Arizona State rolls out bachelor's in content creation amid debate over its value

Arizona State University has launched a bachelor’s program in content creation through its Walter Cronkite School of Journalism and Mass Communication, featuring electives in podcasting, studio production and on-camera presence. The initiative follows a trend of colleges—including Syracuse University, Quinnipiac University, Colorado State University and St. Bonaventure University—offering minors or majors aimed at the expanding creator economy.

Critics question whether a formal degree can turn students into successful influencers, pointing out that most of the projected $20 billion U.S. creator market revenue flows to platforms and sponsors rather than individual creators. Analysts warn competition will intensify and that brand spending may soon outpace creator earnings. ASU tuition is roughly $12,000 per year for Arizona residents and over $35,000 for non-residents, with total attendance costs climbing after fees. Some creators, such as Phoenix-based Aiesha Beasley and actor-creator Sammy Cristerna, argue the curriculum can teach marketable communication and marketing skills, though they doubt it can teach innate on-camera charisma.