Three US scholars Dr Jatin, Dr Deb and Dr Sundeep, Prof. Ranjit of DTC and Prof. K G Suresh of MCU reinforces communication technologies for media

NOIDA: The seventh day of ICAN 4 started with Master Class 9 on ‘Changing Dynamics of journalism and its impact on society in the wake of COVID-19’, conducted by Prof. K G Suresh, Vice Chancellor, MakhanlalChaturvedi National University of Journalism and Communication, Bhopal, Madhya Pradesh.

Introducing the discussion, Dr AmbrishSaxena, Convener of the Conference said, “Journalism is a very dynamic field; every moment something new and fresh takes places. Information comes anew, interpretations are debated and that’s the beauty of the profession. Media is going through drastic changes and there is no one better to talk about these trends in journalism post Covid than Prof KG Suresh.”

Talking about the recent trends of journalism in the context of the pandemic Prof. Suresh commented that, “It feels like we are going back to the ground, and the rural areas have started haggling the attention of media. Owing to the change in the practice of rural journalism, our priorities have changed as well.” Prof. Suresh went on to explain in detail about evidence-based reporting and investigative journalism, along with the importance of technology and artificial intelligence in all aspects of mediated communication. He said, “”People are now looking for customized content based on their tastes and needs, that is where technology comes into play and artificial intelligence takes over. AI is being extensively used, this is a major reason why people are now receiving the content that they desire and the information that is most relevant to them.”

Professor Suresh touched upon multiple aspects of present day journalism, particularly focusing on the need for journalists to evolve and fit into the requirements of the changing times.

In closing remarks, Dr Saxena, Dean, DME Media School mentioned that “What makes an impact on journalism, will surely make an impact upon society as well” and thanked Prof. Suresh for the session. While Ms Krishna Pandey, Assistant Professor, DME Media School moderated the session, NandiniSrivastav, a first-year student anchored it.

Technical Session 6

Technical Session VI on Day7 of ICAN 4 was on the theme – ‘Integrated Marketing Communication in the Era of Social Media and AI’, chaired by Dr Sapna M.S, Professor, Department of Journalism and Coordinator of Community Radio MANASA, University of Mysore, Karnataka and Dr Tinam Borah, Assistant Professor, DME Media School as the co-chair. Research papers on topics like Impact of AI on Intelligent Advertising, Advertising Promotion in Artificial Intelligence based Social Media and Communication and Representational Trends in Condom Television Commercials were presented during the session.

Welcoming the chair and making the opening remarks, Dr AmbrishSaxena said, “We chose all the topics keeping Covid in the background because ever since it has hit us things have changed drastically. We were looking forward to having the session in hybrid mode but the second wave hit us right at that moment. But we must make the most out of what we have. Given the significance of various types of marketing techniques adopted by advertisers during the pandemic, the sub theme of this session was chosen. I look forward to listening to rich discussions today.”

Dr Sapna in her remarks said, “We have been using AI since we were young but since Covid-19 hit us our lives are totally dependent on the internet. It would definitely be interesting to explore research conducted on this topic today.”

Ms Sruthi VS, Assistant Professor, DME Media School was announced as the best paper presenter for Technical Session 5 for her paper on ‘Impact of Mediatized Popular Culture on Tourism – Understanding the Game of Thrones Phenomenon’ at the end of this Technical Session.

Master Class 10


The third session of Day7 of ICAN4 was Master Class 10 on the topic ‘Communication Technologies for effective transmission of media message’ conducted by Prof (Dr) RanjitVarma, Director, Delhi Technical Campus, Greater Noida, GGSIP University.

Prof. AmbrishSaxena, Convener of ICAN, said in his opening remarks that the content creators should also know the technology since the delivery and transmission of the content are dependent on technology. He said that if the nuances of technology are explained by a technocrat like Dr Varma to media scholars, there has to be absolute clarity on technology-content relationship.

Prof Varma, while discussing the evolution of communication technologies said that, “Communication started thousands of years ago. Although the process and the means have evolved, the basis remains the same. In today’s time, it is important to merge both technology and basic principles of journalism.” He emphasised upon the power of AI and technology in all areas of our social lives. “With the impact and the evolution technology has brought to communication means over the years, artificial intelligence is sure to change the way we communicate from the ground up in the near future.” In terms of privacy issues in the context of AI taking over our lives, Prof.Varma suggested that one must learn to use technology safely and wisely.

Dr SusmitaBalaconcluded the session with a vote of thanks and stated that Prof.Varma’s lecture provided all those details about technology, particularly Artificial Intelligence that normally are not covered in the classrooms. She asserted that the session was quite helpful for media students.


Dr ManasviMaheshwari, Assistant Professor, DME Media School moderated the session and KhushiChaudhary, a first-year student anchored the session.

Panel Discussion 3

The last session of Day 6 of ICAN 4 ended with Panel Discussion 3 on the topic “Technological innovations and the future of media education” with Dr JatinSrivastava, Associate Professor Ohio University & Director, Institute for International Journalism, E. W. Scripps School of Journalism Ohio University, USA moderating the session.

The panel comprised eminent experts from media education industry namely Dr Deb Aikat, Associate Professor, University of North Carolina, Chapel Hill, USA, DrSundeepMuppidi, Professor, University of Hartford, USA, Dr SunetraSen Narayan, Professor, Indian Institute of Mass Communication, New Delhi, and Dr Uma Shankar Pandey, Associate Professor and Head, Surendranath College for Women, Calcutta University & IAMCR Ambassador India.

While introducing the session, Dr AmbrishSaxena, Convener of the conference said that as Artificial network is the theme of the conference, focus is on the usage of technology in the media education. “We are talking about media education in the light of technological advancements and innovations. I am sure the discussion will help in setting up new precedents in media education and use of technology,” he maintained.

Dr JatinSrivastava opened the discussion by exploring the salient features of media teaching in the past and future and the relevance of technology. “Media is a multidisciplinary field. People join media education from different streams. It is a crossroad of diverse culture.” he said. On technology, Dr Srivastava said that we got so excited with the technology that we forgot to become critical.

Dr DebAikat stated that one doesn’t need a degree to be a journalist. “Gandhi ji never went to a journalism school. Yet he was one of the greatest communicators in the world,” he said. “The field of media is transforming with PR and Research being more favorable with the students” Dr Aikat opined.

Dr SundeepMuppidi, stated that media has a primary responsibility to harness the potential of every individual. “Media education should aim at producing creative, conscious and critical thinking among the students,” he said.

Dr Uma Shankar Pandey, maintained that the thrust has been always been on treating media education as a training program. The New Education Policy will dismantle the boundaries between curricular and extra-curricular, between profession and vocation. “We still have not harnessed the potential of digital technology. The future lies in the Broadband and mobile phone technology”, he said.

Dr SunetraSen Narayan spoke about the relevance of vernacular journalism. “The line dividing media education and mass communication education is thin but we do differentiate between journalism and media education,” Dr Narayan pointed out.

Dr Jatin summed up the discussion by saying that convergence is the future. Technology is relevant but the need of the hour is in understanding the role and responsibility of the use of technology. Idea plays a critical role.

The discussion concluded with Dr SusmitaBala pointing out that there is a need for developing an integrating technology which can gel with media education.


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