The Evolutions of University Curriculum and Training in Live Streaming Programs, China: Educators and Industry Player Responses

  • Wang Xianxu Universiti Teknologi MARA
  • Shazleen Mohamed Universiti Teknologi MARA
  • Wardatul Hayat Adnan Universiti Teknologi MARA


This study aims to explore the current status of the live-streaming curriculum in China and its interconnections with related sectors. The lack of placing and positioning the programme on the right track will cause the live streaming program offered in the market not to meet the industry demand.  The present study aims to identify the positioning of the live-streaming curriculum, the core courses offered and the teaching mode used in university and training institutions in China. Thus, the updated curriculum will help in preparing the students for the job market. To achieve this, a series of in-depth interviews was conducted with 6 informants in Sichuan, China. Moreover, the extensive data collection helps to analyse further on the curriculum offered for the live streaming program at China University. Data was collected from three different groups which consisted of university management, training centre management, and university students. The findings reveal that live streaming programs offered by China University play a pivotal role in meeting the escalating market demands, continuously evolving their course designs and teaching objectives to align with industry advancements. Simultaneously, there is a diverse student demographic trend, and these institutions actively engage in partnerships with enterprises, catering to the pressing demand for live-streaming talent. This study provides the latest insights into the landscape of China's Broadcast curriculum that will further offer valuable reference points for industry practitioners, decision-makers, and researchers.


Abels, S., Ankenbrand, H., Fischer, D., & Ming, S. (2021). Li le prospect of enhanced media accountability. The global handbook of media accountability, 11.
Ahluwalia, D., Hothi, N., & Dutt, I. (2023). Roles and Responsibilities of a Virtual Teacher. In Sustainable Blended Learning in STEM Education for Students with Additional Needs (pp. 1-18). Singapore: Springer Nature Singapore.
Ahmad Tajuddin, S. N. A., Bahari, K. A., Al Majdhoub, F. M., Balraj Baboo, S., & Samson, H. (2022). The expectations of employability skills in the Fourth Industrial Revolution of the communication and media industry in Malaysia. Education+ Training, 64(5), 662-680.
Azman, N. & Abdullah, D. (2021). A critical analysis of Malaysian Higher Education Institutions’ response towards Covid-19: sustaining academic program delivery. Journal of Sustainability Science and Management, 16(1), 70-96.
Barrot, J. S. (2022). Curriculum 5.0 for the Twenty-First Century Higher Education: A Way to Move Forward. In International Handbook on Education Development in Asia-Pacific (pp. 1-15). Singapore: Springer Nature Singapore.
Barclay, D. A. (2018). Fake news, propaganda, and plain old lies: how to find trustworthy information in the digital age. Rowman & Littlefield.

Crosby, A., Pham, K., Peterson, J. F., & Lee, T. (2020). Digital work practices: Affordances in design education. International Journal of Art & Design Education, 39(1), 22-37.
Coussement, K., Phan, M., De Caigny, A., Benoit, D. F., & Raes, A. (2020). Predicting student dropout in subscription-based online learning environments: The beneficial impact of the logit leaf model. Decision Support Systems, 135, 113325.
Delfanti, A., & Arvidsson, A. (2019). Introduction to digital media. John Wiley & Sons.
Denning, C. B., Acar, S., Sharicz, C., & Foust, E. (2021). Reimagining student engagement in the remote classroom environment. pedagogy and the human sciences, 8(1), 1.
Duan, P. (2020). Media Convergence and the Development Strategies of Radio and Television in China. Springer Nature.
Donald, W. E., Ashleigh, M. J., & Baruch, Y. (2018). Students’ perceptions of education and employability: Facilitating career transition from higher education into the labor market. Career Development International, 23(5), 513-540.
Economy, E. C. (2021). The world according to China. John Wiley & Sons.
Elahi, M., Beheshti, A., & Goluguri, S. R. (2021). Recommender systems: Challenges and opportunities in the age of big data and artificial intelligence. Data Science and Its Applications, 15-39.
Hong, L. (2020, January). Experience of IoT transceiver with affordable software defined radio platform. In American Society for Engineering Education.
Han, X. (2022). The Rise of a State-Controlled Entertainer. From Networks to Netflix: A Guide to Changing Channels.
Keane, M., Yu, H., Zhao, E. J., & Leong, S. (2020). Chinas digital presence in the asia-pacific: Culture, technology and platforms. Anthem Press.
Kumar, A., Krishnamurthi, R., Bhatia, S., Kaushik, K., Ahuja, N. J., Nayyar, A., & Masud, M. (2021). Blended learning tools and practices: A comprehensive analysis. Ieee Access, 9,85151-85197.
Li, X., & Li, Y. (2023). Individualized and innovation-centered general education in a Chinese STEM University. Education Sciences, 13(8), 846.
Li, M. (2023). Adapting legal education for the changing landscape of regional emerging economies: A dynamic framework for law majors. Journal of the Knowledge Economy, 1-30.
Mendonça, D., Kijewski-Correa, T., Esnard, A. M., Ramirez, J., & Olson, J. F. (2024). A Framework for Transitions in the Built Environment: Insights from Compound Hazards in the COVID-19 Era. Journal of Infrastructure Systems, 30(1), 04023038.
Mitsea, E., Drigas, A., & Mantas, P. (2021). Soft Skills & Metacognition as Inclusion Amplifiers in the 21 st Century. International Journal of Online & Biomedical Engineering, 17(4).
Oliver, B., & Jorre de St Jorre, T. (2018). Graduate attributes for 2020 and beyond: Recommendations for Australian higher education providers. Higher Education Research & Development, 37(4), 821-836.
Palioura, M., & Dimoulas, C. (2022). Digital Storytelling in Education: A Transmedia Integration Approach for the Non-Developers. Education Sciences, 12(8), 559.
Pawar, R., & Singh, I. (2023). The Virtual Vanguards: Exploring the Evolution of Digital Diplomacy. Pencil.
Harvey, E. C. (2021). Innovation in Higher Education: Understanding Higher Education Professionals’ Experiences Through a Futurist Lens (Doctoral dissertation, Northeastern University).
Ranabahu, N., Almeida, S., & Kyriazis, E. (2020). University-led internships for innovative thinking: a theoretical framework. Education+ Training, 62(3), 235-254.
Rasool, A., Ahmad, I., & Neelam, M. (2023). Exploring the Role of Media in Shaping Public Opinion during Election Campaigns: A Normative Study. International Journal of Human and Society, 3(3), 191-197.
Reddy, V. S., Kathiravan, M., & Reddy, V. L. (2023). Revolutionizing animation: unleashing the power of artificial intelligence for cutting-edge visual effects in films. Soft Computing, 1-15.
Scott, M. J., Summerley, R., Besombes, N., Connolly, C., Gawrysiak, J., Halevi, T., ... & Williams, J. P. (2021). Foundations for esports curricula in higher education. In Proceedings of the 2021 Working Group Reports on Innovation and Technology in Computer Science Education (pp. 27-55).
Stevens, M. L., & Giebel, S. (2020). The paradox of the global university. World class universities: A contested concept, 123-137.
Sheng, L. (2022). Big Tech Firms and International Relations: The Role of the Nation-State in New Forms of Power. Springer Nature.
Si, R. (2021). China livestreaming e-commerce industry insights. Springer Nature.
Siriwardhana, Y., Porambage, P., Liyanage, M., & Ylianttila, M. (2021). A survey on mobile augmented reality with 5G mobile edge computing: Architectures, applications, and technical aspects. IEEE Communications Surveys & Tutorials, 23(2), 1160-1192.
Suherlan, S., & Okombo, M. O. (2023). Technological Innovation in Marketing and its Effect on Consumer Behaviour. Technology and Society Perspectives (TACIT), 1(2), 94-103.
Taj, I., & Zaman, N. (2022). Towards industrial revolution 5.0 and explainable artificial intelligence: Challenges and opportunities. International Journal of Computing and Digital Systems, 12(1), 295-320.
Tiku, S. (2023). AI-induced labor market shifts and aging workforce dynamics: A cross-national study of corporate strategic responses in Japan, USA, and India. USA, and India (August 9, 2023).
Van der Merwe, M. (2022). Modelling the factors influencing Generation Y consumers' adoption of streaming services (Doctoral dissertation, North-West University (South Africa)).
Wang, S., Meng, J., Xie, Y., Jiang, L., Ding, H., & Shao, X. (2021). Reference training system for intelligent manufacturing talent education: platform construction and curriculum development. Journal of Intelligent Manufacturing, 1-40.
Widianto, S. R., Baso, B. S., & Lestari, N. C. (2022). Developing Learning Material for Animation 2D Instruction in Vocational High Schools. Jurnal Mantik, 6(3), 3446-3452.
Xu, J., & Yang, L. (2021). Governing entertainment celebrities in China: practices, policies and politics (2005–2020). Celebrity studies, 12(2), 202-218.
Xu, W., Wu, J., & Cao, L. (2020). COVID-19 pandemic in China: Context, experience and lessons. Health policy and technology, 9(4), 639-648.
Yu, X. (2022). Inclusive creativity: Wanghong economy and the Chinese social media entertainment industry (Doctoral dissertation, Queensland University of Technology).
How to Cite
XIANXU, Wang; MOHAMED, Shazleen; ADNAN, Wardatul Hayat. The Evolutions of University Curriculum and Training in Live Streaming Programs, China: Educators and Industry Player Responses. E-JOURNAL OF MEDIA AND SOCIETY (E-JOMS), [S.l.], v. 7, n. 2, p. 17-30, may 2024. ISSN 2682-9193. Available at: <>. Date accessed: 24 july 2024.