A Study On The Development And Strategy Of University Broadcasting And Hosting Education

With the development of science and technology, the mass media is undergoingdramatic transformation. In contrast to the depression of traditional Medias, variousnew media forms emerge and evolve fast. Wide application of digital technology anddashing development of internet media result in a “media fusion” phenomenon toreplace the former readily distinguished media forms. In this new media environment,traditional medias faces a challenge of its survival, and require the media major highereducational institutes to redefine its talent cultivation, demand and selection.The Broadcasting and Hosting (B&H) major, a cradle for screen figures of mediaactivities, output multitudes of professional talents to the field of TV broadcastingthroughout its half century development history, and established its systematic andintegrated theory system. Presently, in the media fusion environment, the B&H majorfaces great difficulty to meet the ever-rising demands upon broadcasters and hosts; thecomplexity of the present professional education, traditional teaching ideas and talentcultivation mode undergo great impact. In this same media fusion setting, what can bea sustainable path of development for B&H education? How to expand the cultivationapproaches of professional talents? How to cater to the need for talents meeting thecall for deeper development of the new media? There are urgent questions loomingahead of B&H major education practitioners.This thesis chose some higher institutes as research subjects: CommunicationUniversity of China (Beijing), Zhejiang University of Media and Communications(Hangzhou), Shanxi Normal University (Xi’an), Northwest Normal University(Lanzhou) and Sichuan College of Media and Communications (Chengdu). The studyanalyzed the problems exposed in the present status of B&H major education,investigated into the influence of media fusion upon higher education B&H majors,conducted systematic research and analysis on its talent demand structure, curriculumdesign and faculty group construction, portrayed the present status of Chinese B&Heducation development in the media fusion background, articulated the problem thusrevealed and attempted to offer professional and sustainable strategies.