ASU launches influencer degree amid questions over value

Arizona State University (ASU) is launching a bachelor's degree in content creation this autumn, housed in its Walter Cronkite School of Journalism and Mass Communication. The program, approved by a Senate motion, aims to prepare graduates for careers as influencers and content creators across livestreaming, podcasting, and videography. However, the degree's own documents reveal a disconnect: while the motion emphasizes creator roles, the prospectus lists traditional communications careers, with salaries ranging from $74,750 to $166,790 Source: The Next Web.

The curriculum

The curriculum largely overlaps with ASU's existing mass communication and media studies degree, adding electives in podcasting, studio production, and on-camera presence. A distinctive requirement is a capstone where students must build a following on a platform of their choice and demonstrate measurable growth before graduating Source: The Next Web. Tuition for Arizona residents is about $12,000 annually, with total costs potentially exceeding $37,000; out-of-state students face higher fees Source: The Next Web.

The reaction

The launch drew swift criticism, with skeptics questioning whether content creation is a legitimate profession and whether a degree is necessary for a social media career Source: AP News. Brooke Erin Duffy, a Cornell professor, notes that content creation is "a time-consuming, labor-intensive job that often doesn’t pay well—at least in the beginning," contrasting with the perception of it as a "dream job" Source: AP News. Max Willens of Emarketer adds that the creator economy's projected $20 billion in revenue is misleading: "The overwhelming majority of that money is not going into creators’ pockets" Source: The Next Web.

What's next

Platforms are tightening entry requirements. YouTube doubled its Partner Program thresholds, effective February 2027, raising long-form requirements to 1,000 subscribers and 8,000 watch hours, and Shorts to 20 million views over 90 days—changes that will affect the first cohort Source: The Next Web. ASU declined to comment on the program Source: AP News.