UCP Journal of Mass Communication

In Female Consumption Patterns of Digital Media: An Analysis of Ait Live Platform

Joy Ofordi — 2024-06-30

In an era marked by evolving media landscapes, understanding why women choose to engage with digital media and what they seek to gain from it is of paramount importance. This paper investigates the types of content that resonate with women, including news, business, sports, and their engagement metrics, such as likes, shares, and comments. Factors influencing consumption patterns, such as age, location, and education, are examined to provide a holistic perspective. Through the lens of the Uses and Gratifications Theory and Feminist Theory, the paper looked at the motives behind women's digital media engagement, including the desire for information, entertainment, social interaction, and empowerment. This analysis aims to shed light on the multifaceted nature of women's digital media consumption patterns, revealing the underlying needs and gratifications that drive their interactions with AIT.LIVE news platform. The paper finds that female users on the digital media platform AIT.LIVE exhibit varying patterns of visit frequency and duration, suggesting that the platform is adaptable to the diverse lifestyles and schedules of its female audience. The paper recommends that AIT.LIVE should continue to support diverse content creation, especially by female influencers, to ensure that women find varieties of content that resonates with them. Ultimately, the research contributes to a deeper understanding of how digital media can be tailored to better serve the diverse preferences and needs of female audiences in the Nigerian context.

Keywords: Female, Digital media, Consumption patterns, News, AIT.LIVE

Exploring how Facebook usage affects the interpersonal connections of adolescents with their parents

Dr. Hilal Fatima — 2024-06-30

In the current digital era, the escalating use of Social Networking Sites, particularly Facebook, among adolescents has become a prominent factor influencing their interpersonal relations with parents. This research employs a quantitative approach to investigate the effects of Facebook usage on the relationships between adolescents and their parents. The quantitative aspect utilizes a survey method, collecting data through a questionnaire administered to 400 adolescents. The study draws on the theoretical framework of Technological Determinism theory, as it robustly supports the exploration of these dynamics. By employing a quantitative approach, the research aims to address gaps and limitations present in previous studies. The collected data are analyzed using the Statistical Package for Social Sciences program (SPSS).

The findings reveal that adolescents, engrossed in frequent Facebook usage, perceive a reduced necessity to engage with their parents. Instead, they tend to form stronger bonds with online friends, diminishing their connection with parents. The excessive use of Facebook emerges as a significant factor weakening the parent-adolescent relationship. Adolescents acknowledge the adverse impact of their extensive Facebook use on interpersonal relations with their parents.

Effects of Watching Pakistani TV Dramas On Perceived Portrayal of Family Relationships Among University Students

Saba Sultana — 2024-06-30

Media plays an important role in promoting ideas and transforming society. Media scholars believe that new world culture is appearing through Television. The aim of this study to explore how university students perceive the portrayal of family relationships in the Pakistani TV Dramas (Geo entertainment, ARY Digital, Hum TV or other channels) and they perceived portrayal of family relations negative and how much they are affected. A sample of 200 respondents was chosen for this cross sectional research through purposive sampling technique. Findings of the study reveal that there is a moderate relationship between perceived status of family relationship and their effects on students. Moreover, gender has a significant relationship with family system. The study concludes that there are significant changes taking place in portrayal of family relationship and Pakistani TV dramas promote negative family relationship and family crisis.

Media as a Catalyst for Change: Addressing Transgender Violence and Healthcare Inequality in Pakistan

Hassan Khalil — 2024-07-01

This paper examines the role of media in addressing violence and medical inequality experienced by transgender individuals within Pakistan. It tends on to analyze major cases and the power of media advocacy in rising responsiveness and inducing public perception and policy deviations. The study is based on qualitative content analysis of news reports, and discussions with activists, journalists, and healthcare specialists. Results demonstrates that media coverage has been central in the mobilizing support for the trans community but highlights gaps in depiction and the need for more constant and empathetic attention. The paper finds recommendations for improving media strategies to improve media strategies to care the transgenders through ethical reporting, comprehensive narratives, and continued support efforts.

Impacts of YouTube Tutorials on Students Education

Ghulam Hussain — 2024-06-30

This study shows how YouTube video tutorials helps in education of universities students. We collect data from undergraduate students who belongs to different departments of 6 universities in Lahore, Pakistan Public, Private & Distance Learning Education Institutions. The sample size consisted of 384 respondents from each category using disproportionate stratified sampling technique of undergraduate students. The effectiveness of YouTube tutorial watchers of undergraduate students of different universities who belongs to different departments was measured using a 13-item questionnaire. The quantitative phase involves a survey administered to a representative sample of university students, utilizing an Agree/Disagree/Neutral scale to assess various dimensions of YouTube's impact. YouTube plays a crucial role in enhancing the educational experience for university students, providing supplementary resources that contribute to a deeper understanding of complex concepts.