The Degree

The Master of Arts in Creative Media (MACM) is a selective programme designed to cultivate the next generation of cultural innovators. Grounded in the humanities, it combines aesthetic, theoretical, and technological expertise to equip students for leadership roles in the dynamic world of new media and creative industries. This programme asserts that a strong foundation in media theory and aesthetics, philosophy, and cultural studies is crucial for developing the critical mindset required for a successful career in creative media.

Degree Characteristics

Theoretical depth: This programme is grounded in a variety of theoretical approaches:

• Foundational and Theoretical Frameworks (Philosophy of Technology, Media Ecology, Media Archaeology, Cultural Studies)
• Media Theory and Aesthetics (Critical New Media Studies, Digital Aesthetics, New Media Art Theory, Sound Art)
• Contemporary Media and Culture (Influencer Studies, Curatorial Practices, Queer Technology Theories)
• Specific Media Forms and Industries (Film Studies, New Cinema, Video Game Studies, Media Economics)

Practical Applications: MACM focuses on digital curation, content creation, social media platforms, video games and interactive media, collective intelligence, media collectives, influencer ecologies, creative entrepreneurship, participatory culture, AI, media activism, digital labor, global media corporations, big data analytics, and cultural analytics. The MACM programme offers a strong foundation for doctoral research and prepares students for careers in a wide range of fields, including social media, art collectives, art and museum institutions, performing arts organizations, research institutes, private and public cultural institutions, tech companies, specialized media outlets, and creative agencies.

Applicants normally must satisfy the University’s General Entrance Requirements for master's programmes, i.e. they should be graduates of an accredited bachelor’s degree programme or equivalent. Both fresh graduates and individuals with some working experience in relevant industries are invited to apply. Applicants without the specified qualifications may still be considered for admission to the programme if they are able to present equivalent qualifications. All applicants must have a demonstrated capacity to pursue the programme.

The School assumes that applicants will have achieved a basic level of computer literacy. Accepted students may be advised to take intensive courses or take additional coursework together with MACM courses to make up for knowledge/skills gaps.

English Proficiency Requirement

Applicants whose entrance qualification is obtained from an institution where the medium of instruction is not English should also fulfil the following minimum English proficiency requirement:

• A TOEFL score of 79 (internet-based test)^@#; or
• An overall band score of 6.5 in International English Language Testing System (IELTS)^@; or
• A score of 500 in the new College English Test (CET-6) of Chinese mainland

^@TOEFL and IELTS scores are considered valid for two years. Applicants are required to provide their English test results obtained within the two years preceding the commencement of the University's application period. 

^#Applicants are required to arrange with the Educational Testing Service (ETS) to send their TOEFL results directly to the University. The TOEFL institution code for CityUHK is 3401.

The Master of Arts in Creative Media (MACM) programme consists of 30 credit units, which include 12 credit units of core courses and 18 credit units of elective courses. 

MACM is structured around three streams, Technofutures: Theory and Culture Stream, Influencer Studies Stream and Expanded Curation Stream. MACM students will join one of the three streams:

 1.      Technofutures: Theory and Culture Stream 

The Technofutures stream cultivates critical thinking and analytical abilities, preparing students for leadership roles in the rapidly evolving creative industries. By grounding students in aesthetics, philosophy of technology, media theory, cultural studies, and art theory, we equip them to understand and shape the complex interplay of technology, culture, and society.

Core courses delve into the critical implications of emerging technologies such as the metaverse, AI, and blockchain while exploring contemporary media and cultural dynamics. Students will also examine the philosophical foundations of technology and investigate how creative practices are being transformed by complex systems. Through analyzing the intricate connections between technology, culture, and society, students will gain a deep understanding of key contemporary phenomena, including media platforms, collective intelligence, digital creativity, influencer networks, creative entrepreneurship, participatory culture, AI, media activism, global media conglomerates, digital labor, big data analytics, and cultural analytics.

The Technofutures stream offers a global perspective on the platform-centric media landscape, equipping students with the knowledge and skills necessary to thrive in the dynamic and ever-changing world of creative industries. Graduates will be well-prepared to pursue careers in areas such as media analysis, specialised journalism in art and tech, cultural strategy, technology consulting, media activism, and creative entrepreneurship.

2.      Influencer Studies Stream 

The influencer studies stream offers a critical and interdisciplinary exploration of contemporary influencer practices and the platformization of culture on leading social media platforms (YouTube, Instagram, Twitch, WeChat, TikTok, Xiaohongshu and Bilibili). This stream extends beyond marketing and branding strategies, delving into the broader cultural and economic implications of social media influencing.

By emphasizing philosophy, aesthetics, and critical thinking criticality in the spirit of humanities, the influencer studies stream prepares students for future careers in social media and creative industries. This unique approach leverages the expertise of a contemporary media art school to experiment with alternative artist pedagogy and interrogate the pervasive notion of "content" through various aesthetic forms and formats, from filmmaking, photography, performance art, design, and creative writing to sound recording.

The core curriculum will survey global and regional (Sinosphere) social media cultures, focusing on platform-specific and mobile-centric knowledge. This comprehensive approach equips students with a deep understanding of emerging trends, cultural nuances, and the complexities of influencer/creator culture, including data, algorithms, virality, precarity, fame, affect, labor, gender, and intersectionality.

3.      Expanded Curation Stream 

The Expanded Curation stream equips students with the skills to navigate the evolving landscape of content creation and curation, making them valuable assets to both creative industries and art institutions. Building on the school's unique position as a regional pioneer in immersive, interactive, telepresent, mobile, and distributed presentation technologies, this stream champions expanded curation as a modern media practice.

Contemporary curators are increasingly becoming content creators who select, organize, and moderate cultural and creative content across various platforms, including social media, the metaverse, and personal or collective archives. Beyond traditional taste-making or opinion-leading, specialists in expanded curation leverage their knowledge of contemporary social media, technocultural trends, and medium-specific digital methods.

By studying iconic exhibitions that break free from traditional museum structures, students gain a theoretical and practical context for emerging presentational forms such as Transactional Curation (selecting and presenting tokenized artworks), Streaming Curation (designing compelling streams and feeds), and Distributed Curation (virtual and physical sites, shared and interactive selection models).

Graduates of the Expanded Curation stream will be well-prepared to pursue careers in areas such as: Content curation and management for social media platforms, museums, galleries, and cultural institutions; Digital content creation for brands, agencies, and media companies; NFT curation and consulting; Immersive experience design for museums, galleries, and events; Media strategy and planning for organizations in the creative industries

Assessment in all courses normally will be entirely through coursework, which will consist primarily of written assignments (e.g. analytical essays, research papers, thought pieces, journals, critical responses and reviews, ethnographic study). Practical assignments involving the use of various media technologies (e.g. Web design tools, video, sound recording, animation) may be incorporated within individual courses.

MACM graduates take high level positions in the creative media industries and art administration, become specialised journalists, work in the private research sector, publishing industries or in cultural policy sectors. The rigorous intellectual foundation provided by this programme allows its graduates to pursue further studies in highly ranked PhD programmes.

Course Descriptions
School of Creative Media
Sample Study Plan