Major Dr Usman Farooq | Indus University of Karachi (original) (raw)

Papers by Major Dr Usman Farooq

Wah Academia, 2024

This study explores Pakistan's labor market with a focus on the interplay between skills developm... more This study explores Pakistan's labor market with a focus on the interplay between skills development and job creation, analyzed through the lens of media coverage. As Pakistan grapples with high unemployment rates and a growing skills mismatch, this research examines how government electronic media highlight these challenges and propose solutions. The study identifies key trends in media discourse, including the portrayal of vocational training, digital skills, and government initiatives aimed at employment generation. Through content analysis, it evaluates how media narratives influence public perception and policymaking in the labor market. By addressing gaps in media representation, this research offers insights into leveraging media as a tool for promoting skill enhancement and fostering sustainable job creation in Pakistan. The findings contribute to a deeper understanding of the media’s role in shaping labor market dynamics and supporting economic growth.

"Remittances Review" , 2024

This research explores the transformative role of digital communities on social media platforms i... more This research explores the transformative role of digital communities on social media platforms in shaping personal identities, consumer behavior, and professional aspirations. By examining the interplay between these communities, brands, and individual users, the research highlights the evolving nature of online interactions and their broader societal impacts. The research employs Media Ecology Theory, Social Capital Theory, and Self-Determination Theory to understand these dynamics. A quantitative survey targeting young adults in Karachi provides insights into the extent and nature of community influence on daily life. Findings reveal significant impacts on cultural perceptions, career goals, and mental well-being, emphasizing the need for authenticity and ethical engagement in digital spaces. Future research directions include longitudinal studies and cross-cultural comparisons.

Migration Letters,, 2024

The present study on the significance of morning programmes in raising health awareness among fem... more The present study on the significance of morning programmes in raising health awareness among females in Pakistan explores the impact of TV morning shows on raising health awareness among females in Pakistan. The research investigates many facets of morning programmes, including their function in fostering knowledge about public health, fitness concerns, and particular ailments such as Hepatitis, Dengue, COVID-19, and others. Surveys were conducted to gather data, explicitly targeting respondents' opinions on the efficacy of morning programmes in addressing health-related subjects, the level of informational value provided by expert interviews, and the overall influence of these shows on health standards and viewership. The results suggest that TV morning programmes are a widely preferred medium for obtaining health information since an overwhelming majority (98%) of participants reported viewing them to stay informed about health matters. A considerable proportion of participants regard the performances as effectively raising awareness of health concerns in society, namely in domains such as child and maternal health, as well as public health.

Nevertheless, there is a divergence of viewpoints about the efficacy of the shows in addressing fitness concerns specific to women and enhancing health standards. A significant number of respondents maintain a neutral or sceptical stance. The study's findings indicate that TV morning programmes significantly increase health awareness among Pakistan's women. However, some areas may be further enhanced. It is advisable to enhance the quality of TV morning programmes. Morning programmes should address health concerns. Further endeavours to augment constructive dialogues and tackle apprehensions about partiality and impartiality might bolster the positive influence of morning programmes on promoting health awareness and upholding standards.

Indian Journal of Economics and Business, Vol. 20 No. 2 (HEC recognized X-Category), 2021

Indian Journal of Economics and Business, Vol. 20 No. 2 (July-December, 2021). (HEC recognized ... more Indian Journal of Economics and Business, Vol. 20 No. 2 (July-December, 2021). (HEC recognized X-Category)

Journal of Islamic Countries Society of Statistical Sciences (J-ISOSS), Vol. 8 No. (2). 2022 (HEC recognized Y-Category), 2022

The fundamental goal of this research was to adapt the peace journalism model to the American arm... more The fundamental goal of this research was to adapt the peace journalism model to the American army withdrawal from Afghanistan. Based on a high percentage of peace journalism stories in coverage of the complicated peace situation in Afghanistan. The research is based on John Galtung's war/peace journalism model, which was first presented in 1986 and then updated in 1999. The researchers used the content analysis method to conduct the present research work. The contents of two newspapers, i.e., the Washington Post and New York Times, were examined from 1st June to 30th August, 2021, giving a total of 133 news items. The key themes and slants were discovered in the initial step of evaluating all of these stories. The researchers used textual analysis in the second phase to investigate media content. The findings of this study revealed that both American newspapers favored peace journalism. The research showed that while considering a significant representation of the "solution-oriented" indicator of peace journalism, the American media has attempted to resolve the crisis in Afghanistan by interfering and mediating between all the stakeholders.

Remittances Review, 2024

The general public in Pakistan uses new media technologies such as wikis, blogs, and several soci... more The general public in Pakistan uses new media technologies such as wikis, blogs, and several social media platforms for social connection, including Facebook, Instagram, YouTube, WhatsApp, Twitter, etc. Social media is widely recognized as a medium for exchanging ideas, opinions, and political awareness, among other things. This research paper investigates the implications of new media technologies on political ideologies in Pakistan. The study utilizes a mixed-methods approach to examine public perceptions and behaviors toward new media platforms and their impact on political engagement, communication, and information dissemination. The study quantifies and evaluates how new media technology affects the political system. The research was conducted using the survey method. The population of the study consisted of 200 respondents. A questionnaire was distributed among the targeted audience, and the survey results were analyzed using the Statistical Package for the Social Sciences. Several key findings emerge through the analysis of survey data. Firstly, there is a high level of adoption and engagement with new media technologies among the Pakistani population, highlighting their significance as channels for political communication. These new media technologies significantly impact transferable changes to the nation's political structure and political mobilization. Respondents believe these platforms have increased political participation and facilitated discussions on government policies and political issues. However, challenges such as maintaining constructive discourse and ensuring the accuracy of information persist. Overall, the research underscores the multifaceted impact of new media technologies on political ideologies in Pakistan, emphasizing the need for informed policy and media practices to promote transparency, inclusivity, and democratic political processes.

Onomázein, 2023

This exploratory research is conducted to gain knowledge and comprehension of how advertising fun... more This exploratory research is conducted to gain knowledge and comprehension of how advertising functions and adapts to global circumstances. It also describes how people alter their views and move on to other things, where the product will be advertised, and how social media advertising attracted consumers to online purchasing during the COVID-19 pandemic. Considered to be the most popular means of communication in the modern era, social media plays a crucial role in advertising-related activities. Quantitative research methodology was applied in the present study. Survey was conducted to find out the role of social media advertising on consumer’s purchasing behavior during Covid-19. A sample size of 200 participants has been chosen to conduct the research. According to research, the majority of respondents were aware of the various social media platforms and used them to browse for their desired items before visiting online retailers to buy. During the pandemic, individuals and various brands changed their ways of living from going to physical marketplaces to shopping online when the need arose. The study also revealed that consumers feel more comfortable now as social media and more attractive forms of advertising have replaced all previous traditional advertising methods.

Journal of Education Culture and Society, 2021

Background: The study was conducted in 2017 to know about the effects of militancy on education i... more Background: The study was conducted in 2017 to know about the effects of militancy on education in the form of dropout from schools, destroyed infrastructure of educational institutions, decrease in literacy rate and to probe out the community perception about education in the context of adverse law and order situation in district Mohmand Agency. The study was significant because Mohmand Agency is the worst terrorist affected area. Objectives: The objectives of the study were examining the factors causing militancy, and to determine the effects of militancy on education in Mohmand Agency. Methodology: For this purpose, 250 sample respondents out of the total population from four selected villages viz Gurbaz, Masood, Sultan Khel and Baro Khel from tehsil Safi and Halimzai were selected. The respondents were randomly interviewed through an interview schedule. Chi-square test was used as statistical instrument to determine the association between education and different factors that ca...

Journal of Humanities, Social and Management Sciences (JHSMS), 2022

The Uses and Gratification Theory over the years has been found to be the central theory of Commu... more The Uses and Gratification Theory over the years has been found to be the central theory of Communication which aptly describes what exactly people want to do when given the option to use the media. It has been seen that the development of the social media has bestowed a brand-new lease of life expectancy to this old-fashioned and obsolete theory. The reason why this study is being attempted is to explore the existing functions of the Theory of Uses and Gratification among university students who use tobacco. This research has employed Surveys and focus group discussions to elicit information from 1,000 respondents from the two major provinces of Pakistan: Sindh and Punjab, over two (02) year period beginning in 2016. The present quantitative study, while adopting survey as method of research is an effort to examine the views of 1,000 randomly chosen respondents under the age of 25, preferably from educational institutions, including Sindh and Punjab medical colleges. The study conf...

Elementary Education Online, 2020; Vol 19 (Issue 4): pp. 5167-5176 , 2020

This research aims to explore the abject state of Human Rights in Pakistan. HumanRights have been... more This research aims to explore the abject state of Human Rights in Pakistan. HumanRights have been
considered important throughout the course of history. The present research was conducted to study
the situation of Human Rights in Pakistan and Role of Press (1999-2020). The reason for going back to
the year 2000 for this research was the imposition of Martial Law during this period and gross
violations of Human Rights in Pakistan. The objective of this descriptive study was to explore the
positive/negative role of print media vis vis the coverage of Human Rights in Pakistan.
The Universe for the present study are the most highly circulated and popular newspapersof Pakistan
i.e. Daily Jang and Daily Dawn, the technique of systematic sampling was used. By Using SPSS to
analyze and then the Descriptive method was used to clearly illustrate the findings of the research and
the relationship among the data collected was also explored through statistical methods.
The findings of the study subsequently reveal that the Daily Jang in Pakistan, portrays human rights in
a negative way and usually give very little space to the issues of violationsof human rights in their daily
editions. A detailed discussion about the findings and recommendations have also been made to
improve the existing situation of Human Rights and the Role of the Print Media in Pakistan in the
relevant portions of the study after concluding it.
Keywords: Human Rights, Print Media, Regulatory Authority, Newspapers

Paradigms, 2020

Abstract : The consumption of tobacco products and exposure to tobacco smoke is generally consid... more Abstract :

The consumption of tobacco products and exposure to tobacco smoke is generally considered as the one of the main preventable causes of death. According to an estimate, it is responsible for about 6 million deaths per year, mostly occurred in developing countries as the developing countries have suffered almost 70% impact of this toll, which can be doubled in the next 20 years. Tobacco use is a global challenge endangering public health which requires all stakeholders of society to initiate collective efforts to save future generations from an assortment of undesirable effect, ranging from ordinary respiratory problems to cancer and permanent deaths. This quantitative study while adopting survey as research method is an effort to examine the viewpoint of 1000 respondents below the age of 25 years chosen randomly preferably from educational institutions including medical colleges of Sindh and Puniab. The study has examined the advertisement on prohibition of tobacco and its growing consumption viz-a-viz the half-hearted attempts by the authorities to restrain this menace on the loose. The findings of the study revealed that most of the youngsters were involved in this social evil which requires massive effective campaigns on all formats of media across the country. Furthermore, the study has unshielded loopholes in complex legislation, poor implementation of existing laws, various aspects of marketing communication whose sole objective is to popularize tobacco products, which must be shunned at once. Influence of peers, friends, relatives and members of the family cannot be negated in adopting this social evil. The study may also open new horizons for future researchers to explore new ways to curb this menace from Pakistan and from the entire world in general.

Pakistan Journal of Social Sciences (PJSS).Vol. 32 No.1 PP 147-156, , 2012

The changing face of Madrassah and the proliferation of these schools in Pakistan can be directly... more The changing face of Madrassah and the proliferation of these schools
in Pakistan can be directly traced to the Zia–Ul-Haq rule when the
students of these seminaries were indoctrinated with a Jihadi ideology
and sent to Afghanistan to fight against Soviet occupiers. With official
state patronage, the number of these institutions today has multiplied
and today there are close to 50,000 of such institutions/schools in
Pakistan as compared to only 245 at the time of independence. It is
commonly thought that the pedagogical patterns are such that critical
thinking, analytical skills and creative faculties of the students of
Madrassah’s are suppressed and strained to the extent that sectarian
tendencies are encouraged. The critics are of the view that some
schools are involved to provide safe haven for the militants and
extremists working at training camps for militancy. The aim of this
paper is to know about the reform, its results and points of view, and
the reaction of the Islamic seminaries towards these Madrassah
reforms.

Journal of Educational Research. Vol. 15 No. 1, Pp.79-84, 2012

Usman Farooq, Ghulam Shabir, Abdul Wajid Khan and Rooh-Ul-Amin “Role of Pak- Bangladesh Media in ... more Usman Farooq, Ghulam Shabir, Abdul Wajid Khan and Rooh-Ul-Amin “Role of Pak- Bangladesh Media in Regional Integration” Journal of Educational Research. Vol. 15 No. 1, Pp.79-84, 2012. ISSN: 1027-9776 , 2019 Impact Factor 1.400, http://jer.iub.edu.pk/publications.php , (HEC Recognized Y Category).

Journal of Humanities, Social and Management Sciences (JHSMS), 2022

This research study attempts to inspect the job of the news media in a continuous peace process. ... more This research study attempts to inspect the job of the news media in a continuous peace process. This study also clarifies the peace contemplates and the current media rehearses at the local, national and international levels. Media networks are quickly reworking the conventional standards and conventions of war and struggle to announce. The qualitative descriptive research methodology has been used for this paper. This research has been conducted on the case study research because it involves a deep dive and thorough understanding of the data collection methods and inferring the data. Various research studies conducted during the period from 2000-2021 have been examined and selected for the present study. According to the research studies, media networks are quickly reworking the conventional standards and conventions of war and struggle to announce. This article supports the claim that researchers may promote social order and network peace-building efforts with the use of new medi...

Journal of Social Sciences & Humanities. Vol. 9 No.2 PP47-71, , 2011

Usman Farooq and Ghulam Shabir “Role of the Media in the Military” Journal of Social Sciences & H... more Usman Farooq and Ghulam Shabir “Role of the Media in the Military” Journal of Social Sciences & Humanities. Vol. 9 No.2 PP47-71, 2011,

Journal of Humanities, Social and Management Sciences (JHSMS), 2022

The Uses and Gratification Theory over the years has been found to be the central theory of Com... more The Uses and Gratification Theory over the years has been found to be the central theory of Communication which aptly describes what exactly people want to do when given the option to use the media. It has been seen that the development of the social media has bestowed a brand-new lease of life expectancy to this old-fashioned and obsolete theory. The reason why this study is being attempted is to explore the existing functions of the Theory of Uses and Gratification among university students who use tobacco. This research has employed Surveys and focus group discussions to elicit information from 1,000 respondents from the two major provinces of Pakistan: Sindh and Punjab, over two (02) year period beginning in 2016. The present quantitative study, while adopting survey as method of research is an effort to examine the views of 1,000 randomly chosen respondents under the age of 25, preferably from educational institutions, including Sindh and Punjab medical colleges. The study confirms the radical upsurge in the present usage of the social media by the masses which has once again renewed a belief in the once considered antiquated Uses and Gratification Theory functions and have in the process provided a plethora of the media uses that in its original form that the traditional media never could.

Journal of Namibian Studies - History Politics Culture , 2023

This research paper investigates the attitudes and perceptions of prime-time news viewer... more This research paper investigates the attitudes and perceptions of prime-time news viewers in Pakistan toward the ratings system. Specifically, the study focuses on three prominent news channels: Geo, Samaa, and Express. Understanding viewers' perspectives on the ratings system is essential asit can influence news channels' content selection, programming, and advertising strategies. Quantitative techniques and the survey method were applied. Stratified random sampling was utilized to obtain a sample of two hundred (200) News viewers respondents. Pakistani news channels, namely Geo News, Samaa, and Express-News. According to the results, Geo News is a highly preferred and trusted news channel, with a significant portion of the respondents considering it their primary news source. The survey alsoreveals that breaking news, negative news, and sensational content play important roles in attracting viewership and influencing the rating system for news channels. Additionally, there is a perceived correlation between high ratings and the inclusion of sensational news, which may indicate that the public's demand for sensational content affects news reporting to some extent. The study also revealed that the rating system plays a critical role in shaping media dynamics and content production, making it crucial to understand how it affects the information disseminated to the public.Keywords:Viewers, News Channels, Geo News, Samaa News, Express-News.

Humanities & Social Sciences Reviews, 2021

Purpose of the study: The present study analyses the impact of PTV infotainment and the educative... more Purpose of the study: The present study analyses the impact of PTV infotainment and the educative program Bazm-e-Tariq Aziz (Neelam Gher) on moulding the behaviours of youth in Pakistan. The purpose and, major focus of the study is to measure and analyses the effect of the Television program on youth education in Pakistan. Methodology: Quantitative method was used in this study. In this regard, survey was conducted from the population having diverse demographics viz: gender, age group, and education etc. Main Findings: The findings of the study depict that the PTV program Bazm-e-Tariq Aziz (Neelam Gher) has imparted knowledge, awareness, and education to the young population of Pakistan. Application of this study: The study may be applied to examine the learning behaviour of youth through infotainment programs aired on Television. Novelty / originality of this study: Electronic media plays a significant role in the dissemination of knowledge and education. Since the inception of Pak...

Asian Journal of Social Sciences Humanities, Aug 1, 2013

During the course of this research paper the researchers intend to assess what are societies, cul... more During the course of this research paper the researchers intend to assess what are societies, culture and mass media; the circumstances and conditions that make the three of them to be interlinked. What are the effects of mass media on culture and society? and whether these effects are positive or negative. What is the role of mass media in creating globalization, modernization and how does it promote cultural invasion of dominant powers that control the forms and contents of the mass media. This cultural invasion through mass media is literally helping in creating global culture all across the world especially in underdeveloped countries and thus these countries are losing their own cultural heritages gradually. Because of the cultural promotion of the dominant powers by mass media in underdeveloped countries the new generations of these countries are ignorant of their own local cultures, norms and values, which is a great dilemma of today. This is an issue of international concern and needs an effective solution of the problem, because different nations are recognized and remain distinguished from each other on the basis of their cultural differences.

Humanities & Social Sciences Reviews, 2021

Purpose of the study: This research is a humble effort to ascertain what constitutes the connecti... more Purpose of the study: This research is a humble effort to ascertain what constitutes the connection between our prevailing societies, culture, and mass media; it is an effort to delve into the realm of the circumstances and conditions that cause the three of them to be intertwined. Methodology: Qualitative research method has been used to analyze & explore the confusing and increasing connection between predominant societies and mass media. Main Findings: The cultural effervescence, richness, and vibrancy of the globe are at stake and this cannot be further ignored. Because of the unrelenting cultural promotion of the dominant powers by the use of the media in the developing world, the younger generation is blissfully unaware of the rich local cultures, traditions, and values that their predecessors held in these countries. Application of the study: The present study may be applied to understand the consequences of Mass media after its advancement & globalization.

Wah Academia, 2024

"Remittances Review" , 2024

Migration Letters,, 2024

Indian Journal of Economics and Business, Vol. 20 No. 2 (HEC recognized X-Category), 2021

Journal of Islamic Countries Society of Statistical Sciences (J-ISOSS), Vol. 8 No. (2). 2022 (HEC recognized Y-Category), 2022

Remittances Review, 2024

Onomázein, 2023

Journal of Education Culture and Society, 2021

Journal of Humanities, Social and Management Sciences (JHSMS), 2022

Elementary Education Online, 2020; Vol 19 (Issue 4): pp. 5167-5176 , 2020

Paradigms, 2020

Abstract : The consumption of tobacco products and exposure to tobacco smoke is generally consid... more Abstract :

Pakistan Journal of Social Sciences (PJSS).Vol. 32 No.1 PP 147-156, , 2012

Journal of Educational Research. Vol. 15 No. 1, Pp.79-84, 2012

Journal of Humanities, Social and Management Sciences (JHSMS), 2022

Journal of Social Sciences & Humanities. Vol. 9 No.2 PP47-71, , 2011

Journal of Humanities, Social and Management Sciences (JHSMS), 2022

Journal of Namibian Studies - History Politics Culture , 2023

Humanities & Social Sciences Reviews, 2021

Asian Journal of Social Sciences Humanities, Aug 1, 2013

Humanities & Social Sciences Reviews, 2021

Contemporary Issues and Challenges in Social Sciences and Management, 2022

1. Dr. Muhammad Umair Chaudhary, Dr. Sobia Usman, Dr. Usman Farooq. (2022). THE POWER AND INFLUE... more 1. Dr. Muhammad Umair Chaudhary, Dr. Sobia Usman, Dr. Usman Farooq. (2022). THE POWER AND INFLUENCE OF MASS MEDIA ON THE SOCIETY. In Dr. Sandeep Kumar (Eds.), Contemporary Issues and Challenges in Social Sciences and Management, (pp. 120-125). Zittau, Germany: Weser Books.