The push and pull of digital skills in mass media curriculum

ABSTRACT

This study explores the curricular choices that connect technology skills with traditional mass communication competencies in accredited programs. Courses and program objectives described in accreditation self-study documents were mapped to a push-versus-pull construct to determine whether teaching technology is pushed into traditional courses or pulled into new courses focused on skill development. Using a matrix of digital journalism skills all courses (N = 121) were analyzed for the existence of technological skills that are currently in use across the profession. Findings show 63% of courses pulled tech skills into technology-specific courses. Of the most intense skill-building courses, 71% (N = 30) were coded as pull or moderate pull. The programs that had the highest digital focus in their self-study documents both pushed and pulled across the curricula, while in the low-innovation groups courses clustered into moderately pushing and pulling technology skills. The results indicate that curricular changes should make room for focused digital skills classes that pair with application opportunities throughout the program.

KEYWORDS:

• Digital media
• curriculum
• journalism
• mass media
• accreditation

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Gretchen Macchiarella

Gretchen Macchiarella is an assistant professor of Digital Media and Emerging Journalistic Practices at California State University, Northridge. She worked her industry career in newspapers where she was a serial intrapreneur and digital media enthusiast. She is a student media supporter who started at the university as the advisor of the student paper. Her research interests center on media innovation in business and multimedia storytelling. She earned a master's degree in Digital Journalism and Design from the University of South Florida, St. Petersburg.

Elizabeth Smith

Elizabeth R. Smith is an assistant professor of Communication at Pepperdine University and Director of Pepperdine Graphic Media. She teaches courses in reporting, editing, media law, and ethics. Her research includes news literacy education, journalism education, Communities of Practice in student newsrooms, accuracy in the news. She serves on the board of directors for the National Scholastic Press Association/Associated Collegiate Press and is the president of the California College Media Association. Smith earned her bachelor's in Journalism from Harding University; she earned her master's and doctoral degrees from Pepperdine University. She has worked in print, broadcast and digital journalism.