Srinagar, Apr 04: The Department of Communication and Journalism (DCJ) at the Central University of Kashmir (CUK) on Saturday organised a special lecture at its Tulmulla campus on the theme “Responsibility of Being Heard in the Age of AI: Power, Algorithms and Integrity.”
The lecture was delivered by Prof Farhat Basir Khan, Professor at the Centre for Media & Mass Communication Studies, Jamia Hamdard, who called for a fundamental restructuring of media education to align with the realities of an algorithm-driven communication landscape.
The programme began with a welcome address by Dr Arif Nazir, Head of the Department. Vice-Chancellor Prof A Ravinder Nath conveyed his best wishes for the event, while Prof Shahid Rasool, Dean Academic Affairs and Dean, School of Media Studies, also extended his support to the initiative.
Addressing students and faculty, Prof Khan highlighted how algorithms increasingly determine public visibility, often prioritising engagement over accuracy.
Drawing on over four decades of experience in academia and media practice, he described the current moment as a “structural crisis” in communication education.
“Mass communication, as we have taught it for decades, is no longer structurally aligned with how communication actually operates today,” he said.Challenging the idea that incremental updates are sufficient, he argued that the discipline requires a deeper rethink.
“This is not a content gap. This is a structural gap,” he said, stressing that merely adding modules on digital media or artificial intelligence fails to address the core issue.He noted that while students are trained in content production, they are rarely equipped to understand the systems that determine visibility and reach.
“If we do not teach this, we are not teaching communication—we are teaching craft without context,” he added.Prof Khan also underscored that responsibility in the digital age extends beyond content creators to platform designers and developers, who must ensure that algorithms uphold integrity rather than reward sensationalism.
He observed that in the age of artificial intelligence, being heard is no longer just about expression but about navigating systems that shape amplification. Algorithmic curation, he said, now functions as an invisible gatekeeper, redefining traditional notions of media control.
While acknowledging the continued relevance of legacy platforms such as television and radio, he stressed that media theories must be reinterpreted in light of emerging technologies.The session concluded with a vote of thanks by Dr Asif Khan, Senior Assistant Professor.
The discussion was facilitated by Dr Nookaraju Bendukurthi and Dr John Babu.The lecture underscored the urgency of rethinking media education, positioning Prof Khan’s intervention as both a critique of existing frameworks and a roadmap for institutions seeking relevance in a rapidly evolving communication environment.—
