Academic Publications

Comparative Study of Urdu and English Newspaper Headlines of Pakistan: Different Representation, Same News


This study evaluates the reporting of major bomb blasts in Pakistan within few months of the inception of the present government. It’s important to comprehend how the print news media, is handling and reporting certain events. Since news media has a powerful role to play in modern world, it’s vital to understand how media portrays same events in different perspective. Essentially, this paper analyzes the news headlines through critical discourse analysis, from 2 daily English and Urdu newspapers respectively from June to September 2013. It also expounds how a same event is reported differently based on the respective news media ideology, thus focusing on the agenda-setting aspect of the news. Urdu newspapers, which enjoy a larger readership, mostly sensationalize the news, whereas English newspapers adopt a milder tone. Through Critical Discourse Analysis it has become clearer that even the headlines have varied interpretations based on the newspaper.

(Published in International Journal of Humanities and Social Science –  IJHSS)

Visual Analysis of Absolut Vodka: the campaign of ingenious creativity


This study examines the advertisement techniques used by alcoholic drinks, especially Absolut Vodka, as this brand presents a unique amalgamation of creativity and the successful execution of their objectives, while carefully considering the culture and social norms of the target audience. The idea is to attract the consumers by applying simple but effectively varied approaches. Here, the study aims at analysing the print media ads, therefore, the use of Critical Discourse Analysis (CDA) as presented by Norman Fairclough, Stuart Hall and Kress & van Leeuven. Fairclough was more concerned with a 3D model, also Stuart Hall’s approach of coding and encoding is used to establish the framework for print ads. The visual analysis tools of Kress and Van Leeuven will be used. These combined theories helped in devising a working framework to analyse each ad with regards to its position, theme, and discursive message. Finally, this study examines the theoretical elaboration of the impact of message as received by the consumers.

(Published in Asian Journal of Social Sciences and Humanities – AJSSH)

Humorous Insights: Setting the Agenda through Political Cartoons of POTUS


In the modern dynamic and fast paced life, media have devised many techniques and approaches to send the message across the board that is short, succulent and crisp. Political grounds are tricky to tread. Therefore, political cartoons have become a powerful source of media discourse as one image, a short caption and sometimes no caption at all, convey the message most effectively. The US presidential Election campaign, the victory and the time before the inauguration of the US President Donald Trump provided a field day to many online newspapers across the globe. The POTUS victory was presented comically yet sarcastically as a social commentary. Using multi-modal critical discourse analysis of the visual rhetoric, this paper aims to analyse the effectiveness and agenda setting aspect of 5 political cartoons published in 5 different countries. The cartoon images are viewed through the presentation of the subject, visual metaphors and spatial arrangements; which are based on the discursivity of the audience. Findings show that political cartoons not only give the audience a useful humorous insight into the minds of the general public, electorate and in our case, the global perception of POTUS but also set the agenda through the Presentation, Intensification, Identification and Implementation techniques.

(Published in: Istanbul University Faculty of Communication Journal)