Hedabideak eta ekintzailetza unibertsitate ikasketetan / Media and Entrepreneurship in University Studies

The ongoing digital transformation of the media ecosystem, driven by the decline of traditional journalism and the rise of native digital media, has fundamentally reshaped professional profiles in communication. This article examines the growing need to incorporate entrepreneurial education into journalism and communication curricula at university level. It analyses how the convergence of economic and technological crises has led to new labour dynamics—particularly the proliferation of freelance journalists and small-scale digital media initiatives. Drawing on European and Spanish contexts, the authors argue for a curriculum model that integrates entrepreneurial skills without compromising journalism’s core ethical values. They outline the progression of entrepreneurial training through awareness, specialisation, implementation, and maturity phases. Furthermore, the paper identifies structural gaps in current journalism education models, especially regarding business literacy and digital competencies. The findings suggest that fostering entrepreneurial thinking in journalism students is key to their adaptability and long-term sustainability in a post-industrial media landscape. Ultimately, entrepreneurship in journalism is framed not as a symptom of precarity but as a proactive strategy aligned with emerging socio-technological realities.