19/05/2026
𝐏𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐓𝐞𝐚𝐜𝐡𝐢𝐧𝐠 𝐚𝐧𝐝 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐢𝐧 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐌𝐞𝐝𝐢𝐚: 𝐀𝐜𝐚𝐝𝐞𝐦𝐢𝐜 𝐄𝐱𝐜𝐡𝐚𝐧𝐠𝐞 𝐂𝐨𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐇𝐚𝐧𝐨𝐢 𝐔𝐧𝐢𝐯𝐞𝐫𝐬𝐢𝐭𝐲 𝐚𝐧𝐝 𝐓𝐡𝐞 𝐔𝐧𝐢𝐯𝐞𝐫𝐬𝐢𝐭𝐲 𝐨𝐟 𝐐𝐮𝐞𝐞𝐧𝐬𝐥𝐚𝐧𝐝 (𝐀𝐮𝐬𝐭𝐫𝐚𝐥𝐢𝐚)
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Within the framework of the faculty exchange agreement between Hanoi University and The University of Queensland (Australia), a scientific seminar entitled “Building teaching and research programs in digital media” was successfully held on the morning of May 19, 2026, attracting the interest of lecturers, researchers, and academic staff across the university in this field. The keynote speaker of the event was Professor Nicholas Carah, Director of the Centre for Digital Cultures and Societies at The University of Queensland and Deputy Director of the Australian Internet Observatory.
At the seminar, drawing on his extensive expertise and nearly 20 years of research experience in modern communication studies, Professor Nicholas Carah presented an overview of the transformation of digital media, particularly emphasizing the “socio-technical” intersection between participatory human culture and AI-driven automation.
In his presentation, Professor Nicholas Carah noted that the digital media environment is rapidly shifting from mass broadcasting models toward highly personalized automated data systems. He pointed out that current automated models operate based on “proxy logic” through three core processes: Classification (identifying cultural elements), Selection (recommending content to appropriate audiences), and Creation (generative AI producing texts and images).
One notable issue highlighted by the speaker was the risk of bias in AI systems. Since automated models are trained on human-generated data, they tend to reflect existing biases and social structures. Therefore, students majoring in communication studies need to develop a deep understanding of automated computation in order to manage the ways AI is transforming culture and the economy.
Beyond theoretical discussions, the seminar also explored practical questions: How can education balance the transfer of skills and knowledge with the use of AI tools? Professor Carah shared practical experiences from international universities, including the development of internal AI capabilities to protect user data and the application of an “analytical assessment design” model.
Specifically, students may use and declare AI support in take-home assignments; however, institutions should simultaneously design in-class assessments, such as handwritten tests or face-to-face presentations, where generative AI is not permitted in order to evaluate students’ actual competencies.
In particular, the emergence of AI is redefining the role of lecturers. Lecturers are no longer only responsible for assessing knowledge, but also for “evaluating how students use AI tools,” while guiding students to become expert users with critical thinking skills. Rather than rejecting AI, universities should help students view AI as a “creative partner” capable of generating unexpected insights.
The seminar opened up many new directions for curriculum design across disciplines ranging from computer science to strategic communication and marketing. The success of the event not only provided participants with the latest knowledge on digital communication, but also reaffirmed the effectiveness and practical value of the faculty exchange program between Hanoi University and The University of Queensland, contributing to the realization of internationalization goals and the enhancement of higher education quality in the digital era.
