This U.S. university just launched a major in content creation, as critics question the ‘influencer’ degree

Arizona State University (ASU) recently introduced a new bachelor's degree in content creation through its Walter Cronkite School of Journalism and Mass Communication. The program blends existing coursework with specialized classes in podcasting, studio production, and on-camera presence. Critics argue the degree is not a legitimate profession, questioning its value in launching a social media career.

However, ASU is not the first to offer such courses; several other universities provide content creation degrees, minors, or certificates. Brooke Erin Duffy, a communication professor at Cornell University, believes these programs represent an inflection point in recognizing content creation as a viable career. While the creator economy is booming, with social media creator revenue projected to exceed $20 billion in the U.S., most of the earnings do not directly benefit individual creators who rely on sponsored content and partnerships.

Critics argue that a specialized college degree may not automatically turn people into viral content machines, as the reality of content creation often involves labor-intensive work that does not always pay well initially. However, creators like Aiesha Beasley, who has built a successful career and helps small businesses optimize their social media presence, see value in these programs for developing transferable skills in communications and marketing.