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July 1, 2010 - July 15, 2010

Chinese University of Communication, Beijing

Categories: Summer Institute

Sponsored 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
  • Annenberg School for Communication, University of Pennsylvania


What Is The School About?
Convergence around digital production and distribution has important consequences for media economics and media policy.   The migration of advertising revenue online is producing an acute crisis for the newspaper industry.  Piracy and other infringements of intellectual property rights are pandemic in the online world.  Audiences are shifting from being passive consumers towards active engagement and productivity.  Governments, industry and international organisations are wrestling with these changes and trying to develop new ways of achieving those ends that they deem socially desirable or economically efficient.  This summer school will focus on the scholarly study of those efforts to develop adequate frameworks for the convergent future. The Summer School will break down this overall theme into four major components:

  1. The affordances of current and future technological innovations.  This strand will discuss the ways in which technological change affects the production, distribution and consumption of media artifacts.  Among the topics considered will be the impact of computer technology on production, the cost and availability of distribution technologies, and the kinds of consumer devices through which content may be consumed.
  2. The economic effects of new communication technologies.  This strand will discuss the ways in which changes in media technology, notably in distribution channels, affect business models in the commercial media and the viability of public service media.  It will consider the implications of the ending of channel scarcity for advertising models based upon mass audiences, the shift from free-to-air broadcasting to subscription funded narrowcasting, and the migration of advertising from newspapers and broadcasters to the internet.
  3. The regulatory problems of new technologies.  This strand will consider the different traditions of regulation that have governed the media and telecommunications industries, and the problems posed for both by convergence.  It will examine issues of intellectual property rights in general, and copyright in particular, in the context of digitalization and the attendant problems of piracy.
  4. Changing patterns of media consumption. This strand will examine the implications of the shift from mass to niche audiences, from flow-based to selective consumption, and from passive reception to active participation in the production of media content.  It will be concerned with issues of differential access and the diffusion of the media literacy skills necessary for participation in the new patterns of media use.

Leading scholars from China, Europe and US will lecture on the different strategies in policy and regulation in their own areas of expertise.  The school will cover a wide range of media and very different kinds of societies with distinct regulatory traditions.  Bringing these perspectives together means that a unique picture of the contemporary world situation will be one of the major outcomes of the school.

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 economics, policy and regulation of contemporary and future media.  Participants 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 school. 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 CUC’s 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.


Item Details Remarks
Accommodation 190 RMB per day The lowest price at CUC’s International Exchange Centre(Please pay directly at the counter when you check out.)
Meals 5~10RMB per meal At CUC  canteens
Tourism 350 RMB per people 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 9.3 and $US1=RM6.83


How Can I Apply to Attend the School?
A copy of the application form can be found here.
All applications for the School will be handled by the staff of CUC and communications and completed forms should be sent to bjss2009@gmail.com. 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.


The deadline for applications is May 1, 2010. 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.