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Personal Statement  Applied Program: Mass Communications

On the eve of the New Year 2xxx (in Chinese lunar calendar), President George W. Bush of the United States was flying to Beijing from the other side of the Pacific Ocean in his Air Force No.1. Meanwhile, the personnel in the American Embassy in Beijing were busy searching for a most appropriate booklet that could familiarize the members of this large delegation with the ancient Oriental Capital of Beijing. They were almost at their wits’ end when they came upon an exquisitely prepared medium-sized Beijing Official Guide. On the cover of the particular issue that they laid hands on, the design was that of part of a red-colored traditional Chinese garment, carrying the symbolic implication that foreign visitors to China during that season of the year would have a prosperous and propitious Chinese New Year in Beijing. The moment the delegation settled in the hotel, every member of the delegation was presented with one copy of the booklet, including the President himself. They were immediately greeted with a deep festival atmosphere. To my pride, as the representative from China CYTS Tours Holding Co. Ltd. (the largest of its kind in China), I was the person in charge of the preparation and the publication of this beautiful magazine.

I love mass communications both as a subject and as a possible career objective. With distinguished scholastic performance at the highly competitive nationwide college entrance examination, I entered the most prestigious educational institution of journalism and mass communications – Journalism and Communications School of Peking University. The School is also one of the two institutions in China that are qualified to award Ph. D. degrees in Journalism and Mass Communications. The moment I entered this university, I realized that for the rest of my lifetime I would be inseparably connected with the cause of journalism and communications. The splendid courses in my specialty delivered by senior professors, as well as the lectures and seminars by Chinese best researchers and practitioners in the field, exposed me to the beautiful horizons of journalism and its related subjects. The course that fascinated me most was Mass Communications offered by the School’s senior professor--- Prof. Long X X. It allowed me to gain an in-depth understanding of how periodicals, magazines, broadcasting, film and television, book publication, advertising and other forms of mass media have created profound and drastic social changes in the modern era with its highly developed information and communications. I was virtually intoxicated by this modern information science tinted with an artistic touch.

My diligence in the coursework resulted in my top 5% ranking in my class. As our school’s grading system was unusually strict, my GPA failed to be as good as I would have desired. But I would like to call your attention to my performance in my specialty-related subjects. My GPA would have been much higher if I maintained my academic momentum of the first two years. However, as I became more and more involved in extracurricular practices for the last two year, my performance in coursework became slightly affected. Nevertheless, I take comfort in the fact I excelled most of my classmates in practical abilities.

Journalism is more a professional training than a theoretical course. Textbooks alone could not present to me in detail all the social realities, nor could they tell me how to become an accomplished journalist. I told myself that all these could only be worked out through practice. Therefore, while learning the course News Interviewing and Writing, I conducted internships at local newspaper offices and those internships brought me some initial experience as a journalist. Since I started working as a part-time correspondent and editor in 2000, I published more than ten articles. Back on campus, my classmates and I launched a fairly influential campus newspaper News Weekly, an important event which was reported by CCTV, China’s No. 1 official media. In addition, in collaboration with the Students Unions from other colleges and universities in Beijing, I organized the “Sixth Film Festival of College Students in Beijing”. As a member of our university’s Youth Volunteer Association, I also participated in charity activities designed to offer assistance to local handicapped students in a Deaf and Mute School. In undertaking those activities, I developed a deeper understanding of the concept Communication and its implications.

In my studies and practices, I have come to realize the reason behind my love for journalism and communications – the possibility of highlighting my personality and the value of my life in the articles that I write. I am a person committed to ideals and justice. I especially admire the principle of “the freedom of the press” in Western countries with developed media industry. I consider it the obligation of my profession to present the general public with the truths behind each major event. During my internship at China Business Times, I was assigned to report on some illegal coalmines in China’s Guangxi , Anhui, and Shanxi provinces. Disguising ourselves as local coalminers, Aim Lee, the magazine’s chief correspondent, and I went to remote mountain areas where illegal coalmines were located to conduct interviews with local coalminers. Although our lives were at risk, our strong sense of justice prompted us to collect first-hand materials and to present our factual reports. Due to our reportorial efforts, those illegal coalmines with dangerous working conditions were shut down by local governments and out of this incident I savored my initial sense of professional achievement.

When I set to write my graduation thesis, I conducted serious reflections on the changing conditions of mass media themselves. The year 2000 marked drastic changes in China’s media industry, with some conventional media becoming digitalized or merged with a few media giants. However, based on my actual investigations in Beijing, Shanghai and Guangzhou, three major cities in China, and on my statistical analysis, I discovered that behind the apparent boom of China’s media industry was the so-called “bubble phenomena.” What seemed to be the prosperity of the industry was actually a deceptive illusion resulting from the self-complacence of some practitioners of the profession in a state of self-insulation. In my thesis, I focused on analyzing the underlying problems of China newspaper industry and proposing possible solutions for a healthy development in the future. My thesis was highly appreciated by Prof. Tang X X, a senior professor of our school.

After graduation, I have been working at the President’s Office of China CYTS Tours Holding Co. Ltd where I am responsible for the construction of Public Relations of the company, including the relations with the mainstream media of the country. My responsibilities also include drafting company documents and doing market research. Every busy day I spend proves rewarding. My most important professional achievement is the cooperation with the world famous advertiser Leo Burnett Shanghai Advertising Co. Ltd (Beijing Branch) in the 3-month project of CYTS Brand Construction and Management in which I was responsible for data collection, quantitative and qualitative analysis, VI design and creation. Another achievement is the launching of the CYTS Magazine. By exercising my knowledge of journalism in editing this magazine, I allowed it to be pluralistic in value orientation, rigorous in content, unique in the perspectives that are presented.

An outstanding journalist should have the courage to aim at a constant conquest of new challenges. This is the requirement that I impose on myself. Apart from performing my heavy workload everyday, I have made great efforts to improve my English proficiency because I have always cherished a strong desire to pursue advanced studies in Mass Communications in the United States, the country which has the most developed media industry. In my work, I have had much experience with both domestic and international media. My conclusion is that, in terms of concept, operation and technical level, Chinese media practitioners have much to learn from their American counterparts. With its mature media industry, the United States can offer me a unique opportunity to grasp the essence of this fascinating industry. Among its many fascinating features, the Department of Communications of the University of ----------------- offers program that emphasizes practice-oriented trainings that enable prospective students to experience the realities of media industry in the United States. This is very much in line with my belief that Mass Communications is more empirical than theoretical. Therefore, apart from learning the classical theories of mass communications, I will focus more on the improvement of my professional competence by carrying out actual assignments under the guidance of my supervisor. It is my belief that my academic pursuit will be very fruitful and for this reason I will feel very proud of myself for being able to study at such an internationally prestigious university.

在新年的前夜2XXX（农历），美国总统小布什飞到北京，在他的空军一号从太平洋的彼岸。与此同时，在北京的美国大使馆人员正忙着寻找一个最合适的小册子，可以熟悉这个庞大的代表团成员与北京古老东方的资本。他们几乎无计可施的时候，他们来到了一个精心准备的中型北京指南。在特定的问题上，他们的手盖，设计是一个红色的中国传统服装的一部分，承载，外国游客到中国来，季节会在北京有一个繁荣和吉祥的中国新年的象征意蕴。目前代表团在酒店解决，每一个代表团的成员提交了一份的小册子，包括总统本人。他们立即报以深深的节日气氛。我的骄傲，从中国中青旅控股有限公司的代表（其在中国最大的），我是在和这个美丽的杂志编写出版负责人。

我爱大众传播作为一个学科，作为一种可能的职业目标。以优异的成绩在竞争激烈的全国高考，我进入了新闻与大众传播–北京大学新闻与传播学院最负盛名的教育机构。学校是一个在中国的两个机构有资格授予博士学位的新闻和大众传播。我刚进大学的那一刻，我意识到我的后半生我会密不可分的新闻传播事业。在我的专业资深教授发表了精彩的课程，以及讲课和中国最好的研究人员和从业人员在现场研讨会，我接触到的新闻的美丽视野及其相关学科。最让我着迷的是，大众传播由学校提供的高级教授，教授长××。它让我获得怎样的期刊，杂志，广播一个深入了解的过程中，影视，出版，传媒广告等形式已经产生了，在现代社会激烈变革的高度发达的信息和通信。我几乎陶醉在这现代信息科学的色彩艺术格调。

我在课程的努力导致了我在班级排名前5%。作为我们学校的等级制度非常严格，我的GPA没有得到我想要的好。但我想请你注意我的专业相关的主题表现。我的GPA会如果我保持我的学术势头，前两年更高。然而，当我越来越参与课外实践在过去的两年，我的表现在课程略有影响。然而，我感到安慰的是我擅长的我大部分同学在实践能力。

新闻更多的是一种职业培训理论课程。教材不能单独向我提出了所有的社会现实，也不能告诉我如何成为一个成功的记者。我告诉自己，这一切只能通过实践工作。因此，在学习过程中新闻采访与写作，我进行了实习，在当地报社的实习给我带来了一些初步经验，作为一个记者。自从我开始做兼职记者和编辑，在2000，我发表文章十余篇。回到校园，我和我的同学们推出了一个颇具影响力的校园报纸的新闻周刊，一个重要的活动，是由中央电视台报道，中国官方媒体的1号。此外，在与北京其他高校的学生会合作，我组织了“第六北京大学生电影节”。作为我们学校的青年志愿者协会的一员，我也参加了慈善活动设计在一个聋哑学校残疾学生提供帮助的地方。在从事这些活动，我的观念传播及其影响有更深的了解。

在我的研究和实践，我认识到在我对新闻传播爱的理由–彰显我的个性，在文章中我生命的价值，我写的可能性。我是一个致力于理想和正义的人。我特别欣赏“新闻”在传媒发达的西方国家的自由原则。我认为我的专业目前大众在每个重大事件真相的义务。在中国工商时报实习期间，我被安排在中国的广西，安徽的一些非法煤矿的报告，和山西省。伪装自己，当地的煤矿工人，目的李，杂志的首席记者，和我去偏远山区，非法煤矿位于当地的煤矿工人进行访谈。虽然我们的生命处于危险中，我们强烈的正义感促使我们去收集第一手材料，目前我们的纪实报告。由于我们的报道力度，这些非法煤矿和危险的工作条件被关闭，由当地政府从这件事我品尝我的专业成就的感觉。

当我开始写我的毕业论文，我进行了认真的思考大众传媒自身条件的变化。2000年，标志着中国传媒业的急剧变化，一些传统媒体成为数字化或与一些媒体巨头合并。然而，根据我在北京的实际调查，上海和广州，在中国三个主要城市，并在我的统计分析，我发现在中国的媒体行业表面上的繁荣是所谓的“泡沫现象”。似乎是这个行业的繁荣是在自保温国家对行业的一些从业者的自满导致欺骗的错觉。在我的论文中，我重点分析了中国报业的潜在问题并提出可行的解决方案，为未来的健康发展。我的论文是由唐××教授的高度赞赏，高级学校教授。

毕业后，我一直在中国中青旅控股有限公司，我负责公司的公共关系建设的总统办公室工作，包括与国家主流媒体的关系。我的职责还包括起草公司文件和做市场研究。每一个忙碌的一天，我花了奖励。我最重要的职业成就是合作与世界著名广告人伯内特上海广告有限公司（北京分公司）在3个月的项目，中青旅品牌建设和管理我负责数据采集，定量和定性分析，VI设计与创作。另一个成就是中青旅推出的杂志。在编辑这本杂志锻炼我的知识新闻，我允许它在价值取向多元化，内容严谨，所提出的观点的独特。

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