"Storytelling -- visual, textual, and interactive -- is at the core of a 'journalism' curriculum.
Also, it's important to include a broad understanding of the publishing and emerging social media models in the context of civic engagement.
"However, the resulting curriculum may not be a journalism 'major' as has been traditionally defined -- where we produce broadcasters, print journalists and the like. But we could allow our students much more self-direction in the major. This reflects how our audiences create and extract their own meaning from our content.
"Yes, business knowledge (including entrepreneurial skills and marketing) would be included in this mix.
Another component might infuse 'engagement skills' such as
- building communities,
- generating conversations and action whether online, in print or in person.
But, ultimately, our students would be in a better position to lead innovation in and outside the industry."
SOURCE: http://www.poynter.org/column.asp?id=31&aid=154559