من مشاكل الشباب اليوم فقدان العلم والتربية وكيفية معالجتها

Youth is asset of a nation and it’s our luck that Muslim Ummah and specially Pakistan consists of 60% youngsters. Therefore, we thank to Almighty Allah but with great the passage of time due to our lack of intrest this asset is going to deteacked, which is a great loss of Muslim Ummah.. This article is an effort to determine the difficulties and issues of Muslim youngsters and then their solution in the light of the Holy Quran and the Sunnah of the prophet (r). As well as this study also points out the solutions of the current issues of youngsters. If we try to know the reasons of the difficulties of youngsters bared on ignorance and illiteracy and we should give them prior importerne. We cannot ignore the significance of the role of youngsters in the development of Islamic society. This paper tells the Islamic knowledge, Islamic education and love to Allah and his kind prophet (r) as role model and ethical grooming on the basis of faith, Islamic worships and morality are necessary tools for that grooming and reformation. Side by side we cannot forget the role of family system, mosques and madrasas, friends and the society in character building of youngsters and specially the role of mosques to educate the society, especially youngsters.

Subscription or Subversion: Gender Representation in Pakistani Television Commercials

The current interdisciplinary research falls into the domains of semiotics, linguistics and cultural studies. Television commercials, having the power to (re)frame the ideology of larger audience through its visual/linguistic content and agency to pave the way to social change have become one of the most viable social institutions of disseminating information to a wider audience. In any of its forms, media construct the image of men and women differently associating with them specific traits regarding their activities, roles and position. The commercials are considered persuasive and efficient modes of representation, having strong impact on the social perception of the viewers. The current study aims to investigate the representation of gender-binary relations in the Pakistani television commercials. The study also imbues the broader socio-cultural factors which help to identify the representational and positional value of men and women. The study analyzes whether gender representation in the Pakistani television commercials subscribes to or subverts the traditional gender narratives. The researcher finds a gap in the area of research, as most of the studies have been produced on gender equality and representation in the Euro-American sphere and a few in Pakistani context, but there is a wide scope of research on gender representation with semiotic perspective. The current study draws its theoretical foundation on the theory of semiotics propounded by Dyer (1982) in her book Advertising as Communication. Semiotics is conceived as an appropriate tool for the critical inquiry of the television commercials because of its widely ranging acceptability and reliability in the meaning making process as suggested by Williamson (1978), Dyer (1982) and Jhally (1990). The data for the current study comprises television commercials broadcast on famous Pakistani television channels. The sampling technique is based on non-probability purposive sampling with the rationale of choosing this technique to include only those commercials which largely reflect gender representation. The study finds that the commercials present layers of meanings via semiotic modes at symbolic level where men and women are displayed in stereotypical manner, subscribing to patriarchal structures. The study recommends the change in the content of the televised material and also highlights the unexplored avenues which can be brought under considerations by the future researchers.