As part of the 30th International Scientific Conference of the Faculty of Mass Communication at Cairo University, the first panel session titled "Social Media Influencers and Public Health Awareness" took place today. This year’s conference, held under the theme “Health Communication and Empowering Contemporary Communities”, aims to address pressing issues at the intersection of media, health, and public awareness.

Opening the discussion, Dr. Hassan Ali, Dean of the Faculty of Mass Communication at Al-Madina University, emphasized that the concept of “influencers” predates social media but has taken on a new dimension in the digital age. “The internet promotes those who attract the most views, not those with the most knowledge,” he said, describing short videos as “bullets” for their rapid and powerful impact. He also criticized the commercialization of medical endorsements on social media, warning of the ethical erosion and targeted smear campaigns against Egyptian doctors.

Dr. Amani Fahmy, Dean of the Faculty of Mass Communication at October University for Modern Sciences and Arts, warned that smartphones have become a tool of unregulated influence. “Everyone with a phone now has a voice, regardless of scientific credibility,” she noted, expressing concern about the unchecked promotion of slimming drugs online. However, she praised Egyptian doctors who responsibly use social media to educate the public.

Prof. Walaa Akkad, Dean of the Faculty of Mass Communication (Girls) at Al-Azhar University, spoke on “Food Influencers and Their Relationship to Public Health,” highlighting that food-related content creators are among the most visible on social media. She categorized them into two groups: those who promote food without health standards and a more specialized, but limited, group. “Monetization and views have become the primary drivers, overshadowing values like content quality and audience impact,” she stated.

Dr. Mohamed Refaat, pediatrician and media presenter, shared his personal approach to digital health communication: “I don’t share any information unless I’m fully informed. Media should guide—not censor.” He called for student-led content production projects in collaboration with medical professionals to foster responsible media.

Dr. Asmaa Ahmed Abu Zeid stressed the importance of learning from Western media studies, especially in the U.S., which measure the effects of digital media on public health to inform policy. She advocated for a safe digital environment that enhances scientific literacy and supports informed public decisions.

In her remarks, Dr. Nihal Omar Farouk warned against random and unqualified health advice from non-experts. She emphasized the need to distinguish between influencers, celebrities, and content creators, cautioning that misinformed he .

The session concluded with a thought-provoking address by Prof. Mona El-Hadidi, Professor of Media at Cairo University and chair of the panel. She questioned, “Do we create influencers—or do they shape our decisions and behaviors?” expressing concern over the rise of misleading terminology and unearned titles in the digital sphere. She underscored the urgent need for comprehensive societal and media awareness.

The 30th International Conference of the Faculty of Mass Communication at Cairo University is being held on May 7–8, 2025, under the patronage of Dr. Mohamed Sami Abdel Sadeq, President of Cairo University, and the leadership of Dr. Thuraya El-Badawy, Dean of the Faculty and Conference Chair, along with Dr. Wissam Nasr, Vice Dean for Graduate Studies and General Secretary of the Conference. The event brings together a distinguished group of academics, media professionals, and healthcare experts.