Abstract:

The professional practice of communication has historically been linked to the glamour of traditional media and, more recently, to the phenomenon of influencers. These images of socioeconomic success shape a system of values and practices that guide young people professionally. The new generations’ familiarity with social media and their ability to produce audiovisual messages—even if only superficially—directly influence their understanding of the discipline.

The study employed a qualitative methodology through 96 interviews with first-semester students in the Bachelor of Communication Sciences program at UAM Cuajimalpa, analyzing three categories: reasons for choosing the program, definition of the concept, and career expectations.

Among the main findings were:
(1) Reasons for choosing the program: 42% chose the program due to an interest in audiovisual media (production or hosting in radio, TV, and film). Twenty percent did so out of personal interest or after reviewing the curriculum, while 16% were drawn to the field’s versatility. Only a minority mentioned digital communication or sports journalism.
(2) Social perceptions of communication: A simplistic view prevails. Seventy percent view it solely as the transmission of information or the exchange of data. Only 13% understand it as interaction, and a mere 5% are able to define it in disciplinary or theoretical terms.
(3) Professional Performance: The professional imagination remains anchored in tradition. 30% aspire to be broadcasters or hosts; 17% lean toward film, and 9% toward digital content creation. Fields such as journalism (13%) and marketing (7%) have a smaller presence, and 11% are still unsure of their professional path.

It is concluded that students enter with an intuitive and one-dimensional view of communication, reducing it to a technical process of message transmission rather than a complex cultural phenomenon or a science. 65% of professional interests are centered on conventional media, which shows that the socialized image of the communicator remains the most influential. There is a notable disconnect between students’ expectations (those interested in journalism or marketing) and the actual focus of the UAM Cuajimalpa curriculum, which poses a pedagogical challenge in transforming these basic notions into in-depth academic knowledge.

Keywords:

Professional practice, university students' expectations, perceptions of communication.