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S. Craig Watkins

S. Craig Watkins is a Professor at the University of Texas, Austin, in the Moody College of Communication. Craig is also the Founding Director of the Institute for Media Innovation at the University of Texas. He received his PhD from the University of Michigan.
Craig has written three books that explore the intersections between media and society. His work considers, for example, the impact of hip hop in popular culture, issues of diversity and inclusion in media, the influence of youth culture and lifestyle, and the rise and disruption of social and digital media. He has two forthcoming books. The Digital Edge (2018) focuses on the digital media lives of black and Latino teens--a complex and increasingly influential demographic. His second book, Don't Knock the Hustle (2019), explores how young creatives are using media and technology to remake the worlds of entertainment, education, work, and civic life.