Fatma Soliman, Deputy Director of the DAAD Regional Office Cairo, welcomed attendees to the public lecture and expressed her interest in hosting the event at DAAD’s premises, noting its significance as part of the COSIMENA project, which promotes collaboration among researchers from Germany, Egypt, and the MENA region across various scientific disciplines. “The aim is to bring researchers together to establish bigger collaborations supported by the DAAD,” she said, emphasising the relevance of the lecture’s topic in today’s media landscape. Drawing from her personal background in healthcare market research, Soliman illustrated how consumer behavior shapes media messaging, highlighting the delicate balance between truth and persuasion in crafting effective communication.

Reflecting on the dynamic media environment, Soliman remarked on the shift from traditional to digital platforms, driven by social media’s ability to empower consumers as content creators. She observed, “There is maybe a ceiling to how much persuasion media can have if the messages do not resonate with people’s truths and experiences.”

Lorena Mohr, Head of Science and Protocol at the German Embassy in Cairo, expressed her support to the DAAD’s COSIMENA project, highlighting its importance in connecting a diverse community of researchers. Reflecting on the theme of “The Power of Persuasion”, she emphasised the critical role of media in shaping public perceptions, stating, “The media is our gateway to the world. It filters the things that we see and shapes them with the images, words, and even what is not reported.” Mohr also acknowledged the shift from traditional media to social platforms like TikTok and Instagram, especially among younger audiences, stressing the need for media literacy in today’s digital age. She concluded by thanking the speakers, the DAAD, and the audience for their engagement with this vital topic.

Prof. Dr Inas Abou Youssef, Dean of the Faculty of Mass Communication at Ahram Canadian University, expressed her gratitude and excitement for the lecture, welcoming the speakers. She reflected on the crucial role of media in shaping public opinion, particularly in the context of the ongoing crisis in Gaza and the impact of social media. She posed a thought-provoking question about the role of younger generations in societal change, asking, “Are we going to see the hippies and the Beatles again, with young people talking about the changing European society?” She concluded by expressing her gratitude to the DAAD team, speakers, and the faculty’s team who made the event possible, emphasising the importance of networking and collaboration.

Dr Mirna Abou Zeid, Dean of the Jordan Media Institute, delivered a presentation entitled “The Media, the Free Will, and the Choice Architecture: The Power of Persuasion.” Reflecting on the current geopolitical climate, she emphasised the resilience of young people in the region, who, despite the ongoing struggles, continue to pursue education and create better futures. Dr Abou Zeid discussed the concept of free will, questioning whether our daily choices, such as what to eat or wear, are truly our own or subtly influenced by external factors. She argued that the power of persuasion, through media and advertising, shapes our perceptions and decisions, even in seemingly mundane aspects of life. She highlighted the “paradox of choice,” noting that the more options we have, the more difficult it becomes to make a decision, as our choices are often guided by what is presented to us.

Dr Abou Zeid talked about the impact of social media trends on individual behaviors, using examples like the “barbecue trend” and the “happy slapping” phenomenon to illustrate how media can manipulate attitudes and actions. She discussed the concept of “fear of missing out” (FOMO), explaining how people are pushed into participating in certain behaviors or trends because they do not want to be left out. She also touched on how attitudes can be shaped by both personal experiences and external factors, such as media portrayals. Dr Abou Zeid emphasized that media has a powerful role in not just informing but persuading audiences, particularly in shaping social norms and individual attitudes. She concluded by examining how media campaigns, like Coca-Cola’s shift from promoting happiness to fitness, reflect broader changes in public perception and consumer behavior, illustrating the continuous relationship between media influence and societal attitudes.

Dr Dalia Osman, Head of the Political Mass Media Department at Future University, delivered a presentation entitled “Persuading Solutions to Overcome Digital Literacy Challenges on Digital Media Platforms,” focusing on persuasion techniques in digital media and the importance of embracing digital literacy. She began by explaining Aristotle’s modes of persuasion—ethos (credibility), pathos (emotional appeal), and logos (logic)—as timeless strategies essential for crafting impactful messages in the digital age. Dr Osman discussed how credibility can be established through expertise and reliable sources, emotions can engage audiences, and logical arguments can build trust. She also introduced the “Four Ps of Persuasion“—power, positioning, performance, and politeness—explaining how these elements shape audience perception, amplify a message’s reach, and enhance trust through respectful communication.

Highlighting the challenges posed by manipulative digital content, Dr Osman emphasised techniques like fear appeals, social persuasion, and repetition, which advertisers, influencers, and political campaigns commonly employ. She warned about the risks of echo chambers and selective exposure, where algorithms reinforce biases by curating similar viewpoints. To counteract these issues, she stressed the importance of digital media literacy, identifying five critical skills: technical proficiency, independent research, media literacy, digital citizenship, and communication. She concluded with a call for collaborative efforts between academia, civil society, and media organizations to promote digital literacy to empower audiences to navigate the digital landscape responsibly and critically.

During the Q&A session, the moderator Dr Fedaa Mohamed, Associate Professor of Journalism, Faculty of Mass Communication at Ahram Canadian University guided the discussion, addressing several questions from the attendees. One attendee expressed concern about the lack of media literacy campaigns to raise awareness about the effects of media on attitudes, particularly among young people. They pointed out that most media content is entertainment-focused, with little substance, and suggested that educators and media creators should do more to promote critical thinking and net ethics. The speakers, emphasised the importance of bridging the gap between academic research and real-world applications, highlighting the need for awareness campaigns specifically tailored to digital media. They shared examples from Jordan, where a national strategy on media information literacy has been implemented, incorporating critical thinking into school curricula and using local NGOs to reach youth outside the education system.

Another attendee raised the issue of the declining readership of traditional media, particularly newspapers, and the challenge of adapting content to the digital age. They asked how to attract more readers, particularly younger generations, in the face of shorter, faster, and more interactive digital content. The response suggested that digital journalism must embrace multimedia tools, including infographics and concise, engaging stories that appeal to different audience segments. It was emphasised that the key is to understand audience preferences and use persuasive techniques to craft content that resonates with them, whether through short, punchy articles or more in-depth analysis. The conversation also touched on the importance of the media’s responsibility in shaping public attitudes and behaviors, with a focus on the evolving role of media in promoting awareness and influencing societal norms.

At the end of the event, Dr Fedaa Mohamed highlighted the exhibition outside, inviting attendees to visit and explore the works on display. The exhibition was presented by Dr Mostafa El Bana, Assistant Professor of Visual Communication at the Faculty of Mass Communication at Ahram Canadian University, along with his three fourth-year students, who conducted the exhibition.

Mohamed Soliman, Chief Editor of Aref 24, and an attendee, expressed his deep interest in how media shapes perceptions and influences behavior, particularly in the digital age. The key takeaway for him was, “understanding the concept of ‘choice architecture’ and how media subtly guides our decisions. It’s clear that media literacy is crucial for navigating this complex landscape.“

“As a professor of media, I attended this event to explore the recent trends in how media influences attitudes and behaviors, particularly with the rise of digital platforms“, as stated by Prof. Dr Seham Nassar from Helwan University. The highlight of the event, she explained, was the growing importance of understanding media’s persuasive power and the need to equip students and audiences with the skills to critically engage with the content they consume.