Dual-Driven Curriculum Reform Practice for New Media Design and Production: Regional and Industrial Drivers

Against the backdrop of rapid iteration of short-video and new media forms, social demand for new media design talents continues to grow, with higher requirements for their comprehensive capabilities. Taking the New Media Design and Production course as the carrier, this paper conducts two rounds of action research under the dual guidance of new liberal arts construction and Outcome-Based Education(OBE) philosophy, addressing problems in traditional teaching such as valuing technical skills over core principles and dis-connection from industry. Based on an investigation of post competencies in the Pearl River Delta’s new media industry, the study reversely reconstructs four core modules: brand visual identity, IP image design, video production, and UI interface design, and deeply integrates regional cultural elements of Zhaoqing Xinghu Lake, forming a teaching feature characterized by real project penetration and regional cultural empowerment. In teaching implementation, a four-dimensional linkage teaching method is proposed; in evaluation and expansion, a multi-dimensional assessment system based on scoring rubrics is established, and a three-stage progressive practice empowerment system is constructed. Two rounds of iterative practice show that students’ core competence attainment and learning experience have both improved, and high-quality course outcomes have repeatedly won awards in high-level discipline competitions. This study explores a curriculum construction and reform path for art and design majors in local application-oriented universities, featuring precise alignment with industrial demands, deep integration of regional culture, and systematic cultivation of innovation ability.