(What the Duck)

Northwestern University’s Medill School of Journalism will soon unveil their new multimedia curriculum. The move is not without criticism. School Dean, John Lavine, has emphasized marketing as part of the new curriculum, a move that has irked many journalists, faculty, and students. I agree, we have to be very careful that we keep the newsroom separate from advertising and marketing. The new curriculum is a good idea, and many schools, including mine, are starting to emphasize blogging, internet video, podcasting, etc. as viable and necessary parts of today’s media. But we also need make sure the emphasis is on solid journalism, with the technology as just another delivery tool.

Journalism Dean at Northwestern U. Develops Curriculum With Increased Emphasis on Multimedia and Marketing
By KATHERINE MANGAN, Chronicle of Higher Education

At a time when newspaper readership is steadily declining and many readers are bouncing from blogs to Internet video to get their news, the new approach will send student reporters out into the field with video iPods and digital camcorders, as well as spiral notebooks. The most controversial change, though, is the increased emphasis on marketing. This fall, lessons in audience behavior and motivation will be taught alongside drills in crafting leads and meeting deadlines. Students will be encouraged to connect with readers by writing out of storefront newsrooms in diverse Chicago neighborhoods.