New Name, Refined Curriculum at RIT
To keep up with advancing technology, economic shifts and cultural changes, the School of Print Media at the Rochester Institute of Technology (RIT) is changing its name to the School of Media Sciences. At the same time, RIT is adapting and refining programs to provide emerging professionals with the knowledge and skills necessary to become successful leaders.
“This new, strategic shift will leverage our respected and historic foundation in print media to incorporate a ‘print-plus’ approach, that includes insights and understanding in the areas of the Web, mobile and social media, complementing the precision and technical understanding of the printing industry,” says Chris Bondy, administrative chair of RIT’s School of Media Sciences. “Students will emerge from the School of Media Sciences as media architects acquiring skills to lead cross-media communications environments, both from a technical and operational perspective.
“The expansive use and sharing of information and content through the digital world has created a shift in the communication and technology industries,” continues Bondy. “Students must understand how content and data originates, and how to apply effective content management skills to reach audiences that range from one person to millions, through a single venue or through multiple venues.”
In addition to a more expansive cross-media graphic communications curriculum, RIT's media arts and technology curriculum has been updated to include areas of study including cross-media workflow, digital asset management and database publishing. Future plans include the addition of a minor in the area of package printing, and a masters of science in media arts and technology.
Changing the name of the School of Print Media to the School of Media Sciences will more accurately reflect the integration of arts and sciences as they relate to the use of integrated cross-media communications. RIT is adapting and aiding in the transformation of traditional print-centric operations into successful cross-functional solutions of future.
“Communication is now multi-media. Marketing is now multi-channel," notes Frank Romano, RIT professor emeritus. "RIT has re-invented itself to provide the skills needed for a new generation of publishing and promotion professionals.”