S. Craig Watkins Profile Photo

S. Craig Watkins

School of Journalism
Department of Radio-Television-Film





BMC 3.346

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S. Craig Watkins is the incoming Ernest S. Sharpe Centennial Professor at the University of Texas at Austin. An internationally recognized expert in media, Watkins is the author of five books exploring young people's engagement with media and technology. His two most recent books—The Digital Edge and Don't Knock the Hustle—result from his work with the Connected Learning Research Network, a research collaborative funded by the MacArthur Foundation.

The Digital Edge explores the changing contours of Black and Latino teens media behaviors. Drawing from a nearly two-year ethnographic study, the book addresses issues like:

  • the factors that contribute to the diversity crisis in STEM
  • the challenges and opportunities associated with tech rich classrooms in lower-income schools
  • the inventive ways Black and Latino students work around the many social, economic, and educational barriers that influence their participation in the connected world
  • why schools should shift from a "work readiness" ethos to a "future readiness" ethos

Don't Knock the Hustle is Watkins' follow-up to The Digital Edge and explores how "young creatives" are using tech and social ingenuity to build a new innovation economy that disrupts sectors as varied as design, media and entertainment, education, and civic engagement.  In this book, Watkins explores:

  • the crafty ways young people navigate the "gig economy"
  • how young media makers bring innovation to TV, film, and pop music
  • how youth-driven forms of political engagement function like civic start-ups
  • how young social entrepreneurs are reinventing education and exposing Black, Latino, and female students to STEM, computer science, and design thinking

Watkins is the founding director of the Institute for Media Innovation, a new boutique hub for research and design located in the Moody College of Communication.  IMI brings together a unique collection of social scientists, media creatives, journalists, and designers to translate research-driven knowledge into critical and creative engagement with a media, tech, and AI-driven world that grows more influential everyday.

His work has been profiled in places as varied as the Washington Post, The Atlantic, Newsweek, TIME, ESPN, NPR, and featured at venues like SXSW, The Aspen Institute, and The New York Times Dialogue on Race.