First Graduate of New Media and Communication Ph.D. Program Shared Her Experiences

Üsküdar Üniversitesi, Faculty of Communication, Department of Advertising Research Assistant Kumsal Kınay Sarsağ, shared her journey from the industry to academia as the first student of the New Media and Communication Ph.D. Program. Kınay, who transferred her experiences in social media and digital marketing to academic studies, drew attention with her thesis on consumption habits during the pandemic. Sharing the challenges she faced in academic life, her sources of motivation, and her future goals, Kınay offered advice to young communicators considering pursuing a doctorate.  

“I had the opportunity to do great academic work”

Research Assistant Kumsal Kınay Sarsağ, describing the responsibility and motivation of being the first student, said; “First of all, it was a very different experience for me. Since I was the first student, I always had the chance to take one-on-one lessons with professors during the first semester. At times, this situation could be quite stressful. Taking one-on-one lessons with the professor was not easy, but overall, I always experienced the positive side. I established very good communication with my professors. I had the opportunity to do great academic work. That's why it was a unique and beautiful experience for me.” she stated. 

“Being one of the first students in the field was a different experience for me”

Kınay, sharing the main factors that led her to choose the New Media and Communication field, summarized the decision-making process with these words:

“When I started my doctorate, I was actively working in the industry. I was working in digital agencies as a social media specialist. While pursuing my doctorate, I wanted to be in a field where I could utilize my industry experiences. Initially, I was not aware of this program. During my research, I came across the program at Üsküdar Üniversitesi and submitted my application. It was a newly opened program. Therefore, being one of the first students in the field was also a different experience for me.”

A journey from public relations and advertising to new media…

Kınay stated that her communication education started with public relations and advertising but eventually shifted towards new media, adding that industry experiences were influential in the background of this transition. Kınay said; “Initially, rather than an academic orientation, I realized I was gravitating towards this field because I worked in digital marketing and social media in the industry. I had about five to six years of industry experience. It was meaningful to transfer this experience to academia. My transition was shaped in this way.”

“What challenged me the most was what I desired the most”

Kınay, stating that she shaped the topic of her doctoral thesis with personal observations during the pandemic, explained the starting point of the topic. Kınay said; “My thesis was on the consumption habits we all experienced during the pandemic. I researched how digital marketing directed these habits and its effects on consumers. Since I was actively working in the industry during the pandemic, I was able to draw upon my observations. My thesis topic was somewhat shaped by my own personal experiences. When I started my thesis, I was still working in the industry. In the middle of my thesis, I transitioned to academia. Academia was always a place I dreamed of, but it took some time for me to adapt. Industry dynamics and academic life are very different. That's why what challenged me the most was actually what I desired the most.” she stated.

“Doctorate is a long and challenging process”

Kınay also offered advice to young communicators regarding the doctoral process; “First, they should decide whether they truly want it or not. A doctorate is a long and challenging process. One truly has to focus on this work day and night. Therefore, one should not enter without being completely sure. Furthermore, when choosing thesis topics, they should prefer subjects that truly interest them and that they are excited about. Working in areas where they can make their own contributions will lead them to success.” she said.

“I will continue to examine changing social media dynamics and consumer behavior”

Kınay, sharing her future academic plans, stated that she wants to specialize in social media and digital marketing. Kınay said; “I plan to advance in the field of social media and digital marketing, shaped by my industry experiences. The courses I will teach within the university will also be in this field. I intend to continue examining changing social media dynamics and consumer behavior in my academic work.” she said.