SCHOOL OF COMMUNICATION AND JOURNALISM
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USC ANNENBERG
This is POINT A Where pathways to the future of communication, journalism, public diplomacy and public relations are being shaped.
Internationally renowned for its scholarship, teaching and professional practice, the University of Southern California’s Annenberg School for Communication and Journalism is deeply connected to the cultural, media, technology, sports and entertainment centers of Los Angeles.
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Mission
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Academic Programs
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Faculty
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Media and Technology 14 Los Angeles
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Outcomes
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Facts and Next Steps 32
USC ANNENBERG
Associate Professor of Journalism and Sociology Ben Carrington teaches graduate and undergraduate courses on the politics of sports, cultural sociology and postcolonial theory.
You will thrive in a rigorous academic environment that positions you at the forefront of best practice, thought leadership and emerging research in our fields.
You will study and work in the company of talented faculty, mentors and peers who reflect the broad diversity of the world you are preparing to transform.
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MISSION
USC Annenberg’s mission — to be of service to all people — guides everything you will experience here. “ Can you imagine a time when communication was more central? When the use of language, the creation and dissemination of messages, and the ability to engage with diverse audiences were more critical? Or when press freedoms and the role of that press in covering our most significant institutions were more under siege? This is the moment to be pursuing an education in communication, journalism and public relations.” — Willow Bay | Dean, USC Annenberg School for Communication and Journalism
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USC ANNENBERG
We are preparing the next generation of scholars and professionals to inquire, innovate and lead at the global crossroads of media and culture.
You will advance your career trajectory by building connections throughout our network of expert scholars and industry leaders — made possible by the global reach of Los Angeles.
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MISSION
A foundation in professional ethics and communication fundamentals — qualities and skills that have never been more necessary — will place you in high demand.
Our state-of-the-art facilities will give you an edge as you learn to become fluent, nimble and adaptive to evolutions in media and technology.
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USC ANNENBERG
Graduate Degree Programs Our graduate programs bring enterprising students together with leading scholars and practitioners for research and collaboration that prepare them to shape and lead the future of these disciplines.
MASTER’S
Digital Social Media (MS) Learn the theory, practice and strategic mindset that are essential for developing and managing social media platforms, digital media, apps and online communities.
Global Communication (MA) Examine the transformational role of communication and media in our globalizing world from two media capitals — London and Los Angeles — while earning master’s degrees from USC and the London School of Economics.
Communication Management (MCG) Build a foundation in theory and applied research to design and execute effective communication strategies and tactics across a range of business functions.
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Journalism (MS) Develop into a deadlinedriven multimedia journalist producing cross-platform stories in a converged news environment.
Public Diplomacy (MPD) Understand how governments and non-state actors use media and communication to shape public opinion, international relations and public diplomacy for domestic and global audiences.
ACADEMIC PROGRAMS
PHD Communication (PhD) Learn cutting-edge theory and research methodologies through rigorous classes and independent and collaborative research projects as you prepare for careers in academia, industry, government and NGOs.
Public Relations and Advertising (MA) Prepare to advocate on behalf of a person, brand or organization by executing strategies informed by audience insights, and producing multiplatform storytelling grounded in ethical frameworks and data intelligence.
Specialized Journalism (MA) Produce high-level, long-form reporting grounded in content-area expertise developed by taking courses across the university.
Specialized Journalism (The Arts) (MA) Learn to report on and magnify the arts and food as critical aspects of culture while building multimedia journalism skills.
Communication Data Science (MS) (with USC Viterbi School of Engineering) Develop the skills to uniquely connect the communication, media and technology industries by applying communication theory to “big data” projects.
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USC ANNENBERG
SCHOOL OF COMMUNICATION AND JOURNALISM
Undergraduate Majors USC Annenberg brings the study of communication, journalism and public relations together under one roof. Undergraduate students have the opportunity to gain exposure to rich and diverse curricula.
COMMUNICATION (BA) Gain a theoretical framework and critical understanding for how messages — from interpersonal to mass media — are informed, created, distributed and consumed.
PUBLIC RELATIONS (BA) From developing brand messages to establishing a content strategy to implementing social media campaigns, learn how to advocate on behalf of a person, brand or organization.
JOURNALISM (BA) Guided by rigorous journalistic and ethical standards, report, write and produce news stories across platforms — while harnessing emerging technologies.
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USC ANNENBERG
Our Faculty USC Annenberg is home to the finest scholars, researchers, practitioners and educators in their fields. Our faculty members are drawn by the opportunity to create new knowledge, collaborate with outstanding peers, guide the most promising minds, and engage in leadingedge conversations that impact the present and future of intellectual discourse and professional practice.
Director of the Institute for Diversity and Empowerment at Annenberg (IDEA) and Associate Professor of Communication Taj Frazier examines histories and current-day dynamics of race and gender, cultural traffic and contact, urban culture and life, and popular culture.
Scholars and Practitioners Here are some examples of how our faculty have defined the contours of their fields and professions: ► Amara Aguilar — Tow-Knight Disruptive Education Fellow who helped students create the Latinx media brand Dímelo, which provides bilingual content to Snapchat.
► Christina Bellantoni — former leader of the Los Angeles Times’ California politics team that expanded and earned statewide recognition for innovative political coverage.
► Hector Amaya — the transnationalism scholar explores how drug violence in Mexico has captured imaginations and led to new forms of participation in public culture in his book, Trafficking: Narcoculture in Mexico and the United States.
► Ben Carrington — examines the mass media and sports as a way to understand key sociological dimensions of everyday life.
► Clarissa Beyah — communications executive, educator and nonprofit founder with more than 25 years of global experience leading communication organizations at some of the world’s largest companies. ► Mike Ananny — founding member of the research staff at Media Lab Europe and leading scholar on the intersections of journalism practice and technology design. ► Robert Banks — brings his extensive experience as a U.S. Foreign Service officer to his public diplomacy courses. ► François Bar and Hernan Galperin — investigate the potential of information technology for economic, social and cultural development in Los Angeles. ► Daniela Baroffio — examines the potential for social change and advocacy in entertainment, media and marketing with a focus on the possibilities and limitations posed by the current political economy. 10
► Laura Castañeda — one of Crain’s NewsPro magazine’s 10 journalism educators who is “making a difference.” ► Manuel Castells — one of the world’s most cited social science and communication scholars, and currently serving as Spain’s minister of universities, has written more than 25 books on the information society, communication and globalization. ► David Craig — explores social media entertainment and how creators, influencers and entrepreneurs harness platforms to aggregate and engage global online communities for commercial and cultural value. ► Christina Dunbar-Hester — winner of the McGannon Award for Social and Ethical Relevance in Communications Technology Research. ► Jennifer Floto — brings her corporate and agency experience with clients such as Acura and Mattel to her PR courses. ► Taj Frazier — assesses the possibilities and limits of Cold War China for Black radicals in his book The East is Black.
FACULTY
Adjunct Faculty Their front-line perspectives add powerful, real-time insights to their teaching. A few examples of adjunct faculty’s positions from our 2019-20 academic year include: ► Chief Operating Officer, Van Dyk Health Care ► Writer and Producer, NBC4 Southern California ► Vice President of Marketing and Communications, Boingo Wireless ► Chief Executive Officer, Deutsch Los Angeles ► Global Head of Gaming Partnerships, Twitter ► Investigative Reporter, CNN ► Senior Director of Communications and Heritage, Los Angeles Kings Assistant Professor of Journalism Eunjin “Anna” Kim brings her expertise in the process and consequences of storytelling in advertising to teach introductory and advanced research methods courses in PR.
► Vice President of Communications and Public Relations, LA 2028 ► Sports Analyst, Fox Sports 1 ► Vice President of Global Talent Management and Corporate Talent Development, Discovery, Inc.
►R obert Hernandez — his JOVRNALISM class partnered with the Desert Sun to win the Online News Association’s prestigious PRO-AM Student Award.
► Lisa Pecot-Hébert — critical-cultural trained scholar with teaching interests in multimedia journalism, gender and body image, and broadcast production.
► T homas Hollihan — publishes in the areas of argumentation, political communication, media diplomacy and contemporary rhetorical criticism.
► Allissa Richardson — the author of Bearing Witness While Black: African Americans, Smartphones and the New Protest #Journalism studies how marginalized communities use mobile and social media to produce innovative forms of journalism.
►H enry Jenkins — founder of transmedia studies and author of the influential book Convergence Culture. He coined the phrase “networked societies.” ► Gabriel Kahn — creator of Crosstown, a data-journalism project that quantifies, analyzes, visualizes and reports on crime, traffic and health issues affecting Los Angeles communities. ►R obert Kozinets — creator of the netnography method, which adapts the anthropological approach of ethnography to the understanding of digital communication networks. ► Josh Kun — MacArthur Fellow exploring the ways in which the arts and popular culture are conduits for cross-cultural exchange. ► Lynn Miller — principal investigator using virtual interactive and gaming technologies to study, predict and reduce risky decision making for high-risk, diverse, communitybased populations.
► Patricia Riley — researches the role of communication and information technologies in organizational change and transformation, including helping government entities develop and evaluate virtual training. ► Stacy Smith — focuses on issues of diversity, bias and inequality in the entertainment industries. She developed the “inclusion rider.” ► Burghardt Tenderich — created a methodology for developing transmedia branding campaigns to engage audiences. ► Sandy Tolan — radio and print journalist, who is the bestselling author of The Lemon Tree, an acclaimed history of the Israeli-Palestinian conflict. ► Jian “Jay” Wang — scholar on the role of communication in the contemporary process of globalization and co-editor of Debating Public Diplomacy: Now and Next. 11
USC ANNENBERG
For USC Annenberg faculty, mentorship means building relationships that extend beyond the classroom, whether sitting down with a student to edit video or meeting over coffee to discuss theory. It means being available — to provide feedback on a paper, discuss research methodology, or brainstorm experiences that will help students channel ideas into action.
Public relations students at the media center’s PR desk receive expert training on social media monitoring tools from Professor of Professional Practice Matthew LeVeque.
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FACULTY
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USC ANNENBERG
Embracing Technology USC Annenberg’s leadership in educating students with the most current tools and technologies is evident throughout our curriculum, collaboration and production spaces.
Associate Professor of Professional Practice Robert Hernandez and his JOVRNALISM storytelling team have captured 360-degree video and produced award-winning immersive experiences for The New York Times, NPR, NBC, USA Today and others.
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With opportunities to explore technologies that shape contemporary experience, USC Annenberg’s curriculum prepares students for flexibility as their industries continue to shift and evolve.
MEDIA AND TECHNOLOGY
The center of Wallis Annenberg Hall features a forum space to convene for conversations with expert scholars, industry leaders and cultural icons.
USC Annenberg students have access to Adobe Creative Suite. Our creative makerspace, the Digital Lounge, offers tutorials, workshops, speakers and certification courses.
T he Annenberg Innovation Lab is a think tank designed to bring together individuals from different industries and points of view to address challenges at the intersection of media, technology, culture and society.
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USC ANNENBERG
USC Annenberg’s Media Center brings students of every discipline together for firsthand experience with reporting, distributing and analyzing stories. The 20,000-square-foot media center, often referred to as the “heartbeat” of Wallis Annenberg Hall, is a unique newsroom, classroom, incubator, and content and data hub that provides an unsurpassed opportunity for experiential learning.
► Check out uscannenbergmedia.com, our digital home for student-produced media — from radio to TV to our digital magazine, Neon. ► Visit annenberg.usc.edu/mediacenter for more information about the facilities as well as a video tour.
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MEDIA AND TECHNOLOGY
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USC ANNENBERG
“
Los Angeles is a city that reflects what the world looks like today, and how America will look tomorrow. In this new century, L.A. will be where the world looks for inspiration, new ideas and strong leadership that redefines how people everywhere can work, grow and prosper together.
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—Los Angeles Mayor Eric Garcetti
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LOS ANGELES
4,800
38
%
of L.A. residents were born outside the United States
tech-based companies
+ 100
museums, including The Broad Center and Natural History Museum of Los Angeles
1 in 6
1 in 2
10.1
Home to people from more than
L.A. residents works in a creative industry
More than
MILLION PEOPLE
L.A. County residents speak a language other than English at home
140 COUNTRIES
live in L.A. County
Number of theatrical productions in L.A. each year:
+ 1,500
Los Angeles has
MORE MUSEUMS PER CAPITA than any other city in the world
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USC ANNENBERG
A City for the 21st Century Los Angeles’ workforce supports booming technology, media, entertainment and sports industries. This convergence draws prominent scholars and industry leaders to USC Annenberg, where the depth of your education is amplified through the professional perspectives and knowledge of others.
LOS ANGELES
Celine Carrasco Miami, Florida BA in Communication
“ Studying in Los Angeles was integral to my career development. I benefited from invaluable opportunities to pursue a range of internships and network with industry professionals.”
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FINISH
Starts position as an acquisitions analyst at Acceleration in Los Angeles
Graduates high school with highest honors
Earns BA, with focus on social media analytics and communication and mass media Earns associate’s degree while still in high school
Analyzes the year’s top 100 grossing films with the Annenberg Inclusion Initiative for variables demonstrating the representation of diverse populations as part of the research practicum
Serves as Annenberg Admissions Ambassador
Enrolls at USC Annenberg
Becomes a first-year student mentor
Creates social media campaign to raise awareness of multiculturalism at USC Annenberg
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USC ANNENBERG
For All People Los Angeles is home to people from more than 140 countries, speakers of 220 languages and a rich collection of multicultural neighborhoods. USC Annenberg’s location in the heart of L.A. allows our faculty and students to engage with this dynamic city as a laboratory for scholarship and professional practice.
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LOS ANGELES
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USC ANNENBERG
USC Annenberg graduates are in demand. They enter the workforce equipped to solve problems, recognize opportunities and develop innovative solutions.
We prepare you for long-term success by providing: ► Knowledge and skills that will allow you to adapt ► Mentorship and guidance from leading figures in your field ► Conversations and collaborations with extraordinary peers — who will be tomorrow’s leaders ► Access to a global network of alumni ► Expertise on the leading edge of emerging tech ► Foundation in professional ethics 24
OUTCOMES
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USC ANNENBERG
Guiding Career Paths USC Annenberg’s Career Development office builds dynamic relationships with the companies, organizations and industries that employ USC Annenberg graduates.
Central to the USC Annenberg mission is one-on-one counseling with professional advisers and other activities, such as:
Recent Career Development events:
► Career development and recruitment events
Careers in Sports, alumni panel
► Job shadowing program ► Résumé writing workshops ► Two annual internship and job fairs ► Career Treks professional development outings into Los Angeles (Hulu, YouTube, Universal Studios were recent destinations) ► A two-week Maymester program
Developing Your Personal Brand, workshop
Claire Porter San Carlos, California BA in Communication Completes minor in marketing; graduates magna cum laude
Serves as chapter president of I AM THAT GIRL, an organization that provides leadership and personal development programming to girls throughout the U.S.
Currently working at the coworking space WeWork as an operations associate
BuzzFeed, company information session Lunch with a Leader NBC News Associates, on-campus interviews Careers in Beauty and Fashion, alumni panel Real World 101: Campusto-Career, workshop
Vanni Le Tampa, Florida BA in Public Relations
Interns at The Walt Disney Studios, providing social media support and digital outreach
Completes undergraduate coursework and is continuing a progressive master’s degree in Digital Social Media at USC Annenberg Interns in strategic alliances for Sony Pictures Entertainment, providing social media insights and franchise management support 26
OUTCOMES
USC Annenberg will prepare you to solve problems that have not yet emerged in careers that do not yet exist.
Sebastian Vega
“ The social video I created for NBC Nightly [News] got 30,000,000 views, so they asked me to make more. My internship gave me the chance to test the skills I was learning in class — taking them to a real production level — and also to understand how a modern newsroom works and how I can use my skills in a professional setting.”
San Antonio, Texas BA in Journalism
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FINISH
Enters USC Annenberg as spring admit
Begins as Snapchat, Instagram producer at The New York Times
Interns at NBC Nightly News
Attends New York Maymester
Works as staff writer for the Daily Trojan; promoted to news editor sophomore year
Interns at KNBC, writing scripts and creating Instagram videos
Promoted to digital managing editor at Daily Trojan
Serves summer fellowship at The New York Times Student Journalism Institute through a Maymester connection
Earns BA from USC Annenberg
Serves as social media editor during The New York Times Student Journalism Institute internship
Produces social videos for Annenberg Media’s Journalism for Emerging and Digital Innovation desk
Named executive editor at Annenberg Media, leading multiple news teams, directing 40 editors and implementing workflows that support social content production
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USC ANNENBERG
Katrina Swarthout
“There’s nowhere else you will have the experiences you have at USC Annenberg . . . nowhere you’re going to have the faculty, the connections and the people who are looking to help you fulfill your goals.”
San Jose, California MA in Strategic Public Relations
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FINISH
Earns BA in Communication Studies
Admitted to USC Annenberg’s MA in Strategic Public Relations program
Completes internship as social media marketer at Symantec
“What they say about the Trojan Family is really true: Everyone here is helping to support you and give you opportunities.”
Plans, designs, and coordinates an event welcoming former President Ma Ying-jeou of Taiwan to the USC campus
Named senior associate at the USC Center for Public Relations, working with Director Fred Cook, chairman of Golin, one of the world’s largest PR firms
Lands digital and management consulting internship with PulsePoint Group through a Trojan Network event at which she met PulsePoint founder Bob Feldman (who also taught one of her classes)
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Now works as marketing communications specialist for Premise Data (fulfilling her dream of pursuing a tech career in corporate communications)
Awarded an MA by USC Annenberg
Interns with the Global Conference Communications Team at the Milken Institute (where she continues to be a freelance proofreader)
OUTCOMES
Courtney Cox DeSoto, Texas PhD in Communication
Austin Roy La Cañada Flintridge, California Master of Communication Management Earns bachelor’s degree in cognitive science and philosophy at USC Pursues progressive master’s degree in communication management and attends USC Annenberg’s Career Trek to the South by Southwest Conference
Joins Nielsen’s innovation team as an analyst conducting market research for emerging products and technologies
“USC Annenberg has really helped me reflect on my experience working in sports media, and think about ways to improve it. I’m heavily invested in creating a bridge between those researching sports media and those making it.”
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Earns Bachelor of Journalism
Karina Saidi
Serves as international desk editor and special assignment desk reporter for Annenberg Media
Participates in National Public Radio’s Next Generation Radio Project
Graduates with MS and is selected as fellow for Al Jazeera Media Network, where she focuses on The Stream, a daily current affairs program
Starts as assistant professor at University of Oregon
Defends dissertation on women’s basketball around the world
Works at ESPN in event production and studio directing
Dubai, United Arab Emirates MS in Journalism
FINISH
Joins NPR affiliate KPCC morning show Take Two as freelance producer
Earns MA in Journalism; enters PhD in Communication program at USC Annenberg
Teaches “Sports and Social Change” at USC
Establishes USC Annenberg’s communication and cultural studies graduate student conference, “Critical Mediations”
Serves as research assistant to Associate Professor Taj Frazier at the Institute for Diversity and Empowerment at Annenberg
Lands internship with Los Angeles Sparks (WNBA)
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USC ANNENBERG
In Good Company USC Annenberg alumni have a deep and lasting influence on the professions they lead. With countless opportunities to tap into and give back to our global alumni network, membership in the USC Annenberg Trojan Family is worldwide and lifelong.
Notable Alumni ► Paige Adams-Geller, Founder and Creative Director, PAIGE (6) ► Angie Barrick, Head of Industry, Media and Entertainment, Google ► Garrett Broad, Associate Professor, Fordham University Department of Communication and Media Studies ► Marc Brown, Anchor, KABC-TV Channel 7 ► Frank Buckley, Anchor, KTLA Morning News ► Leila Cobo, Vice President, Latin Industry Lead, Billboard ► Corianda Dimes, Creative Strategy Director, Creative Lab at TikTok ► Anthony Galloway, Global Head of Video and Audio, The Wall Street Journal ► Robert Garcia, Mayor, City of Long Beach, California (1)
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►B renda Gonzalez, State Press Secretary and Senior Director of Public Engagement, U.S. Senate (2) ► Marco Gonzalez, VP, Public Relations and Corporate Affairs, Estrella Media, Inc. ► Brittany Hardy, Foreign Service Officer, U.S. Department of State ► Toya Holness, Global Press Secretary, Archwell ► Elizabeth Luke, Communications, Pinterest ► Joy Ofodu, Associate Brand Marketing Manager, Instagram ►S am Olstein, Executive Director, Corporate Marketing, GE (7) ►K evin Pang, Editorial Director of Digital, America’s Test Kitchen (3) ►K yra Phillips, Investigative Correspondent, ABC News
► Daniel Prince, Partner, Paul Hastings LLP (4) ► Heather Rim, Chief Marketing Officer, Optiv Inc ► Boyd Rutherford, Lieutenant Governor, Maryland ► Rachel Scott, Congressional Correspondent, ABC News ► Shawna Thomas, Executive Producer, CBS This Morning (8) ► Nick Valencia, Correspondent, CNN (9) ► Patrick Vien, Group Managing Director, International, A+E Networks ► Frances Wang, Anchor and Reporter, CBS Miami (5) ► Deanne Yamamoto, Managing Director, Golin, Los Angeles office
OUTCOMES
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FACTS 120k
square feet throughout USC Annenberg facilities
19,000+ USC Annenberg alumni worldwide
The USC Annenberg School for Communication and Journalism was established by renowned businessman, philanthropist and diplomat Walter H. Annenberg in 1971.
900 graduate students
annenberg.usc.edu @USCAnnenberg
undergraduate students
110 130 AND
full-time faculty
500+ graduate and undergraduate courses
1,600
adjunct faculty
3,500 Study abroad programs in Auckland, Berlin, Hong Kong, London, Madrid, Paris, Prague, Rio de Janeiro, Rome, and Sydney
exclusive job and internship postings through Annenberg Career Link per year
NEXT STEPS GRADUATE APPLICATION Use the online USC Graduate Admission Application to apply for admission to an Annenberg graduate degree program. Please visit annenberg.usc.edu/apply for more information regarding the graduate admissions process. UNDERGRADUATE APPLICATION Apply to USC using the Common Application and select a first- or second-choice USC Annenberg major. Please visit admission.usc.edu for information regarding the undergraduate admissions process. The University of Southern California prohibits discrimination and harassment on the basis of actual or perceived race, color, ethnicity, religion, creed, sex, age, marital status, national origin, citizenship status, employment status, income status, shared ancestry and ethnic characteristics, partnership status, medical condition (including pregnancy and related medical conditions), disability, political belief or affiliation, domestic violence victim status, military or veteran status, sexual orientation, gender, gender identity, gender expression, genetic information, and any other class of individuals protected from discrimination under federal, state, or local law, regulation, or ordinance in any of the University’s educational programs and activities. For questions about compliance with the notice of non-discrimination, the University has designated a Vice President for Equity, Equal Opportunity, and Title IX Coordinator, Catherine Spear, who can be reached at eeotix@usc.edu, (213) 740-5086, USC Credit Union Building, 3720 South Flower Street, 2nd Floor, Los Angeles, California 90089-0704. For disability-related questions, the University has also designated an ADA/Section 504 Coordinator, Christine Street, Associate Vice Provost for Student Affairs–Institutional Accessibility and ADA Compliance, who can be reached at streetc@usc.edu, (213) 821-4658, 3601 Trousdale Parkway, Bldg. #89, Los Angeles, California 90089. The university’s full nondiscrimination policy can be found at policy.usc.edu.
“ The right to free communication carries with it the responsibility to respect the dignity of others, and this must be recognized as irreversible. Educating students to communicate this message effectively and to be of service to all people is the enduring mission of this school.” —Walter H. Annenberg | U.S. Ambassador