Overview and Objectives of the Program

Major overview

The programme was formerly known as Radio and Television Arts (Digital Media Arts) in 2004, and was officially established as Digital Media Arts in 2005, which was the first programme of its kind in China to be authorised for Master's and Doctoral degrees.With the philosophy of "humanities as body, science and technology as application, and design as method", the programme has emerged as an interdisciplinary ecological system with multiple symbioses and the characteristics and advantages of "industry-academia-research-application", and has gained outstanding academic results and social impact.

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Trainning Objective

Based on the trend of media change in the era of intelligent media, this program focuses on the ontological theory and industrial application of digital media art. The aim is to cultivate students with international cultural vision, Chinese cultural heritage, and the ability to use the Internet and intelligent media to design products, interactive technology, user experience, and other cutting-edge issues in the design industry. By acquiring solid basic theoretical knowledge of design, aesthetics and art, as well as relevant professional skills, to be able to apply professional knowledge and theories of art and design to solve complex practical problems in related industries. The aim is to develop high-level interdisciplinary talents who meet the needs of the new intellectual economy, who are able to grasp the development trends of the relevant digital media industries as well as possess the appropriate theoretical and innovative qualities.

• Good moral character, academic integrity, general quality and innovative spirit.
• A systematic understanding of the theoretical foundations of the discipline, a comprehensive knowledge of the discipline and insight into the frontiers of development in the discipline.
• A mastery of a foreign language, the proficiency to read the literature of the profession, the competence in foreign language writing and international academic communication.
• Students will have the ability to independently analyse and solve problems related to the theory and practice of their discipline, and will be able to perform independently research, creative work, design and research of a high standard.

Areas of Research Focus

Theory of Digital Media Art

This field is based on the development of digital media, and focuses on the creation, theory, production, dissemination, consumption and technology of digital media art. Through interdisciplinary theories and research methods, it explores the general rules of digital media art creation and its impact on the production and life of human society from an international perspective and a global perspective. By exploring new ideas, forms, products and applications in the intersection of art and technology, such as intelligent media, interactive art, moving image, virtual society and digital entertainment, and by applying interdisciplinary theories and research methods. It combines the development of art and technology and the demands of society in the era of intelligent and integrated media, with the interaction between industry, academia and research, focusing on the research of many issues in the basic, applied and critical theories of digital media art and the construction of a theoretical system of digital media art, aiming to cultivate senior intellectual minds for the development trend of intelligent and integrated media.

Internet and Intelligent Media Design

This field is grounded in the present trend of media intelligence in the Internet era, focusing on the Internet, Internet of Things, artificial intelligence, augmented reality, virtual reality and other cutting-edge technology fields. As well as design thinking, interactive imaging, interaction design, user experience design, service design and other cutting-edge areas of design. This programme focuses on product design, interaction technology, user experience and communication models in online and intelligent media. Through interdisciplinary theories and research methods, the programme explores the general rules of online and intelligent media design and its impact on the social production and life of human beings from an international and humanistic perspective.

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The Future of Imaging and Intelligent Media

This field is focused on smart technology and future images, on cutting-edge imaging technology and art, on the presentation and characteristics of ultra-high definition images, VR/AR/MR and other advanced images and smart images, and on the art form of combining advanced images and media, and on the research and application of advanced images in the era of smart media.

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Faculty

The programme has an interdisciplinary faculty with high professional standards, balanced artistic, technical and humanistic backgrounds. Most of the teachers in the programme are engaged in research in digital media art aesthetics, web and intelligent media product design, digital imaging technology and interactive design, including four professors and 17 associate professors. At the same time, more than 20 renowned scholars and industry experts from home and abroad are employed as part-time postgraduate tutors.

The faculty of this program has undertaken a number of national and provincial level projects, These include major projects of the National Social Science Foundation of China, the National Social Science Foundation of China, the National Key Research and Development Program of the Ministry of Science and Technology, major projects of the Beijing Municipal Science and Technology Commission, the State Administration of Radio, Film and Television project on the key technology of stereoscopic television, the special project of the Ministry of Propaganda of China on the "Rescue project of modern Chinese Cartoons", and the National Research and Development Program of the Ministry of Science and Technology. Research on the Digital Representation of "Chinese Folk Tales" by the Social Science Project of the State Administration of Radio, Film and Television, "Research on the Strategy of China's Animation Industry" by a major project of the Humanities and Social Science Base of the Ministry of Education, and the construction of a creation platform for AI virtual anchors based on AI technology and virtual interaction technology by an industry-academia cultivation project of the Ministry of Education.

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Talents Development

Main Course

The main courses include Aesthetic Theory, Digital Media Theory Research, Design Research, Design Thinking Innovation and Practice, Interaction Design Theory and Practice, Research Methods Workshop, Design Psychology, Big Data Theory and Application, Chinese Culture and National Design, Communication Theory, Art and Design History and Theory, 3D Engine Technology Research, Virtual Reality Film and Video Creation, Human-Computer Interaction Theory and Practice.

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Research platform

The program has the National Teaching Center of Animation and Digital Media Practice, Beijing Key Laboratory of Digital Animation Technology Research, Unity Joint Laboratory, Beijing Radio New Media Research and Development Center, Integrated Media Demonstration Center, and China Animation Art Exhibition Hall, China (Beijing) International Student Animation Festival and other institutions and projects. It is also currently the advanced training base for digital creativity of the Ministry of Culture.

It is also the secretariat of the Ministry of Culture's Advanced Training Base for Digital Creativity, as well as the Teaching Steering Committee for Animation and Digital Media in Higher Education, the Education Committee of the China Animation Society, the National Association for Computer-based Education in Universities, the Animation and Digital Media Art Committee of the National Association of Film and Television, and the Digital Photography and Video Committee of the China Film and Television Technology Society.

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Awards and Journal articles, Invention patents, etc.

In recent years, the works of students and teachers have won over 50 awards and nominations in international festivals such as the Student Oscars, the New York Design Competition, the Siggraph, the Chicago International Film Festival, the Tokyo Animation Festival, the Angersy International Animation Festival, the Stuttgart Animation Festival, the Roanne International Animation Festival, the BAF Animation Awards, the Tehran International Animation Festival, and the One Show. It has won more than 200 awards in leading competitions and festivals in China, including the Huabiao Award, the Golden Eagle Award, the Golden Monkey Award of the China International Cartoon Festival, the Golden Dragon Award of the China Animation Society, the Golden Calf Award of the Taiwan Times, the National Information Technology Application Level Competition, the Beijing Craft and Art Innovation Design Competition and the China Original Game Competition.</p><p id="">The thesis published by the student won the Outstanding Award in the Postgraduate Category of the 7th National Student Film Criticism Competition and the Bronze Award in the National Young Scholars Forum of Film Studies at the Beijing Film Academy.

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Academic Exchange Programme

The programme has established long-term educational partnerships with the Film and Television Academy of Poznan (Germany), Sheridan College (Canada), the Animation Institute of Gobran (France), the Digital Media Centre of Canada, Northeastern University (USA), Hong Kong Polytechnic University, National University of the Arts (Korea), Central University (Korea), Bournemouth University (UK) and Goldsmiths University of Technology (USA).

The Asia Campus Project is a joint project with the Tokyo University of the Arts and the Korea University of the Arts to develop co-work animation projects in China, Japan and Korea, including co-work animation creation, VR/MR/game frontier workshops. International cooperation with the Asian Young Scholars Forum, the China-Korea International Dual Master's Degree Program, the China-Japan Joint Doctoral/Postdoctoral Training Program, and the China-Japan-Korea Exchange Student Program. Regular international summer term program "IDEA-X Immersive Interactive Design" with the Canadian Digital Media Centre at the Vancouver campus.

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Career paths of graduates

They are active at the frontline of the Internet, digital entertainment, mass media and intelligent technology industries at home and abroad, including internationally renowned companies such as Yahoo, Google, Airbnb, Scanline VFX, Pixar, Industrial Light; Magic and Disney, as well as domestic frontline companies such as Tencent, Alibaba, Baidu, Aiyiqi, Jingdong, Byte Jump, Netease, Kuangwei, Xinhua, People's Daily, Chasing Light Animation, Light Media and Ogilvy; Mather Advertising

Independent entrepreneurs, such as the founder of the well-known cultural and creative enterprise Qingteng Culture, have designed and developed a number of well-known digital content products such as Rabbitsky, Three Kingdoms, Butter Camera, Punchbowl, and Magpie Word, and filmed and produced popular animated films such as White Snake. The company has also produced popular animated films such as "White Snake: The Origin" and "Nezha Reborn".

Graduates remain active in traditional media industries such as Xinhua News Agency, People's Daily, CCTV, Beijing TV, Hunan TV, Zhejiang TV and Phoenix TV, as well as national institutions such as the China Science and Technology Museum, the National Museum, the National Library, the Palace Museum, the National Film Archive and the Beijing People's Art Theatre, etc. He is mainly engaged in new media, animation, film and television, and has made significant contributions to the reform of integrated media and digital development of these institutions.

With graduates also worked in universities in China, such as the Central Party School, Fudan University, Beijing Normal University, Sichuan University, Communication University of China, Beijing Film Academy, Beijing University of Posts and Telecommunications, Beijing Forestry University, Beijing University of Technology, Beijing Printing Institute, Beijing Union University, Capital Normal University, Tianjin University of Technology, Hubei University, China Academy of Fine Arts, Guangdong University of Finance and Economics, Zhejiang Media College, etc., and is engaged in digital media art education.