Media psychology seeks to understand how media as a factor in the growing use of technology impacts how people perceive, interpret, respond, and interact in a media rich world.
The scope of the research group is to undertake pioneering and ground-breaking research on the impact of electronic media on the Pakistani audience. The idea is to generate data (nearly non-existent at the moment) from Pakistan based on Cognitive, Behavioral and Affective aspects of electronic media as well as the emergent technologies such as social media apps, mobile communication tools on the lives of common people of Pakistan. We intend to maintain a key focus on the under 30-year-old demographic as it represents 70% of the nearly 200 million inhabitants of Pakistan.
Multidimensional outcomes of research have been envisaged:
Shahbaz Siddiqui has been associated with the television media since the birth of independent broadcast television in Pakistan.
Mohsin Aslam Khan. Having completed his MBA, Mohsin is in the process of diversifying his knowledge portfolio by pursuing MPhil in Organizational Psychology from IoBM. He also holds additional work experience in aviation and banking industry.