ஜர்னல் ஆஃப் மாஸ் கம்யூனிகேஷன் & ஜர்னலிசம்

The study “The Effects of Anti-dengue Media Campaign of Government of Punjab: A Case Study of Gujranwala city” conducted to determine the level of awareness of the provincial government anti-dengue campaign on the citizens of the Gujranwala, central Punjab, Pakistan. The study also analyzed to find out the understanding of the residents of Gujranwala about the cause, preventions and identification of dengue disease as well as the effects of the medium on residents. For this study a questionnaire compressing eleven questions was distributed among 300 respondents in district Gujranwala to find out results. The study reveals that the anti-dengue media campaign of the government of Punjab successes due to the use of Television in the area. The finding also exposed that television is the effective source of information for such type of epidemic disease in the Gujranwala particularly and in the country generally. The study supports the theoretical framework of ‘Social learning Theory’ that emphasized on the importance of observing and modeling the behaviors attitudes and emotional reactions of others. Under the said assumption the citizen of the Gujranwala also get awareness and learn from the media about dengue disease, causes, prevention and identification.

The study “The Influence of Interpersonal Communication, Traditional Media, and New Media Sources on Youth’s Voting Behavior; A Study of Pakistan General Election 2013 Campaign “conducted to determine the influence of interpersonal communication such as ( Parents, Siblings, friend , religious leader ,celebrities teachers and significant other that which source is more significant in shaping voting behavior of Pakistani youth. Along with interpersonal sources research also found which form of media was effectively play part in voting decision of youth in 2013 general election. This study compares both interpersonal as well as media source to find out which is most effective while election campaign and shaping voting decision of youth. For this study survey method was used, in which self-reported questionnaire compressing forty two questions was distributed among 1000 respondents in public sectors universities of Punjab and Islamabad to find out results. SPSS (Statistical Package for Social Sciences) was used for data analysis and statistical testing of the variables. Excel and word document software’s were also used for composing, graphics, tables and charts. The results proved that Parents are most significant predictor of voting behavior of youth, but there level of significance gradually decreasing as compare to prior studies, because of change in source of information of youth. This study exposed that television is still primary source of information but youth’s source of political information in transition phase that they are shifting their information sources form traditional media (newspaper, radio and television) to new media such as internet especially youth relay of social media. The study supports the theoretical framework of ‘cultivation, agenda setting, dependence theory, uses and gratification and role of interpersonal discussion’ that emphasized on the importance of interpersonal discussion and importance of mass media in shaping behaviors attitudes and emotional reactions of youth.

This paper explores the use of music in the struggle for health and development outcomes in Africa. From our case studies, we found that development agencies and other stakeholders employ songs for social mobilisation, information diffusion, partnerships with high profile global, regional and national artists and fundraising for humanitarian response. The lyrics from the songs range from the entertaining to the satirical and from defiance of oppression to hope for the future. The study shows that charity songs are also used to frame and reframe Africa’s development issues by different artists. Finally, we conclude that music is strong in disseminating information in social development but ineffective in influencing collective behaviour on structural inequalities and the root causes of underdevelopment. In view of the ambiguous impact of music in behaviour and social change, we recommend an interdisciplinary framework for a global theory of songs in development. The use and misuse of charity songs also deserves further investigation.

This paper examined the political economy of the mainstream and new media, it explicates how media industry, the political economy of the media and capitalism affects the accessibility of information in the new media. The study established that the political economy of the media deals with the generation and distribution of resources (film, social media, online newspapers etc) and that power (capitalism) affects it. The paper’s design method is a narrative literature review and the data sources included Google scholar, blogs, Google, and the web of science. Books, print journals, magazines, were also used. A narrative review was conducted between March and May 2017. The paper outlined and discussed the issues raised, into themes concerning political economy of the media; new media; Marxist and Pluralist view of media ownership; the political economy of the new media and the influence of capitalism on the accessibility of information from the new media. The study revealed that capitalism is one of the driven forces that affects the pluralism and democratization of information on the internet; due to capitalism some classified information are sold and copyrighted.