Courses

• Influence & Perceptions

  Ms. Sigalit Maor Hirsh

  The issue of influence and especially influence operations has become a top priority for countries and organizations in recent years, as it poses a true challenge in the current digital reality. A series of attacks and threats on political institutions, corporations, and financial institutions around the world has further emphasized  the important of the issue. During the Influence and perceptions class , we will focus on acquiring the needed knowledge in the field of influence and perceptions while presenting different tools to cope with this new reality. The class is designed to expand the students ' knowledge regarding the cyber world, strategic communications , psychological warfare, and influence operations. We will review current opportunities and trends in the field, alongside and in-depth understanding of the risks and threats, while obtaining tools that  will help deal with influence operations and disinformation. We will examine the coping methods of various organizations, the typology of attackers, common types of attacks, case analysis, and best practices. Some of the topics we will discuss include: cyber warfare and influence operations, governments and civil society defense decision-making processes dor risks associated with influence operations. The students will also be provided with practical "Open Source Intelligence" and "Social Media Intelligence" collection and analytic tools. 
• Content Creation for Viralization in Social Networks: Implementation and analysis

  In a digital landscape where various actors seek to promote messages and agendas, the question of which content style is most likely to achieve virality on social networks is a key focus in content management studies. This unique seminar aims to teach the primary models of virality identified by leading scholars and analyze their validity across different contexts using an innovative approach. Throughout the course, students create a social media account with the goal of achieving some level of virality, and the account's data is then analyzed to test the accuracy of prominent virality models, such as Berger's STEPPS model. The final research paper integrates these findings, contributing to contemporary viral content literature.
• Future of Content Creation: Generative AI as Co-Pilot

  Dr. Michal Ben David

  The course explores the intersection of artificial intelligence (AI) and content creation from both a critical and practical perspective, aiming to equip creators with the skills to utilize innovative AI technologies while evaluating their limitations and capabilities. It addresses the question of whether AI tools can replace human creativity or serve as a collaborative aid to enhance the creative process, focusing on real-world applications of generative AI across journalism, marketing, entertainment, and more. Students will analyze case studies from various fields, while also considering the cultural, philosophical, and ethical implications of AI in content creation. The course also includes hands-on training in AI-driven workflows, covering prompt crafting for scriptwriting, image, video, and sound generation, as well as post-production techniques. By the end, students will have a comprehensive understanding of generative AI tools and will create their own AI narrative-driven short video.
• Power and Influence in the Algorithmic Age

  Prof. Karine Nahon

  In this thought-provoking course, we explore the intricate landscape of power in our increasingly digital world. Power manifests in various forms, including the ability to influence decisions, shape political agendas, and mold societal norms and preferences. The course provides a comprehensive blend of conceptual insights, theoretical frameworks, and empirical analyses to unpack these complexities. At the core of our study is the concept of the 'construction of mind,' a battleground where diverse forces converge and compete within the realms of digital media and technology. We will examine contemporary case studies that highlight power dynamics among key players on social media and technological platforms, addressing issues such as content moderation, the dissemination of leaked information, electoral interference, and the use of digital networks for protest and advocacy. "Power and Influence in the Algorithmic Age" is not just a course—it's an intellectual journey into the heart of digital power dynamics, equipping participants with essential insights and skills to navigate our complex, algorithm-driven world.
• The war over narratives: Media and Conflicts in the Digital Age

  Prof. Moran Yarchi

  In 21st-century conflicts, battles are fought not only on the military front but also in the media. Actors can no longer rely solely on military strength to prevail; gaining favorable media coverage is crucial for securing public support, shaping positive policies, and ultimately achieving their goals. This "image war," where each side strives to justify their beliefs, ideas, and actions, has become a significant front in the broader struggle between adversaries. This course explores various aspects of media coverage in conflicts, with a special focus on asymmetric conflicts and terrorism. It provides students with a deep understanding of concepts like newsworthiness, the coverage of conflicts in national and international contexts, and the intricate relationship between terrorism and the media. Through case study analyses and real-world examples, students will gain valuable insights into how media shapes and influences modern conflicts.
• Conscious Communication Campaigns

  Dr. Galit Marmor - Lavie

  Consciousness is key when crafting a communication campaign in today's world. In this course, students are first encouraged to cultivate self-awareness and internal communication before applying their skills externally. This approach stems from the complex and profound challenges our world currently faces. Practices like meditation and self-compassion are incorporated into the learning experience. Simultaneously, students are taught the fundamental elements of campaign building, from storytelling and defining a company's "why" to Integrated Marketing Communication and delivering an advertisement to an audience. Theory and practice come together in the classroom, reinforcing the significant responsibility that communicators hold in shaping messages and narratives.

   

Workshops

• Influence and Narrative on Social Media

  Mandatory Workshop

  In an era where young people's identities are shaped on social media, these platforms often become the arbiters of "truth," influencing narratives on almost every subject, even when not entirely accurate. The power to shape social, economic, and political conversations is immense, and with it comes great responsibility. This workshop focuses on how to create influence on social networks outside of commercial purposes—how influence works, how it is measured, and how to build influence and digital assets. The goal is to teach students how to create impactful narratives on social media through digital assets, content, influencers, and collaborations, as well as how to measure that influence. The workshop will explore various roles, from content creators acting as influencers to social media managers and storytelling professionals, while analyzing both successful and less effective campaigns to understand what drives long-term influence. Students will also learn about the main platforms, their differences, and will engage in creating digital assets, developing concepts, and promoting impactful ideas in their chosen fields.
• Strategic Communication : from creation to Impact

  Mandatory Workshop

  In today's highly publicized world, where anyone with a smartphone and social media can influence public opinion, managing public perception has become increasingly complex. Organizations, from governments to corporations, face the ongoing challenge of introducing new policies, promoting existing ones, and navigating crises—whether sudden or prolonged. This task is further complicated by the "post-truth" era, where misinformation, disinformation, and "alternative facts" can obstruct effective policy implementation. Seemingly straightforward decisions, like enforcing public health measures or altering customer service processes, are subject to scrutiny by a diverse network of commentators, from experts to hostile online activists. In this contentious environment, strategic communication is not just advantageous—it’s essential. Organizations must master the ability to convey their messages authoritatively and persuasively to diverse, often skeptical audiences, requiring a balance of persuasion, coercion, and legitimacy—even when lacking public approval. Our workshop is designed to equip participants with the tools, skills, and experience needed for effective public relations and crisis management. Through a combination of theoretical frameworks, case studies, and hands-on exercises, participants will learn to navigate the complex public sphere, engage with various media platforms, and manage relationships with different audiences.
• Storytelling & Message Promotion

  Mandatory Workshop

  In today’s world, creating political or social impact is no longer driven solely by policies or ideals but by the stories used to convey them. Storytelling has evolved from a buzzword into a vital skill for influencers, thought leaders, and activists. Those in key roles within organizations are often tasked with engaging diverse audiences and presenting ideas, technologies, or important messages. A compelling story is the most engaging and memorable way to do so, making it a powerful strategic tool. While a picture may be worth a thousand words, the value of a well-crafted video is immeasurable, making it the ultimate medium to capture attention from both people and search engines. As digital transformation advances, producing and distributing videos has become easier, but making content go viral remains a challenge. This workshop equips participants with both theoretical insights and practical tools to effectively deliver messages and capture the hearts and minds of various target audiences. It includes sessions on identifying, developing, and adapting key messages into formats suited for any audience and cultural context, transforming them into compelling stories. Throughout the workshop, participants will develop essential communication skills and strategies to enhance their storytelling impact.
• Advanced Video Production

  Mr. Sharon Karp; Mr. Dovev Shoshan

  Elective Workshop

  Video content has become central in people's lives, with many owning multiple screens (mobile phones, tablets, computers, etc). AS such, the ability to build, acquire, and utilize an understanding of the video production process is significant. Cinematography and video editing are languages used to convey messages and ideas that aim to reach various audiences, stimulate, and influence them. 

  This workshop is designed to provide students with the required professional skills of visual content creation in various genres. Throughout the workshop, students will learn the various production roles both in front of and behind the camera as well as advance their editing skills whilst using Adobe Premier Software (the professional software used in the industry today)
• Journalism, visual content and on camera skills

  Elective Workshop

  The workshop "Journalism, Visual Content, and On-Camera Skills" equips students with essential journalistic skills through hands-on exploration of the strengths and limitations of various types of video content on social media. Participants will learn to create impactful on-camera journalistic digital content that resonates with audiences and influences society. Tailored for third-year students with an interest in on-camera work, the workshop focuses on enhancing content creation skills, including research, developing a social media series, journalistic interviewing techniques, on-camera writing, and body language. Students will collaborate in teams and work individually to conceive and produce their own journalistic content, with ample opportunity to discover and refine their unique on-camera presence.
• Creativity in Directing and Production workshop

  Elective Workshop

  This senior-level course examines the intersection of artificial intelligence and creative storytelling, equipping students with advanced skills for the evolving media landscape. Students will learn to leverage AI tools to enhance their creativity, develop compelling narratives, and produce visually striking content. The course combines technical proficiency with artistic vision through hands-on projects and critical discussions, preparing students to take the lead in the AI-driven future of visual storytelling and direction.

  By the end of the course, students will be able to:
  1. Utilize various AI tools to enhance creative processes in storytelling and visual direction.
  2. Craft effective prompts for AI systems to generate innovative narrative ideas and visual concepts.
  3. Develop AI-assisted stories and visual content from concept to execution.
  4. Critically evaluate the role of AI in creative industries.
  5. Navigate ethical considerations in AI-enhanced creative processes.
  6. Apply AI tools in character development, story structure, and visual element selection.

Seminars

• Media Audiences: Uses, Interpretation and Influence

  Dr. Keren Tzur-Eyal

  This seminar will explore the types and roles of audiences across various forms of mass media, both traditional and new, as well as the processes of media reception and the effects of media content on audiences. Key topics include audience characterization, the traits of active audiences, the relationships audiences develop with media personalities and characters, and the social context of media exposure and its impact. A wide range of media formats will be examined, allowing students to gain a comprehensive understanding of audience dynamics. As part of the course, students will conduct original research on a related topic.
• Virtual reality experience

  Dr. Jonathan Giron

  Despite significant advancements in virtual reality (VR) and related technologies, the design of interactive VR scenarios remains an evolving challenge. New rules, conventions, and best practices are continually being developed. The rise of artificial intelligence (AI) introduces exciting possibilities, such as automated changing environments, AI-generated conversational agents, and adaptive personal avatars, which will soon be integrated into immersive and augmented experiences. VR has demonstrated persuasive capabilities through embodiment and sensory stimulation techniques, enabling the creation of out-of-the-body experiences and innovative methods for perspective-taking. This seminar will explore critical questions, including how to tell a story in VR using AI, the unique affordances of VR, and how to design experiences that leverage AI capabilities. Additionally, we will investigate the most effective interaction paradigms and their suitability for various scenarios and purposes. Addressing these questions necessitates an understanding of immersive technology concepts rooted in psychology and neuroscience, as well as translating these scientific insights into principles for experience design and evaluation. Ultimately, the future of VR experience design will be a collaborative effort between humans and AI, and this seminar aims to explore that collaborative process.

Final Projects

• Content Creation - The art of Journalism

  The yearlong workshop on Investigative Journalism builds on the foundational knowledge acquired in the 1st and 2nd years, immersing students in the captivating world of journalism in the digital era. This workshop provides a unique opportunity for students to learn from and collaborate with leading professionals in the field, resulting in the production of high-quality investigative projects. It is designed for those who seek a deeper understanding and practical experience in in-depth investigative journalism.

  In the first semester, students will receive a theoretical foundation that covers how to construct an in-depth story, conduct relevant research, identify sources, perform professional interviews, and develop journalistic narratives suitable for various media platforms. The second semester will focus on practical application, where lecturers transition into mentors, guiding students through their individual investigative projects. They will assist students in conducting research, finding credible sources, interviewing subjects, and building coherent narratives. Each student will receive personalized mentorship throughout the semester to create high-quality projects that may be published in written or video formats. Students will select their own investigative topics, which can range from social issues and environmental concerns to bureaucracy and injustice.

  Here are some links to stories published by our students as part of the project:

  https://www.the7eye.org.il/489092

  https://www.jpost.com/israel-news/article-754378

  https://www.jpost.com/israel-news/article-749966

   

   
• Content Creation : Research, Produce & Measure

  In today’s world, where content traverses multiple platforms—from television to digital channels and social media—content creators hold a vital position in the global market. This workshop focuses on investigating and developing stories rooted in social documentary content and docu-activism, aiming to shape and influence reality through short feature films. We will explore the role of creators in addressing social, cultural, and political issues and examine how the camera impacts the documented reality.

  The workshop will emphasize finding compelling stories, employing investigative techniques, and understanding fieldwork methodologies. Topics will include interview theory tailored to various formats, scripting, directing, cinematography, and the practical production of films, web series, and other digital content. Students will progress by testing their ideas through hands-on video experiences, providing a solid understanding of the creative process.

  Classes will blend face-to-face meetings with fieldwork, accompanied by weekly analyses of participants' work stages. By the end of the year, students will complete a project that meets industry production standards, whether it be a documentary film, short feature film, documentary web series, investigative series, or activist project. These projects will culminate in a pitching event where students present their work to leading industry practitioners.

  Click Here to watch an example of the videos created as part of the project.