Media Policy, Business and Practice in the Digital Age
JOINT SUMMER SCHOOL
BEIJING, 1st JULY 15th JULY 2012
Sponsored by: The International League of Higher Education in Media and Communication
Organised by: National Centre for Radio & Television Studies, Communication University of China
Communication and Media Research Institute, University of Westminster
School of Journalism and Communication, Chinese University of Hong Kong
School of Communication, Simon Fraser University
What Is The School About?
The School offers short and intensive courses on media and communication issues of contemporary relevance. In addition, there are numerous guest lectures by international experts on topics related to their own research. The atmosphere of the School is informal and inviting. Students are encouraged to participate fully in all discussions with both faculty and their fellow students. This year, there are two separate courses running in parallel, on the economics of digital media and TV news production. The outline of the courses is as follows:
The Transformation of Media Industries in the Digital Age
Digital technologies are changing the practices of media production and transforming business models. They present media organisations with both threats and opportunities. Traditional revenue and business models have been destabilised, competition has intensified and changing user behaviour has forced a reassessment of marketing and content packaging strategies. At the same time, new devices present media organisations with new creative and editorial options, social media facilitate new kinds of relationships between media firms and their viewers, listeners and readers, and hold out the prospect of new ways of 'monetising' media content. The 2012 Summer School will examine the nature of these changes and explore the ways in which media organisations in the key media sectors are reinventing themselves through the use of digital tools and platforms. This summer school will also discuss the lessons learned by international media organisations in attempting to engage with these issues.
Broadcasting News Production
This television video course is designed to show how to teach the skills and art of making news and feature videos. The course will cover a progressive curriculum to lead students through the basic understanding of how a video is set up and how to take it through to complete story telling. As well as the technical skills of shooting and editing, there is a big emphasis on the journalistic aspects of what makes a good story. The course will be mainly practical with teams going out to shoot their stories as well as some starter classroom sessions showing examples of student work with critical discussion on how they came to be made.
How Will The School Be Organised?
The School will take place at the Beijing Campus of the Chinese University of Communication (CUC), which will provide accommodation, catering and classrooms for all the participants. The Campus is a modern one, located in the east of Beijing and well served by public transport.
There will be 10 days of lectures and seminars and ample time for informal meetings, leisure and tourism. Formal teaching will consist of lectures and discussions by leading experts from different countries. Students at the School will also be expected to present a paper on their own research specialization in one of a series of seminars devoted to work in progress.
The working language of the School will be English, and all lectures, reading, classes and discussions will take place in that medium.
The School will be accredited by CUC as a credit bearing course and the organisers will issue certificates making that clear to those participants who need them.
The organisers will, on request, provide the necessary letters and any other documentation require for the purposes of issuing visas to foreign visitors.
Who Can Attend The School?
The school is open to anyone with a genuine interest in the theory and practice of contemporary and future media. Participants in the courses on media economics must be able to present a scholarly paper on their own original research, which should be on a topic relevant to the subject of the course they are following. Apart from that requirement, there are no restrictions on age, status or nationality, but the organisers believe that the school will be particularly valuable to doctoral students and junior faculty.
How Much Will The School Cost?
Attendees should cover their own costs for air fares and other travel. There is no Registration or Tuition Fee. Students are welcome to arrange their own accommodation and tourism if they wish. If you prefer to stay at CUCs International Exchange Centre and/or join a group tour organized by the host institution, please provide detailed information about your travel plans and specify your needs in your application. The following table give you an idea of the likely costs.
Details Remarks
Accommodation 180~250 RMB per day Hotel Inner Mongolia (A hotel near CUC campus. Please pay directly at the counter when you check out.)
Meals 5~10RMB per meal At CUC canteens
Tourism 350 RMB per person Day tour to scenic sites of Beijing
Students may make their own choice of package from the listed items.
The full rate for a standard room en suite is RMB 190 per day. Two people may share a room and divide the full rate.
At the time of writing, 1= RMB 8.47; and $US1=RMB 6.29
How Can I Apply To Attend The School?
A copy of the application form can be found at: http://bjss.cuc.edu.cn.
All applications for the School will be handled by the staff of CUC and completed forms should be sent to [log in to unmask] We welcome other materials, like a CV, a personal statement, a detailed research proposal or an academic paper, which will be helpful for the organisers to evaluate your application. Please indicate on your application form your order of preference for the two courses we offer. The organisers will make every effort to enrol you on your first choice course, but if that is not available we will offer you your next preference. Courses will be filled on the basis of first come, first served.
The deadline for applications is May 1st 2012. If you have any questions or requests, you can also contact us via email at the above address or by telephone or fax at 86-10-65779313 or 86-10-65779244.
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