Crossing Cross-Platform

Abstract

National survey of college mass communication students ( N = 247) analyzed attitudes on the teaching of print and electronic media skills, using journalism students as comparison group. Previous research had not explored strategic communication student responses to convergence. Found identity variables within public relations (PR) field related to preference for web skills, as well as other strategic communication skills, but no such link among advertising students. Advertising students were most open to web skills overall, and PR students least.