The realm of Communication Studies at the University of the Punjab is graced by the exceptional contributions of two remarkable individuals: Dr. Abida Ashraf and Dr. Faiza Latif. Their combined efforts have not only elevated the department’s standards but have also left an indelible mark on the academic community. This feature aims to celebrate their dedication, achievements, and the profound impact they have had on the field.
Dr. Abida Ashraf stands as a towering figure in the field of Communication Studies, renowned for her unwavering commitment to academic excellence and human rights advocacy. As the Director of the School of Communication Studies and the Professor Human Rights Chair at the University of the Punjab, Dr. Abida has been a beacon of inspiration for students and colleagues alike.
Her illustrious career is marked by a series of impactful initiatives that have transformed the landscape of media academics in Pakistan. As the co-founder of the Association of Media and Communication Academic Professionals (AMCAP), Dr. Abida has successfully implemented a vision centered on inclusivity, integration, and the fortification of media academics. AMCAP, being Pakistan’s first country-wide platform for media academics and professionals, has facilitated collaboration and knowledge sharing on a scale previously unseen in the country.
Dr. Abida’s contributions extend beyond AMCAP. She has established the ECREA-style Doctoral Spring School, initiated research journals, and organized international conferences, all aimed at fostering a vibrant academic community. Her role as Vice President of AMCAP has allowed her to further her mission of promoting media literacy and critical thinking among scholars.
A vocal human rights activist, Dr. Abida passionately conducts webinars, seminars, special plenaries, and talks on crucial global issues, such as those affecting Kashmir and Palestine. Her work has not only raised awareness but has also inspired many to take up the cause of human rights.
Dr. Abida is also a prolific researcher, actively publishing her work in national and international journals. She has mentored approximately eight Ph.D. and fifty M.Phil. students, guiding them to success in their academic endeavors. Her belief in the beauty of diversity as the core of academic strength has led her to engage scholars with diverse perspectives, fostering an environment of mutual respect and learning.
With a vision that transcends borders, Dr. Abida has actively promoted collaborations at different levels, aligning her interests and contributions with the goals of the International Association for Media and Communication Research (IAMCR). Her work has truly made a difference, and her legacy will continue to inspire future generations.
Dr. Faiza Latif, the Chairperson and Associate Professor of the Department of Public Relations and Advertisement at the University of the Punjab, embodies academic excellence and leadership. Her tenure as the department head has been marked by a relentless pursuit of quality education and innovative research.
Dr. Faiza’s commitment to academic excellence is reflected in her approach to curriculum development and student engagement. She has introduced a range of contemporary subjects, ensuring that students are well-versed in the latest trends and technologies in public relations and advertising. Her efforts have modernized the department, making it a hub of cutting-edge knowledge and practice.
In addition to her administrative responsibilities, Dr. Faiza is an accomplished researcher. Her work has been published in numerous reputable journals, contributing to the body of knowledge in communication studies. She has also been an active participant in international conferences, sharing her insights and learning from global peers.
Dr. Faiza’s dedication to her students is evident in her teaching methods, which emphasize critical thinking, creativity, and practical application. She has mentored countless students, helping them achieve their academic and professional goals. Her approach has not only prepared students for successful careers but has also instilled in them a passion for lifelong learning.
Under Dr. Faiza’s leadership, the Department of Public Relations and Advertisement has organized several workshops and seminars, providing students with opportunities to learn from industry experts and gain hands-on experience. These events have enriched the academic environment and fostered a culture of continuous improvement.
Dr. Faiza’s contributions to academic excellence extend beyond the classroom. She has actively participated in various committees and initiatives aimed at improving the overall quality of education at the university. Her dedication to her profession and her students has earned her respect and admiration from colleagues and students alike.
Mr. Toqeer Ahmad, a seasoned Senior Librarian at the Institute of Social and Cultural Studies since 2012, brings a unique blend of expertise in library science, information communication technologies (ICTs), and artificial intelligence (AI). His journey is a testament to his passion for integrating technology with academic research.
Holding a Masters in Library & Information Science, Mr. Toqeer has developed a keen interest in the transformative potential of AI tools. His research focuses on the impactful integration of AI to enhance the research endeavors of scholars. With over fifteen certifications from leading institutions like IBM, DeepLearning.AI, Google, and Arizona State University, he possesses a strong foundation in AI, Generative AI, and Prompt Engineering.
Currently pursuing his PhD in Information Management, Mr. Toqeer’s work aims to bridge the gap between technology and research, providing scholars with innovative tools and methodologies to advance their studies. His dedication to this field has led him to contribute to numerous projects that leverage AI for academic excellence.
Mr. Toqeer’s role as a Senior Librarian is instrumental in facilitating access to information and resources for students and faculty. His expertise in ICTs has modernized the library’s services, making it a dynamic space for learning and research. He has organized several workshops on AI and its applications in academia, educating students and faculty on the latest advancements in this rapidly evolving field.
In addition to his professional responsibilities, Mr. Toqeer is an active member of the academic community. He collaborates with researchers and educators to develop innovative solutions that address the challenges faced by scholars in the digital age. His contributions have significantly enhanced the academic environment, making him a respected figure in the field.
At the University of the Punjab, the Department of Public Relations and Advertisement recently hosted a workshop focused on the academic applications of Artificial Intelligence (AI). Esteemed Senior Librarian Toqeer Ahmad, with his wealth of experience in library science and technology, was invited as the keynote speaker. The event was attended by notable figures such as Dr. Abida Ashraf and Dr. Faiza Latif, along with M.Phil. and Master’s students from the department.
The workshop aimed to educate attendees on the use of AI in academic settings, offering insights into its potential and practical applications. Participants gained valuable knowledge on integrating AI tools into their research and academic work. The event concluded with the distribution of certificates to the participants, marking a successful and enlightening experience.
