The impact of globalisation on society

Globalisation continues to impact the role of educators, communicators, and the media. This message was the highlight of the Twelfth International Conference of the Arab-US Association for Communication Educators (AUSACE) held under the patronage of Shaikh Nahyan Bin Mubarak Al Nahyan, Minister of Higher Education and Scientific Research and President of Zayed University.

The three-day conference, which began last week, involved the participation of 200 experts from 40 countries.

A new approach to communication education Shaikh Nahyan emphasised the importance of applying a new and interactive teaching style to persevere with the latest developing communication channels.

"Modern communication tools, new generation of media consumers and increased competition among media outlets — all these conditions demand inspection of issues and rigorous dialogue in an environment of innovation and original thinking," he said. "With the challenges you face come many opportunities for creativity and success."

Hussain Ameen, professor and chair of the department of journalism and mass communication at The American University in Cairo, also stressed the importance of educators being able to adapt to various teaching styles.
According to Ameen, educators should adopt a more hands-on approach.

"Many teachers and professors still take on an instructive, this is right and that is wrong, teaching method," he said. "The new generation will not accept this teaching style so we must learn to adjust our teaching formats to cater to the educational needs of the students of today."

Breaking down communication barriers

The focus of the discussion was the media relationship between the US and the Middle East . Experts and students concurred that a communication-gap lies between the two nations and that a successful communication network could lead to promising impacts.

"You have within you the potential to be a force for peace, enlightenment and understanding," Shaikh Nahyan said. "To achieve this potential, members of the association must be inspired by a vision and must act as bridge builders in order to inspire others."

Educators can influence globalisation

William A. Rugh, former ambassador to the UAE and Yemen, highlighted the importance of communication. He also emphasised the role of educators in influencing tomorrow's generation of communicators.

"In the Arab world, we are seeing globalisation in the increased links between the Arab countries and the rest of the world," he said. "There are more communications coming from outside the region, and more Arab efforts to communicate with non-Arab audiences."

Rugh said that in order to have successful communicators we must maintain an effective educational approach.

"Media produced by and for Arabs mirror their culture and politics, and every journalist must take account of the local context," he said. "... Any analysis of the media must involve an understanding of the local situation."

More communication is needed

If the communication barrier is broken down between the two regions, then maybe an opportunity for unity is possible. Shaikh Nahyan explained the potential of a successful communication "bridge" between the US and the Arab region.

"I strongly believe that a common ground is possible when both the Arab and the American sides come to know one another as equals. In this endeavour, universities and educators have a unique role to play."

Mistakes of the media

Student organiser of the AUSACE event Fatima Rashid said that "while this occasion gives us the opportunity to share and learn knowledge between the two regions, it also gives us the chance to tackle the flaws."

"Both nations have some degree of bias in the way they report their information," she said. "But the US has a more serious problem. What should really be identified in the media are the views of the people, not its rulers."

Anthony Shadid, Middle Eastern Affairs Correspondent for the Washington Post, said that what he found most rewarding as a journalist is expressing the thoughts of the people. These words, he added, are what truly pass the test of time.

"I guess we could say that the journalism that we are the least proud of is the journalism that claims we know too much," Shadid said. "I have found that my best articles that always hold up over time are which reflect the voice of the people – their sentiments, hopes, and ambitions."