ABSTRACT
This chapter focuses on life beyond mass communication theory and research, beyond the classroom, to focus on what students need to do and accomplish in order to be successful graduates. It covers an overview of the new media business environment, planning for student career in the mass media, concerns about media law for the new media professional and considering ethics in a new media environment. Changing business models for media are another topic many students ignore at their peril. Historically, print and broadcast media made most of their money from advertising, which provided the revenue to pay for production of high-quality content whether news or entertainment. Campus can be a great place to start student career as a media professional. More students might get on-campus jobs in the college communications office, working directly under media professionals. The chapter also presents some closing thoughts on the key concepts discussed in the preceding chapters of this book.
