AUS and Anasy Media host seminar on youth, media and heritage preservation

Students from American University of Sharjah (AUS) engaged in a thought-provoking on-campus seminar titled ‘Conveying Cultural Significance: The Role of Youth, Media and Communication in Valuing and Protecting Cultural Heritage’. Held under the patronage of Sheikha Alyazia bint Nahyan Al Nahyan, First Extraordinary Ambassador for Culture for the Arab League’s Educational, Cultural and Scientific Organisation (ALECSO) and in collaboration with Anasy Media, the event emphasised the pivotal role of youth in preserving cultural heritage.

It explored how media and communication strategies can enhance the appreciation of culture, emphasising youth engagement and innovative storytelling. The seminar covered the role of film, guides and museums in fostering public connection to heritage, showcasing creative approaches to inspire community involvement and cultural preservation. Dr. Varkki Pallathucheril, Dean of the College of Architecture, Art and Design (CAAD), opened the seminar by highlighting the critical role media plays in connecting generations and celebrating cultural heritage. “Media serves as a bridge between the past and present, preserving the stories that shape our shared identity,” he said. “Through our collaborations with leading cultural organisations, we are committed to providing our students with the knowledge and tools to actively engage in and protect cultural heritage.”

Haifa Beseisso with the mike.

Mohammed Mamdouh, Assistant Professor of Architecture and Design at CAAD, took the audience on a journey through the region’s rich storytelling traditions, reminding them of how cultural literacy has long influenced film making. “The narratives rooted in our heritage, history and identity are not only foundational, but also continue to inspire contemporary cinema,” he said, encouraging students to see their work as part of a continuum that celebrates the past, while speaking to the present. The event’s visual highlight was offered by Dr. Zaki Aslan, Professor of Practice at CAAD, who showcased a film from the Community Museums Project in Sudan. It illustrated how museums can serve as vibrant hubs that bring communities together and preserve cultural practices. “It’s about more than just safeguarding artifacts,” Dr. Aslan said. “It’s about making cultural heritage come alive and ensuring young people become the stewards of these stories.”

Dhekra Ouali, Cultural Advisor to the Cultural Ambassador for ALECSO, provided an overview of the Arab Cultural Guide Program launched in 2022 by the Ambassador for Culture for ALECSO, Sheikha Alyazia Bint Nahyan Al Nahyan, in partnership with ALECSO and the Arab Organization of Museums, emphasising youth empowerment and the importance of preserving cultural identity. She also addressed the foundations of the media campaign for the Arab Cultural Guide Program, and spoke about the metrics of its success and its transformative impact vis-a-vis the experience of visiting museums, presenting them as vibrant cultural spaces that attract all forms of art. Asma Mannaee, Head of the Department of Archaeology at the UAE Ministry of Culture and winner of the first place in the Award for Excellence in Museum and Cultural Guidance for institutions and ministries through the Arab Cultural Guide Program, underlined the cultural guide programme’s role in inspiring Arab youth and enriching visitor experiences at museums and heritage sites, highlighting cultural tourism’s contribution to the economy.

A question from the audience.

Adding a personal touch to the discussion, Ezzeldin Hajjaj, the first-place winner of the Cultural Guide Competition for Sustainable Ideas and Projects (for the project on developing the interactive infrastructure of Arab museums) and Research Assistant at the Department of Archaeology at the University of Khartoum, illustrated how digital tools can connect people to their heritage. He underscored the importance of using technology to foster intercultural understanding. Haifa Beseisso, content creator blogger, rapper and YouTuber, shared her experiences in using social media to promote Arab culture, including the utility of workshops that engaged and inspired youth. She also discussed her participation in the From Idea to the Screen workshop in the Comoros, which contributed to empowering young Comorian talents and provided them with the opportunity to make use of their skills in producing various media and film content.

Beseisso, born in Dubai in 1990, is a Palestinian-American who regularly posts about her travel experiences and speaks about topics of cultural significance in the Arab world. A graduate of the American University in Dubai, she has been selected as a YouTube Creator for Change Ambassador. The initiative aimed to create impactful content that promotes positive change. The seminar concluded with an open discussion, as students reflected on how they could use media to make a difference. CAAD, which played a major part in the event, is a leader in design education in the region, ranking number one in the UAE and among the top 200 universities globally for architecture and the built environment, and number two in the UAE and among the top 200 globally for art and design (QS World University Rankings, 2024).

It provides students with opportunities to engage in projects that connect their creative work with real-world issues, such as heritage preservation and community engagement. AUS was founded in 1997 by His Highness Sheikh Dr. Sultan Bin Muhammad Al Qasimi, Member of the Supreme Council of the United Arab Emirates and Ruler of Sharjah. He articulated his vision of a distinctive institution against the backdrop of Islamic history and in the context of the aspirations and needs of contemporary society in the UAE and the Gulf region. AUS is accredited internationally and recognised by employers globally for creating graduates equipped with the knowledge, skills and drive to lead in the 21st century.