plays a very important role. Ogilvy said that all the ads are a long-term investment in the brand, sharp pointed out the close relationship between the brand and advertising. Advertising which give the brand meaning is a direct way to build the brand and the consumer association. Therefore, in addition to discussing the practice theory of brand, the course is also focusing on the structure of ideographic advertising.

Studies of Visual Culture

We are in a world which is surrounded by a variety of visual images(film, television, advertising, photography, photo, picture, architecture, sculpture, animation, computer graphics), "visual" has become more and more important, as a kind of "culture", it profoundly restricts the way people understanding and imaging the life, the world and themselves. "Visual culture research" brings together the latest research results of this cultural phenomenon, such as "the methods of viewing", "daily life", "body and space", " race, identity and subjectivity "and" gender and the politics of watching "and so on. Each aspect has chosen to discuss the same problem from different angles, trying to show the diversity and reality of the visual culture research. As an inter-disciplinary and methodological approach, the study of visual culture provides us with the possibility to release discussions from the framework of some subjects. The visual field is an arena in which all kinds of cultural meanings can be constructed. The study of it provides a wide range of opportunities for us to rewrite the culture.

Digital Marketing Communication Research

Now we live in an ocean of digital, from online shopping to online payment, from microblogging to WeChat, from the cloud computing to the big data. More powerful, the Internet (including mobile Internet) has launched a tsunami of attack on many traditional industries .The course is based on electronic commerce, marketing, communication, and it involves the electronic technology, especially the network system. The purpose of setting-up this course , through the study, research and analysis of the theory and practice of digital marketing, is to master the current situation and development trend of digital marketing, the basic knowledge and basic principles, improve students' theoretical attainment and the ability to engage in digital marketing communication. Through this course, students can master the relationship between digital marketing and traditional marketing, the current situation, development, existing problems and theoretical system of digital marketing communication, correctly understand the network consumer behavior, network market segmentation, network target market and market positioning and other related knowledge.

A Study On the International Publishing and Communication

As Chinese publishing industry reform at the key points, it’s a rational choice for Chinese publishers and publishing researchers to learn from the developed countries or area in publishing, and seriously analyze their successful experience and failures. Because they had accumulated rich and demonstrative experience after several hundreds of development, and their demonstrative experience is a kind of wisdom we can use for reference. This course divides into three parts. Part 1 mainly discusses three issues, the key factors to form world book industry, the forming process of world book industry and its substantive characteristics, and the management of world book industry. Part 2, Britain, America, Germany, Russian, Japan and other countries’ developing status will be discussed in the class, analyzing the development model of each countries’ core competitiveness publishing groups, so providing a reference for China. Part 3 will faced the global challenges in publishing industry, that is the influence of new media and digital technology on publishing industry.

A Study on Journal and Magazines Publishing

The traditional media of Editing and publishing mainly include books, newspapers and periodicals. Periodicals ( academic journals and magazines) has its own editing and publishing characteristic, it’s different from books and newspapers. It is necessary to learn how to operate and publish a journal or magazine system and professionally, especially in the current digital publishing network publishing environment, traditional publishing is facing new challenges and crises, journals magazines how to deal with it is more worth exploring. This course discusses the following issues: the basic theory principles of journals and magazines editing and publishing, the natural characteristic and basic law of journal communication. In the breakthrough of traditional periodical editing process on the basis of the "six arts", expounds the periodical column plan, draft set, the connotation, reviewing and editing, etc. Journal topic planning skills, thinking innovation of journal editors, editing standard and case analysis, periodical brand promotion strategy, promote technology digital journals, interpretation of copyright law and case analysis and so on.

The Study of Copyright Management and Publishing Laws

The course of copyright management and publishing laws, which aims to teach the basic knowledge of laws and regulations related to the publication activity, studies the relationship between the subject and object of legal from the perspective of jurisprudence. Meanwhile, analyzing some related legal issues and legal cultural phenomenon in news communication, the course cultivate students to solve practical problems in the process of publication. This course takes the Marxism as a direction to study the legal regulations of the press publishing, to understand the related legal issues in the production and development of publishing activities; to study and master the basic concepts, the main theory and research methods ; to learn and master the analytic skills through analysis practice; to use the theory and method we learn, the students can preliminary analyze the operation laws in legal issues and phenomena of press publishing and copyright management.

Movie and TV Cartoon, Game and Animation Editing and Making

This course will according to the international production process of Movie and TV cartoon, game and animation editing and making, to custom-made professional teaching plan, and also based on the Jokelate Animation’s business practice as the teaching case. Through a system study in this class, made the students have a comprehensive understanding of the production process of film television as well as animation and game. This course also require students get the basic processing capacity.

This course includes the following study module: props, scene and role modeling, game props map drawing, 3Dmax material production, principles of 3Dmax basic animation, 3DS MAX CS character animation, Special Effects, post-synthesis. The referred software including Adobe Photoshop, Autodesk 3DSMAX, Adobe After Effects, Adobe Audition, Adobe Premiere and so on.

This course will complete the teaching task by theory teaching and experiment operating.

Publishing Software Programming Technology and Development

Training to master the interactive digital publishing software development technology and software engineering knowledge, basic grasp the mainstream software development tools, master the theory and technology of Publishing software programming, familiar with software development environment and the management process, to master the software programming technology and interactive publishing software product design and production technology.

New Media and Internet Communication Studies

The emergence of the Internet and new media not only changed the traditional media's survival pattern and information production mode, but also profoundly affected the mechanism of information transmission. Part of the traditional mass communication theories becomes increasingly unsolvable and untimely to interpret and understand the phenomenon of many network and new media information dissemination. Therefore, learning and understanding the new characteristics of information dissemination in the new media environment and rules is the necessary measures to cultivate inter-discipline talents of communication with contemporary high quality. The teaching content of this course mainly includes the network and new media introduction, the world wide web and web news, instant messaging and internet interpersonal communication, we chat and social network service, micro blog and social media, the integration of media communication, etc.. Through studying this course, students can be familiar with the basic characteristics and operating rules of information communication in the network and new media environment, understanding the process and technology of network and new media information dissemination, collection, production, publish, to improve the comprehensive capability of using various new medium technology to carry out the ability of information dissemination.

Cultural Studies of New Media

With the development of media technology, the Internet and new media as application tools have become a necessity in people's life. On the one hand, they lead people to accept the new culture. On the other hand, it also becomes a cultural phenomenon. Due to far-reaching influence of the network culture on the human society, it is an important approach to study the formation, characteristics and influence of the network and new media culture, which can further understand the network society and the contemporary social culture. The teaching content of this course includes the introduction of network and new media culture, the study of the network parody, the study of the network catchword, the study of the micro blog, the study of the network onlookers, the network culture industry and so on. Through studying this course , students can look upon and research on the network parody, the network onlookers, celebrities in micro blog, the network catchword and other types of network culture from the perspective of cultural studies, especially subculture in the network culture, consumption culture, etc.

Cyber Social Psychology and Users’ Behavor

The emergence and development of modern media have made most people’s cognization of the object world provided by media and ultimately reflect the media culture. The birth of the network media makes the trend more prominent. It not only accelerates social structural transformation in the macro, but also changes the mutual cognition between individuals by changing the interpersonal perception in the micro. Therefore, exploring the influence of network media on human social psychology is an important basis for understanding and grasping the characteristics of the network media and the culture of the network media. The teaching content of this course mainly includes the network interpersonal communication, network impression (image) management, network social relations, cyberspace collective behavior, changes of network and social culture and so on. Through studying this course, students can study how to influence the individual and the group of human beings in the psychological dimension from the perspective of social psychology, especially the basic characteristics, laws and trends of community psychological which link the whole society into a group by internet.

Special Topics on New Media and Technologies

Master and Ph.D students majored in Culture and Sci&Tech, Journalism & Communication in the College of Literature and Journalism are encouraged to register this specialization elective. There are 18 lessons in total, 3 class hours per week. This course focuses on theories and technologies of new media (mainly internet and mobile phone): history, pros and cons, profit model, future development, et al. It aims to help students enter the research of new media and sci-tech, to inspire their passion and interest in this field. Students are expected to be open and active in class, join in interactive discussions. At the end of the course, students need design their creative products in teams.

Foundation of Semiotics

Foundation of Semiotics aims at the studies of all kinds of meaning activities in our culture. Meaning is the relation of the human mind and the world. Signs are the only manner of meaning activities (significations and interpretations). There is neither meaning without signs, nor signs without meaning. Unless with signs no meaning can be expressed, and reversely, any meaning can only be expressed by signs. Because culture is the summanry of all socially-related sign activities, semiotics is applicable to all fields of humanities and social sciences. It is more useful in communication and media studies. Contemporary semiotics has developed into a mature and sophisticated tool to tackle various topics concerning the cultural situations today. The principles of semiotics are not formulas but possibilities of development.

Foundation of General Semio-Narratology

Any signs that convey meaning can be used in story-telling, as narratives are the common manner for human beings to organize all their personal and social experiences. Without narratives, we cannot afford a consistent understanding of our experience, which would fragmented, that cannot be stored in memory, nor transmitted to others. As a result our existence will fall into absurdity. This course General Semio-Narratology offers instructions on the common principles of all types of narratives. It is not a heap of different narratives but a summary of the regularities of those narratives, to be supported by as many examples as possible. Therefore, the course will discuss history, fiction, film, drama, advertisement, electronic games, dream and hallucination, and the transcoding of all those narrative genres, and their cultural functions.

Semiotics of Communication

There are two main schools in the study of communication. The first sees communication as the transmission of messages. It is concerned with how senders and receivers encode and decode, with how transmitters use the channels and media of communication. It is concerned with matters like efficiency and accuracy. It sees communication as a process by which one person affects the behaviour or state of mind of another. If the effect is different from or smaller than that which was intended, this school tends to talk in terms of communication failure, and to look to the stages in the process to find out where the failure occurred. For the sake of onvenience I shall refer to this as the ‘process’school.The second school sees communication as the production and exchange of meanings. It is concerned with how messages, or texts, interact with people in order to produce meanings; that is, it is concerned with the role of texts in our culture. It uses terms like signification, and does not consider misunderstandings to be necessarily evidence of communication failure—they may result from cultural differences between sender and receiver. For this school, the study of communication is the study of text and culture. The main method of study is semiotics (the science of signs

and meanings), and that is the label I shall use to identify this approach. The course tries to introduce the student to the work of the main authorities in each school. I have also tried to show how one school may illuminate or compensate for gaps or weaknesses in the other; or conversely where the two schools may be at loggerheads, where they may contradict or even undermine each other. Certainly I wish to encourage students to adopt a critical stance in their studies; that is, to be critically aware of their method of study as well as their subject of study, and to be able to articulate why they are studying communication in the way that they are.

Semiotics and Communication Studies of Art

The course "Semiotics and Communication Studies of Art", mainly teaching art as a sign of the special significance and function. The course focuses on the semiotic aspects of the creation, production, acceptance and spreading the of art, concentrating on their basic theory and practice. The course includes the following important issues: the semiotic definition and composition of art, the semiotic characteristics of art, the related communication studies, rhetoric, its relations with media studies, and so on. The course aims at making the students understand the semiotic aspects of the dissemination of the meaning and value of art.

Foundation of Cultural Semiotics of Media

This course discusses the media of cultural studies in semiotics theory Perspective. The course will mainly around the following basic concepts of semiotics：1.semiotics，2. C.S.Peirce, 3. Ferdinand de Saussure, 4. Codes, 5. Roland Barthes, 6. Symbol,7. Metonymy, 8. Metaphor, 9. Cultural Semiotics, 10. Design cultural codes. At the same time, the course will also respond to the classical theory of media culture

Narratology and Rhetorics of Image

Image is one of the fundamental questions in the modern semiotics and has thousands of history in Western philosophy.It is studied a lot within semiotics nearly by all the semioticians even though it was emerged less than one hundred years. In the Saussure's structuralist semiotics system, image was not seen as a real promblem in semiology; in Pierce open ideographic system, it becomes one of the three basic types of symbols. To some extent, Pierce’s semiotic system based and relied on the theories to get rid of the closed-system of structuralism represented by Saussure. Morris, Umberto Eco, Barthes has an important representation about this issue. Up to the present, the semiotics comprehensively marches to the non-verbal field. Iconicity is still an unavoidable topic in the area of music, images, performances and rituals. In fact, for this era full of symbols, the significance has become more prominent no matter iconicity is a theoretical concept or research subject.