ASU Introduces a Degree Focused on the Creator Economy

Arizona State University (ASU)’s New Bachelor of Arts in Content Creation Attracts Mixed Reaction on Social Media Essay

Arizona State University (ASU) has announced a new Bachelor of Arts in Content Creation , which has since then been attracting quite a bit of attention and controversy. The degree offered by the school’s Walter Cronkite School of Journalism and Mass Communication is aimed at those wishing to make a career in the creator economy, becoming social media influencers or brand mascots. Overall, the course promises to provide students with the practical knowledge and understanding of the modern digital space required to thrive in the contemporary media environment.

Program Focuses on Practical Digital Skills

The curriculum includes a variety of courses that provide students with knowledge of the topics vital to the field. Such disciplines as content planning, video production, podcasting, videography, editing, personal branding, audience analytics, multimedia production, communication strategy, and social media management are included. Moreover, students take such classes as How to Become an Influencer, On-Camera Presence, Introduction to Editing, Podcasting and Audio Production, Social Media Foundations, and The Digital Audience. Apart from these subjects, students get familiar with the conventional courses offered at the majority of universities, such as media law, communications, ethics, writing, history, and math.

Hands-On Experience Is a Key Requirement

Unlike many traditional academic programs, The Content Creation degree emphasizes on world experiences. Some of these include media internships, brand content creation, content creation trips and working in the Cronkite School's LA Content Studio.

Students will get to work on one of the most unique senior capstone projects, by picking a social media platform to execute a content strategy, publishing content to grow an audience throughout the semester.

According to Jessica Pucci, Senior Associate Dean at Cronkite School, upon graduation, students will not only have a page full of assignments but also a real audience, real followers, and a real product.

Supporters See Career Opportunities

University authorities believe the degree represents a huge opportunity because the creator’s economy is growing at an unprecedented rate. Thus, students may profit from formal qualifications and the ability to obtain professional advice from qualified mentors and professors. Moreover, students will be able to learn valuable skills beyond social media and video creation. Some of the careers that the students can explore are digital influencer, content creator, social media manager, brand ambassador, digital marketing expert, community manager, and communication specialist. The creator economy will continue to grow exponentially in the next decade, and there will be significant demand for skilled professionals.

Critics Question the Degree's Value

While many were supportive of the idea, the announcement of the program also provoked some criticism on social media. Some argued that it was unworthy for someone to pursue a degree in order to become an influencer because it would not benefit them as much as a regular university degree. ASU professor Owen Anderson even questioned if they would actually earn more money than non-graduates. However, supporters of the plan believed that the degree would teach students valuable communication and marketing skills that would allow them to succeed in other areas of the social media industry, as well as outside of it.