The present study examines that how far television content especially televised advertisements in Pakistan are conforming to the professional code of conduct, and social values of the society. For this purpose, the researchers selected TV commercials being telecast during prime time dramas and examined them through content analysis against the code of conduct formulated by Pakistan Electronic Media Regulatory Authority (PEMRA). The researchers focused on existence/non-existence of deception, obscenity, and stereotyping in the advertisements. They also explored that whether the level of existence of deception, obscenity and stereotyping varies from product to product and channel to channel or remains intact across the board. It was found that most of the advertisements were deceptive but a few. The element of obscenity (dress and gestures/postures) existed in all the analyzed advertisements. And as compared to ethnic stereotyping gender stereotyping was prevailing more in the chosen advertisements. The results indicate that Pakistani media are transgressing the cultural values and PEMRAs code of conduct.
The study analyzes press coverage of Kashmir conflict in Indian and Pakistani leading English newspapers from war/peace journalism perspective. The results show that print media of both the countries were more war-oriented than peace. They were following respective national policies in reporting the Kashmir conflict. War journalism indicators in the coverage of the conflict had outnumbered the peace-journalism indicators. The results confirm previous research studies’ findings regarding the role (negative) of national media in de-escalation of inter-state conflicts. It indicates that conventional media prioritizes coverage of possible conflict scenario in war frames and ignores peace approaches and hence fuels the conflicts further.
The main objective of this study was to assess the quality and quantity of roof-harvested rainwater to overcome the water shortage problem in the study area. We also aimed to find health hazards associated with rainwater in the study area. For this purpose, rainwater samples were collected from five sites in the study area. The samples were analyzed using standard methods of the World Health Organization and the American Public Health Association in a laboratory. The analysis showed that all the physicochemical parameters were within the permissible limits of the WHO’s guidelines except pH, turbidity, and some trace metals such as iron (Fe) and lead (Pb). The mean values of pH range from 5.18 to 6.26, indicating slight acidity, while the highest mean turbidity was found at 5.77 NTU. Similarly, the highest mean concentrations of Fe and Pb were 0.95 mg/L and 0.056 mg/L, respectively, which was above the permissible limit of the WHO’s guidelines for drinking water. The annual rainwater-harvesting potential was assessed using the formula annual rainfall × roof area× runoff coefficient. The annual rainwater-harvesting potential of the study area was 56.803 L per household. At the same time, the average monthly rainwater-harvesting potential was 4733 L in the study area. This shows the potential for roof-harvested rainwater in the study area. A risk assessment of heavy metals showed that the rainwater of the study area is safe and does not pose any risk. This study concludes that rainwater is suitable for drinking and other domestic consumption if proper care is taken to clean the roof area and storage system and divert the first flush from the storage system.
Celebrity endorsement is considered one of the popular tools of marketing which is used by many brands. The purpose is to involve any famous celebrity in order to promote that specific brand. Present study is designed to explore influence of celebrity endorsed advertisements on brand choice and perception of female students. Using survey research design, data from 300 female respondents is collected through a well-designed questionnaire. Theoretically, present study is based on elaboration likelihood model. In order to draw inferences from collected data, statistical tests such as chi square and correlation are used. Overall analysis describes that advertising has significant impact on brand choice of female students. Results also indicate that female students give more attention to advertisement of cosmetics and dresses as compared to gadgets. Accordingly, comparative analysis of the selected mediums for advertising showed that overall female students more prefer social media as compared to TV and print media for acquiring information about products and brands. Findings also suggest that celebrity is one of the key factors in advertising to influence females brand choices. It is evident from the findings that females are increasingly becoming brand conscious due to the role of celebrities which is part of celebrity endorsement. Brands advertisements containing celebrities have more successful impact as compared to brand ads without celebrities.
This study explores the role of leading newspapers of both America and Pakistan on the war-on-terror (WoT). The comparative framing analysis of the WoT in the selected newspapers Dawn (Pakistan) and The New York Times (USA) was carried out. Content analysis in which Categorization Scheme was used with predefined categories that were made on the basis of Framing theory. Five different news frames are deduced by Semetko and Valkenburg (2000) i.e. attribution of responsibility, human interest, conflict, morality, and economics were looked at in the selected newspapers. The coverage and framing of USA’s press related to the war on terror were dominated by regional foreign politics especially the framing of Pakistan and its role in the war on terror. The mean length of the news stories in The New York Times (USA) was significantly more than Dawn. The New York Times (USA) carried a more negative tone than Dawn (Pakistan). Frames used in Dawn (Pakistan) and The New York Times (USA) did not have a statistically significant difference. The conflict frame was used more than any other frame in the coverage of WoT in both the newspapers. This study revealed that the coverage trend of media reporting on WoT in the press of both Pakistan and USA. Also how frames in the press used are subjective to the internal politics of country in order to receive a sense of legitimacy and support.
Social media use equalizes the power among public and politicians, which promotes cyber democracy. This study explores dialogic interaction between Pakistani politicians and the public by examining Twitter accounts of politicians of major parties i.e., Pakistan Tehreek-e-Insaf (PTI), Pakistan Muslim League (Nawaz) PML (N), and Pakistan People’s Party (PPP) for the year of 2021. It was hypothesized that among dialogic interaction features, it is more likely that conversations of visitors, usefulness of information, and the style of dialogic interaction will be the dominant features as compared to dialogic loop in Twitter accounts of Pakistani politicians. Content analysis was conducted on twitter accounts of Pakistani politicians (two politicians from each party). Total number of tweets during the selected time was 5421 from which 989 tweets were selected for analysis. The result showed that politicians are using usefulness of information followed by a style of dialogic interaction, dialogic loop and conversation of visitors. The results do not support hypothesis as dialogic loop is not least used feature in tweets of Pakistani politicians.
Objective: The current study is aimed at determining relationship between junk food consumption and Attention Deficit Hyperactivity Disorder (ADHD) in school going children. Methods: Standard questionnaires for the diagnosis of ADHD, junk food consumption among children and their mothers during pregnancy and lactation were distributed among children and parents of enrolled students. Data retrieved was assessed for statistically significant associations. Results: Parents of 84 students were contacted, of whom 47 were enrolled into the study. A total of 8 (17.02%) student were found to have ADHD, with a higher frequency in male students. Junk food consumption was found to have an association with ADHD. Conclusion: ADHD is a common finding in school going children of district Kohat. The frequency is particularly high in male children and is strongly associated junk food consumption.
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