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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（農歷），美國總統小布什飛到北京，在他的空軍一號從太平洋的彼岸。與此同時，在北京的美國大使館人員正忙著尋找一個最合適的小冊子，可以熟悉這個龐大的代表團成員與北京古老東方的資本。他們幾乎無計可施的時候，他們來到了一個精心準備的中型北京指南。在特定的問題上，他們的手蓋，設計是一個紅色的中國傳統服裝的一部分，承載，外國游客到中國來，季節會在北京有一個繁榮和吉祥的中國新年的象征意蘊。目前代表團在酒店解決，每一個代表團的成員提交了一份的小冊子，包括總統本人。他們立即報以深深的節日氣氛。我的驕傲，從中國中青旅控股有限公司的代表（其在中國最大的），我是在和這個美麗的雜志編寫出版負責人。
我愛大眾傳播作為一個學科，作為一種可能的職業目標。以優異的成績在競爭激烈的全國高考，我進入了新聞與大眾傳播–北京大學新聞與傳播學院最負盛名的教育機構。學校是一個在中國的兩個機構有資格授予博士學位的新聞和大眾傳播。我剛進大學的那一刻，我意識到我的后半生我會密不可分的新聞傳播事業。在我的專業資深教授發表了精彩的課程，以及講課和中國最好的研究人員和從業人員在現場研討會，我接觸到的新聞的美麗視野及其相關學科。最讓我著迷的是，大眾傳播由學校提供的高級教授，教授長××。它讓我獲得怎樣的期刊，雜志，廣播一個深入了解的過程中，影視，出版，傳媒廣告等形式已經產生了，在現代社會激烈變革的高度發達的信息和通信。我幾乎陶醉在這現代信息科學的色彩藝術格調。
我在課程的努力導致了我在班級排名前5%。作為我們學校的等級制度非常嚴格，我的GPA沒有得到我想要的好。但我想請你注意我的專業相關的主題表現。我的GPA會如果我保持我的學術勢頭，前兩年更高。然而，當我越來越參與課外實踐在過去的兩年，我的表現在課程略有影響。然而，我感到安慰的是我擅長的我大部分同學在實踐能力。
新聞更多的是一種職業培訓理論課程。教材不能單獨向我提出了所有的社會現實，也不能告訴我如何成為一個成功的記者。我告訴自己，這一切只能通過實踐工作。因此，在學習過程中新聞采訪與寫作，我進行了實習，在當地報社的實習給我帶來了一些初步經驗，作為一個記者。自從我開始做兼職記者和編輯，在2000，我發表文章十余篇。回到校園，我和我的同學們推出了一個頗具影響力的校園報紙的新聞周刊，一個重要的活動，是由中央電視臺報道，中國官方媒體的1號。此外，在與北京其他高校的學生會合作，我組織了“第六北京大學生電影節”。作為我們學校的青年志愿者協會的一員，我也參加了慈善活動設計在一個聾啞學校殘疾學生提供幫助的地方。在從事這些活動，我的觀念傳播及其影響有更深的了解。
在我的研究和實踐，我認識到在我對新聞傳播愛的理由–彰顯我的個性，在文章中我生命的價值，我寫的可能性。我是一個致力于理想和正義的人。我特別欣賞“新聞”在傳媒發達的西方國家的自由原則。我認為我的專業目前大眾在每個重大事件真相的義務。在中國工商時報實習期間，我被安排在中國的廣西，安徽的一些非法煤礦的報告，和山西省。偽裝自己，當地的煤礦工人，目的李，雜志的首席記者，和我去偏遠山區，非法煤礦位于當地的煤礦工人進行訪談。雖然我們的生命處于危險中，我們強烈的正義感促使我們去收集第一手材料，目前我們的紀實報告。由于我們的報道力度，這些非法煤礦和危險的工作條件被關閉，由當地政府從這件事我品嘗我的專業成就的感覺。
當我開始寫我的畢業論文，我進行了認真的思考大眾傳媒自身條件的變化。2000年，標志著中國傳媒業的急劇變化，一些傳統媒體成為數字化或與一些媒體巨頭合并。然而，根據我在北京的實際調查，上海和廣州，在中國三個主要城市，并在我的統計分析，我發現在中國的媒體行業表面上的繁榮是所謂的“泡沫現象”。似乎是這個行業的繁榮是在自保溫國家對行業的一些從業者的自滿導致欺騙的錯覺。在我的論文中，我重點分析了中國報業的潛在問題并提出可行的解決方案，為未來的健康發展。我的論文是由唐××教授的高度贊賞，高級學校教授。
畢業后，我一直在中國中青旅控股有限公司，我負責公司的公共關系建設的總統辦公室工作，包括與國家主流媒體的關系。我的職責還包括起草公司文件和做市場研究。每一個忙碌的一天，我花了獎勵。我最重要的職業成就是合作與世界著名廣告人伯內特上海廣告有限公司（北京分公司）在3個月的項目，中青旅品牌建設和管理我負責數據采集，定量和定性分析，VI設計與創作。另一個成就是中青旅推出的雜志。在編輯這本雜志鍛煉我的知識新聞，我允許它在價值取向多元化，內容嚴謹，所提出的觀點的獨特。
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