Employer perceptions of the Contemporary Media and Journalism program at the University of South Dakota

This study explored the perceptions held by journalism and mass communication employers regarding how well The University of South Dakota prepares undergraduate students for the professional environment. Also investigated were current trends in journalism education programs. A convenience sampling design was used to send a 29 item questionnaire to 388 employers. Statistical analyses obtained from the responses to the items on the questionnaire revealed no statistically significant differences when comparing the employer perceptions based upon the type and size of organization.;Other findings and conclusions of the study included the following. The group deemed business ethics (M = 4.73) and listening skills (M = 4.66) to be the most important skills desired of college graduates. The major perceived strength of this university was the quality of its faculty, facilities, and organizations. The employers were most satisfied with the graduates knowledge of word processing software (M = 4.09), ability to adapt to rapidly changing technologies (M = 4.06), and business ethics (M = 4.06). Lack of real world experience was the major factor perceived by employers to be lacking in graduates of this institution. Overall, the graduates were rated somewhat comparably with graduates of other institutions of higher education (M = 3.23).;Conclusions of this dissertation included the following. Success in academic programs may not be a good predictor of success in the real world. Graduates of media and journalism schools often enter the work force unprepared with the competencies and experiences needed to apply the academic theories learned in a classroom setting to real-life situations. Business ethics and listening skills are perceived by employers to be major factors in determining the success of college graduates in the work environment. The media and journalism community is open to collaborative efforts with institutions of higher education. Graduates of this institution are comparable to graduates of other institutes of higher learning within a four-state region. The type and size of organization does not appear to influence employers' satisfaction with graduates of this institution.