This major aims to nurture graduates with creative skills in the field of new media art. The definition of new media art adopted here includes two features. First of all, “new media” is defined to include any practice that uses computation and/or electronics, such as for instance software/generative art, robotic art, or physical computing. In this context, “new media” is distinguished from “creative media” insofar as the latter involves the use of pre-existing digital tools such as software packages), whereas new media involves the creation of one’s own resources. For instance, a filmmaker or video artist who uses existing editing software is not, by this definition, a new media artist. The emphasis lies on taking a standpoint towards computational and electronic resources as artistic media that have to be mastered.

In line with this definition, the BAS programme encourages students to take an unorthodox look at the traditional concepts of art media and contexts. In the process of using the latest digital technologies for creative purposes, students learn to treat technology as an artistic medium, generating this learning in a progressive, interdisciplinary context.

The second aspect of new media art emphasizes a strong transdisciplinarity. It is not restricted to the two disciplines of Creative Media and Computer Science. Instead, the BAS draws on a variety of fields, including biology, chemistry, physics, mathematics, computer sciences, robotics, humanities, and social science. Students will be able to explore beyond the traditional settings of academic majors. The aim of the BAS is to train creative practitioners who work across disciplines, engaging in practical collaboration with scientists, drawing on concepts and methods from the sciences in their creative projects, and communicating scientific ideas to the general public.

The BAS courses will combine fundamental principles of digital creation with scientific inquiry, technological innovation, social responsibility, and a palette of media and research skills.

As the new Major integrates the strengths of existing SCM majors, while also introducing new teaching and learning partnerships with other City University departments, students both have an opportunity to select a more flexible path of study that combines previously distinct disciplines, allowing for a more valuable education that can respond to the rapid pace of change the creative industries naturally face.

By emphasizing both the acquisition of scientific knowledge, technical proficiency as well as artistic and personal growth, the Major encourages students to develop and extend their creative potential and capacity to imagine, facilitating the development of a cultural identity and sharpen their understanding of the broader social environment.

Upon successful completion of the Major, students should be able to:

1. Formulate their focus for artistic/professional development within a range of clearly articulated expertise;
2. Conceptualize the interdisciplinary relationships between the media professions and the sciences, as well as other relevant professions and fields of study;
3. Participate in scientific research projects, working together with scientists in a collaborative environment; 
4. Use scientific principles to produce and reflect on their work; 
5. Act as a culturally-sensitive and socially responsible media art professional;
6. Command a rich language in describing and theorizing the type of creative work they are doing;
7. Reflect on the future of new media creativity, using their own interdisciplinary creative projects as illustrations; 
8. Use a research-oriented approach that employs experimentation, innovation, and cross-disciplinary work;
9. Communicate learning achievements (1) through (8) with a coherent and well reasoned Graduation Thesis.