Exploring the Art of Engaging and Impactful Storytelling at the 2024 Global Media Congress
The Power of Narrative: Insights from the Global Media Congress 2024
ABU DHABI (WAM) – The second day of the Global Media Congress (GMC) 2024 unfolded as a dynamic platform for dialogue and exploration centered on one of the oldest forms of human expression: storytelling. A session dedicated to “The Art of Storytelling” unveiled diverse methods of crafting narratives that resonate with audiences, providing insights not only for seasoned journalists but also for content creators across various media platforms.
Emirati photographer Alya bin Sultan, whose artistic endeavors have made her a prominent figure in the realm of visual storytelling, shared her compelling journey through photography. Known affectionately as Alya Al Joker, her work offers a poignant portrayal of senior citizens in the UAE, whom she regards as the bedrock of societal values and culture. “They are symbols of generosity and patriotism,” Al Joker asserted, emphasizing the importance of respecting and honoring these individuals who have shaped the nation’s identity.
Her photographic career began in 2021, a momentous occasion coinciding with the UAE’s historic Hope Probe mission to Mars. Al Joker’s inaugural project featured Emirati mothers — often underrepresented in public discourse — proudly holding banners emblazoned with the words, “We’ve reached Mars.” This initiative not only marked a significant milestone but also served to highlight the hidden narratives of resilience and aspiration within the community. Through her lens, Alya seeks to elevate the voices of older generations, encouraging their participation in contemporary technological discourse and integrating them into the fabric of today’s fast-paced society.
The session also showcased filmmaker Mohamed Attal, who elaborated on his storytelling philosophy that intertwines emotion, surprise, and purpose. His latest project pays tribute to the UAE’s Union Day, a celebration steeped in national pride, while honoring the lasting legacy of Sheikh Zayed bin Sultan Al Nahyan, the Founding Father of the UAE. Attal’s approach underscores the potential of narrative as a powerful tool in connecting the past with the present, inspiring future generations to appreciate their heritage.
Alongside these creative contributions, Ahmed Khaleeji, known as Ahmed Al Sini in the digital realm, provided valuable insights tailored to aspiring content creators. He shared essential strategies for capturing audience attention in the first three seconds — a critical window in the attention economy where content can either engage or alienate. Al Sini advocated for the necessity of consistency, originality, and clarity in communication, tailoring messages to resonate with the audience’s language and cultural context. “Building a loyal following requires authenticity and a genuine connection,” he stated, emphasizing the relationship between creator and audience as foundational to successful storytelling.
This enriching dialogue at the GMC 2024 highlights a broader theme within the media landscape: the evolving nature of storytelling in an increasingly digital world. As traditional media confronts the challenges posed by rapid technological advancement and shifting consumer behaviors, the principles of effective storytelling — empathy, clarity, and engagement — remain steadfast. These discussions not only illuminate the importance of narrative in fostering community and understanding but also signal a new era in which media professionals must pivot and adapt to remain relevant.
The insights shared during the session not only celebrate the art of storytelling but also serve as a reminder of the essential role that narratives play in shaping cultural identity and societal values. By elevating the stories of individuals like Alya Al Joker and Mohamed Attal, the Global Media Congress emphasizes the power of personal experiences in forging connections across generations, highlighting the rich tapestry of diverse voices that define the UAE and its people.
As the GMC continues, it is clear that storytelling — in all its forms — holds the potential to transform, inspire, and foster a deeper understanding of our shared humanity. As such, the congress stands as a vital forum for redefining how stories can influence the present and guide the future.
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