http://digitalrepository.fccollege.edu.pk/handle/123456789/126 Mass Communication 2026-06-23T22:01:13Z http://digitalrepository.fccollege.edu.pk/handle/123456789/2521 Title: The Role of Social Media in Enhancing Political Activism and Accountability in Contemporary Democracies Authors: Ahmad Aamir, Dr. Adeel; -ul-Hayee, Noor; Rehan, Dr. Muhammad Abstract: Social media has become a powerful tool for political engagement, activism, and accountability in contemporary democracies. This study explores the role of social media in enhancing political activism and accountability, focusing on how these variables influence political participation. The objectives are to assess the impact of political activism, political accountability, and social media usage on political engagement. A quantitative approach was adopted, utilizing a regression analysis to examine relationships between the variables. Data were collected through structured questionnaires and analyzed using statistical methods to determine the significance of the variables. The results indicate that political accountability has the strongest impact on political engagement, with an R-squared value of 0.67, followed by political activism (R-squared 0.58). Social media usage, while slightly weaker, still demonstrated a significant influence with an R-squared value of 0.46. These findings confirm the hypotheses that political activism, accountability, and social media usage are all significant drivers of political participation. However, the study also highlights that social media's impact is enhanced when online campaigns are aligned with offline actions. In conclusion, the study emphasizes the growing importance of social media in political processes, particularly for fostering accountability and activism. The limitations include reliance on self-reported data and the lack of differentiation between social media platforms. Implications suggest that policymakers and activists can use social media to improve political transparency and engagement, but further research is needed to explore long-term effects and platform-specific impacts. Description: Social media has become a powerful tool for political engagement, activism, and accountability in contemporary democracies. This study explores the role of social media in enhancing political activism and accountability, focusing on how these variables influence political participation. The objectives are to assess the impact of political activism, political accountability, and social media usage on political engagement. A quantitative approach was adopted, utilizing a regression analysis to examine relationships between the variables. Data were collected through structured questionnaires and analyzed using statistical methods to determine the significance of the variables. The results indicate that political accountability has the strongest impact on political engagement, with an R-squared value of 0.67, followed by political activism (R-squared 0.58). Social media usage, while slightly weaker, still demonstrated a significant influence with an R-squared value of 0.46. These findings confirm the hypotheses that political activism, accountability, and social media usage are all significant drivers of political participation. However, the study also highlights that social media's impact is enhanced when online campaigns are aligned with offline actions. In conclusion, the study emphasizes the growing importance of social media in political processes, particularly for fostering accountability and activism. The limitations include reliance on self-reported data and the lack of differentiation between social media platforms. Implications suggest that policymakers and activists can use social media to improve political transparency and engagement, but further research is needed to explore long-term effects and platform-specific impacts. 2024-09-30T00:00:00Z http://digitalrepository.fccollege.edu.pk/handle/123456789/2520 Title: Social Media and Fashion Consumption: Examining the Role of Instagram on Pakistani Consumers' Buying Decisions Authors: Ahmad Aamir, Dr. Adeel; -ul-ain Tahir, Noor; Farrukh, Muhammad Abstract: The rise of social media channels has been evident in this new age. Various social media channels are utilised where the consumers interact with one another. The most popular social media channel in this new age is Instagram. It is a social media platform where users have access to share, view, and post photos, videos, and reels. Users also use Instagram for the buying and selling of the products. Businesses use this platform for selling of the products. One of the prominent examples is of the fashion brands who sell their products on their Instagram pages. However, limited research has been conducted from the perspective of fashion brands in Pakistan and consumers’ buying behaviour. This research provides insights into how Instagram influences the buying behaviour of Pakistani consumers within the fashion industry of Pakistan. It examines the specific ways in which Instagram influences the buying behaviour of Pakistani consumers. It also determines the impact of Instagram activities on the perceptions of consumers and purchasing decisions. The methodological approach used in this research is quantitative in which data was collected from 50 respondents from Lahore, Pakistan. Descriptive statistics and frequencies were determined by using SPSS. The findings of the research suggested that there is a significant influence of Instagram on the buying behaviour of consumers. Limitations and recommendations are also highlighted within the research. Description: The rise of social media channels has been evident in this new age. Various social media channels are utilised where the consumers interact with one another. The most popular social media channel in this new age is Instagram. It is a social media platform where users have access to share, view, and post photos, videos, and reels. Users also use Instagram for the buying and selling of the products. Businesses use this platform for selling of the products. One of the prominent examples is of the fashion brands who sell their products on their Instagram pages. However, limited research has been conducted from the perspective of fashion brands in Pakistan and consumers’ buying behaviour. This research provides insights into how Instagram influences the buying behaviour of Pakistani consumers within the fashion industry of Pakistan. It examines the specific ways in which Instagram influences the buying behaviour of Pakistani consumers. It also determines the impact of Instagram activities on the perceptions of consumers and purchasing decisions. The methodological approach used in this research is quantitative in which data was collected from 50 respondents from Lahore, Pakistan. Descriptive statistics and frequencies were determined by using SPSS. The findings of the research suggested that there is a significant influence of Instagram on the buying behaviour of consumers. Limitations and recommendations are also highlighted within the research. 2024-06-01T00:00:00Z http://digitalrepository.fccollege.edu.pk/handle/123456789/2513 Title: Post-Truth Politics: An Analysis of News Channel’s Coverage of Political Leaders’ Speeches in Public Processions in Pakistan Authors: Ahmad Aamir, Dr. Adeel; Waqas Haider, Syed; Akram Soomro, Muhammad; Zaffar, Nimra; Khalid, Aliza Abstract: This study attempts to find out the symptoms of post-truth political culture — politics of emotions rather than rational political debate — in the context of Pakistan. The data in the form of political speeches of politicians from March to July 2022 was taken from You Tube. Political speeches of leaders of four main political parties of Pakistan were analyzed: Imran Khan from Pakistan Tehreek-e-Insaf (PTI), Maryam Nawaz from Pakistan Muslim league (PML-N), Bilawal Bhutto Zardari from Pakistan People’s Party (PPP), and Maulana Fazal Ur Rehman from Jamiat-Ulema-Islam (JUI-F). Using the quantitative content analysis method, the content of 26 speeches, consisting of almost 854 minutes, was broken down into nine categories: policy, facts, false statements, religion, party, promises, performance, public issues, and opposition. Agenda setting theory laid the theoretical approach to observe post-truth dilemmas in political speeches in the public processions. The observed categories were compared across all politicians descriptively: the speeches had 2% facts; 4% false statements; 5% discussion on policy making; 41% arguments attacking the opponent political party; 12% religious’ references; 12% promises; 10% arguments were about the leader’s own political party; 5% were based on their past performance; whilst, only 9% addressed the public issues. Description: This study attempts to find out the symptoms of post-truth political culture — politics of emotions rather than rational political debate — in the context of Pakistan. The data in the form of political speeches of politicians from March to July 2022 was taken from You Tube. Political speeches of leaders of four main political parties of Pakistan were analyzed: Imran Khan from Pakistan Tehreek-e-Insaf (PTI), Maryam Nawaz from Pakistan Muslim league (PML-N), Bilawal Bhutto Zardari from Pakistan People’s Party (PPP), and Maulana Fazal Ur Rehman from Jamiat-Ulema-Islam (JUI-F). Using the quantitative content analysis method, the content of 26 speeches, consisting of almost 854 minutes, was broken down into nine categories: policy, facts, false statements, religion, party, promises, performance, public issues, and opposition. Agenda setting theory laid the theoretical approach to observe post-truth dilemmas in political speeches in the public processions. The observed categories were compared across all politicians descriptively: the speeches had 2% facts; 4% false statements; 5% discussion on policy making; 41% arguments attacking the opponent political party; 12% religious’ references; 12% promises; 10% arguments were about the leader’s own political party; 5% were based on their past performance; whilst, only 9% addressed the public issues. 2024-01-01T00:00:00Z http://digitalrepository.fccollege.edu.pk/handle/123456789/2512 Title: News Categories in Mainstream and Social Media: A Comparative Analysis of Daily Dawn and Twitter Authors: Ahmad Aamir, Dr. Adeel; Akram Soomro, Muhammad; Zaffar, Nimra; Rana, Mahreen Abstract: This study aimed to explore the coverage of different news categories in daily Dawn and Twitter. For comparative content analysis of news coverage, the researcher drew upon two news categories: econo-political news, and socio-cultural news. The econo-political news category was further divided into three subcategories: national politics, international politics, and economics. The socio-cultural category was divided into five sub-categories: health, education, arts, sports, and environment. The ‘priming’ in agenda setting theory paved the way for the researcher to explore the dominant news categories. For daily Dawn, the headlines of news stories published in February were selected. For twitter, all top trends in the month of February between 11am to 8 pm daily were recorded; they were accessed via an online website. The data was divided into four weeks. The comparative analysis supported both hypotheses: the results indicated that mainstream media gives more coverage to econo-political affairs than social media; whereas, social media is better at highlighting socio-cultural issues than mainstream media. Description: This study aimed to explore the coverage of different news categories in daily Dawn and Twitter. For comparative content analysis of news coverage, the researcher drew upon two news categories: econo-political news, and socio-cultural news. The econo-political news category was further divided into three subcategories: national politics, international politics, and economics. The socio-cultural category was divided into five sub-categories: health, education, arts, sports, and environment. The ‘priming’ in agenda setting theory paved the way for the researcher to explore the dominant news categories. For daily Dawn, the headlines of news stories published in February were selected. For twitter, all top trends in the month of February between 11am to 8 pm daily were recorded; they were accessed via an online website. The data was divided into four weeks. The comparative analysis supported both hypotheses: the results indicated that mainstream media gives more coverage to econo-political affairs than social media; whereas, social media is better at highlighting socio-cultural issues than mainstream media. 2023-12-01T00:00:00Z