Keeping Up with Fast-Paced Industry Changes--Digital Media Education in U.S. Advertising and PR Programs

Autor/inn/en	Fang, Fei; Wei, Wei; Huang, Heshui
Titel	Keeping Up with Fast-Paced Industry Changes--Digital Media Education in U.S. Advertising and PR Programs
Quelle	In: Journal of Advertising Education, 23 (2019) 2, S.80-99 (20 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1098-0482
DOI	10.1177/1098048219877765
Schlagwörter	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 + Suchen Sie Ihr Suchwort? Werbung; Technological development; Technologische Entwicklung; Public relation work; Öffentlichkeitsarbeit; Soziale Medien; Informationstechnologie; Teaching method; Lehrmethode; Unterrichtsmethode; Inhaltsanalyse; Kursstrukturplan; University; Universität; Journalistik; Journalismus; Nachrichtenwesen; Future; Society; Zukunft; Technisches Wissen; Trendanalyse; Bildungsentwicklung; Learning theory; Lerntheorie; Pflichtkurs; Web-Design
Abstract	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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01