Training Project for Majors in Journalism and Communication Category (Non-normal)-传媒学院

Training Project for Majors in Journalism and Communication Category

Training Project for Majors in Journalism and Communication Category (Non-normal)

Time:2018-11-30 10:04:24 Author:admin Reading:

1. Training Objectives

Majors of journalism and communication category aim to cultivate high-end professional talents who have mastered systematic theories of journalism and communication. This discipline has two subsidiary majors: Radio and Television, and Advertising, whose training objectives are as follow:

The major of Broadcast and Television cultivates application-orientation talents who have good politics awareness, extensive cultural knowledge, acute outsight of society, broad international horizon and skilled professional techniques, and who are able to engage in news interview, report, photograph, editing, hosting, planning and management in radio and television institutions and other media, enterprises and public institutions.

The major of Advertising cultivates multi-disciplinary talents who are able to engage in advertisement and communication operation, planning, originality, production, marketing and market research in advertisement department of media, advertisement company, market consultative institutions, government departments, enterprises, public institutions, departments of cultural originality industry and other related institutions.

The major of Journalism cultivates multi-disciplinary talents who are able to engage in news interview, writing, editing, reviewing,, photography and other news related work in various media and engage in news propaganda in institutions of CPC, government departments, enterprises and public institutions.

The major of Communication cultivates multi-disciplinary talents who have broad knowledge of humanistic and social sciences and some basic knowledge of natural sciences, are able to independently observe and analyze social phenomena with Marxist standpoint, viewpoint and methods, systematically master the basic knowledge and skills of journalism and communication and other related disciplines, and familiarize the development tendency and operation mechanism of media convergence.

2. Requirements for the Talents

The majors of journalism and communication category require t the students to master the basic theories and knowledge of journalism and communication, accept the basic training in news activities, and be able to conduct social activities and scientific research. The requirements for each major are as follow:

(1) Radio and Television

Students in this major need to learn basic theories and knowledge of radio and television and accept basic training in interviewing, writing, editing and reviewing of radio and television to be capable of engaging in works related to radio and television. Specified in the following aspects:

1. Master basic theories and knowledge of journalism, communication and radio and television.

2. Familiarize the guidelines, policies, regulations and ethic related to journalism and communication.

3. Possess relatively strong ability in communication and cooperation, master the communication methods of radio and television, be a professional of interviewing, writing, photographing, editing, reviewing, live report, hosting and program planning, and familiarize the information collecting and producing techniques of radio and television program.

4. Have good new sensitivity and audio-visual language expression ability, including oral expression, expression before the camera, and combination of sound and picture.

5. Be good at using a foreign language and using and spreading new techniques, familiarize communication business of new media, know the development state of radio and television section in the world, and possess international horizon and foresight.

6.Possess preliminary scientific research ability, familiarize the basic methods of bibliographic query and data base application, and master basic investigation and statistics methods.

(2) Advertising

Students in this major mainly learns the basic theories and knowledge of advertising and related disciplines and accept basic training in scientific research methods, strategic analyzing ability, creative thinking pattern and collaboration awareness to possess basic ability in analyzing the market and consumer’s behavior, planning, advertising originality, and making and implementing media strategy. Specified in the following aspects:

1. Master basic theories and knowledge of advertising, communication and marketing.

2. Know the policies and regulations related to advertising and understand the social, economic and cultural meaning of advertising activity.

3. Be able to implement advertising planning, designing, making and issuing under the background of integrated marketing communication.

4. Understand the development state and tendency of advertising industry in the world.

5. Possess good professional ethnics, sublime professional ideal, innovation awareness and the ability of continuous study.

(3) Journalism

Students in this major mainly learn the basic knowledge in humanities and social sciences, know the history and basic theories of news transmission, accept practical training of news transmission, and possess the ability of using various communication media to do news transmission activities.

Specified in the following aspects:

Master basic theories of journalism and communication, familiarize the history of Chinese and foreign journalism, understand China’s national condition and the laws and policies of journalism and communication, and stick to the professional ethnics.

Possess professional skills in interviewing, writing, editing, reviewing and photographing and video recording

Have broad knowledge in humanities and social sciences and various disciplines, and comprehensive thinking ability.

Possess good ideological and political quality, humanistic feelings, moral quality, collaboration awareness, cultural attainment, and healthy body.。

Be good at one foreign language.

(4) Communication

Students in this major are required to study the knowledge of journalism and communication, familiarize new tendency of media integration and the operation mechanism of mass media, be proficient in the application of new media and network media, know the policies and regulations of journalism and communication and cultural publicity., and skillfully use a foreign and computer.

The graduates need to acquire the following knowledge and ability:

1. Master basic principles of Marxism and basic theories and knowledge of journalism and communication.

2. Familiarize laws, system, guidelines and policies related to public communication.

3. Accept basic training in research on public communication and social state and social investigation and statistics, possess basic ability of investigating, researching, analyzing, judging, coordinating and organizing, and be able to independently and comprehensively analyze various public communication phenomena and solve various public communication problems.

4. Posses relatively strong ability of writing, oral expression, organizing and leading, and teamwork spirit and international communication ability.

5. Be adept at using a foreign language, know skills of computer operation and statistical analysis, master basic methods of bibliographic retrieval and data query, be able to do scientific research and work in modern cost media and other public communication departments.

3. Training Model

General education + Disciplinary basic education + Professional (orientation) education

Generally, in the first year, students accept general education and disciplinary basic education and take general education courses and disciplinary basic courses, which aim to consolidate students’ basis. In the second year, students are allocated to different majors and professional orientations. The second year and the third year are for professional main courses and processional (orientation)optional courses, emphasizing teaching students in accordance with their aptitude and cultivation of individuation.

4. Time Arrangement

Basic school system is four years and flexible school system (3 to 6 years) is also carried out. Students are allowed to graduate one year in advance or delay their graduation. With the approval of the university, the students can suspend from the school and do part-time work. However, the study period (including suspension time) usually cannot be over six years.

Basic school years (4 years) Education and Teaching Schedule (unit: week)

5. Standards for Graduation

1 Qualifications of graduation: be qualified in ideology and politics, complete all the courses regulated in this major’s plan, pass the thesis defense, acquire corresponding credits, and the structure of the acquired credits is in accordance with the requirement.

2. Award a degree: those who are qualified for graduation and meet the requirements of a bachelor’s degree in Yunnan Normal University will be awarded the degree of Bachelor of Arts.

6. Curriculum Provision (teaching plan)

(10)Course type