Dean’s Report 2024
As we reflect on another year of relentless change and adaptation, it’s clear that USC Annenberg leads with excellence.
Experiential learning programs like Maymester connect academe and industry.
Our continued success is firmly rooted in the core pillars that support our mission: driving academic innovation in teaching and scholarship, expanding critical conversations and impact, strengthening our partnerships across academe and industry, and increasing access and opportunity for our school community. Together, we are shaping the future of our fields and disciplines and using them to better our world.
Willow Bay
Dean, USC Annenberg School for Communication and Journalism
Walter H. Annenberg Chair in Communication
Classroom and Beyond
Power, players and platforms
USC Annenberg and USC Marshall design a new course that provides a multi-disciplinary, 360-degree examination of the modern sports landscape.
Best of the best
Lauding graduates’ track record of success, PRWeek names USC Annenberg Public Relations top program in the U.S.
Tech and truth
USC Annenberg and Scripps Howard Fund launch open-source investigative journalism program.
Bridging the gap
PR master’s students Fernando Cienfuegos and Samantha Carpintero share a behind-the-scenes glimpse into the collaborative USC Annenberg X ACC Think Tank research course that connects brands and Gen Z.
An appetite for storytelling
Master’s student and veteran podcaster Daniella Lake selected as GRoW @ Annenberg scholar.
Publications
Quantifying Networked Influence: How Much Do Disinformation Spreaders’ Networks Drive Their Public Engagement Outcomes?
Advancing Industry
Next level sports
Inaugural USC conference looks ahead to the future of sports, media and business at Intuit Dome
‘There’s only one of you’
Michael Chavez Booth ’12, Seeing ME in the MEdia Executive in Residence, encourages students to lean into their personal brands.
AI Activated
The Center for Public Relations’ annual Relevance Report highlights how AI is reshaping the PR industry, driving innovation in storytelling, efficiency and data-driven insights.
Critical Conversations
Industry leaders, scholars and cultural icons — including actress and activist Jane Fonda; Microsoft’s Vice President of Communications Strategy Steve Clayton; artist, actor, author and activist Common; and Spotify’s Chief Public Affairs Officer Dustee Jenkins — converged at USC Annenberg for compelling discussions across the communication, journalism and public relations landscapes. We designed innovative career transition programs for Major League Soccer and the U.S. Women’s National Team Players Association athletes as they consider opportunities in media and broadcasting as well as joined with Fanatics to accelerate professional athletes’ shift into business careers. Chair in Cross-Cultural Communication and Vice Provost for the Arts Josh Kun curated Quantum Vibrations as part of the region-wide Getty initiative PST ART: Art & Science Collide. The Center on Communication Leadership and Policy extended their work across the country, hosting roundtable conversations on politics, media and society at the 2024 national conventions.
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career development events offered, including Industry Nights, connecting students with professionals in the advertising, entertainment, lifestyle, journalism, public relations, and technology fields.
Research and Impact
Removing barriers
Stacy L. Smith’s Proof of Concept Accelerator supports 11 projects in its inaugural year.
Innovators of tomorrow
USC – IG Codesign Scholars program offers underrepresented students from L.A. schools an opportunity to improve social media’s mental health impact on young people.
Big transitions
The Center for Climate Journalism and Communication debuts the “Electric Futures” podcast series to explore the global energy sector’s shift to renewable energy sources.
Voices of a movement
The Charlotta Bass Journalism and Justice Lab unveils an interactive interview with author and activist Ilyasah Shabazz, daughter of Malcolm X, from its Voices of a Movement series.
Native visibility in entertainment
The Norman Lear Center’s Media Impact Project, together with IllumiNative, finds improvements in on-screen portrayals, but also highlights a need for better representation of Native talent behind the scenes.
Evolving understanding
AI for Media & Storytelling (AIMS), an initiative of USC’s Center for Generative AI and Society led by USC Annenberg and the USC School of Cinematic Arts, supports new interdisciplinary research groups investigating vital issues like synthetic journalism and AI text companions for wellness.
By the Numbers
Spaces for Our Future
The Annenberg School for Communications (ASC) building’s newly renovated auditorium opened this fall, now offering one of the university’s largest classroom and event spaces. Instructors and students in seven classes were among the first to use features such as a multi-camera broadcast system and automation tools that support media presentations, remote guest lectures, and streaming. In addition, the LED cinema display and surround sound system make it one of the most advanced screening venues in Southern California. The project is part of a capital campaign, launched with a $10-million gift from the Annenberg Foundation, aimed at transforming ASC’s signature spaces into dynamic hubs that propel students’ success, further groundbreaking research, and encourage new partnerships and initiatives. See the auditorium transformation and make your gift to the ASC renovation fund here.