Dr. Muhammad Yousaf

Dr. Muhammad Yousaf

Assistant Professor

Dr. Muhammad Yousaf joined the School of Media and Communication Studies as an assistant professor in November 2018. He earned his Ph.D. in Communication Studies at the Communication University of China in 2018, a prestigious and specialized university of media studies. Dr. Yousaf completed his M.Sc. and M.Phil. in communication studies from Institute of Communication Studies, University of the Punjab, Lahore.  He is the recipient of three Gold Medals in M.Sc. Communication Studies from University of the Punjab, Lahore. Dr. Yousaf is trained in communication theory and quantitative research methodology. He has extensive experience of teaching at university level. Dr. Yousaf has taught at the Institute of Communication Studies, University of the Punjab, Leads University and Center for Media & Communication Studies, University of the Gujrat, Gujrat. His research interests include media and public opinion, political communication, media and gender, and cross-cultural communication. Dr. Yousaf is the author of one book and has published more than 12 research papers in SSCI and peer-reviewed journals. He is fluent in English, Urdu, and in Punjabi besides Chinese. Recently, he’s working on the news media roles in building-consensus in a society. His hobbies include traveling, playing badminton, orienting to cross-cultural norms, values, and customs of different cultures.

Education

Ph.D (Communication)
Communication University of China, Beijing-China
Doctorate
Communication University of China
M.Phil.
University of the Punjab
M.Sc.
University of the Punjab
Graduation
University of the Punjab
Intermediate
A.I.O.U
Matriculation
B.I.S.E Lahore

Experience

Career Distinction

2008  Stood 7th in English Language in graduation in University of the Punjab, 2008.
2010   Recipient of 3 Gold Medals in M.Sc. Communication Studies, University of the Punjab, Lahore, session 2008-10.
1. University Gold Medal
2. Hameed Nizami Gold Medal
3. Dr. Miskeen Ali Hijazi Gold Medal
2011-13  Recipient of the Research Scholarship from Doctoral programme Coordination Committee, University of the Punjab, Lahore-Pakistan 2011.
2015-18   Recipient of Chinese Government Scholarship for Doctoral Degree, Communication University of China, Beijing-China.

Co- Qualification

Arabic Language Course, University of the Punjab,Lahore (2010)

Employment Profile

  • Lecturer at Department of Mass Communication, Lahore Leads UniversityPakistan (October24, 2013-September 7, 2015).
  • Research Officer, Institute of Communication Studies, University of the Punjab, Lahore Pakistan (January 3, 2012- April 4, 2013).
  • Resource Person, PUFM104.6, Institute of Communication Studies, University of the Punjab, Lahore Pakistan (March 24, 2010 –September 30, 2011).

Administrative Experience

  • Assistant Superintendent at Boys Hostel No. 16 (In charge Mess), University of the Punjab, Quaid-e-Azam Campus, and Lahore, Pakistan (From October 18, 2012 to October 31, 2013)

Fields of Interest/Research

  • Quantitative Research Methodology
  • Media and public opinion Research
  • Intercultural Communication

Research

Ph.D. dissertation: News Media Roles in Bridging Gap our Society: Consensus Function Of Agenda-Setting
2013 M.Phil. Thesis: Violation of Media Ethics and Accountability: An inquiry into Pakistan Media (2011-2013)
Supervisor: Dr. Bushra H. Rahman, Assistant Professor, University of the Punjab, Lahore- Pakistan.
2010 M.Sc. Thesis: Media-Foreign Policy Relationship Regarding Kashmir Issue:
A Comparative Editorial Treatment of Elite Pakistani Press during
Musharraf and Zardari Regimes (2008-2010)
Supervisor: Professor Dr. Mughees Uddin Sheik, Dean Faculty of Behavioural & Social Sciences, University of the Punjab, Lahore-Pakistan.

 

Investigator of Research Projects

  • A systematic Review of Mass Communication Research in the Public Universities of Pakistan 1960-2010.

Reviewer of Research Journals

  • Assistant Editor, Journal of Media Studies (JMS) 2013-2015.

Publications

  1. Zhang, Yali, Yousaf, Muhammad, & Xu, Yingqing (2017). Chinese Traditional Culture and Art Communication in Digital Era: Strategies, Issues and Prospects. Journal of Media Studies, 31(1), 61-75.
  2. Ji, Deqiang, Hu, Zhengrong, & Yousaf, Muhammad. (2016). Neighboring Competitor? Indian Image in Chinese Media. Global Media and China, 1(3), 234250. doi: 10.1177/2059436416668186.
  3. Yousaf, Muhammad, & Rahman, Bushra Hameedur. (2014). Media Freedom For the loudest and Powerful Media Owners? Neo-liberalism a threat to Media freedom? Journal of Social Sciences & Humanities, 22(2), 23-42.
  4. Kambho, Shafiq, & Yousaf, Muhammad. (In press). Human Development and Advocacy Journalism: Analysis of Influences behind low press coverage of human development issues in the Global Nuclear South. . World Development.
  5. Yousaf, Muhammad, Wanjiao, Li, & Ji, Deqiang. (In press). News Media Roles in building consensus about health issues: Social functions of agenda- setting. Global Media and China.
  6. Yousaf, Muhammad, Hu, Zhengrong & Ji, Deqiang (forthcoming). One Belt, One
    Road & Many Voices: Regional Press Framing of China- Pakistan Economic Corridor.
  7. Yousaf, Muhammad, Ji, Deqiang, & Fei, Jiang (forthcoming). Ethnocentrism and Intercultural Willingness to Communicate: A Cross-Cultural Comparison among Pakistani and Chinese University Students.
  8. Yousaf, Muhammad, Li Wanjiao, & Ji, Deqiang (forthcoming). News Media Roles in building consensus about health issues: Social functions of agenda-setting
  9. Yousaf, Muhammad, & Rahman, Bushra Hameedur. (In press). Framing Kashmir Conflict: An Analysis of Three English Newspapers of Pakistan during Dictatorial and Democratic Regimes. Journal of South Asian Studies

Conference Papers

  1. Yousaf, Muhammad, & Ji, Deqiang. (2017). China’s Belt and Road Initiative and the
    Changing Geopolitics of International Communication: Regional press framing of China-
    Pakistan Economic Corridor as a case study Paper presented at the International
    Association for Media and Communication Research (IAMCR), Cartagena de Indias.
  2. Yousaf, Muhammad (2018). How Mass media Coverage of Religious and
    Talibanized Terrorism Influences public perception of Terrorism? A test of the First level and the Second level of Agenda-Setting. Paper accepted at International Association for Media and Communication, Oregon, USA

Books

Chapters

  1. Yousaf, Muhammad. (2017). A Cross-Cultural Comparison of Ethnocentrism
    among Chinese and Pakistani University Students. In Liu, Chang & Zhao, Ruhan (Eds), Fusion. Reconstruction. Innovation- The Reality and Future of Journalism
    Research. [融合.重构.创新-新闻学研究的现实与未来]
    Communication University of China Press. (pp.197-205): Beijing:

Books 

  1. Yousaf, Muhammad, & Gilani, Nadeem. (2014). Radio Broadcasting: History, Techniques and Applications. Lahore Ch. Ghulam Rasool & Sons Publishers.

Book Reviews

  1. Yousaf, Muhammad, & Zhu, Zhenming. (2017). Review of the book Global Cultural Industry: The Meditation of Things by Scott Lash & Celia Lury. Journal of Media Studies, 32(2), 253-260.
  2. Yousaf, Muhammad, & Che, Jianan. (2014). Review of the book McQuail’s Mas
    Communication Theory (6ed.) by Denis McQuail’s. Journal of Media Studies, 28(2), 70-79.
  3. Yousaf, Muhammad. (2013). Review of the book Social Research Methods: Quantitative and Qualitative Approaches by William Lawrence Neumann. Journal of Media Studies, 27(2), 190-194.

Teaching Experience

  • Fall 2013 MCOM-308, Quantitative Research Methods [ M a s t e r ’ s / M.Phil] Mass Communication (6 students)
    SOCL-1000, Introduction to Sociology [Undergraduate] Mass Communication] (16 students) MCOM-3020, Basic concepts of Social Sciences [Undergraduate & M.Sc.] Mass Communication (24)
    Spring 2014 MCOM-308, Quantitative Research Methods [ M a s t e r ’ s / M.Phil]
    Mass Communication (4 students)
  • MCOM-3008, Research Methods in Communication [M.Sc.] (8 students)
    MCOM-3015, Media History, Ethics & Laws [M.Sc.] Mass
    Communication (16 students)
  • Fall 2014 MCOM-308, Quantitative Research Methods [ M a s t e r ’ s / M.Phil]
    Mass Communication (30 students)
    MCOM-3008, Research Methods in Communication [Undergraduate] (8 students)
  • SOCL-1003, Sociology of Mass Media [Undergraduate] Mass
    Communication (50 students)
    SOCL-1000, Introduction to Sociology [Undergraduate] Mass Communication (15 students)
    MCOM-2107, Radio News Reporting & Program Production [Undergraduate] Mass Communication (20 students)
    URDU1101, Functional Urdu [Undergraduate] Mass Communication (50 students).
  • Spring 2015 MCOM 2001, Political Communication & Media Lobbying
    [Undergraduate] Mass Communication (10Students)
    SOCL-1000, Introduction to Sociology [Undergraduate] Mass
    Communication (18 students)
  • MCOM-2107, Radio News Reporting & Program Production
    [Undergraduate] Mass Communication (6 students)

Professional Training Conducted

  • Conducted American Psychological Association (APA) workshop for Graduate Students for reference writing while writing dissertations, Institute of Communication Studies, University of the Punjab.
  • Conducted training of Presiding Officers, Asst. Presiding Officers, and
    Polling Officers in General Election 2013 as a Master Trainer of
    United Nations Development programme & Election Commission of Pakistan.
  • Conducted Endnote workshop for post-graduate students, Institute of Communication Studies, University of the Punjab.
  • Conducted Endnote workshop for post-graduate students, Institute of Communication Studies, University of the Punjab

Professional Experience in Radio & Television 

2013-2015 Working with Radio Pakistan (Islamabad) as a commerce & Political reporter since 1st Sep. 2013 -7th September, 2015.
2010-2011 Did reporting for one and half years for PUFM 104.6 & presented more than 100 news bulletins.
2010-2011 Have done 2010 to 30th news September 2011.copy writing for one and half years from 24th March
2010-2011 Conducted more than 40 interviews of professors for admission Guide program
2010-2011 Interviewed Mr. Talat Hussain, renowned Pakistani journalist and host “Live with Talat & then Director Aaj New Channel.
2010-2011 Interviewed Mr. Salman Taseer, late Chancellor University of the Punjab & the Governor Punjab.


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Faculty of Media communication studies , University of Central Punjab