UCP Journal of Mass Communication http://ojs.ucp.edu.pk/index.php/ucpjmc <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 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> 2959-8532 (Online), 29598524 (Print)</p> University of Central Punjab en-US UCP Journal of Mass Communication 2959-8524 Examining the Impact of Social Media Advertisements in Promoting Fashion Sense among University Students http://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/204 <p>The study examines the impact of social media advertisements, specifically fashion ads on Facebook and Instagram, in promoting fashion sense among university students. The research uses a quantitative approach, using a survey method and a structured questionnaire. The sample size is 200 students from the University of Narowal. The findings show a significant positive association between exposure to fashion ads on social media and participants' fashion sense, purchasing behavior, and fashion exposure. This study provides valuable insights into understanding social media ad's impact in influencing choices and preferences related to fashion products, styles, and trends among the targeted demographic.</p> Fareed Ali Saba Sultana Aaima Batool Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by-nc/4.0 2023-12-14 2023-12-14 1 2 1 21 Social Networking as Determinant of Online Friendship Quality and Trust: Case of Pakistan http://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/200 <p>This study's major objective is to investigate the relationships between young adults' use of social media, degree of trust, and quality of friendship. A relationship between social media use, level of trust, and the calibre of online friendship was hypothesized. It was also hpothesized&nbsp;that young adults' use of social media and degree of trust are indicators of the strength of their friendships. 300 college students (150 men and 150 women) made up the sample. The sample's age ranged from 18 to 30 years <em>(M = 22.10, SD = 2.11).</em>The data was collected from University students, having online friendships. Friendship Quality Scale (Thien, 2012), Trust Scale (Yamagishi, 1986) and Social Media Usage and Attitudes Scale (Rosen et al, 2013) were used. The results revealed negative relationship in social networking and perceived quality of friendship and trust among online friends. The results of regression analysis reflected that social media is a significant negative predictor of the friendship quality and level of trust is a positive predictor of online friendships. There were marked gender differences in friendship quality and level of trust as boys showed up better friendship quality and greater level of trust than girls. However future research, longitudinal in nature is suggested to keep into account intersection between youths’ online and offline friendship experiences overtime in order to reveal the dynamics of online friendships.</p> Dr Rubab Mussarat Dr. Afsheen Masood Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by-nc/4.0 2023-12-14 2023-12-14 1 2 22 34 The Psychological Impact of Fake news about COVID-19 on Social Media Users in Pakistan http://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/201 <p>The present study investigates the psychological impact of fake news on social media users regarding COVID-19 in Pakistan. A quantitative study was conducted through the questionnaire survey to investigate the psychological impact of fear and stress on social media users. Social media usage behavior in pandemics creates more stress and psychological fear cause of fake news. The 400 social media users, that age group divided into two groups younger &amp; older adults part of this study through purposive sampling. The uses and gratification theory supports this study to identify the need to use social media in pandemics. This study reveals the fear and stress of fake news in a pandemic situation having an impact on social media users in Pakistan. The demographic factor also showed that there is a difference in age, gender, and qualification in the impact of fake (misinformation &amp; disinformation) news during COVID-19 in Pakistan.</p> <p>&nbsp;</p> Aqeel Tahir Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by-nc/4.0 2023-12-14 2023-12-14 1 2 35 60 Role of Media in Empowerment of Transgenders in Pakistan http://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/211 <p>The media serves as a platform for the transgender community to promote their rights, draw attention to issues they face, and shed light on their hardships. Through news reports, documentaries, and interviews, the media can influence the public's perception by dispelling the myths and stereotypes that have long rendered transgender individuals powerless. The media can also promote social change by positively portraying and highlighting transgender persons. By making their achievements, skills, and stories public and encouraging more acceptance and inclusion, the media helps to subvert traditional conventions and prejudices. Understanding the media role in shaping public perceptions of transgender individuals and their empowerment is crucial for advancing social justice and promoting equal rights. This research can also help inform interventions aimed at reducing stigma and discrimination against transgender individuals and improving their access to education, healthcare, and employment.</p> Maryam Zakria Mustabshera Quddus Dr. Hilal Fatima Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by-nc/4.0 2023-12-14 2023-12-14 1 2 61 82 Impacts of Romantic Dramas on Youth of Lahore http://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/212 <p>This paper examines the Impacts of Pakistani Romantic Television Dramas on Youth of Lahore, Pakistan, including students, housewives, and journalists. The sample size of 385 drama watchers was chosen using the disproportionate stratified sampling technique, with 192 respondents from both category. The 14-item was used to detect the level of effectiveness of Pakistani Romantic Television Dramas on Youth of Lahore. The inventory includes statements with Agree/Disagree/Neutral responses. Romance is prevalent in prime time dramas on Pakistan’s state and private television stations. Findings revealed that the 15–29-year-old group. Many dramas on television shows the real culture of Pakistan, but some dramas destroy our family and moral values of Youth.&nbsp;</p> Ghulam Hussain Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by-nc/4.0 2023-12-14 2023-12-14 1 2 83 94