ASU Launches New Major to Meet Growing Interest in Influencer Careers
The world of social media is evolving rapidly, and Arizona State University is taking notice. The Cronkite School of Journalism and Mass Communication is introducing a content creation major this fall, targeting students aspiring to become online influencers. This move aims to address the shifting dynamics of marketing and communication sectors.
Recent research from the market research firm Morning Consult indicates that the influencer industry is a significant draw for younger generations. In fact, their surveys reveal that over half of Gen-Z individuals are interested in pursuing a career as social media influencers.
According to Dean Battinto Batts Jr. of Cronkite, the skills required for a successful influencer overlap significantly with those of a journalist. “The success of a journalist is very much dependent upon accuracy, facts, trust, accountability, connection to audience. That’s the same thing that’s at play here,” he explained.
The newly introduced major is designed to equip students with both creative and business acumen. Coursework will cover building trust and engagement with online audiences as well as the monetization and analytics aspects of content creation.
Batts elaborates that students will gain expertise in personal branding and digital presence, including developing websites, managing social media accounts, and curating YouTube channels—not only for personal projects but also for future clients.
The curriculum outlines several promising career paths for graduates, such as brand storytelling, digital influencing, and podcasting, highlighting the diverse opportunities available in the content creation landscape.
