Dr. Hanan Gunaid: The digital content industry requires educating the public about the deviant behavior of some influencers

Dr. Wissam Nasr: The use of artificial intelligence techniques reduces the phenomenon of misleading media content

The twenty-eighth International Conference of the Faculty of Mass Communication, Cairo University, Media Content Industry in the Digital Age: Mechanisms and Challenges, recommended the need to work on developing Egyptian digital platforms and employing artificial intelligence techniques in providing content, in addition to the need to qualify media professionals to create digital content that keeps pace with successive developments in the field of media. This comes within the activities of the closing session of the conference of the Faculty of Mass Communication, Cairo University, which was held under the auspices of Prof. Dr. Mohamed Othman Elkhosht, President of Cairo University, Prof. Dr. Hanan Gunaid, Dean of the Faculty of Mass Communication, Cairo University and President of the Conference, and under the supervision of Prof. Dr. Wissam Nasr, Vice Dean for Postgraduate Studies and Research.

During her review of the conference’s final recommendations, Prof. Dr. Hanan Gunaid, indicated that the recommendations committee concluded that it is necessary to approve academic courses in the field of media dealing with how to address rumors presented through social media, stressing the need to enhance the fields of blended education and establish platforms, Digital media supervised by the state, and the need to take advantage of smart technologies while adhering to accuracy standards, with the need for the media to educate the public, especially young people, about some deviant behaviors of some influencers who provide exciting content that does not include meaningful and real content in order to achieve high viewership rates and high profits.

The conference chair indicated that the recommendations pointed to the importance of studying the role of social networking sites in promoting misleading information and hate speech or confronting it, and identifying appropriate strategies to improve its ability to confront misleading information and hate speech.

Dr. Wissam Nasr, Secretary General of the Conference, continued delivering the final recommendations paper, stressing the need for the media to highlight the real problems of society, in addition to setting an ethical scope to support moral societal values, noting the need to enact legislation to hold influencers and promoters of negative content accountable, and the need for content makers to adhere digital media professionals must achieve media efficiency and prepare digital content in a professional manner in a way that preserves societal values, and the need to create a management for marketing content in companies, which includes a work team responsible for following up the development and updating of its content, headed by the content editor manager.

Dr. Wissam Nasr came out with recommendations on the need to seek the help of marketing professors to write distinguished marketing content, in addition to the need to conduct more research in the field of climate change and its effects on the international community, and to develop the performance of digital sites in terms of covering news of climate issues and the use of specialized sources, and the need for the concerned authorities to adopt a media strategy To develop awareness among citizens of the importance of preserving the environment and not harming it.

On the other hand, Dr. Wissam Nasr noted the need for joint cooperation between Arab and foreign countries regarding climate issues and achieving sustainable development goals, as well as using artificial intelligence and machine learning techniques to counter misinformation and hateful words this could include exploring the potential of these technologies to automate malicious content detection and removal.

After that, the platform of the final session announced the winning researches within the arbitration of the research submitted as the best research that participated. The first place was won by the research submitted by Prof. Dr. Iman Zahra, Assistant Professor of Public Relations and Advertising at the Faculty of Mass Communication, Cairo University, while the second place was won by the research of Dr. Hayat. Badr, the lecturer at the Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University, and the third place went to the research paper of the researcher, Dr. Hani Nady Abdel Maksoud, Assistant Professor of Journalism, Department of Educational Media, Faculty of Specific Education, Minia University, while the research submitted by Dr. Naglaa Mohamed Hamed, a lecturer at the Department of Radio and Television, Faculty of Mass Communication, Cairo University, and jointly with the research submitted by Dr. Aya Mohamed Ali, lecturer at the Radio and Television Department, Faculty of Mass Communication, Cairo University.