Muhammad Yousaf

Muhammad Yousaf earned his doctorate in Communication Studies at the Communication University of China in 2018. He is the recipient of three Gold Medals in M.Sc. Communication from University of the Punjab. He is associated as an Assistant Professor with the Centre for Media & Communication Studies, University of Gujrat, Pakistan. Dr. Yousaf does research in media effects, public opinion, health communication, environmental communication & advocacy journalism. He is an HEC approved Ph.D. supervisor. He has published in Scopus indexed & SSCI journals such as International Journal of Communication, Policy Development Review, Global Media and China, Information Discovery and Delivery, Vaccines, Vaccine, Media Watch, Psychology Research and Behavior Management & Journal of Media Studies, etc.

Publications

Handbook of Research on Deconstructing Culture and Communication in the Global South
Handbook of Research on Deconstructing Culture and Communication in the Global South
Desmond Onyemechi Okocha, Muhammad Yousaf, Melchizedec J. Onobe. © 2023. 490 pages.
There are inequalities in global knowledge production in communication outlets, cultural practices, and governance problems. Under this symbiotic relationship, they reinforce the...
Mass Media in Pakistan: Historical Evolution, Challenges, and Prospects
Mass Media in Pakistan: Historical Evolution, Challenges, and Prospects
Muhammad Yousaf. © 2023. 15 pages.
This research study explores mass media's historical evolution, challenges, and prospects in Pakistan. The study delves into the role of media, highlighting the vibrant media...
Analysis of the Communication Characteristics of Animation as Media in the Protection and Inheritance of Cultural Heritage
Analysis of the Communication Characteristics of Animation as Media in the Protection and Inheritance of Cultural Heritage
Yali Zhang, Zahid Yousaf, Jin Xu, Shahbaz Aslam. © 2023. 13 pages.
In today's era, both worldwide and in China, the use of animation techniques for disseminating, displaying, and reproducing cultural heritage information is becoming...
Media Attention and Offline Political Participation in Pakistan: The Mediating Role of Political Interest and Online Political Participation
Media Attention and Offline Political Participation in Pakistan: The Mediating Role of Political Interest and Online Political Participation
Ayesha Ijaz, Muhammad Yousaf. © 2023. 17 pages.
This chapter examines how media use affects political engagement and uses political interest, online political participation as mediators. This study employed a cross-sectional...
Human Development and Advocacy Journalism in the Spotlight: Evidence From a Developing Country
Human Development and Advocacy Journalism in the Spotlight: Evidence From a Developing Country
Muhammad Yousaf, Syed Hassan Raza, Shafiq Ahmad Kamboh. © 2022. 15 pages.
In contemporary media-saturated societies, media exercise a considerable influence on every aspect of our lives. The issues that reach public consciousness become significant and...