1 month ago
Arizona State University Launches Bachelor's Degree in Content Creation
Colleges now offer a new kind of degree for people who want to make videos, podcasts, and social media posts.
Arizona State University started a bachelor's degree program called content creation.
Students in the program learn about podcasting, studio production, and performing in front of a camera.
Some people think being an influencer is an easy way to get rich by just taking selfies.
But creators say it is a time-consuming job that often does not pay well at the start.
Experts say companies will spend over $20 billion on social media creator content this year, but creators do not get most of that money.
A degree from ASU costs about $12,000 a year for Arizona residents and much more for out-of-state students.
Some people wonder whether a school can really teach anyone to be a successful online creator.
One creator says schools can teach useful business skills, but having good energy on camera is hard to teach.
Arizona State University (ASU) launched a new bachelor's degree in content creation through its Walter Cronkite School of Journalism and Mass Communication.
The program adds specialized electives in podcasting, studio production, and on-camera presence on top of ASU's mass communication and media studies curriculum.
The announcement drew criticism from people who see content creation as an illegitimate profession or question the value of a degree for social media careers.
Emarketer forecasts US social media creator revenue will top $20 billion this year, but analysts note most of the money does not reach individual creators.
ASU's base in-state tuition is about $12,000 a year, total in-state costs can exceed $37,000, and out-of-state total costs are around $60,000.
- Who
- Arizona State University and its Walter Cronkite School of Journalism and Mass Communication; commentators include Brooke Erin Duffy, Max Willens, Aiesha Beasley, and Sammy Cristerna.
- What
- Launch of a bachelor's degree program in content creation for aspiring influencers.
- Where
- Arizona State University, United States.
- When
- Recently launched; the article gives no specific date.
- Why
- To prepare students for careers in the growing content creation industry as universities compete for shrinking student populations.
Supporters of the degree
Critics of the degree
Legitimacy of content creation as a career
Supporters of the degree
Content creation is a viable, labor-intensive career path, and universities are right to offer formal training and degrees in it.
Critics of the degree
Critics question whether content creation is a legitimate profession and whether a college degree is needed to succeed in social media.
Value of formal education for creators
Supporters of the degree
Courses teach transferable skills such as negotiating brand deals, maximizing monetization, and building an audience, so formal education is valuable.
Critics of the degree
A degree will not turn people into viral content machines, and qualities like on-camera personality or 'good energy' are hard to teach.
Cost versus payoff
Supporters of the degree
Universities are responding to demand for a 'job that will pay off,' and having a digital presence and personal brand is increasingly important.
Critics of the degree
Content creation often pays poorly at first, while ASU costs can exceed $37,000 in-state or $60,000 out-of-state, so whether the degree pays off is uncertain.
Key facts
- University
- Arizona State University
- Degree
- Bachelor's degree in content creation
- School
- Walter Cronkite School of Journalism and Mass Communication
- Focus electives
- Podcasting, studio production, on-camera presence
- Forecast
- Emarketer projects US social media creator revenue above $20 billion this year
- ASU in-state costs
- About $12,000 base tuition per year; total cost can exceed $37,000
- ASU out-of-state costs
- Tuition above $35,000; total cost around $60,000
- Peer programs
- Minors at Syracuse, Quinnipiac and Colorado State; major announced at St. Bonaventure
Quotes
Brooke Erin Duffy
Cornell University communication professor
“"It is a time‑consuming, labor‑intensive job that often doesn't pay well – at least in the beginning."”
NDTV
“"The overwhelming majority of that money is not going into creators' pockets."”
NDTV
Aiesha Beasley
Phoenix‑based content creator and small‑business consultant
“"Having a digital presence and a personal brand is very important nowadays."”
NDTV
Sources
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