Integrated Communication Model

The 21st century has brought about many challenges in the areas of media education and production; some of which present wonderful opportunities while some present substantial challenges. This paper presents an integrated communication curriculum, using an hourglass model, as means to both capitalize on the new opportunities such as improved knowledge and advanced technology, as well as overcome the new challenges. Specifically, this model addresses the needs of both higher education and professional media institutions in the Arab world. It begins with a brief history of the communication and journalism programs in the Middle East and North Africa (MENA) region. Further, it highlights common problems and pitfalls within higher education and professional institutions. Finally, it outlines, in detail, an hourglass integrated communication model, consisting of three consecutive stages. This model includes current developments in multimedia, communication and journalism curricula, which will take the MENA region successfully into the 21st century. Stage one includes a general emphasis on media, communication and journalism foundations, combined with a digital media core, journalism professional skills, current topics and media eco-systems in order that students gain basic knowledge and skills of the trade. Stage two builds on these general requirements, by going deeper into five highly specialized and technical areas: the broader process of journalism and storytelling; strategic communication (PR and Advertising); speech communication; multimedia and digital media arts and design; and creative writing, dramatic production, and filmmaking. Finally, stage three integrates and broadens, through convergence, the areas addressed in both stages.