Journal of Media Studies, Vol 36, No 1 (2021)

Font Size:  Small  Medium  Large

A Case for Incorporation of New Media Aspects in the Pakistan’s Mass Communication Curriculum

Abdulhamid Mpoza, Madiha Maqsood


There is an increased use of interactive digital communication technologies in the media organizations which have brought tremendous changes in the daily lives of millions of people across the globe. However the challenge is how far media educational institutions in Pakistan have kept with the pace in curriculum redesigning. Through documents analysis and in-depth interviews, this study shows that the new media (social media) aspects are mostly offered as an optional course. At undergraduate level, introduction to social media and online journalism are offered in fourth and fifth semesters respectively. Digital Media is offered to students of MPhil (research and professional tracks) as an elective course in second semester. The media educators and curriculum developers interviewed acknowledge the existing gaps in the curriculum and recommend practical steps towards improving it with inclusion of new relevant aspects even beyond new media. The study confirmed that the way mass communication educators are adapting to the new media technologies is in line with the Fidler's (1997) principles of mediamorphosis. The paper observes a huge academia-industry gap which must urgently be addressed through curriculum review and mutual partnerships.


Arnedillo-Sánchez, I. & Isaías, P. (Eds.) (2012) Proceedings of the IADIS International      Conference Mobile Learning 2012: Berlin, Germany, March 11-13, 2012. Lissabon? IADIS Press.

Bell, D. & Kennedy, B. (2000) In Dewdney, A. & Ride, P. (2006) The New Media Handbook.         USA and Canada: Routledge

Clair., J.S. (2015) Doing it for Real: Designing Experiential Journalism Curricula that Prepare       Students for the New and Uncertain World of Journalism Work. Coolabah, No.16, 2015,              ISSN 1988-5946, Observatori: Centre d'Estudis Australians / Australian Studies Centre, Universitat de Barcelona

Deuze, M. (2006). Global Journalism Education. Journalism Studies, 7(1), 19-34.

Fidler, R. (1997) Mediamorphosis: Understanding New Media. Thousand Oaks, CA: Pine Forge Press.

Freberg, K., & Kim, C. M. (2018). Social Media Education: Industry Leader Recommendations          for Curriculum and Faculty Competencies. Journalism & Mass Communication Educator, 73(4), 379-391.

George, D. R., & Dellasega, C. (2011). Use of social media in graduate-level medical humanities        education : Two pilot studies from Penn State College of Medicine Use of social media in           graduate-level medical humanities education : Two pilot studies from Penn State College               of Medicine.

Gutiérrez-Martín, A., & Tyner, K. (2012). Media Education, Media Literacy and Digital Competence. Comunicar, 19(38), 31-39.

Kaplan A, M, & Haenlein M. (2010). Users of the world, unite! The challenges and opportunities                   of social media. Bus Horiz 53(1):59-68.

King S, Greidanus E, Carbonaro M, Drummond J, Patterson S. (2009). Merging social    networking environments and formal learning environments to support and facilitate interprofessional instruction. Med Educ Online 14(5), doi:10.3885/meo.2009.T0000132.

Kothari, A., & Hickerson, A. (2016). Social Media Use in Journalism Education: Faculty and        Student Expectations. Journalism & Mass Communication Educator, 71(4), 413-424.

Lenhardt, A., & Madden, M. (2005). Teen Content Creators and Consumers.Washington, DC:      Pew Internet & American Life Project, November 2. Available online at

Lievrouw, L.A. (2004) 'What's Changed about New Media? Introduction to the Fifth      Anniversary Issue of New Media and Society', New Media and Society 6(1): 9-15.

III, R. W. (2014). Curriculum Development in the Digital Age of Journalism. GSTF Journal on            Media & Communications, 2(1).

Mensing, D. (2010). Rethinking [Again] the Future of Journalism Education. Journalism Studies,           11(4), 511-523.

Neese, B. (2016) What Is New Media?

Poynter Institute Study Report 2013; "The Future of Journalism Education."                  on-the-future-of-journalism-education-218981331.htm

Tomasello, T. K., Lee, Y., & Baer, A. P. (2009). 'New media' research publication trends and          outlets in communication, 1990-2006. New Media & Society, 12(4), 531-548.

Ullah. M. S (2012) Paradigm Shift in Journalism Education at University Levels in South Asia:                  In Search of a New Adaptive Model. The Journal of the South East Asia Research      Centre for Communications and Humanities. Vol. 4 No. 2, 2012, pp 101-114

Ureta, A. L., & Peña, S. (2018). Keeping pace with journalism training in the age of social media and convergence: How worthwhile is it to teach online skills? Journalism, 19(6), 877-       891.

Wimmer, R. D. & Dominick, J.R. (2011). Mass media research: An introduction. 9th ed. Cengage-Learning: USA.

Full Text: PDF


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Institute of Communication Studies
University of the Punjab, Quaid-e-Azam Campus, Lahore - 54590, Pakistan.

E-Mail :

Phone No. : 92-42-99231225