Islamic Work Ethics With Organizational Citizenship Behavior, Knowledge Sharing Behaviors and Organizational Commitment: A Study on AJK Colleges

Our research paper is about to know that how Islamic work ethic (IWE) on organizational citizenship behaviors (OCBs), Knowledge sharing behavior (KSBs) and organizational commitment between workers of colleges of Hajeera, district Rawalakot, Azad Jammu Kashmir. We take 210 workers of different colleges from Azad Jammu Kashmir for the purpose of this study. Result indicates that Islamic work Ethics (IWE) plays a strong impact on Organizational Citizenship behavior (OCB). In short one with having high Islamic work Ethics (IWE) possess more organizational citizenship behavior (OCB) as one who possess low Islamic work Ethics (IWE). Our results are indicating (IWE) has a direct relationship with Knowledge sharing behavior (KSB). One with high Islamic work Ethics (IWE) possess high Knowledge sharing behavior (KSB) as one with having low Islamic work Ethics (IWE) possess low Knowledge sharing behavior (KSB). In this paper we will show you theoretical & practical implications of our results.

Subscription or Subversion: Gender Representation in Pakistani Television Commercials

Title: Subscription or Subversion: Gender Representation in Pakistani TV 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.