The present paper focused on the objectification of Pakistani female celebrities on social media especially Facebook. The comments under the viral pictures of Mahira Khan, Mariyam Nawaz and Malala Yousafzai were analyzed by adopting the objectification framework of Nussbaum and Langton. Fifty comments about each female celebrity appearing under their viral pictures were analyzed by using the technique of quantitative content analysis. Total sample consisted of 150 comments from Facebook users of both the genders, i.e. males and females. It was observed that there was an abundance of remarks under the pictures of these celebrities where objectification was at work in some way or the other. Reduction to appearance remained the most frequently occurring variable of objectification. It was also observed that though these comments were coming from people of both the genders but male users of Facebook appeared more hostile in this regard. It is suggested on the basis of the results obtained through the current research that FIA needs to formulate a more strict policy regarding online trolling and shaming.
Several studies affirmed the role of media advertisements for healthcare awareness. However, during the current COVID-19 pandemic, it is highly crucial to scrutinize the position of disease awareness advertisement campaigns. This study also aims to investigate the role and impacts of mass media advertisements to spread COVID-19 awareness in Sahiwal, Pakistan. The researchers selected a sample of n= 179 respondents and used a three-point Likert scale questionnaires for data gathering purposes. The researchers also proposed a self-structured model supported by Social Learning theory, as the primary conceptual framework. The results revealed that media advertisements are significantly (p ≤ .000) spreading disease awareness and positively (p ≤ .000), infusing the attitudinal changes among the audience. The results indicated the power of the media campaigns and their potential impacts on audience behavior. Therefore, the researchers recommended more investigations using the study model to maximize usage of media advertisements for COVID-19 awareness.
The focus of this research paper is to explain the negative representation of Islam and Muslims in an international media. The media in all over the world is considered most influential medium, which is shaped the views of people related to every section of societies. The media perform a significant role in constructing the listener angle and attitude related to any complication that emerges in the whole world. In this context, the audiences accept as true and have expectation from media to represent a clear image relate any type of affair which is happening at both national and international surface. In western media, Muslims represented as an “other alien” an international level. After the incident of 9/11, Muslims and Islam have recognized as backward and violent culture and religion. Muslims communities and their families are mostly victims and targeted by non-Muslims, victimization of veiled Muslims female and religious men in public places, as victims and targeted against the law. In present days Islam and Muslims are represented as a terrorist, illiterate, extremist and backward in international media. Although the framing of Muslims and Islam, particularly after the 7/7 bombing, 9/11 terrorist attack and Paris attack, a large number of study and research set up, that an internationally the inclination of media reporting is highly observed negativity toward Islam and Muslims, by affiliating it with extremism and terrorism.
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