The Study of Entertainment Communication: An Innovative Degree Design

Communication, entertainment and media are increasingly evolving with new, innovative technologies and changing consumer preferences. My alma mater, the University of Southern California (USC), addresses this emergent environment and their desire to develop along with it in their most recent strategic plan. Although USC’s mission statement and core values of free inquiry, community, and informed risk-taking remain stalwart in this shifting, their plan suggests that “more flexible strategies must be developed which will enable USC to accelerate its progress under evolving external circumstances.” The plan presents four capabilities necessary for its achievement: span disciplinary and school boundaries to concentrate on problems of societal significance, link fundamental to applied research, build networks and partnerships, and increase responsiveness to learners. USC’s commitment to its enhancement is highlighted by the College Dean’s Prize, which rewards students who offer insightful suggestions on advancing the Trojan educational experience. In response, I have decided to dedicate this post to presenting my visions for USC’s communication studies and how the curriculum may develop to better serve its students and the community.

The USC Annenberg School for Communication, whose logo is seen to the right, also observes the significance in the evolution of education and prides itself on the modern degree programs it offers, “Society has been fundamentally altered by new developments in communication. USC Annenberg is at the heart of the revolution and on the cutting edge of communication technology.” USC Annenberg is listed as one of the top schools in this field according to a study performed by the National Communication Association. As a communication major, I can attest to the high quality of the courses and educational experience, particularly within the entertainment option. The degree program provides students with excellent professors and well rounded courses. Yet, where the curriculum is lacking is in practical application. The students receive vast amounts of knowledge but have little practice applying it. What the program needs is a bridge between education and the working world, an applied preparation for what follows graduation. I suggest that the course obligations are condensed to seven semesters and that the eighth consists of an internship requirement and capstone course.

In the competitive business of entertainment, internships are vital for many entry level positions. So many people want to break into the industry that businesses easily find “interns” willing to do the work for free. Why pay someone with no experience when they could get someone else at no cost? Internships are nearly expected of graduates; however, juggling a 20 hour unpaid week simultaneously with course work and sometimes even side jobs can greatly disturb a student’s educational experience. Most recent graduates need paying jobs and do not have the time to be a volunteer intern. By having a semester dedicated to the internship, the student can better concentrate on all aspects of the degree and occupation. Annenberg would aide the seniors in applying to a variety of internships relative to their career choice. USC is a perfect location for this type of program being in the heart of the entertainment industry and a booming metropolis. By reaching out to these businesses and creating a dialogue with the corporate world, USC is establishing itself and its students as valuable commodities.

Along with the internship, the students would enroll in a once a week capstone course that is specific to their prospective profession. A communication degree is extremely broad and feeds into several different careers as indicated by USC Annenberg’s four communication options: Media, Law and Politics; Organizational and Interpersonal Communication; Communication and Culture; and Entertainment, Communication, and Society. The ability to focus their studies to a final course will prove beneficial. With an entertainment option, students might become talent agents, managers, casting directors, producers, or work in advertising, promotions, public relations, radio and television. That is just a partial list. The capstone course would be a small class of four to twelve students that are all looking to enter the same profession. A class of future talent agents may learn how to negotiate contracts, scout and promote actors and do mock deals with their classmates. This course lets them share their experiences from the internships with other students and creates a close knit group who might eventually help each other out in the “real” world. It offers a tremendous opportunity for networking and building solid working relationships, while allowing students to see their classmates in a more professional light.

This curriculum further establishes the university’s dedication to the Trojan Family and their hope to aide their graduates into the professional world. Although a shift such as this will definitely require significant changes, the result will greatly benefit the university and its students. A successful unique program can put the university on the map as a break through institution and give the alumnae a smooth transition from school to a successful career. As expectations for college graduates increase and the industry of communication and entertainment becoming ever more competitive, a practical preparation will give USC students a leg up on their competitors. This would be a big change for the communication school, but I believe if they make the move, other universities and programs will follow.