AMCAP | Association of Media and Communication Academic Professionals

AMCAP-PU 2023 International Media Conference


 February 08-09, 2023

 University of the Punjab, Pakistan


In the dynamic interplay between journalism and society, their symbiotic relationship has evolved significantly over time. The multifaceted nature of postmodern societies has given rise to diverse forms of journalism, such as tribal journalism, sports journalism, peace journalism, philanthropic journalism, citizen journalism, climate journalism, and more. This inclusivity reflects the role of journalism as an institution for consensus and solidarity, contributing to the common good. Concepts of consensus and solidarity, championed by thinkers like Mary Parker Follett and Allama Mohammad Iqbal, emphasize the importance of media subordinating to the collective will of society for democratic functioning. The advent of digital media technologies continually reshapes the nature and function of journalism in societies, enabling groups to form collective ideas and feelings.

The technological developments present a myriad of questions regarding the relationship between journalism and society. These range from understanding the dynamics of creating a common will in virtual and physical groups to addressing challenges posed by digital media, media mergers, and the concentration of ownership. The survival of legacy and small-scale media in the face of digital advancements becomes a crucial concern. As societies become increasingly polarized, the role and responsibilities of journalism in fostering unity and addressing marginalized voices come under scrutiny.

Despite its intended role in fostering informed discourse, journalism has faced challenges to its credibility, often succumbing to propaganda and misinformation. Media's alignment with political and economic interests has contributed to fragmented societies, amplifying the voices of the privileged while suppressing those of the marginalized. Digital platforms, with their efficiency and cost-effectiveness, have altered audience behaviors and posed a threat to traditional media models. The advent of Artificial Intelligence further complicates the landscape, challenging conventional mass communication models.

Looking forward, the future of journalism lies in adapting to technological and economic changes, while upholding ethical standards. The conference, titled 'Revisiting the Relationship between Journalism(s) and Society in the Digital Age for Common Good,' underscored the need for holistic approaches. It called for a reevaluation of traditional concepts to envision a brighter future, emphasizing social consensus, equality, solidarity, freedom, and common goals. The collaboration of academia, media practitioners, and policymakers is deemed essential in building a consensus that reflects the common will and common good for the benefit of society. The conference's plenary sessions aimed to address these complex scenarios, offering a platform for dialogue and collaboration.


  • Association of Media & Communication Academic Professionals (AMCAP)
  • Department of Journalism Studies, University of the Punjab
  • Institute of Education and Research, University of the Punjab


Click here for the Proceedings Book 2023


Conference Program

Day-One February 08, 2023 (Wednesday)

09:00 - 09:30 am

Conference Registration

09:30 - 11:00 am

Opening Session 

11:00 - 11:30 am 

Tea Break

11:30 - 01:00 pm

Plenary (1) 

Media for Solidarity

01:00 - 2:00 pm 


02:00 - 03:30 pm 

Plenary (2) 

Survival of Journalists in the Digital Transition

03:30 - 03:45 pm



03:45 - 05:15 pm

Parallel Sessions

 Research Papers-I


Visual Communication-1

Day Two February 09, 2023 (Thursday)

09:30 - 11:00 am

Parallel Session

Research Papers-II


Visual Communication-II

 11:00 - 11:30 am


11:30 - 01:00 pm 

Plenary Session (3)

Dealing with the Ethical Dilemmas in Journalism

01:00 - 02:00 pm


 02:00 - 03:30 pm

Making Careers in Media : Interactive Session with the Professionals

Working Group: Learning from Pedagogies: Practices and Possibilities in Media Education

03:30 – 03:45 pm 


03:45 - 05:15 pm

Closing Session

05:15 - 05:20 pm 

Group Photo

07:00 pm

Sufi Night at SCS