About the Guest Editor
Prof. Dr. Semi Naghmana Tahir is a senior Professor of Mass Communication. She has a very
sound professional back ground of working in different media organizations as well as in the
field of teaching. Currently, she is working as Dean, Faculty of Arts in Federal Urdu University
of Arts, Science and Technology, Karachi. She is in teaching since 26 years and has a vast
experience of teaching at graduate and post graduate level. She is a versatile Professor of Mass
Communication and has introduced many innovations in the field of Media and Communication
Studies. She has also offered her services as a senior member of PEMRA and has also the
privilege of being a member of Association for Education in Journalism & Mass Communication
(AEJMC), Columbia USA. She is author of a book and her several research papers has been
published in different national and international journals. She is on the List of International
contributors of Sage publications International and contributed two chapters on their different
volumes on communications. She has supervised many M.Phil Scholars and has also initiated
M.Phil and PhD program at Department of Mass Communication Federal Urdu University
Karachi.
Note from Guest Editor
I feel pleasure and great privilege to welcome you in the Global Media Journal Pakistan, issue
fall, 2013. Research articles included in this issue have been written by the teachers and research
scholars of different international Universities. These articles have been written with in-depth
scholastic ability. Hoped the issue will be interesting and adding up new frontiers to the existing
knowledge on Mass Media and society. Brief overview of the articles published in the journal is
as below.
A Critical Analysis of Socio-Cultural Impact of New Media on Users in India has been
written by Prof. Dr. Usharani Narayana and Prof.Sukanya Malloli. Both of them are working as
Professor in Indian universities. This is a study conducted in the State of Karnataka, regarded as
the IT bowl of India. The study of media exposure shows significant results. According to this
research contrary to popular belief internet has not affected the reading habits of the people.
Exposure to internet has also not affected the people’s access to traditional media like radio and
television. Respondents claim that a this new medium have not made people less hard working
and has not come in the way of professional duties and are not a cause for depression, frustration
and loneliness. However, the study shows that lack of computer literacy develops inferiority
complex among people and people also view internet as a symbol of modernity and they felt
connected to the world.
Analysis of Social Taboos in Electronic Media Prime Time Dramas: Hum Television has
been authored by Dr. Asghar Ali Shah and Muhammad Bilal Bhatti. Dr. Ali Asghar Shah is
Assistant Professor Psychology in the Faculty of Social Science sat International at Islamic
University, Islamabad, Pakistan while Muhammad Bilal Bhatti is M.S. student of Media and
Communication in the same university. The present study was conducted to analyze the social
taboos in electronic media prime time dramas of Hum television. The content analysis was used
to in this study. It was found that electronic media prime time dramas of Hum TV contain social
taboo contents. The study indicated that prime time drama ‘Mehar Bano Aur Shah Bano’
contains more social taboo contents than any other drama in the sample. The frequency of
different social taboos in various prime time dramas is also monitored. The highest occurrence of
obscene language in drama serial Sunjha and Bilqees Kaur, nudity in Mata E Jaan Tu Hai, Mehar
Bano Aur Shah Bano and Nadamat, violence in Hum Safer and Mujhe Rothne Na Dena,
disrespectful attitude in Dur e Shahwar and Mere Qatil Mere Dildar of Hum TV dramas were
found.
Shumaila and Ayesha Ashfaq have conducted their research on Impact of Advertising on
Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement.
The authors of this article are PhD scholars in a Malaysian University and also working as
faculty member in Pakistani universities. The present research paper focuses on the impact of
advertising on consumer’s buying behaviors. Brand image, persuasiveness and celebrity
endorsement in the advertising are the key factors, which raise the consumers’ intentions towards
the product and buying behaviors. The buying behavior is strongly influenced by image of the
product which is build by the advertisers. The study explores that a creative and well executed
advertisement has always a great impact on the buying trends or purchasing behaviors of the
consumers. At the same time quality of the product and price are also included with their strong
impact on buying behavior of consumer. Likewise to some extent the celebrity endorsement also
matters in the buying behavior. Therefore the study concludes that the positive impact of all
these factors, on the buying behavior of the consumer proves the loyalty of consumer towards
brand which helps in promotion of the advertised product and changes the buying behavior
towards buying intentions.
‘The Misdeeds and Follies of Morally Bankrupt Elite’? Framing Rioting and Ethnic
Violence in Karachi – A Case Study have been written by Yaar Muhammad and Peter Brett. Yaar
Muhammad is a PhD candidate at the Faculty of Education, University of Tasmania and Dr.
Peter Brett is a Lecturer in Education at the University of Tasmania, Australia. This study is
based on an analysis of the different arguments utilized in the Pakistani news media in relation to
the riots in Karachi after a bomb blast in the Ashura procession on 29 December 2009. From a
framing analysis of the related columns and editorials written in The News International for a
month after the incident, the article argues that the columnists and editorials articulated opinions
and arguments based upon a variety of different interpretations of the causes of ethnic violence.
The article concludes that any explanation of ethnic violence must combine insights from a
variety of perspectives to explain riots. An enhanced understanding of the driving forces behind
ethnic violence might lead to richer understandings about how to circumvent or prevent it.
Shjia Gul has worked on Representation of American Policy on War against Terror in
Hollywood Movies. She is student of MS-Mass Communication at Lahore College for Women
University, Lahore. This study investigates the “Representation of American Policy on War
against Terror in Hollywood Movies” through content analysis as a tool of data collection. This
study was carried out by six movies from 2008-2011. Those six movies are “Body of lies”, “The
four horsemen”, “Hurt Locker”, “The Messenger”, “Green Zone”, “The essential killing”. The
content analysis revealed that the projection of War against terror in Hollywood movies is proAmerican and answers of research questions proved that the Muslims and Muslim countries are
given under representation and biased projection in Hollywood movies.
Effectiveness of Computer-supported Jigsaw ii Cooperative Learning Strategy on the
Performance of Senior Secondary School Students in Physics has been authored by Isiaka Amosa
GAMBARI (Ph.D), Charles Olubode OLUMORIN (PhD) and Mudasiru Olalere YUSUF
(Ph.D).The authors of this article are teaching in different universities of Nigeria.This study
investigated the effectiveness of computer-supported jigsaw II cooperative learning strategies on
the performance of senior secondary students in physics. The study also determined how
moderating variables of gender and attitude to physics when Jigsaw II cooperative learning is
used as an instructional strategy.Findings indicated that students taught physics using computersupported Jigsaw II performed better than those taught using individualized computer
instruction. In addition, students exposed to Jigsaw II cooperative learning strategy had positive
attitude to physics than those taught with ICI. However, students’ gender had no influence on
their performance. Based on the findings, it was recommended among other physics teachers
should be encouraged to use computer-supported cooperative instructional strategy to improve
students’ cognitive and affective outcomes.
We are pleased to warmly welcome your queries and suggestions for improving the
Global Media Journal Pakistan Edition. Your knowledge contribution for journal will be highly
appreciated.
Prof. Dr. Seemi Naghmana Tahir