Universities Embrace the Creator Economy

Content creation has evolved to be not only a unique way of earning a living but also a recognized discipline studied as part of a bachelor’s program at certain universities. Arizona State University launched a bachelor’s in content creation program at its Walter Cronkite School of Journalism and Mass Communication. The curriculum includes courses similar to those in mass communication and media studies, but in addition, there are such specialized courses as podcasting, studio production, and on-camera performance.

This has received criticism by those who doubt whether content creation is an actual profession that should be studied at a university. In addition, there are those who wonder whether a higher education at all can help to become an influencer.

ASU is not an exception, as Syracuse University, Quinnipiac University, and Colorado State University offer content creation minors while St. Bonaventure University offers a major. In fact, more and more universities develop curricula for emerging careers in order to attract students to their universities.

Content Creation Is More Than Social Media Posts

According to Brooke Erin Duffy, a professor of communication at Cornell University, such initiatives are indicative of the increasing understanding that content creation can become a real profession. Content creation implies media production, building the audience, working with brands and business connections.

The influencers can promote products, lifestyle tips, health tips, politics and so on. Brands tend to collaborate with creators due to the fact that even small audiences can be very active.

However, Duffy also notes that content creation is often portrayed as an effortless way to achieve success. In fact, it can be very time-consuming, stressful and underpaid in its early stages.

A Growing Industry With Uneven Earnings

The creator economy is growing at a very fast pace but income is still uncertain. Emarketer predicts US social media creator income to be more than $20 billion by 2026. Max Willens, an analyst, warned that not much of that money reaches creators.

Creators get paid by the platforms themselves, commission from their services, and most importantly, sponsored content. Willens predicted that at some point the money spent in the distribution and promotion of creators' content will surpass the money received from creation of the content itself. He doubted that degree could make a student viral on the internet.

Students See Practical Benefits

Also, ASU’s program has defenders. According to Phoenix-based creators Aiesha Beasley, having a good digital presence and strong personal brand is essential in making connections and receiving job offers. Therefore, she finds this program’s potential in providing helpful knowledge in communications and marketing appealing.

Sammy Cristerna is also a defender of the program, who says that he would have enrolled in it since it may have taught him about negotiating, monetizing and developing his audience. Nevertheless, Cristerna believes that there are some characteristics that are not easy to learn, especially personality and the ability to attract audiences on camera.

The discussion is essentially about how much practical knowledge one gets from their education compared to its price. In ASU, for instance, the annual base tuition fee for Arizona students is about $12,000, while the total costs may exceed $37,000 per year. Non-residents, in turn, have to pay more than $35,000 annually in tuition.