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

Many teenagers dream of becoming influencers, a profession that has become a cultural staple in their lives. Arizona State University (ASU) has recently introduced a new bachelor’s degree in content creation, aiming to prepare students for the rapidly growing creator economy. The curriculum includes specialized courses on podcasting, studio production, and on-camera presence, in addition to the existing mass communication and media studies degree.

However, the program has faced criticism from various quarters. Some question whether content creation is a legitimate profession, while others doubt the value of a college degree in launching a career in social media. Yet, ASU is not the first to offer content creation courses. Several other universities, such as Syracuse University, Quinnipiac University, Colorado State University, and St. Bonaventure University, have introduced minors or majors in the same field.

Brooke Erin Duffy, a communication professor at Cornell University, sees these college programs as an inflection point. The rise of influencers on social media, who share lifestyle content, shopping recommendations, or opinions on health and politics, has led brands to pay these individuals for product promotions. However, Duffy points out that becoming an influencer is often perceived as a quick route to wealth, which is a misconception.

The creator economy, though booming, is highly competitive, with revenue expected to surpass $20 billion in the U.S. However, the majority of this money does not reach individual creators. Brands spend more on distributing and amplifying creator content than influencers earn from it. Duffy argues that many colleges introducing content creation degrees are targeting students and their parents, hoping to attract more enrollment. Whether these degrees ultimately lead to successful careers in social media remains to be seen.