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Dr Mukhtar Ahmmad

Dr Mukhtar Ahmmad

Assistant Professor / In-charge
Research Interests: Social media algorithms, artificial intelligence literacy, media literacy, digital literacy, digital inclusion and the empowerment of marginalized co

Biography

Dr. Mukhtar Ahmmad is working as Assistant Professor and Incharge of the Department of Media Studies at Government College University (GCU), Lahore. With over fourteen years of academic and professional experience, his research and teaching focus on media literacy, digital literacy, artificial intelligence literacy, digital inclusion, and the empowerment of marginalized communities. His recent work particularly explores the role of AI literacy in higher education contexts. Dr. Ahmmad has authored around various scholarly publications, including book chapters and peer-reviewed journal articles, published in reputable national and international journals.

Education

  • PhD in Communication Studies / Media Literacy, University Of The Punjab (Lahore, Pakistan) 2022
  • MS/MPhil in Media And Communication Studies, Hazara University (Mansehra, KPK , Pakistan) 2016
  • Masters in Communication Studies, University Of The Punjab (Lahore, Pakistan) 2008

Teaching Areas

Media literacy, Film theory and analysis, Mass media research methods, mass media in Pakistan, media production.

Experience

From To Designation Firm/Institution
Mar 2023 Continue Assistant Professor Government College University , Lahore
Sep 2022 Mar 2023 Assistant Professor NUST Institute Of Peace & Conflict Studies (NIPCONS), National University Of Sciences & Technology (NUST), Islamabad
Dec 2011 Aug 2022 Lecturer Media Studies NUST Institute Of Peace & Conflict Studies (NIPCONS), National University Of Sciences & Technology (NUST), Islamabad
Jan 2010 Nov 2011 Instructor Mass Communication Virtual University Of Pakistan

Journal Papers

  • Khurram Shahzad; Muhammad Tariq; Mukhtar Ahmmad; Abid Iqbal (2025). "Impact of green librarianship in academic settings: A systematic literature review of impact-factor articles and conference papers from 2015 to 2025." IFLA Journal, USA . DOI: https://doi.org/10.1177/03400352251392134 | Impact Factor: 1.4 [Link]
  • Mukhtar Ahmmad, Khurram Shahzad, Abid Iqbal and Mujahid Latif (2025). "Trap of Social Media Algorithms: A Systematic Review of Research on Filter Bubbles, Echo Chambers, and Their Impact on Youth." Societies, Switzerland , Vol. 15 (11) . DOI: https://doi.org/10.3390/soc15110301 | Impact Factor: 1.6 [Link]
  • Mukhtar Ahmmad, Nasir Iqbal, Wafa Naz (2024). "Cyberbullying and its Impact on Mental Health among Female University Students in Sindh, Pakistan: A Case Study." Media and Communication Review , Vol. 4 (2) , pp. 23-42. DOI: https://doi.org/10.32350/mcr.42.02 [Link]
  • Muhammad Yaqoub, Mukhtar Ahmmad, Jonathan Matusitz, and Wang Haizhou (2024). "Investigating Factors Influencing Chinese Cinephiles in the Post-Pandemic Era." Journal of Media Studies , Vol. 38 (2) , pp. 26-69. [Link]
  • Mukhtar Ahmmad (2022). "Assessment of Media Literacy Competencies of Young Media Consumers in Pakistan." Journal of Media Studies , Vol. 37 (1) . [Link]
  • Munazza Mahmood; Syeda H. Batool; Mukhtar Ahmmad (2021). "Investigating Digital Information Literacy in Relation to Demographic Factors: A Case of Women in Pakistan." Library Philosophy and Practice (e-journal), USA . [Link]
  • Azam Jan and Mukhtar Ahmmad (2018). "Use of Facebook as a Source of Social Capital." Pakistan Journal of Criminology , Vol. 10 (1) , pp. 67-83. [Link]

Book Chapters

  • Mukhtar Ahmmad and Muhammad Yaqoub and Khaled Al-Kassim (2025). The Algorithmic Wars: Artificial Intelligence and the Shaping of Conflict Narratives on Social Media Platforms , Chapter #6. In Media Representation and Public Perception of War . Khaled Al-Kassimi and Tuba Işık and Muhammad Fahim and Başak Gezmen IGI Global Scientific Publishing USA. ISBN: 9798337317229
  • Mukhtar Ahmmad; Ayesha Ashfaq (2022). Higher Education Policy in Pakistan Transforming a Culture of Teaching Media into a Culture of Learning . In The Routledge Handbook of Media Education Futures Post-Pandemic , 1 ed. . Yonty Friesem, Usha Raman, Igor Kanižaj, Grace Y. Choi Routledge, UK. ISBN: 9781003283737