In the midst of a changing delivery system, it's easy to wonder: what are we teaching? Yesterday's tech skills (which, by the way, could be today's tomorrow)?
Some thoughts:
1. Journalism/Adv/PR have never been held in high esteem and rarely acted in such a way to deserve high esteem (eg: photo manipulation in the early 20th century -- and later).
2. Some profs have raised the excellent point of the errors of teaching technology rather than concepts. Well, rather than bucking the trend by bemoaning the irrelevancy of an expensive but useless "perfect radio lab", why not focus on the concepts and work within the "low-tech" of $200 digital cameras and phones? Why not just teach using the technology that seems relevant to the students as a way of getting them to the concepts. Hard to say we are talking relevant concepts if we are using irrelevant tools; but we don't need to worry about "perfect" tools if worrying about perfect makes us yesterdays news.
3. Why not actually change the curriculum? Like maybe
Advertising:
a. Survey course
b. Strategy: targeting the single consumer using new media tools like ____________ (now YouTube, next year?)
c. The X-Factor: concepting persuasiuve messages that attract pull, rather than rely on push.
d. Creative Concepts: Static/Video/Interactive imaging.
e. Online Media Planning: Tracking the users, creating immediate and rapid media placement response systems.
f. Interships
g. The Campaign System
I would think we could also offer these (other than the strategy and cmapiagn) in any particular order.
It seems at times that we are teaching silent film, really good silent film, and can't quite grasp why our students are really more interested in a low-grade "takie" over our real good silent. But whatever we do, we need to do it now.
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