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Amity University Dubai launches a behavioral change campaign on Digital Media Literacy

Fri 10 Jun 2022    
EcoBalance
| 2 min read

Dubai: As more young people turn to online platforms for content consumption, it has become increasingly important for youth to be digitally literate and responsible when consuming and using digital media. Students of the Journalism and Mass Communication program, Amity Dubai chose Digital Media Literacy as their key campaign theme for their final-year project. The extensive behavioral change campaign aims to sensitize students in schools and colleges, encouraging them to be mindful and responsible in their internet usage.

The campaign that launched this week will see students circulating and distributing their creative material and campaign content over a period of five months through social media, podcasts, posters, workshops, and street performances. The Media Studies Department has already begun reaching out to UAE-based schools and colleges to organize interactive digital literacy workshops for adolescents and teens. The campaign was formally launched by Mr. Mohammed Abdhula Director-General of the Dubai Institute of Design and Innovation, the Vice-Chancellor Dr. Saif Al Seiari, and PVC Dr. Fazal Malik, Amity University, Dubai Campus. In attendance were students and their parents, while a sizable number of online guests.

In case you missed the news realted with Amity University:

Dr. Azad Moopen was honored with a Doctorate for Philanthropy by Amity University, Dubai

“Watching students embark on the journey to create a campaign that grabs your attention and motivates you to act is inspiring. They have learned and mastered a range of media and communication tools and techniques to communicate an important message that affects our community. Making a change requires commitment, time, and effort; this is just the beginning of an extensive joint campaign with schools, parents, and students in the UAE.” said Dr. Fazal Malik, Vice-Chancellor, Amity University Dubai. 

“The campaign on Digital Literacy is part of our effort to work on projects with themes pertinent to youth and Media. New media is mediated by the internet, and the internet can be an ugly place. Besides the ready-to-use information, useful networks, and immediacy of information, it has also amplified hate, personal attacks, fake news, misinformation, and disinformation, and we must build the capacity of our youth to deal with these issues, hence digital media literacy campaign”, said Seema Sangra, Programme Leader for the Media Studies department.

Several digital media professionals, representing well-known news publications and portals in the UAE, India, and Oman attended the launch event on Tuesday. 


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