Departments, Institutes, and Centers

Department of Journalism

Director: Chen Kaihe

The Journalism major admitted its first cohort of students in the autumn of 2001. Building on Peking University’s longstanding tradition in journalism education and its strong academic foundation, the program applies innovative pedagogical approaches to cultivate high-level journalists with broad knowledge, critical thinking, creativity, strong communication abilities, professionalism, and a global perspective.

Department of Communication

Director: Shi Zengzhi

Department of Advertising

Director: Chen Gang

The Advertising major was established in 1993, began enrolling undergraduate students in 1995, and was transferred from the Department of Arts to the School of Journalism and Communication in 2001. Over the years, it has gradually developed a well-established and systematic framework for teaching and research, emphasizing both theory and practice. The program emphasizes the study of cutting-edge issues in advertising, and aims to cultivate high-level advertising professionals with solid disciplinary foundations, broad cultural and scientific literacy, and an orientation toward emerging trends. It has become an important base for advertising teaching and research in China.

Department of Broadcasting and Television

Director: Lu Di

The Broadcasting and Television Studies major admitted its first corhort of students in 2002. It cultivates high-caliber professionals with comprehensive cultural and scientific knowledge, systematic theoretical understanding of journalism and communication, and advanced audiovisual production and technical skills. Graduates will acquire a solid understanding of China’s media policies and regulations, and are well prepared for careers in audiovisual editing, journalism, and publicity management across media, governments, and enterprises.

Research Institution: School of New Media

Dean: Xie Xinzhou

Associate Dean: Li Wei, Liu Dehuan, Tian Li

Institute and Research Center Introduction

Peking University Journalism Research Association

Chairman: Chen Gang

It was founded on October 14, 1918, initiated by then President Cai Yuanpei, who also served as its first Chair. Reestablished on April 15, 2008, the Association upholds its profound historical legacy. Through sustained academic studies, it cultivates journalism talent and advances research in journalism history. Its work in journalism practice studies now emphasize theoretical frameworks, gradually developing distinctive characteristics in historical and theoretical journalism research.

Peking University Institute of International Communication

Dean: Wang Weijia

The institute is a research institution dedicated to the study of modern information public opinion governance and Chinese international communication issues. The institute’s main research and consulting fields include the external communication and image building for countries and enterprises, the formulation of policies for modern information communication governance and media industry development, media communication and external liaison of China’s local governments, and communication strategies in the international development of China’s large enterprises.

Peking University Institute of Modern Advertising

Director: Wang Tianfu

It was established in 1999. Leveraging its academic resources and talent advantages, the institute aims to enhance dialogue and collaboration in the advertising field by organizing various forms of academic research and exchange activities, fostering an active academic atmosphere, and continuously nurturing new talents for the advertising industry under the concept of continuing education. Relying on Peking University’s academic resources, research strength, and teaching advantages, the institute has developed over the years and has now become an important base for China’s advertising research, education and training, market research, and corporate consulting.

Peking University Traditional Culture Communication Research Center

Director: Lu Shaoyang

The excellent traditional Chinese culture is the crystallization of wisdom and the essence of Chinese civilization, the root and soul of the Chinese nation. It is the responsibility and commitment of communication scholars and practitioners to extract, showcase, and disseminate the cultural essence of the excellent traditional culture that has contemporary value and global significance. The Peking University Traditional Culture Communication Research Center aims to leverage the disciplinary and professional strengths of the School of Journalism and Communication, utilizing both on-campus and off-campus resources to focus on the inheritance and dissemination of the excellent traditional Chinese culture, telling Chinese stories and amplifying China’s voice. In research fields such as publishing culture, intangible cultural heritage, and art communication, it strives to produce more original achievements, contributing to the creative transformation and innovative development of the excellent traditional Chinese culture.

Peking University Institute of Culture and Communication

Director: Chen Kaihe

Established in 2002, the Peking University Institute of Culture and Communication focuses on two key research areas: media theory and practice (including media-audience dynamics, media-society interactions, media and the rule of law, and media marketization), and communication theories (including interpersonal communication, international communication, persuasion and public relations, communication and culture, new media communication, international cultural exchange, and communication arts). Its ongoing research projects include propaganda studies, management models for online media, rumor analysis during extraordinary times, and translation and cross-cultural communication. The institute emphasizes the integration of theory and practice, as well as research and teaching, while actively promoting the localization of communication studies.

Peking University Television Research Center

Director: Zhang Huiyu

It was officially established in September 2005. Its establishment not only met the need for Peking University to improve its disciplinary development and construction but also responded to the practical demands of the ever-changing television industry that influences social development. The center actively explores academic expression in television communication and television industry in academia, contributing to the interactive progress between China's mass media and social development. It has become a core institution integrating academic research, talent cultivation, and international exchanges. The center has integrated various resources to promote the alignment of theory and practice, achieving breakthroughs in research and education on television industry development. It has also actively engaged in international cooperation with related educational research institutions and television companies abroad, organizing international academic exchange activities to advance the research, education, and internationalization of China's television communication and television industry. The center places particular emphasis on the study of television evaluation systems, providing research outcomes on industry norms and development benchmarks. Based on academic research, it establishes evaluation systems to offer academic behavioral standards for industry development.

Peking University Creative Communication Management Research Center

Director: Chen Gang

Established in December 2007, the Peking University Creative Communication Management Research Center draws on extensive industry resources and robust research capabilities. Professor Chen Gang, Dean of the School of Journalism and Communication at Peking University, serves as its director. Since its inception, the center has conducted comprehensive research on marketing communication challenges in the new media landscape, particularly in internet-driven environments. Through systematic analysis of industry trends, it has developed a theoretical framework for marketing communication models in the new media era, providing insights to inspire broader and deeper academic exploration. Additionally, by organizing industry-academia exchange programs, the center disseminates cutting-edge research findings to the public. This not only enhances professional communication and drives industry advancement but also deepens societal understanding of new media marketing communication.

Peking University Audio-Visual Communication Research Center

Director: Lu Di

Established in March 2009, with Professor Lu Di as its director, the center is a comprehensive research institution focusing on the development and planning of radio and television programs, the production and packaging of radio and television programs, strategic planning and consulting for the radio and television industry, as well as the tracking of new media audiovisual technologies. By leveraging the wisdom of elite talents from related disciplines at Peking University and collaborating with renowned domestic and international film, television, and new media enterprises and research institutions, the center is committed to enhancing the practical capabilities of audiovisual education at Peking University, improving the cultural quality of Chinese audiovisual industry, strengthening the planning capabilities of Chinese audio-visual enterprises, and increasing the market appeal of Chinese audio-visual products. It strives to become a think tank, a creative hub, an idea incubator, a repository of cases, and one of the most important comprehensive research bases for Chinese audio-visual cultural industry.

Peking University Public Communication and Social Development Center

Director: Shi Zengzhi

Established in 2012 and led by Professor Shi Zengzhi, the center is rooted in Peking University’s academic ethos and humanistic values. The center conducts research, facilitates international exchanges, provides media training, and promotes public welfare initiatives within the broader context of social development. It serves as a cross-sector platform connecting policymakers, academics, businesses, media professionals, and philanthropists, fostering collaboration to advance social progress through effective public communication and enrich public discourse through societal development.