The majors of the School of Media and Design cover three major industries: film and cinematic arts, new media technique and communication and art design. There are 10 disciplines: Journalism; Internet and New Media; Theater, Film and Television Arts; Radio and Television arts; Broadcasting and Hosting Art; Animation and Digital Arts; Visual Communication Design; Craft Art; Environmental Arts; Fashion and Apparel Design. Among them, Broadcasting and Hosting Art, Network and New Media, and Visual Communication Design are first-class majors at the school level. In recent years, the school has achieved fruitful results in teaching and research through external recruitment and internal training, with a team of experienced teachers.

Under the overall guidance of Xi’an Peihua University to train practical talents for local development and to foster virtue through education, the school kept promoting the teaching reform for applied undergraduate education, and strive to build a comprehensive and innovative teaching and practice platform through cross disciplinary learning and the integration between industry and education. The school has established in-depth cooperation with associations and enterprises such as the Shaanxi Press and Photography Association, the Shaanxi Radio, Film, and Television Association, Shaanxi Women’s Handicraft Association, and Shaanxi Fire Phoenix Yaozhou Royal Kiln Co, Ltd., to realize the actual combination of the real business of enterprises and classroom teaching and to actively serve the local and regional economy.

Adhering to the core philosophy of “employment-ready upon enrollment”, the school strives to promote the reform of practical education and teaching. Through the cultivation mode of “skill training – quality improving – projects driving – works assessing” for media majors, and that of “Four Guidance and Four Improvements” for design majors compromising “improving sense of responsibility under the guidance of senior schoolmates, improving learning atmosphere under the guidance of mentors, improving professional skills under the guidance of industrial standards, improving traditional culture transmission under the guidance of apprenticeship”, i.e.. Students in the school master the “real skills” through “real learning” and “real practice”. By guiding students to design innovative works and follow the market, the school cultivate students to “adhere to lifelong learning, face the future bravely, pursue a better life” and become a worker with “great mind of designing and innovation” in modern media and design industry.

The school is committed to training newcomers with strong ability of market recognition, product appreciation, innovation and professional operation, so to achieve the goal to train students to be “reliable, well-educated and professional. It strives to become a well-known first-level school in Shaanxi province with its own characteristics, which emphasizes professional practice, so as to contribute to the national rejuvenation.