The influence of digital media on contemporary society’s perception of reality strongly argues for the cultivation and empowerment of our talented students here at the School of Culture and Creativity. Media and its many forms hold extraordinary power in shaping society in profound ways. As a powerful catalyst of ideas, beliefs and perceptions, digital media holds tremendous power in positively shaping public opinion, cultural norms and the ability to create social change for a better future. Digital media has also created avenues of continuous cultural exchanges and have become an outlet for sub-cultures that can reveal symptoms of cultural divergence in contemporary society. Recent advances in Metaverse technologies and Generative AI are emerging trends that are indications that we are standing on the apex of a remarkable era, with a future that will be shaped by how and when generative AI pervades the many forms of media.

The School of Culture and Creativity (SCC), at the Beijing Normal University–Hong Kong Baptist University United International College (BNU-HKBU UIC) is committed to cultivating student creativity, that fosters innovation across the many forms of media interwoven in the socio-economic tapestry of our contemporary society. Our liberal arts teaching and learning curricula are informed by practice-based research, grounded in established theoretical frameworks used in our scholarly research. As the Dean of the School of Culture and Creativity, I greatly value liberal arts education and its broad curriculum, the comprehensiveness and interdisciplinary approach in which it can foster critical thinking, communication skills, and a global perspective in our students, in preparing them for diverse career pathways and lifelong learning mindset.

We offer exciting undergraduate courses in the core disciplines of animation and interactive media, cinema and television, art and culture, creativity and management, games, media arts and design, and musical performance. Integrated within our courses are topics on the development of the Metaverse and generative AI. We offer two exceptionally useful Master of Arts in Communication programme that prepares you well for the industry. These are Film TV & New Media and Interactive Media Studies. We are also actively developing new undergraduate and postgraduate taught and research programmes that pioneer the field. While we are grounded in traditional education, we hold a strong belief in teaching and learning the tools of the future.

At the School of Culture and Creativity, talented faculty members join us from various backgrounds, and from across the world. Each an expert in their specialist domain with broad experiences across the disciplines which our school offers. You will find our student-centred teaching and learning activities to be dynamic and engaging, and that promote a holistic approach to education. Our faculty members are dedicated to creating an inclusive and supportive learning environment where students are encouraged to actively participate in discussions, collaborate on projects, and apply theoretical knowledge to real-world scenarios.

We have a collection of exchange programmes in our global networks which you can explore, from which your experience may be enriched through cultural exposure and immersion, and where your academic growth is certain, and where your creativity thrives. Abroad or here within our campus grounds where film festivals, exhibitions and performances are, the immersive experience is what our liberal arts education can offer, from which individuals can gain a deep understanding of the customs, traditions, language, and everyday life of the culture where they choose to be.

Finally, I extend a warm welcome to our students and promises a vibrant and academic journey that will ensure that you succeed in a sustainable future.

Sincerely,

Prof Eugene Ch’ng

School of Culture and Creativity