ERIC Number: EJ1233157
Record Type: Journal
Publication Date: 2019-Nov
Pages: 20
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1098-0482
EISSN: N/A
Keeping Up with Fast-Paced Industry Changes--Digital Media Education in U.S. Advertising and PR Programs
Fang, Fei; Wei, Wei; Huang, Heshui
Journal of Advertising Education, v23 n2 p80-99 Nov 2019
The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study provides a complete picture of advertising and PR digital media education in the United States. Through a content analysis of curricula from 99 universities with advertising and PR programs, we found that nearly one-quarter (23.5%; n = 1,128) of advertising and PR major courses taught digital media and that digital media education placed greater emphasis on skills courses. Furthermore, the advertising and PR discipline was still based on mass communication, journalism, and marketing rather than computer-related fields. It is hoped that this article will shed some light on the digitalization of future advertising and PR education.
Descriptors: Advertising, Technological Advancement, Public Relations, Marketing, Social Media, Information Technology, Teaching Methods, Content Analysis, Course Descriptions, Majors (Students), Universities, Journalism, Communications, Futures (of Society), Technological Literacy, Trend Analysis, Educational Trends, Learning Theories, Required Courses, Web Sites, Institutional Characteristics
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A