Spring Vision Interview with Dr Daniel Jackson of the University of Sheffield: Digital Transformation Is Reshaping Journalism and Creating New Opportunities for Global Communication

Under the guidance of the Publicity Department of the CPC Jinan Municipal Committee, Jinan International Communication Center has meticulously planned and launched the high-end bilingual interview series City of Springs | Visionaries' Echo. This series aims to establish a platform for high-level dialogue, inviting iconic figures from around the world to engage in in-depth discussions on global hot topics, the changes of the times, and Jinan’s future development, with the goal of achieving the vision of “exploring Jinan with a global perspective”.

Recently, Dr Daniel Jackson, a leading expert in journalism studies and practice at the University of Sheffield, visited Jinan for the first time and joined Spring Vision | Voices of Visionaries. During the interview, he shared his insights on digital storytelling, combating misinformation, and the skills future journalists will need to thrive in a rapidly changing media landscape.

Reflecting on the rapid advancement of digital technologies, Dr Jackson noted that the power to shape narratives is undergoing a historic shift. Whereas storytelling was once dominated by a relatively small group of traditional media organisations, today's media ecosystem includes influencers, travel bloggers, content creators, media personalities, and professional journalists alike.

“The ability to communicate and tell stories is becoming increasingly democratised,” Dr Jackson observed. “At the same time, however, the growing number of voices and perspectives can make it more difficult for people to understand and interpret reality.” He stressed that one of the greatest challenges facing global communication today is the spread of misinformation, warning audiences against the dangers of consuming information from only a narrow range of sources.

When discussing international city branding and communication, Dr Jackson expressed optimism about Jinan’s potential on the global stage. He pointed to the city’s rich cultural heritage and distinctive natural assets, particularly its famous springs, which remain relatively unknown to many international audiences.

“Cities like Jinan, which are dynamic, forward-looking, and constantly exploring new opportunities, have tremendous potential to raise their international profile,” he said. “Internationalisation is a gradual process. What matters most is highlighting Jinan’s history and the unique characteristics that set it apart.”

Turning to journalism education and technological change, Dr Jackson emphasised the importance of adaptability. Looking back on his own university years, he noted that social media platforms, search engines, and large language models did not yet exist.

“Universities cannot teach technologies that have not been invented,” he explained. “We have to prepare for an uncertain future. Higher education is not about teaching every skill you will ever need for work; it is about developing the ability to adapt quickly. If you accept that change is inevitable, you will be far better equipped to navigate whatever comes next.”

Planning: Liu Qintao, Hou Yawen
Host: Kuang Qiongqiong
Script: Kuang Qiongqiong
Translation & Proofreading: An Shuo, Kuang Qiongqiong
Director: An Shuo
Production: An Shuo, Wei Tianyi
Post-production: Lan Chuanxin
Design: Liu Shuang
Editor: Gong Lili
Editor-in-Chief: Liang Ruxiao

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