Kumsal Kınay Sarsağ, Research Assistant at Üsküdar University’s Faculty of Communication, Department of Advertising, shared her journey from the industry to academia as the first student of the New Media and Communication PhD Program. Bringing her experience in social media and digital marketing into academic studies, Kınay drew attention with her thesis on consumption habits during the pandemic. Sharing the challenges she faced in academia, her sources of motivation, and her future goals, Kınay also offered advice to young communication professionals considering a PhD.
“I had the opportunity to conduct remarkable academic work”
Describing the responsibility and motivation of being the first student, Research Assistant Kumsal Kınay Sarsağ said: “First of all, it was quite a unique experience for me. As I was the first student, I had the chance to take one-on-one lessons with the professors during the first semester. At times, this could be quite stressful. Taking one-on-one classes with a professor was not easy, but overall, I benefited from it in a positive way. I established very good communication with my professors. I had the opportunity to conduct significant academic studies. Therefore, it was a different and valuable experience for me.”
“Being one of the first students in the field was a unique experience”
Sharing the main factors behind her choice of New Media and Communication, Kınay summarized her decision-making process as follows: “When I started my PhD, I was actively working in the industry. I was employed as a social media specialist at digital agencies. I wanted to pursue a field where I could utilize my industry experience while doing my PhD. At first, I was not aware of this program. During my research, I came across the program at Üsküdar University and applied. It was a newly launched program at that time. Therefore, being one of the first students in the field was also a unique experience for me.”
From public relations and advertising to new media…
Kınay stated that her communication studies started with public relations and advertising but later shifted towards new media, with industry experience playing a key role in this transition.
“Initially, I was not academically inclined, but since I was working in digital marketing and social media in the industry, I realized I had naturally gravitated toward this field. I had around five to six years of industry experience. Bringing this experience into academia was meaningful. That is how my transition took shape.”
“What challenged me the most was also what I wanted the most”
Explaining that she shaped her thesis topic through personal observations during the pandemic, Kınay described how it originated: “My thesis focused on the consumption habits that we all experienced during the pandemic. I studied how digital marketing influenced these habits and its effects on consumers. Since I was actively working in the industry during the pandemic, I was able to draw from my observations. My topic was partly shaped by my personal experiences. When I started my thesis, I was still working in the industry. Midway through, I transitioned to academia. Academia was always a dream of mine, but adapting took some time. The dynamics of the industry and academic life are very different. So, what challenged me the most was actually what I wanted the most.”
“A PhD is a long and challenging process”
Kınay also gave advice to young communication professionals regarding the PhD process: “First, they need to decide whether they truly want it. A PhD is a long and challenging journey. You have to dedicate both your days and nights to this work. So, you should noy start it without being completely sure. Moreover, when choosing thesis topics, they should pick subjects that truly interest and excite them. Working in areas where they can contribute personally will lead them to success.”
“I will continue to study evolving social media dynamics and consumer behavior”
Sharing her future academic plans, Kınay stated that she aims to specialize further in social media and digital marketing: “I plan to advance in the field of social media and digital marketing, which has been shaped by my industry experience. The courses I will teach at the university will also focus on this field. In my academic work, I intend to continue studying the evolving dynamics of social media and consumer behavior.”
Üsküdar News Agency (ÜNA)