| | 8 January 2017HIGHERReviewIN MY VIEWMedia Education: Demanding yet ChallengingBy Dr. Nandini Lakshmikantha, Director & Professor, School of Communication, Manipal University Technological revolution has brought tremendous change in the overall pattern of life. Competition being the cue word, the success of a company or an individual largely rests on the communication skills while reaching out the target audience. To keep public ­ both internal and external informed, various channels are utilized by both public and private companies. This change has obviously reflected on the employment opportunities for a media, who traditionally aimed to slip into the shoes of a journalist in a leading newspaper or a television channel. Globalization, Liberalization and Privatization embed with technological advances in the field of telecommuni-cation changed the entire status of media and the concept of employment related to media. The insurgence of pri-vate channels and the competition faced for the surviv-al not only increased competition between the channels but also need for people who can fill the dearth for cre-ative content. Past two decades also saw a tremendous growth in seekers through online. On the third front, a highly competitive corporate world developed, which came with a concept of global marketing. When mi-grating hired employees became common, keeping them informed and educated about the company was felt es-sential by the management thus creating space for Cor-porate Communicators, who handled the internal public largely efficiently. The expansion in today's social media and the de-pendency of people on it has completely changed overall perception of people. Be it projection of an individual or a political party or a company, there appears a huge de-mand for an expert who can not only communicate, but also strategically think before communicating with the outside world. In simple words, we observe that the pos-sibilities, which a media student can explore today have become innumerable and there is an obvious switch over from the role of a journalist for a person with good writ-ing skills to a strategic thinker with a creative mind. She is the Director and Professor at School of Communication, Manipal University, Manipal. Her current responsibilities include teaching, research and administration. She has been a faculty member of Sheshadripuram College, Acharya Institute of Graduate Studies and Manipal University, Bangalore in her experiences. Her expertise includes Status of Media and Current Affairs, Media Laws and Ethics and Marketing Research.Dr. Nandini Lakshmikantha Today, a media graduate can find placement in various positions. They work as business analysts, content developers, web designers, online journalists, advertising, marketing, music managers or RJs in a radio channel, involve themselves in documentary or film production and have many employment options.
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