Jobs of communication professionals are closely linked to transformations in society and therefore the role of these professionals is changing rapidly. Communication students must be prepared for the new demands put on communication professionals in the ﬁeld. In Ede, a new curriculum in communication was launched in order to enable students to become relevant partners in dialog with society.
We can identify three areas in the new curriculum where fundamental transitions have been made, in order to meet the expectations of a profession in transition:
The implementation of a National Ecological Network poses a significant challenge to the Dutch government. The establishment of this ecological network has led to conflicts among various interest groups in the public sphere, each of which defends its own interests. In this struggle for recognition communication fulfils an important role. This article contends that the discourse about nature is driven by deep frames, is comprised of values and is rooted in world-views.