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.

Aim of the Study: This research aims to comprehensively understand the multifaceted impact of smog on public health and the role of media coverage in shaping public perception in the context of Pakistan's smog crisis. Methodology: Utilizing framing theory and agenda-setting theory, this study employs content analysis of 69 news clips from three major news channels—City 42, SAMAA TV, and ARY News—to investigate their reporting patterns on smog-related issues. Additionally, 20 semi-structured interviews with medical professionals provide deeper insights into the medical perspective on smog's health impacts, diagnosis, treatment, and preventive measures. Findings: The study reveals the significant impact of smog on public health, with media coverage playing a crucial role in shaping public perception. While government initiatives and academic seminars contribute to awareness, media coverage often lacks depth and accuracy, potentially biasing public understanding of smog-related risks. Conclusion: The findings underscore the urgent need for comprehensive and accurate media coverage to address the smog crisis effectively. Recommendations include enhancing media literacy, fostering collaboration between media outlets and healthcare professionals, and promoting evidence-based reporting to raise public awareness and foster informed decision-making.

Spreading false information about health-related issues on social media platforms has drawn significant attention from all over the world. In addition to this, the reliance on social media for news consumption has made it probable for false news to be disseminated extensively as it is not expensive, easy to use, and quick to send. During the COVID-19 pandemic, social media platforms have seen an increase in the sharing of information, which has also contributed to the propagation of deceptive, false, or fake news. This study intends to analyze news verification behavior, social disclosure behavior, and fake news spreading during the COVID-19 pandemic. The study was encouraged by the serious concerns that the widespread transmission of fake news is linked to public health, trust, and societal well-being. By utilizing a quantitative methodology, the data was gathered by an electronically administrated survey from social media users from different universities in Lahore by using a sample size of 400. The study has found that the general behavior of social media users is to not verify news from other sources, especially during crisis situations when the speed of news sharing increases. This lack of verification contributes to the spread of fake news. It has explored that disclosure behavior leads to the spread of fake news while news verification behavior has a significant negative relationship with fake news sharing.

The study focuses on understanding cross-cultural communication through DC and Marvel's superhero films and the influence of pop culture in Pakistan, with the intention of social development. The study aims to understand superhero films' psychological and cultural impact on Pakistani youth. This research adopts a qualitative approach; data is collected through in-depth interviews with semi-structured questionnaires. It's finding out that most youngsters are aware and familiar with the propaganda used in superhero films to have a large psychological and cultural impact. They accepted the adaptation and influence of superhero films in Pakistan is not limited to watching the films only but also promoting the superhero culture. The gender difference and violence in superhero films are also noticed by the audience with their perspectives. In addition, results demonstrate that superhero films also have a consumerism effect on Pakistani youth, shaping the consumer behavior that they love to buy superhero clothing, products, toys, stationary, etc.