An ‘influencer’ degree? Colleges bet on content creator major as critics question its value

Ask a teen what they want to be when they grow up, and there's a fair chance being an influencer is on their list. Digital media and the people who star in it have been cultural mainstays for teens' entire lives, so creating social media, video, or podcast content seems a natural, albeit nontraditional, career path. And now they can earn a college degree in that very field. Arizona State University (ASU) recently launched a new bachelor's degree in content creation, offered through its Walter Cronkite School of Journalism and Mass Communication. The curriculum overlaps with that of ASU's mass communication and media studies degree, with the major departure being a slate of specialized electives on podcasting, studio production, and on-camera presence. ASU's announcement was met with swift criticism from many sides—from people who feel content creation is not a legitimate profession to those who question the value of a college degree in launching a social media career. But 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 compete for a shrinking student population, are rolling out new majors intended to prepare students for today's careers. Whether they lead to jobs can be up for debate. To Brooke Erin Duffy, a communication professor at Cornell University, these college programs represent an inflection point. During the past year, Duffy said, institutions in education and beyond have been acknowledging content creation as a viable career path—even if the term "influencer" itself hits a nerve. On social media, influencers are everywhere, sharing shopping recommendations and lifestyle content, or promoting beliefs about health or politics. Because even influencers with relatively small followings have loyal audiences, brands also often pay them to talk about products. The image of a prototypical influencer, Duffy said, is usually a "young girl who is snapping selfies and just reaping in tremendous rewards for seemingly not doing anything." But that's not the reality for many content creators, who are working on media production, audience retention strategies, brand partnerships, and business relationships associated with their online presence. This article was provided by The Associated Press.