ABSTRACT
This chapter first considers popular representations and government policy that provide the wider context for enterprise education. It examines how higher education students encounter and engage with media enterprise within their university courses. The chapter focuses on the author's experiences in teaching within and researching Artswork Media, a simulated work-based learning environment. Artswork Media is considered in relation to other media enterprise education initiatives to identify where the defining themes, priorities and approaches around professionalism are employed more widely. The chapter explores the emerging digital media technologies and platforms that may shape future media education agendas and initiatives, in evaluating the 'real-world' approach to becoming professional media entrepreneurs. Media education holds a fascinating position for exploring with students what their entrepreneurial futures might look like. The chapter explores two areas of debate in which 'critical analytical capabilities' might be put to use in exploring the very conditions and possibilities of media enterprise.
