UCP Journal of Mass Communication 2023-05-19T07:31:20+00:00 Dr. Fawad Baig Open Journal Systems <p>UCP Journal of Mass Communication (UCPJMC) is multidisciplinary peer-reviewed journal in the field of Mass Communication, Journalism, and Media Contents. The journal is published bi-annually by the Faculty of Media and Mass Communication, University of Central Punjab (UCP), Lahore, Pakistan. The main aim of the journal is to publish and broadcast the research articles, which are derived from advanced and quality scholarly work in the in the field of mass communication to promote scholarly debate and dialogue. This Journal encourages research that contributes to the advancement of mass communication as an interdisciplinary field. The journal strictly follows the policy of initial editorial screening and peer-reviewing process at the second step to ensure quality. This journal welcomes submissions from research scholars all across the world.</p> <p><strong>ISSN Numbers:</strong> In-Process (Online), In-Process (Print)</p> Impact of Television Public Service Massages on Viewers of Lahore: A Case of COVID-19 2023-04-15T08:05:27+00:00 Azka Butt Fahad Anis <p>The current study has investigated the impact of television public service messages (PSM) on viewers of Lahore during covid-19. The present research was focused on viewers’ behavior, their comprehensive knowledge about covid-19, and how well they have adopted precautionary measures to prevent themselves from covid-19. This study was aimed to examine how TV Covid-19 PSM affected the viewers of Lahore, how well they have educated the viewers about the contagious virus covid-19 and created awareness among them to protect from covid-19. By using survey method and questionnaire as tool of data collection, the data was collected from 450 respondents from 9 towns of Lahore (50 from each town) to find out how effectively TV PSM has impacted the viewers in changing their behavior, creating awareness, educating people as well as adopting the precautionary measures to prevent the spread of Covid-19. The study concluded that TV public service messages positively contributed in raising awareness and educating people about the precautionary measure of Covid-19 in Pakistan. </p> 2023-05-19T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication Pakistani TV News Channels and Crime Raid Shows: An Ethical Perspective of Media Critics 2023-03-31T09:12:26+00:00 Zaheer ud Din Babar <p>While broadcasting crime content, media ought to play an objective role acknowledging its responsibility towards society but there arises a critical question of ethical inferences for intensive media presentation’s style of crime. Henceforth, this study was focused on examining the crime raid shows being broadcasted on various TV news channels of Pakistan in the reflection of ethical perspective of media critics. Main objective of this research study was to investigate how common masses thought of these projects and its variation content whether helped to spread awareness about crime or just to deliver sensations of fear among them. Population for the study was comprised of Multan residents and a sample of 480 respondents had been selected using purposive sampling. However, sampling frame of the study included age, education level, gender and the area they belonged to in Multan. An example of 50 media analysts for example media academicians just as experts (25-each), was also selected using convenience sampling for conducting intensive interviews. Findings of the study evidently showed that extensive usages of sensationalized media formats while reporting crime events for example. sexual or malicious delivered sensations of dread in watchers rather advising them.</p> 2023-05-19T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication Exploring the Challenges of Journalism as Profession: A Perspective of Female Journalists in Punjab 2023-04-14T10:59:43+00:00 Fehmida Nawaz <p>This research paper explored the challenges and difficulties that female journalists in Punjab experience during their news-casting profession. Previously, research has been conducted on the difficulties that female journalists face in the profession, as well as their positions in newsrooms, media students’ perceptions, and the nature of the job. Since the first female journalist entered the media, the current status of women has been a topic of discussion in a number of countries. However, the picture of women’s conditions looks the same in both earlier and later studies. In order to reveal the true picture, the goal of this study is to gain access to the perceptions and attitudes of female journalist. Through in-depth interviews of female journalists, it is found that, despite the challenges of journalism, they are enthusiastic about making it their career. Female journalists were viewed as less responsive, non-serious, unnecessarily lamenting feminism, non-competitive, reluctant, etc., by both male and female editors.</p> 2023-05-19T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication Electronic Media Advertisements and Brand Consciousness among Youth: A Case Study of NUML Students 2023-04-14T11:12:09+00:00 Hassan Zaib Dr. Rubab Musarrat Shaheer Ahmed <p>This research study is aimed at exploring the way advertisements that are being broadcasted on electronic media and their impacts on creating brand consciousness among the youth. Advertisements and promotion have been the sole for brand awareness and consciousness among the youth. 400 Students were included as a sample from the National University of Modern Languages (NUML), Lahore Campus (age ranging between 18 to 24 years) enrolled in different programs of NUML. The findings of the study showed that there is a significant influence of electronic media advertisements on the level of brand consciousness among youth and also Youth belonging to high family income is more brand conscious as compared to youth belonging to low family income. While brand consciousness levels among students of different genders do not significantly differ from each other. This study concludes that there has been an increase in social mobility people are becoming highly brand conscious.</p> 2023-05-19T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication Media Representation of Female Serial Killers (FSK): A Conceptual review 2023-04-15T07:40:12+00:00 Ayesha Riaz <p>Like male serial killers, Female serial killers (FSK) are the killers who have committed three murders in the last 30 days. Usually, the concept of FSK seems a bit vague as it does not suit the gender role of females in society. Yet, some evidence supports this claim that women serial killers exist but are not given equal amounts of attention as their opposite gender. This conceptual paper discusses Female Serial killers (FSK), their media coverage, and how they differ from Male serial killers (MSK).</p> <p> </p> <p> </p> 2023-05-19T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication Freedom and Growth of Media in Pakistan: An Analysis (2008-2013) 2023-05-04T04:58:08+00:00 Zarmeena Iqbal <p>This research study depicts the development and opportunity of growth for media during the majority rule system of Pakistan People Party. The length of the examination was from 2008 to 2013. The study’s goals were to investigate how journalists were treated by police and other law enforcement agencies, the state of media freedom, and the growth of the media over the specified time frame. Research questions in view of these goals were to investigate the degree to which media thrived, circumstance of the media opportunity, treatment of the columnists by state and other policing during the chose time span (2008-2013). collecting, analysing, and interpreting the data required by the study using the secondary analysis (descriptive analysis) as the research method. The study found that President General Musharraf's authoritarian government granted media access. However, when General Musharaf declared an emergency in November 2007, media freedom was restricted. Licenses were revoked and many channels were suspended. Then PPP government eliminated the boycott and gave most extreme opportunity to media even to those channels which condemned the public authority.</p> 2023-05-19T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication