Dr. Muhammad Yousaf
Designation : Assistant Professor
(Tenured )
Specialization : Communication Studies || HEC Approved Supervisor
Specialization : Communication Studies || HEC Approved Supervisor
Email : [email protected]
Dr. Muhammad Yousaf earned his doctorate in Communication Studies at the Communication University of China in 2018. He did his M.Phil from the University of the Punjab, Lahore. He is the recipient of three Gold Medals in M.Sc. Communication Studies from University of the Punjab, Lahore. Currently, he is associated as an assistant professor with the Centre for Media & Communication Studies, University of Gujrat, Punjab-Pakistan. Dr. Yousaf is trained in communication theory & quantitative research. He does research in media and public opinion, media effects, cross-cultural communication, and advocacy Journalism. He has published in Scopus indexed & SSCI journals such as Development Policy Review, Global Media & China, Information Discovery & Delivery, etc. Recently, he's working to investigate the media's consensus-building role at a societal level as a consequence of agenda-setting theory.
Research Interests || Media and Public Opinion || Media Effects || Intercultural Communication || Advocacy Journalism ||
- Phd,Communication University of China
- M.Phil,University of Punjab
- M.Sc,University of Punjab
- BA,University of Punjab
- F.Sc,Allama Iqbal Open University
- Matriculation,Lahore Board of Intermediate & Secondary Education
- Member Editorial Board Indonesian Journal of Communications Studies (Jurnal Studi Komunikasi)
- Journal Referee Journal of Media Studies
- Journal Referee Journal of Economic and Administrative Sciences (JEAS)
- Journal Referee Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies)
- Journal Referee Pakistan Journal of Social Sciences
| Student Name | Degree | Title | Status / Completed Year |
|---|---|---|---|
| Sidra Arif (2019). Impact of Media on Mate Selection Behaviour of Pakistani Youth: An Audience Survey. ||School of Media & Communication Studies || University of Management & Technology, Lahore | MS | Impact of Media on Mate Selection Behaviour of Pakistani Youth: An Audience Survey. | 2019 |
| Insa kamal (2019). The Role of Parental Mediation in Parent-Child Conflict regarding the the Children’s Use of Tablet/Mobile Phone. || School of Media & Communication Studies || University of Management & Technology, Lahore | MS | The Role of Parental Mediation in Parent-Child Conflict regarding the Children’s Use of Tablet/Mobile Phone | 2019 |
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1. Moneeba Iftikhar, Muhammad Yousaf, Syed Hassan Raza, Ogadimma C. Emenyeonu “Unraveling the nexus: exploring the interplay of mass media, personality traits and social norms in fostering protective behavior against smog” Global Knowledge, Memory and Communication, August 2024 DOI: https://doi.org/10.1108/GKMC-01-2024-0045
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2. Farhan Latif, Muhammad Yousaf, Zahid Yousaf “Television journalism in Pakistan: Historical evolution, challenges and prospects” Global Mass Communication Review, June 2024 DOI: https://doi.org/10.31703/gmcr.2024(IX-II).08
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3. Muhammad Yousaf, Asim Rizwan Talib “Comparative editorial analysis of Pakistan-India relations with reference to Kashmir issue during PML (N) and PTI regimes in Pakistani Press” Journal of Peace, Development and Communication, June 2024 DOI: https://doi.org/10.36968/JPDC-V08-I02-13
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4. Muhammad Yousaf, Insia Murtaza, Saba Javed, Zonera Khalid “Attitudes toward feminism in a patriarchal Muslim country: The impact of religiosity, background, gender, education, and sect” Journal of Peace, Development, and Communication, June 2024 DOI: https://doi.org/10.36968/JPDC-V08-I01-07
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5. Muhammad Ahmad Sheikh, Zahid Yousaf, Muhammad Yousaf, Ayesha Kiran “Digital migration and its impact on the programming of state broadcaster: Case of Radio Pakistan” Pakistan Journal of Humanities and Social Sciences, May 2024 DOI: https://doi.org/10.52131/pjhss.2024.v12i2.2222
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6. Tahir Mahmood; Emenyeonu C. Ogadimma; Syed Hassan Raza; Muhammad Yousaf; Sanan Waheed Khan “Verging war between two atomic nations: Delineating coverage of India-Pakistan water dispute in global press” International Communication Gazette, April 2024 DOI:
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7. Ayesha Kiran , Muhammad Yousaf , Zahid Yousaf “Navigating news consumption on social media: Exploring the impact of demographics on digital literacy” Global Educational Studies Review, March 2024 DOI: https://doi.org/10.31703/gesr.2024 (IX-I).15
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8. Fehmida Nawaz, Muhammad Yousaf “Event schemata of journalists’ plays integral role in describing foreign relations: A glimpse of Entman’s framing perspective through analysis of media framing of Pak-Afghan foreign policy during 2015-2021” Pakistan Languages and Humanities Review , November 2023 DOI:
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9. Mengyao Ma; Syed Hassan Raza; Muhammad Yousaf; Umer Zaman; Qiang Jin “Investigating the psychological, social, cultural, and religious predictors of COVID-19 prevention in digital age: A media dependency theory perspective” Vaccines, August 2023 DOI:
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10. Qiang Jin; Syed Hassan Raza; Muhammad Yousaf; Umer Zaman; Emenyeonu C Ogadimma; Amjad Ali Shah; Rachel Core; Aqdas Malik “Assessing how risk communication surveillance prompts COVID-19 vaccine acceptance among internet users by applying the situational theory of problem solving: Cross-sectional study” JMIR Formative Research, July 2023 DOI:
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11. An investigation into smartphone usage and nomophobia among journalists in Pakistan “An Investigation into Smartphone Usage and Nomophobia among Journalists in Pakistan” Human Nature Journal of Social Sciences, June 2023 DOI: http://hnpublisher.com/ojs/index.php/HNJSS/article/view/475
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12. Syed Hassan Raza; Muhammad Yousaf; Umer Zaman; Sanan Waheed Khan; Rachel Core; Aqdas Malik “Unlocking infodemics and mysteries in COVID-19 vaccine hesitancy: Nexus of conspiracy beliefs, digital informational support, psychological well-being, and religious fatalism” Vaccine, March 2023 DOI:
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13. Jiayue Gao; Syed Hassan Raza; Muhammad Yousaf; Amjad Ali Shah; Iltaf Hussain; Aqdas Malik “How does digital media search for COVID-19 influence vaccine hesitancy? Exploring the trade-off between Google trends, infodemics, conspiracy beliefs and religious fatalism” Vaccines, January 2023 DOI:
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14. Muhammad Yousaf, Zhengrong Hu, Syed Hassan Raza “News media exposure and community consensus on terrorism in a developing country: First and second level agenda-setting effects” Media watch, January 2023 DOI: https://doi.org/10.1177/09760911221130818
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15. Qiang Jin; Syed Hassan Raza; Muhammad Yousaf; Rehana Munawar; Amjad Ali Shah; Saima Hassan; Rehan Sadiq Shaikh; Emenyonu C Ogadimma “Ingraining Polio vaccine acceptance through public service advertisements in the digital era: The moderating role of misinformation, disinformation, fake news and religious fatalism” Vaccines, October 2022 DOI:
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16. Muhammad Yousaf; Muneeb Ahmad; Deqiang Ji; Dianlin Huang; Syed Hassan Raza “A cross-cultural comparison of ethnocentrism and the intercultural willingness to communicate between two collectivistic cultures” Scientific Reports, October 2022 DOI:
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17. Qiang Jin, Syed Hassan Raza ; Nasir Mahmood; Umer Zaman; Iqra Saeed; Muhammad Yousaf; Shahbaz Aslam “Exploring influence of marketing communication campaigns in promoting regenerative farming through diminishing farmers’ resistance to innovation: An evidence from Global South” Frontiers In Psychology, September 2022 DOI:
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18. Shafiq Ahmad Kamboh; Muhammad Ittefaq; Muhammad Yousaf “Editorial journalism and environmental issues in the majority world” International Journal Of Communication, May 2022 DOI:
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19. Fahid Munir, Muhammad Yousaf “Perception about media freedom: An analysis of the working journalists in Pakistan” International Review of Basic and Applied Sciences, April 2022 DOI: https://irbas.academyirmbr.com/paper_details.php?title=Perception_About_Media_Freedom;_An_Analysis_of_the_Working_Journalists_in_Pakistan
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20. Muhammad Yousaf; Syed Hassan Raza; Nasir Mahmood; Rachel Core; Umer Zaman; Aqdas Malik “Immunity debt or vaccination crisis? A multi-method evidence on vaccine acceptance and media framing for emerging COVID-19 variants” Vaccine, March 2022 DOI:
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21. Andleeb Ikhlaq, Muhammad Yousaf, Muhammad Ans “Impact of social media on the apparel purchasing behavior of female consumers” Journal of Media Studies, November 2021 DOI: http://journals.pu.edu.pk/journals/index.php/jms/article/view/5029
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22. Syed Hassan Raza; Muhammad Yousaf; Faryal Sohail; Rehana Munawar; Emenyeonu C Ogadimma; Jenny Marisa Lim Dao Siang “Questioning Binge-watching Adverse Outcomes during Covid-19 Pandemic: Moderating Role of Screen Time” Psychology Research and Behavior Management, October 2021 DOI:
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23. Munham Shehzad, Muhammad Yousaf, Nasir Mahmood, Emenyeonu C. Ogadimma “). Impact of Facebook usage on the political participation among women in Pakistan” Media watch, September 2021 DOI: https://doi.org/ 10.15655/mw/2021/ v12i3/ 165225
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24. Qiang Jin; Syed Hassan Raza; Muhammad Yousaf; Umer Zaman; Jenny Marisa Lim Dao Siang “Can communication strategies combat COVID-19 vaccine hesitancy with trade-off between public service messages and public skepticism? Experimental evidence from Pakistan” Vaccines, July 2021 DOI:
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25. Moneeba Iftikhar, Muhammad Yousaf “The impact of climate change coverage on public adherence towards health threat: An empirical validation of the health belief model” Sir Syed Journal of Education and Social Research, April 2021 DOI: 10.36902/sjesr-vol4-iss2-2021(402-413)
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26. Shafiq Ahmad Kamboh; Muhammad Yousaf “Human development and advocacy journalism: Analysis of low editorial coverage in Pakistan” Development Policy Review, September 2020 DOI:
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27. Muhammad Yousaf, Wanjiao Li, Zahid Yousaf “The news media exposure and polarization of public opinion regarding a health issue: The limits of social functions of agenda-setting” Global Media Journal-Canadian Edition, September 2020 DOI: . https://aiou.edu.pk /SAB/gmj /GMJ%20Spring%202020/03.pdf
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28. Muhammad Yousaf, Bushra H. Rahman, Zahid Yousaf “Constructing reality: Framing of the Kashmir conflict in dictatorial and democratic regimes in the Pakistani English Press” Media watch, September 2020 DOI: https://doi.org/10.15655 /mw/2020/v11i3/203045
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29. Syed Hassan Raza, Muhammad Yousaf, Tahir Mahmood, Hira Karim “Mediation of the superior-subordinate communication in determining work engagement among bureaucrats” Journal of Media Studies, July 2020 DOI: http://journals.pu.edu.pk/journals/index.php/jms/ article/view/3745
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30. Yali Zhang, Muhammad Yousaf, Yingqing Xu “Chinese traditional culture and art communication in digital era: Strategies, issues, and prospects” Journal of Media Studies, January 2017 DOI:
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31. Deqiang Ji; Zhengrong Hu; Muhammad Yousaf “Neighboring Competitor? Indian Image in Chinese Media” Global Media and China, September 2016 DOI:
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32. Muhammad Yousaf, Busha H. Rahman “Media Freedom for the loudest and powerful media owners? Neoliberalism a threat to Media freedom? ” Journal of Social Sciences and Humanities, September 2014 DOI: https://doi.org/10.31703/gesr.2024(IX-I).15
| Date | Title | Agency/Organization | Amount | Status |
|---|---|---|---|---|
| 2022-03-14 | No cure for what ails us: An Analysis of the Media-Constructed Disconnect between Human Development Issue and Possible Solution | Higher Education Commission of Pakistan | 4.87 Million | Funded and In Progress |