Journal of Mass Communication & Journalism

This study investigates negative campaigning and issue preferences as reflected in the use of Twitter posts
released during the 2011-2012 presidential primaries. Negative political campaigning and policy-centered voting
have become more prevalent in recent years, especially with the advent of the Internet and the subsequent increase in media sources such as blogs and social media platforms. Because voters use the Internet more than ever, it is important to study the types of material candidates disseminate to the public and the degree of negativity included in such content. Findings indicate that runner-up candidates were not more likely to use negativity in tweets in our sample.

Celebrity endorsement is one of the advertising techniques companies use to create awareness and gain favourable responses about their products and services. This expectation is often not realised as negative image about a celebrity endorser, incongruity of a celebrity endorser with the product being endorsed are all capable of inducing bad responses towards the product rather than the other way round. This study therefore examined the influence of celebrity endorsed advertisement on students’ purchase intention employing quasi-experiment as the method of study. Two Pepsi Cola commercials were used with one featuring Osaze Odenwingie as the endorser while the second commercial did not feature any celebrity. Findings of the research suggested that celebrityendorsed advert has a significant influence on students’ purchase intention. The study therefore recommends that the various elements involved in producing both celebrity endorsed and non- celebrity endorsed adverts should be carefully mixed together in order to achieve desired results. Likewise, the image of a celebrity before the public should be scrutinized before such a celebrity endorses an advert in order not to cast the product in negative light.

Child development has been considered as a priority sector by the policy makers in India and other countries. A new generation of children has grown up with television exposure in modern society. The impact of television on the personality of the children needs to be examined scientifically and systematically in modern society. Children spend a sizeable chunk of their time on watching television programmes. Children are greatly influenced by television programmes. Parents and caregivers have a great responsibility of providing right kind of orientation to the children regarding the cultivation of television habits, choice of television programmes and impact of television on children. Communications media including television have a great Corporate Social Responsibility in promoting healthy personality in children. Practically all developing countries have accepted communication as an integral part of national development planning. The role of television in child development is also subjected to scientific investigation all over the world. Investigations dealing exclusively with the impact of television on child development are scanty as seen through the paucity of literature. Most behavioral scientists have observed that too much of television viewing by the children would result in the exclusion of other healthy activities.

Utility of broadband internet is consistently on the increase both in amount of its users as well as expand
in the activity. This medium serves tremendous functions at a time and transmits information among people and organizations globally. These technological advancements affect the daily routine of people and also converging in culture as a whole. The study is beneficial in this regard; it depicts whether arrival of broadband internet influences the studying behavior of students and how much time they spend with internet. Do they rely on it with comparison of other mediums? Broadband internet sensitizes students about global knowledge and gives opportunity to “click” and explore knowledge. It depends on the students’ potential however they use it optimistic or pessimistic way. The main focus of this short paper study is to provide concise information of broadband internet and its impact on students’ behavior of University of Gujrat Pakistan.

In today’s society, media stereotypes of women have resulted in a perception of beauty that is often unattainable. Such media stereotypes often lend themselves to negative social comparisons. In this study, one hundred twentyeight middle school girls were surveyed to determine the relationship between viewing an “ugly” lead character on television and their perceptions of beauty. Results indicate that as the number of hours spent with television increased, traditional views of beauty increased and positive thoughts about one’s own body decreased. Nonviewers of Ugly Betty had a higher regard for the character of Betty, and were more likely to compare their own bodies to those of their peers. These results are discussed in the context of social comparison theory and previous media effects research on stereotypes.