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 Alyaziabint 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 emphasized the pivotal role of youth in preserving cultural heritage.
The seminar explored how media and communication strategies can enhance the appreciation of culture, emphasizing youth engagement and innovative storytelling. It 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 CAAD, opened the seminar by highlighting the powerful 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. Through our collaborations with leading cultural organizations, we are committed to providing our students with the knowledge and tools to actively engage in and protect cultural heritage,” said Dr. Pallathucheril.
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.
“The narratives rooted in our heritage, history and identity are not only foundational but also continue to inspire contemporary cinema,” Dr. Mamdouh shared, 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 came from Dr. Zaki Aslan, Professor of Practice at CAAD, who showcased a film from the Community Museums Project in Sudan. The film 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 explained. “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 AlyaziaBint Nahyan Al Nahyan, in partnership with ALECSO and the Arab Organization of Museums, emphasizing youth empowerment and the importance of preserving cultural identity. She also addressed the foundations of the media campaign for the Arab Cultural Guide Program, the metrics of its success and its transformative impact on 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, emphasized the cultural guide program’s role in inspiring Arab youth and enriching visitor experiences at museums and heritage sites, highlighting cultural tourism’s contribution to the economy.
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 and emphasized the importance of using technology to foster intercultural understanding.
Haifa Beseisso, Content Creator and YouTuber, shared her experiences in using social media to promote Arab culture, including impactful 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 utilize their skills in producing various media and film content.
The seminar concluded with an open discussion, as students reflected on how they could use media to make a difference.
The AUS College of Architecture, Art and Design 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). With a commitment to academic excellence and cultural impact, the college continues to provide students with opportunities to engage in meaningful projects that connect their creative work with real-world issues, such as heritage preservation and community engagement.
To learn more about the college, visit www.aus.edu/caad.
