Department of Mass Communication

Dr. Zaeem Yasin

Dr. Zaeem Yasin
Dr. Zaeem Yasin

Associate Professor
Department of Mass Communication
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Qualification

  • PhD in Communication Studies (2019)
    Institute of Communication Studies 
    University of the Punjab, Lahore
  • M.Phil in Mass Communication (2005) (1st Position)
    Institute of Communication Studies
    University of the Punjab, Lahore
  • Masters in Mass Communication (2002)
    Institute of Communication Studies 
    University of the Punjab, Lahore

Teaching Experience

  • Associate Professor in Department of Mass Communication

  •  Lahore College for Women University Lahore since 2023

  • Assistant Professor in Department of Mass Communication

  •  Lahore College for Women University Lahore since (2019-2023)

  • Lecturer in Department of Mass Communication

  • Lahore College for Women University Lahore (2008-2019)

  • Visiting Faculty Member in Department of Gender Studies

  • Lahore College for Women University Lahore (2006 – 2009)

  • Visiting Faculty Member in Department of Journalism Studies

  • School of Communication Studies University of the Punjab Lahore

  • Visiting Faculty Member in Department of PR & Advertising

  • School of Communication Studies University of the Punjab Lahore

  • Visiting Faculty Member in Dept. of Development Communication

  • School of Communication Studies University of the Punjab Lahore

  • Visiting Faculty Member in School of Media & Communication

  • Beacon house National University Lahore

  • Visiting Faculty Member in Department of Media Studies

  • Kinnaird College for Women Lahore

  • Visiting Faculty Member in School of Media Sciences

  • University of Management Sciences Lahore

  • Visiting Faculty Member in School of Media Sciences University of Central Punjab Lahore
  • Visiting Faculty Member in Department of Mass Communication

  • Minhaj University Lahore (2008-2010) 

  • Visiting Faculty Member in Professional & Management Devolvement Department Punjab Lahore (2008)

Professional Experience 

  • 12 years’ Experience of Audit & Accounts in Directorate General Audit Punjab Lahore
  • Executive Editor of Monthly Magazine “Rule of Law” from 2017 to January 2021

Research Work

  • Role of Interpersonal Communication and Mass media in awareness, prevention & control of HIV/AIDS in Punjab Pakistan (Advisor: Dr. Bushra H. Rehman) 
  • Inter-Gender Communication Gaps in Educational Institutions: Socio-Economic Perspective (Advisor: Dr. Mughees ud din Sheikh 
  • Gender Inequality: An impediment in the Developmental Projects on Education. (Advisor: Dr. Mughees uddin Sheikh) 
  • Design Communication Strategy of Daily Nawa-i-Waqt Lahore.

Certifications

  • Certification in Communication Skills (2003)
    Kinnaird College Lahore
  • Certification in Interviewing Skills (2003)
    Kinnaird College Lahore

Computer Skills

  • Microsoft Word, Microsoft Excel
  • Photo Express, Power Point, Adobe Premier

Co- Convener of International Conferences 

  • AMCAP-UOS 2024 International Media Conference “Artificial Intelligence and Media: A Force of Colonization or Empowerment?” held on 19-20 February 2024 at University of Sargodha 
  • AMCAP-PU 2023 International Media Conference “Revisiting Relationship between Journalism(s) and Society in the Digital Age for Common Good.” Held on 08-09 February 2023 at University of Punjab Lahore 
  • AMCAP-UO 2022 International Media Conference “Health and Well-being in (Post) Pandemic World: Roles and Responsibilities of Media & Communication” Held on 02-03 February 2022 at University of Okara
  • AMCAP-FJWU 2021 International Media Conference, "Digital Media Ecologies in the New Normal: Challenges and Opportunities Held on 17-18 February 2021 at Fatima Jinnah Women University Rawalpindi Pakistan
  • AMCAP International Conference – 2020: Role of Media in Poverty Alleviation & Promoting Social Justice Held on 24-25 February 2020 at Bahira University Karachi Campus
  • AMCAP International Conference – 2019: Media Education in Pakistan: Challenges and Opportunities February 28, 2019 SZABIST, Islamabad Pakistan
  • 1st International Conference on Media & Violent Extremism                  February 26 & 27, 2019 Bahria University, Islamabad Pakistan 
  • Women, Media & Transitional Perspectives, 28th Feb – 01st Mar 2018 in Lahore 
  • Worlds Trends in Freedom of Expression & Media Development, 27th February 2018 in Lahore 

Conferences Attended 

  • 1st International Media and Communication Conference: Two Centuries of Urdu Journalism, 23-25 November 2022 organized by University of Management & Technology Lahore 
  • International Journalism Conference, 9-11th December 2017 in Lahore 

Co-Organizer of Workshops

  • AMCAP Doctoral Spring School 2024 Held on 21-29 February 2024 at Gosha-i-Afkar, Lahore Pakistan
  • AMCAP Doctoral Spring School 2023 Held on 11-19 February 2023 at Beaconhouse National University Lahore Pakistan
  • AMCAP Doctoral Spring School 2022 Held on 06-13 February 2022 at University of the Punjab Lahore Pakistan
  • AMCAP Doctoral Spring School 2021 Held on 20-28 February 2021 at Fatima Jinnah Women University Rawalpindi Pakistan
  • AMCAP Doctoral Spring School 2020 Held on 27 February to 05 March 2020 at University of the Punjab Lahore Pakistan 

Session Chair in International Conferences 

  • AMCAP-UOS 2024 International Media Conference “Artificial Intelligence and Media: A Force of Colonization or Empowerment?” held on 19-20 February 2024 at University of Sargodha 
  • 2nd International Media and Communication Conference: Navigating the digital Frontier: Unveiling trends in Media and Communication, 24-25 January 2023 organized by University of Management & Technology Lahore

Paper Presented in Conferences 

  • AMCAP-UOS 2024 International Media Conference “Artificial Intelligence and Media: A Force of Colonization or Empowerment?” held on 19-20 February 2024 at University of Sargodha 
  • IAMCR-OCP23 Annual conference of the International Association for Media and Communication Research, IAMCR 2023, held from July to September 2023 in France (online paper Presentation) 
  • AMCAP-PU-2023 International Media Conference “Revisiting Relationship between Journalism(s) and Society in the Digital Age for Common Good.” Held on 08-09 February 2023 at University of Punjab Lahore 
  • AMCAP-UO-2022 International Media Conference “Health and Well-being in (Post) Pandemic World: Roles and Responsibilities of Media & Communication” Held on 02-03 February 2022 at University of Okara
  • AMCAP-FJWU International Media Conference 2021,"Digital Media Ecologies in the New Normal: Challenges and Opportunities Held on 17-18 February 2021 at Fatima Jinnah Women University Rawalpindi Pakistan
  • AMCAP International Conference – 2020: Role of Media in Poverty Alleviation & Promoting Social Justice Held on 24-25 February 2020 at Bahira University Karachi Campus
    AMCAP International Conference – 2019: Media Education in Pakistan: Challenges and Opportunities February 28, 2019, SZABIST, Islamabad Pakistan  
  • 1st International Conference on Media & Violent Extremism
  • February 26 & 27, 2019 Bahria University, Islamabad, Pakistan  
  • International Journalism Conference, 9-11th December 2017 in Lahore 

Specialization

  • Research Methods
  • Development Communication
  • Media Laws & Ethics
  • Managing Information (APA)
  • Public Relations & Advertising 

    Thesis Supervised 

  • At MS/M.Phil Level 35 theses
  • At BS Level 100 + theses 
 

Memberships

  • Association of Media & Communication Academic Professionals
  • International Association of Media & Communication Research 

Extra-Curricular Activities 

  • I am a good player of Cricket.
  • I have a command on Palmistry, Astrology, and Numerology

Others

  • Member of Faculty Board of Social Sciences Lahore College for Women University
  • Member Board of Studies Department of Mass Communication Lahore College for Women University
  • Member Board of Studies Department of Media & Communication Studies, University of Okara
  • Member Board of Studies School of Communication Studies, Beacon House National University Lahore
  • Member, Departmental Doctoral Committee, Department of Mass Communication, Lahore College for Women University, Lahore
  • Member, Doctoral Tenure Review Committee, Department of Mass Communication, Lahore College for Women University, Lahore
  • Coordinator, BS program, Department of Mass Communication, Lahore College for Women University, Lahore (2009-2016)
  • Exam Coordinator, BS & MS program, Department of Mass Communication, Lahore College for Women University, Lahore (2009-2016)
  • Member, Research Committee, Department of Mass Communication, Lahore College for Women University, Lahore  
  • Member of Editorial Board of Research Journal “AMCAP-Journal of Emerging Social Scientists”
  • External Assessment team member of Directorate of Quality Enhancement Virtual University of Pakistan (2012-2013)
  • Sub-Examiner in BA Journalism University of the Punjab Lahore
  • Paper Setter for MA Mass Communication University of the Punjab Lahore

Publications 

Publications 2023 (5 Articles) 

  1. Effects of ICTs on the Academic Performances of Students. Journal of Professional Research in Social Sciences 10(2) 99-112, December 2023 (Y-Category) (1st Author).
    https://ojs.mul.edu.pk/index.php/JPRSS/issue/view/38 
  1. Challenges Faced by the Women Journalists: A Case Study of Gilgit-Baltistan. Journal of Mass Communication 29(2) 1-26, December 2023 (Y-Category) (1st Author).https://jmcd-uok.com/index.php/jmcd/issue/view/17
  1. Impact of Visual Elements of Fast-Moving Consumer Goods (FMCGS) In Digital Advertising on Consumer Habit. Tanazur 4(3) 1-24, December 2023 (Y-Category) (1st Author).
    https://www.tanazur.com.pk/index.php/tanazur/article/view/84 
  1. How does brand promotion on special occasions impact consumer purchasing behavior? Journal of Media Studies 38(1) 29-49 January 2023 (Y-Category) (1st Author)
    http://journals.pu.edu.pk/journals/index.php/jms/article/view/7090 
  1. Impact of Violence on the Professional Commitments of Journalists in Pakistan Journal of Media and Communication Studies 3(2) 17 -32 (Y-Category) (3rd Author)
    https://jmcs.amcap.net/website/journal/article/64ac55f33ff8e/page
Publications 2022 (8 Articles) 
  1. Impact of Mobile Application Compatibility, Online Shopping, and Payment on User Satisfaction in Pakistan Context: Mediating role of Social Networking Site Adoption. Journal of Management Practices, Humanities and Social Sciences 6 (1). 28-39 January 2022. (Y-Category) (3rd Author)
    https://global-jws.com/ojs/index.php/global-jws/article/view/87 
  1. Social Media, National Security and Perception of Pakistani Millennials Journal of Media Studies 36(1) 15-31 January 2022 (Y-Category) (2nd Author)
    http://journals.pu.edu.pk/journals/index.php/jms/article/view/5269 
  1. Role of English Press in Strengthening Accountability Institutions Of Pakistan During 2013-2021. Pakistan Journal of Social Research 4 (1). 968-974. March 2022. (Y-Category) (1st Author)
    PJSR Vol. 4, Issue 1 (March), 2022 - PJSR 
  1. Effect Of Captions on The Interpretation of Non-Verbal Attitudes Shown in Images. Pakistan Journal of Social Research 4 (2). 1193-1200. June 2022. (Y-Category) (3rd Author)
    PJSR Vol.4 Issue 2 (June), 2022 - PJSR 
  1. Framing Of Pakistani Media Regarding Afghan Taliban: Before And After Their Takeover. Pakistan Journal of Social Research 4 (3). 291-298. September 2022. (Y-Category) (1st Author)
    PJSR Vol. 4, Issue 3 (September), 2022 - PJSR 
  1. Perception Regarding Self-Reflection on Facebook By Young Females Of Lahore. Pakistan Journal of Social Research 4 (4). 649-657. December 2022. (Y-Category) (1st Author)
    PJSR Vol. 4, Issue 4 (December), 2022 - PJSR 
  1. Real News vs Fake News: A Challenge for Pragmatic Media Ethics. Journal of Mass Communication 27 (2). 204-215. December 2022. (Y-Category) (1st Author)
    https://jmcd-uok.com/index.php/jmcd/issue/view/15 
  1. Use Of Facebook as A Source of Pleasure or Anxiety. A Survey of University Students. Central European Management Journal 3 (3). 2267-2278. September 2022. (X-Category) (4th Author)
    https://journals.kozminski.cems-j.com/index.php/pl_cemj/article/view/2267.html 
  1. Brand Promotions on Special Occasions and Its Effects on The Purchasing Behavior of Consumers. Central European Management Journal 3 (4). 77-86. September 2022. (X-Category) (1st Author)
    https://journals.kozminski.cem-j.org/index.php/pl_cemj/article/view/5 
Publications 2021 (11 Articles) 
  1. Use of Artificial Intelligence in Journalism by Pakistani and Foreign Journalists. Journal of Peace, Development, and Communication 5(4) December 2021 (Y-category) (1st Author)
    https://pdfpk.net/pdf/wp-content/uploads/2022/01/292-3.pdf 
  1. Antecedents of Rape Cases Exposure Over Social Media: A Comparative Study of Urban and Rural Areas of Lahore District Journal of Management Practices, Humanities and Social Sciences 5(5). 10-20 November 2021 (Y-Category) (2nd Author)
    https://global-jws.com/ojs/index.php/global-jws/article/view/83  
  1. Role of Instagram in Promoting Extravagant Wedding Trends: An Analysis of Social Pressures on the Middle Class. Journal of Management Practices, Humanities and Social Sciences (5) 01-09 September 2021 (Y-Category) (2nd Author)
    https://global-jws.com/ojs/index.php/global-jws/article/view/54 
  2. Social Media Usage Patterns Among University Students In Urban Lahore. Journal of Media Studies 36(2), 101-113, July 2021 (Y-Category) (3rd Author)
    http://journals.pu.edu.pk/journals/index.php/jms/article/view/5028
  3. Role of “Dirilis Ertugrul” in Creating Awareness and Understanding of Islam. Journal of Management Practices, Humanities and Social Sciences 5(1) 40-49, July 2021. (Y-Category) (1st Author)
    https://global-jws.com/ojs/index.php/global-jws/article/view/46 
  1. Transforming Identities and Relations: A Case Of Taliban Peace Talks In The Pakistani Press. Humanities & Social Sciences Reviews 9(3). 1303-1313. June 2021 W category (2nd Author)
    https://mgesjournals.com/hssr/article/view/hssr.2021.93129 
  1. Comparative Study of Coverage of Violence against Women in Print Media. International Journal of Innovation, Creativity, and Change. 15 (6), May 2021. (W-Category) (3rd Author)
    https://www.ijicc.net/images/Vol_15/Iss_6/15670_Warrich_2021_E_R.pdf 
  1. Media Portrayal Of Violence Against Women; A Case Of Top Rated TV Channels. Xi'an Shiyou Daxue Xuebao (Ziran Kexue Ban)/ Journal of Xi'an Shiyou University, Natural Sciences Edition, DOI: 1673-064X-xsdx-v64-i05-2021.546415, May 2021. (X-Category) (2nd Author)
    https://xianshiyoudaxuexuebao.com/1673-064x-xsdx-v64-i05/ 
  1. Social Media and One-Way Flow of Information: A Case Study of Muslims and Non-Muslims Facebook Participation On Paris Attacks. International Review of Social Sciences, 9(3), 70-81, March 2021 (Y-Category) (3rd Author)
    https://irss.academyirmbr.com/papers/1615617787.pdf 
  1. Portrayal of Muslim's Images In International Newspaper’s Blogging Forums And Its Impact On Readers. Journal of Peace, Development and Communication 5(1), 70-81, March 2021 (Y-Category). (1st Author)
    https://pdfpk.net/pdf/wp-content/uploads/2021/03/Portrayal-of-Muslims-Images-in-International-Newspapers-Blogging-Forums-and-Its-Impact-on-Readers.pdf 
  1. Role Of Interpersonal Communication And Mass Media In Awareness, Prevention And Control Of HIV/Aids In Punjab, Pakistan Journal of Media Studies 36(1), 131-150, January 2021 (Y-Category) (1st Author)
    http://journals.pu.edu.pk/journals/index.php/jms/article/view/4033
Publications 2020 (6 Articles) 
  1. Representation Of China-Pakistan Economic Corridor In Pakistani English Newspapers A Content Analysis Of Dawn, Frontier Post, And The Nation. Global Mass Communication Review 5, 91-105. December 2020(Y-Category) (3rd Author)
    https://gmcrjournal.com/papers/3QwXIUiSxQ.pdf 
  2. Role Of Key Stakeholders In The Awareness Campaign Of Right To Information (RTI) Act, Punjab Journal of Peace, Development and Communication. 4(3), 492-511 December 2020(Y-Category) (1st Author)
    https://pdfpk.net/pdf/wp-content/uploads/2021/01/Role-of-Key-Stakeholders-in-the-Awareness-Campaign-of-Right-to-Information-RTI-Act-Punjab-1.pdf
  3. Arab World’s Criticism On Indian Islamophobia: Understanding Islamic Perspective. Global Political Review. V(IV) 49-56 December 2020(Y-Category) (1st Author)
    https://www.gprjournal.com/jadmin/Auther/31rvIolA2LALJouq9hkR/0MwsesItdC.pdf 
  4. Role Of social media In Democratization In Pakistan: An Analysis Of Political Awareness, Efficacy And Participation In Youth. International Review of Social Sciences. 8(9). 144-161. September 2020 (Y-Category) (2nd Author)
    https://irss.academyirmbr.com/papers/1599635472.pdf
  5. Exploring Transgender’s Representation, Perceptions And Experiences: An Analytical Study Of Portrayal Of Transgenders In Bollywood Movies And Its Effects On Transgender Community Of Lahore, Pakistan. Global Mass Communication Review V(III) 95-108 September 2020 (Y-Category) (1st Author)
    https://gmcrjournal.com/papers/5ugVrCRe7T.pdf 
  1. Educational Motives And Perceived Educational Consequences As Predictors Of Facebook Usage Journal of Media Studies 35(2) 1-31 July2020(Y-Category) (3rd Author)
    http://journals.pu.edu.pk/journals/index.php/jms/article/view/3730 
Publications 2019 (1 Article) 
  1. Using FaceBook For Government Public Relations Campaigns: Relationship Between Information Seeking Attitude And Effectiveness Of Public Relations Outcomes For FaceBook. Journal of Media Studies 34(1), 41-52, January 2019 (Y-Category) (2nd Author)
    http://journals.pu.edu.pk/journals/index.php/jms/article/viewFile/1977/746  
Publications 2016 (1 Article) 
  1. Women Harassment At Workplace: A Study Of Pakistani Television Channels. Global Media Journal Allama Iqbal Open University Islamabad, IX. (I), 1-15 March 2016 (Z-Category) (3rd Author)
    https://aiou.edu.pk/sab/gmj/GMJ%20Spring%202016/Article_5.pdf
Publications 2015 (1 Article) 
  1. Comparative Study of Peace Process Between And Pakistan And India In The News, Daily Dawn And The Times Of India: A Case Study Of Aman Ki Asha. Journal of Political Studies, 22(1),51-527, January 2015 (X-Category) (2nd Author)
    http://pu.edu.pk/images/journal/pols/pdffiles/13%20%20SUMERA_v22_2_wint2015pdf

 Research Grant 

  • HEC Travel Grant to present research paper for Oral presentation of Research Paper in 'IAMCR 2023 inhabiting the planet: Challenges for media, communication and beyond" held from 09-07-2023 lo 1347 -2023 in "Lyon" "France".