UCP Journal of Mass Communication
type: channel
description: UCP Journal of Mass Communication (UCPJMC) is a HEC-recognized (Y-Category) Research Journal. UCP Journal of Mass Communication (UCPJMC) is a multidisciplinary peer-reviewed journal in the field of Mass Communication, Journalism, and Media Contents. The journal is published biannually 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. ISSN Numbers: 2959-8532 (Online), 2959-8524 (Print)
publisher: University of Central Punjab
language: en
publication name: UCP Journal of Mass Communication
issn: 2959-8524
items: Visual Digital Resistance: Examining the Humour and Hostility in Pakistani Instagram Memes Post Pahalgam Incident
items: Assessing the Quality of COVID-19 information on Social Media in Zimbabwe: Implications for Future Crisis Communication.
items: Exploring the Significance of Social Media on Social Justice Movements Through the Lens of Social Activists in Pakistan
items: Role of Social Media in Enhancing the Visibility and Attractiveness of Academic Programs
items: Representation of Climate Change in Pakistani Media: An Analysis of Print Media News Stories and Official Tweets
items: Food Documentaries as a Tool for Cultural Promotion of Lahore: A Tourist Perspective
items: Effects of Cartoon Series on Learning Attitude
items: Work Life Balance Is an Illusion: Exploring the Challenges Faced by Pakistani Working Women
items: News Management of Pakistan Electronic Media: A Study of Human and Technological Aspects Influencing News of TV Channel
items: A Quantitative Content Analysis Examining Influence of Bollywood on the Integration of Hindi and Urdu
items: How Facebook Influences Parent-Adolescent Interactions: A Study on Interpersonal Dynamics
items: Media as a Catalyst for Change: Addressing Transgender Violence and Healthcare Inequality in Pakistan
items: Impacts of YouTube Tutorials on Students Education
items: Effects of Watching Pakistani TV Dramas On Perceived Portrayal of Family Relationships Among University Students
items: Exploring how Facebook usage affects the interpersonal connections of adolescents with their parents
items: In Female Consumption Patterns of Digital Media: An Analysis of Ait Live Platform
items: Impacts of Romantic Dramas on Youth of Lahore
items: Social Networking as Determinant of Online Friendship Quality and Trust: Case of Pakistan
items: Role of Media in Empowerment of Transgenders in Pakistan
items: Examining the Impact of Social Media Advertisements in Promoting Fashion Sense among University Students
items: The Psychological Impact of Fake news about COVID-19 on Social Media Users in Pakistan
items: Freedom and Growth of Media in Pakistan: An Analysis (2008-2013)
items: Impact of Television Public Service Messages on Viewers of Lahore: A Case of COVID-19
items: Media Representation of Female Serial Killers (FSK): A Conceptual review
items: Electronic Media Advertisements and Brand Consciousness among Youth: A Case Study of NUML Students
items: Exploring the Challenges of Journalism as Profession: A Perspective of Female Journalists in Punjab
items: Pakistani TV News Channels and Crime Raid Shows: An Ethical Perspective of Media Critics

Visual Digital Resistance: Examining the Humour and Hostility in Pakistani Instagram Memes Post Pahalgam Incident
type: item
description: This study examines the role of memes as a form of digital resistance in response to the Indian threat following the Pahalgam incident of April 22, 2025. When the geopolitical tension between Pakistan and India heightened Instagram emerged as platform where humour and satire were used to encounter hostility. This study is based on thematic analysis of 24 purposefully selected memes shared in a week after the pahalgam incident. The research identifies recurring themes such as satirical nationalism, military symbolism, historical parallels, and emotional catharsis. These memes were political expression, digital resistance and solidarity in response to Indian propaganda. The findings reveal humour and hostility in memes counter political threats by becoming “weapons of the week”. The study highlights that memes serve as the symbols of resilience, determination and unwavering nationalist spirit. This study contributes to the growing discourse on digital resilience and activism showing how humour and sarcasm are incorporated in forms of memes to maintain peace at the time of conflict.
subject: Articles
  topic: section
creator: Mariam Irshad
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-07-01
publication date: 2025-07-01
starting page: 58
ending page: 73
doi: 10.24312/ucp-jmc.03.01.561

Assessing the Quality of COVID-19 information on Social Media in Zimbabwe: Implications for Future Crisis Communication.
type: item
description: This study examines the quality of COVID-19 information on social media among Zimbabwean students, focusing on six information quality indicators (comprehensiveness, accuracy, relevance, accessibility, reliability, consistency), to inform future crisis communication preparedness. An online questionnaire was administered over three months (February to May 2023), and 284 respondents participated. Descriptive statistics were employed to analyze the survey data, using frequencies and percentages to provide numeric descriptions of the information quality variables. The results of the study indicated that COVID-19 social media information was perceived by the majority as comprehensive (62%, n=176), accurate (73%, n=207), relevant (58%, n=165), accessible (67%, n=190) and consistent (56%, n=159). At the same time, only 33% (n=94) of the respondents identified this information as reliable. The survey further established that social media was the main source of COVID-19 information amongst 66% (n=187) of the respondents, whereas 57% (n=162) perceived the information adequate and 83% (n=236) found it useful. The study highlights the value of social media for COVID-19 information while raising concerns about reliability, underscoring the need to enhance credibility and trustworthiness. These findings have implications for future public health crisis communication. Further research should explore diverse population groups in Zimbabwe for a more comprehensive understanding of the topic.
subject: Articles
  topic: section
subject: COVID-19 information quality, Social media, Students, Questionnaire Survey, Zimbabwe.
  topic: keywords
creator: Clemenciana Mukenge
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-07-01
publication date: 2025-07-01
starting page: 32
ending page: 57
doi: 10.24312/ucp-jmc.03.01.531

Exploring the Significance of Social Media on Social Justice Movements Through the Lens of Social Activists in Pakistan
type: item
description: Today, social media can be seen as a powerful platform for bringing marginalised voices forward and supporting people affected by injustice. As a democratic tool, social media dismantles conventional gatekeeping mechanisms and opens opportunities to organize campaigns that were impossible before. The current study employs in-depth interviews to explore how activists use social media to fight for social justice causes. The goal is to identify how efficient these digital platforms are in getting public attention and support, and how well they can be used to organize protests and make a difference. This study aims to get insight into the perceptions of the activists on social media’s impact on social justice, how they tackle obstacles, and how they function as opinion-makers while advocating for certain causes, raising voices for the marginalized, and striving to reach a just society. Guided by the Public sphere theory, this study explores how social media has become a modern public sphere where activists can speak freely and advocate for social justice movements. The research will contribute to the existing literature and offer practical knowledge to activists, academicians, and policymakers who wish to use technology as a tool for change.
subject: Articles
  topic: section
subject: Social Media,
  topic: keywords
subject: Social Justice Movements
  topic: keywords
subject: Activism in Pakistan
  topic: keywords
subject: Digital Activism
  topic: keywords
subject: Advocacy
  topic: keywords
creator: Huda Imran
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-07-01
publication date: 2025-07-01
starting page: 74
ending page: 95
doi: 10.24312/ucp-jmc.03.01.525

Role of Social Media in Enhancing the Visibility and Attractiveness of Academic Programs
type: item
description: Abstract Social media has significantly challenged traditional print and broadcast media by shifting viewership and readership. This change necessitates businesses to adapt by leveraging social media for innovative audience engagement. Social media offers new opportunities for competitive advantage but also poses challenges like misinformation and audience fragmentation. In higher education, social media is used as a cost-effective tool for marketing and branding, enhancing student engagement and decision-making (Maresova et al., 2020). While traditional media struggles with revenue and audience loss, it continues to provide curated content, complementing social media's diverse voices (Zachos et al., 2018). Overall, social media's rise has transformed media landscapes, requiring strategic adaptation for survival and success.
subject: Articles
  topic: section
subject: Universities,
  topic: keywords
subject: Academic Programs,
  topic: keywords
subject: Social Media,
  topic: keywords
subject: Impact,
  topic: keywords
subject: Students,
  topic: keywords
creator: Saima Zaigham
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-07-01
publication date: 2025-07-01
starting page: 118
ending page: 130
doi: 10.24312/ucp-jmc.03.01.517

Representation of Climate Change in Pakistani Media: An Analysis of Print Media News Stories and Official Tweets
type: item
description: This study aims to examine the way Pakistani newspapers and climate ministers have framed climate change from 2020 to 2022. This research has been carried out using a quantitative content analysis. The content of news stories from English print media (Dawn and The Nation) and Urdu print media (Daily Jang and Daily Dunya) and official tweets of the Ministry of Climate Change (PTI and PDM government) regarding coverage of climate change was examined by utilizing deductive frames proposed by Semetko and Valkenburg (2000). These frames include attribution of responsibility, human interest, conflict, morality, and economic consequences. It was a census study. A total of 208 news stories and 149 tweets were selected for examination from the year 2020 to 2022. The findings revealed that the attribution of responsibility and economic consequences frames were the most commonly employed frames in both print media and official tweets. Subsequent, conflict and human interest frames were more prominently featured in print media than in the official tweets of the Ministry of Climate Change. Additionally, this study also revealed that government ministries and print media placed the least emphasis on highlighting the morality frame with respect to climate change.
subject: Articles
  topic: section
subject: Climate Change
  topic: keywords
subject: Framing
  topic: keywords
subject: Official Tweets
  topic: keywords
subject: , News Stories
  topic: keywords
subject: Pakistan
  topic: keywords
creator: Behjat Shahid
creator: Muniba Fatima Zahra
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-07-01
publication date: 2025-07-01
starting page: 1
ending page: 31
doi: 10.24312/ucp-jmc.03.01.506

Food Documentaries as a Tool for Cultural Promotion of Lahore: A Tourist Perspective
type: item
description: This research eexamine the role of food in promoting cultural heritage, with a particular focus on how street food and food documentaries contribute to the cultural promotion of Lahore, Pakistan. The research explores how street food serves as a medium for image-building at both national and international levels, emphasizing the ways in which visual storytelling particularly through documentaries enhances cultural visibility and tourist engagement. A qualitative research design was employed, with thematic analysis conducted on in-depth interviews from three foreign and three local tourists from Pakistan. The Fits-Like-A-Glove choice theory and the Uses and gratification theory served as the conceptual foundation for the research. Interview protocol was designed as tool for data collection for desired study. The findings of the study revealed that cuisine is closely related to cultural heritage, gastronomy plays a significant role in promoting a city's or country's culture. Furthermore, the use of food documentaries significantly amplifies the cultural messaging by visually capturing the vibrancy, diversity, and authenticity of Lahore’s street food scene. Every place develops its own culture. Tourists look to taste the essence of a culture through its cuisine due to regional variations in climate and other variables. Street food also has significant economic importance since it promotes the preservation of the region's culinary and cultural legacy, which boosts tourism revenues and strengthened links with the territory. The cuisine of Lahore is a fusion of Punjabi cuisine, Mughal cuisine, and street-style culinary traditions emerges as both a sensory and symbolic experience for tourists. Documentaries serve as cultural artifacts that reinforce these connections, making food a unifying force and an effective tool for cultural promotion.
subject: Articles
  topic: section
subject: Street food,
  topic: keywords
subject: Visual Storytelling,
  topic: keywords
subject: Food Documentaries,
  topic: keywords
subject: Cultural Heritage,
  topic: keywords
creator: Rabbia Shahzad
creator: Naveed Iqbal
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-07-01
publication date: 2025-07-01
starting page: 96
ending page: 117
doi: 10.24312/ucp-jmc.03.01.503

Effects of Cartoon Series on Learning Attitude
type: item
description: This study examines how cartoon series affect kids' attitudes towards learning. Exaggerated or more realistic styles are common in cartoons, a type of visual expression that has developed from early sketches in the Middle Ages to powerful media in the present. under this study, the effects of animated television show, or cartoons, on students' learning effectiveness, enjoyment, and engagement are under focus. The study uses the Cultivation Theory to investigate how media intake affects children's attitudes towards learning and their long-term views of the world. A sample of 205 kids from urban preschools and primary schools, ages 3 to 7, were included in the study. The results indicate that exposure to educational cartoons is significantly positively correlated with better attitudes towards learning. When it came to learning activities, children who watched instructional cartoons showed greater excitement and interest than those who watched non-educational content. According to the study, instructional cartoons have the ability to improve kids' learning outcomes and experiences. As a result, media creators should concentrate on producing entertaining and instructive content.
subject: Articles
  topic: section
subject: cartoon
  topic: keywords
subject: TV shows
  topic: keywords
subject: learning attitude
  topic: keywords
subject: instructional content
  topic: keywords
subject: preschoolers
  topic: keywords
creator: Sahar Mushtaq
creator: Dr. Hilal Fatima
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-12-31
publication date: 2024-12-31
starting page: 52
ending page: 64
doi: 10.24312/ucp-jmc.02.02.448

Work Life Balance Is an Illusion: Exploring the Challenges Faced by Pakistani Working Women
type: item
description: Contemporarily, work-life balance has been subject to considerable discussion, predominantly from working women. Although work life balance remains a buzz word however, it remains an illusion particularly for working women in developing countries like Pakistan. It is imperative to recognize and acknowledge the difficulties women encounter in balancing their jobs and personal and familial obligations in the backdrop of increasing percentage of women as a part of workforce. The aim of this cross-sectional research is to analyse and investigate the challenges faced by the working women in Pakistan regarding work-life balance. Recognition of these issues would enable us to suggest methods, measures and policy interventions as well as regulations to further improve work-life balance in the working women of Pakistan.
subject: Articles
  topic: section
subject: Work Life Balance
  topic: keywords
subject: Pakistani Women
  topic: keywords
subject: personal life
  topic: keywords
subject: professional life
  topic: keywords
subject: family
  topic: keywords
subject: constraints
  topic: keywords
subject: time
  topic: keywords
subject: working hours
  topic: keywords
subject: culture
  topic: keywords
subject: mental health
  topic: keywords
subject: finances
  topic: keywords
creator: Zarmeena Iqbal
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-12-31
publication date: 2024-12-31
starting page: 26
ending page: 51
doi: 10.24312/ucp-jmc.02.02.420

News Management of Pakistan Electronic Media: A Study of Human and Technological Aspects Influencing News of TV Channel
type: item
description: This study investigates how technology and human elements interact to control news on Pakistani television networks. The study explores the ways in which media technologies, editorial expertise, and decision-making procedures interact to affect news production, distribution, and quality. The study used a qualitative approach and interviewed 15 news journalists from Pakistan's top media outlets. The results emphasize how important human knowledge is to preserving journalistic context and integrity, especially in politically delicate or crisis-driven news situations. At the same time, technical developments like real-time data systems and automated editing tools are acknowledged for improving news production speed and efficiency. But the study also reveals difficulties in combining these two fields. Reporters noted inadequate training, antiquated IT infrastructure. The findings from this explorative research venture carry significant implications for policy makers and management stakeholders of news channel in how to incorporate maximal Media Technologies in proficient manner to facilitate authentic and quick functioning of their setups. In addition, this would identify the gaps in the existing utility of ICT highlight the suggestive ways in which existing Media Technologies' can be enhanced and improved for the maxima news processing functions of news reporters.
subject: Articles
  topic: section
subject: News management
  topic: keywords
subject: TV channel
  topic: keywords
subject: ICTs
  topic: keywords
subject: Electronic media
  topic: keywords
subject: real-time data systems
  topic: keywords
subject: IT infrastructure
  topic: keywords
creator: Ali Ashraf
creator: Zahir Ahmed
creator: Muhammad Rizwan
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-01-02
publication date: 2025-01-02
starting page: 65
ending page: 83
doi: 10.24312/ucp-jmc.02.02.439

A Quantitative Content Analysis Examining Influence of Bollywood on the Integration of Hindi and Urdu
type: item
description: The aim of this study is to investigate how popularity of Bollywood movies has contributed to the blending of Hindi and Urdu, particularly in urban areas of Pakistan affecting everyday language using 384 participants. The survey used a structured questionnaire that was meant to gather information on different aspects of Bollywood’s role in integrating Hindi and Urdu languages through popular films. We design a data collection instrument that has fifteen questions only. This involves administering a survey with an Agree/Disagree/Neutral scale to a sample of youth population from city of Lahore whose age between15 to 24. Further in the research, it is discussed what kind of effect the linguistic decisions of Bollywood posit for the spectators in both Indian and Pakistani cinematographs to expand their cultural tolerance while all the geopolitical enmity between the Indian and Pakistani borders. This research underscores the rather unique role of Bollywood as the mediating ground for linguistics and culture in the process of constructing on the relationship between Hindi and Urdu as two sides of the same coin.
subject: Articles
  topic: section
subject: Bollywood Movies
  topic: keywords
subject: Culture
  topic: keywords
subject: Language
  topic: keywords
subject: Hindi
  topic: keywords
subject: Urdu
  topic: keywords
creator: Ghulam Hussain
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2025-01-02
publication date: 2025-01-02
starting page: 84
ending page: 102
doi: 10.24312/ucp-jmc.02.02.380

How Facebook Influences Parent-Adolescent Interactions: A Study on Interpersonal Dynamics
type: item
description: In today’s digital age, the growing prevalence of social networking platforms, particularly Facebook, among teenagers has significantly impacted their relationships with parents. This study utilizes a qualitative approach to examine Facebook’s effect on interactions between parents and adolescents, with a specific focus on interpersonal connections. Data collection was conducted through a survey guide distributed to 20 parents, aligning with a qualitative methodology. The research is anchored in the Uses and Gratifications Theory, which provides a strong basis for exploring these relational dynamics. By adopting this qualitative method, the study seeks to address existing gaps and limitations in prior research. The collected data are processed using the Statistical Package for the Social Sciences (SPSS) program. The study’s results indicate that adolescents, often deeply engaged with Facebook, feel less compelled to interact with their parents, instead building closer ties with online peers. This frequent use of Facebook is highlighted as a key factor that potentially weakens parent-adolescent bonds. Parents also report that high Facebook activity among teenagers negatively affects their relationship.
subject: Articles
  topic: section
subject: Adolescent Behavior, Facebook Usage, Interpersonal Relationships, Parent-Adolescent Interaction, Social Media Impact.
  topic: keywords
creator: Syeda Urwa Bukhari
rights: Copyright (c) 2025 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-12-31
publication date: 2024-12-31
starting page: 01
ending page: 25
doi: 10.24312/ucp-jmc.02.02.412

Media as a Catalyst for Change: Addressing Transgender Violence and Healthcare Inequality in Pakistan
type: item
description: This paper examines the role of media in addressing violence and medical inequality experienced by transgender individuals within Pakistan. It tends on to analyze major cases and the power of media advocacy in rising responsiveness and inducing public perception and policy deviations. The study is based on qualitative content analysis of news reports, and discussions with activists, journalists, and healthcare specialists. Results demonstrates that media coverage has been central in the mobilizing support for the trans community but highlights gaps in depiction and the need for more constant and empathetic attention. The paper finds recommendations for improving media strategies to improve media strategies to care the transgenders through ethical reporting, comprehensive narratives, and continued support efforts.
subject: Articles
  topic: section
subject: trans community
  topic: keywords
subject: healthcare
  topic: keywords
subject: role of media
  topic: keywords
subject: media reporting
  topic: keywords
subject: media advocacy
  topic: keywords
subject: gender violence
  topic: keywords
creator: Hassan Khalil
creator: Rabia Fatima
rights: Copyright (c) 2024 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-07-01
publication date: 2024-07-01
starting page: 89
ending page: 100
doi: 10.24312/ucp-jmc.02.01.334

Impacts of YouTube Tutorials on Students Education
type: item
description: This study shows how YouTube video tutorials helps in education of universities students. We collect data from undergraduate students who belongs to different departments of 6 universities in Lahore, Pakistan Public, Private & Distance Learning Education Institutions. The sample size consisted of 384 respondents from each category using disproportionate stratified sampling technique of undergraduate students. The effectiveness of YouTube tutorial watchers of undergraduate students of different universities who belongs to different departments was measured using a 13-item questionnaire. The quantitative phase involves a survey administered to a representative sample of university students, utilizing an Agree/Disagree/Neutral scale to assess various dimensions of YouTube's impact. YouTube plays a crucial role in enhancing the educational experience for university students, providing supplementary resources that contribute to a deeper understanding of complex concepts.
subject: Articles
  topic: section
subject: YouTube
  topic: keywords
subject: Students
  topic: keywords
subject: Tutorial
  topic: keywords
subject: Educational Impact
  topic: keywords
subject: Concepts
  topic: keywords
creator: Ghulam Hussain
rights: Copyright (c) 2024 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-06-30
publication date: 2024-06-30
starting page: 101
ending page: 117
doi: 10.24312/ucp-jmc.02.01.314

Effects of Watching Pakistani TV Dramas On Perceived Portrayal of Family Relationships Among University Students
type: item
description: Media plays an important role in promoting ideas and transforming society. Media scholars believe that new world culture is appearing through Television. The aim of this study to explore how university students perceive the portrayal of family relationships in the Pakistani TV Dramas (Geo entertainment, ARY Digital, Hum TV or other channels) and they perceived portrayal of family relations negative and how much they are affected. A sample of 200 respondents was chosen for this cross sectional research through purposive sampling technique. Findings of the study reveal that there is a moderate relationship between perceived status of family relationship and their effects on students. Moreover, gender has a significant relationship with family system. The study concludes that there are significant changes taking place in portrayal of family relationship and Pakistani TV dramas promote negative family relationship and family crisis.
subject: Articles
  topic: section
subject: Television, Pakistani Dramas, Family relationship, university students
  topic: keywords
creator: Saba Sultana
creator: Aaima Batool
creator: Amina
rights: Copyright (c) 2024 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-06-30
publication date: 2024-06-30
starting page: 68
ending page: 88
doi: 10.24312/ucp-jmc.02.01.337

Exploring how Facebook usage affects the interpersonal connections of adolescents with their parents
type: item
description: In the current digital era, the escalating use of Social Networking Sites, particularly Facebook, among adolescents has become a prominent factor influencing their interpersonal relations with parents. This research employs a quantitative approach to investigate the effects of Facebook usage on the relationships between adolescents and their parents. The quantitative aspect utilizes a survey method, collecting data through a questionnaire administered to 400 adolescents. The study draws on the theoretical framework of Technological Determinism theory, as it robustly supports the exploration of these dynamics. By employing a quantitative approach, the research aims to address gaps and limitations present in previous studies. The collected data are analyzed using the Statistical Package for Social Sciences program (SPSS). The findings reveal that adolescents, engrossed in frequent Facebook usage, perceive a reduced necessity to engage with their parents. Instead, they tend to form stronger bonds with online friends, diminishing their connection with parents. The excessive use of Facebook emerges as a significant factor weakening the parent-adolescent relationship. Adolescents acknowledge the adverse impact of their extensive Facebook use on interpersonal relations with their parents.
subject: Articles
  topic: section
subject: Adolescents
  topic: keywords
subject: Facebook
  topic: keywords
subject: Interpersonal relations
  topic: keywords
subject: parents
  topic: keywords
subject: Social Networking Sites
  topic: keywords
creator: Dr. Hilal Fatima
creator: Syeda Urwa Bukhari
rights: Copyright (c) 2024 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-06-30
publication date: 2024-06-30
starting page: 30
ending page: 67
doi: 10.24312/ucp-jmc.02.01.315

In Female Consumption Patterns of Digital Media: An Analysis of Ait Live Platform
type: item
description: In an era marked by evolving media landscapes, understanding why women choose to engage with digital media and what they seek to gain from it is of paramount importance. This paper investigates the types of content that resonate with women, including news, business, sports, and their engagement metrics, such as likes, shares, and comments. Factors influencing consumption patterns, such as age, location, and education, are examined to provide a holistic perspective. Through the lens of the Uses and Gratifications Theory and Feminist Theory, the paper looked at the motives behind women's digital media engagement, including the desire for information, entertainment, social interaction, and empowerment. This analysis aims to shed light on the multifaceted nature of women's digital media consumption patterns, revealing the underlying needs and gratifications that drive their interactions with AIT.LIVE news platform. The paper finds that female users on the digital media platform AIT.LIVE exhibit varying patterns of visit frequency and duration, suggesting that the platform is adaptable to the diverse lifestyles and schedules of its female audience. The paper recommends that AIT.LIVE should continue to support diverse content creation, especially by female influencers, to ensure that women find varieties of content that resonates with them. Ultimately, the research contributes to a deeper understanding of how digital media can be tailored to better serve the diverse preferences and needs of female audiences in the Nigerian context. Keywords: Female, Digital media, Consumption patterns, News, AIT.LIVE
subject: Articles
  topic: section
creator: Joy Ofordi
creator: Joseph Babatunde Ayodele
creator: Ramatu Ahmad
rights: Copyright (c) 2024 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2024-06-30
publication date: 2024-06-30
starting page: 1
ending page: 29
doi: 10.24312/ucp-jmc.02.01.272

Impacts of Romantic Dramas on Youth of Lahore
type: item
description: 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.
subject: Articles
  topic: section
subject: Romantic Television Drama
  topic: keywords
subject: Effectiveness
  topic: keywords
subject: Romance
  topic: keywords
subject: Youth
  topic: keywords
subject: Moral Values
  topic: keywords
subject: Family Values
  topic: keywords
creator: Ghulam Hussain
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-12-14
publication date: 2023-12-14
starting page: 83
ending page: 94
doi: 10.24312/ucp-jmc.01.02.212

Social Networking as Determinant of Online Friendship Quality and Trust: Case of Pakistan
type: item
description: 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 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 (M = 22.10, SD = 2.11).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.
subject: Articles
  topic: section
creator: Dr Rubab Mussarat
creator: Dr. Afsheen Masood
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-12-14
publication date: 2023-12-14
starting page: 22
ending page: 34
doi: 10.24312/ucp-jmc.01.02.200

Role of Media in Empowerment of Transgenders in Pakistan
type: item
description: 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.
subject: Articles
  topic: section
subject: Transgender Community Systemic Discernment, Media Role, Transgender Empowerment
  topic: keywords
creator: Maryam Zakria
creator: Mustabshera Quddus
creator: Dr. Hilal Fatima
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-12-14
publication date: 2023-12-14
starting page: 61
ending page: 82
doi: 10.24312/ucp-jmc.01.02.211

Examining the Impact of Social Media Advertisements in Promoting Fashion Sense among University Students
type: item
description: 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.
subject: Articles
  topic: section
subject: Social Media Advertisements
  topic: keywords
subject: social media
  topic: keywords
subject: Fashion Ads
  topic: keywords
subject: Fashion Sense
  topic: keywords
subject: University Students
  topic: keywords
subject: Purchasing Behavior
  topic: keywords
subject: Fashion Exposure
  topic: keywords
creator: Fareed Ali
creator: Saba Sultana
creator: Aaima Batool
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-12-14
publication date: 2023-12-14
starting page: 1
ending page: 21
doi: 10.24312/ucp-jmc.01.02.204

The Psychological Impact of Fake news about COVID-19 on Social Media Users in Pakistan
type: item
description: 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 & 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 & disinformation) news during COVID-19 in Pakistan.
subject: Articles
  topic: section
subject: Fake news, digital media, social media users, COVID-19, Psychological impact.
  topic: keywords
creator: Aqeel Tahir
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-12-14
publication date: 2023-12-14
starting page: 35
ending page: 60
doi: 10.24312/ucp-jmc.01.02.201

Freedom and Growth of Media in Pakistan: An Analysis (2008-2013)
type: item
description: 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.
subject: Articles
  topic: section
subject: freedom
  topic: keywords
subject: growth
  topic: keywords
subject: media
  topic: keywords
subject: democratic regime
  topic: keywords
subject: journalists
  topic: keywords
subject: media channels
  topic: keywords
subject: media-government relations
  topic: keywords
creator: Zarmeena Iqbal
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-09-11
publication date: 2023-09-11
starting page: 81
ending page: 110
doi: 10.24312/ucp-jmc.01.01.073

Impact of Television Public Service Messages on Viewers of Lahore: A Case of COVID-19
type: item
description: 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.
subject: Articles
  topic: section
subject: PSM
  topic: keywords
subject: covid-19
  topic: keywords
subject: television
  topic: keywords
subject: impact
  topic: keywords
creator: Azka Butt
creator: Fahad Anis
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-09-11
publication date: 2023-09-11
starting page: 1
ending page: 14
doi: 10.24312/ucp-jmc.01.01.052

Media Representation of Female Serial Killers (FSK): A Conceptual review
type: item
description: 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).
subject: Articles
  topic: section
subject: Serial Killer
  topic: keywords
subject: Gender role
  topic: keywords
subject: attention
  topic: keywords
subject: Commited
  topic: keywords
subject: FSK
  topic: keywords
subject: Evidence
  topic: keywords
creator: Ayesha Riaz
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-09-11
publication date: 2023-09-11
starting page: 66
ending page: 80
doi: 10.24312/ucp-jmc.01.01.046

Electronic Media Advertisements and Brand Consciousness among Youth: A Case Study of NUML Students
type: item
description: 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.
subject: Articles
  topic: section
subject: Electronic media
  topic: keywords
subject: Advertisement
  topic: keywords
subject: Brand Consciousness
  topic: keywords
subject: Youth, Students
  topic: keywords
subject: Television
  topic: keywords
creator: Hassan Zaib
creator: Dr. Rubab Musarrat
creator: Shaheer Ahmed
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-09-11
publication date: 2023-09-11
starting page: 55
ending page: 65
doi: 10.24312/ucp-jmc.01.01.045

Exploring the Challenges of Journalism as Profession: A Perspective of Female Journalists in Punjab
type: item
description: 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.
subject: Articles
  topic: section
subject: journalism
  topic: keywords
subject: punjab
  topic: keywords
subject: journalistic challenges
  topic: keywords
subject: profession
  topic: keywords
subject: female journalists
  topic: keywords
creator: Fehmida Nawaz
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-09-11
publication date: 2023-09-11
starting page: 35
ending page: 54
doi: 10.24312/ucp-jmc.01.01.051

Pakistani TV News Channels and Crime Raid Shows: An Ethical Perspective of Media Critics
type: item
description: 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.
subject: Articles
  topic: section
subject: Aggression
  topic: keywords
subject: crime
  topic: keywords
subject: violence
  topic: keywords
subject: fear
  topic: keywords
subject: ethical values
  topic: keywords
subject: media laws
  topic: keywords
subject: crime raid shows
  topic: keywords
creator: Zaheer ud Din Babar
rights: Copyright (c) 2023 UCP Journal of Mass Communication https://creativecommons.org/licenses/by/4.0
date: 2023-09-11
publication date: 2023-09-11
starting page: 15
ending page: 34
doi: 10.24312/ucp-jmc.01.01.039