The Faculty of Mass Communication at October University for Modern Sciences and Arts (MSA) is honored to announce the organization of its 11th Annual Conference for Transformation in Media (ACT) under the title:
“Media Influences: Morality and Technological Evolution”
Conference Objectives:
● Explore how media platforms influence public morality, cultural norms, and ethical behavior in the digital age.
● Discuss whether technological innovation is enhancing media ethics or accelerating the collapse of professional standards.
● Assess the accountability of journalists, influencers, producers, and tech companies in promoting ethical contents.
● Address issues like misinformation, deep fakes, cancel culture, algorithmic bias, and the commodification of attention.
● Create a space for dialogue between scholars, media practitioners, students, and policy-makers.
● Propose frameworks, policies that can uphold ethical standards while embracing digital evolution.
Conference Topics:
1- Ethics of Digital Media and data Verification;
• Ethical standards for digital media and information verification in the age of misinformation and trend culture.
• Towards a media ethical code in the era of deep-fakes, metaverse journalism, avatars, augmented reality, virtual reality, and artificial intelligence technologies.
• New ethical dilemmas for journalists and content creators amid technological advancements.
• Ethics and values in digital spaces dominated by materialism, competitiveness, and self-centeredness.
• Ethics of balance and fairness in media coverage of conflict and war parties.
• Transition from the gatekeeping theory to algorithmic bias.
• Modern trends in studying ethical values and their applicability in the media reality.
2- Impact of Digital Media on Ethical Values and Behavior
• Digital media and its influence on moral disengagement
• Media’s impact on desensitization towards unethical and immoral content.
3- Digital Platforms and Entertainment Content
• Digital drama platforms between simulating reality and openness, and normalization and stereotyping.
• Digital media and the entertainment industry and their role in influencing societal values and individuals’ judgments of situations, decisions, or behaviors.
4- Digital Marketing in the Age of Artificial Intelligence
• Digital marketing in the age of artificial intelligence: privacy invasion, intellectual property rights, algorithmic marketing, content creation, emotional exploitation, and assessing the effectiveness of digital advertising campaigns.
5- Social Media and Emotional Influence
• Social media content and its impact on shaping ethical emotional content towards people, situations, and events.
• Social media’s role in fueling collective negative or positive emotions within society.
• Social media between polarization and misconceptions.
• Digital literacy of citizens in a world lacking clear ethical standards.
6- Influencers and Social Responsibility
• Influencers, social media platforms, and Social responsibility.
Important Dates:
● Deadline for registration: 15th of June 2025
● Deadline for full paper submission: 15th of September 2025
Paper Submission Guidelines:
● Papers should follow the APA referencing style.
● Paper length must not exceed 8000 words (30 pages).
● All submitted papers will be subject to academic review by specialized professors.
● Accepted papers will be published in the Faculty of Mass Communication’s peer-reviewed academic journal:
JMIS – Journal of Media & Interdisciplinary Studies
Conference Fees:
● EGP 2500 for Egyptian researchers
● USD 400 for non-Egyptian researchers
● EGP 1000 for presenting a previously reviewed paper
📆 Workshops Schedule:
📍 Saturday, 29 November
- 10:00 AM – 2:00 PM
“Click Safe, Think Creative”
Ms. Walaa Farouk (in collaboration with UNICEF)
Venue: B122 - 12:00 PM – 1:00 PM
“AI Journalism Ethics for Journalists & Content Creators”
Dr. Radwa Abdellatif
Venue: B143 - 1:30 PM – 3:00 PM
“Media Ethics and Literacy”
Dr. Marwa Ragaa
Venue: B143
📍 Sunday, 30 November
- 10:00 AM – 2:00 PM
“Click Safe, Think Creative”
Ms. Walaa Farouk (UNICEF)
Venue: B122 - 11:00 AM – 1:00 PM
“AI & Ethics in the Age of Media Creation”
Mr. Mohammed Awes
Venue: A131–A133 - 11:00 AM – 12:30 PM
“Digital Rights & Monetization”
Mr. Emad Mousa
Venue: VIP Lounge – SSB - 1:00 PM – 2:00 PM
“Ethical Personal Branding in the Age of Media Influence”
Dr. Rania Shaaban
Venue: VIP Lounge – SSB
These workshops provide an exceptional opportunity for students to:
✨ Engage with seasoned media professionals
✨ Discuss real-world ethical dilemmas
✨ Understand the future of digital communication
✨ Strengthen their professional and creative mindset
Opening Session
Opening Session - “Media Influences: Morality & Technological Evolution”
As part of the 11th Scientific Conference of the Faculty of Mass Communication at October University for Modern Sciences and Arts (MSA), lunched the opening session with the participation of a distinguished group of prominent media figures, academics, and decision-makers who represent the pillars of the contemporary media landscape in Egypt.
🔹 Adel Abdel Ghaffar
Professor of Broadcasting and Television. President of the International Academy for Engineering and Media Sciences at the Media Production City. Advisor to the Minister of Higher Education and Scientific Research and the official spokesperson of the Ministry. Former Dean of the Faculty of Mass Communication at Beni Suef University and Al-Nahda University. Supervisor of over 30 MA and PhD theses. Media consultant to several Egyptian ministries and a prominent expert in public opinion across Egypt and the Arab world.
🔹 Hassan Emad Mekawy
Professor of Media Philosophy at Cairo University and former Dean of the Faculty of Mass Communication. Head of the Media Studies Sector at the Supreme Council of Universities. Member of the Egyptian Scientific Academy. Author of 17 books and 52 published research papers. Supervisor of more than 200 MA and PhD theses. Recipient of the State Appreciation Award in Social Sciences (2024), Cairo University Excellence Award (2021), and the State Excellence Award (2013).
🔹 Karam Gabr
Former President of the Supreme Council for Media Regulation. First former President of the National Press Authority (2017). Former Chairman of Al-Roz Al-Youssef Foundation. Former Head of the Arab Information Ministers’ Council (52nd session, Cairo – September 2022). Vice President of the Executive Bureau of Arab Information Ministers (Rabat – September 2023). A leading media voice on public policy, misinformation, and media challenges in the age of artificial intelligence.
🔹 Doaa Farouk
Egyptian TV presenter and journalism graduate from Tanta University. Began her career at ART Network in 1998. Former host on Iqraa Channel and Al-Hayat Network, known for programs such as Kalam Men El Alb and El Deen Wal Hayah. Currently presents Is’al Ma’a Doaa on Al-Nahar Network. Founder of Modesty by Doaa Farouk fashion brand.
🔹 Mofida Shiha
Renowned Egyptian TV presenter. Started her career at ART channels and Egyptian Television. Host of major programs including Sokot Han’ghany, Da’aeqa Mofida, and El Settat Ma Ye’rafoush Yekdebo. Former presenter at CBC Network and currently associated with Al-Nahar Network. Known for her influential role in women’s and family issues on Egyptian television.
🔹 Khaled El Barmawy
Egyptian journalist and digital media expert with over 24 years of experience in journalism and content development. One of the leading trainers in new media in the Arab world. Supervisor of Google News Initiative training programs and Meta (Facebook) initiatives for supporting media institutions. Former Head of Digital Media at CBC Group, former Editor-in-Chief of Masrawy, and co-founder of Dot Masr. Lecturer of Digital Journalism at the American University in Cairo. Currently presents the daily segment “Borsa El Kalam” on El Kahera Wel Nas Channel.
📅 Date: 29th November 2025
📍 Location: SSB – Cinema Hall
Scientific Sessions
Scientific Session I | Drama and Entertainment Industry: Ethical Challenges
As part of the 11th Scientific Conference of the Faculty of Mass Communication at October University for Modern Sciences and Arts (MSA), under the theme “Media Impacts: Ethical Values and Technological Advancement,” the first session of the conference dives into the ethical responsibilities of drama and entertainment.
This session explores the profound influence of drama on collective consciousness, highlighting the ethical challenges arising in an era where entertainment intersects with rapid technological evolution. It raises critical questions about representation, storytelling, and the moral implications of content directed toward audiences in a digitally-driven world.
Session Details:
📅 Date & Time: Saturday, 29 November | 1:30 – 3:00 PM
📍 Location: Cinema Hall, SSB Building
Session Chair:
🔹 Prof. Laila Abdel Magid – Professor of Journalism & Former Dean, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Khaled Abdel Gawad – Dean of Media Department, International Academy for Engineering and Media Sciences
Session Rapporteur:
🔹 Dr. Nahr Samir – Lecturer, Faculty of Mass Communication, MSA University
Key Speakers:
* Dr. Iman Suleiman – Assistant Professor, Faculty of Media Production, Galala University
* Dr. Sara El Maghraby – Assistant Professor, Department of Journalism, Faculty of Mass Communication, Cairo University
* Dr. Aya Kamal – Lecturer, Department of Radio & Television, Faculty of Mass Communication, Cairo University
* Radwa Monea – Assistant Lecturer, Faculty of Mass Communication, MSA University
* Dina Adel El Tranisi – Teaching Assistant, Faculty of Media Production, Galala University
This session brings together academic expertise, critical perspectives, and specialized analysis, serving as a cornerstone of the conference discussions on the future of media in balancing ethical responsibility with technological innovation.
Scientific Session II | Digital Media and Value Building
As part of the 11th Scientific Conference of the Faculty of Mass Communication at MSA, under the theme “Media Impacts: Ethical Values and Technological Advancement,” the second session highlights the pivotal role of digital media in shaping awareness and promoting values within Arab societies.
This session offers an in-depth exploration of how digital content influences children, families, and society at large, emphasizing ethical considerations and the responsibilities of content creators.
Session Details:
📅 Date & Time: Sunday, 30 November | 10:00 – 11:00 AM
📍 Location: Cinema Hall, SSB Building
Session Chair:
🔹 Prof. Saber Asran – Professor of Radio & Television, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Reem Adel – Head of Media Research Department, Arab League Educational, Cultural & Scientific Organization (ALECSO)
(A leading figure in media studies across the Arab world, with extensive academic and research experience contributing to postgraduate education and training generations of researchers.)
Session Rapporteur:
🔹 Dr. Hanaa Morai – Lecturer, Department of Journalism, Faculty of Mass Communication, MSA University
Key Speakers:
* Dr. Nira Shabaik – Lecturer, Department of Radio & Television, Faculty of Mass Communication, Cairo University.
(Digital content for children, internet usage, and online safety)
* Dr. Samar Galal – Head of Journalism Department, Faculty of Mass Communication, MSA University.
* Dr. Sara Emam – Lecturer, Department of Public Relations & Advertising, Faculty of Mass Communication, Cairo University.
(Ethics and parenting models in Instagram content by Egyptian mother content creators)
* Nada Hammouda – Assistant Lecturer, Department of Public Relations & Advertising, Faculty of Mass Communication, Cairo University.
(Ethics and parenting models in Instagram content by Egyptian mother content creators)
This session presents a comprehensive discussion on the impact of digital media on value formation, ethical considerations in content for children, and the role of social media in shaping societal norms.
Scientific Session III | Marketing Between Creativity and Ethical Responsibility in the Age of AI
As part of the 11th Scientific Conference of the Faculty of Mass Communication at MSA University, the third session explores a pressing question: Is creativity still exclusively human, or has artificial intelligence become a collaborative partner in shaping content and marketing strategies?
The session delves into the ethical and practical challenges of AI-driven marketing, asking:
How should marketing strategies adapt to the rise of AI-generated content?
Where do integrity and responsibility stand when algorithmic influence shapes audience behavior?
Does Gen Z perceive AI-generated content differently when they know it wasn’t created by humans?
Session Details:
📅 Date & Time: Sunday, 30 November | 10:00 – 11:00 AM
📍 Location: Grand Meeting Hall, MSA University
Session Chair:
🔹 Prof. Hanan Gunaid – Professor of Public Relations & Advertising, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Amani El-Hosny – Dean of the Faculty of Mass Communication, Misr University for Science and Technology
Session Rapporteur:
🔹 Dr. Abeer Salem – Lecturer, Faculty of Mass Communication, MSA University
Key Speakers & Topics:
– Dr. Walaa Massad – Assistant Professor, Faculty of Media Production, Galala University
(AI literacy and Gen Z’s reception of AI-generated content on social media)
– Dr. Haya Badr – Head of Public Relations & Advertising Department, MSA University
(Impact of AI-generated versus human-generated content in social marketing campaigns on perceived trust and credibility among Egyptian women)
– Ms. Tasneem El-Shahat – Teaching Assistant, Faculty of Media Production, Galala University
(Facebook’s role in achieving Sustainable Development Goal 3: Analysis of pages across Suez Canal governorates)
This session promises a rich discussion on the intersection of creativity, ethics, and AI, examining the challenges and opportunities for marketers, content creators, and society in the rapidly evolving digital landscape.
Scientific Session IV | Combating Media Misinformation and Enhancing Digital Literacy
Digital literacy is not a luxury, It’s a critical tool in the fight against media misinformation. The fourth session of the 11th Scientific Conference of the Faculty of Mass Communication at MSA University addresses the challenges of misinformation and explores strategies to strengthen digital awareness. Participants will gain practical tools to evaluate news and content critically, while understanding the impact of digital media on public perception.
Session Details:
📅 Date & Time: Sunday, 30 November | 11:30 AM – 12:30 PM
📍 Location: Grand Meeting Hall, MSA University
Session Chair:
🔹 Prof. Wissam Nasr – Vice Dean for Graduate Studies & Research, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Bassant Murad – Professor of Radio & Television, Faculty of Mass Communication, Cairo University
Session Rapporteur:
🔹 Dr. Amira Abdel Monem – Lecturer, Department of Radio & Television, Faculty of Mass Communication, MSA University
Key Speakers:
* Prof. Maha El-Tarabishi – Professor of Public Relations & Advertising, Vice Dean for Student Affairs, MSA University
* Shorouk Ashraf – Assistant Lecturer, Department of Radio & Television, MSA University
* Dr. Abdelilah Khalifa Abdelilah – Lecturer of Journalism, Faculty of Arts, Assiut University
* Dr. Rashed Salah El-Din Rashed – Lecturer, Department of Journalism, MSA University
* Dr. Mahetab Gamal Abdel Salam – Lecturer, Department of Radio & Television, Cairo University
* Prof. Mona El-Hadidi – Professor of Radio & Television, Cairo University
* Prof. Omaima Mohamed Mohamed Omran – Professor of Journalism & Media, Faculty of Arts, Assiut University
This session combines academic research with practical media insights, providing attendees with strategies to enhance digital literacy and combat misinformation in today’s social media-driven landscape.
Scientific Session V | Advertising Ethics and Technological Advancement
Advertising meets artificial intelligence and the ethical challenge begins now! The fifth scientific session of the 11th Scientific Conference of the Faculty of Mass Communication at MSA explores the impact of AI on the advertising industry, from audience trends and beauty standards to the ethical performance of ads on social media platforms.
Session Details:
📅 Date & Time: Sunday, 30 November | 11:30 AM – 12:30 PM
📍 Location: Grand Meeting Hall, MSA University
Session Chair:
🔹 Prof. Thuraya El-Badawy – Dean, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Enas Abdel-Hamid – Vice Dean for Graduate Studies & Research, Canadian University of Egypt
Session Rapporteur:
🔹 Assoc. Prof. Riham Salah – Assistant Professor, Faculty of Mass Communication, MSA University
Key Speakers and Topics:
– Dr. Rehab Abdel-Moaz – The impact of AI techniques on audience perceptions of beauty standards
– Dr. Dina Younis, Dr. Mariam Amer, Dr. Monia Mohsen, Dr. Hassan Morai – Ethical implications of algorithmic processing on ad performance across social media platforms
– Ms. Monda Magdy, Ms. Ayat Embaby – Cultural reflections and ethical standards in AI-generated advertisements: Comparative analysis of local and international YouTube ads
This session offers a rich intersection of technology and creativity, setting new benchmarks for understanding AI’s influence on advertising and society. Join the conversation and explore the future of ethical advertising in a digitally-driven world!
Roundtable Discussions
Roundtable Discussion | Towards a Modern Media Ethics Charter in the Age of Technological Advancement: News and Digital Content
The Faculty of Mass Communication at MSA invites you to an exclusive roundtable discussion that brings together leading academics and industry practitioners to explore the creation of a contemporary media ethics charter. This session will address the challenges and responsibilities of producing reliable and responsible content in an era of rapid digital transformation and technological advancement.
Session Details:
📅 Date & Time: Sunday, 30 November | 1:30 PM – 3:30 PM
📍 Location: Grand Meeting Hall, MSA University
Session Chair:
🔹 Prof. Essam Nasr – Professor of Radio & Television, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Walid Fathallah – Professor of Radio & Television, Faculty of Mass Communication, Cairo University
Session Rapporteur:
🔹 Assoc. Prof. Yasmin Ahmed – Assistant Professor, Faculty of Mass Communication, MSA University
Key Speakers:
Leading Academics from Egyptian and Arab Universities:
* Prof. Amal El-Ghazawy – Vice President & Head of Media Center, Canadian Institute of Media (CIC)
* Prof. Enas Abu Youssef – Dean, Faculty of Mass Communication, Al-Ahram Canadian University (ACU)
* Prof. Soheir Saleh – Dean, International Higher Institute for Media, Al-Shorouk Academy
* Prof. Mamdouh Makawy – Dean, Faculty of Mass Communication, Beni-Suef University
* Prof. Nermin Al-Azraq – Dean, Canadian Institute of Modern Media Technology (CIC)
Digital Media and Technology Practitioners:
* Ahmed Esmat – Media Technology & Digital Transformation Consultant
* Khaled Ammar – Founder of the First Digital Newspaper in the Metaverse
* Radwa Abdel-Latif – Director, Akhbar Al-Youm Training & Consultancy Center
* Zeinab Oshry – Founder, “Entaliqi” Platform & MNZ La Production Agency
This roundtable session offers a unique opportunity to explore the future of media ethics, bridging academic research with practical expertise, and fostering the creation of responsible, trustworthy media content in the age of the digital revolution.
Roundtable Discussion 2 | Towards a Media Ethics Charter in the Age of Technological Advancement: Entertainment and Advertising
The Faculty of Mass Communication at MSA invites you to an exceptional roundtable discussion bringing together leading academics and practitioners to explore the creation of a modern media ethics charter within the entertainment and advertising industries. This session is part of the 11th Scientific Conference of the Faculty of Mass Communication.
Session Details:
📅 Date & Time: Sunday, 30 November | 1:30 PM – 3:30 PM
📍 Location: VIP Hall, MSA University
Session Chair:
🔹 Prof. Mona El-Hadidy — Professor of Media, Faculty of Mass Communication, Cairo University
Session Discussant:
🔹 Prof. Heba Shaheen — Dean, Faculty of Mass Communication, Ain Shams University
Session Rapporteur:
🔹 Assoc. Prof. Haya Badr — Head of Strategic Communication Department, Faculty of Mass Communication, MSA University
Key Speakers:
Leading Academics:
– Prof. Ashraf Galal — Dean, Faculty of Mass Communication, Suez University
– Prof. Dina Araby — Director, Media Production Program, Galala University
– Prof. Shaimaa El-Dufaq — Head of Radio & Television Department, Faculty of Mass Communication, Cairo University
– Prof. Heba El-Samry — Dean, Faculty of Media & Public Relations, Nahda University
– Prof. Howaida Mostafa — Dean, Faculty of Mass Communication, Misr University for Science & Technology (MUST)
– Prof. Nashwa Aql — Vice Dean for Community Service & Environmental Development, Faculty of Mass Communication, Cairo University
Practitioners in Digital Media & Creative Production:
– Khaled El-Nassag — Filmmaker & Documentary Director.
– Khaled Youssef — Digital Marketing Expert & Business Development Consultant.
– Maha El-Wazir — Screenwriter & Producer.
– Mohamed Tantawi — Graphics Producer & Founder, “Trend” Visual Effects Company
This unique session explores the future of ethics in entertainment and advertising, bridging academic research with professional expertise to shape innovative and responsible media content in the digital age.
Panel Discussion
Panel Discussion | Technology and Media Ethics
The Faculty of Mass Communication at October University for Modern Sciences and Arts (MSA) is proud to host a distinguished panel discussion as part of the 11th Scientific Conference: “Media Impacts: Ethical Values and Technological Advancements.” This session will explore the effects of technological developments on media and discuss how to establish responsible ethical standards in digital and media content production.
🕰 Date & Time: Saturday, November 29 | 1:00 – 3:00 PM
📍 Location: Cinema Hall – SSB Building, MSA University
🔹 Chair of the Session:
Prof. Sami El-Sharif — Dean, Faculty of Mass Communication, Modern University for Technology and Information (MTI)
🔹 Session Coordinator:
Dr. Mohab Saeed — Lecturer at MSA University and Expert in Media Economics
🔹 Key Speakers:
– Ahmed El-Mallahy — Founder and Chairman of Cognify Educational Company, a regional leader in technology and education, supporting children with special needs.
– Amr Sokar — Author, director, executive producer, and co-founder of Ping Pong Visual Content Company.
– Sherif Harb — Intellectual property lawyer, influencer manager, and founder of Harb Management, specializing in talent management and entertainment law.
– Hesham Afifi — Advertising director and YouTuber, expert in creative production and digital content.
This session promises an engaging dialogue connecting academic insight and practical expertise, providing participants with valuable perspectives on navigating ethical challenges in today’s rapidly evolving digital media landscape.
Closing Session
Closing Session & Recommendations
As the 11th Scientific Conference: “Media Impacts: Ethical Values and Technological Advancements” at MSA comes to a close, the final session will summarize key insights, discussions, and recommendations from the conference, offering a roadmap for the ethical development of media in the digital age.
🕰 Date & Time: Sunday, November 30, 2025
📍 Location: Cinema Hall – MSA University
🔹 Chair of the Session:
Prof. Amal El-Sayed — Professor of Journalism, Faculty of Mass Communication, Cairo University
🔹 Session Coordinator:
Dr. Reham Sami — Vice Dean for Postgraduate Studies and Research, Faculty of Mass Communication, MSA University
This closing session will consolidate the knowledge shared over the two-day event, highlight actionable recommendations, and set the stage for future research and practice in ethical media, technological advancement, and responsible content creation.
The 11th Annual Conference for Transformation in Media (ACT) AGENDA
Click to view or download the 11th Annual Conference for Transformation in Media (ACT) AGENDA
Contact:
For inquiries, please contact: rehams@msa.edu.eg
