Datafront Skill Surge: Future trends in digital media

Course description

What do we mean when we talk about administrative data? Why is administrative data considered such a powerful tool?

Routinely collected administrative data captures interactions across the entire population, offering an unparalleled breadth and depth of information.

This on-demand series aims to equip researchers with the knowledge and skills to harness data for societal and sustainable change. This series covers important topics such as the use of administrative data in policymaking, circular economy models, climate resilience, and the impact of digital media on behaviour, with emphasis on the importance of interdisciplinary collaboration and innovative strategies to address global challenges.

Participants will gain insights from experts, study case studies, and explore practical examples that illustrate how data-driven approaches and emerging technologies are transforming urban planning, agriculture, and health – that will empower researchers to shape the future of the data landscape!

• Session 25 will explore how emerging technologies and changing behaviours are shaping the future of digital media, highlighting both opportunities and challenges for users, businesses, and policymakers.

 

Learning mode

On-demand, self-paced 

 

Who should attend

This course is intended for:

• Data Analysts and Researchers: Those working with administrative or big data who want to deepen their understanding of its characteristics and uses.
• Policymakers and Government Officials: Decision-makers who rely on data to shape public policies.
• Public Sector Managers: Managers in government institutions seeking to optimise data usage for service improvements.
• Health and Social Care Professionals: Individuals looking to use data for improving service delivery and outcomes.
• Urban Planners and Public Health Professionals: Individuals interested in using administrative data to inform planning and health policies.

 

Aims and objectives

• Understand the future landscape of digital media: Explore evolving trends and how emerging technologies are reshaping content engagement.
• Evaluate AI-driven personalisation and automation: Assess how AI is transforming content creation, recommendation algorithms, and user experiences.
• Analyse changing consumer behaviours and digital interactions: Understand shifts in content consumption habits across generations and platforms.

 

Skills area and competencies

Based on the Datacise Open Learning framework, the relevant skills and competencies for this video include:

Skills Areas:

• AI and Automation in Media: Assessing AI-driven content strategies and personalisation algorithms.
• Ethical Governance in Media: Addressing concerns about misinformation, privacy, and AI bias.
• Sustainability in Digital Innovation: Understanding the environmental impact of digital media and adopting responsible practices.

Competencies:

• AI and User Experience Optimisation: Evaluating AI’s role in shaping personalised media engagement.
• Sustainability & Policy Adaptation: Understanding how media platforms can adopt greener solutions and comply with emerging regulations.
• Interdisciplinary Collaboration – Working across media, technology, and policy sectors to develop responsible digital strategies.

 

Pre-requisite

• Awareness of AI’s Role in Digital Media: Knowledge of recommendation algorithms, content personalisation, and media automation.
• Interest in Emerging Technologies: Enthusiasm for exploring AR, VR, and interactive digital experiences.
• General Understanding of Ethical Considerations in Media: Awareness of misinformation, data privacy, and digital sustainability.

 

Learning outcomes

• Understand AI’s influence on content consumption: Explore how AI shapes user behaviour through personalisation and automation.
• Evaluate ethical and sustainability challenges: Address digital well-being concerns and eco-conscious content strategies.
• Adapt to future media governance changes: Understand evolving regulations and policy frameworks shaping digital media.

 

Transferable skills

• Strategic Thinking in Digital Innovation: Applying emerging trends to business, content, and policy strategies.
• Adaptability in Emerging Technologies: Staying agile in response to shifts in media platforms and audience expectations.
• Interdisciplinary Communication: Translating complex digital trends into actionable insights for different industries.

 

Assessment

Multiple choice quiz to self-check understanding. 

 

This training content was originally developed and produced by Professor Adam Chee, Datacise Education Lead at Swansea University, with narration enhanced by advanced text-to-speech technology.