Adapting Media Education to Emerging AI Technologies

The Department of Communication (DCom) at BNBU held its 2nd Annual Roundtable on Integrating Generative AI into Practical Media Coursework this April. Led by Dr. Jesse Hearns-Branaman, the event reaffirmed the department’s ongoing commitment to exploring the role of generative artificial intelligence in teaching and learning. Building on last year’s discussion, the roundtable highlighted DCom’s dedication to keeping media education aligned with the latest technological developments. Just as universities once quickly adopted computers and the internet, DCom is now leading efforts to embed generative AI into its curriculum, ensuring students are prepared for the evolving demands of the media industry.

Roundtable Highlights: Pedagogy Meets Industry Trends

The roundtable featured faculty from DCom and Dr. Damien Tomaselli of the Department of Film, Television and New Media, fostering a lively exchange of academic and industry perspectives. Dr. Hearns-Branaman shared insights from recent research, while attendees discussed the growing impact of generative AI across journalism, film, public relations, advertising, and other media sectors. The conversation addressed how AI tools are increasingly used for content creation, editing, and audience engagement—transforming workflows in newsrooms, production studios, PR firms, and advertising agencies.

Faculty also shared pedagogical approaches to integrating AI into the classroom, such as guiding students in AI-assisted research and content development, while also addressing ethical concerns and the importance of content quality.

Speakers emphasized a balanced approach to innovation. While generative AI can boost creativity and efficiency, it should complement rather than replace essential media skills. Core competencies—such as research, writing, storytelling, and critical thinking—remain foundational. The roundtable stressed the importance of teaching students not only how to use AI tools effectively, but also how to evaluate their outputs critically and ethically.

Continuing Leadership in Educational Innovation

The success of the event reflects the Department of Communication’s leadership in navigating emerging technologies in education. By hosting forums like this, the department demonstrates its commitment to ensuring that academic programs evolve in step with industry changes. Faculty, students, and guests left with a renewed sense of purpose: to bridge the gap between technological advancement and practical media training. As generative AI continues to evolve, BNBU’s Department of Communication remains at the forefront of shaping a forward-looking and responsible media curriculum.

Discussants:

• Dr. Jesse Hearns-Branaman, BNBU, Department of Communication

• Dr. Markus Heidingsfelder, BNBU, Department of Communication

• Dr. Damien Tomaselli, BNBU, Department of Film, Television and New Media

• Dr. You Yiqiao, Reporter & Editor, Shenzhen Special Zone Daily