Universities are offering ‘influencer’ degrees through journalism schools. Reactions have been mixed

Universities are offering ‘influencer’ degrees through journalism schools. Reactions have been mixed Universities, eager to remain competitive in the face of a shrinking student population, are rolling out new majors intended to prepare students for today’s careers - Bookmark If you were to ask a teen what they want to be when they grow up, there’s a high chance being an influencer would be the answer. Digital media platforms and the figures who star in them have remained central cultural fixtures for teenagers throughout their entire lives, making the creation of social media, video, or podcast content feel like a natural, if unconventional, career path. Now, students can earn actual college degrees in that very field. Arizona State University recently introduced a new bachelor's degree in content creation, delivered through its Walter Cronkite School of Journalism and Mass Communication. The core curriculum overlaps considerably with ASU's existing mass communication and media studies degree, with the primary distinction being a roster of specialized electives in podcasting, studio production, and on-camera presence. ASU’s announcement drew immediate criticism from multiple perspectives — including people who view content creation as an illegitimate profession and those who question the practical value of taking on higher education to launch a social media career. However, the ASU program is not the first of its kind. And the university, which declined an interview request about the new program, is not the first to offer content-creation courses. Universities, eager to remain competitive in the face of a shrinking student population, are rolling out new majors intended to prepare students for today’s careers. Whether these degrees actually lead to jobs remains up for debate. College courses in content creation have mixed reactions Many higher education institutions have introduced classes centered on the expanding content creation industry over the past couple of years, with several establishing certificate or minor programs. Syracuse University, Quinnipiac University, and Colorado State University currently offer minors, while St. Bonaventure University announced a full content creation major last winter. To Brooke Erin Duffy, a communication professor at Cornell University, these college programs represent a clear inflection point. Over the past year, Duffy noted, institutions across education and wider industry have been recognizing content creation as a viable career path — even if the term "influencer" itself hits a nerve. Across social media platforms, influencers are everywhere, sharing shopping recommendations, lifestyle content, or promoting specific beliefs regarding health or politics. Because even influencers with relatively modest followings maintain loyal audiences, brands frequently pay them to talk about products. The stereotypical image of a modern influencer, Duffy explained, is typically a "young girl who is snapping selfies and just reaping in tremendous rewards for seemingly not doing anything." Yet that does not reflect reality for many content creators, who manage media production, audience retention strategies, brand partnerships, and complex business relationships connected to their online presence. "It is a time-consuming, labor-intensive job that often doesn’t pay well — at least in the beginning," Duffy said. "But a lot of that gets concealed behind … this assumption that it’s a dream job." Is the creator economy really booming? Even if an individual possesses the requisite skills to succeed in content creation, breaking into the industry remains tough. Social media is already an exceptionally crowded field, and competition will become even more intense in the coming years, according to Max Willens, a principal analyst at Emarketer who covers the creator economy. Emarketer forecasts that social media creator earnings in the U.S. will rise above $20 billion this year, though Willens stressed that it is essential to contextualize what that figure means for individual creators. "The overwhelming majority of that money is not going into creators’ pockets," he noted, even though their content and dedicated followers form the actual groundwork of the lucrative field. Influencers can earn revenue directly from social media platforms that compensate high user engagement, while some generate commission when followers purchase recommended products. However, the vast majority of influencer earnings stems from sponsored content — getting paid to feature a brand or product. Willens expects that the money brands spend distributing and amplifying creator content will ultimately surpass the overall revenue creators earn producing it. The belief that pursuing a specialized college degree will "suddenly turn people into viral content machines deserves a bit of a reality check," Willens said. Duffy observed that becoming an influencer is frequently perceived, incorrectly, as a fast track to wealth. Higher education institutions introducing content creation degrees may be attempting to entice new students — alongside their parents — who are seeking "a job that will pay off," Duffy said. "Whether or not it does is another story." The price of a degree is another key consideration: At ASU, baseline tuition for Arizona residents runs around $12,000 per academic year before financial aid, but total attendance costs can exceed $37,000 when accounting for housing, meals, and other fees. For out-of-state students, tuition tops $35,000, bringing the full cost of attendance to approximately $60,000 before scholarships. Students see value and transferable skills in these programs While many students enrolling in content creation programs may dream of becoming viral hits, Phoenix-based creator Aiesha Beasley noted that programs like ASU’s hold real value even for those without such ambitions. "Having a digital presence and a personal brand is very important nowadays," Beasley said. Constructing a personal platform and displaying a personal brand online can assist an individual in networking and securing access to professional environments they might otherwise struggle to enter, she explained. Beasley, who has operated as a full-time content creator for three years following more than ten years of sharing content online, works with small businesses to optimize their social media presence. She pointed out that ASU's degree courses teach numerous transferable skills applicable in fields like communications and marketing. Content creator and actor Sammy Cristerna graduated from Arizona State University this spring holding a degree in sociology and political science, but noted he "absolutely" would have enrolled in content creation courses and evaluated the major had it been available during his enrollment. The curriculum, Cristerna explained, would have proven highly beneficial for learning how to negotiate brand sponsorships, maximize monetization avenues, and cultivate and retain an audience. Although some of those capabilities can be learned through personal experience, he noted, "it’s nice to have that formal education." The single element Cristerna expressed uncertainty about translating into a classroom setting is individual personality. To connect effectively on camera, a person must project "good energy," he noted. "That’s hard to teach."