AMCAP | Association of Media and Communication Academic Professionals

AMCAP-UoS 2024 International Media Conference

Artificial Intelligence and Media:  A Force of Colonisation or Empowerment

February 19-20, 2024

University of Sargodha, Sargodha, Pakistan


This conference seeks to engage in reflective discussions about how artificial intelligence (AI) technologies have the potential to perpetuate colonial legacies or contribute to creating desirable futures for humanity. The development and implementation of AI raises significant concerns in relation to its potential impacts on societal, economic, and cultural structures, particularly when examined within the historical context of colonialism and imperialism. These concerns encompass multiple dimensions. AI heavily relies on the acquisition and control of extensive data from individuals and communities, which can be construed as a form of data colonization, where powerful entities, dominant nations, or corporations exert dominance and unequal distribution of influence in shaping the global AI landscape, contributing to electronic colonialism and power imbalance.

Moreover, AI algorithms are often trained on datasets that inadequately represent diverse cultures and contexts, potentially reinforcing cultural biases and contributing to the appropriation of indigenous knowledge and practices. Integrating AI into various industries raises the possibility of labor and economic exploitation, particularly in economically vulnerable regions, mirroring historical colonial practices. Ethical concerns surface with the utilization of AI in surveillance, military applications, and decision-making systems, intensifying human rights issues and evoking ethical dilemmas reminiscent of those historically linked to colonial control and domination.

Nonetheless, AI also offers opportunities for inclusivity, empowerment, collaboration, and paving the way for more equitable and just futures as it continues to shape our world. Using AI to benefit humanity involves applying artificial intelligence in various domains, including healthcare, education, environmental sustainability, and disaster response, to address pressing global challenges. Achieving this vision requires a strong emphasis on ethical considerations, privacy, security, and promoting international collaboration and equitable economic transformation. By developing and regulating AI technologies with a focus on ethical and social good, we can work toward a future where AI serves the well-being of all of humanity.

Likewise, Artificial Intelligence (AI) in the media landscape presents social challenges and opportunities such as fact-checking, news curation, and news robotics. On the one hand, it can fuel disinformation, reinforce filter bubbles, and raise privacy and bias concerns. Job displacement is a real worry for media professionals. However, AI also offers opportunities, enhancing content accessibility and personalization, aiding fact-checking, and enabling better content moderation. Additionally, media companies employ AI for various back-office duties, including content recommendation, interview transcription, video subtitling, audience interest, engagement analysis, and strategies to improve their crucial SEO ranking. It can empower content creators and advertisers while providing valuable data-driven insights. Striking the right balance between these challenges and opportunities requires careful ethical consideration, transparent algorithms, and proactive efforts to ensure AI serves society's best interests in the media realm.

The above discussion leads to two contrasting approaches to AI: one rooted in fear and anticipation and the other in proactively shaping desired futures with AI. The former involves caution and apprehension regarding AI's potential risks, like cyber colonialism and digital imperialism, which necessitates anticipating problems and instituting preventive measures. Conversely, the latter encourages harnessing AI's potential as a proactive tool to address global challenges, drive innovation, and enhance human capabilities. These two contrasting views demand a balanced approach that involves acknowledging risks while working proactively to harness AI for the future we want to make for the benefit of humanity.

The impact of AI on society is complex and intertwined with historical colonial legacies.

As we navigate the ongoing evolution of AI, it becomes essential to consider historical backgrounds and proactively strive to utilize AI's potential to create more inclusive, fair, and equitable futures. This conference invites original scholarly research papers addressing the theme from all disciplines and methodologies, including case studies, quantitative and qualitative research, data, and network science. Some possible topics include but are not limited to:

  • Data colonization
  • Fake news, disinformation and AI
  • Digital divide and entrepreneurship
  • Integration and New Futures
  • AI, decolonization, and education
  • Media Representation and Colonial Narratives
  • AI in Journalism, Automated Journalism and Bias
  • AI in Advertising and Marketing Communications
  • Ai in Public Relations
  • Media Accessibility and Colonial Legacy
  • Misinformation and Deepfakes
  • Media Literacy in the Age of AI
  • AI in Media and Regulatory Challenges
  • Cultural (mis)appropriation
  • Eradication of poverty and AI
  • Digital imperialism
  • Generative AI and higher education
  • Social justice, activism, AI, and new futures
  • News Robotics

Abstract Submission Process: 

  • Abstract should be 200-250 words long.
  • Each abstract should be submitted to only one of the thirteen sections.
  • Abstracts will be accepted through Google forms only. 
  • Click on the link for abstract submission: Abstract Submission (

Meet our Scholars: