Albanian Woman in Audiovisual
From 26 to 28 September 2025, the city of Pogradec became a creative laboratory where technology, journalism, and gender sensitivity came together to inspire a new generation of media professionals. The three-day intensive Bootcamp, organised by Albanian Women in Audiovisual (AWA) in partnership with SCiDEV and funded by the European Union, provided a transformative learning experience for 34 participants of the Breaking the Moulds, Shaping the Future project.
From Theory to Practice: A Transformative Learning Journey
Day One: When Artificial Intelligence Meets Quality Journalism
The Bootcamp began with an exploration of the fundamentals of artificial intelligence and its potential for the media sector, led by Erjon Curraj, a technology and innovation expert from SCiDEV. Participants discovered how Artificial Intelligence (AI) can evolve from an abstract concept into a practical tool for modern journalism.
Orkidea Xhaferaj, a researcher and cybersecurity expert from SCiDEV, guided participants through the practical applications of AI in journalism, demonstrating how it can support research, data analysis, and content production while preserving journalistic quality and ethical standards. The session addressed many of the practical questions journalists and content creators face in their everyday work.
The day concluded with a session that challenged participants to rethink the way stories are told. Sabina Kodra introduced the concepts of the male gaze and the female gaze in storytelling, illustrating how gender perspectives profoundly shape the creation, interpretation, and reception of audiovisual narratives.
Day Two: Creativity, Ethics and Inclusive Storytelling
The second day focused on ethics, content creation, and gender-responsive storytelling. Participants were divided into groups and given a practical challenge centred on the theme “Home.” Each group was tasked with developing a story, report, or documentary that combined the use of AI with a gender-sensitive approach.
Through hands-on workshops, participants explored how to use AI to generate ideas, design prompts that challenge rather than reinforce stereotypes, and create content that is both innovative and socially responsible. Working collaboratively, they integrated storytelling techniques, gender perspectives, and AI tools to produce inclusive narratives. The day concluded with presentations and feedback sessions that highlighted the creativity, diversity, and collaborative spirit of the participants.
Day Three: Building the Future of Responsible Media
The final day encouraged participants to reflect on the responsibility of media creators in the digital age. Discussions focused on how journalists and content creators can develop stories that promote equality while avoiding stereotypes inherited from traditional narratives.
A central theme of the day was the integration of AI through a gender-sensitive lens. Participants examined an important reality: algorithms are not neutral. They are trained on data that often reflects existing societal biases, and without critical awareness, AI can unintentionally automate and amplify the very stereotypes it should help dismantle.
The sessions explored practical strategies for avoiding these pitfalls, including asking the right questions when using AI, identifying bias in AI-generated outputs, and ensuring that human judgement remains at the centre of the creative process. Participants were reminded that technology is only as responsible as the people who design and use it.
The Bootcamp concluded with a moment of reflection on what participants had truly learned. Beyond acquiring new technical skills, they embraced a new way of thinking: technology itself may be neutral, but its application is not. AI has the power either to challenge stereotypes or reinforce them—the outcome depends on the choices made by media professionals. Every time they switch on a camera, write a story, or use an algorithm, they have an opportunity to continue reproducing old narratives or to create new, more inclusive ones.
Expertise Driving Change
The Bootcamp was led by Erjon Curraj, Orkidea Xhaferaj, and Sabina Kodra, whose combined expertise in technology, journalism, cybersecurity, and gender equality created a dynamic and highly practical learning environment. Through interactive sessions and collaborative exercises, they transformed theoretical concepts into practical skills that participants can apply in their professional work.
Why This Bootcamp Matters
At a time when technological innovation is rapidly reshaping the media landscape while gender representation remains a significant challenge, initiatives such as Breaking the Moulds, Shaping the Future represent far more than professional training. They are investments in the future of Albanian media, equipping journalists and content creators not only with cutting-edge digital skills but also with the awareness and responsibility to produce stories that reflect the diversity of society.
Through this European Union-funded project, Albanian Women in Audiovisual (AWA), in partnership with SCiDEV, continues to build a growing community of media professionals committed to innovation, ethical journalism, gender equality, and inclusive storytelling.
For more information about the project and upcoming opportunities, follow Albanian Women in Audiovisual (AWA)
