This study examines the persuasive and appealing multi-modes created in advertisements by advertisers, as well as how they convince and affect viewers and buyers. This research focuses on the signs, symbols, and multimodality. For this purpose, Multi-modal Discourse Analysis (MDA) of Kress & Leeuwen, (1996) is employed as a framework in order to analyze the advertisements. There are three basic functions namely compositional, interactional, and representational that affect the other components in the photos in a certain way. Moreover, Random sampling technique is used to collect the data for this study. The collected data is analyzed in terms of semiotics and multimodality and it has focused on the font size, boldness, and capitalization that is used in the selected advertisements. The findings give customers an insight into the advertising strategies used by the advertising agencies.

The role of Discourse Analysis (DA), which is important in teaching and learning language, is discussed in this paper. DA allows researchers to analyze speech and writing, shedding light on the social structures, power dynamics, and cultural contexts through which classroom lives are enacted. The presentation introduces DA and its theoretical bases and then discusses its educational use. Research has found that DA improves teaching through critical thinking and differentiated instruction. For example, it shows how specific classroom communication patterns and student engagement can stack up to improve outcomes. Through case studies, the paper presents practical insights into how DA shapes curriculum and pedagogy that includes students’ linguistic backgrounds. Finally, it concludes by asserting that incorporating DA into language classrooms fosters effective communication and cultivates the critical thinking skills necessary to navigate global interactions in a diverse society.

The research paper focuses on the Critical Discourse Analysis (CDA) of the song "Baraye" written and sung by Shervin Hajipour. The research explores how social and political ideologies are reflected in the language of song and how the language (lyrics) of song challenges the dominant discourse. This study uses qualitative research design and also encompasses content analysis to analyze the lyrics. The research paper focuses on the translation of transcribed lyrics of “Baraye” taken from Lyrics.com, as data for this study. The study uses Norman Faircolugh’s Three-dimensional model, developed in 1989 and published in 1995 as a framework. The analysis of the lyrics of “Baraye” is a testament to social and political ideologies that are reflected in them and ascertains their position as a counter-discourse that serves as a means to spread awareness about the conflicts, struggles of people and political stature of Iran, and challenges the dominant discourse.

To begin with, I examine media portrayal of climate change across the Global South, and in particular three countries; Pakistan, Nigeria and Brazil. It probes the description and rousing of climate change in news media, and the information of how environment-related news is filtered by the national and regional context. In this study, the patterns of narratives of climate change, role of the segments of the government and international actors, and the control of global media, are considered using a content analysis approach to news coverage of these countries. Further to that, the study also looks deeply into the perception of people regarding the credibility of climate change news and the impacts of fake news on making public opinion on the same. The findings also provide clues into how countries which are typically disproportionally affected by the impacts of climate change portray such impacts.

Media has become an inevitable source of information in this era of consumerism where the commodity sells as well as is sold through the discursive devices-both verbal as well as visual. This study explores how perception of socio-political reality is (re/de)constructed through media discourses with ideological underpinning-potent of both face saving and face exploitation. To cope with the research objective, a represented sample comprising political cartoons has been selected from two Pakistani newspapers-Dawn and The Nation, and mixed method is employed to analyse the sample semiotically as well as critically.  For this purpose, Kress and Leeuwen's Model (2006), Fairclough’s Tridimensional Model (1995) and Van Dijk’s model (1995, 2006) have been employed to prove media discourse-a discursive and an ideological construct. The interpretation and integration of findings confirm that the discourses reveal representations of representation instead of reality and which (re/de) construct the perception of indigenous socio-political events.

Education about climate change serves as a fundamental requirement for establishing environmental stewardship among primary school students. The investigation compares climate change knowledge between Pakistani public and private primary schools by utilizing UNESCO's climate education framework together with Shulman's Pedagogical Content Knowledge (PCK). The research methodology combined quantitative and qualitative methods to analyze textbooks from the Punjab Textbook Board and Oxford University Press, gather survey data from teachers, and conduct structured interviews followed by statistical assessment. The research shows modest direct climate-related learning appears in both public and private school curricula with private schools achieving better results in teaching methods. The participating sectors demonstrate teaching difficulties because of insufficient training and complex material which strengthens the argument for educational development based on UNESCO principles as well as PCK best practices.

The current research analyzes how global media frames Hindutva ideology, the political tactics of the BJP, and their influence on Indian Muslims. Employing a Critical Constructivist framework that combines Fairclough's (1992) Three-Dimensional Model of Critical Discourse Analysis(CDA) with Wendt's(1992) Constructivist theory of International Relations, the study analyzes video coverage by BBC, Al Jazeera, and ABC News, 2024. Through text, discursive, and social-practice analysis, the research uncovers how global narratives produce Modi as both a democratic reformer and authoritarian nationalist, commonly equating Hindu cultural identity with state power. The analysis illustrates that international media are not mere observers but active agents in shaping India's global identity and perceptions of its democratic integrity. The critical analysis of language, representation, and ideology highlights how media discourse legitimizes or resists political majoritarianism. The implications focus on the global media's framing of domestic ideologies and call for more critical literacy to decode international news narratives.

The media has played a significant role in shaping national identity, a subject of growing interest globally and, more specifically, in Pakistan, where it has actively influenced public perceptions of the nation’s identity and its position in the world. This paper seeks to explore the construction of national identity in Pakistan and how various forms of media ranging from state-controlled traditional outlets to social media platforms have constituted and transformed Pakistan as both a space for and a component of what is recognized as national identity. In constructing the ‘image’ of Pakistan after independence, the media particularly state media was instrumental in promoting a unified Muslim identity in South Asia. In contemporary times, however, the proliferation of private and social media has diversified these narratives, resulting in a fractured yet dynamic national identity.

The framing of Artificial Intelligence (AI) in media discourses affects society's perceptions of AI and its adoption. This research explores the positive narratives of Artificial Intelligence through the lens of framing theory and Positive Discourse Analysis (PDA). This research draws on 15 newspaper articles published on platforms including The News, The Week, and BBC to identify the linguistic and discursive strategies employed to present AI in a positive light. By combining theoretical insights from framing theory and PDA, the study illustrates how media narratives help in creating empowering and inclusive representations of AI. The findings offer important lessons for academics, policymakers, and people in the media and underscore the value of constructive media discourse in determining how society views potential future technologies.

This study conducts an analysis of Donald J. Trump’s 2018 speech at the United Nations General Assembly through the lens of Van Dijk’s (2005) Socio-Cognitive Model, with a particular emphasis on political and critical discourse analysis. It investigates the mechanisms by which Trump defends his positions and persuades his audience, notably through the use of hyperbole and numerical exaggerations to underscore his accomplishments. The research posits that political speech has a notable impact on influencing public ideology. The linguistic analysis reveals variations in Trump’s communication strategies, highlighting his use of boastful and exaggerated statements to promote his achievements. The study employs Van Dijk’s Ideological Square along with a socio-cognitive approach as its theoretical and analytical frameworks, focusing on four key strategies. The findings suggest that Trump prioritizes exaggeration over logical argumentation and frequently engages in aggressive rhetoric against nations that challenge America’s superpower status.