Colleges are increasingly offering degrees in content creation, a field driven by the rise of social media influencers and digital media personalities. Arizona State University recently launched a new bachelor's degree in content creation through its Walter Cronkite School of Journalism and Mass Communication. This program includes specialized electives in areas such as podcasting, studio production, and on-camera presence, supplementing a curriculum similar to existing mass communication and media studies degrees.
The introduction of these programs has been met with criticism from various perspectives. Some question whether content creation constitutes a legitimate profession or if a college degree is the most effective pathway to a career in social media. Critics suggest that the notion of quickly achieving viral success and substantial financial rewards through such a degree requires a reality check.
However, ASU is not the first institution to offer content creation programs. Syracuse University, Quinnipiac University, and Colorado State University offer minors, and St. Bonaventure University announced a similar major last winter. These universities, facing a shrinking student population, are introducing new majors designed to align with contemporary career demands.
Brooke Erin Duffy, a communication professor at Cornell University, views these college programs as a significant development, acknowledging content creation as a viable career path. She notes that the popular image of an influencer as someone effortlessly reaping rewards is often a misrepresentation. The reality for many content creators involves extensive work in media production, audience engagement strategies, and managing brand partnerships, often with modest initial pay.
Max Willens, a principal analyst at Emarketer covering the creator economy, highlights the competitive nature of the field. While Emarketer forecasts U.S. creator revenue to exceed $20 billion this year, Willens emphasizes that the majority of this revenue does not go directly to individual creators. Earnings primarily stem from sponsored content, with brands increasingly investing in amplifying creator content. He suggests that a specialized degree alone is unlikely to guarantee success in becoming a viral content creator.
Concerns also arise regarding the cost of these degrees. At ASU, the total cost of attendance can exceed $37,000 annually for Arizona residents and around $60,000 for out-of-state students before scholarships. Despite these concerns, some see value in formal education for aspiring content creators. Phoenix-based creator Aiesha Beasley suggests that having a strong digital presence and personal brand, skills that can be honed through such programs, are crucial in today's professional landscape. She believes the courses offer transferable skills applicable to communications and marketing.
Sammy Cristerna, a recent ASU graduate with degrees in sociology and political science, expressed that he would have considered a content creation major if it had been available. He believes formal education could provide valuable instruction in negotiating brand deals, monetization strategies, and audience cultivation, skills that, while often self-taught through experience, are beneficial to learn in a structured environment. Cristerna also pointed out that intangible qualities like personality and on-camera energy are difficult to teach in a classroom setting.