Prof. Dalia Abdullah: There is confusion among researchers in differentiating between terms “use & adoption” of modern technological techniques

Prof. Eman Hosni: Centers for non-media graduates must be established so that we can build generation that has elements of scientific knowledge

Faculty of Mass Communication at Cairo University organized a research session entitled "Research Trends in the Field of Digital Media", as part of the activities of the second day of the twenty-eighth international scientific conference of the Faculty of Mass Communication, which is held under the auspices of Dr. Muhammad Othman Elkhosht, President of the University, and Dr. Hanan Junaid, Dean The faculty and the president of the conference, supervised by Dr. Wissam Nasr, Vice Dean for Postgraduate Studies and Research Affairs and Secretary General of the conference.

The session was chaired by Prof. Dalia Abdullah, Professor at the Faculty and Head of the Public Relations Department, Prof. Iman Hosni, Professor at the Faculty as a commentator, and Dr. Basant Murad, Assistant Professor at the Faculty, as Rapporteur of the session.

At the beginning of the session, Dr. Areej Fakhr El-Din, a lecturer at the Faculty of Mass Communication, Cairo University, presented her study entitled "Recent Trends in Digital Media Risk Studies, An Analytical Study from the Second Level", in which she referred to future research visions on the dangers of digital media and social media, which included the research interest that Research and the agenda for future research in this field should be based on it.

Dr. Yasmine Ali El-Din, a lecturer at the Canadian Higher Institute of Modern Media Technology, participated in a research paper titled “Addressing Digital Education Issues in Arabic and Foreign Studies: A Critical Analytical Study of Studies from 2012 to 2022,” which indicated the need to apply studies on digital education and digital health In the Arab world, focusing on raising awareness of digital education and linking it to education, where digital media plays an important role for all citizens.

Dr. Amira Muhammad Muhammad, a professor at the Faculty of Arts, Imam Abd al-Rahman University in the Kingdom of Saudi Arabia, presented her research paper entitled "Recent Trends in Digital Media Content Industry Research: An Analytical Study from the Second Level", and recommended the need for digital media to be present in newsrooms, taking into account the commitment of Media institutions of values and ethics during its use.

Dr. Marwa Mahmoud Gamal El-Din, a teacher at the Canadian Higher Institute of Modern Media Technology, presented the research paper entitled “Parents’ Perception of Moral Values Presented Through Electronic Channels and Digital Platforms on Children’s Social Behaviors.”

Its results concluded that there is a severe impact on children due to modern technology, and this is consistent with what UNICEF stated.

Rehab Abdel Moez, Assistant Lecturer at the Faculty of Information, Cairo University, discussed her thesis entitled "Research trends for the use of artificial intelligence techniques in marketing",

The researcher concluded that the majority of companies or institutions are interested in achieving material gains through their use of artificial intelligence techniques, stressing that artificial intelligence seeks to facilitate searches for customers.

Dr. Iman Hosni, professor at the Department of Journalism at the college, who commented on the research presented by the researchers, pointed out that there is an error in translating concepts that are widespread in the media arena, for example the term media literacy or media education, as it is better to use “media knowledge.” Instead of them, she called for the necessity of establishing centers within the college for non-graduates of media faculties so that we can build a generation that knows how to use new media that relies on artificial intelligence techniques, which indicates the importance of media knowledge.

Dr. Dalia Abdullah, a professor at the College of Mass Communication and chair of the session, explained that there is an overlap among some researchers regarding the concepts of adoption and use, pointing out that we use new technological technologies and artificial intelligence, but we do not adopt them, as the advertiser is the one who adopts and the audience only uses it.

 The research session concluded with a set of recommendations, the most important of which is the need to differentiate between new foreign terms and clarify them, especially since the Arab Media Library differs in some media concepts.