Media and Communication Review

Mediating Role of Continued Influence of Misinformation (CIM) between Intolerance and User Engagement on Social Media

Waqas Mahmood — 2024-06-20

Misinformation has become an important problem in the digital world which influences the minds of social media users. The level of influence gets researchers’ attention when users are exposed to misinformation even after the correction. The current research aimed to study the mediating role of the continued influence of misinformation between political and religious intolerance and user engagement. Facebook posts and Tweets (N = 200) were analyzed using content analysis to determine the relationship between variables. Findings revealed that the continued influence of misinformation positively mediates the relationship between intolerance and user engagement. The users are still exposed to misinformation even after correction and identification of the fact check tools which caused an increase in political and religious intolerance.

Facebook Usage and Anxiety Levels Among University Students: A Correlational Study

Furqan Javed — 2024-06-21

This study aimed to explore the relationship between Facebook usage and anxiety levels among university students. A quantitative research approach using cross-sectional study design was adopted and the sample of 180 participants was taken from Bahria University Islamabad and Air University Islamabad. Data was collected using a self-administered questionnaire comprising two sections; Section 1 included general information regarding demographic factors, while Section 2 included the Facebook Use Intensity Scale (FBI) and Generalized Anxiety Disorder Assessment (GAD-7). To test the hypotheses of the research, Pearson correlation, linear regression analysis, and T-test Analysis were conducted. The findings revealed a significant positive relationship between Facebook usage and anxiety levels, suggesting that Facebook activity predicts anxiety among students. Gender differences in Facebook usage were not significant, but females exhibited higher anxiety levels compared to males, indicating gender-based differences in anxiety experiences.

Representation of Femicide in National and International Dailies: A Case Study of Pakistan

Noshina Saleem — 2024-06-24

This research analyzes the portrayal of Pakistani femicide cases in international and national newspapers. News articles published from 2017 to 2020 in the selected newspapers such as, The Independent (Britain), The New York Times (America), Hindustan Times (India), Khaleej Times (UAE), and Dawn (Pakistan) were selected for the analysis. Through quantitative and qualitative content analysis, the news articles related to the femicide cases were covered and analyzed with several frames used in both national and international newspapers. The results showed that the Dawn underreported the femicide incidents whereas the international dailies gave more coverage to femicide incidents in Pakistan. This study explored that femicide cases in Pakistan have strong association with indigenous culture, rituals, and religion. The international dailies also criticized the legislation and administrative efforts to expedite the action against femicide. However, violence in any form and to any extent is unacceptable.

Influence of User-Generated Online Content in Promoting Tourism in Pakistan: Testing the Theory of Planned Behavior

Tehmina Ashfaq Qazi — 2024-06-26

This study explores the complex dynamics of User-Generated Online Content (UGOC) and its influence on Pakistan's tourism domain. The Theory of Planned Behavior (TPB) is utilized as a fundamental framework to analyze the relationships among the construction of tourist attitudes, destination image, travel motivation, subjective norms, behavioral intentions, and actual behavior. The research intends to identify how cognitive and motivational elements interact and effect the tourist’s behavior. The research's empirical rigor is strengthened by the use of a survey approach to gather information from 291 respondents. The study's analytical conclusions highlight the strong correlation between travel intentions and destination image. This highlights the critical role that UGOC plays in forming prospective travelers’ opinions and influencing their propensity to visit a specific location.

The Impact of Instagram Influencers on Purchase Intention of Female Users

Ann James — 2024-06-27

Instagram is a popular social media platform for both influencers and users. The aim of this research is to understand the purchase intention of female Instagram users and its impact on their buying behavior. Methodology for this study is quantitative and a survey of 200 participants was conducted by using Google Forms. Out of which, only 178 responses were valid. The results showed that more than 80% of the respondents spend more than half an hour on Instagram and a significant number of participants admitted that their buying decisions are impacted by the Instagram influencers. The results revealed that female Instagram influencers give advertisers significant clues in the decision-making process when businesses engage customers through influencer marketing on Instagram. It furnishes marketers with additional data on step-by-step ideas to coordinate influencers and possible purchasers with the business owners and advertisers. This study signifies the role of Instagram in promoting brand marketing with the intention of influencers that impacts to boost the brand purchase.

Cultivation of Religious Extremism through Facebook: The Case of Pakistan

Abid Ali Butt — 2024-06-29

The study aims to examine the role of Facebook in cultivating religious extremism among its users in Pakistan. A major portion of existing literature presents social media, specifically Facebook as a tool used by extremists and terrorist groups in igniting and spreading extremist views around the world, however little research has been done to evaluate the effects of religious content on the Facebook on its users in Pakistan. A quantitative research design has been applied to answer a multidimensional range of questions covering various effects of religious content on Facebook users and the factors involved in the usage of Facebook for religious extremism. A comprehensive nationwide survey from systematically selected 1250 Facebook users from four (04) provincial and one (1) federal capitals of Pakistan under the broader theoretical foundations of Cultivation Theory has been conducted to study the desired effects. The findings of the study showed a higher probability of religious extremism including hate speech, sectarianism, and radicalization with the higher usage of Facebook among Pakistani users.

Visual Mandela Effect (VME): An Expository Study of Pakistan

Fatima Rehaab Sikandar — 2024-06-30

The Visual Mandela Effect (VME) depicts how a group’s collective memory exists. This phenomenon occurs when different individuals believe in or share the same incorrect visual memory of a certain event, object, or detail. It underscores the malleability of shared memory and doubts the very nature of an unchanging or objective past. Moreover, VME represents how visuals can be perceived and interpreted uniquely by different people and studies how minds can manipulate visual data, resulting in common inaccurate memories. This research presents the results of a survey conducted in Pakistan to examine the extent of Visual Mandela Effect. The results from the assessment of memory recall validity across various categories showed that 40% experienced false memory, reflecting to the presence of Visual Mandela Effect. Moreover, there was no impact of gender, as both men and women had similar recall validity. The results proved that gender does not influence susceptibility to this phenomenon. The relationship between age and Visual Mandela Effect proved that older people have better visual recall than younger people. This research also studied the relationship between social media usage and susceptibility to the Visual Mandela Effect. Results showed that people with higher social media usage were more susceptible to inaccurate memory involving visuals than those whose social media usage was lower. These findings highlight the prevalence of VME in Pakistan and contributed to the enhanced understanding of inaccurate memories and their influence on perception and cognition.

Reality Reimagined: Tracing the Evolution and Anticipating the Future of Virtual and Augmented Reality in Media

Abdul Rehman — 2024-08-21

This review article offers an in-depth examination of the integration of Virtual Reality (VR) and Augmented Reality (AR) within the media sector, concentrating on film, television, news production, and gaming. The data synthesis process was meticulous, involving a detailed analysis to identify patterns, correlations, and insights from a variety of sources. In the realms of film and television, VR and AR have revolutionized traditional storytelling by providing immersive experiences that captivate audiences. News production has begun to harness the transformative potential of such immersive technologies in exploring new ways to engage the viewers. The gaming sector showcases innovative cross-reality interactions that connect players across different technological platforms. Key lessons highlight the importance of aligning technology with narrative goals to enhance the art of storytelling. However, challenges persist, including technical limitations and the need for standardization across platforms. The analysis underscores the importance of seamless integration for maximizing storytelling impact and audience engagement, offering valuable insights for content creators and industry professionals navigating the evolving landscape of immersive media.

Understanding the Experiences, Perspectives of Filmmakers, and Editors with Artificial Intelligence-powered Tools.

Tabinda Sadiq — 2024-06-28

This quantitative inquiry delves into the experiences and views of filmmakers and editors regarding the integration of Artificial Intelligence (AI) powered tools into their editing workflows. Despite the growing prevalence of AI tools in filmmaking and editing, there is a notable gap in understanding how individuals in film making clearly understand and interact with such technology. Grounded in the theoretical framework of Human-Computer Interaction (HCI), this research targets to highlight the nuanced experiences of practitioners, exploring the various perceived benefits and disadvantages of utilizing the AI-powered editing equipments. Through a structured survey questionnaire utilizing Likert scale statements, data from 50 participants had been collected. Data was gathered through Google Forms and links were shared among filmmakers and editors. The findings provided treasured insights into the motivations behind the adoption (or lack thereof) of AI tools in editing workflows, contributing to the improvement of more user-centered technologies inside the area of filmmaking and editing.