The College's summer social practice team, undertaking the initiative "Deepening Implementation of the 'Ten Million Project', Empowering Rural Revitalisation through Media", travelled to Yuexi County in Sichuan and Jingdong County in Yunnan. Through its distinctive thematic focus, substantial on-the-ground achievements, and significant societal impact, the team was honoured as one of Zhejiang University's Top Ten Teams for the 2025 Summer Undergraduate Social Practice Activities. Among the 20 departmental teams participating in the final selection defence, it secured the highest overall score. The team's outcomes were selected as a provincial-level exemplary social practice case study (only three such cases were recognised university-wide).
Defence Session for the Top Ten Campus Social Practice Teams
This summer programme, anchored in the national-level cultural initiative "The Great Series of Chinese Painting Through the Ages", conducted a series of activities in Yuexi County, Sichuan and Jingdong County, Yunnan. Leveraging expertise in media studies, it addressed practical needs in rural cultural revitalisation, exploring pathways for transformative education that shifts focus from "literacy" to "creativity".
The practice group in Yuexi County group photo
The practice group in Jinggu County group photo
Dual-track approach: synergising cultural development with digital empowerment
Addressing practical needs in rural cultural development, the practice team implemented a dual-track strategy of "bringing in + going out": hosting special exhibitions themed around the "Great Series" in Yuexi and Jingdong, employing AIGC technology to "revitalise" ancient paintings, directly serving over 3,000 members of the public; Concurrently, the team conducted research on local industries, developing agricultural product marketing strategies and creating AIGC cultural videos to advance rural cultural dissemination.
The practice group focused on enhancing local digital literacy, leveraging its expertise in intelligent communication. It delivered 15 AI literacy training sessions for government staff and youth, developed three comprehensive AI literacy training modules, and collaborated with local authorities to explore establishing a sustainable digital support mechanism. This initiative aims to cultivate a "permanent" talent pool for rural revitalisation.
Public lectures on the 'Great Series' special exhibition
Partial Agricultural Product Marketing Plan
AI literacy training for government personnel
Significant Achievements: Driving the Transformation of Outcomes and Generating Widespread Impact
During the practical activities, Ma Yanming, President of Zhejiang University, and Zhu Hui, Deputy Party Secretary, visited and extended their regards to the members of the practical team, inspecting the special exhibition on the "Grand Series". The team's achievements were entered into competitions such as the Ministry of Education's 2025 "Integrating the Individual into the Collective, Devoting Youth to the Motherland" social practice case selection, achieving innovation and application through competition. Related activities garnered coverage from over 30 mainstream media outlets, with total dissemination exceeding 6 million views and receiving positive societal feedback.
Ma Yanming Inspects the 'Grand Series' Jingdong Special Exhibition
Zhu Hui Inspects the "Great Series" Special Exhibition on Yuexi
Practical Education: Forging Genuine Skills in the Field
Throughout the practical process, the team conducted research and content creation grounded in real-world challenges, applying their professional expertise to frontline practice. Members independently completed tasks including research interviews, scheme planning, visual design, photography, and video production. By executing the entire practical cycle—from research to presentation, and from planning to implementation—directly in rural settings, they tangibly enhanced their professional application capabilities.
Practice Group Members Interview Students
Over the past five years, the college has achieved remarkable results in its summer social practice initiatives, consecutively receiving the Zhejiang University Outstanding Organisation Award for Undergraduate Summer Social Practice Activities. It has been honoured as one of the university's Top Ten Summer Social Practice Teams on four occasions, including a breakthrough 'Double Top Ten' achievement in 2021. Three faculty members were honoured as Top Ten University-Level Supervisors, eight as Outstanding University-Level Supervisors, and six students as Advanced Individuals in Summer Social Practice. Relevant practice outcomes were selected for university-level outstanding theses on four occasions.
Moving forward, the School will continue guiding students to hone their capabilities through serving national strategies and realise innovation by addressing real-world challenges, responding to contemporary imperatives with high-calibre practical achievements.
School of Media and International Culture "Deepening Implementation of the 'Ten Million Project', Media Empowering Rural Revitalisation" Summer Social Practice Group to Yuexi, Sichuan and Jingdong, Yunnan Supervising Tutors: Wang Kexin (School "Hundred Talents Plan" Researcher) Wang Zecheng (Deputy Secretary of School Youth League Committee) Practice Members: Tian Jingyuan, Wang Shu, Wang Yanyan, Deng Changjiang, Feng Jiayi, Sun Zhuo, Yu Fang, Li Shaorui, Yang Zi'yi, Xiao Yi, Luo Xuanxuan, Zheng Haoran, Yu Jialing, Yu Han, Xu Zhe, Huang Xianhao, Wen Wenpan, Teng Ningjia (listed by stroke count of surnames)