HH Sheikha Jawaher bint Abdulla Al Qassimi is inspiring a new generation of creatives throughout the United Arab Emirates and beyond through her incredible work in the arts sector.
As Director of SIFF (Sharjah International Film Festival) & FANN (Sharjah Media Arts for Youth and Children), she has worked tirelessly over the past two decades to promote educational literature, theatre and film to the youngest members of society. Her Highness recently sat down with A&E magazine to discuss the inspiration behind her work and her plans for the future, including the 10th edition of SIFF, which will take place later this month.
What inspired you to get into the youth creative arts field?
I was initially selected for the field because of my experience working with children as a teacher. I found a lot of joy and fulfilment in helping young minds explore their creativity. When the opportunity to work in this field presented itself, I immediately accepted it. While I had other career options, this role resonated with me due to my deep connection with children and my passion for nurturing their artistic talents.
What have been your career highlights so far with the Sharjah International Film Festival (SIFF)?
One of my career highlights at SIFF has been witnessing its remarkable growth. Over the years, we’ve received positive feedback from those who have been with us from the beginning, acknowledging the festival’s increasing recognition on both the national and international. SIFF has also received numerous valuable partnerships, both locally and internationally, with organizations that believe in our mission. Another gratifying aspect has been the involvement of youth in the festival, as they participate
Alongside your role at the SIFF, you are also the Director of FANN. Please could you tell us a bit about the projects you have worked on through your organisation and what it has achieved?
FANN serves as the umbrella organization for SIFF and focuses on all aspects of media art, inspiring and nurturing the creative talents of children and youth in this field. We’ve organized a diverse range of events related to media arts, emphasizing various aspects of media separately to give each its due focus. Through our efforts, we aim to highlight the skills of young talents and provide them with opportunities to showcase their abilities.
Through your work, are there any young creative talents that you are particularly excited about?
Every year, I am excited by the young creators I encounter. We consistently discover outstanding talent among our junior jurors and in the films submitted by youth, both locally and internationally. Witnessing their creativity and innovation is incredibly inspiring, and it reaffirms the importance of our work in nurturing the next generation of media artists.
SIFF 2023 is taking place later this month. What can fans expect from the upcoming festival?
SIFF 2023 marks our 10th anniversary, and we’re celebrating this milestone by rebranding the logo. Audiences can look forward to an exciting lineup of new films, celebrity appearances, and industry experts sharing their insights. Every year brings fresh talent and new opportunities for inspiration, making each festival edition a unique and enriching experience.
Which projects within SIFF have resonated best with young people, in terms of inspiring creativity and engaging them?
The Junior Jurors project has been particularly impactful in inspiring creativity and personal growth among young participants. We receive submissions from diverse nationalities, and this project not only enhances their media literacy but also fosters increased confidence, better life skills, and a positive change in their personalities. It has proven to be a highly successful initiative.
From your experience with FANN and SIFF, how has it impacted your own choices about the media your children consume?
Working with FANN and SIFF has underscored the critical role media plays in our children’s lives. Media is ubiquitous, from movies to educational materials, and it profoundly influences our kids. This realization has made me more discerning about the content my children are exposed to. I understand the importance of ensuring that the media they consume carries the right messages. It’s vital for organizations like ours to prioritise content that aligns with positive values and provides meaningful messages.
What is the selection process for what you include in the Sharjah International Film Festival for Children and Youth?
We announce a global call for submissions, and upon receiving entries, we subject them to rigorous evaluation by our selection committee. While we encounter numerous exceptional films, we must adhere to specific rules and regulations and maintain a defined number of film selections. After the selection phase, we categorize the chosen films into their respective competition categories, ensuring a diverse and engaging program for our audience.
From the perspective of the experiences, you have had throughout your career, why do you think early education in media literacy is so important?
Media literacy education, in my view, is vital due to the ubiquity of media in our lives, which I’ve seen throughout my career. It equips children with critical skills to discern reliable information from misinformation, fostering informed decision-making. Additionally, it empowers them to understand and resist the persuasive tactics used in media, including advertising.
Media literacy also nurtures creativity by encouraging active participation in media creation and improving communication skills. Moreover, it instils principles of responsible digital citizenship, emphasizing ethical online conduct and the ability to navigate the online world responsibly.
Do you think there is still a place for traditional film media alongside digital platforms such as YouTube and Netflix? How do they differ in the roles they play in the youth market from your perspective?
Yes, traditional film media and digital platforms like YouTube and Netflix coexist effectively in the youth market. Traditional media offers a unique cinematic experience and curated content, suitable for families. In contrast, digital platforms provide convenience, and diverse content, and empower young creators to produce their own material. Traditional media focuses on communal experiences and high production values, while digital platforms offer accessibility and interactivity. Both play important roles in enriching the media landscape, catering to the diverse preferences of today’s youth.
