Dr. Marshall Soules, Malaspina University-College, March 2006
In Canada, the growth of communications and new media sectors-and their potential for employment--is well documented. In Profile of the Multimedia Industry (1) "multimedia" is described as "one of the new knowledge-based industries that is paving the way in Canada for continued job creation, sustained growth, and the expansion of trade in the global market." As an aspect of this growth, an increasing use of computing applications and digitization of cultural artifacts are changing traditional occupations in important ways-requiring new skill sets-and opening up many "new media" opportunities.
In fact, employment prospects for recent media studies graduates are more than promising. A recent BBC News article reports that media students in the U.K. are the "most employable" of all recent graduates: "The latest 'What Do Graduates Do?' survey of over 200,000 ex-students reveals that media graduates have among the highest employment rates...Six months after leaving university, an average of 63% of students from all courses are in employment - while for media studies the figure is 71%." (2) The article also reveals that about 20% of those graduates with media or "culture" degrees find jobs "directly related to their studies" - a pattern experienced by most students. (As a point of comparison, "only about 14% of psychology and sociology graduates went into jobs categorized as 'social and welfare professions'.") Given the greater popularity of media studies programs in the U.K. than in Canada, we can assume that the BBC report offers a prediction of things to come for Canadian graduates.
At a fundamental level, the Media Studies program at Malaspina promotes the employability skills recommended as desirable by the Conference Board of Canada: communication (written and interpersonal), computing, critical thinking, flexibility, and innovation. Following the lead of these recommended skills, our program integrates analytical and applied skills relevant to a diverse range of careers in the emerging job markets of the 21st century.
Canada Job Futures defines a mass communications program of study as follows: "This program includes the evolution of communications and the role of media in modern society" (3). In 1998, 1,980 students graduated from these programs showing a 35% increase from 10 years ago. Further, reports from various national surveys of post-secondary graduates in mass communications, conducted two to five years after graduation, reveal that graduates usually found work as public relations and communications specialists, graphic designers or journalists. They worked in an advertising agency, for a radio or television company, in a video production or distribution company, or in a government department or agency (3).
In general terms, common career options in Media Studies and Communication include:
These occupations require strong written and oral communication skills, creative and critical thinking, and working knowledge of computing applications from word processing and accounting, to multimedia and web development. In Working with Computers in Canada (4), Lin and Popovic report that nearly 6 out of 10 workers used computers to perform tasks in 2000. Among those who used computers in the workplace, 85% did so on a daily basis. Overall, the Internet, word processing, and email are the most frequently reported use of computers at work, while programming is the least commonly stated purpose. As employee use of computers in the workplace increases dramatically in sectors requiring strong communication, analytical, and research skills, so too will the extent of familiarity with computing applications need to increase.
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In British Columbia, the communications industry shows strong growth indicators. Maximizing 2010 Employment and Skills Opportunities predicts that "[w]ith the Games and major projects the total projected growth in labour demand will be up to 1, 045, 085 openings during the period 2003 to 2015 of which 485, 000 will be new jobs" (5). While the report indicates that major growth will be in construction, trades, and service, careers in advertising, professional business services, communication, printing and publishing will all be high-growth occupations, accounting for 13, 128 openings between 2003 and 2015. As well, the growth in employment in all occupations will require extensive communications and professional business services involving managers, writers, advertisers, publicists, website developers among others-all of whom would benefit from a BA degree in Media Studies. Implemented quickly, such a degree would be able to respond to the projected period of peak job demand from 2006 to 2009.
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Example job titles: Communications officer; information officer; media coordinator; media relations officer; press secretary; public relations consultant; publicity agent; public affairs officer; museum educator; communications specialist; publicist; fund-raising consultant.
Canada Job Futures describes a broad category of "Professional Occupations in Public Relations and Communications" (Section 5124) as a rewarding and challenging career option for those interested in media and communications. These people work in consulting firms, corporations, associations, government, social agencies, and other organizations, where their duties may require them to:
This occupation area also includes fund raising consultants, media relations officers, museum educators, press secretaries and publicists.
Twenty-seven thousand people were employed in these occupations in 1998, an increase of 48.7% from 1988. Hourly wages average $20.88 (national average $16.91) and job prospects are continuing to increase. Employment requirements for this occupation are also expected to increase, suggesting that university degrees will become a necessity for work in this field.
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Writers (5121): speech writer; advertising copywriter; technical writer; screen writer. Editors (5122): production editor; technical editor; advertising editor; news editor; sports editor; copy editor; photo editor; art editor; manuscript editor; script editor. Journalists (5123): book reviewer; broadcast journalist; columnist; investigative reporter; news commentator; network reporter; newspaper critic; researcher, radio or television; correspondent; news analyst; reporter; television news anchorperson.
Since Media Studies is multi-disciplinary almost by definition, and involves developing analytical, communication, and applied skills, it is difficult to predict with certainty where graduates will find employment. However, one category of occupation on the BC Work Futures site (http://www.workfutures.bc.ca/EN/def/occs/512__e1.html) provides a reasonable estimate of opportunities for graduates. The Writing, Translating and Public Relations Professionals category includes media consultants, communications officers, and publicists.
All of these occupations will be found in a variety of professions and industries, and Media Studies graduates are encouraged to develop interests in more than one discipline: education, business, marketing, tourism, hospitality, computing, anthropology, history, creative writing, the arts-all combine with Media Studies to open up employment opportunities.
Further, according to the BC Work Futures Website, in 2000 the average annual earnings for this group was $32,200 (6); almost half of these employees work full time over the whole year and have average annual earnings of $45,200. In addition, for full-time, full-year work, persons working in public relations had higher earnings still with an average of $51,500. Authors and writers, at $37,400 for full-time full-year work, earned the least in this group.
Interestingly enough, while a number of workers in this group are self-employed--with the figure being higher for writers, authors, translators, terminologists and interpreters--the number of those employed in this "very large occupational group increased from 5,710 in 1990 to 11,880 in 2001" (6). In the future, the "employment forecast for public relations professionals calls for growth that is faster than the all-occupation average" with an expected growth of about 1,260 job openings by the year 2008, "50% to accommodate growth in the industry and 50% to replace those due to retire" (6). The demand for financial communications specialists will also increase as a result of the increased presence of investors as shareholders and a requirement for more sophisticated reporting information.
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One might argue that a degree in Media Studies and Communications would be suitable for many management positions, especially if combined with programs in business, economics, and human resource management. The category called Middle and Other Management (NOC 01) includes manager, market research service; telecommunications manager; director, management information systems; web manager; art gallery manager; managing editor; radio programming manager; advertising director; marketing manager.
More specifically, related career opportunities can be found in the broad category of Professional Occupations in Business Services to Management (NOC 1122), a field that is increasingly provided by independent contractors and consultants. Job titles include advertising account executive; promotion specialist; business management consultant; researcher, organization and methods; and operations management.
The growing trend toward globalization and the evolving technical revolution have forced many companies to hire professionals in these fields in order to stay competitive with changing business practices. These factors are contributing greatly to the expected drive in employment growth through to 2008 at a rate much faster than average. As such, employment in these occupations is expected to lead to a "call for 4,170 openings to become available between 1998 and 2008," with "roughly half of these openings (47%)" (6) the result of retirement. The remaining 53% will result from new job openings.
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Example job titles: Marketing analyst; market researcher; marketing consultant; economic development officer; industrial development officer; tourism development officer; social survey researcher; native issues lobbyist; policy consultant, employment equity; labour policy analyst; community development officer; housing policy analyst; social policy researcher; policy analyst, immigration; child welfare policy analyst; consumer advisor; home economist; human rights officer; international aid and development project officer.
This is a promising occupational classification to consider for graduates of a media studies degree, with most government opportunities resulting from retirement rather than new job creation. However, "the government sub-group is expected to see a net loss of jobs over the forecast period" and the "availability of employment will vary among the different occupations within this group." Most openings will occur in "business services, such as consulting firms, business and professional associations, research institutes, non-government organizations and the health and social services sector" (6). Consequently, self-employment is expected to become more prevalent in this occupational group.
Taken together, these occupational groups show stronger than average opportunities for employment, especially in the Lower Mainland and Vancouver Island. The impact of new media/multimedia developments on the national economy-and the general trend to increasing information services and products-means that employers will be looking for people who can combine analytical and applied skills. An understanding of how the media works in society, good communication and computing skills, and a flexible, innovative attitude to problem-solving will prepare graduates for a variety of well-paying occupations, especially as managers, consultants, and analysts. It should be noted, however, that real growth in this classification is coming through self-employment. The proposed BA degree in Media Studies is designed to address this labour market need.
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Example job titles: Illustrator; title artist; commercial artist; medical illustrator; scientific illustrator; layout designer; page designer; graphic artist; advertising designer; animator; art director; web designer.
The Media Studies and Production program at Malaspina has been specifically designed to prepare artists, designers, performers, and writers for their careers as creative individuals (who often have to work in teamwork situations). Our emphasis on the synthesis of theoretical and applied skills responds to an identified demand in the marketplace for graduates with technical skills in computing, strong writing abilities, and an understanding of political economy.
The majority of artists, performers and artisans working in the North American market must be prepared for periods of self-employment; they must be able to promote themselves and market their work through a variety of media; they will require flexibility in attracting contracts; and they will need at least rudimentary understanding of business practices and management. Analysis of the trends suggests this employment group includes specialties that "can expect quite different growth patterns": "For example, the employment growth for interior designers and theatre, fashion, exhibit and other creative designers is much higher than average, while artisans and craftspersons and patternmakers in textile, leather and fur are expected to experience average employment growth" (6).
This group is expected to see an increase of approximately 2,1020 new openings by 2011, "with three in five being new jobs and the other two in five due to retirements" (6).
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Example job titles: Photographers; film and video camera operators; graphic arts and web design technician; audio and video recording technicians (5225); stage manager; casting agent; lighting technician; stage technician; film technician; program coordinator; set dresser; script supervisor; stagehand; production assistant.
Many students think of this occupational group as providing a way into the "making of media" in the performance arts. Overall, these occupations are predicted by the Canadian Occupational Projection System (COPS) to have a much higher growth rate than average: 2.8 % per year to 2011. Growth in BC's film industry is expected to average 10 % a year in the coming years (BC Work Futures), and thus provide an important source of employment for this classification.
To date, "90% of film and television production takes place in the Lower Mainland, but recent provincial funding has allowed for more films to be produced in all regions of the province" (6). Multimedia is a new and growing part of BC's film, video, and sound industries. And while companies tend to be small--with close to half of these enterprises employing 10 or fewer employees--the industry is expected to expand dramatically, thus creating "a need for people trained in new technologies, including video editing, digital sound mixing and special optical effects, as well as for individuals with engineering and design skills" (6).
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Example job titles: Announcers and other broadcasters (5231): traffic reporter; weather reporter; television host/hostess; radio host/hostess; talk show host/hostess; news reader; announcer; sports announcer; broadcaster; disk jockey
Many graduates of media programs aspire to become performers in the mainstream or alternate media. This group will experience faster growth than average at least until 2011 according to BC Work Futures. The Canadian Occupational Projection System (COPS) projects 560 total employment openings to the year 2011 with approximately 4 in 5 expected to result from an increase in retirement. Thus, competition for job opportunities will be very strong as "these fields typically attract many more job seekers than there are openings" (5).
While an increase in "consolidation of radio and television stations, new technology, and the growth of alternative media sources, such as the Internet" reduced the number of openings in this field during the 1990's, the employment forecast for announcers and broadcasters is estimated to grow "much faster than the average for all occupations" (6).
It soon becomes evident that as writing and presentation skills already required in the radio and television industry increase in tandem with new technologies, employees will be required to upgrade their technical and computer skills. Similarly, candidates for positions as announcers or broadcasters will also require more comprehensive skills such as knowledge in the use of consoles and music transmission systems.
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Example job titles: Filmmaker; motion picture producer; director of photography; record producer; film editor; cinematographer; radio producer; television producer; stage director; art director; artistic director; technical director; musician; dancer, actor, visual artist; writer; photographer.
This large and diverse group is comprised of artists and performers in music, dance, film, radio, television, and fine art. Growth is forecast to be 1.9 % per year--1,200 new and replacement jobs-- between 2001 and 2011 (6), a rate of increase much faster than the average of other occupational groups.
Individuals applying for these new job openings will be expected to have exceptional computer skills in order to compete and be able to take on the challenge of a more computerized industry. New digital equipment and techniques will require film editors, film directors and live performance directors to upgrade their skills. Similarly, self-employed composers, conductors and musical directors will find it imperative to upgrade their skills to remain current in this competitive market. "In particular, they need to learn how to manage their careers and market themselves" and will be required to "pay special attention to the business and administrative side of their work" in order to "participate more in decisions about marketing, sales, contract negotiations and copyright" (6).
Musicians and singers are the largest sub-category in this group. "Employment growth, which is expected be 1.7% per year through to 2011, will be faster than the average for all occupations" (6). As with other occupations in this group, musicians and singers will be required to enhance their "skills in self-promotion, career management, administration, accounting, marketing and contract negotiation. They should also be versatile and familiar with the audio technology used in various media" (6).
Technological change has had a profound impact on almost all occupations in the entertainment industry, particularly through the use of digital technologies: "Composers use MIDI (musical instrument digital interface) systems to compose...singers and musicians record their performances using the latest digital technologies...Film, radio and television producers are increasingly dependent on an array of recording, filming and broadcasting technologies" (6). However, the "most dramatic change taking place in the music and film industry is in distribution. E-commerce, the delivery of entertainment products over the Internet and the invention of digital video and music formats, such as DVD and MP3, have revolutionized the way movies and music can be distributed to consumers" (6).
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This analysis of the employment market for graduates of Media Studies and Communications degrees reveals some significant insights for those considering this diverse field of study. While a healthy 20% of graduates will find work directly related to their field of study shortly after graduation, the skills developed have a high degree of transferability to a variety of professions, including self-employment and upper management. Flexibility and ability to innovate become significant employability skills in combination with communication and technical skills.
It is also apparent that media and communications of all types are deeply embedded in political economy-the structure of governance and its interconnection with the economy-and there are many employment opportunities at the interface between the making and marketing of culture with the economy and systems of governance. Significant opportunities in policy development, regulation, coordination, supervision, and promotion exist from local government and non-governmental organizations to the international arena. A degree in Media Studies thus takes on special cogency when combined with studies in other disciplines, from anthropology and business, from global studies to performance.
The key to understanding what makes media studies graduates "most employable" according to the BBC News is their integration of cultural analysis and critical thinking with applied skills in both technology and the traditional communication arts. In many respects, media and communications studies emphasize process and systems thinking, and are constantly looking for content in all the disciplines to assess the realities of our mediated lives. As this report demonstrates, there is much work to be done.
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