https://ojs.ucp.edu.pk/index.php/ucpjmc/issue/feed UCP Journal of Mass Communication 2023-11-30T00:00:00+00:00 Dr. Fawad Baig fawad.baig@ucp.edu.pk 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 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> https://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/204 Examining the Impact of Social Media Advertisements in Promoting Fashion Sense among University Students 2023-10-06T08:12:48+00:00 Fareed Ali fareedalidogar@gmail.com Saba Sultana saba.sultana@uon.edu.pk Aaima Batool aymaalvi445@gmail.com <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> 2023-12-14T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication https://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/200 Social Networking as Determinant of Online Friendship Quality and Trust: Case of Pakistan 2023-10-25T04:49:24+00:00 Dr Rubab Mussarat rubab.musarrat@gmail.com Dr. Afsheen Masood aliza_snowwhite@yahoo.com <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> 2023-12-14T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication https://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/201 The Psychological Impact of Fake news about COVID-19 on Social Media Users in Pakistan 2023-10-06T07:53:13+00:00 Aqeel Tahir aqeeltahir0009@gmail.com <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> 2023-12-14T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication https://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/211 Role of Media in Empowerment of Transgenders in Pakistan 2023-10-16T06:46:24+00:00 Maryam Zakria maryamzakria29@gmail.com Mustabshera Quddus mustabsheera.masscom@leads.edu.pk Dr. Hilal Fatima drhilalfatima.masscom@leads.edu.pk <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> 2023-12-14T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication https://ojs.ucp.edu.pk/index.php/ucpjmc/article/view/212 Impacts of Romantic Dramas on Youth of Lahore 2023-10-30T05:22:19+00:00 Ghulam Hussain msmc-f21-001@superior.edu.pk <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> 2023-12-14T00:00:00+00:00 Copyright (c) 2023 UCP Journal of Mass Communication