Shadi Abuayyash

Accomplished researcher, educator, and media expert with over 20 years of experience in academia, journalism, and communication consultancy. Demonstrates excellence in educational leadership, innovative research, journalism, and strategic communication, with significant contributions to digital media studies. Research focuses on the impacts of AI on public relations, strategic communication, online news consumption, and cultural representations in the digital public sphere.

• Media & Cultural Representations – identities and cultural symbols in Palestinian/Arab contexts
• Digital Transformation – media practices, organizational communication, and societal change
• Mediatization – media’s impact on politics, society, and culture
• Media Management – leadership, innovation, and digital adaptation
• Public Relations Theory – strategies in digital PR for startups and corporations

Book Chapters

• Almitamy, M. S., Ben Amor, A. B., & Abu-Ayyash, S. (2026). The War of Algorithms: Artificial Intelligence and the Shaping of Conflict Narratives in the Russia-Ukraine War. In K. Al-Kassimi, T. Işık, M. Fahim, & B. Gezmen (Eds.), Media Representation and Public Perception of War(pp. 201-228). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-1722-9.ch007
• Abu-Ayyash, S. (2025). Digital Transformation’s Effect on PR and Strategic Communication in Palestinian Startups. In: Bosah, G., E. Hinson, R., Adae, E.K. (eds) Strategic Public Relations in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-85344-9_12
• Abu-Ayyash, S. (2023). Palestinian online news framing of China’s positions on Palestine (2020–2021). In Zhang, S.I. & Peng, A.Y. (Eds.), China, Media, and International Conflicts. Taylor & Francis. http://doi.org/10.4324/9781003261278-11
• Abu-Ayyash, S. , & AlAhmad, H. (2023). Social media, activism and mass protest: Framed narratives of the May 2021 Sheikh Jarrah events. In N. Miladi (Ed.). Global Media Coverage of the Palestinian-Israeli Conflict: Reporting the Sheikh Jarrah Evictions (pp. 171–186). London: I.B. Tauris. Retrieved November 11, 2025, from http://dx.doi.org/10.5040/9780755649921.ch-010
• Abu-Ayyash, S. (2020). مفاهيم العلاقات العامة والاعلان والتسويق والدعاية  [Intro to PR, Advertising & Propaganda]. Birzeit University.

 Peer-Reviewed Journal Articles

• Abu-Ayyash, S. (2025). Bridging the academia-industry gap: Insights from digital journalism education in Palestine. Journalism, 0(0). https://doi.org/10.1177/14648849251320040 (Q1)
• Abu-Ayyash, S., AlAhmad, H., & Kukali, E. (2024). The domestication of data journalism in Palestine: Consumption of data-based news stories via social media. Journalism, 25(7), 1519-1537. https://doi.org/10.1177/14648849241237651  (Q1)
• Abu-Ayyash, S. (2024). Mediatized politics in Palestine: Online platforms’ influence on framing of politicians’ messages. Communication and the Public, 9(1), 100-113. https://doi.org/10.1177/20570473231224820 (Q2)
• Abu-Ayyash, S. (2024). Representations of Palestinian Culture in the Digital Public Sphere: A Semiotic Analysis of the Thobe and the Keffiyeh. Social Media + Society, 10(1). https://doi.org/10.1177/20563051231224274 (Q1)
• Abu-Ayyash, S. (2018). The solidarity movement: Mediation and collaboration for Palestine online in the UK and Ireland. Observatoire de la Société Britannique, 23, 59-81. https://doi.org/10.4000/osb.2979
• Abu-Ayyash, S. (2015). The Palestine solidarity movement, human rights and Twitter. Networking Knowledge: Journal of the MeCCSA Postgraduate Network, 8(2). https://doi.org/10.31165/nk.2015.82.370

Book Reviews

• Abu-Ayyash, S. (2016). Book review: Joyce Dalsheim, Producing spoilers: Peacemaking and the production of enmity in a secular age. International Sociology, 31(2), 224-226. https://doi.org/10.1177/0268580915627102a (Q1)

 Reports & Other Publications

• Abu-Ayyash, S. (2021). Opportunities for strengthening mutual understanding. Anna Lindh Intercultural Trends Report. https://www.annalindhfoundation.org/sites/default/files/documents/page/The%20Anna%20Lindh%20Report%202021_ENG.pdf

Dissertation

• Abu-Ayyash, S. (2016). The Palestine Solidarity Movement in Ireland and the UK. University of Galway. https://doi.org/10.13025/17909

Project Management

• Principal Investigator – UNESCO Project: Strategic Media Management & Media Literacy in Higher Education (2021)
• Coordinator – Journalists’ Skills Enhancement Initiative, Palestine (2020–2021)

Media Education Consultancy

• Practicum Manual Development – Local universities, Palestine (2019)
• Needs Assessment – Palestinian universities (2018)
• Program Evaluation – Ministry of Higher Education & universities (2018, 2020)

Professional Experience

• Freelance Translator (2010–2016) – Media, PR, Legal, Business, Education
• Training Facilitator (2016–2023) – UNDP Tunisia, IFJ
• Communications Officer – AMIDEAST, Palestine (2009–2010)
• Media Coordinator – MIFTAH NGO, Palestine (2008–2009)
• News Editing Manager – WAFA News Agency (2001–2008)

Supervision

• MA Dissertations in Contemporary PR, Integrated Digital Media, and Media Management (2018–Present)

Graduate Courses

• Communication Theory | Media, Society & Culture | Semiotics | UX Research Methods | Media Law | PR Ethics | Writing for PR | English for PR

Undergraduate Courses

• Introduction to Communication Science | Introduction to Public Relations | E-Publishing | Writing for New Media | Writing for PR | Principles of Oral Communication | Media Economics | PR Campaigns | Advertising Campaigns | Introduction to Advertising | Media Writing