AMCAP | Association of Media and Communication Academic Professionals

AMCAP-UO 2022 International Media Conference


February 02-03, 2022

University of Okara, Pakistan


In the unprecedented turn of events in 2020, the World Health Organization declared the Covid-19 outbreak a pandemic on March 11. Subsequently, the global landscape underwent a profound transformation, marked by significant changes in societal structures and operations. The Covid-19 pandemic ushered in a new phase characterized by the prioritization of human health, intensified digitization, the adoption of remote work culture and e-education, the emergence of online communities, a challenging social order, and widespread economic downturn. The human toll of the pandemic amounted to the loss of 4.4 million lives globally, while the economic impact reached an estimated 76.69 billion US dollars, accompanied by issues such as unemployment, inflation, and food scarcity.

The communication of health information during the pandemic became a crucial aspect of disease management. The information environment, shaped by Covid-19, remained uncertain, making it challenging to distinguish between misinformation, disinformation, lies, rumors, truths, opinions, and news. This global information chaos prompted critical questions regarding the strategic use of communication media, both mainstream and social, raising concerns about their role in disseminating information effectively. The pandemic-induced disruption also compelled a reevaluation of established theories and notions of behavior change, necessitating an adaptation to the emerging realities of social media, post-truth narratives, and information flux.

Governments worldwide faced challenges to their authority as protests erupted in the USA, UK, Brazil, Germany, and other parts of the world, contesting prescribed behaviors and actions. The critical issue of economic resource availability became more pronounced as nations grappled with divisions over vaccine availability and types. Post-March 2020, humanity found itself thrust into a new world, not by choice but by the force of a virus measuring less than 20 nanometers. The virus's transformative ability served as a lesson in adapting to change amidst uncertainty. This uncertainty prompted a need for deliberation and analysis to reevaluate human conditions in the post-pandemic world, with a multi-layered approach involving all stakeholders, placing communication and media at the center. The AMCAP-UO 2022 International media conference aimed to address these scenarios through four plenary sessions, exploring themes such as the effects of media on public behavior, the intersection of digital media, public health, and gender in Pakistan, journalism's role during crises, and the human rights and responsibilities of media in the pandemic. Additionally, a Working Group comprised teaching faculty from media departments across Pakistan, evaluating program vision, mission, policy, and direction from a character-building perspective.



  • Association of Media & Communication Academic Professionals (AMCAP)
  • University of Okara


Click here for the Proceedings Book 2022


Conference Program

Day-One February 02, 2022 (Wednesday)




09:00 – 10:00 am

Conference Registration

10:30 -12:00 pm

Opening Session

12::00 - 1:00 pm


1:00- 2:30 pm

Plenary (1)

Lessons Learned: The Effects of Media on Public Behavior; What was More Difficult to Deal with: (mis/dis) Information or Virus?

02:30 - 2:45 pm


2:45 - 4:15 pm

Research Papers-I

Parallel Session

4:15 - 4:30 pm


4:30- 6:00 pm

Plenary (2)

Digital Media, Public Health and Gender: Challenges and Prospects

6:00- 7:00 pm

Working Group:  Character Building and Well-being in (media) Education: What is the Way Forward?

7:30 – 09:00 pm


Day Two February 03, 2022 (Thursday)

10:00 -11:30 am

Research Papers-II

Parallel Session

11:30 - 11:45am


11:45 - 01:15 pm

Plenary Session (3)

NEWS that Serves; Doing Journalism for the People During Crisis

1:15 - 2:15 pm


2:15 - 3:45 pm

Special Session

Living in Pandemic: Human Rights and Responsibilities of Media

3:45 – 4:00 pm


4: 00 - 5:30 pm

Closing Session

5:30 - 6:00 pm

Tea and Group Photo