Dr. Aya Shata is an assistant professor in digital media at the Hank Greenspun School of Journalism and Media Studies. She got her doctoral degree from the University of Miami, where she examined transmedia narrative to promote sustainable development and identify the narrative persuasion mechanism for transmedia edutainment.

Her current research focuses on studying how Artificial Intelligence (AI) is transforming the media landscape, with a particular emphasis on the role and impact of AI in public relations, advertising, and higher education. Dr. Shata's overarching goal is to promote a more responsible use of AI, striving to bridge the gap between theory and practice across various industries. Her previous research delved into exploring attitudinal and behavioral changes brought about by interactive digital media, examining narrative persuasion and the messaging embedded in entertainment education, and investigating the effectiveness of persuasive communication campaigns and media advocacy efforts.

She is passionate about purpose-driven research that serves communities and creates a meaningful impact. Her dedication is evident in her pursuit of research for social change, covering a range of critical issues, including sustainable development, climate change, cyberbullying, HIV, women empowerment, and sexual harassment. Her impactful work has been published in peer-reviewed journals such as the Journal of Creative Communication, Journal of Current Issues and Research in Advertising, Games for Health Journal, Journal of African Media Studies, and Middle East Journal of Culture and Communication.

Dr. Shata is dedicated to shaping the next generation of communication professionals, she brings over 14 years of experience in teaching a diverse range of strategic communication courses, including Integrated Marketing Communications (IMC), advertising, public relations, and digital media. Additionally, she serves as the faculty advisor for the Public Relations Student Society of America (PRSSA).