san antonio tx, August 22, 2025
News Summary
The University of Texas at San Antonio has unveiled an undergraduate degree in Digital Media Influence, focusing on content creation and audience psychology. Offered in both online and in-person formats, the program promotes an eight-week course structure aimed at preparing students for the growing creator economy, projected to reach $480 billion by 2027. Critics voice concerns over the degree’s financial viability and the role of AI in creative jobs, yet the program seeks to equip students with vital skills and knowledge to thrive in this evolving industry.
San Antonio
UTSA launches new undergraduate degree in Digital Media Influence to prepare students for the creator economy
The University of Texas at San Antonio (UTSA) has introduced a new undergraduate degree titled Digital Media Influence, designed to combine content-creation skills with audience psychology. The program offers both online and in-person attendance options, uses an eight-week course format that allows students to complete four courses in one year, and places a strong emphasis on understanding and influencing audiences to create effective messaging.
Key program features and purpose
The program was developed under the leadership of the head of UTSA’s Communication Department, Dr. Chad Mahood. The curriculum centers on audience analysis, including demographics, psychographics, and geographic factors, and teaches practical skills such as Photoshop, website design, and video editing. A stated objective is to help students learn to differentiate their content from AI-generated material and to use AI as a practical tool rather than view it only as a threat to creative roles.
Market context and urgency
Market estimates cited in program materials highlight rapid growth in the content-creator economy, with a potential market size rising to $480 billion by 2027, up from an estimated $250 billion, according to Goldman Sachs estimates. Program designers framed the degree as a response to that expanding market and the growing demand for trained communicators who understand both production tools and audience influence.
Debate and response
The degree has drawn both interest and criticism. Some critics argue the specialized degree may be a poor financial investment and express concern that artificial intelligence could replace many creator roles. Program leadership has indicated AI will be taught as a tool within the curriculum to augment student capabilities rather than replace them. The university describes the program as one of the first in the United States focused specifically on influencing as an academic discipline.
Related local reporting and voices
A local televised segment aired on August 21, 2025, featuring social media influencer Stephanie Guerra discussing weekend happenings in San Antonio. Separately, influencers who built followings without formal training have been cited as an impetus for the program; one influencer with a following of 16,500 indicated learning the craft through trial and error and highlighted the absence of formal educational pathways prior to this program.
Who the program is for and what students will learn
The program targets students aiming for careers in content creation, marketing, community management, and related roles where audience influence is central. Graduates will study audience segmentation and analysis, content production tools, and strategies for making content stand out alongside AI-generated alternatives. Instruction includes technical software skills and strategic communication coursework.
Logistics and pacing
The eight-week course blocks enable accelerated pacing compared with traditional 16-week semesters. Under the new format, students can complete four courses in one year under eight-week terms, a structure the program leaders say shortens typical completion timelines associated with longer semester formats.
Context and significance
UTSA’s program arrives amid growing institutional interest in careers tied to the digital creator economy. By packaging audience science with hands-on production skills and an explicit focus on influence, the program aims to formalize training for roles that historically relied on self-directed learning. The program’s emphasis on distinguishing human-produced content from AI output addresses both industry demand and concerns about future-proofing creative careers.
Contact and next steps
Specific enrollment dates, tuition costs, and detailed course lists were not provided in the materials summarized for this report. Prospective students are advised to consult the university directly for admissions timelines and full curriculum descriptions.
Key features at a glance
| Feature | Details |
|---|---|
| Degree name | Digital Media Influence (undergraduate) |
| Delivery | Online or in person |
| Course format | Eight-week blocks; accelerated pacing |
| Curriculum focus | Audience analysis, content creation, AI as a tool |
| Technical skills taught | Photoshop, website design, video editing |
| Program leadership | Developed under Dr. Chad Mahood, Communication Department |
| Distinctive claim | Among the first U.S. undergraduate degrees focused on influencing |
Timeline
| Date/Time | Event | Status / Source |
|---|---|---|
| August 21, 2025 | Local televised segment aired featuring social media influencer discussing San Antonio events | Segment aired (local broadcast) |
| 2025 | UTSA introduced the Digital Media Influence undergraduate degree | Program launch / UTSA announcement |
Market projection visual
Projected growth in content-creator market (Goldman Sachs estimates)
$250B
$480B
Frequently Asked Questions
What is the Digital Media Influence degree?
The degree is an undergraduate program focused on blending content-creation skills with audience psychology and influence strategies.
How is the program delivered?
The program offers both online and in-person attendance options.
How does the eight-week format work?
Courses are delivered in eight-week blocks, enabling students to complete four courses in one year under the program’s accelerated schedule.
What skills will students learn?
Students will learn audience analysis (demographic, psychographic, geographic), content production tools including Photoshop, website design, and video editing, and strategies to distinguish human-created content from AI-generated material.
Will the program teach AI?
Yes. AI is presented as a tool within the curriculum to augment student skills, according to program designers.
Are there criticisms of the degree?
Some critics argue the program could be a poor financial investment and raise concerns that AI may replace creator roles; program leadership disputes the idea that AI will fully replace trained creators and emphasizes teaching AI as a tool.
Where can I find more enrollment and cost details?
Specific enrollment dates, tuition, and full course lists were not provided in the materials summarized here; prospective students should consult the university directly for full admissions and cost information.
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Additional Resources
- News4 San Antonio
- Wikipedia: Social Media Influence
- KWTX News
- Google Search: UTSA Digital Media Influence degree
- Spectrum Local News
- Google Scholar: Creator Economy
- Government Technology
- Encyclopedia Britannica: Digital Media Influence
- Favikon Blog
- Google News: UTSA Media Influencer Degree
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