AUS symposium explores how AI is transforming the future of media education

The Department of Media Communication at American University of Sharjah (AUS) hosted a thought-provoking symposium titled The Future of Media Education: After the Algorithm. Held on April 15, 2025, the event brought together over 100 educators, students and media professionals to explore the profound impact of artificial intelligence (AI) on media education and practice.

The symposium examined how media education must evolve in response to rapid technological advancements. Key objectives for the organizers included rethinking pedagogy in light of new AI tools, exploring how curricula can better reflect industry needs and encouraging inclusive, future-facing approaches to media training.

The symposium featured keynote speeches by Dr. Hassan Dawood, Vice Chairman of Alsayegh Worldwide, and Dr. Massimo Leone, Professor of Philosophy of Communication, Visual Semiotics and Cultural Semiotics in the Department of Philosophy and Educational Sciences at the University of Turin. Their talks were followed by a panel discussion chaired by Samya Ayish, an independent journalist and digital media expert, with contributions from leading regional academics and media professionals including Marwa Khost Jarkas, Communications Manager at Google Middle East and North Africa; Eil Al Andari, Executive Editor-in-Chief at Blinx, the first digital native storytelling hub in MENA; Dr. Prithvi Bhattacharya, Assistant Professor and Discipline Leader in Management Science at the University of Wollongong in Dubai; Dr. Cristina Greco, Assistant Professor in the College of Interdisciplinary Studies at Zayed University, Abu Dhabi; and Dr. Abeer Al-Najjar, Associate Professor of Media Communication at AUS.

“Media education is no longer just about mastering existing tools to produce relevant news and content—it’s about how we prepare students to think and act critically and ethically in light of the new technologies shaping our world,” said Dr. Zoe Hurley, Associate Professor in the Department of Media Communication at AUS. “This symposium offered scholars, students and media professionals an open platform to reflect on the fast-changing landscape of the media industry and to work together on actionable ideas for responsive, inclusive and forward-thinking curricula.”

Dr. Hassan Dawood urged media students in the age of AI “to master the art of capturing attention,” predicting that new media careers will emerge in the field of attention arts. He envisioned future roles such as audience psychologist, emotional engagement designer, attention economist, brand language model custodian and community architect.

Dr. Massimo Leone explored some of the challenges and ethical dilemmas associated with AI in media, including the growing issue of AI hallucinations and what he termed “algowashing”—the concealment or reinforcement of cultural and racial biases under the guise of algorithmic neutrality.

The panel discussion following the keynotes spotlighted the urgent need for clearer copyright frameworks and regulatory guardrails for the AI industry. The panelists also collectively emphasized the importance of investing in human capacities to guide the use of AI in media creation, rather than allowing technology to take the lead.

For more information about the AUS Department of Media Communication and the courses it offers, visit www.aus.edu/cas/department-of-media-communication.