Schools

Vision

Dedicated to a media innovation education that integrates employer participation in talent cultivation, aspiring to become a leading applied innovation media institute with profound cultural literacy and business mindset.

Values

√ Prioritize active engagement with local employers as the primary means of connecting with the expansive media landscape

√ Emphasize the collaborative interaction among culture, business, and media to transform perspectives and cultivate innovative media professionals

√ Advocate engagement with emerging technologies while analyzing their implications on the media sector critically

√ Foster the development of lifelong learning competencies among alumni

√ Promote mutually beneficial community involvement on a regional scale

The School of Culture & Media originates from the Journalism Department within the School of Humanities, established in 2000. As an early and vital secondary school at Xi'an Eurasia University, it has developed significantly. With over a decade of educational exploration, it currently offers undergraduate programs in Journalism, Network and New Media, Digital Publishing, and Cultural Industry Management. Additionally, it offers a junior college program in News Collection, Editing and Production (reassigned to the School of Higher Vocational Education in 2018), and introduced a new program in Radio and TV Editing in 2019. The school has established its unique model and brand in nurturing applied communication talent.

The school has shifted its training focus from solely serving news agencies to encompassing broader applied communication fields. Adopting the principles of "comprehensive communication" and "comprehensive publishing," it aligns closely with market demands and industry trends to plan its talent cultivation strategies. Upholding the philosophy of "applied communication practical teaching," it is committed to developing application-oriented talent, characterized by a dedication to practical instruction, all aimed at supporting local economic and cultural growth.

The distinct feature of the school is emphasizing practical teaching to cultivate applied talent. It focuses on nurturing students' general and practical skills alongside theoretical knowledge delivery. Half of the class schedule is dedicated to practical teaching. Methods like industry project alignment, real-world operational practices, creation of graduation projects, operation of societal practice bases, and interactive teaching contribute to significantly enhancing students' hands-on abilities and overall competencies. This "applied communication practical teaching model" and "student-centered" educational philosophy align with the internationally recognized "Missouri Method" in journalism education. It has been extensively reported by prominent outlets such as People's Daily Online, China Youth Daily, ifeng.com, China Daily, Chinese Business View, China Radio and Television Network, Xi'an Evening News, Sanqin Metropolis Daily, Shaanxi TV Station, and Xi'an TV Station. Additionally, it has been widely cited on major web portals like Sina, Sohu, NetEase, and Tencent, and has received considerable praise from academia, industry professionals, and employers.

School Leadership Team

Deputy Dean: Cao Xiaojuan

Main responsibilities: Party building, strategic planning, HR management, financial oversight, research and social contributions, management of organizational culture, school development, and other administrative duties (management of the General Office, Applied Communication Research Center, and curriculum team, and discipline development)

Assistant to the Dean: Peng Xin

Main responsibilities: Supervision of education and teaching (including internships), assurance of teaching quality, and academic competitions (management of teaching affairs center, and curriculum team, and course development)

Assistant to the Dean: Chen Zhe

Main responsibilities: Overseeing internationalization, brand management, and space culture management (Internationalization Task Group, Brand Department)

Assistant to the Dean: Lei Fangchao

Main responsibilities: Managing student activities, admissions and employment procedures, and student Party building (coordination of the Student Affairs Center, Innovation Incubation Center, and curriculum team for recruitment and employment)

Luo Lixia Coordinator of the Network and New Media Program, School of Culture & Media

Xu Si Coordinator of the Journalism Program, School of Culture & Media

Yao Xiaotong Coordinator of the Radio and TV Editing Program, School of Culture & Media

Ding Li Coordinator of the Digital Publishing Program, School of Culture & Media

Zhao Tiantian Coordinator of the Platform Curriculum Team, School of Culture & Media

Qu Wenjing Director of the Applied Communication Research Center, School of Culture & Media

Wu Jin Director of the Brand Center, School of Culture & Media