On June 4, faculty and students from the School of Journalism and Communication at Shaanxi Normal University held a discussion with the head of Changjiang Net, exploring industry development trends, innovative models for talent cultivation, and new measures for school-enterprise collaboration. That same day, the school’s faculty and students joined the Changjiang Net “Changjiang Toutiao” platform, becoming the 474th university to join.

Faculty and students from the School of Journalism and Communication at Shaanxi Normal University visit the Changjiang Daily history museum.

“We want students to step out of campus and into the frontlines of mainstream media, to truly feel industry changes and talent demands,” said a director and doctoral supervisor from the School of Journalism and Communication, Shaanxi Normal University, during the discussion. He noted that the media industry is rapidly evolving, with increasing employment competition. Students have long relied on closed-loop teaching on campus, lacking frontline practical experience, leading to insufficient social experience and low workplace adaptability.

“To address pain points in industry talent cultivation, the school has fully optimized and upgraded its talent training system and adjusted educational approaches,” he explained. The school precisely connects with high-quality resources from mainstream media, regularly organizes students to conduct practical research on media frontlines, helping them grasp industry hiring standards and development trends, and recalibrate their learning directions and career growth goals to align academic learning with industry needs. Meanwhile, the school closely follows the trend of AI in media development, anchors core needs of disciplinary transformation, deepens interdisciplinary integration, and comprehensively restructures professional course systems.

“We actively introduce faculty from computer science and AI fields, add cutting-edge technology courses such as big data applications, programming, AI content production, and new media algorithms, and strive to build a composite talent training system combining ‘content creation + digital technology,’ comprehensively strengthening students’ professional foundations and enhancing their overall media literacy,” he said.

Faculty and students from the School of Journalism and Communication at Shaanxi Normal University hold a discussion with the head of Changjiang Net.

It was learned that the students participating in this practical exchange at Changjiang Net were all 2023 undergraduates from the School of Journalism and Communication at Shaanxi Normal University. Many had already actively delved into cutting-edge new media fields, accumulating solid hands-on experience. Among them, a student focused on the AIGC content creation track, consistently producing high-quality original short videos, and continuously exploring the deep integration of AI and new media content creation in practice. He said, “I often use AI to assist in writing drafts, generating images and short video scripts, and creating some video clips, saving time on material organization. Then, I review and modify through manual editing to control content perspectives.”

Based on frontline hiring realities in the industry, the head of Changjiang Net offered students development suggestions tailored to current needs.

A relevant head of Changjiang Net, based on frontline industry employment conditions, stated that in the current era of deep media integration and intelligent transformation, composite talents with both high-quality content creativity and AI technology implementation capabilities are core talents urgently needed by mainstream media. They encouraged young students to proactively step out of their comfort zones, independently delve into AI media tools, and build irreplaceable personal core competitiveness.

“Changjiang Net’s data-driven topic selection, insistence on cross-border integration and innovation, and new media development model of continuous learning and iteration have deeply inspired me,” said a student. She expressed that in the future, she will aim to become an all-media talent, deeply engage in content creation, refine technical skills, broaden cross-border perspectives, strive to become a ‘versatile player’ in all-media content production, and continuously enhance professional abilities and practical levels to adapt to the development needs of the new era’s media industry.

Shaanxi Normal University

Shaanxi Normal University, located in Xi’an, China, was founded in 1944 and is a key comprehensive university under the Ministry of Education. It is known for teacher training, humanities, and sciences

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Changjiang Net

“Changjiang Net” refers to the Yangtze River Delta region in China, an economically vital area centered around the Yangtze River’s estuary. Historically, this region has been a hub for trade and culture since ancient times, with cities like Shanghai, Nanjing, and Hangzhou playing key roles in China’s economic development. Today, it remains a powerhouse of innovation and industry, driven by interconnected urban networks and modern infrastructure.

Changjiang Daily history museum

The Changjiang Daily History Museum is located in Wuhan, China, and preserves the legacy of the *Changjiang (Yangtze) Daily* newspaper, which was first published in 1949. The museum documents the newspaper’s role in reporting major historical events in modern China, including the founding of the People’s Republic and the country’s subsequent development. Through exhibits of old printing presses, photographs, and archived editions, it offers visitors insight into the evolution of Chinese journalism over the decades.

Changjiang Toutiao

Changjiang Toutiao (长江头条) is a Chinese digital news platform launched in 2021 by the Hubei Daily Media Group, focusing on news and information related to the Yangtze River Economic Belt. It serves as a comprehensive media outlet covering regional development, culture, and environmental topics along the Yangtze River. The platform aims to promote public engagement and share stories about the river’s history, economic significance, and ecological conservation efforts.

Shaanxi Normal University

Shaanxi Normal University, located in Xi’an, China, was founded in 1944 and is one of the key universities under China’s Ministry of Education. Originally established as a teacher training institution, it has since grown into a comprehensive university known for its strong programs in education, Chinese language and literature, and history. The university also plays a significant role in preserving and promoting the cultural heritage of the ancient capital Xi’an.

School of Journalism and Communication at Shaanxi Normal University

The School of Journalism and Communication at Shaanxi Normal University, located in Xi’an, China, is a prominent academic institution dedicated to media and communication studies. Established in the early 2000s, it has grown from a small department into a comprehensive school, offering undergraduate and graduate programs. Its history reflects the university’s commitment to integrating traditional Chinese cultural heritage with modern media education.