TECHNOLOGY
New Digital Signage Education Standards
by Alan Brawn F
or the last three decades or more, the concept of higher education correlated directly to being hired upon graduation. Tis has been the case whether
we are speaking about vocational school programs, bacca- laureate programs or graduate studies. Te end result of continuing education beyond high school has had a storied history of substantive rewards and the promise of a nearly “guaranteed” opportunity to reach the American dream at least at some level. However, for the first time in a generation, reaching the American dream is in question for a huge cross section of young Americans and there is no guarantee that these graduates can find those good paying jobs they sought at the beginning of their journey. Te world has changed. While the USA is still number one in the world in the quality of our higher educational institutions, our high school dropout rates are horrendous and we lag behind several emerging nations in reading, math and science, to name but three academic areas. Couple these realities with the “great recession” and the lack of political will that has exacerbated these trends, and we have a mixture that is sure to create even larger obstacles for our students, our colleges and institutions of higher learning and ultimately our country.
Tis begs the question of what can be done to help our institutions of higher learning better assist students who will soon be seeking to capitalize on their educational investment and want to be adequately prepared for gainful employment. Te good news is that individuals and pri- vate organizations can participate in this process and help make a difference. Te following is an example that clearly illustrates the concept of how we can work together. Although continuing/higher education has many social and personal benefits, the primary goal of seeking advanced learning or skills is to land a better job, build a career path that is sustainable and ultimately support yourself and your family in a manner that both pro- vides professional satisfaction and gets you closer to the American dream referenced earlier. Admittedly, with the “boogeyman” of the great recession hanging over our heads, finding any kind of a job is difficult especially in a stagnant economy growing at an anemic 1.5 percent per year, which makes it difficult to motivate students when the prospects are so bleak.
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TODAYSCAMPUS.COM
In this context, it is incumbent on our educational institutions and faculties to help students discover new paths and counsel them in directions that have the most likelihood of positive results. Read this as gainful employ- ment. In all honesty, students need to know that if they stay the course, a job will be there. Tat success will be a probability and not just a possibility. Of course there are obvious and well known paths to take, such as studies in science, math, engineering and medicine and these areas are growing and will continue to grow even in stagnate times. But what of those who might not fit in these niches? What is available to them? To this end, as educators, we may have to do a para- digm shift outside of the boxes of conventional wisdom and look for opportunities in new areas. One example is the newest communication, marketing and public relations “medium” that exists today. I am speaking about digital signage, aka digital out of home. Te most obvious attrac- tion of this relatively new industry is that it has been grow- ing in double digits for nearly a decade and is poised to continue that growth in the coming years. Te other good news is that this exciting industry broaches many areas of expertise from digital technologies, to networks, commu- nications and marketing, to content creation and graphics and even metrics and analytics. Consider the sheer number of students that might have the inherent abilities and skills, not to mention the desire, to work in a field this broad and diversified and with so many opportunities. Let’s assume that as an educator I have piqued your
interest at least a little, but you want to know more before giving advice to students who are already challenged with large yolks around their necks. Te good news is that you have a friend, and that friend is the Digital Signage Federation (DSF). To paraphrase an old automobile ad, “this is not your father’s trade federation.” Te DSF is a true not-for-profit institution dedicated to the growth and prosperity of the digital signage and digital out of home industries. In this regard, one of the main missions of the organization is to educate the market, and most impor- tantly, provide a path for new people to get involved in the digital signage industry. Proof of the DSF commitment to higher education
exists in several areas, but none more relevant than the recently released National Digital Signage Education
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