Media professions are in flux. We see ever closer links and occupational slippage between jobs in the media industry (e.g. journalists, communicators, animators, filmmakers, producers, and designers). This disruptive digitalization and convergence create new challenges for candidates who might fill media professions. However, the convergence does not remove the need for professional specialization. The program, therefore, does not educate “one-size-fits-all” media practitioners, but rather emphasizes both what unites occupations/professions (like social missions, societal roles, rhetoric, narrative technique, and communication) and what differentiates them (different positions in society, various work tools, different professional traditions). The Master in Media Practices (MMP) at Volda University College are giving its students competence in three different fields. The first are theories and concepts that are of relevance for understanding modern media and their internal work, like journalism, documentary film, Public Relations, animation etc. The second field of learning for the students in this Master program stems is the experience and skillls that come from actual media practice and media production, from the practical courses that are integrated in the study. The third field of learning is academic writing and doing research on media topics that the students choose by themselves, with guided by a supervisor. Thus, this Master program develop its candidates with a combination of theory, practice and academic writing/research. When the candidates complete the Master program, they have deveopled their knowledge and skills on all three of these fields - and have thus become attractice and competent for work in the media industry.