In an effort to remain relevant and competitive as student populations shrink, several universities have begun integrating 'influencer' and social media-focused curricula into their journalism and communications departments. These new degree programs are designed to provide students with the practical skills necessary to navigate the modern digital economy, focusing on content creation, audience engagement, and personal branding.

The shift reflects a broader trend in higher education where traditional academic pathways are being supplemented or replaced by vocational training tailored to the digital age. Proponents argue that these programs offer legitimate professional training for a growing industry, while critics question whether such specialized training belongs within the framework of a traditional university degree. The Independent reports that public and academic reaction to these new majors has been mixed, highlighting a tension between the need for institutions to innovate and the desire to maintain traditional academic standards. While some see the move as a pragmatic response to the realities of the modern workforce, others express concern that these programs may lack the depth or rigor typically associated with journalism and communications degrees. As universities continue to face financial pressures and shifting student interests, the emergence of these influencer-centric degrees serves as a case study in how higher education is attempting to bridge the gap between legacy media education and the current digital landscape.