Journal of Peace, Development and Communication http://pdfpk.net/ojs/index.php/jpdc <p>The Journal of Peace, Development and Communication (JPDC) Quarterly aims to broaden the understanding of peace and development underpinnings from micro to macro levels. The Journal seeks to engage in the critical study of existing approaches to development based on theoretical and practical aspects encompassing the fields of social sciences and humanities with a focus on understanding the practice in vogue and harbouring on newly emerging concepts and techniques. This journal strives to meet the growing academic needs and interests in the study and practice of peace and development in the developing and underdeveloped world. The journal aims to serve as an arena for the public discussion and scholarly analysis of human rights. Moreover, the Journal is committed to theoretical and ideological diversity in the study of Peace, Development and communication.</p> Peace and Development Foundation en-US Journal of Peace, Development and Communication 2663-7898 Effect of Word Processing on Holistic Writing and Revisions by Students http://pdfpk.net/ojs/index.php/jpdc/article/view/622 <p>This study aimed to investigate how word processing affected students' comprehensive writing and modifications. They make writing and editing easier. Word processing tools help you write better by giving you automatic help. The research was to find out the level of acquisition of skills in word processing on holistic writing and revision by students. To identify the effect of word processing on the overall quality of students' writing in word processing on holistic writing and revision by students. This study was experimental as well as Descriptive in nature. The sample of the study was 20 students of class seventh. The sample of the research was chosen through the purposive sampling technique. Research instruments was developed by seven class students and also instrument divided by pre-test and post-test. The data was collected through per-test and post-test instrument by seven class students.&nbsp; The researchers were visited the target schools. Adopt rubrics design to evaluate the quality of student writing and revision.&nbsp; This study was a great significance in developing skills of students in word processing software. This study also contributed in the field of education, curriculum and policymaker.</p> Khizra Dr. Qaisara Parveen Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-07-26 2024-07-26 8 03 Usage of Video Streaming Platforms and its impact on Incidental learning of Alpha Kids: A Systematic Review-based Investigation http://pdfpk.net/ojs/index.php/jpdc/article/view/627 <p>Today when mobile phones and tablets are popular media devices, traditional television is replaced by Video Streaming Platforms (VSPs), i.e., Netflix Kids, Disney-Hoter, and YouTube Kids, particularly among 8 to 11-year-olds. Research indicates that these platforms cater to children's needs effectively. This study reviewed the literature on VSPs and incidental learning among children published in the past thirteen years. The results revealed that children primarily use VSPs because they offer flexibility, convenience, and competitive pricing, making them the preferred choice. These platforms are designed to meet children's needs and desires, including maintaining a positive mood and seeking stimulation. They also allow users to discover new content, improving their viewing experience. Exposure to diverse characters and narratives positively influences children's attitudes toward different cultures and identities, promoting inclusivity. Moreover, these platforms offer educational opportunities beyond conventional boundaries, enabling children to access knowledge and learning experiences. Incidental learning through platforms allows children to engage with interesting topics quickly. Thus, it is concluded that despite the importance of video streaming platforms, parents and caretakers must guide children's social media usage and ensure age-appropriate content to ensure optimal benefits for their learning, well-being, and overall development.</p> Ayesha Mirza Saqib Riaz Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-23 2024-09-23 8 03 Intersection of Faith, Gender, and Emotion: Exploring Emotional Labor Among Muslim Female Academics in Pakistan http://pdfpk.net/ojs/index.php/jpdc/article/view/631 <p>This research attempts to trail back the toll of Muslim women on the work who feel their emotions are being out for jobs that they are doing in Pakistani universities. In the context of Pakistan, where cultural and gender dynamics contribute to the teaching profession, understanding the implications of emotional labor in Muslim female educators is crucial. The objectives of the study were to determine the extent of emotional labor undergone by Muslim female teachers in Pakistani universities, to probe the correlation between emotional labor and job satisfaction among Muslim female teachers, to analyse the effect of emotional labor on burnout among Muslim female teachers, to uncover the organizational aspects that cause or alleviate the emotional labor experienced by Muslim female teachers and to assess the moderating effect of institutional support on the link between emotional labor and job&nbsp;satisfaction. Under the principles of quantitative research, data was collected from 50 Muslim female teachers from public and private universities in Pakistan using the purposive sampling technique. The study shows that emotional labor is the dominant factor which is responsible for the decrease in satisfaction with the job, meaning that high levels of emotional labor are associated with lower job satisfaction especially among the Muslim female teachers. Also, there is a positive and significant relationship between the two variables in the study, which concludes that the utilization of emotional labor in the teachers will lead to burnout, emotional exhaustion, depersonalization, and a diminished sense of personal accomplishment. A critical perceived factor that plays a significant role in the relationship between emotional labor and job satisfaction is institutional support. The study revealed that teachers in private universities who were emotionally laborious reported significantly greater levels of it than the public university counterparts, thus, it is probably related to the more strenuous work and the higher performance requirements at these private institutions.</p> Waqas Ali Khan Dr. Namra Shahzadi Misbah Arshad Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-28 2024-09-28 8 03 Political Discourses on Ukraine-Russia Conflict: A Critical Discourse Analysis of Selected Press Conference at G20 Summit, 2023 http://pdfpk.net/ojs/index.php/jpdc/article/view/638 <p>This study examines the press conference of the American Secretary of State on March 2, 2023 during the course of ongoing G20 Summit in India, in the context of Ukraine-Russia conflict. &nbsp;Antony J. Blinken Secretary of State addressed the press conference generally on global issues and especially on Russian attack on Ukraine. &nbsp;The data has been taken from https://www.state.gov/secretary-antony-j-blinken-at-a-press-availability-30/. &nbsp;Which consists on 21 paragraphs and 1590 words other than Question-Answer session. &nbsp;Clauses are the fundamental building block of transitivity analysis. &nbsp;To accomplish this, a convenient sample of the clauses related to the Ukraine-Russia conflict from the text is taken for analysis. &nbsp;The section of the American Secretary of State's news conference on the Ukraine-Russian crisis at the G20 summit in India in 2023 is analyzed using the methodology developed by Fairclough and Halliday for Critical Discourse Analysis (CDA) and Transitivity Analysis. &nbsp;The themes of peace and war, aggression and food insecurity of the world because of said crisis, and ideologies of owning and othering are analyzed. &nbsp;Participants, different process types, and&nbsp;circumstances&nbsp;were all carefully examined. &nbsp;Key findings demonstrated that speakers most typically depict activities and occurrences in the physical world via the material process of transitivity. &nbsp;The conclusive results show the American construction as champion of peace and Russia as oppressor, aggressor, and invader.</p> Dildar Ahmed Dr. Raza-E-Mustafa Iftkhar Ahmad Qamar Abbas Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-28 2024-09-28 8 03 Investigating the Use of Artificial Intelligence in Journalism and its Impact on News Quality in Pakistan http://pdfpk.net/ojs/index.php/jpdc/article/view/601 <p>Technology transfer entails the dissemination of innovative technology from one nation or organization to another. This process typically involves the exchange of knowledge and expertise rather than physical hardware, with the primary focus on effectively communicating the underlying mechanisms and designs. Successful technology transfer is contingent upon clear communication, which also facilitates persuading the original technology owner to share their innovations with other countries. Factors such as economic considerations and location feasibility also play a role in technology transfer. Pakistan has yet to fully integrate artificial intelligence (AI) into its media industry. Enhancing communication with countries that possess advanced AI technology, such as China and the United States, could potentially facilitate the introduction of AI-driven journalism in Pakistan. To improve international communication for technology transfer, this study will conduct in-depth interviews with experts in the field, analyzing their insights to develop optimal communication strategies. This research find out the several factors can be&nbsp; effectivetly contribute the usage of AI in journalism in Pakiatan and enhance the news quality.&nbsp; &nbsp;These recommendations can then be presented to the relevant government agencies for implementation.</p> Muhammad Rizwan Dr. Wajid Zulqarnain Dr.Haroon Elahi Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-07-19 2024-07-19 8 03 COVERAGE OF 9TH MAY INCIDENT: A FRAMING ANALYSIS OF PAKISTANI NATIONAL LEADING DAILIES http://pdfpk.net/ojs/index.php/jpdc/article/view/620 <p>Media plays an important role to built public perception. It is fourth pillar of state. Especially when we talk about print media, it’s a source of information to educate people. This study examines “Coverage of 9th May Incident: A Framing Analysis of Pakistani National Leading Dailies”. In this research, researcher will analyzed the role of Pakistani leading newspapers that how media framed 9<sup>th</sup> May incident in newspapers. Various national and international studies have been reviewed in this research. Framing theory has been applied in this study. Content analysis has been used. Researcher selected two English Pakistani leading Newspapers, named: <em>Dawn and The Express Tribune</em> and two Urdu Pakistani leading Newspapers, named: <em>Jang and Nawa-i-Waqt.</em> In this research purposive sampling techniques used to analyze the data.</p> Nouraiz Ijaz Saima Waheed Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-08-10 2024-08-10 8 03 A Critical Discourse Analysis of the Selected Print Media on the Representation of Israel-Gaza War (2023-2024) http://pdfpk.net/ojs/index.php/jpdc/article/view/623 <p>The research aims at highlighting the discourse of war and peace journalism in the frontpage stories and articles produced by two newspapers e.g., Express Tribune (Pakistan) and New York Time (USA). The data for the study consists of front-page stories and articles from both of the newspapers. Applying the Discourse Historical Approach by Wodak and Mayer (2001), this study reveals that newspapers have used war discourse with the linguistic patters which intensify the situation in conflicted areas. The selected texts have been examined to evaluate the mentioned positions of Israel and Gaza (i.e. nomination, predication, argumentation, perspectivization, intensification and mitigation) by the newspapers. Nomination highlights the social actors involved in the ongoing situation in Israel and Gaza. Prediction unveils the actions with the help of metaphors and modifying adjectives. The news frames use positive and negative modifying adjectives accordingly. Perspectivation through the use modality, denials, narratives and stories. Lastly, intensification and mitigation through the use of rhetorical questions, hyperbole and nominalization.</p> Ibrar Nafees Dr. Waqasia Naeem Dr. Syed Abdul Siraj Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-07-26 2024-07-26 8 03 Ripples of Conflict: The Ukraine War's Far-reaching Impacts on Food, Energy, and Geopolitics http://pdfpk.net/ojs/index.php/jpdc/article/view/628 <p>Ukraine war is a global security conflict between Russia and the sovereign state of Ukraine. Ukraine war carries grave consequences for global food and energy security. The war deeply ails the peace and prosperity of the world. This research study investigates the impacts of Ukraine war on global security. The study uses descriptive-qualitative methodology for the analysis of the relevant literature regarding global security and Ukraine war. The findings of the study reveal that the relevant literature in the form of research articles and research papers highlight the implications of the war on global peace, prosperity as well as global food and energy security.&nbsp; The discussion educates upon the lines of consequences of Ukraine war for the region and the whole world in terms of security concerns of the states particularly in Europe.</p> Syed Salman Shaukat Zulfiqar Ali Khan Sulman Shah Rafi ul Haq Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-20 2024-09-20 8 03 Exploring the Nexus between ESG disclosure and financial risk, exploring how transparent reporting shapes perceptions of risk and influences the decision-making process for investors. http://pdfpk.net/ojs/index.php/jpdc/article/view/632 <p>There is a growing trend in the corporate world to integrate Environmental, Social and Governance (ESG) criteria into the business practices of companies. his shift is driven by a growing awareness of the impacts of business practices on society and the environment, prompting companies to adopt more sustainable approaches. Research has shown that incorporating ESG criteria not only enhances financial performance but also fosters a balanced societal and economic environment (Rajesh &amp; Rajendran, 2020). Still, what exactly is the impact of transparency surrounding ESG issues on financial risk, is still somewhat muddled and calls for more researches on how it changes how people make business decisions and how people invest (Liu, 2022). This literature review is constructed by gathering existing studies and research, then collectively analyzing them with the purpose of defining the factors under which ESG disclosure is likely to influence an organization’s financial risks with a focus on the implications of transparency on investment decisions and corporate planning for sustainable development.</p> Hareem Atif Qandeel Alam Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-25 2024-09-25 8 03 The Dichotomy of Hypocrisy and Sacrifice in Modern Society: An Analysis of “The Kite Runner” by Khaled Hosseini http://pdfpk.net/ojs/index.php/jpdc/article/view/641 <p>This study presents a nuanced critical analysis of Khaled Hosseini’s acclaimed novel “The Kite Runner” (2003), delving into the major themes of hypocrisy and sacrifice, as well as guilt and redemption. Through a rigorous analytical approach, this research undertakes a comprehensive examination of the intricacies of these themes within the novel’s narrative framework. The protagonist, Amir, grapples with the repercussions of prioritizing convenience over morality, and his subsequent quest for redemption serves as a catalyst for exploring the transformative power of sacrifice, exemplified by Baba’s selfless relinquishment of wealth and status (Hosseini, 2003). This library-based research also illuminates the various tribulations and hardships endured by Afghan society, providing a rich contextual understanding of the cultural and historical backdrop against which the story unfolds (Ahmed-Ghosh, 2003). By scrutinizing the complex interplay between these themes, this study aims to contribute meaningfully to a deeper understanding of the novel’s thematic landscape and its implications for literary analysis.</p> Anisa Shahzadi Nazia Anwar Ayesha Zuree Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-29 2024-09-29 8 03 ROLE OF MULTI-PARTY SYSTEM IN THE NATIONAL INTEGRATION OF PAKISTAN http://pdfpk.net/ojs/index.php/jpdc/article/view/616 <p>This study focuses on the Multi-party political system of Pakistan and its role and effects on the national integration in Pakistan. The researcher try to finds out the prospects and challenges of this political system in Pakistan. This study was carried out with the qualitative research methodology. First the background of the multiparty system of Pakistan was discussed and to find out the effects of this multiparty system on the national integration of Pakistan the primary data was collected through semi-structured interview from the political experts, scholars and political commentators through convenient sampling. Data was analyzed by the thematic analysis. During the analysis of data the researcher came across different positive and negative themes. But overall review which the researcher discovered from the analysis of the data was that multiparty system has a key role in the national integration of Pakistan, but the beneficial results are not seen in our society because there are many basic issues in our political system.</p> Sakeena Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-07-18 2024-07-18 8 03 Beyond Medicine: Unveiling Rural-Urban Contrasts in Faith based Healing Practices in Multan, Pakistan http://pdfpk.net/ojs/index.php/jpdc/article/view/621 <p><em>The study aimed to identify the prevalence and personal experience of spiritual and ritual healing practices as well as to differentiate the Faith healing practices in Rural and Urban areas and to identify the different types of spiritual curatives being used in Rural and urban areas. The respondents were male and female b/w the age of 18-50 years from Rural and Urban Union Councils of Multan.&nbsp; It followed a Cross-sectional Quantitative research design. A sample of 394 respondents was used, and data were collected using a multi-stage purposive sampling technique. A structured interview schedule was used to collect the data. </em><em>Using SPSS Cross tabulations and descriptive statistics, such as frequency and percentages, were carried out. Independent sample t test was used to compare belief in Spiritual Healing, belief in Extrinsic Spiritual Curatives and belief in Intrinsic Spiritual Curatives between rural and urban population. Moreover, Correlation was also applied to see the correlation of different variables associated with spiritual healing. </em><em>Many respondents believed spiritual healing is genuine and efficient. Most respondents thought religious and otherworldly factors caused diseases and afflictions. They accepted that God or supernatural entities are capable of causing illness, and afflictions may be examinations or punishments. Rituals and magic could also cause illness. Many respondents believed in faith healers. </em><em>The attitudes towards spiritual healing differ noticeably between rural and urban areas.</em></p> Muhammad Meesum Hassan Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-07-19 2024-07-19 8 03 Twitter (X) and Journalistic Practices: A Case Study of Pakistani Journalists http://pdfpk.net/ojs/index.php/jpdc/article/view/626 <p>The adoption of social media platforms by journalists, particularly Twitter (X) has undergone a significant transformation with profound implications for the profession of journalism. Twitter (X), currently known as X has emerged as a vital tool in the field of journalism due to its ability to provide immediate and real-time information to a large audience. This study focuses on journalistic practices in Pakistan and aims to explore the association between the use of Twitter (X) and journalism. By surveying 300 journalists from electronic, print, and digital media in Pakistan, the study evaluates how Pakistani journalists rely on Twitter (X) for their work-related activities. The study found a strong positive relationship between Twitter (X) usage by journalists and their practices in news sourcing and dissemination. The results highlight the progressive role of Twitter (X) in shaping journalistic practices in Pakistan’s rapidly evolving digital landscape. Overall, this study draws attention to the significant link between Twitter (X) usage and journalistic practices. The study provides valuable insights into how social media platforms like Twitter (X) have transformed the journalism profession in Pakistan.</p> Ali Bhadur Prof. Dr. Saqib Riaz Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-23 2024-09-23 8 03 Health Literacy as a Buffer: Investigating its Impact on the Relationship between Psychological Distress and Quality of Life http://pdfpk.net/ojs/index.php/jpdc/article/view/629 <p style="text-align: justify; text-justify: inter-ideograph; line-height: 150%; margin: 6.0pt 0cm 6.0pt 0cm;">This study aimed to investigate the relationship between health literacy, quality of life, and psychological distress in individuals with hypertension. A total of 180 hypertensive patients participated in the study, which utilized a quantitative research design. Non-probability, purposive sampling was employed, and data were gathered from both public and private hospitals, as well as the general population. Three key instruments were used: the Health Literacy Scale, the WHO Quality of Life questionnaire, and the Kessler Psychological Distress Scale (K-10), along with a demographic sheet. Demographic data were summarized with frequencies and percentages, while correlational and regression analyses explored the relationships between the key variables. The findings revealed a significant relationship (p&lt;0.01) between health literacy, quality of life, and psychological distress. Notably, there was a strong negative correlation between health literacy and quality of life (-.336**), suggesting that higher health literacy was linked to lower quality of life. Additionally, a significant negative relationship was observed between exercise and quality of life (-.182**). Regression analysis indicated that the duration of illness was a significant predictor of health literacy, quality of life, and psychological distress.</p> Sarah Mufti Aqsa Shahid Nadeem Dr. Namra Shahzadi Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-25 2024-09-25 8 03 Super Momism and Mothers’ Guilt: Experiences of Pakistani Working Women http://pdfpk.net/ojs/index.php/jpdc/article/view/637 <p>This paper is drawn from the PhD dissertation of the first author. The larger study primarily focused on the mothering practices of Eastern supermoms following the contemporary ideology of new-momism. It also highlighted the emerging concept of transiting masculinities in Eastern societies and the effect of ruling relations between couples affecting women’s self-identity in contextualized institutional settings. Through these objectives, we were able to understand the urban culture of new momism and working mothers’ struggles to achieve the set normative standards of the perfect mother. In understanding this phenomenon in Pakistan and taking an interpretivist approach institutional ethnography (IE) was utilized as a method of inquiry to understand new-momism and its effect on women's self-identity by placing it in changing relations of ruling due to transformed masculinities. While the larger study yielded six themes; this paper focuses on one theme i.e. mother guilt and its impact on self-identity of the working women. The paper contributes to larger global discourses on new momism by presenting the experiences of Pakistani working mothers.</p> Aysha Jawaid Rabia Ali Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-29 2024-09-29 8 03 Role of veteran journalists and Influencers in the Promotion of fake news on social media: A Case of fake news in Pakistan http://pdfpk.net/ojs/index.php/jpdc/article/view/561 <p>In today's digital age, the dispersion of information has reached unaccustomed heights. Despite advancements in technology, a nefarious process has emerged, posing a threat to the trustworthiness of news sources and the reliability of information - fake news. The proliferation of fake news poses a significant challenge to societies worldwide, risking the foundations of democracy, impeding public converse, and sowing seeds of division. This study aims to explore the background and existence of fake news, the destructive consequences it entails, and the compelling need to combat this trouble, with a particular focus on recent developments in Pakistan. The objectives of this research are, to conduct a content analysis of fake news circulated by the three major political parties in Pakistan, to dissect the social media accounts of political actors/influencers to assess their involvement in spreading fake news, to perform sentiment analysis to understand the impact and blowout of the identified fake news stories, to give recommendations for combating the spread of fake news and enhancing media education in Pakistan.</p> SHAHRYAR SHAIKH Kaynat Azhar Satti Zahra Sadiq Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-07-10 2024-07-10 8 03 Impact of Political Songs in Shaping Political Narratives in Pakistan http://pdfpk.net/ojs/index.php/jpdc/article/view/619 <p>The technological advancements urged political parties to adopt modern rhetorical tactics to engage the youth, forming a sizeable chunk of&nbsp;Pakistan’s&nbsp;population. This study evaluates the influence of political songs on shaping political narratives, particularly in the context of audience behavioral patterns and gender dynamics. The research laid its foundation in framing theory and the KAB Model. The political songs of three major political parties, PPP, PMLN, and PTI, were selected. The study adopted a quantitative approach by conducting surveys among 330 respondents, including pilot testing, aged 18-65, based in Islamabad and Rawalpindi. Considering the nature of the study, a heterogeneous methodology encompassing multi-stage sampling, including stratified and convenient sampling techniques, is adopted. The results highlighted that&nbsp;PTI’s&nbsp;song gauged&nbsp;females'&nbsp;attention more than others and influenced the behavioral patterns of listeners. The revolutionary-themed song stands out for major political parties than other themes. &nbsp;This research contributes to a deeper understanding of mechanisms through which political narratives are shaped and disseminated.</p> Rameesha Sheikh Dr. Zafar Iqbal Copyright (c) 2024 Journal of Peace, Development and Communication (JPDC) is an open access journal , which means that all articles are available on the internet to all users immediately upon publication. Non-commercial and commercial use and distribution in any medium is permitted, provided the author and the journal are properly credited. https://creativecommons.org/licenses/by/4.0 2024-09-11 2024-09-11 8 03