The Power of Media and Creativity: Lessons for Future Communicators

Understanding the dynamic relationship between media and creativity is essential in today’s rapidly evolving communication landscape. This theme was at the heart of the talk titled The Power of Media and Creativity: Lessons for Future Communicators, organised by the Faculty of Creative Industries (FCI) Department of Mass Communication (DMC), on 21 November 2024 at UTAR Sungai Long Campus. Delivered by Assoc Prof Dr Smith Boonchutima, President of the Asian Congress for Media and Communication (ACMC) and DMC External Examiner, the session offered participants a comprehensive exploration of media’s influence and creativity’s transformative power in shaping societal narratives and driving change.

Front row, third from left: Mr Thinavan, Dr Cynthia Lau, Dr Smith, Mr Kenneth Lee and Ms Lim

Present at the event were FCI Deputy Dean for R&D and Postgraduate Programmes Dr Cynthia Lau Pui-Shan, FCI Deputy Dean for Academic Development and Undergraduate Programmes Assoc Prof Mr Thinavan Periyayya, FCI Department of Mass Communication Head Mr Kenneth Lee Tze Wui, Centre for Corporate and Community Development (CCCD) Director Ms Lim Guat Yen, UTAR staff and students.

Dr Smith

Dr Smith began by examining media’s extensive reach, fuelled by internet penetration, news consumption, and the rise of social media. He highlighted how these platforms serve as double-edged swords, providing access to information while simultaneously being prone to the spread of misinformation. By illustrating the intersection of media and creativity, he emphasised their collective role in shaping public opinion, influencing behaviour, and inspiring innovation. Participants were encouraged to reflect on the profound impact of media and the importance of critical engagement in today’s information-saturated world.

Dr Smith

Social media, a central focus of the talk, was presented as a powerful yet complex tool. Dr Smith discussed its influence on how people perceive current events and questioned whether social platforms leave users more informed or misinformed. He highlighted how the information encountered on social media can shape perspectives and influence behaviour, sparking critical conversations about balancing the benefits of open dialogue with the risks of misinformation.

Discussions session

Interactive group discussions and activities further enriched the session. Participants engaged with questions such as which media platforms are most influential, how media coverage shapes public perceptions, and what might happen in the absence of media involvement. Case studies on movements like #MeToo, the Ice Bucket Challenge, and Black Lives Matter allowed groups to analyse the media’s role in amplifying these initiatives and shaping societal responses. By presenting their findings, participants shared diverse perspectives and showcased the media’s transformative power in real-world contexts.

Creativity’s role in communication was another key focus of the talk. Through the “Think-Pair-Share: Creativity in Action” exercise, Dr Smith demonstrated how creativity drives economic empowerment, represents diverse cultures, promotes social inclusion, and inspires change. The discussion emphasised why creativity matters in communication, showing how it elevates messages and fosters meaningful connections. Participants left with a deeper appreciation for the role of creativity in addressing complex societal challenges.

The session concluded with a reflection on participants’ roles as future communicators. Dr Smith urged them to embrace impactful and responsible communication, highlighting their potential to influence society positively. Participants identified key takeaways, including the power of media, the significance of creativity, and strategies for overcoming contemporary challenges.

The engaging and insightful talk provided a comprehensive understanding of media’s influence and creativity’s transformative power. It left attendees inspired to navigate the evolving media landscape with a critical eye and a creative spirit, ready to take on the challenges of tomorrow’s communication landscape.