The media message is a fundamental element in communication practices, drawing significant attention from academics and practitioners in media institutions. In the era of digital transformation, media has become a multi-faceted industry through modern mediums and methods, encompassing visual, auditory, and written production, images, and arts. While it is easy for anyone to create certain content, it is challenging for this content to effectively convey the true meaning of the intended goal. Content creation has evolved with the rise of digital media, bringing into its fold those outside traditional media institutions, known as "influencers." These individuals play an active role in producing and disseminating content through social media, representing and shaping the image and public opinion of the countries, communities, and cultures they reflect.
This new reality has significantly impacted traditional media, prompting it to rebuild its structures, integrate with digital media, and establish websites and social media accounts. Traditional media now often addresses issues raised by new media, considering it a source of news, while new media discusses topics covered by traditional media.
Given the importance of this subject, Al Qasimia University addresses the challenges of integration and competition between institutional media, which adheres to professional practices, and the content produced by social media's individual journalism. The aim is to reach insights based on scientific results that optimally frame the two models through the international scientific conference titled "Content Creation Between Institutional Media and Social Media (Challenges of Integration and Competition)."
This conference is held in collaboration with the Emirates News Agency (WAM), the largest news and knowledge media entity representing the United Arab Emirates. Al Qasimia University and WAM invite academics, practitioners, and media institutions within and outside the UAE to participate with academic research that addresses these issues and presents experiences in communication practices.
