XAREESH XAHRA ​

ABOUT ME

I am passionate about Shaping the future of Media

The statement, which became my major inspiration for media research is, Marshall McLuhan’s saying, “We shape our tools and thereafter our tools shape us”, the way media would shape society shaped in particular. Similarly, media seems to be a significant maker of individuals’ perceptions. Being a media researcher and media professional, I witnessed the saying of Marshal McLuhan being practical about how media tend to shape the lives of individuals and the world.

I truly enjoy collaborating with like-minded researchers from around the world, learning from their ideas and experiences. I am always eager to contribute further to making media a positive influence for its audiences.

Driving Change, Inspiring Future of Media

Beyond academia, I have cultivated a rich professional journey. I’ve worked with esteemed TV channels like GEO, ARY, and Dawn News, contributing to media production, marketing, and research. At GEO’s Research and Analysis Division, I conducted viewership analyses, pre-content production research, and media marketing strategies to drive business development and strategic decision-making.

Teaching is a deeply fulfilling passion for me. As a visiting faculty member, I find joy in sharing what I’ve learned, empowering students, and inspiring the next generation of thinkers. Additionally, I am an honorary member of the Advisory Board at Research Minds, where I lend my expertise to shape meaningful projects.

During my tenure as Senior Media Director for the international NGO Young Social Reformers, I played a pivotal role in media collaborations and organized impactful national and international events. My journey has also included volunteering and working with renowned organizations such as UNICEF, UNESCO, and the US Consulate.

With multiple certifications from prestigious forums like IBA-CEJ, Alliance Française, and Goethe, I bring a global perspective to my work. Whether addressing issues like mental health, media effects, or broader social concerns, I strive to inspire through research, public speaking, and training. Each step of my journey reflects my commitment to impactful communication and meaningful change.

AREAS OF RESEARCH AND SPECIALISATION

  • Media Impacts
  • Media Effects
  • Media Psychology
  • Psychoanalysis
  • Media Ethics
  • Artificial Intelligence in media
  • Qualitative Research

MY WORK EXPERIENCE

I take great pleasure in sharing my knowledge through teaching, which I view as a rewarding way to give back to society. Despite a busy schedule, I teach as a Media visiting faculty member at the FUUAST and Greenwich University. My aim is to create a supportive environment that empowers students to reach their potential and encourages them to contribute meaningfully to society.

In 2019, I switched to the academic sector to broaden my research horizons. I joined the Office of Research Innovation and Commercialization as a Research Associate/Assistant Manager. My primary responsibilities included ensuring the execution and assessment of research projects and aligning academic research ideas with industry needs. I also led initiatives to present final year project proposals at various forums.

My Mphil is in Mass communication form Federal Urdu University Of Science Arts And Technology. Supervised by Professor Dr. Masroor Kahnum (HOD Media Science FUUAST). My thesis dissertation was on Media Diet Formulation, Framework of Content Diversity . The study examines the framing in the diversification of television content and the diet plane media channels are formulating for viewers of Pakistani media in terms of genre division, content variety, and regulatory framework. The conclusion reveals that in current media content framing is a reciprocal of healthy media diet pyramid as there is a lot of Junk food on the media plate, which ought to be the least part of the food pyramid.”

Dr. masroor (https://scholar.google.com/citations?user=nBSUldwAAAAJ&hl=en)

My BS is in Mass communication from Jinnah University for Women (First Women University In Pakistan). My final year dissertation was on In-depth analysis of Political Talk Shows on Pakistani TV channels. “The case study has been conducted to analyse the content and gestures of political talk shows on major Pakistani Television channels. Study reveals that every show has a similar pattern and current hottest topic with the use of different tactics to unravel the hidden truth and to project them to the public.”

I began my journey as a Volunteer with Young Social Reformers and was subsequently promoted to the position of Senior Media Director. YSR is a non-profit youth activism organization operating across Asia and the Middle East. I have had the privilege of engaging with over 50,000

I interned at Dawn Newspaper during my Bachelor’s studies. Dawn is a Pakistani English-language newspaper that was founded in British India by Muhammad Ali Jinnah in 1941. It is currently the largest English newspaper in Pakistan.

I done an internship in ARY digital during my bachlors study , ARY DIGITAL is an entertainment television network. I llearned the handson knowledge of what we studied in media books to experience practically in media house.

During my final year of my bachelor’s degree, I interned as a production associate. In this role, I learned and implemented media and content skills while closely collaborating with the production team. I gained experience in handling production technicalities and experienced the tension in the master control room during live shows, among other responsibilities.

In 2024, I joined IQRA University, which is ranked as the #1 university in Pakistan for paper citations according to QS rankings. I took on the role of Manager in the Office of Research Innovation and Commercialization(ORIC), in direct reporting to the university President. After revamping their ORIC, I oversee all academic applied research and facilitate connections between academia and industry. Additionally, I co-chair the Ethical Review Board and the Steering Committee alongside industry representatives. I have implemented several initiatives to bridge the gap between industry and academia, with the mos

MediaScholar.
Researcher.
Academician.

  • info@zehra.com

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