Digital Media Innovation: We have entered an era of digital technology and media information society where the earlier notions of society relations and human interactions have been replaced by the networks of information and digital societies. We are right now together, working from our homes, interacting with each other, and working for the betterment of society by sharing knowledge, all because of the innovations in media and communication technologies.

The paradigm shift in media and communication studies has already seen a transition where the institutional structures and roles of media and communication have evolved with the emergence of political economy dynamics in the industry, in which content creators, producers, journalists, filmmakers, writers, musicians, and marketing personnel have seen a dramatic paradigm shift in working operations. The people of the industry have supported the transformational ideas that promote the quality of all professions by promoting advanced media innovations, engaging communities, and fostering art. 

K.R. Mangalam University provides a unique platform for us to come together and shape the future of media and communication studies and discuss the changing paradigm of the media landscape. The challenges brought by the forces of nature in the form of technological advancements are certainly teaching mankind a lesson and forcing us to find alternative ways of sustenance. The efforts of intellectual and scientific innovations brought by the sheer dint of knowledge for which the universities are the forefront bearers of innovation and advancement have made it possible for us that we have been able to virtually conduct all our academic affairs and knowledge generation through platforms like LMS, Moodle, mentorship portals, Teams, etc. This kind of interactivity is possible only with the advancement in media and communication technologies, for which universities have always provided a basic impetus to nurture and innovate such kinds of intellect and inventions. 

Shaping the Future of Media and Communication Studies 

Digital technologies have fundamentally altered the nature and function of media in our society, reinventing age-old practices of public communication and, at times, circumventing traditional media and challenging its privileged role as gatekeepers of news and entertainment. Some critics believe these technologies keep the public involved in an informed discourse on matters of public importance, but it isn’t clear this is happening on a large scale. The digital age has arrived with a set of big communication challenges for traditional mainstream media: new relations with audiences (interactivity), new languages (multimedia), and a new grammar (hypertext). But this media revolution not only changes the communication landscape for the usual players but most importantly, it opens the mass communication system to a wide range of new players. 

It is believed that democracy thrives when people and communities are informed and engaged. As more media becomes increasingly available in digital formats and traditional models of media packaging and distribution start to unravel, “the customer is king” is fast becoming the industry’s new catchphrase. The changing paradigm of media has changed the way people perceive, reflect, react, and interact with each other.

The abundance of information and communication has created a paradigm shift in the field of media and communication, which is the basis of our pedagogical efforts at KR Mangalam University, which are in alignment with the new education policy. The COVID pandemic has made this paradigm shift a reality, and academicians, industry people, students, and others have successfully overcome the challenges posed by forces of nature and worked tirelessly all because of media innovation and technologies. 

School of Journalism and Mass Communication contribution and way ahead 

The School of Journalism and Mass Communication has already worked tirelessly, both in terms of academic and industrial output, and is gradually emerging as one of the finest media schools in India. The school aims to become one of the finest media and communication schools in North India, and the work has already been set in motion with several media industry partners like AajTak, News 24, NDFF, and others collaborating with K.R. Mangalam University for academic and industry connections.

The SJMC department also has collaborations with the advertising and public relations industries, film industries, design and innovation industries, publishing industries, and others. The school, apart from focusing on journalism and news media, is planning to focus on aspects of digital marketing, UI and UX, and AI integration in the media industry.

This is the first of its kind in India. The school can become a hub of news and film production with the kind of infrastructure and efforts being put in by the school, and I am very convinced of the kind of faculty expertise KR Mangalam University has and the efforts made by the faculty in teaching and learning. The school focuses on the amalgamation of industry and academic progression, with a simultaneous focus on research, production, and innovation.

The MOU signed with different industry and academic partners is one such effort to employ young, budding students. The SJMC also runs its television channel, radio podcasts, newsletters, and content creation, and provides house expertise to students, which is the need of the hour. It is also in the process of developing a curriculum on digital marketing, data journalism, UI, and UX with the core aim of adding knowledge, skill development, job creation, and community service. 

Conclusion

In conclusion, K.R. Mangalam University is standing at the forefront of shaping the future of media and communication studies by adapting to the evolving media landscape. The strength of the institution and SJMC in particular lies in leveraging technological advancements by integrating technology and other interactive smart education platforms for knowledge creation. The university is open to embracing the changes that align with the pedagogical efforts of the New Education Policy.

The School of Journalism and Mass Communication epitomises this proactive approach by collaborating with industry partners to bridge the gap between academia and real-world application. The SJMC is also in the process of focusing on emerging digital media areas like digital marketing, film production, AI integration, design, and animation. The in-house hands-on training in the form of news channels, social media content creation, radio podcasts, and newsletters provides a platform for students to learn and grow. These are the efforts towards enhancing the skill development of students for employment generation and community service. The K.R. Mangalam University in general and the SJMC department in particular are committed to nurturing next-generation communication professionals who are ready to face the challenges of the digital age.