Strategies for Developing the Competency of Creative Media Instructors at Universities in Hubei Province in Digital Transformation Era

This study focused on creative media instructors at universities in Hubei Province in digital transformation era. The goals of this research were 1) to investigate and identify the factors for developing the competency, 2) to validate the structural relationship model for developing the competency with empirical data, and 3) to develop the strategies for developing the competency. The study employed both qualitative and quantitative methodologies, and the research was divided into three phases. The first phase was to investigate and develop the factors for developing the competency through a comprehensive review of literature and previous studies. Their validity and appropriateness were examined by expert evaluations conducted through a semi-structured interview with 10 experts from three best-practice universities. The data obtained from the interviews were analyzed using the content analysis method. The second phase was to validate the structural relationship model for developing the competency with empirical data. The samples consisted of 383 instructors, selected through stratified random sampling. The data were collected through questionnaires, with a reliability level of 0.986. Confirmatory factor analysis (CFA) was conducted to analyze the data. The third phase was to develop the strategies for developing the competency. The target group was 15 stakeholders, selected through purposive sampling from universities located in Hubei Province. The research instrument was a semi-structured interview. The data were analyzed using the content analysis method. The evaluation of strategies was conducted to assess their accuracy, propriety, feasibility, and utility by 10 experts. The results were as follows:1) The competency consisted of 5 factors and 19 indicators. These factors included teaching ability, scientific research capacity, technology application ability, administrative capacity, and ability to build relationships. 2) The model was validated using a structural relationship model, demonstrating significant impacts across 19 observable variables. The model showed strong validity with fit indices (Chi-Square = 138.04, df = 124, P-value = 0.18351, RMSEA = 0.017). 3) The strategies for developing the competency of creative media instructors comprise five primary strategies and 19 secondary strategies. The evaluation results indicated that all strategies were deemed highly appropriate across all aspects.