US university introduces degree in content creation

Arizona State University (ASU) in the United States has started a bachelor’s degree in content creation. This move has sparked discussions about the importance of such a program.

The new Bachelor of Arts program will teach students how to create videos, podcasts, social media posts, and other types of digital media, according to the university.

Some people are asking if a university degree is really needed for content creation. Others believe that this field needs specific skills that can be taught and used in other jobs.

The program is part of ASU’s Walter Cronkite School of Journalism and Mass Communication, according to the university’s program description.

What the program includes

ASU says the program will cover various areas like content planning, multimedia production, social media strategies, audience analytics, and integrated communication.

Students will learn how to create videos and audio, design graphics, write and edit, and understand branding, audience engagement, ethics, copyright, and how to make money from their content.

The university mentioned that students will also get hands-on experience. This will include brand content projects, media internships, the Los Angeles Content Studio, and opportunities to work on content creation trips abroad.

Graduates will be ready for jobs in content strategy, digital influence, brand development, social media management, and audience engagement in many industries.

A report by The Independent pointed out that Syracuse University, Quinnipiac University, and Colorado State University offer minors in content creation. St Bonaventure University has even introduced a full major in content creation.

Mixed reactions

This new degree has raised doubts about whether a university education can really prepare students for a field where success often relies on creativity, personality, audience growth, and fast-changing social media.

In the same report by The Independent, Brooke Duffy, a communication professor at Cornell University, said many people misunderstand content creation as an easy or glamorous job. She noted that it can be time-consuming and low-paying, especially at the start.

Max Willens, an analyst at eMarketer who studies the creator economy, also questioned whether having a specialized degree would guarantee success as an influencer.

On the other hand, content creators have spoken up for the program's worth. A content creator named Aiesha Beasley told The Independent that the skills needed to build a digital presence and personal brand can also help in communications and marketing.

Another creator, Sammy Cristerna, said this kind of program could give students practical skills like negotiating brand sponsorships, monetization, and growing and keeping an audience.