ASU's Content Creator Degree Draws Criticism
Arizona State University has launched a bachelor's degree in content creation, joining other colleges offering similar programs.
Arizona State University has launched a new bachelor's degree in content creation through its Walter Cronkite School of Journalism and Mass Communication. The program, which includes specialized electives in podcasting and production, has drawn criticism from those who question its legitimacy and value for launching a social media career, according to a report from The 74.
The university is not the first to offer such courses. Other institutions like Syracuse University, Quinnipiac University, and Colorado State University offer minors, while St. Bonaventure University announced a content creation major last winter.
Programs Draw Criticism
Brooke Erin Duffy, a communication professor at Cornell University, sees these programs as an inflection point, acknowledging content creation as a career path. She notes the common misconception of influencers as young people reaping rewards for little work. The reality, she says, is a time-consuming, labor-intensive job that often pays poorly at the start.
Max Willens, a principal analyst at Emarketer, provides context on the economics. Emarketer forecasts U.S. social media creator revenue will climb above $20 billion this year. Willens cautions that the overwhelming majority of that money does not go to creators themselves. He suggests the idea that a college degree will create viral content machines "deserves a bit of a reality check."
Duffy adds that colleges may be hoping to attract students and parents looking for a lucrative job. The cost is a significant factor.
| Student Type | Base Tuition (per year) | Estimated Total Cost of Attendance (per year) |
|---|---|---|
| Arizona Resident | About $12,000 | Exceeds $37,000 |
| Out-of-State Student | More than $35,000 | Around $60,000 |
Supporters See Transferable Skills
Some creators see value in the academic approach. Phoenix-based creator Aiesha Beasley, who has been a full-time content creator for three years, says having a digital presence and personal brand is very important. She believes ASU's courses would teach transferable skills in communications and marketing.
Recent ASU graduate Sammy Cristerna, a content creator and actor, said he "absolutely" would have taken the classes if they were available when he was a student. He noted the courses could be useful for learning to negotiate brand deals and cultivate an audience. Formal education is nice to have, he said.
Cristerna added one caveat. He isn't sure a classroom can teach the personality and "good energy" needed to connect on camera. That, he said, is hard to teach.
