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Item Desensitization to violence by TV news content: Analyzing public perceptions(UMT,Lahore, 2016) Ayma MirNews 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.Item ROLE OF SOCIAL MEDIA IN CHANGING SOCIALIZATION PATTERNS(UMT,Lahore, 2016) Syeda Hiba Fatima ZaidiItem ADVERTISING ETHICS - ROLE OF ADVERTISEMENT IN CHILDREN BEHAVIOR FORMATION(UMT,Lahore, 2016) Huda FaheemThe 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 wayItem PRINT MEDIA COVERAGE OF PAT AND PTI SIT-IN PROTEST(UMT,Lahore, 2016) Ummay-e-farwahThe 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-inItem Political Talk Shows & Political Awareness(UMT,Lahore, 2016) Tayyeb RamzanThis 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 electionItem Excessive Facebook usage and Social life of University student’s an exploratory study.(UMT,Lahore, 2016) Shamsa JamilSocial 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.Item ANALYSIS OF DEVELOPMENT AGENDA OF FM BROADCASTING HOUSES IN QUETTA CITY(UMT,Lahore, 2016) Mehwish MukhtarDiscovering 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 agendaItem IMPACT OF SOCIAL MEDIA ON MIDDLE CLASS YOUTH(UMT,Lahore, 2016) Anam Hassan MalikSocial media is one of the best ways of communication among people and its use enables them to exchange/share ideas and information in networks and virtual communities. Social media rely on cell phones and web-based applications to make good interactive platforms in which communities and persons discuss, co-create, share, and change content generated by user. Individuality of SNSs not only permits peoples to see unfamiliar persons but also allows users to converse and make apparent their SNs (social networks). This is the result of these sites that connects individuals which was impossible by any previously available media. Online social media have gained surprisingly worldwide growth; it is observed that social network sites are affecting youth lives significantly. When youth uses such sites namely Facebook, MySpace or Twitter, both negative and positive effects are seen on them.Item Representation of Women in TV Journalism(UMT,Lahore, 2016) Kashaf AltafThe representation of women in the society has transformed distinctively in the last quarter of this ongoing century. The main purpose of this study was to know the representation of women in TV journalism and how they are being portrayed in TV journalism. Small sample of 100 female media employee respondents were taken from the age group of 17- 59 years. This analytical study describes that the role of women is strengthening rapidly, in contrast to the other side of their representation. The opinion of female workers in media shows, they still experience longer time to get equal rights against their opposite gender. Now several women are working in the field of journalism and getting trainings and putting their stunning abilities and skills to enhance their representation in society and place of work. Yet they have to encounter issues such as not getting paid equally to their male counterparts, though they have the same skills they are still being treated less favourably than men in TV journalism. So in this time of 21st Century, women want to work in every field to help bear their own expenses. The position of women working in field of TV journalism, in their family and social environment has changed mostly in the past two decades.Item The role of print media for Promotion of Secularism in Pakistan and content analysis of selected Urdu and English newspapers(UMT,Lahore, 2016) Hafiz Ammar Waheed SulemaniThe purpose of this study is to find out the role of print media in spreading secularism in Pakistani society. The research aims at investigating the promotion of secularism among the youth of Pakistan through the print media of Pakistan. To serve this purpose, a thorough research has been made. Different interpretations of secularism by the authors and writers from different regions, countries, and religions have been studies and added to get an optimal knowledge of the word and its impacts on any society.Item TV POLITICAL TALK SHOWS OF PAKISTAN AND YOUTH PERCEPTION(UMT,Lahore, 2016) Syyed Samar AhmedThe 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.Item Opinion of House Wives about Ramadan Transmission Messages(UMT,Lahore, 2016) Asma EhsanPakistan 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.Item The Role of Media in Political Socialization Impact on the Democratic Attitudes of the Audience(UMT,Lahore, 2016) Farzeen Saqib