2ND INTERNATIONAL VIRTUAL CONFERENCE ON EMERGING …

2ND INTERNATIONAL VIRTUAL CONFERENCE ON EMERGING TRENDS IN MEDIA, FILM AND JOURNALISM

2ND INTERNATIONAL VIRTUAL CONFERENCE ON EMERGING TRENDS IN MEDIA, FILM AND

JOURNALISM

ON FRIDAY 2ND - SATURDAY 3RD APRIL 2021, AT 02:30 PM (PST)

2ND INTERNATIONAL VIRTUAL CONFERENCE ON EMERGING TRENDS IN MEDIA, FILM AND JOURNALISM 2ND INTERNATIONAL VIRTUAL CONFERENCE ON EMERGING TRENDS IN MEDIA, FILM AND JOURNALISM

BOARD OF GOVERNORS,

Mr. M. Abid LakhaniLife Chairman

Kanwal H. LakhaniChairperson

Noman Abid Lakhani (T.I.)Chancellor

Mansoor Uz Zafar DawoodJustice Fahim Ahmed Siddiqui

A.Q MughalAsim HussainAsif Kamran

Asad Ali SheikhSyeda Marvi Faseeh

Sharjeel Inam MemonRafik Ahmed Burrio

Shariq VohraFarhan Essa Abdullah

Adnan AbidFaraz Lakhani

Hammad TahirShakil QadirJawed Iqbal Asif Khan

Farid Ali KhanMr. Yaseen

Syed Kashif RafiFawad M. Butt


KEY NOTE SPEAKERS

Faran Haroon Tahir is a Pakistani-American actor who appeared in Amer-ican television series and films, best known for his roles as Raza in Iron Man and Captain Robau in Star Trek. He comes from a showbiz family background well-known in Pakistan. Both his parents are actors, directors and writers in Pakistan. He received his Bachelor’s degree from the Uni-versity of California, Berkeley and his graduation degree from the Institute for Advanced Theatre Training at Harvard University. He has been nomi-nated and has won many awards for his work in theatre and films.

Najam Abbas, has served as Coordinator of outreach and Continuing Education Program in three Central Asian States for the University of Central Asia. Abbas is fluent in Russian, and is conversant in Arabic and Farsi which earned him a full-time London based position on the panel of editor of Encyclopaedia Islamica published from Leiden (Holland) since 2008 under Oxford University Professor Wilfred Madelung as its Chief Editor.

His insights developed through staying in that region for ten years have placed him as Senior Analyst (Eurasia) for the Brussels based EastWest In-stitute. His insights frequently sought on significant developments in (the Russian and Central Asia) by BBC world broadcasts as well as by Anato-lian News Agency’s websites besides Aljazeera Arabic and English.

Shafi Naqi Jamie BBC. An ambitious and articulate postgraduate with an excellent academic record in addition to wide experience in broadcasting, both in Radio and TV, in presentation, programme making and writ-ten journalism. A qualified interpreter and translator for the British law courts, UK immigration and Metropolitan Police. A part time lecturer of law at the University of Cambridge and the London University. Following work experience in local radio (both in the UK and in Pakistan).


One rarely comes across an artist with as prolific a body of work as Sar-mad Sultan Khoosat’s. With a career spanning over two decades to date, his name is synonymous with creativity, thought-leadership & bravery. From mega-hit television shows that changed the face of drama industry (like Humsafar and Shehr-e-Zaat which became part of pop-culture) to his internationally-acclaimed debut feature film on the life and works of Saa-dat Hasan Manto, he has not only created a wide and diverse audience for his work but also proven that he is unafraid to experiment with the craft.

The last few years have witnessed a remarkable shift in his choice of sub-jects and themes. Sarmad has consistently shown us how creativity can push the boundaries in society, forcing people to think, to reflect, to open up and to question biases they’ve carried for generations.

No Time to Sleep was a ground-breaking project, fusing theatre with digital streaming, a 24-hour-long uninterrupted live performance on the theme of capital punishment. We don’t find many examples of such a brave creative experiment even internationally. Jhanjhar di Pawaan Chankaar was a masterclass on tackling sensitive issues in the garb of comedy through theatre.

His latest film Zindagi Tamasha (2020) reflects his dedication towards his art & the pain he carries as an artist for the society he lives in. It premiered at the prestigious Busan Film Festival 2019 in South Korea where it won the top prize and made the entire nation proud. Despite being cleared by all censors, the film’s release in Pakistan was halted indefinitely due to out-cry and threats from certain extremist quarters - only going on to prove how important an artist’s work is in a society that lacks tolerance. It was also Pakistan’s Official entry to the 93rd Academy awards. Despite the se-rious threats to his life and relentless bullying that he has had to face since then, he continues to create, act, make movies, teach and inspire. Sarmad truly embodies the ferocity, the versatility & the bravery of the human spirit and is a national treasure in performing arts.

Zeba Bakhtiar is a Pakistani film and television actress and a television director. She made her television debut with a Pakistan Television Cor-poration (PTV) drama, Anarkali (1988). She made her Bollywood debut with Henna in 1991.

Zeba is the daughter of Yahya Bakhtiar, a lawyer, politician and pre-inde-pendence Muslim League activist who served as the Attorney General of Pakistan, and also played a key role in framing Pakistan’s current constitu-tion. Her father belonged to Quetta, while her mother Eva Bakhtiar was an English woman born to Hungarian parents. Her father died in 2003,and her mother died in 2011. Her parents met in the UK in the early 1940s and married, with her mother eventually settling in Pakistan in 1949 after graduating from the University College London. Zeba has two brothers, Salim and Karim, who are both doctors, and a sister, Saira. She was raised in Quetta, and moved to Karachi later.


Professor Shafey Kidwai is a reputed scholar, well-known literary critic and columnist who got country’s highest literary award “Sahitya Academy Award for Urdu” (2019). He is also the recipient of the prestigious literary award Iqbal Samman (2017), Government of Madhya Pradesh and Amir Khusro Award-2018, UP Urdu Academy. Professor Kidwai has been teach-ing communication studies for more than 35 years and his fortnightly col-umn on Urdu literature, culture and media appears in the Friday Review, The Hindu and his articles frequently appear in reputed Urdu journals and periodicals. His latest book “Sir Syed Ahmad Khan: Reason, Religion and Nation” is being published by a wellknown international publisher, The Routledge and most likely it will appear in December 2020 in India and UK.

Dr. Kaushik Ray . Kolkata University.India Associate Professor and Head, Department of Journalism and Mass Communication, Dum Dum Moti-jheel College, Affiliated to The West Bengal State University.

Javed Jabbar is a public intellectual with distinctive achievements in di-verse fields. His work includes writing, film-making, media, voluntary ser-vice, education, environment, national and global affairs. He has received several national and international honours.

He was elected to the Senate of Pakistan 1985-91. He served in two Cabi-nets as Federal Minister and in one Cabinet as Minister of State. His port-folios included Information and Broadcasting, Science and Technology, Petroleum and Natural Resources and National Affairs.

Rauf Arif is an Assistant Professor of Journalism & Creative Media Indus-tries at the College of Media & Communication, Texas Tech University. Born in Pakistan, Arif worked as a news reporter in Islamabad, Pakistan for over eight years, both for print and electronic media including the CNBC Pakistan TV. Arif received his MS in Mass Communication (2007-09) from the University of Kansas, and a PhD in Mass Communication & Journalism (2009-2014) from the University of Iowa. His observations on social media and society have appeared in national and international media.


Sudhamshu Dahal is A/Professor and Coordinator at Department of Languages and Mass Compunction, School of Arts, Kathmandu Universi-ty. He is a visiting Professor in the Central Department of Journalism and Mass Communication, Tribhuvan University (Nepal), Adjunct Professor at School of Design, Vellore Institute of Technology (India) and visiting professor at the Department of Information Systems, University of Ag-der (Norway). He holds PhD in Media Sciences (ICT for Development), MA (Mass Communication and Journalism), MA (Economics) and BSc (Statistics and Mathematics). He is also certified trainer on qualitative data and research analysis software, ATLAS.ti.

Sr. Analyst and columnist at Geo, The News and Jang. In this profession for nearly 40 and worked for different national and international print and electronic media. Written over 6000 articles in English and Urdu, host over 500 shows. Recipient of two International Awards CPJ’s prestigious award for Freedom of the Press in 2007 and Missouri Honor Medal give by Missouri School of Journalism for excellence in 2009. Human Rights Society of Pakistan Award 2010. Remained Sect. General of PFUJ twice and Sect. Karachi Press Club thrice.


BINGE WATCHING ON INTERNET TELEVISION NETWORKS & ITS EFFECTS ON YOUTH

Shabana Asgher

Lahore College for Women University.

Iqra Gohar

PhD Scholar at Institute of Communication Studies, University of the Punjab, Lahore

AbstractThere is an increase trend of binge watching on the Internet Television Network (ITN) particularly among youth. Scholarly interest in this new concept has produced many researches focusing on the phenomenon of internet (ITN) with particular focus on binge watching .Limited studies, however, have been conducted on the effects of binge watching on ITN . Present study was an attempt to fill this gap . The theoretical foundations were based on Uses and gratifications theory and the Model of the antecedents and consequences of Binge Watching. The major objectives of this study were to find out the consumption patterns and effects (physical, psychological and social) of binge watching on youth. Considering the nature of the study, survey was found to be the most appropriate method for data collection. Data on consumption patterns and self-perceived phys-ical , psychological and social effects of binge watching on youth was collected from 500 students of Lahore by applying the purposive sampling technique. SPSS Pearson’s Product Moment Correlation Coefficient was used to test the hypotheses. The results discovered that youth were profound to binge watching, especially at night to avoid disturbance and watch back to back episodes without interruption. The needs which motivate the youth to binge watch included ,companionship, stress-relief, escape from the tension and worries, avoid negative feelings and to be able to present oneself as updated in peers. The findings revealed significant cor-relation between binge watching and physical (r (500) = .179, p < .05), psychological (r (500) = .174, p < .05) and social (r (500) = .178, p < .05) effects. The major effects of binge watching on physical health were disturbed sleeping habits, muscles ache, weight gain and weak eyesight. Isolation, depression, absent minded-ness during day time and anxiety were main psychological effects as identified by the results of the study. The most social effect reported was to prefer binge watching over human relations. The research shows that binge watching may be a fun for the youth, but they are highly addictive to them, which ultimately causing many physical, psychological and social effects.

Key Words: Binge Watching, Internet Television Networks (ITN), Netflix, Effects, Youth,


SEISMIC SHIFT IN FILM VIEWERSHIP TREND AMONG YOUNG AUDIENCE

Debsmita Sarkar

India

ABSTRACT

Human beings are constantly working for the betterment of life and living. Each passing day world discovers a new developed tool to make life more effortless. With the advent of internet and new media technology life became easier and more enjoyable. The effect of technology can be seen in almost all the areas of life. Enter-tainment industry is one which enjoys and suffers at the same time. People started adopting the new way of living discarding the traditional path such as watching films in cinemas. New technology also has an adverse effect on the viewership of films in theatres. It has been found from a study that maximum footfall in cinema consists of teenagers and young adults and recently they are being influenced by the technology’s newbie over the top(OTT) entertainment platform.

For this study the researcher’s main focus will be on the young audience and how their consumption pattern has brought a seismic or sudden change in film viewership trend. This study will also find out the factors responsible for the change in trend and reason behind opting OTT. Uses and gratifications theory (UGT) ap-proach will define why and how people actively seek out OTT medium to satisfy their needs. A structured survey method using google form will be used to understand the consumption habit of the young viewers. The analysis of the response will be represented by employing quantitative technique.

Keywords: OTT, New media, Cinema, young audience, seismic shift, viewership trend.

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CRTICAL ANALYSIS OF SPREADING CREDIBLE NEWS THROUGH WHATSAPP

SAAD HASSAN

ABSTRACT

The purpose of this paper is to analyze the effectiveness, to know the credibility of content through WhatsApp, how people react when they see or read any content on WhatsApp, and how much people will consider the content is correct or wrong. For this purpose the researcher used quantitative method technique, through this method the researcher got the results in numbers statistics & in graphical representation. Random sampling will be selected to analyze the result, for sampling 150 people from different ages & different sectors will be used. Data collection are done by google doc questionnaire. The critically Analysis are done through pie charts, tables and graphical representation, It will associate with uses & gratification & social learning theory in which it is a responsibility for everyone to check the credibility of news through WhatsApp. Findings reveal that what will be our responsibility before sending any message on WhatsApp. Study will explore the main function of WhatsApp either it’s to get connected to friends & family or either it is a source of getting news in rapid time. The researcher also introduced a new terminology ‘forward journalism’ which means to forward the content before confirming it to a credible resource.

KERWORDS: WhatsApp, news, media, forward journalism, credibility, communication.


PROSPECTIVE OF CHINESE FILM CULTURE INDUSTRY DURING AND POST-COVID-19 PANDEMIC

Muhammad Yaqoub

Department of Film, Television and Art, School of Communication, Fujian Normal University, Fuzhou, 350117, China

Abstract

The COVID-19 pandemic has greatly impacted the film culture industry around the globe. The production, distribution, and screening of film and television works have been hit hard. The spreading of the outbreak has changed the venue from movie theatres to streaming sites for viewing film. Today, the global film industry is grappling with the lack of business; notably unlike the U.S., the success of Chinese film industry is largely eye-catching and continues to flourish. The joint efforts of the Chinese people across the country have achieved a staged victory against pandemic. After the control of the COVID-19 pandemic, Chinese cinemas have been effectively funded by operations and have maintained their gains in rapidly restoring their sales. With modern protection precautions and hygiene programs, worldwide cinemas are beginning to reopen again. Temporarily furloughed employees are going back. On the other hand, North American cinema’s postponed release days and continued closures had a significant effect on the box office, as surging coronavirus cases continued to expand in the United States and the United Kingdom, viewers are also wary about lingering in sealed cinemas. China has already overtaken the U.S. as the world’s largest box office crown, showing that in the post-COVID era, the Chinese film industry is indeed the first to get back on its feet. COVID-19 would not deter viewers from watching film in cinema, although it could drastically alter the way a movie is viewed in theaters.

Key words; COVID-19, Global Film Industry, Chinese Film Industry, Hollywood, Box Office


“DIVORCE CULTURE IN PAKISTANI DRAMAS, DIVORCE AMONG CE-LEBRITIES AND ITS IMPACT ON YOUNG WOMEN. QUANTITATIVE AP-

PROACHES...”

M. Saqib Niazi

Sindh Madressatul Islam University

Abstract

This research is based on Pakistani dramas divorce culture, why they are showing this type of content, how it is affecting on celebrities and what is the negative impact on young women is

This research is a quantitative research method.

Google form was used. For quantitative research we asked question through questionnaire from 150 girls from Pakistani Universities and colleges regarding the impact of divorce among celebrities and also divorce culture in dramas, closed and opened ended questions. Sindh, Punjab, Baluchistan and KPK female students from University level and intermediate level, I applied agenda Setting and Framing theory. The study reveals that the 81.7% girls said they afraid of their future marital relationships.

89.4% observe that there are some sorts of divorce culture in dramas. Witnessed divorce in dramas Chart shows 27.7% said 3, 28.5% said 1, 26.9% said more than 4 while 16.9% said 2. 81.7% said divorce in dra-mas can affect their personal life too and say yes.

Young female 50% it case Trust deficit, 22.6 % said they are afraid, 12.1% said no marriage no tension and 15.3% said don’t know.

89.4% observe that there are some sorts of divorce culture in dramas. Witnessed divorce in dramas Chart shows 27.7% said 3, 28.5% said 1, 26.9% said more than 4 while 16.9% said 2.

67.6 % single girls participated and 28.9% young married women. Age limit is 17-21, 21-25 and 25-29.

1% divorced and others answers was engaged and some undisclosed relationships.

43% said channels promote divorce culture due to ratings, 35.2% said some agenda setting while 21.9% don’t know.

We asked questions which channel promote divorce culture more, than, 39.2% said Hum TV, 36.9% said ARY TV while 23.8% said Geo TV.hence, hypothesis proved.

Keywords: Dramas, Divorce, Celebrities, Pakistan, Young Generation, Agenda


DEPICTION OF BLACK MAGIC IN PAKISTANI DRAMAS AND ITS IMPACT ON VIEWERS AN ANALYSIS WITH MIX METHOD APPROACH

Dr. Noreen Aleem


Dr. Sana Shahid


ABSTRACT

The present study entitles the Impact of black magic and sorcery in Pakistani Dramas. This research paper is an effort made to explore how the black magic and sorcery influences the societies and what do the masses think of them. Employing the attributes of Comte’s theory of Social change, the qualitative anthropological research methods were used to collect empirical data. A survey of more than 200 people was done. The respon-dents were approached randomly after making sure that they watch the black magic themed dramas. Magic or black magic has been perched since the cosmos of the universe. But the Islam considers the magic and dark practices as dirty and unholy. The religious clerics of Muslim, Christian and Hindu were also interviewed to shed some light of their perspective about the trend of Black Magic and dark art practices in Pakistani Dramas. Keywords: The Jinn, Black magic, witchcraft, sorcery, Prophet, Pakistani Dramas.


WEB SERIES! : THE NEW FORM OF ENTERTAINMENT

Antara Das Halder

India

Abstract

Mass media is the medium of entertainment and always has been a significant force in contributing in shaping the culture of any society. The mass media and the forms have been used to promote products, moods and attitudes among the people who use them. The sources of the mass media are mainly the TV, radio, films, magazines and newspapers. In recent years the new technologies have emerged OTT as a different and unique form of mass media in front of us. Due to the adoption of the current situation like ‘lockdown at home’, ‘work from home’, thanks to the pandemic Covid 19, the new smart media has reshaped the entertainment industry as a whole. Across the globe people have started to adopt the new concept of entertainment that is the web series and Web series films. With new concepts and completely different ways of thinking, the webseries are becoming the new normal habits of the people. This paper focuses primarily on the web series as the new form of entertainment, it’s unique nature and why it is so popular among the masses.


WHATSAPP AS AN EFFECTIVE INSTRUMENT FOR ONLINE EDUCATION

Waqar Ahmad,

University of Swat

Sohail Ahmad

University of Swat

Arshad Rehman

University of Swat

Abstract

Due to the pandemic of Covid-19 many country including Pakistan went into the lockdown option to control the spread of this deadly disease, with the halt of other normal day activities education was also badly effected and students were limited to their home and eventually went into online education throughout Pakistan, This Study aimed at evaluating WhatsApp as a tool for effective online learning, the researcher used quantitative survey methodology to measure the phenomena, the data was collected through Email questionnaire, the pop-ulation of the study comprised of the 120 students 20 teachers and 20 employees of University of Swat, the study concluded that WhatsApp is an effective, easy and affordable web App for online learning.

Key Words: Covid-19, lockdown, pandemic, WhatsApp


UNDERSTANDING THE DIGITAL NICHES IN NEPALI MEDIA

Rabi Raj Baral and Dr. Sudhamshu Dahal

Abstract

With the expansion of the internet and the easy availability/accessibility of mobile devices, both the produc-tion and consumption of news and related media products have been greatly affected. More and more media organizations are focused on creating digital media platforms which are either geographically or thematically concentrated on few or only one area. In Nepal, there are more than two thousands registered online portals. This is very crucial to figure out the status of niches among the online portals to understand the emerging trends and the future of media production and consumption along with the market flow. Thus, this article is an attempt to investigate digital media in Nepal in two ways: first to present the status of digital niches and sec-ond, to figure out their competitiveness for the audience and market. To figure out the status of digital niches in Nepal, online media are listed and categorized systematically. Similarly, to figure out the competitiveness of niche online media in Nepal, this study uses niche theory. The theory of niche originated from an ecological study of the competing living population and it is adopted to explain competition in the online news media with the same consumer. Therefore, niche theory is applied in this study to test dynamic competitive relation-ships among the online news portal in Nepal. To understand the niche online media market, this study uses quantitative methods i.e. the questionnaire survey. The survey with randomly selected audiences measures the trend and competitiveness of media consumption in digital niches in Nepal. The results of this study will be helpful in understanding the sustainability of digital niches in Nepal.


COVERAGE AND PORTRAYAL OF FARMERS IN NEPALI BROADSHEET DAILIES

Modnath Dhakal

Central Department of Journalism and Mass Communication Nepal

Abstract

With the application of content analysis method of quantitative research technique, this study on ‘Portrayal of farmers in Nepali broadsheet dailies’ has tried to delve into the links between the primary sector of economy and employment in the country and the media. It observed three major ‘national’ broadsheet dailies published from the Capital city Kathmandu for 16 days from 17 August – 1 September 2020 and analysed the news and opinion articles on agriculture and farmers and found that only 2.12 per cent of the total news were on agri-culture while only 10 items were particularly about farmers and just seven portrayed farmers in positive light. Comparing against the 66 per cent of the population engaged in agriculture and its 28.2 per cent contribution to the economy, it’s an injustice to farming and farmers.

The study found that the number of items that showed concerns to the farmers’ plight were so nascent that they would barely make any impact. The picture of agriculture as painted by the major broadsheets is gloomy, arduous, complex, and less profitable. The social attitude on farmers carried by the media is they are poor, sad, and neglected human being living in a hope that someday they will be able to get the inputs with government subsidy. Nepali newspapers have solidified the image of farmers as dirty and living in poor houses waiting for some external support or intervention to rescue them, like the studies found in other societies.

Keywords: agriculture, farmers, portrayal, media coverage, framing, newspapers


NEW MEDIA, NEW COMMUNITIES; IMPACT OF FANDOM GROUPS ON YOUTH’S PSYCHE

Tooba Khan

MPhil Scholar, Department of Mass Communication,

University of Karachi

ABSTRACT

This research aims to study growing trend of fan-following and creation of fandom groups leading to commu-nities. For this, a sample of 100 fans of different celebrities/personalities (61 male and 39 female respondents) aged between 15 and 30 years, were selected based on purposive sampling; as it allows picking only those who best meet purpose of the study. Respondents were then sent link of a structured online questionnaire which had both close-ended and open-ended questions. The research questions constructed for this particular research included finding general trends of fan-following, the parameters of extreme fan-following, role played by gender, how far diehard fans develop feelings and whether the trend of fan-following is having positive or negative effects on fans or society. This study is concluded by providing detailed answers of the constructed research questions along with their relevance to the theories of Uses and Gratifications, Looking Glass-Self and Media Dependency Theory.

KEYWORDS: fan, fandom, trend, group, community, social media, celebrity, personality,


IMPACT OF PAKISTANI URDU TV DRAMAS ON WOMEN’S FASHIONS IN KARACHI

Abstract:

In the field of media, drama is being considered as one of the most important part in Pakistan and it is much popular among the female for adopting new fashion styles. The objective of the study is to assess role of Urdu TV dramas in adopting modern fashion styles and its impact on cultural change and promoting western culture through watching Urdu TV dramas. In the present study, a total 250 respondents residing in district south and district central of Karachi have been recruited for data collection through well-structured questionnaire.

Results show that through watching Urdu TV dramas females are adopting new fashion styles of clothes, jewelry, shoes and hand bags. Western culture, modern dressing, new fashion trends, luxurious living styles, eating habits and cultural changes are being promoted. It is suggested that PEMRA should broadcast those dramas which are related to the ethics and values of Pakistani culture and society.

Key words: Role, Urdu Drama, Female, Adopting Fashion


DIGITAL VS. TRADITIONAL MARKETING: NEW TRENDS IN ADVERTIS-ING

Fouzia Jamil

Department of Mass Communication, University of Karachi

Dec, 2020

ABSTRACT

Social media is nowadays an effective way to spread message all across the globe within a few moments. Digital marketing is being done by multinational companies to even sole proprietors on social media and other social networking websites to showcase their products and services to public. There is a subject matter that seeks to determine how different digital marketing is from traditional marketing and how well it meets its standards. A large part of the media industry now relies on digital media which plays a major role in worldwide marketing.

More than 300 people are experimenting with Quantitative research techniques to find out how many of the marketers meet standards of digital marketing with regards to tools and techniques. The survey was con-ducted to ascertain the impact of digital marketing and the Marketing communication (MarCom) process between viewers, differentiating between traditional marketing and digital marketing, and discussing the advantages and disadvantages of both. The study also examined the ease and difficulty of interviewing 8 traditional and digital marketers by testing Qualitative research methods.

Keywords: Digital media, Digital Marketing, social Media, traditional Market-ing, MarCom (Marketing Communication)


DIGITAL COMMUNICATION AND EMPLOYEE EFFECTIVE WORK PRAC-TICES: A FOURTH INDUSTRIAL

Taha Shabbir

Abstract

Aim/Purpose: The study examines the relationship of high performance work practices using digital commu-nication (training, empowerment and rewards) with employee performance in the context of fourth industrial revolution in private university settings.

Design/Methodology/approach: In order to gets the desired result a cross-sectional sample of 334 male and female educational employees by writing their responses using questionnaires. A Structural equation model-ing is used for computation.

Results: The results show a weak relationship of the selected high performance work practices with educa-tional employee performance. Empowerment is having negative relationship with performance that nullifies the existing evidence.

Practical Implications: The managers have to cater for the revolutions taking place and they have to develop standard operating procedures for working in private universities. The managers have to re-think about the high performance work practices being used in the organizations for achieving better performance. Training regarding using organizational resources may also be considered as a remedy.

Social implications: Using organizational resources and time appropriately with develop trust among the em-ployer and employees thus fostering performance.

Originality/value: The fourth industrial context is considered for examining the linkages. This is a unique contribution while examining the high performance work practices and university teacher’s performance in a developing country. This is because the teachers may have more inclination towards availing benefits of fourth industrial revolution.

Keywords: High performance work practices, training, digital communication, Open Data, empowerment, rewards, fourth industrial revolution, Universities, Pakistan, and Education.


THE ROLE OF ADVERTISING FOR AWARENESS DURING THE CORONA PANDEMIC.

Muhammad Nadeem Jamil

Mass Communication Department, University Of Karachi

ABSTRACT:

Advertising is a very cheap and easy way to get your message out to the general public. Advertising can deliv-er a very positive message to the public in a very short time and effectively. Public and private organizations use print and electronic advertising to get their message across to the public. Government advertising includes timely information to the public about natural disasters, such as floods, hurricanes, hurricanes, rain and snow, etc., timely prevention and protection, and other information. It also includes information on various diseases such as polio and other epidemics and information on campaigns, health and wellness. For example, during the current Corona epidemic, information about the epidemic was officially disseminated through advertisements. This information includes information on Corona, precautions and instructions on how to stay safe, precau-tions for people with the disease and information on their treatment and related hospitals. In this study, we will observe that how advertising plays a role in raising public awareness and improving society, as well as how it plays a positive role in a situation like the Corona epidemic. Quantitative research methods have been used in this research we try to find out how advertisements play a role in public growth and development, while on the other hand, the survey from the approximate above 100 male and female respondents, found out what role did advertising play in providing information during the epidemic?

Keywords: Advertisement, messages, information, public awareness and improving society.


CRITICAL STUDY ON THE REPRESENTATION OF SPECIFIC SOCIAL

CLASS IN PAKISTANI TV ADS.

SAAD HASSAN

Abstract:

The current study aims to spot particular ways through which social classes are represented by Pakistani media through television advertisement. This study is merely limited to 2 Pakistani advertisements as a sample of study. The research design is qualitative content analysis. The study seeks to examine the propagation of class differences for the sake of gaining viewer’s empathy in order to achieve marketing purposes. The researchers have applied Leeuwen’s (2008) framework of Visual Representation of Social Actor for the analysis of knowl-edge. The analysis of knowledge has provided an insight into alternative ways class differences are show-cased. It has further provided an insight that notion of lower/middle class is constructed and represented as “others” in the particular advertisements with the help of Visual Representation of Class biasness. The result of study validates that the glorification of Upper Class is general practice of Pakistani media to project such kind of class dichotomy. The study has further incorporated the idea that through such kind of projections the capitalists propagate the thrive of unwanted items. Wherein, no matter any use the viewers while empathizing with the social actors purchase the advertised items.

Keywords: multimodal, advertisement, visual representation, social actors, social class, class difference

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2ND INTERNATIONAL VIRTUAL CONFERENCE ON EMERGING …