Dr. Atif Ashraf

Dr. Atif Ashraf

Assistant Professor & HoD, Department of Film, TV and Digital Media and Department of Media & Mass Communication

atifashraf@ucp.edu.pk
Ext: 466

Profile Summary

With over 20 years of experience in the media industry and academia, including roles as a Producer at Express News and as a Senior Producer and Shift in charge at Dunya TV and Aap News, I bring a wealth of expertise in content creation, academic research, production, editing, and news management. Currently I am serving as an Assistant Professor and HoD at the Faculty of Media and Mass Communication since March 2020, I hold a PhD in Media Studies with an extensive publication record, including 25 research papers and Nine conference papers. I have also won best researcher award of UCP at faculty level. I have produced five PhDs and 17 MPhil/MS graduates. As a graduate of the National Academy of Higher Education and an HEC-PhD-approved supervisor, I am committed to advancing knowledge and fostering the growth of future media professionals. My research interests are journalism practice and political communication.

Qualification

Ph.D Media Studies The Islamia University of Bahawalpur 2018
M.PhilMass CommunicationAllama Iqbal Open University, Islamabad2012
M.AMass Communication University of the Punjab, Lahore2004
B.AJournalismUniversity of the Punjab, Lahore2002
FScPre Engineering Govt FC College Lahore2000
MatriculationScience Govt Central Model School, Lahore1998

Experience

Assistant Professor and HoD University of Central Punjab, Lahore 2020 to date
Senior Producer Aap News (TV channel) , Gulberg Lahore 2019-2020
Senior Producer Dunya News (TV Channel) Abbot Road Lahore 2017-2019
Producer Express News (TV Channel) Kalma Chowk, Lahore 2007-2017
Sub-Editor The Post (English Daily) Lawrence Road Lahore 2005-2007

Publications

Click to View

  • Basit, A., Alam, M. K., & Ashraf, A. (2025). Adoption of AI-powered learning tools in Pakistani universities: A TAM (Technology Acceptance Model)-based analysis. Journal of Professional Research in Social Sciences, 12(1), 61–76. https://doi.org/10.58932/MULA0055
  • Amin, S., Ashraf, A., & Hussain, T. (2025). Relationship between Facebook use and desensitization to ethical issues: A study of university students in Lahore. Metallurgical and Materials Engineering, 554–563. https://metall-mater-eng.com/index.php/home/article/view/1608
  • Ashraf, A., Minhas, S., & Amin, S. (2025). Fake news, ELM, and information literacy: How social media users process false information in Pakistan. Journal of Media and Entrepreneurial Studies, 5(1). https://doi.org/10.56536/jmes.v5i1.63
  • Nisa, M., & Ashraf, A. (2024). Echo chamber effect of fake political news in spreading misinformation: A study of Facebook users in Pakistan with the moderating role of media literacy. Remittances Review, 8(1), 136–163. https://remittancesreview.com/menu-script/index.php/remittances/article/view/2136
  • Ashraf, A., Durrani, S., & Hussain, D. T. (2024). Fear, fair, or favor? How senior journalists practice self-censorship: A study of top news channels in Pakistan. Journal of Professional Research in Social Sciences, 11(1), 128–154. https://doi.org/10.58932/MULA0024
  • Saqib, M., & Ashraf, A. (2024). Impression management strategies on Instagram: A study of university students in Faisalabad. Remittances Review, 9(2), 2620–2650. https://remittancesreview.com/menu-script/index.php/remittances/article/view/1706/1117
  • Ashraf, A. (2024). Resilience-focused approach: Exploring practices of Pakistani journalists in covering flood risk. Journal of Media and Entrepreneurial Studies, 4, 107–117. https://www.jmes.pk/index.php/JMES/article/view/36
  • Ashraf, A., Amin, S., & Zahra, S. (2024). The influence of datafication on newsroom epistemologies: Perceptions of digital journalists in Pakistan. Migration Letters, 21(S2), 1725–1738. https://migrationletters.com/index.php/ml/article/view/11985
  • Dost Muhammad Yousafzai, & Ashraf, A. (2023). Regional dynamics and China-Pakistan Economic Corridor: A foreign policy analysis through the prism of print media. Central European Management Journal, 31(3), 596–605. https://journals.kozminski.cem-j.org/index.php/pl_cemj/article/view/1037
  • Butt, A. R., & Ashraf, A. (2023). Patterns of press partisanship: A framing study of pre and post polls of 2018 in Pakistan. Journal of Positive School Psychology, 2121–2136. https://journalppw.com/index.php/jpsp/article/view/17933/11236
  • Mehr-un-Nisa, & Ashraf, A. (2023). Examining the impact of fake news on political polarization: A study of Facebook users. Central European Management Journal, 31(3), 552–561. https://journals.kozminski.cem-j.org/index.php/pl_cemj/article/view/1003
  • Ikram, U., Ashraf, A., & Sadiqa, A. (2023). Construction of climate action news: Exploring the role of media professionals in Pakistan. Global Digital & Print Media Review, VI(II), 388–402. https://doi.org/10.31703/gdpmr.2023(VI-II).28
  • Yousafzai, D. M., & Ashraf, A. (2023). Media dynamics beyond the borders: A comprehensive analysis of the threats and challenges to CPEC in global print media. Journal of Positive School Psychology, 7(6), 1419–1427. https://journalppw.com/index.php/jpsp/article/view/17889
  • Awais, S., Ashraf, A., Shabir, G., & Balouch, S. (2022). Resolving or creating conflicts: Examining the role of political talk shows in Pakistan. Sustainable Business and Society in Emerging Economies, 4(2), 303–316. https://doi.org/10.26710/sbsee.v4i2.2266
  • Shabir, G., Ahmed, K., Ashraf, A., & Siddiqua, A. (2022). Role of media in strengthening Pakistan’s image with respect to security. Sustainable Business and Society in Emerging Economies, 4(1), 247–260. https://doi.org/10.26710/sbsee.v4i1.2246
  • Tahir, K., Ashraf, A., & Shabir, G. (2022). Portrayal of parent–children relationships in television drama serials of Pakistan. Journal of Business and Social Review in Emerging Economies, 8(1), 51–60. https://doi.org/10.26710/jbsee.v8i1.2137
  • Awais, S., Ashraf, A., & Shabir, G. (2021). Relationship between representation of violence against women in TV drama serials and reactivity of viewers. Journal of Business and Social Review in Emerging Economies, 7(4), 821–833. https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1990
  • Tahir, K., Ashraf, A., & Ghafar, M. ul. (2021). Portrayal of parents and children behavior: A study of TV drama serials in Pakistan. Global Digital & Print Media Review, IV(III), 20–30.
  • Siddiqua, A., Sultan, K., Ashraf, A., & Shabir, G. (2021). Abrogation of Article 370 and media framing of Kashmir conflict: A reconciliatory approach. Sustainable Business and Society in Emerging Economies, 3(3), 133–146. https://publishing.globalcsrc.org/ojs/index.php/sbsee/article/view/1839
  • Awais, S., Ashraf, A., & Hassan, T. (2021). Violence against women treated as an act of violence or as a normal practice: A study of Pakistani TV drama serials. Elementary Education Online, 20(1), 3213–3227. https://ilkogretim-online.org/index.php/pub/article/view/2636
  • Siddiqua, A., Ashraf, A., Shabir, G., & Ghaznavi, Q. (2021). Framing of Kashmir conflict in elite Pakistani and Indian newspapers after revocation of special status. Journal of Business and Social Review in Emerging Economies, 7(1), 291–300. https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1621
  • Ashraf, A., Rashid, H., Shabir, G., & Ghaznavi, Q. (2021). Coronavirus and cognitive dissonance: Behavior of Pakistanis during pandemic peak. Journal of Business and Social Review in Emerging Economies, 7(1), 149–158. https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1570
  • Rashid, S., Ashraf, A., & Ali, S. (2021). Shift to online communication patterns by public relations practitioners. Global Media Journal, 8(1).
  • Ullah, F., & Ashraf, A. (2021). Gender portrayal in outdoor advertising in Punjab and Khyber Pakhtunkhwa (KPK). Journal of Peace, Development & Communication, 4(3), 109–131.
  • Siddiqua, A., Shabir, G., Ashraf, A., & Khaliq, A. (2020). Media framing of pandemics: Coverage of COVID-19 in elite newspapers of Pakistan. Journal of Business and Social Review in Emerging Economies, 6(4), 1267–1275. https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1410
  • Shabir, G., Ashraf, A., Shah, B., & Ghaznavi, Q. (2020). Compromised autonomy: Impact of social pressures on editorial decision-making in Pakistan. Global Media Journal, 8(2), 56–72.
  • Shabir, G., Ashraf, A., Rasool, F., & Ghaznavi, Q. (2020). Dependence of editorial independence: Influence of economic factors on news channels in Pakistan. Journal of Business and Social Review in Emerging Economies, 6(2), 883–892. https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1269
  • Ashraf, A., & Shabir, G. (2019). Impact of political environment on media freedom in Pakistan. Journal of South Asian Studies, 34(1), 250–263. https://pu.edu.pk/images/journal/csas/PDF/14_v34_1_19.pdf
  • Safdar, G., Khan, A. W., & Ashraf, A. (2017). Image of war on terror into minds of people. The Government, 81–94. https://sujo.usindh.edu.pk/index.php/THE-GOVERNMENT/article/view/1366
  • Ashraf, A., & Shabir, G. (2015). PEMRA code vs media practice: Perception of broadcast journalists about media freedom in Pakistan. Journal of Mass Communication, 13, 91–116. https://jmcd-uok.com/index.php/jmcd/article/view/30

International Programs Merit List Apply Online Our Newsletter