In addition to the four bachelor's degrees in communication already offered by Universidad ORT Uruguay, a new program will be launched shortly to train professionals in digital content.
The goal is to train communicators who can develop digital products using new technologies and web marketing strategies, with a strong presence on social media. “In the analog era, the focus of communication was on the transmission of information; now, in the digital era, the key to communication lies in the production of digital content,” summarizes the dean of the School of Communication and Design, engineer Eduardo Hipogrosso, who spoke with In situ about this innovative university program.
What will this new degree program entail?
There are two traditional qualities shared by all communication graduates from Universidad ORT Uruguay: first, strong writing skills, and second, a commitment to critical thinking. For those specializing in Digital Content, this is complemented by technological expertise in this multifaceted field, encompassing audiovisual media, corporate communication, journalism, and advertising.
They will master theoretical and practical tools in the digital field, as well as the skills needed to apply them in content communication.
How do communication and design courses come together in the training of this professional?
Rather than a merger, we believe it is a convergence of skills: traditionally, these have been communication-related fields, and now they are being complemented by others from the field of design.
We don’t expect digital content creators to take over the work of designers, but we do expect them to be able to apply their knowledge to work alongside digital design specialists. At a basic level, they will certainly be able to carry out tasks related to digital design.
How will the bachelor's degree program be structured?
With the emergence of new technologies, communication curricula have gradually incorporated various aspects of digital literacy.
However, we now need to consider how to integrate a technological perspective into a discipline with a humanistic tradition. In this regard, starting in the third year, the program will shift its focus entirely toward digital content. For example, the inclusion of a marketing track necessarily involves addressing interactive marketing, leveraging the potential of online campaigns or “viral marketing.”
We believe that while we are keeping up with the times, we still emphasize the traditional aspects of these fields. This is also true in journalism, which now encompasses digital journalism, and certainly in corporate communications, where new technologies are shaping companies’ internal and external communications.
The third year concludes with specialized training in design tools for web development and techniques for creative image processing.
In this regard, this communicator develops skills that go beyond their traditional training: they will be equipped to work as an independent professional, with a high degree of autonomy in producing digital content, without having to rely on third parties.
The fourth year of the program focuses on the integration of audiovisual technologies. While students begin with traditional methods, they move toward digital applications; this is particularly true in photography, where platforms and editing processes have evolved. Production in this field will likely find its primary distribution channel on the web, though other platforms such as smartphones, video game consoles, or DVDs may also serve as distribution channels.
The final year is designed to focus on entrepreneurship: students will be equipped with the tools they need to unleash their creativity in developing projects and to learn how to manage them. In addition, during this year, they will participate in professional internships that will connect them with the digital industry, where they may also have the opportunity to undertake internships.
Finally, the final project can be completed in one of two ways: as a research paper resulting from academic reflection, or as a digital project, developed from its basic objectives through to its implementation.
What role will social media play in the program?
Social media communication is a key component of the third year of the bachelor’s degree program. This is where students develop expertise in community management, including training to become a community manager, as well as the creation of social media projects and strategies that can be applied in business, advertising, or journalism.
These graduates will be familiar with the areas of application for new technologies, understand how social media and online communities work and their potential, and have a basic understanding of digital communication laws—including copyright, privacy, Creative Commons, and related topics.
How do you envision these new professionals entering the workforce? In what fields or sectors will they be qualified to work?
Even with just an associate's degree in Digital Content Communication, these professionals will be in high demand.
For example, in journalism, they can work as writers or editors, but also produce multimedia content, incorporating audiovisual, graphic design, and animation tools. In the field of audiovisual communication, they will master both digital recording and editing as well as post-production.
In organizations and companies, digital content communicators will contribute their expertise in online marketing and advertising. Their knowledge of social media and the responsibilities of a community manager put them in a unique position to develop social media campaigns.
He will also be qualified in web development, primarily in content management, SEO (Search Engine Optimization) consulting, and traffic analysis.
You can also apply your expertise in the design and development of video game content for both the web and smartphones.
What role do social media play in communication? Do you think they are replacing traditional media?
To get an idea of the importance of social media, it’s enough to note that the latest “Profile of the Uruguayan Internet User ” shows that social media has overtaken email.
However, I don’t think we should talk about the “displacement” of traditional media; rather, we should emphasize the importance of integrating new technologies and social media into traditional media.
There is no doubt that social media is now used in traditional media campaigns both as a communication channel and as a way to measure the success of those campaigns.
In that regard, how important is it for companies, brands, products, and even universities to have a presence on social media?
The issue is no longer about what is important and what is not. All of these companies, brands, products, and universities are on social media. And those who work in social media can play a very important role in listening to “what is being said” about them.
Today, online reputation is something companies must manage carefully, as it can either enhance or damage their brand. This should not be left to non-professionals; rather, given the importance and cost involved, it requires careful attention: managing it is a task for a professional trained in this field.