AMCAP | Association of Media and Communication Academic Professionals

Working Group 2021

Media Education and Research in Digital Ecologies: What is the Way Forward for Academia

February 17-18, 2021

Click here for the Working Group Report 2021

Embarking on the ever-evolving landscape of digital media ecologies, our collective journey in this working group held ar Fatima Jinnah Women University, Rawalpindi in 2021, delved into the complexities and opportunities woven into this dynamic realm. The continuous evolution of digital media presents both challenges and prospects for media education, prompting a holistic study that extends beyond traditional boundaries into the borderless realms of the digital world. It has become imperative for academia and professionals across diverse disciplines to forge ahead with a collaborative and participatory spirit.

In this regard, this working group was organized to serve as a platform to address the transformative impacts of contemporary media environments shaped by digital technology. The Working Groups were designed to spark discussions on future challenges in teaching media and communication, urging academia to cultivate collaborative networking skills for both national and global contexts. Moreover, the discussions delved into potential teaching strategies aimed at enriching the learning experience of students in the field of media and communication, with the overarching objective of leveraging media technologies to contribute to a better future through education.

Around 50 academicians from media and communication universities across Pakistan were invited to discussions, where they were grouped into three segments. The participants shared their visions for university education in media and communication, identified obstacles, and proposed solutions for a more effective teaching and learning environment in higher education institutions in Pakistan. The unanimous call for curriculum revision emphasized alignment with both modern market demands and local culture, aspiring to produce individuals prepared to contribute meaningfully to society. The discussions stressed a human-centric approach in academia, advocating for the de-westernization of the curriculum and a focus on language proficiency, digital media literacy, big data analysis, and relevant software use. The working groups strongly suggested increased technological facilities, enhanced industry-academia links, and the introduction of entrepreneurship-based courses. Additionally, the need for ongoing teacher training, the establishment of Media Literacy Centers and a Media Council, and the active involvement of media academicians in policymaking were underscored. The participants, representing diverse regions of Pakistan, also emphasized the importance of increased international exposure for both students and teachers.

The participant details of the three sessions are as follows:


Group 1 Group 2 Group 3

Dr. Bushra Hameedur Rehman


Dr. Abida Ashraf


Dr. Shabbir Hussain

Bahria University, Islamabad

Ms. Qurratul Ann 

International Islamic University Islamabad 

Dr. Ayesha Siddiqua

National University of Modern Languages, Islamabad

Ms. Aniqa

International Islamic University Islamabad



Group 1 Group 2 Group 3

Prof. Dr. Claudia Lago

Universidade de São Paulo, Sao Paulo, Brazil

Dr. Vaia Doudaki

Charles University of Prague, Czech Republic

Prof. Dr. Nico Carpentier

Charles University of Prague, Czech Republic

Prof. Dr. Fatma ElZahraa ElSayed

Cairo University, Egypt

Dr. Bakht Rawan

AIOU, Islamabad

Prof. Dr. Murat Akser

Ulster University, UK

Prof. Dr. Zafar Iqbal

IIUI, Islamabad

Dr. Firasat Jabeen

Forman Christian College Lahore

Prof. Dr. Masroor Alam

Riphah University, Islamabad

Prof. Dr. Anjum Zia

LCWU, Lahore 

Dr. Mudassir Shah

University of Sargodha

Dr. Faiza Abid

LCWU, Lahore

Prof. Dr. Bashir Ahmed Memon

University of Sindh, Jamshoro

Dr. Sobia Abid

University of Okara

Dr. Muhammad Ramzan

University of Sindh, Jamshoro

Dr. Haseeb

Foundation University Islamabad

Dr. Wajid Zulqarnain

SZABIST, Islamabad

Dr. Muhammad Zahid Bilal

University of Okara

Dr. Saqib Riaz

AIOU, Islamabad

M. Junaid Ghauri

IIUI, Islamabad

Dr. Rashid Ali Khuhro

University of Sindh, Jamshoro

Dr. Altaf Ullah Khan

FCCU, Lahore

Kiran Karamat

Kinnaird College Lahore

Dr. Haseeb Sarwar

Sialkot University

Sabahat Afsheen

Bahria University, Islamabad

Amir Zia Raja

NUML, Lahore

Dr. Saleem Abbas

FCWU, Lahore

Rehan Hasan

Riphah University, Islamabad

Naila Rafique

IIUI, Islamabad

Dr. Salma Umber

GCU, Faisalabad

Sadia Anwar Pasha

AIOU, Islamabad

Ayesha Sadaf

AIOU, Islamabad

Dr. Zaeem Yasin

LCWU, Lahore

Kamal Siddiqi

Center of Excellence for Journalism IBA Karachi

Sahifa Mukhtar

Allama Iqbal Open University, Islamabad

Dr. Waqas Ejaz

NUST, Islamabad

Tariq Mehmood

BUITEMS Quetta Pakistan 

Naveed Iqbal

LCWU, Lahore

Dr. Muhammd Amir Bajwa

Lahore Garrison University

 Khola Younas Ansari


Raja Kamran

NUML, Islamabad

Muhammad Ali

FJWU, Rawalpindi



Ms. Attia Zulfiqar

NUML Islamabad