ASU's degree in content creation evaluates your follower count.

      The program is housed within the Walter Cronkite School of Journalism and Mass Communication. The inaugural cohort begins this fall.

      The Associated Press reported the debut and subsequent backlash on August 14, with Kaitlyn Huamani, who reports on social media and internet culture, as the author.

      Arizona State University (ASU) declined a request for an interview regarding the new degree.

      The university's documents are inconsistent.

      The degree was established through a Senate motion. Motion 2026-076 was approved after discussions on March 2 and March 30.

      Its wording clearly indicates the intended career paths. Graduates are anticipated to become influencers and content creators in fields such as livestreaming, podcasting, videography, and immersive media.

      Upon reviewing the degree page, it lists five occupations with median salaries sourced from the Occupational Information Network.

      These five roles include communications specialist, marketing associate, marketing manager, public relations manager, and public relations specialist. The role of influencer is notably absent.

      Salaries range from $74,750 for a public relations specialist to $166,790 for a marketing manager. One position, marketing associate, indicates a 2.2% decrease in demand.

      This disparity is the most intriguing aspect of the degree. The motion promotes creators, while the prospectus focuses on communications careers.

      The capstone requirement is a follower count.

      This requirement is uncommon for a university, as students must cultivate a following on a chosen platform and demonstrate measurable growth prior to graduation, according to Net Influencer.

      In the context of the overall curriculum, this is the only truly innovative component. The rest of the coursework aligns with ASU's mass communication and media studies degree, featuring electives such as podcasting, studio production, and on-camera skills.

      The tuition fees are fairly typical. In-state tuition costs approximately $12,000 annually, while the total cost of attendance can exceed $37,000.

      Out-of-state students face tuition over $35,000, with total expenses nearing $60,000 before any scholarships.

      The entry restrictions for students are tightening while they study.

      Conversely, platforms are changing in the opposite direction. This month, YouTube has doubled two entry thresholds for its Partner Program.

      Starting February 1, 2027, the long-form video route will require 1,000 subscribers and 8,000 valid public watch hours, an increase from 4,000. The Shorts pathway now mandates 20 million views within 90 days, up from 10 million.

      This adjustment coincides with the first cohort's initial year, meaning they will spend three additional years striving for a benchmark that has shifted before they began.

      Current partners will retain their status, meaning that these stricter conditions will affect only those who are new to the program, which is precisely the audience this degree is targeting.

      Understanding where the $20 billion truly goes is vital.

      The industry's revenue figure might support the degree's validity. eMarketer forecasts that U.S. social media creator revenue will surpass $20 billion this year.

      Max Willens, a principal analyst at eMarketer, explained to the AP what this number obscures. "The vast majority of that revenue does not end up in the hands of creators," he stated.

      His prediction is even more sobering than the headline suggests. He anticipates that the funds brands invest in disseminating and amplifying creator content will eventually outstrip what creators earn from producing it.

      Regarding the degree itself, he was straightforward. The notion that it will "suddenly transform individuals into viral content creators needs a reality check," he said.

      Concerning the job that accompanies the dream role, Brooke Erin Duffy, a communication professor at Cornell University, sees these programs as a pivotal moment. Over the last year, institutions have begun to recognize content creation as a legitimate profession.

      She is also candid about the nature of the work. It is a "time-consuming, labor-intensive job that frequently offers low initial compensation," she noted.

      Stereotypes impede recognition of this reality. The typical influencer is often envisioned as a "young girl taking selfies and reaping substantial rewards for seemingly doing little," Duffy remarked.

      She has a theory regarding the timing as well. Universities competing for a dwindling student population are appealing to parents seeking guaranteed job prospects, though the reality of job markets is a different story.

      As courses expand, the market is contracting.

      The creator economy has been losing jobs rather than gaining them. Patreon reduced its workforce by 20% in July, totaling 93 positions.

      Automated content is increasingly flooding the supply side. YouTube's removal of AI material has resulted in the elimination of many human creators who never revealed their faces.

      This broader trend is not limited to creators. The number of tech internships has decreased by 30% since 2023 as companies assign entry-level