Meet the talent: Zoi Palla, Digital Media & Communication Specialist
Place of residence: Thessaloniki, Greece
Position: Digital Media & Communication Specialist, PhD Candidate in Digital Journalism & Communication
Please describe a day in your life: I typically wake up around 8 to 8:30 in the morning—I will admit, I am not much of a morning person. My day begins with a cup of coffee as I check my emails, followed by a morning walk with my French bulldog, Winston. Once we’re back home, I prepare breakfast and sit down at my computer to start work. As a freelancer, I don’t follow a strict schedule, so my work hours vary depending on the workload and deadlines. In the afternoons, aside from taking Winston out for another walk, I usually go to the gym, read a book if time allows, or catch up with friends.
How many projects are you currently working on? Please describe them:
I am currently working on two projects, and of course, I am also working on my PhD dissertation.
For the past two years, I have been actively involved in the MedDMO (Mediterranean Digital Media Observatory) project, which focuses on addressing disinformation in Greece, Cyprus, and Malta. As one of 14 hubs within the European Digital Media Observatory (EDMO), our mission is to identify and analyze disinformation campaigns while creating content that supports mainstream and local media, as well as public authorities, in exposing harmful misinformation. Our work also includes organizing media literacy initiatives at both local and national levels and assisting national authorities in monitoring policies related to online platforms and the digital media ecosystem.
The second project I am part of is SHAZAAM, which aims to combat pseudoscience among Generation Z in Greece and Portugal. By engaging both Generation Z youth and the adults closely connected to them, such as educators and youth workers, we try to enhance critical thinking skills around misinformation, particularly in scientific areas like climate change and Artificial Intelligence. Recently, we completed a series of training sessions conducted in the border regions of Greece and Portugal. The next phase involves developing a toolkit that will be made available to anyone interested in understanding the topic and gaining insight into how Generation Z thinks and interacts with information.
Regarding my PhD research, I am exploring the Greek media ecosystem with a focus on the production of quality content. My research examines what journalists today define as quality journalism, the extent to which they believe they produce such content, and how these perceptions influence the sustainability of media organizations. While the project may seem ambitious, the ultimate goal is to develop a guide for journalists that outlines practical steps to ensure their content meets quality standards. It’s a challenging endeavour, and I still have a long journey ahead, but I’m committed to seeing it through.
In your opinion, who is the most influential person or company in technology today, and if you could choose one app, product, or project to have been involved in, which would it be and why?
Given my professional experience in digital marketing over the past few years, I will focus on the area with which I am most familiar. In my opinion, Meta continues to be one of the most influential players in the industry. Its platforms—Facebook, Instagram, and WhatsApp—are pivotal in digital advertising, shaping how brands engage with their audiences through data-driven strategies, personalised content, and innovative technologies such as augmented reality (AR) and the metaverse.
However, Mark Zuckerberg’s recent announcements about reducing fact-checking efforts and steering the platform to operate more like X (formerly Twitter) are less encouraging. As for a specific project, I don’t have one in mind at the moment. However, I’ve always been fascinated by apps and platforms related to the digital marketing field. The innovation and strategies behind these tools have continually sparked my curiosity, and I’ve often found myself wanting to understand better the know-how and processes that make them successful.
How do you see technology evolving in the next ten years?
I believe that we are moving towards the full automation of many processes, with AI significantly changing our daily lives at all levels. This shift is already happening at a rapid pace. It’s likely that we will become heavily dependent on technology, which will undoubtedly have both positive and negative consequences.
What is the most challenging thing you had to deal with during your career?
I think the biggest challenge I have faced recently has been making what you might call a career change. For many years, I worked in digital marketing and built a successful professional and financial career. However, my decision to pursue a PhD changed everything. At first, I tried to juggle the two – working a full-time 9-to-5 job while devoting time to my academic pursuits – but I quickly realized that it wasn’t sustainable.
Eventually, I decided to fully commit to an academic career, something I had always considered but hadn’t actively pursued. This decision brought significant changes to my daily routine, professional life, and financial situation. I am now in a phase of adjusting to these new conditions, working to regain my balance and establish a new rhythm that aligns with my current priorities.
What is your next goal?
For sure, it will be to finish my PhD.
If you could speak to your younger self, what advice would you give, and how does it relate to the dreams you had as a child about creating, inventing, or doing something special?
It might sound cliché, but I believe in the saying, “When life gives you lemons, make lemonade.” In both personal and professional life, things don’t always go as planned. The key is not to get discouraged or give up but to make the best of what we have in each situation. That doesn’t mean settling—it is about striving to grow, adapt, or sometimes simply accepting things and moving forward. Looking back, I can see that every experience has taught me something valuable, something I’ve carried with me and applied later in life.
Which famous person would you like to have dinner with and why?
It’s hard to pick just one name because there are so many incredible women who use their voices to empower and inspire others. But if I had to choose, it would probably be Frida Kahlo. Her life story, resilience, and ability to channel her pain and experiences into art is nothing short of extraordinary. Frida’s unapologetic individuality and struggle against societal norms, combined with her iconic artistic legacy, make her a fascinating figure. A dinner with her would undoubtedly be an inspiring exchange of thoughts on creativity, strength and the power of self-expression.
Where would you like to travel next?
Definitely Australia! I also have relatives there, which makes it even more appealing. Thailand and North Africa are high on my list as well. Honestly, I could keep naming places—I have a growing list of destinations I would love to explore!
What advice do you give to young girls who want to follow similar careers?
My advice to young girls, whether they want to follow a path similar to mine or pursue their own dreams and ambitions, is to never give up. Don’t let anyone make you feel unworthy or incapable of achieving your goals. Speak up, stand tall, and have the courage to express yourself. Embrace the challenges – dare to take risks, learn from failures, and keep moving forward. Most importantly, love yourself for who you are and believe in your abilities. Confidence and self-belief are the foundation for achieving anything you set your mind to.