AMCAP | Association of Media and Communication Academic Professionals

Media, Culture & Society

This section delves into the intricate network of interactions between media, culture, and society. It seeks to unravel the multifaceted ways in which media both mirrors and molds our cultural identities, social structures, and collective consciousness. Through a multidisciplinary lens, we explore how media influences cultural expressions, the dissemination of information, and the construction of narratives that inform our perceptions of the world. From the impact of digital technology on media consumption to the role of media in fostering inclusivity and diversity, from the power of storytelling to shape our beliefs to the ethical dilemmas posed by media practices, this section invites us to engage in a thought-provoking journey. Our aim is not only to understand the dynamics at play but also to critically assess how cultural and societal forces influence the media we consume and create.

Section Chair


Dr. Ayesha Siddiqua

Associate Professor

Department of Media and

Communication Studies

NUML, Islamabad


Topics this section may include:

  • The relationship between media-driven globalization and culture/es across the world

  • The role of media in shaping public opinion and influencing social change

  • The impact of digital technologies and social media on communication, identity and culture

  • The representation and diversity of different groups and perspectives in media texts and genres

  • The historical and contemporary development of media industries, policies and practices

  • The analysis and evaluation of media texts using various theoretical and methodological approaches


We encourage all the AMCAP members to participate for our future activities/projects that are related to communication competencies to meet the new challenges and influence the emerging opportunities for innovation to bring social and behavioural change in the society.