Navigating the Digital Media Landscape

APU’s Media and Communication Studies Programme prepares students for a changing industry

Capturing an audience's attention in the digital era demands robust digital skills and a thorough understanding of user experience.

The advent of digital media marked a whirlwind of positive changes, democratising information and creating interactive experiences.

By the late 90s and early 2000s, this revolution had fundamentally reshaped how audiences consume information and how marketers connect with them.

Asia Pacific University of Technology & Innovation (APU)’s Bachelor of Arts (Honours) in Media and Communication Studies programme addresses these contemporary needs by teaching essential techniques and theoretical concepts of digital media and communication.

Shifts in media consumption

APU’s programme leader and lecturer of APU’s School of Marketing and Management (SoMM), Elillarasi Kuppusamy says, the shift in digital media demanded greater effort from the media industry to remain competitive in the digital landscape.

She explains that the most significant transformations lie in audience receptivity and consumption patterns, necessitating a complete paradigm shift for marketers and businesses to navigate the new environment effectively.

Elillarasi, an academic with 15 years of experience teaching a wide range of media and communication subjects, observed that the digital age has led audiences to consume content in bite-sized pieces.

Consequently, attention spans have shortened, making concise and engaging content more crucial than ever.

The rise of user-generated content challenges traditional media, fostering an open information flow where anyone can publish content freely.

In this context, capturing the audience’s attention requires strong digital skills and a deep understanding of user experience.

Digital skills in media

Combined with the internet and personal computing, digital media has driven disruptive innovation across publishing, journalism, public relations, entertainment, education, commerce, and politics.

Therefore, media and communication specialists must work unconventionally as digital media has transformed social interactions, dissemination of information, and the way work is done.

Elillarasi highlighted how social media platforms like YouTube, Instagram, TikTok, and personal blogs enable creators to reach a global audience directly, bypassing traditional media filters. “Gone are the days of needing vast resources or approval from gatekeepers,” she added.

APU’s media and communications programme combines theory and experiential learning to equip students with skills needed for Industry 5.0.

While digital media is used to build connections worldwide, strong critical thinking skills are essential to combat misinformation, noted Elillarasi.

“While digital media offers advantages, we need to be aware of the downsides to navigate this ever-changing digital world responsibly,” she said.

For potential and budding social influencers, creating content to capture a massive audience still demands effective strategies and compelling content.

Preparing the next generation of media professionals

APU’s head of SoMM Assoc Prof Devinder Kaur emphasised that APU’s media and communications undergraduate programme, focuses on the skills and techniques of new media to prepare students with the knowledge and abilities required by Industry 5.0.

The programme, she added, is designed to meet the current and future industry needs by combining theory and experiential learning.

“The modules incorporate AI-driven content creation and data analysis, preparing students to become effective digital media strategists with critical skillsets,” she explained.

To ensure a smooth transition from the classroom to the working environment, APU Media and Communication Studies students undergo an internship or industrial training for a minimum of 16 weeks.

The media industry requires students to utilise their skills for strategic audience and customer engagement. By providing this knowledge and expertise, APU empowers students to effectively apply these skills in their careers as media professionals.

Embracing future trends

The future of digital media is brimming with exciting possibilities. Immersive technologies like Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) will become mainstream, while AI will enhance content creation and personalisation.

Additionally, the rise of the metaverse will redefine media consumption and interaction.

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The advent of digital media has fundamentally reshaped how audiences consume information.

APU vice chancellor and AI expert Prof Dr Ho Chin Kuan said, “The future is unwritten, and APU is dedicated to linking up students to these trends so that they can continue to navigate it even after graduation.”

He also added that as a tech-focused university endorsed by the Malaysia Digital Economy Corporation (MDEC), APU advocates that media professionals must embrace continuous learning and sharpen core tech skills, ensuring they stay updated on the latest trends and technologies.

Students enrolling in the Bachelor of Arts (Honours) in Media and Communication Studies will have the opportunity to achieve dual accreditation through APU's partnership with the internationally-recognised Chartered Management Institute (CMI).

Additionally, students can opt-in for a CMI L5 Award in Management and Leadership which will be awarded upon moderation by the CMI.

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