(Source: Guangming.com 2025-05-30)
Author: Qin Han (Vice Dean of the w88 casino of Chinese Language and Literature, w88 casino)
As the digital wave sweeps the world today, communication methods are undergoing unprecedented changes. New audio-visual forms such as short videos, VR/AR, and AIGC are constantly emerging. The traditional communication model has been completely subverted, and the cultivation of news communication talents is also facing new challenges. How does journalism and communication education in colleges and universities adapt to this trend? How to equip students with practical capabilities while mastering theory? How to cultivate complex communication talents who understand both technology and creativity, have an international perspective and can take root in society? This has become a hot topic in journalism and communication education in colleges and universities.
In fact, the entire journalism and communication academic community has recognized the importance of combining theory and practice. Today, with the in-depth development of media society, journalism and communication students need to have superb practical ability, interdisciplinary vision, innovative thinking and social responsibility awareness. After all, in the era of "everyone has a microphone", professional journalists should play a role in leading the profession and inspiring the clear. It can be said that when contestants pick up cameras, open editing software, and conceive interactive narratives, they are actually experiencing a cognitive revolution. What they need to think about is, can a carefully designed communication plan really touch the nerves of Generation Z? Can the audio-visual content produced withstand the test of tens of millions of traffic? This kind of torture from the real communication field is far more impactful than the case analysis questions on the test paper.
The New Audiovisual Integration Innovation and Creativity Competition has just built a platform for students to display their creativity, talent, responsibility and collaboration. The competition requires not only technical proficiency, but also a deep understanding of audio-visual language - how to use lens language to replace text narrative, how to use sound design to evoke emotional resonance, and how to use interactive design to enhance user stickiness. In such a "learning by doing" platform, contestants must personally plan, shoot, edit, and promote their works, and go through a complete communication process. During this practical process, communication theory has also changed from an abstract concept in textbooks to a tangible tool in their hands. This practice-oriented training model enables students to effectively exercise their technical application abilities, teamwork abilities and project management abilities in real scenarios.
Contemporary communication is no longer a single news writing or video production, but a composite field integrating computer science, psychology, design, sociology and other disciplines. For example, an excellent short video work requires not only narrative skills, but also an understanding of the algorithm recommendation mechanism, a grasp of user psychology, and even the effective cooperation of music and visual design. In this competition, there are many outstanding works centered around the "Beijing Central Axis". Some of them dig deep into history, some re-understand the Forbidden City from a mathematical perspective, some re-measure the central axis from a digital human perspective, and some are immersive experiences of life in old Beijing. And so on, the student team is no longer limited to the closed thinking of a single discipline, but in today's increasingly blurred media boundaries, their diverse innovations increasingly rely on the chemical reaction generated by the intersection of disciplines. We can think that the competition has become an interdisciplinary innovation incubator, cultivating "communication generalists" and "practical masters" who can freely shuttle between different knowledge fields.
Of course, the ultimate goal of journalism and communication education is not only to cultivate technical craftsmen, but also to shape "meaning creators" and "social watchmen" with a sense of social responsibility. The New Audiovisual Integration Innovation and Creativity Competition shows unique value in this dimension. In recent years, the theme of the competition has increasingly focused on social hot spots, and the content of the entries has also resonated with the development of the times, realizing the original intention of guiding students to pay attention to real issues and using the power of communication to promote social progress. For example, this year's outstanding works panoramically demonstrated the country's impressive achievements in ecological civilization construction, analyzed the secrets of the success of Chinese modernization in the field of ecological civilization, and demonstrated the vitality of the harmonious coexistence of man and nature. This practice of converting communication power into social influence will make young students deeply aware that truly excellent communication is not a traffic game, but a beam of light that can illuminate social blind spots. When students experience the power of communication to change reality through the competition, a sense of professional mission will take root in their hearts. In fact, this is far more effective than repeatedly explaining basic knowledge points in class, because students have been sublimated in practice and gained sincere love that will never be taken away by external forces!
Looking back from the crossroads of media change, the New Audiovisual Integration Innovation and Creativity Competition has gone beyond the scope of ordinary subject competitions. It has essentially built an "alternative space" for journalism and communication education - here, technological experiments are encouraged, cross-border collisions become the norm, and social values are respected. What the future news and communication industry needs is a new generation of communication leaders who can adapt to technological changes while adhering to the humanistic spirit! We must clearly see that the future of journalism education is not in closed ivory towers, but in practice fields that can bravely break boundaries and continuously renew themselves. The form of communication will continue to evolve, and the future of news communication must belong to innovators!
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