Pakistan Journal of Media Sciences

Use of Social Media Among Farmers: Uses and Gratification Approach

Bilal Ahmad — 2025-06-30

This qualitative study examines how farmers in rural Pakistan utilize social media platforms, specifically YouTube, Facebook, and WhatsApp, to fulfil their agricultural and informational needs. Guided by Uses and Gratifications Theory (UGT), the research investigates the motivations behind farmers’ digital media use, the types of content they engage with, and the perceived benefits and challenges of these platforms in their daily farming practices. Using semi-structured interviews with (n=17) farmers from Jand Tehsil in Punjab, the study identifies seven key themes: information seeking, professional development and problem-solving, social interaction and peer engagement, entertainment and stress relief, credibility assessment, weather forecasting, and adoption of new agricultural technologies. These themes align with UGT’s cognitive, instrumental, social, affective, evaluative, surveillance, and innovative gratifications. Findings reveal that farmers are not passive consumers but strategic and active users of social media. They use digital platforms to solve problems, share experiences, verify information, and make informed agricultural decisions. While social media serves as a crucial source of knowledge and an emotional outlet, trust and misinformation remain significant concerns. The study contributes to the growing field of digital agriculture by highlighting the lived experiences of rural users. It offers practical insights for policymakers, agri-tech developers, and extension services aiming to design more localized, inclusive, and effective digital interventions for smallholder farmers.

Violent Video Games and Aggression: Moderation Analysis of Family Monitoring to control Aggressive Behaviour among Pakistani PUBG Players

Dr. Zaheer Khan — 2025-06-30

In Pakistani society, there are growing concerns that violent video games are developing anti-social behaviour in the young generation. Among other video games, PUBG is under heavy criticism despite its popularity among youths. This study sought to understand empirically that is there any connection between playing PUBG and aggression. Moreover, the study investigated the moderating role of family monitoring in decreasing PUBG Play and aggressive behaviour. A virtual snowball sampling technique was used, in which self-rated responses from 1000 players were obtained. The study's findings showed a strong significant positive correlation between playing PUBG and a higher level of aggressive behaviour. The result of moderation shows that significant family monitoring exists. This moderation is properly working on the light users of PUBG whereas the heavy users exposed to the violence deviate from this supervision. The study recommended that all the stakeholders should play their role in educating the masses about the risk associated with playing excessive violent video games.

Conflict Journalism in Pakistan: The Interplay of Safety, Censorship, and Gatekeeping in the Tribal Regions

Muhammad Saad — 2025-06-30

Journalism in Pakistan's conflict and crisis zones, particularly the former Federally Administered Tribal Areas (FATA), presents significant risks to media professionals. Despite playing a crucial role in information dissemination, journalists working in these high- risk environments face severe threats, including targeted violence, abductions, censorship, low wages, and psychological trauma. This study examines the various challenges that affect the gatekeeping role of journalists operating in Pakistan's tribal areas. Using a qualitative research design, the study is based on in-depth interviews with fifteen (n=15) male journalists who have reported from conflict-prone regions. It investigates how factors such as physical insecurity, coercion by state and non-state actors, economic vulnerabilities, and editorial constraints impact journalists' professional responsibilities and ethical decision-making. The findings highlight that journalists work under constant fear, often self-censoring or complying with dominant narratives to avoid harm. Many lack proper training, insurance, or institutional support, which compounds the risks they face daily. The study contributes to the literature on conflict journalism and gatekeeping theory by examining the micro-level realities of journalists in high-risk environments. It provides insights into how various factors impact media content, particularly in marginalised and conflict-affected regions. Recommendations include enhanced safety training, legal protection, better financial support, and the development of trauma-informed journalism practices. The research highlights the pressing need for policy interventions and institutional support mechanisms to safeguard journalists and promote independent reporting in Pakistan’s most volatile regions.