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GROWTH IN MEDIA STUDIES
by
Nick Cohen
Media studies -- a subject either mocked or ignored by conventional academics 10 years ago --is sweeping British universities. Nearly 35,000 sixth formers finishing their A-levels this week have applied for degree courses that they hope will get them into television or the press -- far more than have applied for maths, physics or chemistry. To scientists, the success of universities offering to introduce students to everything from music videos to quantitative methods of media analysis is a symbol of the country's change and perhaps its decline. "I wonder if watching the telly stretches the mind," said Peter Saunders, professor of mathematics at King's College, London, whose department has been at the centre of attempts to raise standards of numeracy in Britain. "And I wonder if we should treat students as if they're customers and give them what they want to study. The real cutomer is society. If we forget that we might as well offer courses in beer-drinking. I'm sure they would be popular."
Media studies academics regard such lamentations as cries from the past. They are convinced that study of the media is not just "relevant", to use one of their favourite words, but serious. Their conviction is bolstered by the remarkable popularity of their courses. In 1990, 5,855 people applied for degree courses in media studies, according to the Universities and Colleges Admission Service. Last year, 21,277 applied. This year the numbers have rocketed to 32,862 media studies applicants and a further 12,039 for communication studies courses. The popularity of media studies allows departments to be very choosy. At Loughborough University, where 600 have applie for 34 places, the department demands the equivalent of two Bs and a C at A-level -- grades that would get applicants into many law faculties. The Westminster University school of communications is so over-subscribed that it is moving out of the city and building a £30 million department, the "biggest media studies centre in Europe", in suburban Harrow.
Media studies academics look slightly confused when asked what the point of it all is. Their practical course offer students vocational training in video, radio, periodicals, public relations -- every conceivable branch, in fact, of the media. About three-quarters of students find work. Theoretical courses are served with dollops of Marx, Weber, Brecht, feminism, psychoanalysis and postmodernism. David Cardiff, at Westminster University does not have a problem with the intellectual relevance of media studies: "They are justas important as English literature and probably more directly important in the modern world."
From the Independent on Sunday, 25 June 1995