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Item Role of Social Media in Creating Awareness Regarding Government Initiatives in Smog Mitigation(UMT. Lahore, 2024) Shaiza FarooqThe aggravation of smog pollution in Lahore, Pakistan, presents a critical challenge to public health and environmental sustainability. Traditional approaches to mitigate smog have yielded limited success, necessitating innovative strategies. This research investigates the role of social media in fostering awareness of government initiatives aimed at smog mitigation among youth aged 18-24 in Lahore. Through a purposive sampling technique targeting 200 social media users, both male and female, a quantitative research design and survey as a research method is employed to assess the effectiveness of smog mitigation awareness campaigns.Item Exploring the Role of Media Priorities and Resources Allocation in Context with Climate Change(UMT. Lahore, 2024) Syed Muhammad Arslan BukhariThe present research uses the Agenda-Setting Theory to examine Pakistani journalists' perspectives on media coverage of climate change problems. The study reveals substantial problems, such as insufficient resources, outdated equipment, and limited experience that led to inaccurate climate reporting, through qualitative interviews with journalists from Pakistan's mainstream mediaItem Stereotypical Representation in Pakistan Television Commercials(UMT. Lahore, 2024) Jawaria SaleemThis study examines the portrayal of stereotypes in Pakistani children's television commercials through the lens of Critical Race Theory (CRT). It aims to analyse how language, imagery, and narratives contribute to the construction of stereotypical identities within these commercials. The research objectives include exploring the depiction of stereotypes outside Pakistani children's TV commercials, examining the role of language and visual elements in shaping stereotypical narratives within selected commercials, and investigating how these commercials participate in shaping conventional identities through specific representations.Item Exploring the Viewing Patterns of K-Pop on Instagram and Its Effects on Pakistani Youth(UMT. Lahore, 2024) Maira ZenabThis research, titled "EXPLORING THE VIEWING PATTERNS OF K-POP ON INSTAGRAM AND ITS EFFECTS ON PAKISTANI YOUTH”, Investigates how K-pop music affects the viewing patterns, emotions, social/lifestyle and language of Pakistani youth. Uses and Gratifications and Culture Imperialism Theories have been applied on this research. Study investigated how K-pop music builds a feeling of connection and effects the emotions, social aspects and language of Pakistani youth through Instagram.Item Coverage of 9th May Incident(UMT. Lahore, 2024) Nouraiz IjazMedia plays an important role to built public perception. It is fourth pillar of state. Especially when we talk about print media, it’s a source of information to educate people. This study examines ―Coverage of 9th May Incident: A Framing Analysis of Pakistani Leading Dailies‖. In this research, researcher will analyzed the role of Pakistani leading newspapers that how media framed 9th May incident in newspapers.Item Coverage of 9th May Incident(UMT. Lahore, 2024) Nouraiz IjazMedia plays an important role to built public perception. It is fourth pillar of state. Especially when we talk about print media, it’s a source of information to educate people. This study examines ―Coverage of 9th May Incident: A Framing Analysis of Pakistani Leading Dailies‖. In this research, researcher will analyzed the role of Pakistani leading newspapers that how media framed 9th May incident in newspapers.Item Exploring Science Communication Practices among Faculty at Public Sector Universities in Punjab, Pakistan(UMT. Lahore, 2024) Musadaq SultanThis research explores science communication practices among faculty members at public sector universities in Punjab, Pakistan. Using a qualitative approach, it adopts thematic analysis of 10 in-depth interviews of faculty members from diverse backgrounds to examine existing practices, motivations, and barriers to science communication. It also studies strategies to promote science communication among faculty members.Item DIGITAL RESISTANCE AND USE OF LANGUAGE AFTER VOTE OF NO-CONFIDENCE(UMT. Lahore, 2024) IFTIKHAR AHMADItem UNRAVELING OVERPOPULATION IN PAKISTAN: THEMATIC ANALYSIS ON THE EFFECTS OF OVERPOPULATION AND ROLE OF MEDIA POLICY MAKERS IN THE AWARENESS OF OVERPOPULATION IN PAKISTAN.(UMT. Lahore, 2024) Kanza AmeerPakistan is considered 5 th most populous country in the world. This drastic increase in population affects all the activities happening around us. Pakistan, being an underdeveloped nation where half of the population is illiterate creates diverse problems. The continuous growth in population can lead to several problems, affecting the environmental sustainability.Item Follow Your Leader(UMT. Lahore, 2024) Akif WasimOne-sided nature of Parasocial Interaction describing the intimacy as absent owning to the entire connection being solely existing in one’s mind (Jones, 2013). The primary objective of the study is to examine the significant relationship between Parasocial Interaction and Voting Behavior among university students, with a particular focus on the mediating role of Attitude Certainty in this relationship.Item Digital marketing strategies and sustainability of small enterprises(UMT. Lahore, 2024) Nosheen GhaffarThe research explores the impact of digital marketing strategies (DMS) on small enterprise'ssustainability and overall performance while identifying challenges and benefits. The Uses and Gratification Theory will be utilized to comprehend how individuals utilize digital marketing content to fulfill their needs and gratifications, offering valuable insights into consumers, business owners, and digital marketer behaviors. The research will be Qualitative, allowing an in-depth understanding of respondents' experiences, perceptions, and attitudes, thereby examining the roleof DMS in small enterprise's sustainability.Item Discourse Analysis of Prostitution Content on Pakistani YouTube Channels(UMT. Lahore, 2024) Maheen ZahidItem Impact Of Mukbang YouTube Videos on the Physical Well-Being of Youth in Lahore(UMT. Lahore, 2024) Syed Sumama Zia BukhariThe study examines the impact of Mukbang (eating broadcast) YouTube videos on the physical well-being of the youth in Lahore, Pakistan. With the increased concern over lifestyle and dietary habits among the youth, this research aims to check whether exposure to such content influences physical health outcomes among youth in Lahore.Item Impact Of Mukbang YouTube Videos on the Physical Well-Being of Youth in Lahore(UMT. Lahore, 2024) Syed Sumama Zia BukhariThe study examines the impact of Mukbang (eating broadcast) YouTube videos on the physical well-being of the youth in Lahore, Pakistan. With the increased concern over lifestyle and dietary habits among the youth, this research aims to check whether exposure to such content influences physical health outcomes among youth in Lahore.Item Ideological Representation of Pakistani and Muslims in Bollywood Movie “Phantom”(UMT. Lahore, 2024) Noshaba AsifThis study investigates the portrayal of Pakistani Muslims in the Bollywood film Phantom by applying Critical Discourse Analysis and Fairclough’s 3D-Dimensional model of Critical Discourse Analysis (CDA). The research retorts to the theoretical problem of media representation and its impression on societal perceptions, specifically investigative how discourse in prevalent cinema constructs and perpetuates stereotypes.Item Islamic and Western Communication Paradigms: A Comparative Analysis in Academic Perspective(UMT, Lahore, 2024) Syeda Anousha Ali BukharIt is a well-known historical fact that the Pakistan Movement began and succeeded with the Islamic ideology to gain a separate homeland for Muslims so that they could build a society on Islamic principles. However, for several reasons, Pakistani scholars and decision-makers kept the Western ideology for developing educational, economic, judicial, and social policies that put the country on a track which resulted in continuous deterioration of social values. This study aims to compare and contrast the Islamic and Western communication paradigms. Based on grounded theory methodology.Item The Impact of Online Harassment on Self-Censorship Among Female Journalists in Pakistan(UMT, Lahore, 2024) Ahmad TariqThis thesis highlights the issue of online harassment targeting female journalists in Pakistan, while employing the theoretical framework of the Spiral of Silence Theory. The aim of the study is to examine how online harassment affects female journalists' self censorship and well-being. By employing a quantitative approach, a close ended survey was conducted with female journalists across different cities to examine the extent to which they engage in self-censorship as a result of online harassment.Item UNREVEALING THE DECLINE IN PAKISTANI THEATER(UMT. Lahore, 2024) Saad MehmoodProfessional theatre in Pakistan, historically a vibrant source of artistic expression, social reflection, and communal engagement, has experienced a complex and gradual decline in recent years this study revolves around the voices and experiences of key individuals in the theatre industry, including actors, directors, playwrights, and dedicated patrons of the arts, forming the cornerstone of this inquiry.Item EFFECTS OF OTT (OVER-THE-TOP) PLATFORMS ON PAKISTANI YOUTH(UMT, Lahore, 2024) Muhammad Umar FarooqThe social connections, motivations, interaction with educational and emotionally engaging content, and overall usage of Over-the-Top (OTT) platforms are all investigated in this study. We used descriptive and inferential statistics to look at the survey results. According to studies, most students utilize OTT services as a way of supplementing their learning, mainly through educational documentaries and series. Inspirational movies or dramatic series improve one's emotional well-being.Item IMPACT OF EDUCATIONAL AND ENTERTAINMENT CARTOONS ON CHILDREN’S SOCIAL SKILLS DEVELOPMENT(UMT, Lahore, 2024) Muhammad Fahad ShahzadThis thesis explored the impact of cartoons on children's social skills development, focusing on three key areas: interpersonal skills, which includes communication, cooperation and empathy. Criticisms from educators, parents and psychologists regarding increased screen time informed the rationale for the study: the impact of educational and entertainment cartoons on children‘s social behaviors.