scholarly journals Gender Portrayal in Outdoor Advertising in Punjab and Khyber Pakhtunkhwa (KPK) Provinces of Pakistan

2020 ◽  
Vol Volume 4 (Issue 3) ◽  
pp. 110-132
Author(s):  
Faiz Ullah ◽  
Dr. Atif Ashraf
Keyword(s):  
Gender Studies ◽  
Social Semiotics ◽  
Communication Research ◽  
Outdoor Advertising ◽  
Cultural Contexts ◽  
Khyber Pakhtunkhwa ◽  
The Core ◽  
Two Cities ◽  
Males And Females ◽  
Billboard Advertising

Gender portrayal and the representations of males and females in advertising remains the core interest of researchers from gender studies and communication research. In advertising scholarship, it is often found that there are differences in gender portrayal specifically due to the cultural contexts. In the present study, we explore the gender portrayal in outdoor billboard advertising of two provinces of Pakistan; Punjab and KPK. Theoretically and conceptually, the study takes roots from cultural studies on advertising and social semiotics studies on gender and advertising. We collect data of 360 billboard advertisements from two cities of Punjab and two cities of KPK. We coded 654 units in these 360 billboards according to the conceptual categories of social semiotics. In the present study we found that female models are portrayed more as compare to the male models in outdoor advertising of both provinces; Punjab and KPK. Although, the dominant pattern of gender portrayal in advertisements of KPK is similar to Punjab, however, it is slightly different from Punjab. In KPK, males are also portrayed as submissive. Females are more associated with nurturing roles as compared to Punjab. Hence, it is concluded that in outdoor advertising of Pakistan, females are objectified and they are mostly used for their glamour and beauty. On the contrary, males are portrayed as dominant and in power.

The Comparison Between Traditional vs. Advanced Means of Marketing Communications

2018 ◽  
pp. 181-201
Author(s):  
Abdul Waheed ◽  
Jianhua Yang ◽  
Ikram Ullah Khan ◽  
Safeer Ullah Khan ◽  
Muhammad Farrukh
Keyword(s):  
Positive Influence ◽  
Marketing Communications ◽  
Buying Behavior ◽  
Outdoor Advertising ◽  
Electronic Products ◽  
The Core ◽  
Managerial Implications ◽  
Electronic Marketing ◽  
Effective Advertising ◽  
Consumer Buying Behavior

The selection of an effective advertising campaign is remarkably essential for organizations to get consumers' attention where diverse conventional mediums were already operational over the past decades (i.e., outdoor media advertising). However, the trend has been transformed toward revolutionary means of marketing communications owing to widespread penetration of the technology. Therefore, electronic marketing is a challenging and growing trend to attain consumers' attention using internet in the present era. The core aim of this chapter is to investigate the significance of e-marketing (eM) and outdoor media advertising on consumer buying behavior within the electronic products of Pakistan. It is empirically revealed that e-marketing and outdoor advertising are factors of exploratory consumer buying behavior. In comparison, electronic marketing may have a higher positive influence than outdoor media advertising in the current digital age to reach a particular market. This chapter proposes several managerial implications and future studies for academics and practitioners.

Culture and persuasive discourse in localized NGO websites

2019 ◽  
Vol 6 (1) ◽  
pp. 25-44 ◽  
Author(s):  
Parthena Charalampidou
Keyword(s):  
English Language ◽  
Native Language ◽  
Theoretical Framework ◽  
Visual Design ◽  
The Internet ◽  
Social Semiotics ◽  
Cultural Contexts ◽  
For Profit ◽  
Persuasive Discourse ◽  
Skopos Theory

Abstract Non-governmental organisations set different goals than for-profit corporations. However, they need to be advertised in order to keep working. One of the basic means NGOs use in order to attract volunteers and donators is their website. Although the English language is considered as the lingua franca of the internet it seems to be inadequate when a global audience is aimed at. NGOs seem to have realized the need to communicate with potential donators or volunteers in their native language and have started providing localized versions of their websites. In this paper we are going to examine the persuasive discourse adopted by NGOs in their English, French and Greek website versions. According to Aristotle (Rhetoric, 1356a) (2002) the three persuasive techniques used to change the audience’s beliefs are (a) pathos, which appeals to the audience’s emotions, (b) ethos, which establishes the good “character” and credibility of the author and (c) logos, which uses logic and evidence to convince the audience. Our aim is to examine both the use and the multisemiotic realization of the above mentioned techniques in different cultural contexts. For the needs of our analysis we will adopt methodological tools from the field of social semiotics (image and text relation (Barthes 2007) and the grammar of visual design and of colours (Kress and Van Leeuwen 1996, 2002). Translational theories such as Skopos theory (Reiss and Vermeer 1984; Nord 1997) will provide the theoretical framework for the study of the adaptation techniques and strategies adopted when the Greek audience is addressed.

scholarly journals Curriculum Provisions for Classroom Instruction and Students’ Self-Efficacy at Secondary Level in Khyber Pakhtunkhwa

2019 ◽  
Vol IV (III) ◽  
pp. 55-63
Author(s):  
Shah Faisal ◽  
Nabi Bux Jumani ◽  
Seema Gul
Keyword(s):  
Self Efficacy ◽  
Core Curriculum ◽  
Formal Education ◽  
Classroom Instruction ◽  
National Curriculum ◽  
Secondary Level ◽  
Khyber Pakhtunkhwa ◽  
The Core ◽  
Western Province ◽  
North Western

Classroom instruction, as a key feature of formal education, primarily provided in the National Curriculum that aimed to materialize the curricular targets. This study was conducted with the objective to analyze the provisions for classroom instruction in the National Curriculum at secondary level that affects self-efficacy of the students in Khyber Pakhtunkhwa, a North-western province of Pakistan. The study was qualitative by design and conducted by employing Foucauldian discourse analysis of the core curriculum of Urdu, Mathematics, and Islamiyat for the sources of self-efficacy. The study found that the provisions, were either ignored or made idealistic without concrete provision in the classroom, proved to be pepped talk and were devoid of practical utility in the classroom for the purpose and, hence, were adversely affecting the efficacy belief of the students.

scholarly journals Us vs Them Positioning in Academic Setting: A Critical Discourse Perspective

2018 ◽  
Vol III (I) ◽  
pp. 97-113
Author(s):  
Sania Athar ◽  
Muhammad Yousaf ◽  
Azhar Habib
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Research Study ◽  
Critical Discourse ◽  
Academic Setting ◽  
Male And Female ◽  
Khyber Pakhtunkhwa ◽  
Social Settings ◽  
Khyber Pakhtunkhwa Province ◽  
Males And Females

This study attempts to analyze gender positioning in different social settings. For this purpose, Muted Group Theory plus Van Dijks Model (2007) from Critical Discourse Analysis (CDA) have been employed to inspect gender positioning in the academic setting in Khyber Pakhtunkhwa province. These models help in identifying the relation between various individuals and promoting person to person interaction. The gender critical discourse analysis helps in dissecting the irregularities in gender positioning and imbalances found between the males and females especially using language and the power relations which are built through various discourses. The different discourses gathered in this research study are qualitative in nature and are gathered from three famous universities of Khyber Pakhtunkhwa. The investigation uncovered that desultory techniques are used by male and female to support or resist each other.

scholarly journals TOWARD A BETTER UNDERSTANDING OF THE CULTURAL IDENTITY NEGOTIATION: THE EXPERIENCES OF MINORITY YOUTH IN MULTICULTURAL SOCIETIES

2021 ◽  
Author(s):  
◽  
Tamara G. I. Qumseya
Keyword(s):  
New Zealand ◽  
Cultural Identity ◽  
Identity Negotiation ◽  
Minority Youth ◽  
Political Factors ◽  
Identity Styles ◽  
Cultural Contexts ◽  
Mediational Model ◽  
Identity Style ◽  
The Core

<p>How do immigrant and minority youth navigate between and within their heritage culture and the majority culture of the wider society? Acculturation theory and research point to a widespread preference for integration (adopting and maintaining bicultural affiliations) and a strong link between integration and psychological wellbeing. Despite compelling empirical evidence about the psychological and social benefits of integration, there is limited research about how immigrant and minority youth go about achieving it. This thesis examines the mechanisms underpinning cultural identity integration, how immigrant and minority youth select desirable aspects of both cultures and blend them together in a novel way (hybridising) or shift between and across cultural identities depending on situational factors (alternating). The research is based on the core model developed by Ward and associates, which demonstrates that a motivation to integrate activates both hybrid and alternating identity styles but that these styles lead to different cultural identity outcomes (consolidation versus conflict) and have divergent effects on wellbeing (Ward, Ng Tseung-Wong, Szabo, Qumseya & Bhowon, 2018). The thesis has three main objectives: 1) to test the core mediational model of cultural identity negotiation with other minority groups and in other cultural contexts; 2) to extend the model by exploring how socio-political factors and family dynamics affect cultural identity styles and their outcomes; and 3) to explore gaps and omissions in the model to guide future research. To these ends, mixed methods are used across three studies with Arab youth in New Zealand and Arab-Palestinian youth in the state of Israel. The first study tested the mediational model of cultural identity negotiation quantitatively with Arab minority youth in New Zealand and expanded Ward et al.’s (2018) model by testing contextual variables as antecedents of the hybrid and alternating cultural identity styles and their outcomes. Subsequently, the second study uses the same methodology to investigate the experiences of young Palestinian citizens of Israel. The core mediational model was replicated in both contexts. Findings from both studies revealed that family context exerted similar influences on cultural identity styles while socio-political factors affected cultural identity styles and wellbeing in different ways. In addition, the alternating identity style appeared to be more responsive to contextual factors (family dynamics and socio-political context) than the hybrid identity style. The third study aimed to gain a broader and deeper understanding of the findings from the previous two studies, using qualitative methods to draw on the cross-cultural insights derived from a comparison of the New Zealand and Israel contexts. The qualitative study brought the individual agency into the spotlight as participants discussed selecting different strategies across work, home and university settings. When young people described their lived experiences, the alternating identity style emerged as a beneficial strategy enabling them to bridge cultural contexts without negative outcomes. Youth often had access to more than one cultural identity style and proactively interchanged them resiliently and flexibly to navigate a wide range of social environments. The combination of studies in this thesis provided additional insights into acculturation literature, integration and cultural identity styles. The findings of the research programme have contributed to gaining novel perspectives in understanding youth experiences during acculturation. More specifically, findings of this thesis led to greater understanding of what contextual factors influence the bicultural interplay of ethnic and civic participation and identity among multicultural youth. The mixed method design also has significant contributions that enabled a contextually situated understanding of the experiences of Arab youth within their cultural and socio-ecological environments and their experiences as minorities in two very different country contexts.</p>

Home-Range Size and Fidelity of Western Grey Kangaroos (Macropus Fuliginosus) Living in Remnants of Wandoo Woodland and Adjacent Farmland.

1992 ◽  
Vol 19 (2) ◽  
pp. 137 ◽  
Author(s):  
GW Arnold ◽  
DE Steven ◽  
A Grassia ◽  
J Weeldenburg
Keyword(s):  
Home Range Size ◽  
Home Ranges ◽  
Adult Males ◽  
The Core ◽  
Adult Females ◽  
Radio Transmitters ◽  
Core Areas ◽  
Males And Females ◽  
Eucalyptus Wandoo ◽  
Older Males

The home ranges were studied from 1977 to 1981 of western grey kangaroos (Macropus fuliginosus) living in a 300-ha remnant of wandoo [Eucalyptus wandoo] surrounded by farmland at Baker's Hill, Western Australia. The M. fuliginosus population varied from 140 to 200 animals during the study. In 1979, four females (>30 kg) and 2 adult males (31 kg and 47 kg) were fitted with radio-transmitters and their movements recorded. The home ranges of these animals varied from 39 to 70 ha; the average overlap in the area used during the day and that used at night was 16.4%. Many of the kangaroos fed on farmland at night. The night ranges of 51 marked kangaroos were recorded using a spotlight. The animals showed a strong fidelity to their home ranges. Only 3 males (about 5-yr-old) shifted their night ranges; the centres of the ranges moved only 600-800 m. Older males had significantly larger night ranges than younger males and females. Individual females and the younger males showed preferences for using particular access points to get onto farmland; the older males showed no preferences. The core areas of the night ranges of many adult females overlapped closely in 'groups', but there was no evidence of 'mob' home ranges that were socially separated.

A Comparative Study of Consumer’s Gender Based Attitude towards Mobile Value Added Services in Jalandhar District Using Tri-Component Model

2013 ◽  
Vol 3 (3) ◽  
pp. 18-36
Author(s):  
Savdeep Vasudeva ◽  
Gurdip Singh
Keyword(s):  
Comparative Analysis ◽  
Mobile Phones ◽  
Text Messaging ◽  
Consumer Behaviour ◽  
Value Added ◽  
Component Model ◽  
The Core ◽  
Males And Females ◽  
Gender Based ◽  
Secondary Methods

Mobile value added services (MVAS) are different from the core services such as calling, text messaging and extend the usability of mobile phones. This study has been carried out with the purpose to make a comparative analysis of the genders in context of their awareness and attitude towards MVAS. As a part of theoretical framework, the Tri-component model of consumer behaviour has been used to measure the attitude of consumers based on cognitive, affective and conative components. This study uses both primary and secondary methods of data collection. The responses of the users have been presented and analysed through hypothesis testing. As per the findings of the study, males and females differ in awareness towards MVAS. Overall, the mobile phone users differ significantly in attitude towards value added services. However, this not true when genders in conjunction to their respective attitude components are taken into consideration.

Frequency of G6PD Deficiency in General Population at District Bannu, Khyber Pakhtunkhwa, Pakistan

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Muhammad Shoaib Khan ◽  
Arif Ullah ◽  
Sami ul Haq ◽  
Mohammd Shoaib
Keyword(s):  
General Population ◽  
G6pd Deficiency ◽  
Clinical Laboratory ◽  
Human Subjects ◽  
Cross Sectional ◽  
Khyber Pakhtunkhwa ◽  
Significant Difference ◽  
Moderate Anemia ◽  
Males And Females ◽  
Glucose 6 Phosphate Dehydrogenase

Background: Glucose-6-phosphate dehydrogenase (G6PD) deficiency is an X-linked disease and it is a common enzymaticdisease of RBCs in humans X linked recessive condition are more common in males than females. The said deficiency leads toaffecting >400 million people worldwide Individuals, normally males, with deficient alleles are helpless to neonatal jaundice andintense hemolytic anemia, usually during disease, after treatment with specific medications or subsequent to eating Fava beans..Objective: To measure the frequency of Glucose-6-Phosphate-Dehydrogenase deficiency in general population at district Bannu,Khyber Pakhtunkhwa Pakistan.Material and Methods: This cross-sectional descriptive study was conducted on 500 human subjects, who were referred forG6PD assay, in Samad clinical Laboratory, District Bannu Khyber Pakhtunkhwa, Pakistan, from July 2018 to July 2019. 500ccvenous whole blood was collected in EDTA containing vial, for G6PD Test. (Span Diagnostic S.A.R.L, France). Patients of any Age,Sex & area having fever, hematuria, headache, visible jaundice, family history, malaria and anemia were included in this study,while patients suffering from renal disease, any malignancy & not willing persons were excluded.Results: Out of the total 500 hundred, 370 (74%) were males and females were 130 (26%). Total 64/500 (12.8 %) were G6PDdeficient, with 55 male and 09 were female. Malaria positive with G6PD deficiency were 13/64 (20.31%), with 12 males and onefemale. Statistically significant difference among each group (p= 0.0022) was noted. Mean age of the G6PD deficient persons was(2.8 ± 1.03) years. Anemia was graded as Hemoglobin less than 11.5g/dl was taken as anemia. Severe anemia as Hb < 7 g/dl,moderate anemia as Hb ranged between 7-10 g/dl and mild if Hb ranged between 10-11.5 g/dl.Among 370 males, 86 persons had hemoglobin of less than 11.5 g/dl, 42 had hemoglobin 7-10 g/dl and 7 patients had hemoglobinless than 7 g/dl, only 235 patients had hemoglobin more than 11.5, among 130 females, 33 patients had hemoglobin of less than11.5 g/dl, 17 patients had hemoglobin 7-10 g/dl and 05 patients had hemoglobin less than 7 g/dl, only 75 patients had hemoglobinmore than 11.5 g/dl.Conclusion: This study shows high frequency of G6PD Deficiency in district Bannu Khyber Pakhtunkhwa Pakistan especially veryhigh frequency in males than females.

Use of Nest Trees by the Mountain Brushtail Possum (Trichosurus caninus) (Phalangeridae : Marsupialia). III. Spatial Configuration and Co-occupancy of Nest Trees

1997 ◽  
Vol 24 (6) ◽  
pp. 661 ◽  
Author(s):  
D. B. Lindenmayer ◽  
A. Welsh ◽  
C. F. Donnelly
Keyword(s):  
Breeding Season ◽  
Spatial Configuration ◽  
Brushtail Possum ◽  
Adult Males ◽  
Long Distance ◽  
The Core ◽  
Eastern Australia ◽  
Large Trees ◽  
Males And Females ◽  
The Mean

Radio-tracking was used to examine the spatial configuration and co-occupancy of large trees with hollows occupied by 16 mountain brushtail possums (Trichosurus caninus) at Cambarville in the central highlands of Victoria, south-eastern Australia. The distance that animals moved between trees on successive days was also examined. Our analyses showed that animals often remained in a given den tree on successive days. On nights when animals did shift between den sites, they typically moved to a new tree that was relatively nearby (< 200 m). Long-distance movements (e.g. > 300 m) between den trees were rare. Considerable variation was found between individuals in the size of areas encompassing trees used frequently (≥5 times) (‘core denning range’) and those encompassing all occupied trees [i.e. including those used infrequently (< 5 times)] (‘total denning range’). The mean area of the core denning range averaged about 1·1 ha for males and 0·7 ha for females. The mean value for the total denning range was approximately 2·6 ha for males and females respectively. Considerable overlap was found in the total denning ranges of pairs of adult males and pairs of adult females. For most animals, the total denning range was shared with the total denning ranges of several other animals. There was substantial variation in the extent of this overlap, ranging from complete enclosure to the sharing of a single tree. The extent of overlap was more limited for the core denning ranges, particularly among females. We observed differences in the extent of the overlap of the total denning ranges of pairs of males and pairs of females in the breeding season (January–March) and non-breeding season (the remaining months of the year). Fewer instances of overlapping total denning ranges among pairs of both males and females were found during the breeding season. The total denning ranges in the breeding season were generally smaller than those in the non- breeding season. Simultaneous co-occupancy of a given den tree by T. caninus was relatively common. Unexpectedly, there was a number of instances of groups of three or four adult animals sharing the same den site on the same night. We recorded several instances of sharing by pairs of animals of the same sex, especially adult males. However, most records of simultaneous tree use were by an adult male and an adult female T. caninus. The extent of overlap in the denning ranges of animals and the prevalence of simultaneous co-occupancy of den trees indicate that the social behaviour of T. caninus at Cambarville may be different from that observed among populations of the species elsewhere in Australia. Possible reasons for these differences are outlined.

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