New media and technology reshaping communication education at AUS

New pedagogies and educational reforms are essential for communications programs seeking to graduate professionals who can meet the challenges of this ever-changing industry in the digital age, said Dr. Sohail Dahdal, Associate Professor and newly appointed Head of the Department of Mass Communication at American University of Sharjah (AUS).

The department has outlined several initiatives that aim to strengthen its mass communication education and support the process of reform it started three years ago. One major step in this transformation was introducing the Integrated Marketing Communication (IMC) concentration, which combines advertising, public relations and marketing communications. To bolster this, the department is offering more skills-based courses and introducing students to new ways of storytelling including multimedia, digital media and immersive storytelling using virtual and augmented reality. Another key factor in ensuring that students are current with the latest communication trends is strengthening collaborations with the industry.

“Our priority is to prepare students for this dynamic industry that has become more digital and immersive. We aim to graduate storytellers and content creators who can marry media theory and practice. Our students learn how to produce content for multi-platforms, including generating content for social media; creating infographics; improving digital visualization, which includes intelligent use of video, audio and data to create engaging content; and even run an entire show right off their mobile phone,” said Dr. Dahdal.

Housed within the multidisciplinary College of Arts and Sciences (CAS), the Department of Mass Communication offers two concentrations in its Bachelor of Arts in Mass Communication program: journalism and IMC. Each concentration is designed to engage students with the latest media industry developments through both on-campus coursework and field learning. The program’s focal areas are digital storytelling, multiplatform communications, multimedia journalism, social media and social analytics.

Students in the program benefit from hands-on experience using state-of-the-art equipment, including an AED 1.5 million digital studio and Adobe CC-loaded Macs, allowing them to put into practice their skills in filmmaking, immersive content creation, live streaming, journalism and advertising.

Recognizing the importance of industry partnerships and linkages in strengthening students’ experience, the department works closely with some of the most prominent media organizations in the UAE and region. This allows faculty to keep up with changes in the industry and offers students valuable internship opportunities. Through on-the-job training, students gain hands-on experiences that help them chart their future to success, while providing employers with invaluable insights from a generation that challenges them to think about their business in a whole new way.  Some of these organizations include The Guardian, Bloomberg, Google, Ogilvy, Brunswick, Gulf News, The National, the Government Communication Office, Mubadala and many others.

For Wasan Ismail Abusirdaneh, her decision to major in mass communication and select the IMC concentration was influenced by her family’s social media business. 

“It was the best decision I have ever made. I am learning something new every day. I have also enrolled in communication internships in different fields, including medicine, public relations, the arts, social media and media research. I tried everything and made sure that this field is exactly what I want. The IMC concentration is perfect. I know I have the skills to employ digital storytelling in my work and use social and integrated communications techniques to design and run media campaigns,” she said.

Laila Alkaf, a 2019 graduate, said following her creative interests lead her to the program.

“I’ve always had a passion for creating—whether it’s videos, photographs, art, editing or writing. I also enjoyed the process of storytelling and wanted to learn more about it. I felt mass communication at AUS was an ideal place for me to further explore my passion and find a suitable career path for it.”

After graduating with her Bachelor of Arts in Mass Communication, Alkaf was hired as a creative copywriter at Leo Burnett, a global advertising agency. This role sees her focusing on idea conceptualization, which she calls the fun part of her job. After receiving a brief about the project, she works along with an art director to come up with creative concepts to meet the requirements. She also writes billboard headlines, radio advertisements, TV commercial scripts and much more. 

“University was definitely an eye-opening experience for me. I immersed myself in the field and asked a lot of questions. The classes I took, the professors I learned from and the students I worked with helped me a lot. These experiences allowed me to develop my critical thinking skills and grow at a personal level. Learning about media ethics, fake news, production processes and many other subjects helped me determine my career path,” said Alkaf.

During her studies, Alkaf spent three years as a teaching assistant to Dr. Dahdal. This gave her opportunities to work on an array of projects where she put theory into practice.

“That experience gave me so many new and essential skills that I still use today. I did everything from editing videos and writing scripts to casting, promoting a funding-raising campaign and much more,” she said. 

With more than 30 years of experience as a multimedia producer, storyteller, filmmaker and communication specialist, Dr. Dahdal has witnessed first-hand how fast the communication field has been changing.

“The internet and social media have drastically changed the way we communicate and interact with each other. News dissemination has become faster, and people are one-click away from accessing information. As newsrooms have witnessed technological upgrades and media consumption patterns have changed, it has become necessary to ensure that we are reshaping our curricula, enhancing our communication technology, and strengthening our media relations to graduate professionals who will have a real impact on the industry,” he said.

As for his own research, Dr. Dahdal is known for his many projects that use immersive technologies for storytelling as a powerful way to break barriers and engage youth in learning, Among these are an Immersive Media Lab at the Sharjah Research, Technology and Innovation Park, sponsored by Sheraa.

The Bachelor of Arts in Mass Communication provides a balanced foundation of professional skills as well as academic knowledge of the discipline of mass communication. The program has been crafted by AUS’ faculty members—professionals with significant experience in their respective media industries— and has been approved by the UAE Ministry of Education and endorsed by industry professionals.

For more information about the Department of Mass Communication and what its offers, visit www.aus.edu/cas/bamc.