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XAREESH XAHRA
MediaScholar. Researcher. Academician.
An experienced researcher, media scholar, and academician, with a track record at leading R&D teams, industrial linkages, whilst being passionate about academia-industry connectivity that leads to impact.
BIOGRAPHY
Z
areesh Zahra is a distinguished Mass Communication scholar and professional with over 10 years of experience in media industry & academia. She has authored impactful research in areas such as media effects, media ethics, media psychology, and the role of artificial intelligence in media. Zareesh is known for her innovative thinking and ability to bring fresh and unique ideas to the table. As Manager of the Office of Research, Innovation, and Commercialization (ORIC) at IQRA University, she excels in bridging academia and industry, fostering innovative projects, and driving ideas commercialization. With a career spanning roles in leading TV networks like GEO TV, ARY DIGITAL and DAWN News, and as Media Director for international NGOs, Zareesh is passionate about leveraging media for societal impact and sustainability.
MY PROPOSED MEDIA FRAME WORK
Just as our daily intake of food must be carefully chosen to maintain good health, so too should our media consumption. The exponential rise in media availability has led to a scenario where we are bombarded with content, much like overindulgence in food, with potentially harmful consequences for our mental and emotional well-being.
“As we are taught to build a healthy, balanced diet using the food pyramid, we must now consider the ‘media pyramid’ and the impact of our daily media intake."
The need for mindful selection of media content is more pressing than ever. With a generation immersed in the digital world, it is crucial to approach media consumption with the same wisdom and discernment as we apply to our food choices. Recognizing the gap in awareness about the effects of unchecked media intake, I decided to undertake my thesis on this topic, under the guidance of my supervisor, Dr. Masroor Khanum, Chairperson of the Media Department. Below is an extracted publication from my research that explores this critical issue."