A New Journey Begins
Annenberg’s story at the University of Pennsylvania started with professional education. When the School opened its doors in 1954, its very first offering was a Master’s in Communication — a program that, for nearly half a century, trained students who went on to thrive in business, media, nonprofit leadership and academia. The program was last offered in 2000, but its spirit never left the School.
Now, 25 years later, Annenberg is reimagining this legacy for a new era.
“Our goal with the new Master of Communication and Media Industries (MCMI) is to cultivate leaders who are not only prepared to navigate today’s dynamic media industries, but who also think expansively, ethically and globally about their future,” said Sarah Banet-Weiser, Dean of the Annenberg School for Communication. “By bridging theoretical inquiry with professional practice, we are shaping the future of media leadership.”
Rooted in Annenberg’s tradition of academic excellence and public impact, this master’s program will offer a blend of rigorous research, critical inquiry and applied practice to address current challenges and innovations in the media ecosystem. It will give students the tools to thrive in a wide range of careers across the media industry, from strategic communication and journalism to media analytics and content development.
As Annenberg prepares to open applications for the inaugural class in the fall, Aswin Punathambekar, Associate Dean for the Master’s Program, is leading the course development. “The curriculum is designed to resonate with both seasoned and early career industry professionals and students interested in the media industries, and our goal is to give them the analytic and methodological tools they need to navigate a fast-paced media world,” he explained.
At the heart of the curriculum will be two core courses introducing key theories, frameworks, and methods for understanding the workings of various communication and media industries. Students will then take electives to delve deeper into specific topics, develop an original case study as part of the research capstone and present their work to a panel of industry leaders. Core courses and electives will help students apply a range of humanistic and social scientific theories, concepts and methods to the everyday operations of media industries around the world, while the proseminar and capstone project will provide the space for experimenting and developing ideas that can transform the media world.
“Above all, we are committed to an ethically and critically engaged approach to the study and production of media,” added Punathambekar.
A connection with the industry and the renowned Annenberg alumni is a defining feature of the master’s program. Amanda Lotz, professor at Queensland University of Technology, is working with Punathambekar to shape the course of study, and both are intent on weaving Annenberg’s strong alumni network into the curriculum.
“Annenberg has an incredible community of graduates who remain deeply connected to the School,” Lotz noted. “We want to bring them into the classroom as thought partners, mentors and collaborators, so the students are learning in conversation with leaders in the field they are about to enter.”
One of those alumni is Randi Michel, head of the New York office of management-production company Artists First. Michel began her career in the William Morris Agency mailroom, rose to become a partner at talent and media agency WME, and now serves as a manager and producer. Her trajectory reflects the kind of career pathways MCMI hopes to prepare students for, and she is already helping to shape its development.
Students will have opportunities throughout their studies to learn directly from leaders like Michel, as well as from other experts in the media and entertainment industries. These interactions will deepen classroom learning while opening doors to future careers.
“Annenberg helped me find my place in the industry, and I’ve never looked back,” said Michel. “I want to give back and make sure that the next generation of students has the same opportunities.”
When the first cohort arrives in fall 2026, its students will form an intentionally small, tight-knit community — one that will facilitate mentorship, collaboration and individualized academic support, preparing its graduates to thrive in the fast-moving and globally connected media world of the decades ahead.
