Journal of Media and Entrepreneurial Studies最新文献

{"title":"Semiotic Analysis of Gender in Advertisements Displayed in Punjab and Khyber Pakhtunkhwa (KPK)","authors":"Tariq Habib, Dr. Faiz Ullah, Dr. Muhammad Farooq","doi":"10.56536/jmes.v4i.47","DOIUrl":"https://doi.org/10.56536/jmes.v4i.47","url":null,"abstract":"Gender portrayal in advertising is a critical aspect of understanding how societal norms and expectations surrounding gender roles and identity are constructed and reinforced. Many studies have examined the representation of gender in advertising, but little research has been done on outdoor billboard advertising, especially from a Pakistani perspective. This study aims to fill this gap by investigating how gender is portrayed in international, national, and local ads in both the Punjab and Khyber Pakhtunkhwa (KPK) provinces, using semiotic analysis as the method of inquiry. A sample of 360 billboards was selected using purposive sampling, and the study was grounded in Ferdinand de Saussure's theory of social semiotics and Charles Sanders Peirce's philosophy of signs. The findings revealed significant differences in the portrayal of gender across different product categories in outdoor advertising, as well as differences between the two provinces. Women were often objectified, and gender stereotypes such as the idea that women should be responsible for household duties, nurturing roles, and male dominance were commonly depicted in both provinces. The study highlights the need for policymakers and industry professionals to establish codes of ethics for gender representation in outdoor billboard advertising in Punjab and KPK.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390547","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Portrayal of Muslim Female Character: A Critical Study of Bollywood Movie Raees","authors":"Muhammad Tariq, Dr. Aasima Safdar, Dr. Muhammad Jawed Aslam","doi":"10.56536/jmes.v4i.43","DOIUrl":"https://doi.org/10.56536/jmes.v4i.43","url":null,"abstract":"The Indian film industry provides a huge source of entertainment to the masses not only in India but also across the borders as well. With the help of artistic fictional expressions, it not only caters to locating facts and realities in the contemporary social structure but also has the undeniable capacity to persuade viewers in a certain way. Indian cinema or “Bollywood” has marked its place in the minds of its consumers and consequently restyled their perceptions about the world around them. There is a variety of subjects, issues and cultures that are projected by the Indian cinema. Amongst them, the portrayal of Muslim females has been the popular theme of Indian cinema. However, Muslim characters like women remain subject to bias. To dissect this phenomenon in Bollywood, present study is an attempt to examine the depiction of Muslim women in Bollywood. For this purpose, Movie, “Raees” (2017) has been selected. Norman Fairclough’s three-dimensional model of Critical Discourse Analysis (2003) used as the methodological framework.  Under the theoretical realm of framing theory, this study focuses on the portrayal of the female character in the Bollywood movie Raees. The study concludes that Muslim women are being portrayed as disconnected from their religious beliefs.\u0000Keywords: Framing, Muslim women, Critical discourse analysis, Bollywood, Raees,","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 38","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140389964","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Deconstructing Gender and Marital Stereotypes: Critical Analysis of Song Lyrics in Pakistan","authors":"Rabia Noor, Maryam Missal","doi":"10.56536/jmes.v4i.44","DOIUrl":"https://doi.org/10.56536/jmes.v4i.44","url":null,"abstract":"This article examines the intricate world of Pakistani song lyrics, aiming to unveil the reinforcement, glorification, and normalization of gender roles and marital stereotypes within Pakistani society. Grounded in cultivation theory, it investigates how the repetitive exposure to these songs may significantly influence passive audiences, shaping their perspectives on societal norms and gender dynamics. Drawing from feminist theory, the study critically examines these lyrics, scrutinizing the presence of negative gender roles and marital stereotypes. Combining feminist theory with critical discourse analysis, this research sheds light on the complex, nuanced, and sometimes overt ways in which deeply ingrained gendered generalizations and hegemonic power dynamics are discursively constructed, reinforced, negotiated, and questioned in diverse contexts and societies. The study underscores the imperative of moving beyond critical analysis to advocate for genuine transformation in addressing gender inequities. By peering into the world of Pakistani song lyrics, this research contributes to the ongoing discourse on gender roles, stereotypes, and societal change.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 45","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390046","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social Media Adoption in Tourism Promotion and Tourist Intention: A Diffusion of Invovation Approach","authors":"Dr. Sobia Shahzad, Fakhta Zeib, Naeemullah Tariq","doi":"10.56536/jmes.v4i.49","DOIUrl":"https://doi.org/10.56536/jmes.v4i.49","url":null,"abstract":"The tourism industry's reliance on social media as a potent marketing and promotional tool is increasingly evident, with platforms offering unparalleled reach and engagement with potential travelers. This research employs the Diffusion of Innovation (DOI) Theory to investigate the adoption and spread of social media platforms within the tourism industry. Using a sample of 300 respondents, selected through snowball sampling, the study employs Structural Equation Modeling (SEM) with Smart PLS to analyze the data. The research aims to understand the relationship between social media usage by different entities—government and official authorities, influencers, and tourism organizations—and its impact on tourism promotion and travelers' plans. Results indicate a significant positive relationship between government and official authorities' adoption of social media and the promotion of tourism. Similarly, social media use by influencers and tourism organizations positively influences tourism promotion. Moreover, this study underscores the substantial influence of government-backed promotions and those supported by tourism organizations on the future travel plans of tourists. Notably, these promotional efforts play a crucial role in shaping the decisions of prospective travelers. In contrast, the research found a negligible impact of influencers' promotion on individuals' travel plans. The study's model, explaining 57% of the variance, attests to its predictive accuracy and concludes that in the contemporary digital era, the tourism industry's adept utilization of social media platforms, particularly through government and tourism organizations, emerges as a powerful force that significantly molds tourists' plans and contributes substantively to the industry's sustainable growth.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390603","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Organizational Image Management in Digital Age: Exploring the Tools and Strategies of Public Relations in Sultanate of Oman","authors":"Dr Muhammad Usman Saeed, Hafiz Muhammad Usman Nawaz, Ather Mahmood","doi":"10.56536/jmes.v4i.46","DOIUrl":"https://doi.org/10.56536/jmes.v4i.46","url":null,"abstract":"This study examines the tools and strategies of public relations (PR) in Oman with reference to the digital age. It adopts a qualitative approach, conducting in-depth interviews with eight PR practitioners from different organizations in Oman. The study explores how PR practitioners use social media, especially Instagram, to build and maintain the image of their organizations and how they perceive the challenges and opportunities of digital PR. We found that social media is the dominant tool for PR in Oman, as it allows for direct and interactive communication with the public and enhances the visibility and credibility of organizations. However, there are also some limitations and risks of social media, such as the lack of control over the content, the possibility of negative feedback, and the digital competencies of public relations practitioners. We also discuss the implications of the findings for the theory and practice of PR in the Sultanate of Oman. The study suggests providing training and arranging workshops for public relations practitioners to enhance their digital competencies, specifically artificial intelligence (AI). \u0000Keywords: Digital Media, Public Relations, Organizational Image Management, Sultanate of Oman","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 21","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"NOOR: Illuminating Vitiligo through Cinematic Entrepreneurship and Social Change","authors":"Tayyiba Sabir, Dr. Bilal Khalid, Maham Iqbal, Dr. Khalid Rashid","doi":"10.56536/jmes.v4i.41","DOIUrl":"https://doi.org/10.56536/jmes.v4i.41","url":null,"abstract":"The moving and inspiring short film NOOR explores the experiences of those impacted NOOR is a moving and thought provoking short film that delves into the lives of people affected by Vitiligo (Pulberi). The disease causes depigmentation of the skin, causing white patches of skin on the body. The film highlights the tests, trials, and consequential successes faced by such a person, all the while learning to accept oneself as one is with the resultant self-confidence. The aim of this treatise is to develop an impactful cinematic experience that portrays the unique experiences of persons who suffer from Vitiligo, including psychological misery, suffering social stigma, and the resultant effects on self-esteem and confidence. The much-needed unknown disorder is shown in the film so that its psychological effects and the tribulations faced by people who have it can be seen. The drive to delve into the topic of Vitiligo stems from the necessity to discuss uncomfortable subjects that are usually misunderstood and face social stigma. Vitiligo imposes a significant effect on one’s mental status, self-esteem, and self-confidence, not to mention its visibility. The crux of the film revolves around the theme of a person suffering from Vitligo who has a driving passion to create a career in athletics, which is hindered due to her condition. The entrepreneurial component of this endeavor is conceptualizing NOOR's potential beyond its function as a film. It acts as a model for a broader commercial project—a whole multimedia platform focused on raising awareness and empowering individuals with Vitiligo. This platform goes beyond conventional cinema by including interactive experiences, educational tools, and a community involvement program. The main objective is to utilize this film representation not just for educational purposes but also as a stimulus for societal contemplation, encouraging conversations regarding traditional beauty norms, and nurturing a more comprehensive and compassionate community. This method harnesses the potential for entrepreneurship by creating engaging visual material and generating chances for social change and empowerment focused on Vitiligo.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390467","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of TV Advertising on Decision-Making of Consumers in Pakistan","authors":"Dr. Aemen Khalid, Amna Amin, Rida Nasim Butt","doi":"10.56536/jmes.v4i.42","DOIUrl":"https://doi.org/10.56536/jmes.v4i.42","url":null,"abstract":"Television advertising has proven to be an effective tool for introducing new products and influencing customer behavior and decision-making processes. This study analyzes the \"Impact of Television Advertisement on Consumer Decision Making in Pakistan.\" The researcher collected data using the survey method and a questionnaire. 300 female consumers were chosen from three regions of Lahore (Karim Park, Gulshan e Ravi, and Defense) based on demographics such as age, education, and income. The data was examined using univariate and bivariate methods of statistical analysis, and conclusions were drawn. The hypothesis was verified using the test for statistical significance, Chi-Square, which confirmed that 'More Nesvita TV ads, more acceptances in actual life among customers'. It was discovered that television advertising had a significant impact on consumers' cognitive functions such as searching for information and alternative selection. The findings provide useful information about the efficiency of Nestlé Nesvita TV advertisements and their impact on consumer decision-making processes in the Pakistani market.\u0000 ","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140390787","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Influence of Social Media on Entrepreneurial Identity and Self-Presentation","authors":"Shahbaz Aslam, Babar Hussain, Dr. Shahid Hussain","doi":"10.56536/jmes.v4i.37","DOIUrl":"https://doi.org/10.56536/jmes.v4i.37","url":null,"abstract":"This research paper examines how social media influences entrepreneurial identity and self-presentation. Social media provides entrepreneurs with a unique platform to showcase their ventures, interact with stakeholders, and present their desired selves to the public. This study analyzes the influence of social media platforms on the construction and portrayal of entrepreneurial identity and self-presentation. The theoretical foundations for the study were taken from self-presentation, impression management, and identity construction on social media. This study investigates the way entrepreneurs’ brand themselves across social media platforms. For this purpose, we employed a mixed-methods approach, performing content analysis of social media profiles of entrepreneurs and interviews with stakeholders. The findings of the study reveal that entrepreneurs use content curation, visuals, text, and storytelling as techniques and tools to present and project their entrepreneurial identities. The analysis further reveals that the use of tools and techniques is the key strategy for entrepreneurs to capture the audience and to convey and convince them by keeping them engaged and expressing a strong association with the audience. The findings of the study are an attempt to add to the growing body of knowledge about social media, entrepreneurship, and audience perception by highlighting the challenges, opportunities, and scope of the emerging social media platforms.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140389791","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Emerging Online Trends of Fashion Brands Buying: A Post-Pandemic Analysis","authors":"Tayyaba Akmal, Zahid Bilal, A. Wahid","doi":"10.56536/jmes.v4i.48","DOIUrl":"https://doi.org/10.56536/jmes.v4i.48","url":null,"abstract":"The COVID-19 pandemic emerged as a stronger predictor of transforming the world into a virtual world of social media and online communities. The year 2020 was seen as extraordinary amidst the pandemic, witnessing online trends in advertising, services, and buying. To understand this shift in online trends, this research used the adaptive structure framework, which suggests how technology helps users in decision-making. This study analyzed the audience’s buying behavior and the construction of social relationships in early & post-pandemic times, employing a longitudinal survey design. From November 2020 to July 2023, 3 surveys were conducted among Pakistani audiences, with a sample size of 200 each time. Results suggest that, after the pandemic, audiences explore the social media content of fashion products before actually buying them.  Additionally, the online presence of fashion products, the adoption of technological applications in the fashion industry, and the role of social media as a tech assistant simultaneously affect the buying habits and social relationships of users.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140389671","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Resilience-Focused Approach: Exploring Practices of Pakistani Journalists in Covering Flood Risk","authors":"Dr. Atif Ashraf","doi":"10.56536/jmes.v4i.36","DOIUrl":"https://doi.org/10.56536/jmes.v4i.36","url":null,"abstract":"Climate change is a global risk since its origins and consequences transcend national boundaries. Non-Western media has also begun to recognise climate change as a significant issue that must be addressed. Despite its nominal national emissions and accounting for only 0.50% of global emissions, Pakistan is facing particularly severe consequences from disasters, floods, droughts, rising temperatures, cyclones, and rising sea levels as a result of global emissions. (Worldometers, 2023). Pakistan has been deemed at high risk of catastrophic climate events such as floods, storms, melting glaciers, landslides, rising sea levels, droughts, and food shortages by the World Bank. To avoid these impending tragedies, climate change supporters have emphasised the use of media for mass awareness, both at the policy and public levels. This study examines resilience-focused journalism in flood risk coverage in a climate-affected country like Pakistan. Journalists covering weather-related topics were questioned in order to investigate resilience-focused journalism practices based on motivation, techniques, and the impact of prominent news channels' coverage of flood risk. This study investigates the motivations, tactics, and impact of media coverage of flood risk in Pakistan, and it adds to our understanding of risk communication and news production practices by focusing on why and how broadcast journalists were unable to communicate flooding risks and influence policy change. The data was evaluated using thematic analysis after semi-structured in-depth interviews were done.\u0000 ","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":" 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140389951","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}