Normativity as the bridge between theory and practice: values and norms among graduates from communication science and journalism degree programs in Germany

Abstract This paper contributes to the discussion on the relationship between communication studies and society by examining the norms and values that guide graduates from communication science and journalism programs in their professional practice. It introduces a novel perspective by positioning these graduates as key intermediaries between academia and society. Each year, thousands of professional communicators—working in journalism, public relations, corporate communication, and consulting—enter the field after completing these programs. Their work becomes part of the very public communication phenomena that the discipline seeks to analyze and assess through normative frameworks. Yet, surprisingly little is known about the values and normative assumptions they carry into their professional roles. To explore this, 25 semi-structured interviews were conducted with graduates from 15 different universities, aged in their early 20s to early 50s, currently working in journalism, strategic communication, consulting, academia, and management. Analysis revealed three graduate types: (1) those who find theoretical knowledge from their studies irrelevant, emphasizing personal moral compasses and individual values like creativity and interpersonal relationships; (2) those who developed useful analytical skills and prioritize professional values such as independence and transparency; and (3) those who actively apply theoretical knowledge to understand their professional environments, emphasizing democracy and truth in public discourse. By expanding our understanding of what graduates take from their studies and apply to their careers, this research bridges theory and practice, offering insights into how communication education prepares individuals for societal challenges.