Mass Communication

Distinct Society individuals based on gender. This stratification leads to unequal power relations within society, particularly in media organizations. With the technological changes, gender expectations and women's participation in society is transformed. In Pakistan, gender roles and expectations are still ingrained in the patriarchal life. In this context, we investigated women's status in Pakistani media by exploring their position in the newsroom, their career advancement, and the role that harassment and discrimination play in professional attainment. The primary objective of this study involves exploring women in journalism from different perspectives. We used a cross-sectional design accompanied by Structural Equation Modelling to investigate the relevant phenomenon. We selected a sample of n= 224 female journalists using the stratified sampling method and executed close-ended surveys for the data gathering purposes. Findings indicated that women's experiences in the newsroom echo the struggle for survival as they are confined to soft beats with no recruitment policy specified for their induction. However, to cope with the persistent challenges, women journalists have also adopted masculine traits and routines to fit within the journalistic culture. Therefore, we conclude that journalists career in the media and be competent enough to make media organizations if opportunities are given.

YouTube grow into one of the potential commercialization platforms after the inception of the Internet. Users can decide the content of the video by subscribing to popular trends. This research also aims to examine the motivation behind YouTube usage among the young generation in Pakistan. The researchers employed a descriptive quantitative approach and gathered data from n= 105 respondents from young students. Results indicated that the YouTube watching pattern among the students of AIOU showed that students use YouTube to satisfy their cognitive needs and gratify their personal, effective, and social integrative needs. Students also use YouTube for tension release. The majority of the students of AIOU use YouTube to get extra information about the topic they want to prepare for their exams. The students use YouTube to clear their concepts about specific topics and courses. Thus, it is concluded that students watch an aspiring video on YouTube, and they not only get entertained and...

Instagram usage and its effects on the self-perception of university students in Lahore were investigated. The effects of its use on the self-perception of university students have been found through quantitative research design using survey method. Multistage sampling was utilized for the selection of the sample. In the first stage, the sample was selected from three universities. In the second stage,departments were selected for each university. In the third stage, the sample was further selected from the education, mass communication,psychology, and computer science departments. The results showed that users visit Instagram more than a few times a day and look at the lives of others through their photos. After comparison, Instagram users become unhappy about their lifestyle and dissatisfied with their bodies. The users do not get relaxed rather frustrated. Users are interested in presenting themselves like celebrities; they use filters and crop their photos to present them beauti...

Internet and social media consumption has increased dramatically all over the world. The usage of internet and social media has opened new horizon for political actors and their audiences. The current study explored the usage as well as the power of social media in creating political awareness and formation of political attitude. Five public sector universities of Khyber Pukhtoon Khwa were selected for the study. The sample of 500 students was drawn through the stratified sampling technique. To accomplish the objectives and hypotheses of the current study cross-sectional survey design was adopted. A well structured questionnaire was developed to collect the data of all the dependent and independent variables of the studies. The data was analyzed with the help of SPSS 21.0 Version applying statistical test of Pearson correlation .The results shows that there is a positive correlation between social media and political attitude formation of the respondents. Keeping in view the importance of topic it is recommended that the study should be expanded to the whole country to get more valuable results regarding social media use and political communication.

Five commercial pectinases were used to investigate efficacy for improvement of juice yield and quality from Stanley plums. Pectinases, to a varying degree, improved the yield, color-assayed as release of anthocyanins, and clarity of the juice. A significant increase in the effectiveness of pectinases was observed as the concentration was increased from 0.01 to 0.60% v/w. However, at concentrations > 0.20% they tended to impart a bitter flavor in the juice. Among five pectinases, Clarex L at 0.20% produced higher yield and a sediment-free clear juice.

Polyphenol oxidase (PPO) was extracted and purified from Stanley plums (Prunus domestica L.) Crude PPO showed pH optima of 5.8 to 6.4 with different substrates. Heating for 5 min at 75C completely inactivated this enzyme. Plum PPO was stable at -20C for 16 weeks. Kmof this enzyme ranged from 17.5 mM with 4-methylcatechol to 31.2 mM with chlorogenic acid. The enzyme was purified 36-fold through (NH4)2SO4 fractionation and chromatography on DEAE-cellulose and Sephadex G-100. PAGE of crude and purified plum PPO showed 7 and 3 bands, respectively, when stained for activity with catechol. The molecular weight of 3 subunits of purified PPO was estimated in the range of 45–66 kD.

Red pears had higher PPO activity, total phenolics and chlorogenic acid concentration than Bosc pears. PPO activity and phenolics both decreased in fruits held at room temperature. pH and temperature optima for Bosc and Red pears PPOs were 5.0 and 5.5, and 20 and 23C, respectively. 4-Methylcatechol, catechol and dopamine were good substrates for PPO from both pear cultivars; however, no activity was observed with any of the mono-hydroxy substrates studied. Higher Km and lower Vmax values were observed for Bosc pear PPO. Heating at 75C for 30 min completely inactivated the enzyme from both cultivars. Heating at 55 and 65C for the same duration resulted in partial inactivation (45–60%) of this enzyme. Ascorbic acid, L-cysteine, sodium metabisulfite and thiourea effectively inhibited browning due to pear PPOs.

Stanley plums were processed into pastes by heat concentration to 25 and 30°Brix. the soluble solids of these two pastes were increased to 40 and 45°Brix, respectively, by sugar addition. the influence of processing techniques on the physicochemical and sensory characteristics of pastes was evaluated. Heat concentration resulted in a significant decrease in titratable acidity, total anthocyanins and total pectin. Pastes showed pseudoplastic behavior within the shear rate range of 20 to 100 rpm. Sugar addition had darkening effect on color, but no noticeable effect on rheological properties of the pastes. It was not feasible to concentrate plum pastes beyond 40°Brix. Paste pH was not affected by processing conditions. Sensory evaluation indicated that preference could be adequately predicted by flavor and color under the condition that °Brix/acid ratio was suitable.

Stanley plums were processed into purees and then pastes by heat concentration to 25 and 300 Brix. The Brix of these two pastes was increased to 40 and 450, respectively, by sugar addition. Pastes were stored at 4 and 22 ± 2C in the dark for up to 24 weeks. Physical-chemical characteristics and microbiological quality were determined at 4 week intervals. Sensory evaluation was conducted at 0 and 24 weeks. Total solids, water activity, rheological properties and microbiological quality were stable during storage. Total acid, total anthocyanins, total pectin and Hunter ‘L’ and ‘a’ values decreased significantly during storage (P < 0.01). The degradation rate of total anthocyanins was much higher for pastes stored at 22C than those at 4C. Hue angle and Hunter ‘b’ values increased during storage. Sensory evaluation indicated that pastes were still acceptable after 24 weeks of storage.

Total phenolics and chlorogenic acid in different plum cultivars ranged from 262 to 922 μ/g and 33 to 103, μg/g, respectively. Stanley plums had the highest polyphenol oxidase (PPO) activity and chlorogenic acid to total phenolics ratio as compared to all other cultivars. Degradation of anthocyanins in the juice made from Stanley plums was directly related to the level of PPO in the juice. Among PPO inhibitors, L-cysteine and sodium metabisulfite (at 0.5 and 1.0 mM) were effective in minimizing degradation of anthocyanins. Anthocyanins in the juice samples were heat stable and pasteurized juice showed acceptable microbial quality.

Juice from six plum (Primus domestica L.) cultivars, Au Red, Abundance, Pobeda, Shiro, Peach Plum and Early Golden, was extracted using 0.2% Clarex® L pectinase. The juice was processed as high temperature-short time (HTST)-unfined juice, fined juice or HTST-fined juice, and analyzed for yield, clarity, pectin content, soluble solids, pH, titratable acidity, color, sugars, total anthocyanins and total phenolics. Pectinase treatment resulted in 41–214% increase in juice yields, with highest increase for Au Red. Enzyme-extracted juice averaged 54% lower pectin than controls, and fining further reduced pectin. Enzyme treatment also improved juice soluble solids and color. A consumer type sensory panel indicated juice from Abundance, Pobeda and Peach Plum had best flavor and acceptability.