My research interests lie at the intersection of digital media, communication strategy, and social change. My work explores how individuals, communities, and institutions use digital platforms to communicate, engage, mobilize, and negotiate meaning in rapidly evolving media environments. Core areas of focus include strategic communication and public relations in the Arab region, crisis communication ethics, sustainability messaging, and the role of media in shaping public awareness and youth attitudes.
I am increasingly engaged in the study of artificial intelligence — particularly large language models and translation challenges in low-resource languages—as well as multilingual and intercultural communication within globalized social media spaces. My research also extends to media literacy, public information campaigns, and communication interventions that support community security and social transformation. Together, these interests form a coherent agenda grounded in contemporary societal needs and aligned with national innovation and knowledge-creation priorities.
Gjylbegaj Viola; Chaalal, Omar; Cecile Vrain & Abdedou Malika, (2025). The risks of artificial intelligence in journalism, SCIENTIFIC CULTURE journal, 11, No. 3.2, (2025), pp. 1507-1510, DOI: 10.5281/zenodo.113225114, https://sci-cult.net/index.php/cult/article/view/1767/774. Scopus Indexed Q1
Awashreh, Raed; Alshuhoomi, Saif; and Gjylbegaj, Viola (2025), "Strategic Leadership in Security Media: Enhancing Community Safety Against Drug Abuse in Oman." Journal of Strategic Security 18, no. 3: 415-441. DOI: https://doi.org/10.5038/1944-0472.18.3.2365 Scopus indexed Q2
Gjylbegaj, Viola and Mousa, Sheren Ali (2025), ‘Netflix usage among youth in the UAE: Habits, needs, perceptions and expectations’, Journal of Digital Media & Policy, Special Issue: ‘Digital Transformation and Media Policy in the MENA Region’, 16:2, pp. 131–50, https://doi.org/10.1386/jdmp_00174_1 Scopus Indexed Q2
Gjylbegaj V., & Radwan A. F. (2025). Portrayal of gender roles in Emirati television dramas: a content analysis. Frontiers in Sociology, 10.3389/fsoc.2025.1506875. Scopus Indexed Q1
Gjylbegaj, V., & Radwan, A. F. (2024). The use of YouTube for self-education in the UAE: Equal opportunities, different interests, and outcomes. World of Media. Journal of Russian Media and Journalism Studies, 2, pp. 38-57. DOI: 10.30547/ worldofmedia.2.2024.3 Scopus Indexed Q1
Gjylbegaj. Viola, (2020) The Role and Influence of Social Media on the PR Industry: Uses and Opportunities in UAE, Media Watch, Volume: 11, Issue: 2, Print ISSN: 0976-0911. Online ISSN: 2249-8818., Article DOI: 10.15655/mw/2020/v11i2/195660. Scopus Indexed Q1
Gjylbegaj. Viola; Mohamed Abdi, Hussein, (2019) The Effects of social media on Family Communication in the UAE, Media Watch, 10 (2) 387-397, 2019, ISSN 0976-0911 e-ISSN 2249-8818 DOI: 10.15655/mw/2019/v10i2/49632. Scopus Indexed Q1
Gjylbegaj. Viola, (2019) Children’s Literature and Culture in the UAE, Journal of Content, Community and Communication, JCCC, 5 (9), 138-146, 2019, DOI: 10.31620/JCCC.06.19/19. Scopus Indexed Q2
Non-Scopus publications
Radwan, Ahmed; Mousa, Sheren; Gjylbegaj, Viola;(2023). Discourse on Sustainability and Environmentalism in the Arab news media: Challenges for uncontested agendas, Kurdish studies, volume11, Issue 3, pp: 518-529.
Gjylbegaj, Viola; (2024) Storytelling in Public Health Campaigns: Lessons Learned from Successful UAE Initiatives, Kurdish Studies, volume12, Issue 1, pp: 3596-3608, ISSN: 2051-4883 (Print) | ISSN 2051-4891.
Gjylbegaj. Viola, (2020) Agenda setting and Covid-19 in the UAE, European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 11, Pages 4462-4468.
Gjylbegaj, Viola (2018) Fake News in the Age of social media, Proceedings of SOCIOINT 2018 – 5th International Conference on Education, Social Sciences and Humanities, July 2018- Dubai, UAE, included in ISI
Gjylbegaj, Viola (2018) Media Effects and Body Image Perceptions on Youth in UAE, Proceedings of SOCIOINT 2018 – 5th International Conference on Education, Social Sciences and Humanities, July 2018- Dubai, UAE, included in ISI
Gjylbegaj, Viola (2018); Jararaa, Osama, The Effects of Social Media on Youth’s Interpersonal Communication in UAE, International E-Journal of Advances in Social Sciences, Vol. IV, Issue 10, Indexed in ISI
Gjylbegaj, Viola; Sham, Muhamad, Jararaa, Osama, (2017) Western Culture impacts on Local Lifestyle among United Arab Emirates UAE (Millennials), Humanities and Social Sciences Review, ISSN: 2165-6258 :: 07(02):501–506.
Gjylbegaj, Viola; Sham, Muhamad; Balfagieh, Maryam, (2017) The Effects of Using Social Media Celebrity for Product Endorsement, International Journal of Arts and Sciences, ISSN: 1944-6934 :: 10(01):339–350.
Gjylbegaj, Viola; Jararaa Osama (2017) Communication in the multicultural business context: UAE, International E-Journal of Advances in Social Sciences, 3 (8): 568-572
Sham, Muhamad; Gjylbegaj, Viola (2016) Using Corporate Advertising to enhance the Image of Companies, Humanities and Social Sciences Review, ISSN: 2165-6258 :: 06(01):1–8
Gjylbegaj, Viola; Sham Muhamad; Jararaa Osama (2016) Teaching and Technology. A Pilot Study, Journal of Teaching and Education, ISSN: 2165-6266 05(01), 59-66.
Gjylbegaj, Viola; Sham Muhamad; (2016) Perceived Risk and the Use of E-commerce: An Exploratory Study, International Journal of Business and Management Studies, ISSN: 2158-1479 :: 05(02), 57-64.
Gjylbegaj, Viola, Sham Muhamad; Jararaa Osama (2016) Analyzing Ethical Issues of Advertisements in UAE, International Journal of Business and Management Studies, ISSN:2158-1479, 65-77.
Gjylbegaj, Viola (2015) MASS MEDIA’S INFLUENCE ON SOCIETY: A CASE STUDY, Humanities and Social Sciences Review, CD-ROM. ISSN: 2165-6258 :: 04(01):1–6
Gjylbegaj Viola, (2014) Il bilinguismo negli Emirati Arabi Uniti, in Viaggi, itinerari, flussi umani: il mondo attraverso narrazioni, rappresentazioni e popoli, Edizioni nuova cultura. ISBN 878-88-6812-331-4
Gjylbegaj, Viola (2011) Identità Linguistica e Culturale del Neo-Albanese, Universitalia, ISBN 8865072091, 9788865072097
Book and Book Chapters
Gjylbegaj, V. (2026). Enhancing Large Language Models for Low-Resource Languages: Challenges and Opportunities in Albanian Translation—A Case Study of “The Power of Now”. In: Bhateja, V., Oroumchian, F., Tang, J., Azar, A.T. (eds) Information System Design: Sustainable Computing. ISDIA 2025. Lecture Notes in Networks and Systems, vol 1566. Springer, Singapore. https://doi.org/10.1007/978-981-95-0378-0_29, Scopus Indexed
Gjylbegaj. Viola; (2026) Surveying Digital Media Impact on Environmental Awareness, accepted to be published in ICASF 2024, conference proceedings book entitled Sustainability Through Multidisciplinary Innovation, Springer, Scopus Indexed. https://link.springer.com/series/15883
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