Neither Law nor Business Administration: The University That Will Teach You to Be an Internet Star

When teenagers are asked what they want to be when they grow up, there is a good chance the answer will be "influencer." Social networks and the people who star in them have always been a part of teenagers' lives, so creating content for social networks, videos, or podcasts is perceived as a natural, if unconventional, career path.

Now, it is also possible to study the field at a university. According to a report by the AP news agency, Arizona State University recently launched a bachelor's degree in content creation, as part of the Walter Cronkite School of Journalism and Mass Communication.

The curriculum partially overlaps with the degree program in mass communication and media studies, but includes dedicated elective courses in podcasting, studio production, and on-camera performance.

According to AP, the launch quickly drew criticism from various directions — from people who believe that content creation is not a legitimate profession to those who question the value of an academic degree for a career in social media.

Arizona State University is not the first to offer studies in the field. According to AP, many universities have begun in recent years to offer courses focusing on the content creation industry, and some offer certificate programs or specialization tracks. Among others, Syracuse University, Quinnipiac University, and Colorado State University offer specialization tracks, and St. Bonaventure University announced a degree in content creation last winter.

Universities, competing for a shrinking student population, are launching new degrees designed to prepare students for today's professions. However, according to AP, the question of whether these degrees actually lead to jobs remains open.

"A job that is time-consuming and not always rewarding"

Professor Brooke Duffy, a professor of communication at Cornell University, told AP that the study programs in the field mark a turning point. In the last year, she said, educational and other institutions have begun to recognize content creation as a possible career path — even if the term "influencer" still draws reservations.

Influencers are everywhere on social media today, sharing shopping recommendations and lifestyle-related content, or promoting positions on health and political issues. Even influencers with a relatively small following can enjoy a loyal audience, which is why companies sometimes pay them to talk about products.

Professor Duffy told AP that the accepted image of an influencer is usually "a young girl taking a selfie and reaping huge rewards while apparently doing nothing."

But according to her, this is not the reality for many content creators. They are engaged in media production, audience retention strategies, collaborations with brands, and business connections related to their presence online.

"It's a job that is time-consuming and hard work, and often not particularly profitable — at least at the beginning," Duffy said. According to her, a large part of this work is hidden behind the assumption that it is a "dream job."

An industry that generates billions — but not everyone enjoys the money

Even if a person has the skills needed to succeed in content creation, the path to success is not simple. Max Willens, a senior analyst at the research firm eMarketer who deals with the creator economy, argued that the social media field is already very crowded, and it is expected to become even more competitive in the coming years.

According to the report, eMarketer predicts that the revenues of content creators on social media in the US will exceed $20 billion this year. However, Willens emphasized that it is important to understand what this amount means for the creators themselves.

"The vast majority of this money does not reach the pockets of the creators," said Willens, even though their content and followers are the basis for the profitable industry.

Influencers can earn money from social media platforms, which reward high engagement, and some receive a commission when people purchase a product they promote. However, the largest part of their income comes from sponsored content — payment for talking about a brand or product.

Willens told AP that he expects the amounts that brands spend on distributing and amplifying creators' content will eventually exceed the amounts that the creators themselves earn from creating the content.

According to him, the idea that a special academic degree will "suddenly" turn people into "viral content machines" requires a re-examination of reality.

The price of the degree is also a consideration. According to AP, the basic tuition at Arizona State University for Arizona residents is about $12,000 per academic year, excluding scholarships. However, the total cost of studies can exceed $37,000 after adding housing, food, and other fees. For students who are not Arizona residents, the tuition is over $35,000, and the total cost of studies is about $60,000, before scholarships.

"It's nice to get a formal education"

Alongside the criticism, there are also those who see value in studies in the field. Aisha Beasley, a content creator from Phoenix, told AP that programs like the one at Arizona State University can be valuable even for those who do not dream of becoming internet stars.

"Digital presence and personal brand are very important today," Beasley said. According to her, building a platform and sharing a personal brand online can help a person create connections and reach places they would not have had access to otherwise.

Beasley, who became a full-time content creator three years ago after more than a decade of activity online, works with small businesses and helps them improve their presence on social media. According to her, the courses at Arizona State University will teach some skills that can also be applied in other fields, including communications and marketing.

Content creator and actor Sammy Cristerna graduated last spring from Arizona State University with a degree in sociology and political science. According to him, he "definitely" would have taken courses in the content creation program and would even consider studying for the degree if the program had existed during his studies.

According to him, the courses could have helped in learning how to negotiate deals with brands, maximizing opportunities for generating income, and building and retaining an audience. Some of these skills can be learned independently through experience, he added, but "it's nice to get the formal education."

However, there is one thing that he says he is not sure can be taught in a classroom: personality. To create a connection in front of the camera, a person needs to have "good energy," Cristerna said. "It's hard to teach that."