In this age where every scroll, click and tap leaves a permanent mark on the digital world, the boundaries between personal identity and public persona have blurred. Yet, nestled in legal intricacy lies a path forward — one illuminated by the guiding principles of ownership, empowerment and self-determination. All this is to say that a new class about these issues as applied to one’s name, image, and likeness (NIL) was introduced to the School of Journalism and Mass Communications in the fall of 2024.

Senior instructor Carmen Maye J.D., Ph.D., is creating a curriculum around NIL laws. A class like this has never existed in the college's curriculum before. The recent spotlight on NIL makes USC students want to learn more.

“There’s been a lot of attention on it recently,” Maye says. “since student-athletes are now allowed to be compensated for the use of their name, image and likeness.”

But these laws affect everyone. “You don’t have to be a celebrity or an athlete.”

Maye, a seasoned instructor in both media law and strategic communications, is uniquely positioned to teach on these issues. She noted that anyone may be interested in learning about NIL law to help promote their own personal brand or to maintain their privacy. From aspiring entrepreneurs to budding influencers, the principles of NIL law offer a roadmap to safeguard personal brand integrity and navigate the complexities of virtual identity.

The course will be in survey format, covering the breadth of NIL laws. Maye says collegiate athletes will be one part of the course, but she’ll also cover the history of NIL and dive into the actual legislation itself.

Looking ahead, the impact of NIL laws will extend beyond individual rights to broader societal implications. As students delve into the historical context of NIL legislation, they will uncover how these laws have historically affected women and people of color.

By examining case studies and engaging in critical discussions, students will gain insights into power dynamics and explore avenues for promoting equity and inclusivity in the realm of personal branding.

You don’t have to be a celebrity or an athlete.  These laws affect everyone.

-- Carmen Maye

The course will cover a wide range of topics, from copyrights to contracts to the potential use of artificial intelligence in creating promotional materials.

The course is open to all students — it’s technically part of the advertising curriculum  but it’s designed to be accessible to anyone. As a general elective, it offers flexibility for students from different disciplines to explore the topic. It will be delivered online for the first time so that students from across the university can take it.

The course has been in the works for quite some time; Maye started creating the curriculum last year.

“I suspect students may find the more theoretical stuff about persuasion most interesting,” Maye says. “For a lot of courses, you learn what works and what’s tried and true, but you don’t necessarily learn why it works and what people are thinking.”

However, there will still be plenty of examples and case studies as well. Students will engage online in discussions and collaborative work to glean a better understanding of the course content. Despite being online, those who take the class will find it to be more than just lectures.

Maye says that a lot is changing in the field of NIL law. In addition to compensating collegiate athletes for the use of their likenesses, a new collective structure has recently emerged. Collectives pool funds from donors and boosters independently of a university and help facilitate NIL deals for athletes.

With each new twist and turn, the course stands poised to equip students with the tools necessary to navigate the shifting currents of NIL law and emerge ready to understand personal branding.