School of Media and Communication Studies (SMCS)

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    Revival of radio in Pakistan
    (UMT,Lahore, 2010) Muhammad Arshad Alam; Saeed Ahmad
    The potential of_radio as a tool of social development is being utilized throughout the globe, be it be the developing or developed world. It has a long history of penetration at grassroots through community radio in the westem world. In Asia, though community radio is comparatively a new arrival , but over the years, community radio broadcasting has found roots and is playing a vital role in the development of small communities' .In PAKISTAN, radio has long remained a state monopoly. After promulgation of PEMRA Ordinance 2002, the electronic media in private sector is emerging in a fast pace. Besides issuing a large niunber of licenses for FM RADIOs it is catering to the entertainment needs of the urban elites while community radio still remains a far cry in the country .With rampant illiteracy, unemployment, ignorance and multiple social and ethnic issues, the usage of radio as an agent to bring about social change is the demand of times. Above in view, critically analyze radio as a medium in the global context and relate it with the REVIVAL OF RADIO IN PAKISTAN with a purpose to identify various trends and suggest suitable option(s) for its effective utilization.
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    Alim Aur Alam
    (UMT,Lahore, 2013) Zunaira Imran; Shafaq Waseem
    The main purpose of project is to know what People perception about ALIM AUR AALAM program, which is based on religion. And what sort of influence it is leaving on people. We first start our project with the introduction of Islam. Then we have a look in history of Islam and how Islam split between Muslims and divided into sections and its effect. We focus how origin of the split came into existence between Muslims. We consider how Islam is the fastest growing religion in the West? Nevertheless, the West has many stereotypes and misconceptions about Islam that are due to the media, prejudice, and ignorance. Islam is often looked upon as a "extremist", "terrorist", or "fundamental" religion. Alim online was started on Geo TV which is now shifted on ARY DIGITAL with the name of Alim Aur Aalam. But the content of this program is same. We focus on the format of this program. There is always two mula’s invited one from shia side and second from sunni side. The main reason of this program is just to enhance the Islam and clear the concepts, but, my research told and reveals that the format of this program creates conflict.
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    Representation of Women in the Oscar Winning Films by Sharmeen Obaid Chinnoy
    (UMT,Lahore, 2015) Naveed Anjum
    Saving Face (2012) and A Girl in the River: The Price of Forgiveness (2015) are landmark films in the history of Pakistani media. Directed by Sharmeen Obaid Chinnoy, these Oscar winning films were produced by HBO and broadcasted in America. The subject of both the films is violence against women in Pakistan. This study uses qualitative analysis of the films in order to take out different themes and understand their connection to the message of violence against women as presented in these films. At UMT, Lahore, a group of 67 (males and females) of media students (Masters Level) was used as sample. They were shown the two films. A quantitative analysis on reception of the message of violence against women in Pakistan was done on the basis of reception theory by Stuart Hall. In the group that responded in favor of the dominant view, female respondents (58%) outnumbered the male respondents (42%). In the group which belongs to the negotiated and oppositional responses, male respondents (71%) outnumber the female respondents (29%). This difference in the response has significance in the process of communication. This refers to the question whether there is inherent bias towards opposite gender in the male and the female components of Pakistani society or is that the subjective point of view of the filmmaker in these films that makes the difference in reception.
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    Framing of Jamat-e-Islami Bangladesh Leaders’ Execution: A Comparative Study of Pakistani and Bangladeshi Leading English Dailies
    (UMT,Lahore, 2015) Muhammad Yousaf
    Newspaper coverage of an issue leaves a positive or negative impact on the minds of public. This study examines the impact of framing of Jamat-e-Islami leaders’ execution in Bangladesh. Jamat-e-Islami leaders were accused of being involved in massacre and atrocity during the Bangladesh Liberation War in 1971. Framing analysis was employed. The purpose of study was to identify how the leading dailies ‘The Daily Star’ Bangladesh and ‘The Nation’ Pakistan have covered the event by using different frames in the same story to influence the public opinion. To investigate the issue, content analysis was conducted and framing as a tool was employed. Framing was analyzed from coding process which was done on two stages. On the first stage, open coding was performed. All the news text was read carefully and significant sentences and phrases were picked up and labeled according to the idea conveyed. On the second stage, all the labeled sentences and phrases were observed and analyzed thoughtfully to see if they show strong association to any of the seven frames extracted as result of first coding, i-e ‘National Vendetta frame, Historical Conflict frame, Human Rights frame, Public Reaction frame, Victory of Spectacle. Judicial frame and Religious frame. Five frames were extracted from the news story of ‘The Daily Star’ Bangladesh whereas four frames were extracted from the news story of ‘The Daily Nation, Pakistan. The frequency of occurrence of these frames is such as; National Vendetta frame was the most frequently used frame, Victory of Spectacle frame was second frequently used frame. Judicial frame was the third frequently used frame, Human Rights frame was the fourth frequently used frame, Public Reaction frame was the fifth frequently used frame while Religious frame was the least used frame in ‘The Daily Star’ Bangladesh. Whereas in ‘The Nation’ Pakistan, Historic Conflict frame was most frequently used frame, Human Rights frame was the second frequently used frame, Religious frame was the third frequently used frame while Public reaction was the least used frame. The study has concluded that the incident of execution was widely celebrated in Bangladesh as it was deemed justice with victim families whereas slighty contemplated and condemned in Pakistan. Key words: content analysis, Framing, Coding, Newspaper coverage, Jamat-e-Islami Leaders ‘execution, Bangladesh, Pakistan,
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    STEREOTYPING OF WOMEN IN TELEVISION COMMERCIALS IN PAKISTAN
    (UMT,Lahore, 2015) TOOBA GHULAM NABI
    This study seeks to explore the stereotyping patterns of women in primetime television commercials. The research method of quantitative research analysis is being used in this study for leading television commercials. Four leading TV channels were selected on the basis of most popular viewership, provided by the TV channels ranking. The two most popular news channels (Geo News & Aaj News) and two most popular entertainment channels (ARY Digital & Hum TV) were selected. Commercials broadcasted in prime time, from 7pm to 10pm were included in the analysis. The TV commercials shown in the prime time on Pakistani Television were analyzed for the phenomenon of gender stereotyping, focusing on women The unit of analysis was a full commercial for a product. With the help of literature eight coding categories were adapted in the content analysis. The instrument used to collect data, was closed ended questionnaire. SPSS 17 (Statistical Package for Social Science) software was used to analyze data in the form of Pearson chi-square test and frequencies & percentage of responses are shown in tables. The dissertation concluded that women are presented as dependent and more in subordinate positions and as users of products than men. Pakistani television commercials present women in specific manner and in particular role which mostly depicts average women of Pakistani society. Rarely females are presented in leading characters and roles e.g. administrators, supervisors and heads of business originations. They are given an impression by the media that they are dependent creatures and cannot work independently. They either need the help of their fathers’ brothers or their husbands. And that they are not able to move and work separately. The need is to bring change in the stereotypical presentation of females to make them equal contributors in society.
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    Male Stereotypes in Television Advertisements in Pakistan: A content analysis
    (UMT,Lahore, 2015) Zainab Kamran Mirza
    This is the study of male portrayal in television commercials. It focuses on male gender depiction in advertisements in electronic media. The study provides the evidence that male gender depiction in the advertisements is question on stereotypical portrayals. The content analysis is used as a research methodology. 710 broadcasted TVCs which have at least one male character are selected from three channels i.e Dunya News, Express News and Hum Tv. After eliminating public service messages, repetition of ads, paid content, animated ads, and ads with no human character, the sample of 60 ads was further coded for nine distinguished categories and sub-categories. Purposive sampling technique has been used for data collection. The outcome of the research question “what are the stereotypes associated with men in Pakistani advertisements?” supports the hypotheses “Depiction of men in TV ads is positively aligned with the traditional male role expectations of the society” and stereotypes of male gender roles exist today in our society and dominate the overall portrayal.
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    Role of Lahore Electric Supply Company Public Relations Department and Consumer Awareness
    (UMT,Lahore, 2015) Ali A1 Aas
    This study investigates awareness level of the electricity consumers of Lahore Electric Supply Company (LESCO). Lindenmann Model has been used to assess the level of awareness given by the LESCO Public Relations Department to the electricity consumers. The research is quantitative in nature and the data has been collected through structured questionnaire with 25 closed-ended and one open ended question. The primary data of 497 electricity consumers from all the seven circles of Lahore region has been collected. The research includes both descriptive as well as inferential statistics like pie charts, histogram in descriptive portion and correlation regression analysis in inferential portion. Correlation's results show that there exists a 0.695 correlation that means both the variables are related to each other by almost 70 percent, which is a good correlation. Results of regression also state the same fact by showing the value of coefficient which is 0.695 that shows one-unit change in LESCO. Media awareness brings 0.695 or almost 0.7 units change in Consumer Satisfaction in positive direction. Moreover, different tests such as t-test, Chi square test and Combach alpha coefficient test have also been applied in order to check the reliability, stability and significance of the study. That actually proves the theory that increasing the media awareness by LESCO Organization will give its consumers more satisfaction. As per analysis of research and hypothesis, it has been concluded that the role of LESCO PR Department has not been effective in giving awareness to the consumers about the process of redressal the common electricity issues. Moreover, LESCO PR Department has also failed to build positive image of the organization in the mind of electricity consumers of LESCO. The research has also investigated that people usually do not follow the instructions given by LESCO Public Relations Department for the resolution of the electricity issues. Further, it has also been found out that LESCO Public Relations Department does not use all communication sources for the awareness of the consumers.
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    Family Planning
    (UMT,Lahore, 2015)
    Overpopulation is a serious issue in Pakistan. In past, governments executed various communication campaigns countrywide to control the growth of population in Pakistan, but most of such campaigns failed to achieve desired objectives. This research was aimed to investigate the effectiveness of interpersonal and mass communication, and to observe the adoption level of family planning messages. Diffusion of innovation and two step flow of communication was applied in the research. A sample of 500 subjects was selected and multi-stage method was taken for analysis. The main thrust of research was quantitative research. Structured interviews of participants (of differing demographic characteristics) using interview schedule and through questionnaire data was collected from the residents of Punjab, the most populated province of Pakistan. Inferential and descriptive statistics was used to analyze data. Chi-square test was applied. The findings depicted that majority of respondents (74.3%) had knowledge about family planning, but very few of them were actually practicing. The awareness is more among females than males. However, this awareness is self-sought, rather than given by any NGO official or Government official. The main cause of not exercising family planning was wish for more children. However, among those who adopted family planning, interpersonal communication through lady health workers was an influential reason to convince the partners. Due to dearth of opinion leaders no influence existed between opinion leaders and awareness. Findings of the research concluded that in order to raise awareness regarding family planning, government with help of NGO’s should provide counseling to the illiterate people by using interpersonal communication.
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    EFFECTS OF SOCIAL MEDIA ON MARRIED LIFE
    (UMT,Lahore, 2015) EFFECTS OF SOCIAL MEDIA ON MARRIED LIFE
    Social media is defined as websites and applications that enable users to create and share content or to participate in social networking. With the emergence of social media, electronic-based forums are created, discovery of new information and new acquaintances are enhanced, reconnection with lost friends is facilitated, and communication by people from around the world has become easier. People who became friends through social media can subsequently be declared as husband and wife, but the marriage is becoming more vulnerable to threats posed by the social media. In other words, social media connect individuals who found themselves mutually compatible and ultimately become spouses. Just like they build homes, social media equally break families. Divorce rates have been increased over the last ten years due to social web site use. Social media websites can have a negative impact on relationships.
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    Critical study of morning programs agenda in popular tv channels
    (UMT,Lahore, 2015) Sidra Jahangir
    .This study investigates the "Moming programs agenda in popular TV channels" through content analysis as a tool of data collection. Agenda of moming programs is the focus point. Agenda refers to theme and message of moming program. Puipose of observing agenda of moming show is to evaluate what message is being delivered by these shows to the people at large. Channels selected for this research are GEO TV, HUM TV, ARY Digital and PTV. One month period was being selected for monitoring i.e. April 2015. Monitoring of selected TV channels clarify the agenda of that channel. For the purpose of observing moming programs agenda in popular TV channels, agenda setting theory was being applied. Tlirough message and theme of tlie program we came to know about the agenda of that channel. As the purpose of the study is to evaluate moming programs agenda of popular TV channels, methodology of the research is quantitative analysis. Monitoring of moming transmission helped in data collection, leading to content analysis to measure the quality of programs. Parameters are developed in shape of table to collect data. This table helped in figuring out that what kind of approach TV channels are adopting. General findings of research revealed that mostly moming shows are highlighting themes related to women interest. Knowing the fact that house hold women are heavily engaged in moming shows, producers design shows according to women interest such as makeup tips, latest dress designs, new hairstyles, health tips, self-giooming, wedding shopping etc. These topics increase their interest in moming transmission and mostly women are watching 2-3 moming shows at a time to get more and more information.
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    Desensitization to violence by TV news content: Analyzing public perceptions
    (UMT,Lahore, 2016) Ayma Mir
    News is the source of information for people in society which can also play an important role in their decision making and creating awareness in a society. Every message that people selectfrom media is obtained on the basis of many factors that can be demographic, personal or any other reason. This study analyze the significant relationship between habitual exposure to violent news of Pakistan television channels and desensitization effects on people towards real world violence. Cross-sectional survey was conducted to collect data that aimed to get responses of 184 respondents out of them 100 were be male respondents who responded and 84 were female. Convenience sampling was used to select the sample of respondents and questionnaire was the tool for survey that was designed in such a way to analyze the perceptions of respondents. Research was also briefly tested in frame ofdifferent theories of social sciences; Cultivation Theory, Social Cognitive Theory, and Bystander effect. Obtained results were then evaluated by suitable statistical tests that are Correlation between variables. Simple Linear Regression and Independent Sample t test. The results have suggested that violence shown in news on TV channels is decreasing sensitization towards real world violence in them thus increasing desensitization.
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    Opinion of House Wives about Ramadan Transmission Messages
    (UMT,Lahore, 2016) Asma Ehsan
    Pakistan media has dynamically grown and has been serving us in number of purposes. It has no longer remained only communication and entertainment platform but has become knowledge provider especially in context to religion. Ramadan Transmission messages play a very important role in impacting on house wives opinions regarding Islamic and social values. This research study aims at investigating and analyzing Opinion of House Wives about Ramadan Transmission Messages.
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    PRINT MEDIA COVERAGE OF PAT AND PTI SIT-IN PROTEST
    (UMT,Lahore, 2016) Ummay-e-farwah
    The study examines the newspaper editorials treatment of PAT and PTI sit-in protest. The quantitative and qualitative research study is conducted through content analysis of Pakistani English newspaper editorial and editorial notes. The News is antigovernment and The Nation is pro government sit-in time. Both selected paper policy are different. Editorials of these two Pakistani newspapers published from 1st July to 31 December, 2014 were selected. Altogether, 360 editorials and 392 editorial notes were read out from the two newspapers. With total sample size of 752 from selected newspaper The News (180 editorials and 220 editorial notes) and The Nation (180 editorials and 358 editorial notes) as 938 populations. The topics of editorials were discussed PAT and PTI Leadership tone, speeches and other issues related to sit-in. The Nation editorial and editorial notes discussed sit-in 56 times in present period, while The News discussed 61 times. Moreover, of the total 336 editorials of The News was portrayed negatively 62 times and positively only 9 times. The data indicate that sit-in issue is priority of newspaper and open criticism directed towards PAT and PTI sit-in. The total 416 editorials of The Nation were portrayed negatively 56 times and positively only 12 times. The biggest editorials came from The Nation whereas the biggest criticism came from The News editorials. The researcher explores the trend by using the agenda setting, framing and propaganda theories. They treated the PAT and PTI sit-in protest but they followed own policy and agenda. That’s why, the newspaper editorials built positive or negative effect in the treatment of sit-in. Keywords: Newspaper, Treatment, Editorial, Sit-in
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    ANALYSIS OF DEVELOPMENT AGENDA OF FM BROADCASTING HOUSES IN QUETTA CITY
    (UMT,Lahore, 2016) Mehwish Mukhtar
    Discovering and sustaining the means of information is the most significant assistance for most of people in ever-changing situations of Quetta. FM radio stations are heard by people from every sphere of the social order. In this study FM radio is considered as community medium due to its usage by the people of Quetta. FM broadcasting is immensely operative, vital and improved tool because of its vicinity, intimacy, rapidity, easy reach, and inexpensive nature. Individuals of Quetta embraced FM radio for its prospective to overcome propaganda of other media by bringing news and information to distant zones, and it educated society about rights of human, impartiality, and healthcare, etc. This thesis explores that whether major development issues faced by people of Quetta are in the agenda of FM transmission or not. Population of Quetta is suffering from lack of facilities, social disorder. There is much need to address the developmental issues of that area. This research is conducted by taking in-depth interviews of the resource persons of FM broadcasting houses of Quetta, along with the survey method in which questionnaire was used as tool. The findings of this study are that both media person and listeners of Quetta believe that FM broadcasting houses have significant development agenda
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    Political Talk Shows & Political Awareness
    (UMT,Lahore, 2016) Tayyeb Ramzan
    This study investigates the impact of talk shows on political awareness and voting trend of the students of Lahore, Pakistan through survey (n=400), using questionnaire as a tool of data collection. The study recorded the students’ level of viewing political talk shows, political knowledge, awareness, activities, voting trends and government assessment score. It crossed checked the above factors with the level of viewing along with demographic characteristics of the respondents. The statistical tests chi-square and Mann Whitney U test were applied for testing the hypothesis, confirming that greater the exposure to talk shows greater the political awareness, political knowledge and political activities. The study also found that there was no significant relationship between talk shows viewers and voting trend and similarly about the assessment of the government performance. The study also concluded that talk shows played significant role in rural areas where students did not cast vote merely on caste bases in general election
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    ROLE OF SOCIAL MEDIA IN CHANGING SOCIALIZATION PATTERNS
    (UMT,Lahore, 2016) Syeda Hiba Fatima Zaidi
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    Excessive Facebook usage and Social life of University student’s an exploratory study.
    (UMT,Lahore, 2016) Shamsa Jamil
    Social networking site Facebook influences more the social behavior, social values and social norms of the youngster in our society. The excessive usage of Facebook creates the weaker bonding among family and youth. The present study examines the effects of excessive usage of Facebook on the social life of the youth of Pakistani universities. A sample of 181 university students has been analyzed quantitatively. A cross-sectional survey design is employed for the analysis. The effects of excessive use of Facebook and the social life of the students have measured on Likert scale of questionnaire. The chi-square test shows that there is association between the excessive usage of Facebook and the social life of students of universities which means the more the usage of Facebook the more it effects the social life of the students of the universities. The three hypothesis of the study shows the positive relationship. The value of Cronbachs’ alpha is 0.865 which means the scale is highly reliable. Data has been analyzed statistically with the help of SPSS to conclude significant findings.
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    TV POLITICAL TALK SHOWS OF PAKISTAN AND YOUTH PERCEPTION
    (UMT,Lahore, 2016) Syyed Samar Ahmed
    The purpose of this study is to evaluate the TV political talk shows of Pakistan and perception of youth about these programs, what type of issues arising due to this type of broadcast. The research questions included the identification and analysis of viewpoint of the undergraduate/ graduate/ post graduate students of public and private universities of Lahore. For the present study, a five point Likert’s scale questionnaire had been designed under three sections. A sample of 154 students taken from 24 universities.
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    ADVERTISING ETHICS - ROLE OF ADVERTISEMENT IN CHILDREN BEHAVIOR FORMATION
    (UMT,Lahore, 2016) Huda Faheem
    The main aim of the research study is to find out if and how advertisements are affecting the behavior formation of the children who are exposed to these ads. A focus group discussion was held to discuss the topic and the effects of advertisements on children behavior formation. The panel for the discussion consisted of psychiatrists and psychologists. The focus group shed light on the role played by advertisements in children behavior formation and the effects of these ads on the children and helped design the questionnaire for this research study. The research was guided by the social learning theory. The research used qualitative as well as quantitative data collection techniques; mixed methodology. The sample was taken from different parts of Lahore, Pakistan. The results clearly highlight that advertisements have a negative impact on children’s behavior formation. Most of the advertisements are not within the ethical boundaries and have destructive influence on the children behavior formation. There is a need for ethics to be defined and enforced in the future to ensure the children and other sections of the society are not affected by ads in a destructive way