Know Your Faculty: ‘Students’ desire to learn more is what fuels my passion & keeps me motivated’

Currently holding the position of Assistant Professor at the Apeejay Institute of Mass Communication (AIMC) Dwarka, Prof Sukriti Arora’s academic journey began in 2019. Since then, she had the privilege of imparting knowledge to both undergraduate and postgraduate students in the fields of journalism and mass communication.

Her academic pursuits and expertise primarily revolve around advertising, integrated marketing communications, and media laws. These areas have also been the focal points of her teaching and research.

Before venturing into academia, Prof. Arora ventured into the world of content writing, where she honed her skills and crafted engaging content. One of her notable achievements in the literary domain includes her contribution as a ghostwriter for the book ‘Wrapped in Red.’ During a brief stint with HT City, the Apeejay Prof had the opportunity to share her insights and perspectives through numerous articles, covering a diverse range of city-related topics.

As she looks to the future, her aspiration is  to attain a Ph.D., further solidifying her academic credentials and contributing significantly to the chosen field. In the ‘Know Your Faculty’ interview series, Prof. Arora explains about her long-term goals of becoming a celebrated author and how she looks forward to sharing her knowledge and experiences with a broader audience.

 Read edited excerpts:

What ignited your passion for academia and particularly to teach journalism and communication?

My passion for academia started on a very specific day from my early college days. I was pursuing a BA in Mass Media and Mass Communication from IP College of Delhi University; back then I wanted to become a journalist. And one day, I was invited by a coaching institute to deliver a lecture for students who were aspiring to join similar courses and preparing for entrance exams. The catharsis I experienced after teaching that class of 100+ students, and the appreciation I received from them, was a single defining moment which convinced me to become a lecturer. Even today, I get the same feeling after each class. And I chose to teach mass communication specifically because this is a course that builds not only your skill set but also your personality. It shapes your attitude to become a more broadminded and analytical person.  

What are some of the key goals you wish to fulfill at Apeejay?

At Apeejay, my goal is to become a better educator under the guidance of my leadership here. That, in turn, would enable me to help students become industry-ready professionals with strong skill sets and work ethics. I also wish to upscale my research portfolio at Apeejay with the help of all the resources that faculty members are offered here.

Any memorable or inspiring experience you’ve had as a professor? As a professor, what do you think is your biggest success so far?

As a professor, I find inspiration every day in the curious eyes of my students. Their desire to learn more is what fuels my passion and keeps me motivated. My biggest achievement in this profession is that many of my students, who are now highly placed in the industry, remember me in their moments of success. It reassures me that I have played some part in that achievement.

Mass communication and journalism is quite a practical experience. What innovative practices do you leverage to engage your students in learning the course while making the process enjoyable?

My approach to teaching any subject of journalism and mass communication starts with exposing the students to as much content as possible – in the form of ads, movies, articles, entertainment programs and so on. From there, I help them dissect that content to understand how and why it was created. It’s a reverse engineering process where students indulge in dialogues and brainstorm ideas. Only once they have looked inside the box, can they start to think out of the box.