Journal of Public Relations Research Middle East
Scientific Refereed & Open Access Journal
Arab IF 2020 =2.01, Arcif IF 2021 = 0.9655, IF of the Supreme Council of Universities = 7
ISSN Online: (2314-873X) ISSN Print: (2314-8721)
| Vol.9
Fifth Scientific Conference: "The role of media and art in building awareness and upgrading public taste" , Vol.9 , Thirtieth Fifth Issue (Media & Public Relations in the Age of Artificial Intelligence)

The Fifth Scientific Conference of the College of Mass Communication-"The role of media and art in building awareness and raising public taste",,Faculty of Mass Communication,Modern University of Technology and Information MTI

Our Arab societies are witnessing a severe decline and decline in the system of values ​​and morals that we have always been proud of for many years, and these societies suffer from a state of intellectual, cultural and moral deterioration and behavioral deviation, which led to the spread of strange societal phenomena that were not familiar in our societies (such as the increase in crime rates, the spread of terrorism, the rejection of Acceptance of others and corruption of public taste.
The reasons and motives for these phenomena varied, sometimes due to the absence of the family and the decline in the role of educational and cultural institutions, and sometimes due to the lack of religious motives and the low economic status of most members of the people.
Despite the complexity and diversity of the reasons that led to this situation, the fingers are usually pointed at the media and artistic institutions as the direct cause of low tastes and the absence of moral values, and that they are directly responsible for spreading poor values ​​and low tastes with the materials and programs they provide, which seek to reap profits from Behind the ads, while not giving weight to values ​​and morals.
Instead of playing its hoped-for role in building a conscious personality and spreading the values ​​of justice, peace and love, it seeks to stoke the spirit of animosity, hatred and incitement to terrorism.
While we cannot agree with the view that media and art are solely responsible for moral and ethical deterioration, we acknowledge that they have a real responsibility for what we have come to.
Hence the interest of the Faculty of Mass Communication at the Modern University for Technology and Information MTI to hold its fifth conference under the title “The Role of Media and Art in Building Awareness and Raising Public Taste” to put before decision makers a diagnosis of the reality of media and art in our country and how to return them to the desired role in protecting values ​​and ethics and contributing to building societal awareness During the conference, many research papers and scientific working papers will be presented, in addition to holding some seminars and workshops that address the topic of the conference from its various angles.
Themes of the conference:
The first axis: the media message, building awareness and raising public taste:
1- Radio, television and cinema drama and awareness building.
2- Cultural programs and awareness building.
3- The satirical programs and their relationship to public taste.
4- Songs of festivals and public taste.
5- Children's programmes, animation films, and child character building.
6- Electronic games and their effects on public taste.
7- Media campaigns and awareness building.
8- The role of social marketing campaigns in raising awareness of public taste.
The second axis: media, art and the digital revolution:
1- Mobile journalism and its impact on building public awareness of public taste.
2- Blogger videos on social media and their impact on building awareness and raising public taste.
3- The video clips on the Tik Tok application and the extent of their impact on the awareness and general taste of young people and children.
4- Uses of service smartphone applications and their relationship to public taste.
5- Mechanisms of digital marketing for media and artistic content and the formation of awareness of public taste.
6- Media and artistic works presented on digital viewing platforms and their impact on the values ​​and culture of Arab societies and the taste of the public.
The third axis: visual culture through the media and the formation of public taste
1- Designing electronic media websites and keeping them up-to-date with modern trends in aesthetic taste.
2- Directing dramatic and cinematic works and its role in promoting and supporting public taste.
3- Direction controls for dramatic and cinematic works.
4- The form of advertisements and their role in influencing public taste.
5- Press directing and upgrading the visual frameworks for public taste.
6- Slogans and logos for advertising and media campaigns and building public taste.
7- Road advertisements and the preservation of public taste.
8- Video clip songs and their relationship to public taste.
9- Architecture, decoration, furniture and clothing design in the forms of media production through traditional and new media, and to preserve public taste.
10- Infographic/infographic design sites and how to raise public taste.
11- Interactive design in network media and websites, and upgrading the visual frameworks for public taste.
The fourth axis: the social responsibility of the media in raising public taste
1- The challenges of making series and movies and competition frameworks in building public awareness and raising public taste.
2- The language of the media discourse in the talk shows and its role in upgrading public taste.
3- Information and building awareness of the other and freedom of difference.
4- The person responsible for communicating and disseminating the initiatives of civil society institutions and community institutions in promoting public taste.
5- The person in charge of communicating and activating the initiatives of the Ministry of Culture to improve public taste.
6- The communicator, the elite and opinion leaders and their role in spreading cultural awareness of public taste.
The fifth axis: media education and building the public taste of society
1- Mechanisms of media education and the formation of public awareness of public taste.
2- The effectiveness of traditional and new media in promoting the concepts of media education among the public.
3- The role of artistic production in all its forms in creating a citizen capable of realizing his rights as a viewer and interpreting the content in light of the principles of media education.
4- The impact of foreign production, whatever its nature, on the formation of awareness of public taste.
5- Media education, creative expression skills, and raising public taste in the media message.
6- Persuasion strategies in media content and building awareness of public taste.
7- Advertising education and its relationship to the consumption patterns of the public.

The sixth axis: organizational efforts, control mechanisms and legislation related to public taste
1- The Supreme Media Council and its efforts to organize media and artistic performance.
2- Oversight of artistic works and frameworks for preserving public taste.
3- Media ethics and legislation related to public taste.
4- Information and building awareness of crimes of public taste and its pillars.
5- Local and international experiences related to the protection of public taste.
6- Problems of establishing a code of honor and controls for the use of social media and the control of the submitted content.
Researches are accepted in both Arabic and English. Abstracts are submitted within (two pages) including the title, a brief description of the topic and the methodological procedures followed, no later than September 23, 2021 AD, and full research papers are received no later than November 30, 2021 AD.
 Terms of Participation:
The following papers and papers submitted to the conference are required:
1- The research and working papers should not have been previously published.
2- To follow the scientific rules in writing and documentation.
3- The research should be within a maximum of thirty pages.
4- Participating works are presented in Word format, font size 14, type of "Simplified Arabic" and 16 for sub-headings, and in Arabic. The first page includes the title of the research, the name of the researcher, the entity to which he belongs, and the researcher's email.
5- Research papers submitted by members of the Promotions Committee for Media Studies are judged.
6- The conference proceedings are published in a book issued by the college after the end of the conference.
7- Works and contributions should be sent to the e-mail or in the name of Prof. Sami Al-Sharif, Dean of the College, or at the postal address p. 137, Mokattam Post.
8- Participation fees in the conference for research (700 pounds) for Egyptian researchers, (300 US dollars) for Egyptian and Arab researchers from outside Egypt.
9- Attached is the conference registration form, please complete it and send it along with the research summary.

Key Words:
Media - Art - Awareness - Public Taste.

Research Language:
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