The Rare Skill That Students Need To Thrive In Media Literacy Careers

Last month, I had the pleasure of meeting Penn State students exploring career opportunities at the Success in the City and JobExpo.Comm career fairs in New York City and State College, Pennsylvania. Together, the events brought out over 550 students, many of whom were actively seeking ways to connect their academic interests with meaningful work in media and education.

Many students approached the Lab eager to talk about the importance of helping people navigate today’s media environment. Several shared personal stories about parents who work as teachers and the challenges they face in classrooms with limited institutional support for teaching media literacy. 

Others reflected on their own experiences growing up as digital natives and how those experiences shaped their interest in the field. At the same time, many students were surprised to learn that there are established initiatives, organizations, and career pathways dedicated to advancing media literacy. 

While the awareness of these issues and motivation to act were clearly present, students often seemed unsure of how to translate that passion into concrete professional opportunities.

One particularly memorable exchange came from a Penn State advertising professor who attended as a chaperone. She asked what skills students seemed to be missing when preparing for work in this space. While many students demonstrated strong writing ability and genuine commitment to media literacy, I noted that a rarer—and highly valuable—skill is the ability to analyze media research and translate it for broader audiences. The field needs professionals who can interpret complex research, pedagogy, and policy, and turn those insights into accessible content that educators can quickly understand and apply in their classrooms.

Overall, we met many thoughtful and motivated young people who are eager to contribute fresh perspectives to media education. Their curiosity and enthusiasm underscore both the growing interest in media literacy and the need for clearer pathways to help emerging professionals turn that interest into impactful work. 

We’re grateful to Robert Martin, Julie Miller, Topher Yorks, Renee Kennedy, and Alison Stephens for the opportunity to participate in these events and connect with the next generation of media literacy advocates.