The School of New Media at Peking University was established in February 2014 as a research and teaching institution dedicated to the innovative development of new media. Building on the long-standing academic traditions and research strengths of Peking University, the School is committed to advancing theoretical inquiry, technological innovation, and industry development in the field of new media. It aspires to become an internationally recognized center for intellectual leadership, talent cultivation, and influential research in new media studies.

The School is supported by a distinguished faculty and strong research capabilities. Its faculty members and researchers come from a wide range of disciplinary backgrounds, including communication studies, information science, management, sociology, psychology, and computer science. This interdisciplinary composition enables the School to pursue cross-disciplinary teaching and research while fostering close collaboration between academia and industry. The School currently has 25 teaching and research staff members, including seven full professors and five associate professors. In addition, prominent scholars and industry experts from China and abroad are invited to serve as chair professors and external advisors, forming a dynamic and internationally engaged academic community centered on full-time faculty and enriched by leading scholars and practitioners.

The School is dedicated to developing distinctive areas of scholarship and academic strength. Its teaching and research focus on a wide range of fields, including new media communication, new media industry policy, media management and operations, online user behavior analysis, new media education, emerging media technologies, cybersecurity, and data mining. The School hosts four research centers: the Creative Industries Research Center, the Internet Development Research Center, the Market and Media Research Center, and the Social Media Research Center. It has also established a Laboratory for Artificial Intelligence Applications and Innovation. Through these platforms, the School promotes collaboration between academia and industry in areas such as big-data public opinion analysis, digital ecosystem development, and user behavior analytics in new media environments.

The School offers both master’s and doctoral degree programs. Its curriculum and training framework are designed in alignment with international academic standards while maintaining close connections with industry practice. Distinguished scholars and experienced professionals from the field of new media are regularly invited to participate in teaching and mentoring. The School offers a range of cutting-edge courses, including Social Media Studies, Data Mining and Analysis, Social Network Analysis, and Mobile Internet Studies. These programs aim to cultivate interdisciplinary scholars and professionals with strong foundations in the humanities and social sciences, rigorous training in new media theory and research methods, and a global outlook characterized by intellectual curiosity, critical thinking, and innovative capacity.

The School maintains extensive international partnerships and academic exchanges with leading universities around the world, including Harvard University and the University of Oxford. Internationally renowned scholars are regularly invited to deliver lectures and teach courses, and the School actively draws upon global best practices in teaching, research, and academic governance. Efforts are made to strengthen international alignment in curriculum design, pedagogy, and academic management, while selected courses are offered in bilingual formats to support the internationalization of research and education and to enhance the School’s global engagement.

Amid the rapid evolution of new media technologies and ideas, the School of New Media at Peking University remains committed to the principles of collaborative innovation and openness in higher education. The School seeks to build a world-class platform for research and education, strengthen its role as a leading center for new media scholarship and talent development, and contribute to the continued advancement of the new media ecosystem through close collaboration among academia, industry, and society.