Abu dhabi: Dubai Media Academy, part of Dubai Media, delivered a knowledge programme featuring 10 sessions during the Arab Media Summit 2026, held under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, at Dubai World Trade Centre.
According to Emirates News Agency, the event brought together media professionals, experts, academics, decision-makers, and young people to examine the transformations shaping the future of media and content. Discussions addressed various critical topics, including the future of media professions, engagement of younger audiences with content, artificial intelligence, digital misinformation, podcasts, and the role of Emirati voices in expressing identity and belonging.
Muna Busamra, Director of Dubai Media Academy, emphasized the Academy's commitment to understanding the industry changes and encouraging professional dialogue regarding the skills and tools required for the future. She stated that the media sector is undergoing rapid transformation across technologies, professional practices, and its relationship with audiences, with artificial intelligence and growing misinformation redefining trust and the media's role in shaping awareness and protecting national narratives.
The programme featured sessions like 'Media, According to the Next Generation,' which presented findings from a Dubai Media Academy study involving more than 600 young men and women. This study, part of the Media Z initiative, explored how younger audiences discover and engage with content, aiding media organizations in understanding expectations and improving communication.
'The 2030 Newsroom: New Roles, New Realities' session explored the future of the media job market and the skills required as artificial intelligence transforms newsroom roles. 'The Anatomy of a Digital Lie' addressed challenges posed by deepfakes and synthetic content, focusing on verification, credibility, and maintaining public trust.
Another session, 'The Age of Podcasts - Are We Bidding Farewell to Talk Shows?', examined changing audience habits, the growth of podcasts, and opportunities for integration with traditional media. It also highlighted the responsibilities of presenters, guests, and platforms in countering misinformation and strengthening content credibility.
The program further explored the role of media in shaping and protecting national narratives. 'How Do Countries Choose Their Media Narratives?' examined strategic communication, crisis preparedness, and countering misinformation, while 'Generation Truth' showcased independent Emirati voices using digital platforms to express identity, belonging, and national values.
A masterclass titled 'How Do Nations Protect Their National Narrative?' focused on developing media discourse capable of explaining complex issues, persuading audiences, and building trust more effectively. Additionally, 'Media, Law and What's Changing' considered whether current legislation can keep pace with the rapid evolution of digital content platforms.
The concluding session, 'How Does the Media Handle Regional Crises?', examined the challenges facing Arab media in covering regional developments amid competing interests and narratives. Collectively, these sessions reinforced Dubai Media Academy's role as a platform for professional dialogue and knowledge exchange, supporting media professionals and emerging talent in responding responsibly to the rapid changes reshaping the industry.