Artificial intelligence (AI) is intervening in the media industry and revolutionizing the concept of news anchoring and reporting through AI characters. Discover Pakistan, a Pakistani mainstream TV channel, launched the first AI talk show, as claimed by the CEO of the channel, Mr. Qaisar. It showcased one AI clone of Mr. Qaisar himself with three other AI characters of different nationalities. This research intends to discourse on the semiotics of representation of nationality, religious connotations, gender implications, and political evaluation of AI characters portrayed in the program. The study incorporated representation theory to highlight the value and the meaning of reality through the optics of AI and its implications in the future of the media industry. Results denoted that there are generalized judgments about religious association, political disinformation, virtual nationalism, and the prevalent idea of surrendering before AI. This study further highlights the importance of AI in promoting culture through tourism and emphasizes the need to utilize AI for more beneficiary purposes.

In recent years, memes have become the most crucial activity all over social media. Memes have become a new trend among youth. In communication and satire internet memes have grasped a lot of attention. Satire has become an essential tool in terms of controlling public opinions. Aim of this study is to analyze the memes on three populous political leaders (Imran Khan, Donald Trump and Narindar Modi) on Facebook pages. Four memes are selected of each politician using purposive sampling based on the likes and profile pictures that seem attractive. The reason to choose these politicians is the populous regime in three different countries. The results revealed that satire and taunts used in the memes against the elected politicians; the satire and the humor are used in a creative way to represent the situation and the circumstances politicians have created. These memes are creating new ways of political communication on social media and creating new political discourse.

Aim of the Study: This research seeks to explore the perception of young parents about YouTube as a source of learning for their children. Methodology: The research incorporates qualitative research design, conducting in-depth semi-structured interviews of 10 young parents, who have kids aged between 1-5 years. The couples are selected through convenient sampling technique from Lahore. The researchers adopted cognitive development theory and social learning theory as theoretical framework for this study. The researchers used thematic analysis to analyse the data. Findings: The findings of the current study highlight that YouTube is playing an important role in language learning through phonics and rhymes, inculcating etiquettes, object recognition and pre-school education (alphabets and numbers recognition). YouTube also plays a role in familiarizing the children with global culture and it contributes to their personality development. However, the study also reveals that children are also learning aggressive behavior and that they tend to engage more with the digital world rather than physical one. The children are also learning different patterns of social interaction, while watching videos on YouTube. Conclusion: The study adds to the body of knowledge in terms of explaining the dimensions of YouTube consumption among children and contribute to the discussion on the role of technology in the development of early childhood.

Floods are among Pakistan’s most common and devastating natural disasters, and they are becoming increasingly frequent and intense as a result of climate change, glacial melt, accelerated urbanisation, and weak governance. While coverage of climate change in 2025 has improved compared to 2010 and 2022 in terms of attention to climate change, it still silences local voices and long-term resilience narratives. However, much of the literature on disaster reporting in Pakistan has been descriptive, focusing on one-off events rather than situating them within wider framing theories, agenda-setting, and disaster journalism. This study employs qualitative document analysis (QDA) of a sample (n = 300) of media texts from five mainstream Pakistani media outlets (print and broadcast) published between June and August 2025. Drawing on framing theory and using a hybrid coding framework, this study examines causal attribution, impact reporting, actor representation, and narrative patterns. The results show ongoing sensationalism and political blame frames, low inclusion of community voices, and competing discourses of climate change versus nationalist explanations (especially cross-border water politics). This study contributes to global conversations about disaster communication by demonstrating the role of media in fragile governance settings to reveal and obscure the structural causes of vulnerability. Theoretically, it broadens framing and agenda-setting scholarship by showing the simultaneous functioning of dual causal narratives, scientific (climate-induced) and political (nationalistic). It also provides policy recommendations for more inclusive, accurate, and resilient disaster reporting.

Cartoons and animated world of feature films absorb a considerable amount of a children's viewing time and undeniably questionable in terms of their content. The objectives of this study is to investigate the impact of cartoons on children’s behaviour. Researcher used stratified and purposive sampling techniques for analyzing the conduct of children. The focus group encompassed of 92 children. This study covers those cartoons which are shown in Pakistan or in dubbed in Pakistan. The study also covered the Free Animation Movies available on YouTube. For fulfilling the purpose of this study, the researcher used focus group, age 6 to 10 from different cities of Punjab. Using purposive sampling, the selected groups of children were shown cartoon animation movies. The findings of this study suggests that the cartoon animated movies effect on the children differently. Researcher observed cartoons and specific characters have a dark side that seriously harms a child's social and mental development. This study also examines how the psychology of school-age children is affected by the Cartoon Network, and how this affects not only their conduct but also their ability to persuade their parents to buy accessories featuring posters of their favorite cartoon character.