Dr. Sadaf Zahra
Assistant Professor &
Editor (UCPJMC)
Sadaf.zahra@ucp.edu.pk
Ext: 221
Ext: 221
Dr. Sadaf Zahra is an Assistant Professorat Faculty of Media and Mass Communication, University of Central Punjab, Lahore. She has recently completed her PhD in Communication Studies from University of the Punjab, Lahore. She did her M.Phil. from Bahauddin Zakariya University, Multan with a distinction of Gold Medal. She is associated with University of Central Punjab since 2017; firstly, as Research Associate and then as Lecturer. Besides performing other various tasks at department level, she renders her services as head of departmental research committee, and Managing Editor of UCP Journal of Mass Communication. She is also working as reviewer of two International and one National Research Journal. She has more than 10 research publications in different HEC recognized journals likewise she has presented her research work in several national and international conferences. Ms. Zahra also has hands-on experience with soft-wares like SPSS, NVivo, Endnote, Citavi and Mendeley etc. Her areas of interest in research include Feminism, Media Ethics, Health Communication, and Cyberbullying.
| PhD | Communication Studies | Institute of Communication Studies, University of the Punjab, Lahore | 2015-2023 |
| M.Phil | Communication Studies | Department of Communication Studies, Bahauddin Zakariya University, Multan | 2012-2014 |
| BS | Mass Communication | Virtual University of Pakistan | 2008-2012 |
| Intermediate | Pre-Medical | BISE Multan | 2005-2007 |
| Matriculation | Science | BISE Multan | 2004 |
| Assistant Professor | Faculty of Media and Mass Communication, University of Central Punjab | 2024-Present |
| Lecturer | Faculty of Media and Mass Communication, University of Central Punjab | 2019-Present |
| Research Associate | Faculty of Media and Mass Communication, University of Central Punjab | 2017-2019 |
| Visiting Lecturer | Department of Communication Studies, Bahauddin Zakariya University, Multan | 2015 |
| Internee | Khabrain Group of Newspapers, Multan | 2012 |
| Teacher | Oxford Public School, Multan | 2004-2008 |
| Managing Editor | UCP Journal of Mass Communication | 2022-Present |
| Reviewer | Feminist Media Studies | - |
| Reviewer | Journal of Information, Communication & Ethics in Society | - |
| Reviewer | Global regional Review | - |
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- Zahra, S., & Babar, Z. U. D. (2026). Greenwashing vs. genuine sustainability: A systematic review of digital advertising and consumer perception. Dialogue Social Science Review (DSSR), 4(6), 109–131. https://dialoguesreview.com/index.php/2/article/view/1741
- Arshad, R., Zahra, S., & Babar, Z. U. D. (2026). The potential of tea and coffee waste recycling on social media (Facebook, Instagram) for a sustainable future. Center for Management Science Research, 4(5), 478–488.
- Engendered journalism as profession: Challenges Pakistani female journalists face in their domestic life. (2025). Journal of Media and Entrepreneurial Studies, 6(1).
- Digital languages: Exploring the influence of internet language on modern communication. (2025). Review Journal of Social Psychology & Social Works, 3(4).
- Social media as a catalyst for online political participation among young adults. (2025). Journal of Media Horizons, 6(3).
- Virtual voices: The role of social media in shaping civic engagement among young adults. (2025). Review Journal of Social Psychology & Social Works, 3(3).
- Reason behind the struggle: Aspirations of Pakistani female journalists behind joining this profession. (2025). Human Nature Journal of Social Sciences, 6(2).
| 1 | Presented a paper “In Game Advertising and Addiction of Gamers: A Case of Pakistani Youth” in “2nd International Media Conference”. (abstract published) |
| 2 | Presented a paper “Effects of Eco-Friendly Advertising On Green Awareness and Purchase Intention: Mediating Role of Environmental Concern” in “2nd International Media Conference”. (abstract published). |
| 3 | Presented a paper “Social Media Usage, Online Political Participation, and Civic Engagement: A Case of young adults in Lahore” in “2nd International Media Conference”. (abstract published). |
| 4 | Presented a paper “Fear of Victimization in the Digital Age: A Multi-Dimensional Analysis of Youngster’s Psychological Well Being” in “2nd International Media Conference”. (abstract published). |
| 5 | Presented a paper “Influence of Gender Roles Depicted in Modern Pakistani Television Dramas on Career Aspirations of Lahore’s Youth” in “2nd International Media Conference”. (abstract published). |
| 6 | Presented a paper “Effects of Traditional and Cyber-Harassment on Academic Performance and Substance Usage of University Students of Lahore: A Mediational Approach” in “AMCAP Conference - Artificial Intelligence and Media: A Force of Colonization or Empowerment”. (abstract published). |
| 7 | Presented a paper “The Role of Social Media and Self-Objectification in Couple's Body Image and Relationship Dynamics” in “1st International Conference on Integration of Social Sciences”. (abstract published). |
| 8 | Presented a paper “Beauty Vlogs and Self-Objectification: Factors and Effects on University Students of Lahore” in “2nd International Media and Communication Conference”. (abstract published). |
| 9 | Presented a paper “Social constraints impacting the working of journalists in the non-metro cities: a journalistic perspective study” in “2nd International Media and Communication Conference”. (abstract published). |
| 10 | Presented a paper “Self-Identification of LGBTQ Community in Pakistan: Exploring the Role of Social Media” in “2nd International Media and Communication Conference”. (abstract published) |
| 11 | Presented a paper “Impact of Social Constraints on the Psychological Well-being of Journalists in the Non-Metro Cities” in “8th Multi-Disciplinary Student Research International Conference”. (abstract published) |
| 12 | Presented a paper “Self-Identification of LGBTQ Community in Pakistan: Exploring the Role of Social Media” in “8th Multi-Disciplinary Student Research International Conference”. (abstract published) |
| 13 | Presented a paper “Engendered Journalism as Profession: Challenges Pakistani Female Journalists face in their Domestic Life” in Three-Day International Conference “International Media and Communication Conference”. (abstract published) |
| 14 | Presented a paper “Media Representation of Muslim Women in ‘Time’ & ‘Newsweek’: A Comparative Analysis Within Feministic Perspective” in Two-Day International Conference “Women, Media & Transnational Perspectives”. (abstract published) |
| 15 | Presented a paper “Crime Raid Shows of Pakistani TV News Channels in the Mirror of Ethical Values: Exploring the Perception of General Consumers” in Three-Day International Conference “International Media Conference: Global Education, Professionalism & Commercialism”. (abstract published) |
| 16 | Presented a paper “Electronic Media Advertisements and Brand Consciousness among Youth: A Case Study of UCP Students” in Three-Day International Conference “International Media Conference: Global Education, Professionalism & Commercialism”. (abstract published) |
| 17 | Presented a paper “Learning goes Digital: Impact of WhatsApp Discussion Groups on Academic Performance of University Students in Lahore” in Three-Day International Conference “International Media Conference: Global Education, Professionalism & Commercialism”. (abstract published) |