AMCAP was established with a belief that media education should be a deliberate effort to bring about an organic relationship between an individual and the society to which he or she belongs, and this is achieved through an orderly transmission of the collective experience of the social mind from generation to generation. There is a need that media academia in Pakistan keep pace with the progress of modern ideas while retaining the distinct character of their own culture.
Media educators and scholars together need to have a common forum for collective growth to meet contemporary media and communication challenges. Foundations have been laid out for this by Allama Muhammad Iqbal and his school of thought. By following those foundations, we can go far beyond acquiring a balance between modern ideas and the character of our culture and arrive at a clear perception of a transcendent unity between the two. AMCAP aims to organize the media educational forces of Pakistani society into a central institution for this larger purpose.