DR.

AYESHA ASHFAQ
(Assistant Professor)
Institute of Communication Studies,
University of the Punjab, Lahore, Pakistan
E-mail: shfqysh@gmail.com, ayeshaashfaq.ics@pu.edu.pk

Present Status:

Assistant Professor
September 2014- Present
Institute of Communication Studies
University of the Punjab Lahore-Pakistan

Editorial Jobs:

Member of Editorial Review Board

The Women: Annual Research Journal of Women Studies
ISSN 1997-2032

Member of Editorial Advisory Board

Associated Asia Research Foundation

Member of Editorial Review Board

The International Asian Research Journal (TIARJ)
ISSN 2310-337X

Member of Editorial Review Board

The Journal of Media Studies (JMS)
(ISSN 1812-7592)

Member of Editorial Review Board

International Journal of Asian Social Sciences
(Online ISSN 2224-4441, Print ISSN 2226-5139)

Teaching Experience:

Lecturer
October 12, 2010- September 30, 2014
Institute of Communication Studies
University of the Punjab Lahore-Pakistan

Lecturer
March 12, 2010- October 11, 2010
Department of Mass Communication
GC University Lahore-Pakistan

Visiting Lecturer
November 2009-October 2010
Institute of Communication Studies
University of the Punjab, Lahore-Pakistan

Qualification:

PhD. (Communication Studies)

2012-2014
School of Communication, Universiti Sains Malaysia, Penang Malaysia.

Mass Media Research Course

Jan, 2009-March 2009
Oslo University College, Faculty of Journalism Library & information Sciences, Oslo-Norway

M.Phil (Communication Studies)

2008-2010
Institute of Communication Studies University of the Punjab, Lahore-Pakistan
IST position in University of the Punjab (3.93 CGPA)

BS (HONS) Communication Studies

2004-2008
Institute of Communication studies University of the Punjab, Lahore
IST position in University of the Punjab (Gold Medalist) (3.99 CGPA)

FSC (PRE MEDICAL)

2002-2004
Lahore College for Women University, Lahore,
783/1100 (Grade A)

Matriculation (Biology, Physics & Chemistry)

2000-2002
Lahore Board
733/850 (Grade A+)

IELTS:
Listening: 7.5 Bands
Reading : 8.0 Bands
Writing : 7.0 Bands
Speaking: 7.0 Bands
Overall Band Score: 7.5 Bands

Distinctions:
1. Appreciated for “Graduate on Time” by University Sains Malaysia.
2. Gold Medalist in BS (Hons) Communication Studies, University of the Punjab, Lahore Pakistan
3. 4.00 GPA and first position in all 8 semesters of BS (Hons) in Communication Studies.
4. First position in all semesters of M.Phil in Communication Studies.
5. Nomination for the participation in Inter Media Dialogue in Oslo University College Norway
(Nominated by ICS, Punjab University. Fully funded scholarship by Norwegian Ministry of
Foreign Affairs)
6. First divisions and A+ grades throughout academic years
7. Fully Funded PhD Scholarship by Higher Education Commission of Pakistan (2012-2014).
8. Merit Scholarship for 7 consecutive years from University of the Punjab Lahore Pakistan (2004-2010)

Research Work
PhD Thesis: The Representation of the United States in Mainstream English Newspapers
of Pakistan: An Analysis of Political Cartoons (1991-2013)

M.Phil Thesis: Portrayal of International issues through Cartoon Communication: The cases
of Pakistani & Norwegian Newspapers from September 2008 to February
2009.

BS(Hons) Thesis: Portrayal of Political, Social and Economic issues through cartoon journalism during
2007 (A case study of cartoons sketched by Javed Iqbal & Maxim)

Research Papers:

1. Ayesha, A. & Adnan, H. (2014). Superpower syndrome: The enduring debate on pro-Americanism and
anti Americanism in foreign media. Asian Social Science, 10(3), 145-158. doi:
10.5539/ass.v10n3p145

2. Hina, F. & Ayesha, A. (2014).Induction of violent characters through video games: A case
study of primary school going children in Pakistan. The International Asian Research
Journal, 2(3), 17-24. Retrieved from http://tiarj.com/wp-content/uploads/ 2014/07/TIARJ-
02-03-17243-2014-Ayesha-Ashfaq.pdf

3. Ayesha, A. & Adnan, H. (2013). Political cartoonists versus readers: Role of political cartoonists in
building public opinion and readers' expectations towards print media cartoons in Pakistan,
Mediterranean Journal of Social Sciences, 4(3), 265-272. doi:10.5901/mjss.2013.v4n3p265

4. Shumaila, A. & Ayesha, A. (2013). Impact of Advertising on Consumers’ buying behavior through
Persuasiveness, Brand Image, and Celebrity endorsement. Global Media Journal, VI (II), Retrieved
from http://www.aiou.edu.pk/gmj/CurrentIssue.asp
5. Ayesha, A. (2012). A Study of international issues through cartoon communication: the cases
of Pakistani & Norwegian newspaper from September 2008 to February 2009. Malaysian
Journal of Communication, 28(1), 55-76.

6. Fahad, A., Ayesha, A., Ahmed, M. (2012).Promotion of Hinduism in children through

cartoons in Pakistan. Journal of Cross-Cultural Communication, 8(1), 86-90. doi:10.3968/
j.ccc.192367 00201 20801.1 326

7. Noshina, S., Ayesha, A.(2011). Book Review: The World News Prism: Global Information in
a Satellite Age by William A. Hachten & James F. Scotten. Journal of Media Studies, 2,
25-29.

8. Ayesha, A., Adnan, H., Hina, F. & Fahad, A. (2014).Unveiling the art of political cartooning in
Pakistan : A retrospect. International Journal of Comic Art, 16(1), (In Press).

9. Ayesha, A. & Shumaila, A. (2014). The effects of playing with white dolls in advertisements:
A case study of young girls’ exposure towards ‘mediated beauty’ in Pakistan. The Women:
Annual Research Journal of Women Studies. (In Press.)

10. Ayesha, A. & Adnan, H. (2014). Meet Uncle Sam as mediator: The image of the United States in
political cartoons of Pakistan with reference to Kashmir dispute between Pakistan and India,
Pakistan Journal of American Studies. (Under Review)

11. Ayesha, A. (2014). ‘We are more than jailbirds’: Political and editorial influences on political
cartoonists in Pakistan (Under Review)

12. Ayesha, A. (2014). Stereotypical description of a ‘perfect woman’ in Pakistani television

dramas. Science International. (Under Review)

Conference papers

1. Ayesha, A. & Adnan, H. (Nov, 2012). Multicultural media in multicultural society—A

Pakistani perspective. Paper Presented at ICMCC 2012 International Conference.
Indonesia: Universitas Muhammadiyah Yogyakarta(UMY).

2. Fatima, H., & Ayesha, A. (July, 2012). Effects of violence in video games. Paper Presented at
International Conference of A s i a n M e d i a I n f o r m a t i o n a n d C o m m u n i c a t i o n
Centre (AMIC). Malaysia: Kuala Lumpur.

3. Gulnaz, H., Ahmed, M., & Ayesha, A.(March, 2012). Projection of frustration and aggression
among youth through television crime shows in Pakistan. Paper Presented at Visualist
2012 International Conference. Istanbul: Istanbul Kultur University Turkey.
Book Chapters
1. Ayesha, A. & Ahmed, M. (October, 2013). Gender in cartoons-A glocalized perspective. In.
F. Ibrahim, S. A. Rahim, W. A. W. Mahmud, & N. Mustaffa, Communication and
Transformation: Progress and Paradox (pp. 13-26). Malaysia: Universiti of Kebangsaan
Malaysia Press.

International Conferences:

1. ICHSS 2013 (Rome, Italy)

International Conference on Social and Human Sciences organized by Rome, Italy: Sapienza
University of Rome on September 20-22, 2013.

2. ICMCC 2012 (Yogyakarta, Indonesia)

International Conference on Multicultural Media in Multicultural Society organized by
Indonesia: Universitas Muhammadiyah Yogyakarta(UMY), Yogyakarta, Indonesia on November
7-8, 2012

3. I-COME 2012 International Conference (2012) (Kedah, Malaysia)

International Conference on Revisiting Communication for Organizational and Social Change:
Exploring the Missing Link organized by Universiti Utara Malaysia (UUM), Kedah Malaysia on
November 1-3, 2012 Indexed by ISI, Scopus, EbscoHost.

4. 21st AMIC Annual Conference (2012) (Singapore)

International Conference on Forty Years of Media and Communication in Asia: Retrospect,
Introspect and Prospects organized by A s i a n M e d i a I n f o r m a t i o n a n d
C o m m u n i c a t i o n C e n t r e ( A M I C ) a n d the Faculty of Communication and Media
Studies, Universiti Teknologi MARA (UiTM), Singapore on July 11-14, 2012.

5. Visualist 2012 (Istanbul, Turkey)

International Congress on Visual Culture: New Approaches in Communication, Arts &
Design “Digitalization” organized by Istanbul Kultur University at Önder Öztunali
Conference Hall, Istanbul Turkey on 7th -9th March 2012.

6. Mention 2011 (Putrajaya, Malaysia)

International Conference on Media and Communication Mention 2011: Communication
Transformation: Progress and Paradox, organized by School of Media and Communication
Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia & Tun
Abdul Razak Institute of Broadcasting (IPPTAR) under Ministry of Information,
Communication and Culture of Malaysia at Hotel Equatorial Bangi Putrajaya Malaysia on 11th -
12th October 2011.

National & International Workshops:

2012:

1. NVIVO 8- Qualitative Data Analysis

(1 Day International Workshop)(21-06-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Dr. Premalatha, at Institute of
Postgraduate Studies, USM, Penang Malaysia.

2. Thesis Writing for Beginners

(1 Day International Workshop)(06-06-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Dr. Sibly, at Institute of
Postgraduate Studies, USM, Penang Malaysia.

3. Managing Your Reference Using Endnote

(2 Day International Workshop)(05-06-12)(07-06-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Dr. Tan Mei Lan & Noor Adilah
Bintiazmi, at Institute of Postgraduate Studies, USM, Penang Malaysia.

4. Information Literacy Skills

(1 Day International Workshop)(05-06-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Mohd Ikhwan Ismail, at Hamza
Sendut Library I, USM, Penang Malaysia.

5. Qualitative Research Methods: Discourse Analysis & Semiotics.

(1 Day International Workshop)(14-03-12)
Organized by School of Communication USM, Conducted by Prof. Dr. Adnan Bin Hussein, at
School of Communication, Universiti Sains Malaysia, Penang Malaysia.

6. Qualitative Research Methods: In-depth Interviews & Focus Groups.

(1 Day International Workshop)(07-03-12)
Organized by School of Communication USM, Conducted by Dr. Nik Normah, at School of
Communication, Universiti Sains Malaysia, Penang Malaysia

7. Getting Your Manuscript Published

(1 Day International Workshop)(06-03-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Dr. Kamarul Kabilan, at Institute
of Postgraduate Studies, USM, Penang Malaysia

8. Literature Review
(1 Day International Workshop)(03-02-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Dr. Kamarul Kabilan, at Ibn-e
Khaldun Hall, Institute of Postgraduate Studies, USM, Penang Malaysia.
9. Basic Principles of Designing Experiments
(1 Day International Workshop)(01-02-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Prof. Dr. K. Jayaraman, at
Institute of Postgraduate Studies, USM, Penang Malaysia.

10. Research Proposal Writing

(1 Day International Workshop (16-01-12)
Organized by Universiti Sains Malaysia Penang, Conducted by Dr. Lim Hooi Lian, at Institute of
Postgraduate Studies, USM, Penang Malaysia.

2009:

11. Research Execution (SPSS, Citation, Online Resources)

(2 Days National Workshop)(17-06-2009 to 18-06-2009)
Organized by University of the Punjab Lahore at Institute of Communication Studies, University
of the Punjab Lahore, Pakistan

2008

12. War & Peace Journalism

(3 Days International Workshop)(04-11-2008 to 06-11-2008)
Organized by Oslo University College Norway & University of the Punjab Lahore, Conducted
by Prof. Dr. Rune Ottosen, at Institute of Communication Studies, University of the Punjab
Lahore, Pakistan

13. National Integration & Media

(2 Days National Workshop)(26-01-2008 to 27-01-2008)
Organized by University of the Punjab Lahore at Institute of Communication Studies, University
of the Punjab Lahore, Pakistan
.

Training and Courses

1. Malaysian Language Course

February 2012- June 2012
Universiti Sains Malaysia, Penang, Malaysia

2. French language Course

July 2008- September 2008
University of the Punjab, Lahore Pakistan

3. MS-Office and Internet Training

June 2005
The United States Information Resource Center, Lahore. Pakistan

Professional Experience

1. Event manager of Cultural Food Festival in USM International Cultural Fiesta 2013
 Postgraduate Students Association, USM

2. Dunya TV, Lahore (2008)

Copy Writer

3. ARY ONE WORLD Lahore (2008)

Internee reporter

4. The Daily Nation, Lahore (January 2007- March 2007)

Internship

5. “The Sunday Plus” The Daily Nation, Lahore(April2007-December2007)

Feature writer
Many articles have been published in Daily Nation, Lahore specifically on social Issues.

6. Paki writers (2005)

Freelance content writer

7. PU. FM 104.6(campus Radio) University of the Punjab, Lahore.(2005-2006)

Anchor & Reporter

Media Projects
1. “Doctors - A boon or Bane” (Video documentary )
2. “Matters” (A mock magazine )

Languages
1. English – speak, read and write with excellent skills
2. Urdu – native & national language
3. Punjabi – native language
4. Bahasa Melayu – speak with basic competence.
5. French - speak with basic competence.

Countries Visited
Norway, Sweden, Denmark, Malaysia, Thailand, Indonesia, Oman.

Institutions Attended
Universiti Sains Malaysia Penang, Malaysia.
Universitas Muhammadiyah Yogyakarta Indonesia.
Oslo University College Norway.
University of Oslo, Norway.
University of the Punjab Lahore Pakistan
GC University Lahore Pakistan
Lahore College for Women University Lahore Pakistan

References:
1. Professor Dr. Adnan Hussein
Professor, School of Communication, Universiti Sains Malaysia.
Deputy Vice Chancellor. Universiti Sains Malaysa.
Email: adnan@usm.my

2. Prof. Dr. Kamaliah Sirap

Associate Professor, School of Communication Studies
University Sains Malaysia.
Email: Kamaliah@usm.my