US: Arizona launches a degree for ‘influencers’, sparking controversy over the value of the qualification

Being an influencer is now becoming a profession even at university. Arizona State University has launched a new three-year bachelor’s degree programme in ‘content creation’, designed to train content creators for social media, video and podcasts. However, the initiative – one of the first of its kind in the United States – has already sparked debate over the value of a university degree for a profession that is becoming increasingly widespread but where earnings are far from guaranteed.

The course is run by the Walter Cronkite School of Journalism and Mass Communication and combines traditional subjects in communication and media with more practical modules, such as podcasting, studio production and on-camera presentation.

The announcement has drawn criticism, both from those who do not regard content creation as a proper profession and from those who question the value of a degree for making a name for oneself on social media. But Arizona State University is not the only institution moving in this direction: other US universities have already introduced courses, minor subjects or certificates dedicated to digital content creation. According to Brooke Erin Duffy, a lecturer in Communication at Cornell University, the growing interest from universities signals the recognition of content creation as a viable career path. Behind the image of the influencer who earns money easily by posting content, however, there is often a great deal of work involved in production, audience management, brand relations and commercial activities. “It’s a job that takes time and a lot of effort and which, at least initially, is often not well paid,” she notes.

The sector is, however, experiencing strong growth. According to estimates by eMarketer, revenue generated by social media creators in the United States is expected to exceed $20 billion this year. Experts point out, however, that this figure does not mean that the majority of content creators earn high incomes. Supporters of the new university courses, on the other hand, highlight the transferable skills they can offer, ranging from communication and marketing to managing a personal brand and negotiating commercial deals. These are skills that could prove useful even to those who do not go on to become social media stars.