Wah Academia Journal of Social Sciences

Visual Identity Matters: Enhancing Brand Recall and Recognition through Symbols

Muhammad Imtiaz Subhani — 2024-12-15

Brand symbols show a pivotal role in assisting consumers recall a brand at the socket of purchase. In advertising, various practices are employed to arrest consumer consideration, primarily through brand recall and gratitude. This article discovers the notion of brand symbols and inspects their standing in differentiating a brand from its contenders. Additionally, it probes whether brand symbols add to positive brand connotations and acquaintance. In Pakistan, brand power has been noticeable for years, leading to intense rivalry among brands. To capture consumer attention and drive purchases, brands must create a distinctive impression. This paper provides cherished understandings for brand executives and pushers on the tactical use of brand symbols in both fresh and current brands. Data was collected using a survey that encompassed 18 interrogations about international brands, aiming on recall and recognition. The study was led with a arbitrarily chosen sample of 2500 consumers in Karachi, who regularly use various brands. Key demographic factors such as gender, age, and education were inspected to assess their impact on brand symbol memory and acknowledgement. The analysis, shown using MLR (OLS model), exposed that gender does not meaningfully affect brand symbol recall but does affect recognition. Age positively influences brand symbol recall, while education negatively relates with it. However, recognition of brand symbols showed no significant relationship with either age or education.

Evaluating Chinese Language Training Programs at Vietnamese Universities amid Educational Innovation: A Literary Analysis

Anh Quang Nguyen — 2024-12-15

This article examines the efficacy of Chinese language training programs at Vietnamese universities against the backdrop of educational innovation. It introduces a comprehensive evaluation framework comprising 11 distinct criteria to review leading Vietnamese universities' Chinese language training programs thoroughly. These universities include the University of Languages and International Studies (ULIS), Foreign Trade University (FTU), Hanoi Open University (HOU), Hanoi University (HANU), and Hanoi Pedagogical University 2, among others, known for their Chinese language programs aimed at developing proficiency and essential 21st-century skills within an innovative educational framework. The article evaluates these training programs' goals, results, and challenges and proposes recommendations to improve their effectiveness in alignment with Vietnamese educational innovation strategies. It also discusses the necessity of continuous curriculum development, the integration of technology in teaching, and the adoption of learner-centered approaches to enhance student engagement and outcomes in the context of educational reforms. The article underscores the potential contributions of these Chinese language training programs to regional and global educational improvements. By aligning with international standards and fostering cross-cultural competencies, these programs can serve as models for educational reform, promoting best practices and innovation beyond Vietnam.

Islamic Education for A Sustained Growth of Participation Banking: Evidence from Imam Hatip Schools and Theology Faculties in Türkiye

Ahmet Enes ÇET?NKAYA — 2024-12-15

This study delves into the impact of Islamic education in Türkiye, through Imam Hatip schools from 2002 to 2022 and Theology Faculties 2006 to 2022, on the growth of participation banking from 2006 to 2022. It aims to discern if the principles instilled by Islamic education impact financial behaviors towards Islamic banking. A quantitative analysis was conducted, using multiple regression model alongside the proper diagnostics tools, to address the research question. The results indicate a persistent significant positive impact of Islamic education in both Imam Hatip schools and theology faculties in fostering participation in Islamic banking. Additionally, the study reveals a time-lagged effect of Islamic education on banking decisions, which shows that there is a gradual impact of religious education on financial behaviors. These findings contribute to understanding the role of Islamic education in shaping financial decisions in a secular, predominantly Muslim society. It offers insights into the socio-economic dynamics of modern Türkiye and have implications for policymakers and financial institutions. The results suggest that policymakers, in their aim towards achieving a sustained financial inclusion, should focus on the long-term and pay attention to the financial education of future generations.

Development and Implementation of a Multi-Modal Multi-Campus Synchronous Teaching Secondary Teaching Methods Courses

James E. Hollenbeck — 2024-12-15

Developing and implementing a Multi-Modal Multi-Campus Synchronous Teaching Secondary Science Teaching Methods Course at Indiana University Southeast involves creating a course that leverages multiple modes of delivery (e.g., online, face-to-face, hybrid) across different campuses in real-time. This approach aims to provide flexible, accessible, and equitable learning opportunities for students studying secondary teaching methods. By implementing Multi-Modal education teaching, Indiana University Southeast will provide a comprehensive, flexible, and innovative learning experience that meets the diverse needs of its students while preparing future educators to effectively teach in a variety of settings.

COVID-19 IMPACT ON AVIATION INDUSTRY EMPLOYEES: AN INDUSTRIAL/ORGANIZATIONAL PERSPECTIVE

Caroline Correa — 2024-12-15

The present literature review aims to analyze the impact of COVID-19 on job performance and mental health in employees in the aviation industry, especially pilots from an organizational industrial perspective. In a study aimed at identifying the implications of COVID-19 on pilots' mental health, Flyn et al. found that, by January 2021, airlines eliminated thousands of jobs while 24 airlines ended operations. In surveys of the general population of pilots, it was identified that 13% of people had "severe distress" due to the pandemic. Whereas, in two aviation-focused surveys, between 40% and 66% of pilots agreed or strongly agreed that their mental health had worsened since the COVID-19 pandemic. Compared to previous patients with severe acute respiratory syndrome (SARS) and Middle East respiratory syndrome (MERS), more patients with COVID-19 presented mental health symptoms in the acute phase of the disease. In contrast, about 10% of COVID-19 patients appeared to have chronic or "long-lasting" symptoms (Flyn et al., 2022, p.1). The findings and information reviewed allow us to establish that no organizational development in many aviation industries in the world promotes their employees' mental health, psychological well-being, and crisis management. Industrial/organizational psychologists promote prevention for optimal employee performance in any organization, so the intervention of such health professionals is recommended to create an optimal work environment in the aviation industry.

From Isolation to Urban Cunningness: A Study of Locke's Labor Philosophy and the Influence of Environment on Cognition in Robinson Crusoe and Moll Flanders

Hafiz Muhammad Sikandar — 2024-12-15

This paper examines the transition from isolation to urban settings in Robinson Crusoe and Moll Flanders, analyzing how these shifts engage with John Locke's Labor Philosophy (Locke 1690) and influence the embodiment of cognition in their characters. Utilizing a qualitative literary analysis, this study draws on Locke’s theory of labor as a theoretical framework to explore the complex relationship between literature, philosophy, and social theory in shaping individual identities and behaviors during the 17th and 18th centuries. Key questions addressed include the impact of isolation and urbanization on labor perception, property ownership, and the embodiment of cognition within the context of socio-economic factors. The findings suggest that while Robinson Crusoe reflects a solitary, Lockean view of labor as tied to property and survival, Moll Flanders reveals the urbanization of labor practices, illustrating a more transactional approach to work and identity. This contrast illuminates significant disparities in their engagements with Locke’s concept of the "blank slate" and their approaches to labor.

An Analysis of the Outlines given in HEC Curriculum: An Exploratory Research

Kisaa Zahra — 2024-12-15

Applied Linguistics is a field of linguistics alleged with practical applications of language studies. The study delves into the analysis of the outlines given in HEC Curriculum for BS English. The process of curriculum development holds paramount significance in the realm of education. It guarantees that learners are imparted with an education that is both pertinent and contemporaneous, thereby fulfilling pedagogical objectives and fostering uniformity. While curriculum provides an insight into the depths of course, however, there are some areas which should be improved. Therefore, this research aims to provide an in-depth analysis of the outlines given in HEC Curriculum for BS English. In addition to answering the question: What are the key features and implications of the curriculum outlines provided by the Higher Education Commission (HEC) for the Bachelor of Science (BS) program in English? this study also wields qualitative method to focus on the comprehensive analysis of the selected five courses. Nevertheless, the study is limited to the selected five courses and may not represent the full spectrum of analysis. It reveals the strengths of the courses, as well as the suggestions for them. The conclusion is based on the characteristics that every course comprises of.

Navigating Pakistan’s Nexus with the Afghan Taliban: A Perspective of Religious Instrumentalism

Anees Wadud — 2024-12-15

Pakistan has supported the Afghan Taliban throughout its history. When the Taliban 1.0 seized the throne of Kabul in 1996, Pakistan soon recognized the Taliban’s government and continued its support. Ethnic nationalism has always created security concerns for Pakistan. Historically, when East Pakistan (now Bangladesh) gained independence from Pakistan based on Bengali nationalism, it became wary of Pashtun nationalism. Pakistan forged a nexus with the Afghan Taliban primarily to replace the Pashtun nationalism with Islamic nationalism across the Durand line. The Taliban gives more preference to the Islamic nationalism vis-à-vis the Pashtun nationalism. The extant literature has covered all the causes of Pakistan’s support for the Afghan Taliban. Still, this scholarship will elucidate how Pakistan supported the Afghan Taliban to replace Pashtun nationalism with Islamic nationalism through the lens of religious instrumentalism. This study explores why the advocacy of the Afghan-Taliban is crucial for Pakistan and how Pashtun nationalism can threaten the security of Pakistan. The data for this research has been gathered from primary and secondary sources, i.e., journals, books, speeches Twitter accounts, etc. Moreover, the rulers of Afghanistan and the Pashtun nationalists from the very onset created security concerns for Pakistan by inciting Pashtun nationalism. Still, with the support of the Afghan Taliban, Pakistan has always tried to subdue Pashtun nationalism.

The Power of 'What Might Have Been': Counterfactual and Alternate Realities in Jeff VanderMeer’s “The Goat Variations” (2015)

Noor Ul Qamar Qasmi — 2024-12-15

Drawing on an integrated theoretical framework based on Schneider-Mayerson (2009), Alkon (1994), and Gallagher’s (2007, 2018) critique of alternative histories, this research paper analyses Jeff VanderMeer’s “The Goat Variations” (2015) to illustrate how alternate histories within speculative fiction challenge deterministic and hegemonic narratives of official histories. Through an analysis of VanderMeer’s use of counterfactuals, the research probes how these alternative realities provoke a critical libertarian skepticism toward the ideological machinery of powerful states, particularly in their manipulation of historical events to serve imperialistic and nationalist ends. This paper examines the story’s political subtext and highlights how the speculative genre can disrupt historical complacency, urging readers to reconsider their passive acceptance of dominant nationalistic ideologies and militaristic historiographies. The research finds that “The Goat Variations” (2015) exemplifies the power of speculative fiction to reimagine historical events and challenge hegemonic narratives. Its Y-type forking narrative structure grants equal ontological significance to actual and speculative histories, urging readers to reconsider the authority of dominant historical accounts. VanderMeer’s portrayal of a dystopian America besieged by internal conflict, evangelical terrorism, and catastrophic bombings parallels real-world post-9/11 fears, amplifying the political and cultural anxieties of the time. The story’s speculative and counterfactual approach challenges the legitimacy of singular historical narratives, particularly those that reinforce power structures and suppress alternative ideologies. By doing so, VanderMeer subverts hegemonic discourses, offering a libertarian critique highlighting the importance of acknowledging diverse historical perspectives. This critique is bolstered by the symbolic imagery of an ossuary and the bio-mass bomb, which reflect the violence and disintegration in both the fictional and actual worlds. The significance of this study lies in its exploration of how speculative alternative history can serve as a powerful tool for social and political critique by offering a profound critique of post-9/11 militarism and nationalism.

Classification of Malware Using VGGNet-19 Model – An Evaluation for General Understanding

Humza Rana — 2024-12-15

The malware program becomes a disturbance to the user as it grabs the most important files and data of the user. The number of devices attached to the internet is increasing at a high speed which raises the opportunity for the attackers to steal or destroy the user data. Some malicious attackers demand money from the user after hacking the user's most important information. The traditional methods for malware classification including static and dynamic contain some limitations as they consume time in feature extraction. The malware classification needs to be identified in the light of artificial intelligence. The machine learning model is also used by the researcher for classification but now gets old and underperforms in the large dataset to overcome the large dataset issue deep learning algorithms are required which perform efficiently in large datasets. Difference researchers proposed deep learning algorithms for malware detection and achieving the best performance in detection but limited to malware classes. In this paper, the VGGNet-19 model which is also a deep learning model proposed for malware classification is in multiclass. In the VGGNet-19 model, the term VGG stands for Visual Geometric Group which can handle up to 19 layers for its deep network feature. The Malimg dataset contains 9339 samples divided into 25 malware classes. The proposed model is trained on this multiclass malware image dataset, achieving 0.998% performance in training, 0.990% in testing, and 0.990% in overall classification accuracy. The confusion matrix confirms model excellence performance across all classes.

A Relationship of Criminal Social Identity and Recidivism with The Moderating Role of Psychopathic Traits in Prison Inmates

Hafsah Tahir — 2024-12-15

All around the world, crime has prompted studies concerning the causes and factors that underlie criminal behaviour. This study investigated the relationship of criminal social identity and recidivism along with the moderating role of psychopathic traits. This correlation research employed a cross-sectional research design. The research population included individuals in prison. Through purposive sampling there were 135 prison inmates (n=135) with the age range from 19-63 years (M=32.95, SD=9.09). Measurement tools included Measure of criminal social identity (Shagufta et al., 2016), The Statistical Information on Recidivism-Revised 1 (SIR-R1) scale (Nafekh & Motiuk, 2002), in which the items measure demographic information on criminal history. And lastly Levenson self-report psychopathy scale Urdu version (Shagufta, 2023). Correlation analysis was conducted which showed significant relationship between the variable’s criminal social identity and psychopathic traits. Furthermore, no moderating effect of psychopathic traits on criminal social identity and recidivism was found in present sample. This research adds into the literature of these variables in context to Pakistani culture providing an insight to the criminal social identity and personality traits of criminals which will be helpful in the field of forensic psychology and criminology.

Van Gogh’s Ear for Music: Psychoacoustic Deafness in Hamlet and New Individualism

Ali Inan — 2024-12-15

This qualitative study of the psychoacoustic deafness prevailing in Shakespearean tragedy Hamlet applies a Jungian psychoanalytical approach in relation to systematic musicology and new individualism. Elsinore’s psychoacoustic deafness to the melodious notes of Ophelia and ignoring the due value of sound is a reason for the tragedy that befalls the royal family. The city is a deaf conglomeration of an incapacitated community struggling between reason and problematic aspirations. The madness, melancholy and frenzy are mere symptoms of an underlying disease - psychoacoustic deafness. Neither the protagonist nor the antagonist could hear, play the right note, or use music as a diplomatic tool to avert the looming tragedy. The recent surge of new individualism suffers the same inability to utilize music for finding order amidst the neo-colonial global anarchic structure. Elsinore, like an idiomatic Van Gogh’s ear for music, deliberately deprives itself of the ability to discern and acknowledge the constructive powers of music. The play manifests how music could avert tragedies, and how ignoring it could result in several socio-political catastrophes in a new individualist world.

A Meliorative potential of Phyllanthus Emblica Dried fruit powder and Trigonella foenum-graecum Dried seed powder Attrition of Hyperlipidemia

Shanza Mukhtar — 2024-12-15

Background and objective: Hyperlipidemia is the innovative form of heart disease that is slow in progression but high in destructive levels. Fat accumulation in the wall of arteries and disturbed the blood flow towards the heart that increases the risk of certain coronary heart diseases such as atherosclerosis. The aimed of this study was carried out to explore the anti-hyperlipidemic effects of Indian gooseberry and fenugreek with the comparison of non-statin lipid lowering medications group(Gemfibrozil) and also execute its proximate and mineral analysis. Materials and method: Firstly, Amla fruit powder and fenugreek seeds powder was evaluated to proximate and minerals analysis. Randomized-controlled trails were investigated in hyperlipidemic males was divided into 3 groups (G0, G1 and G2). Experimental group given the considered amount of mixed raw material (500mg and 1g) respectively for 60 days. G0 was control group given non-statin (gemfibrozil) medication. Lipid profile was checked before and after the treatment plan. The data obtained for each parameter will be observed statistically. Results: The most required triglycerides reduction in G1 and G2 (182.4±17.8 – 146.9±15.8 and 200.1±25.5 – 141.2±20.4) respectively. LDL reduction was clearly seen in G2 (171.0±12.2 – 139.0±7.5). Level of cholesterol significant decreases in G0 (non-statin) (240.8±32.1 – 193.1±14.6). HDL increases in G1 and G2 (31.0±6.2 – 39.8±4.3 and 32.9±8.4 – 44.1±4.4) respectively. Conclusion: This was concluded that Phyllanthus Emblica with the combination of Trigonella foenum-graecum managing the elevated levels of serum lipid profile and during the trails, no side effects were reported in the treatment groups G1 and G2

Framing Feminism: Media Representation of Asma Jahangir’s Advocacy in Pakistan

Ayesha Sarwar — 2024-12-15

This study dives into the mind-boggling landscape of transnational women's freedom, a study on women's activist talk inside electronic media in Pakistan. It looks at how women's activist stories are formed and reshaped across public limits in the computerized age, with specific accentuation on the discourses of Asma Jahangir. Her strong advocacy for women's rights, justice, and equality is investigated to understand how it resounds inside various socio-social settings to worldwide women's activist developments. Utilizing a multi-system approach that incorporates content examination, crowd overviews, and top-to-bottom meetings with key media figures and women's activist activists, the review uncovers the many-sided subtleties and inconsistencies in the enunciation of women's activist thoughts in Pakistan's electronic media. The discoveries feature how transnational women's activist practices challenge and change customary orientation standards while confronting opposition and co-optation in the nearby setting. Asma Jahangir's talk play had an immediate impact in engaging women and affecting popular assessment on orientation equality, frequently filling in as an impetus for grassroots women's activist developments.

Myth, Fantasy and Reality: A Magical Realist Study of Nadeem Aslam’s “Maps for Lost Lovers”

Hiba Zaheer — 2024-12-15

This study delves into the alluring world of magical realism in Nadeem Aslam’s Maps for Lost Lovers (2004) where the literary setting develops as a rich tapestry of natural attraction, socio-cultural intricacies, and eternal myths. In this comprehensive inquiry, Aslam’s narrative skill reveals the delicate interplay between magical realism and the unfathomable depths of character psychology through miraculous occurrences and happenings that mold their collective memory. The representation of nature transforms from an ordinary background to a dynamic force that mirrors individuals’ inner landscapes. From the meandering river to the pristine stars and moon, each celestial element weaves a narrative of human experience and echoes larger thematic currents and associates their past and present with remarkable details while it transforms the actual world into magical. This research sheds light on the transformative potential of magical realism and how Aslam masterfully navigates universal societal challenges by intertwining myths, legends and poetry. The narrative analysis is enriched by superstitious events and by drawing parallel to timeless tales of Heer Ranjha and Sassi Punnu. This analysis also resonates the voice of British-Pakistani community that unravels the multifaceted nature of culture and society depicted in the novel.

The Information Battlefield: How Cyber Propaganda Affects Thoughts and Shape the Public Opinion

Muhammad Tanvir — 2024-12-15

This contribution analyses cyber propaganda, with a particular emphasis on its implications for public and individual cognition. Using case studies from the world of disinformation, and social media manipulation, it illustrates how emotional triggers and cognitive biases are used to sway us. The paper examines the impact of cyber propaganda on belief, behavior attitudes and trust returning to societal fragmentation and democratic decline. And how echo chambers and filter bubbles preserve-biased opinions which widen the gap. The study emphasizes the need for a better understanding of fake news by facilitating critical thinking and media literacy. These are critical skills for an engaged, skilled and permanent population. The paper also argues for quality education, research and social harmony. It points toward the emerging role of cyber propaganda in information warfare, using a methodical analysis. Constructivism theory best explains this subject. The best theory to explain this subject is the Constructivism theory.

Impact of Urdu Language on the Lexical Choice of Dhanni Dialect on Students at the University of the Chakwal

Maleeha Nazim — 2024-12-15

This study investigates the sociolinguistic dynamics between the Dhanni and Urdu languages in Pakistan, focusing on how Urdu impacts Dhanni. The study pursues a mixed-method research methodology to establish the subjects’ language skills and use them in a home environment, work environment, social situations, and encounters. A sample of 150 adult participants has been used to complete structured questionnaires to gather the data. Demographic factors, English and Urdu fluency, and participants’ views about the effect of Urdu on Dhanni are investigated in the study. Moreover, reliability and correlation were employed as statistical means to enhance the validity of the findings. The findings confirm the differences in the use of the language and its proficiency, while 13 young participants claim they speak Urdu fluently. Therefore, all participants employ both languages at home, in professional settings, and with their friends; however, Urdu is mainly used with friends. Reacting to the influence of Urdu on Dhanni, the opinions are positive, neutral, and negative, as described in the study. These outcomes enrich the knowledge of the interrelations between Dhanni and Urdu about the cultural and social context of language switch in bicultural populations.

Harnessing Digital Media in Education: A Comparative Study of Vlogging and Blogging for Enhancing Student Engagement and Learning Success

Madya Asgher — 2024-12-15

This study investigates the impact of vlogging and blogging on student engagement and learning outcomes, focusing on their effectiveness as digital educational tools. Using a qualitative approach, semi-structured interviews were conducted with five students from two private universities. The analysis reveals that vlogging significantly enhances student motivation, comprehension, and engagement due to its dynamic multimedia format, which integrates both visual and auditory elements. In contrast, while blogging was appreciated for its depth and ease of reference, it was often perceived as less engaging due to its text-heavy nature. The findings suggest that vlogs are more effective at sustaining student interest and improving learning experiences, whereas blogs support reflective thinking and deeper exploration of topics. Further research is recommended to explore how both platforms can be optimized to enrich educational practices across different learning contexts.

Integrating textile sustainability into undergraduate design curriculum in Pakistan

Sania Mubarak — 2024-12-15

With increased worldwide awareness of environmental challenges. Designers ought to comprehend the significance of sustainable textiles in the industrial and educational sectors. Western societies are already embracing sustainable techniques in both areas. As an educator and textile designer inspired by UNESCO's sustainable development goals, the researcher intends to educate the educators, designers, and policymakers who resonate with this article. On the other hand, Pakistan's textile industries export a range of merchandise products utilizing sustainable processes. However, Pakistan's higher education system, which produces designers, is at a critical crossroads that requires concerted efforts to incorporate sustainability into their lives. This research article emphasizes the need to practice sustainability in textiles in juxtaposition with western practices. Moreover, proposed considerable methodological approaches that can be implemented in order to educate the designers studying textile and fashion-related fields in higher education institutions in Pakistan.

Shaping Identity Through Crisis: An Eriksonian Investigation in Educated by Tara Westover

Amina Ishaq — 2024-12-15

The present research study aims to analyze Tara Westover’s famous novel Educated. The objective of this study is to explore how identity is shaped through crisis. It examines how the challenges and conflicts faced by Tara Westover contribute to the development and transformation of her identity, highlighting the significant role that moments of crisis play in shaping who she becomes. Additionally, it investigates Tara's struggle to reconcile her past and present identities, particularly in the light of her family's beliefs and her determination to pursue education. This investigation follows a literary study that should not take this paradigm. This research has been collected from articles, journals, newspapers, interviews, etc. The secondary source is the commentary by Paul Main “Erikson's Psychosocial Development Stages” published on March 23, 2023, on Psychosocial theory by Erik Erikson whose psychosocial theory emphasizes the role of personal crises in identity formation, and Tara's journey demonstrates resilience, willpower, and self-knowledge in overcoming challenges and gaining purpose. The abstract shows something already done and examines how those interactions shaped the characters and helped them become who they are. It also examines the cultural and sociological elements influencing the protagonist's identity and how an author interacts with information.

Rationalizing the Irrational: A Psycholinguistic Analysis of The Tell-Tale Heart

Humaira Sarvat — 2024-12-15

This paper is an attempt to demonstrate the usefulness of psychoanalysis particularly psycholinguistics in the investigation of crimes on the crime scenes by using data from the short story The Tell-Tale Heart by Edgar Allen Poe. Psycholinguistics as methodology establishes the link between the production of language and the underlying cognitive processes (Harely, 2005, p. 13) and Poe’s short story presents the best example to comprehend how some specific linguistic clues help to know the real cognitive processes under work. Psychology deals with the facts determining human phenomena and language is one of these phenomena. The protagonist of The Tell-Tale Heart is a victim of social isolation. He lives in complete isolation that has exerted a negative influence on his personality. In a fit of madness, he kills an old man in the dead hours of night just because one of his eyes resembles that of a vulture-a pale blue eye. He tries to create logic not only in the act of killing but also in the process of killing. Police arrive to investigate and the young man finally admits his crime. The psycholinguistic analysis of the language and actions used by the young man and the killer before and after the murder helps in finding out the crime of the murderer. The paper concludes that psycholinguistics can be the best tool in the investigation of crimes on the crime scene.

Reclaiming the Progressive Image of Pakistani Women: A Critical Discourse Analysis of Web Blog “Humans of New York”

Ambreen Shahnaz — 2024-12-15

The portrayal of Muslim women in Western media has often been biased and stereotypical, leading to negative and generalized views. In the case of Pakistani Muslim women, it is crucial to encourage indigenous voices and movements to represent a more nuanced perspective. Critical Discourse Analysis is a useful tool to examine the linguistic categories used in media representation. In this study, Stanton's 'Humans of New York' blog was analyzed through Van Leeuwen's model to explore the image of Pakistani women constructed by the text. The analysis revealed that the blog portrays Pakistani women as progressive, educated, and independent, breaking the patriarchal shackles through education and awareness. This representation offers a broader perspective that is usually lacking in mainstream media, and hence contributes to improving the image of Pakistani women. It is essential to critically examine how social actors are represented, categorized, nominated, and assigned unique identities or functions in any discourse to construct their identity. By doing so, we can better understand the ways in which media representation can impact societal attitudes and work towards a more accurate and nuanced portrayal of diverse communities.

Skin and Story: "An Intersectional Exploration of Racial Trauma, Identity, and Displacement in Harriet Beecher Stowe's Uncle Tom's Cabin and Jhumpa Lahiri's The Namesake"

Mariya Iftikhar — 2024-12-15

This article investigated the interplay of historical narratives and racial trauma within literature. Equally disturbing, racialized experiences are disseminated throughout epochal literary pieces, i.e., Stowe’s Uncle Tom’s Cabin and Lahiri’s The Namesake. Using critical race theory as a heuristic device, this manuscript reveals literature’s role in reflecting hegemonic power structures and systemic inequities, this study will reveal that how skin both as a literal and metaphorical boundary functions as a site of both suffering and resilience. To that end, this research closely explored the correlation between narrative form and literary devices with the exposure of skin color and its proximity to or distance from eyes and bodily visibility. With the binding of personal narratives and collective trauma, this investigation concludes the impact of literature on perpetuating imperial power relations. This article also conceptualizes linguistic capital in fostering injurious values, such as patriarchal power imbalances, between different people. This topic collectively strikes dialogical processes about anti-blackness and literature’s role in effecting social change. Mutinously, this discussion also begins to revise the reasoning behind pathways to reimagine more equal life experience for black people.

Impact of Artificial Intelligence (AI) and Automation on Job Satisfaction of teachers at University level Dr. Nazir Haider Shah

Dr. Nazir Haider Shah — 2024-12-15

This study investigates the impact of artificial intelligence (AI) and automation on the job satisfaction of university teachers in the Sargodha division. The study was quantitative and descriptive and a cross-sectional survey was used to collect the data. Two standardized research instruments were utilized for this purpose. The sample of this study consisted of 300 university teachers selected through stratified random sampling techniques. Data were collected through Google Forms via email and WhatsApp. Mean, standard deviation, correlation, regression, and structural equation modeling were used to analyze the data. Results showed that satisfaction rate possesses certain trends of AI deployment in employment and various factors of AI technology have moderation effects on teachers’ satisfaction degree including teaching practice and academic specialization. The study contributes to the orientation of workplace satisfaction empowered by the implementation of artificial intelligence and automation in teaching staff, thus developing the guidelines for effective policymaking within the sphere among administrators of higher education institutions.

Compassion fatigue and professional quality of life among health professionals: Moderating role of professional resilience

Zainab Rauf — 2024-12-15

This study investigates the relationship between Compassion Fatigue and Professional Quality of life among Healthcare Professionals, with a focus on the moderating role of Professional Resilience. Utilizing a correlational design, data from 315 participants, including 217 physical healthcare professionals and 98 mental healthcare professionals, were analyzed. The Compassion Fatigue Inventory (Charles & Figley, 1995), Professional Quality of Life Scale (ProQOL) (Stamm, 2005), and Work Resilience Scale (ReWoS-24) (Sweetman, 2022) were employed. Results indicate a significant positive correlation between Compassion Fatigue and Professional Quality of life. Regression analysis revealed that Compassion Fatigue significantly predicts professional quality of life. Independent sample t-tests showed significant differences in compassion fatigue, resilience, and professional quality of life between physical and mental health professionals. Moderation analysis confirmed that professional resilience significantly moderates the relationship. These findings underscore the importance of fostering resilience to enhance professional well-being and job satisfaction among healthcare providers.

Strategies of Cognitive Decoloniality in Nadeem Aslam’s The Golden Legend

Mubashar Altaf — 2024-12-15

The colonial matrix of power (CMP) is a machine that continues to produce inequality, injustice, and hierarchies in the world. Due to coloniality, decolonisation failed in many postcolonial worlds. In this context, the current study explores the strategies of cognitive decoloniality in Nadeem Aslam’s fiction. The researchers have developed a conceptual framework of decoloniality based on the theories of Anibal Quijano and Walter D. Mignolo. Through the textual analysis method, the study delves into pluriversity, border thinking, and epistemic disobedience as strategies employed by Aslam in his novel, The Golden Legend (2017), to subvert and challenge the colonial matrix of power (CMP). The study identifies and analyses these strategies to examine their implications for cognitive decoloniality. This study is significant as it provides the first comprehensive exploration of decolonial strategies in Aslam’s fiction, fostering alternative narratives and amplifying the voices of the marginalized. The study underscores the transformative potential of cognitive decoloniality for dewesternization of the postcolonial world, a goal that is more urgent than ever in the face of ongoing inequality and injustice.

Green Blushing and Cause Marketing in Pakistani Fashion Advertising Discourse on Instagram

Sufia Sultana — 2024-12-15

This empirical study presents green blushing in cause marketing of Pakistani apparel fashion brands in their advertising discourse on Instagram. The paper comprises two videos from leading players in the apparel industry in Pakistan. Multimodal Interaction Analysis is the primary framework (Norris, 2021) to examine the higher lower and frozen-level mediated actions performed in the adverts. Concerning interaction among the social actors, the research also considers the interactive affordances of the Instagram platform, which enables interaction not only between social actors within the video but also with the viewers, who can provide feedback using comments section. The data comprises the anchoring post, video and the comments’ section on the video. The response analysis incorporates Hall's (1987) theory of audience reception to evaluate how viewers perceive and respond to the discourse produced and disseminated on Instagram. The findings highlight instances of green blushing concerning Environmental, Social, and Governance (ESG) sustainability goals. The study suggests that brands should voice their narrative more thoughtfully when planning campaigns to better align with ESG principles and resonate with their audience.

Speaking Identity: Decoding the Sociocultural Power of Slang among Pakistani Youth

Arwa Zia — 2024-12-15

The present empirical research aims to explore how young Pakistanis use slang as a signifier of socio-cultural status and identity markers in various social domains. Drawing on the theoretical concepts of Pierre Bourdieu, Erving Goffman and Mikhail Bakhtin, the study focuses on the ways in which both English and regional colloquial languages serve to mediate relationships in employed hierarchies and establish group membership. From the extensive study of slang in major cities such as Karachi Lahore and Peshawar as well as rural areas of the country, it became clear that the type of language used exemplifies the socio-cultural practices of their region. The study focuses on the use of slang in youth subcultures. The ability to use slang has been shown to provide members of the subculture with social currency and power, privilege, and identity within contemporary culture. This research also shows that the cultural aspect must be taken into account when discussing the meaning of slang. Contributing to expanding knowledge about youth culture in Pakistan, this research provides useful recommendations for teachers to design culturally sensitive curricula and for policymakers to implement language policies that respect multiculturalism and regionalism.

Analyzing Future Trends and Emerging Technologies in ODL (Distance Learning)

Humera Yaseen — 2024-12-15

This study examines recent advancements and emerging themes in open and distance learning (ODL), emphasizing artificial intelligence's (AI) capacity for transformation. The simulation of human intelligence in machines through thought processes and learning algorithms, known as artificial intelligence (AI), is revolutionizing the field of education. AI in online learning (ODL), which delivers education and training to students who are not physically present in a traditional setting, has several advantages. The study demonstrates how artificial intelligence (AI) improves administrative effectiveness and learning experiences using case studies from Singapore, Malaysia, and South Korea. Social robots, intelligent learning environments, and intelligent tutoring systems are some of the key AI applications in ODL. These technologies enhance educational outcomes and promote flexibility and efficiency within ODL platforms through personalized learning experiences, learning history analysis, and instant answers to frequently asked questions. Important questions concerning how AI affects personalized learning and how well it works in various educational settings are addressed in this study. It is highlighted how important qualitative validation is to ensuring that educators and students will find the results widely applicable and acceptable. The study also imagines a time when personalized learning pathways, easier administrative procedures, and increased engagement are provided by AI-driven ODL platforms, completely replacing conventional educational models. It does, however, also emphasize the need for qualitative validation to guarantee that the study's conclusions are widely acknowledged and relevant. Teachers, students, and management organizations like the State Education Department (JPN), District Education Office (PPD), and schools stand to gain from this research as they work to advance a culture of digital learning and improve the competencies and understanding of educators in this area.

Media Perspectives on Pakistan’s Labor Market: Skills Development and Job Creation

Rabia Zaman — 2024-12-15

Media Perspectives on Pakistan’s Labor Market: Skills Development and Job Creation

This study explores Pakistan's labor market with a focus on the interplay between skills development and job creation, analyzed through the lens of media coverage. As Pakistan grapples with high unemployment rates and a growing skills mismatch, this research examines how government electronic media highlight these challenges and propose solutions. The study identifies key trends in media discourse, including the portrayal of vocational training, digital skills, and government initiatives aimed at employment generation. Through content analysis, it evaluates how media narratives influence public perception and policymaking in the labor market. By addressing gaps in media representation, this research offers insights into leveraging media as a tool for promoting skill enhancement and fostering sustainable job creation in Pakistan. The findings contribute to a deeper understanding of the media’s role in shaping labor market dynamics and supporting economic growth.

Beyond Compliance: Harnessing HRM to Champion Decent Work and Economic Growth in Pakistan

Syed Usman Shahid — 2024-12-15

The aim of this research paper was to examine the role of Human Resource Management (HRM) practices in promoting decent work and contributing towards economic growth in Pakistan. Rather than a compliance-based approach, the study investigated how strategic human resource management efforts impacted on employee well-being, productivity and innovation that influenced organizational performance as well as national economic indicators. Mixed methods referred to a strategy employed for this study, which involved both quantitative surveys and qualitative interviews conducted among various HR practitioners and employees across different industries within the country. On progressive human resources strategies such as equitable pay, skills training and development and voice at work, there is a positive relationship with better employment conditions improved job satisfaction level, worker’s commitment. To add salt to injury enterprises who have all rounded human resource management system record high levels of labor productivity decreased rate of employee turnover as well as increased creativity which contributes to economic growth. Findings from this study illustrates how it is important to change the approach of HRM in Pakistan from merely maintaining compliance with laws to being proactive driver of good jobs and sustainable economy.

Scrutinization of Authorial Stance on Artificial Intelligence: A Corpus-Based Study of Communicative Verbs in AI-based Research Article Conclusions

Tuba Latif — 2024-12-15

This study examines how public verbs, private verbs and suasive verbs contribute to authorial position in research conclusions that are mostly dependent on artificial intelligence. Using a corpus-based approach, 102 research findings from high-impact AI publications published between 2020 and 2024 were read. The study is centered on the aspects of attitude, engagement and graduation and in the process of doing so, the public verbs, private verbs and suasive verbs are identified with the help of appraisal theory. In particular, the results reveal how authors believe the language applying verbs of judgment and evaluating the impact of AI in the society; whereas, authors engage with counterarguments through verbs of engagement. This work contributes to the understanding of the authorial attitude in this emerging field by enriching a knowledge of how linguistic choices relate to academic written discourse in AI. Their implication implies that paying attention to the impact of private, public and suasive verbs may help researchers and corpus-based research authorial posture or stance, public, private and suasive verbs artificial intelligence (AI), and research findings verbs utilizing the framework of appraisal theory. The findings show a pattern of evaluative language that emphasizes the writers' viewpoints on the ethical issues, limitations, and possibilities of AI. In particular, verbs of judgment and evaluation are commonly employed to convey opinions regarding the impact of AI on society, whereas verbs of engagement show the authors' exchanges with opposing views. This study offers a deeper understanding of authorial attitude in this developing discipline by shedding light on how linguistic choices influence academic discourse in AI. The results have important instructional ramifications, indicating that researchers and students might develop more thoughtful and convincing academic conclusions by being aware of public, private and suasive verbs. Future research could look at the function of evaluative language in interdisciplinary AI studies or broaden the focus to include more linguistic components.

A Critical Discourse Analysis of Women’s Narrativization in Extreme Discourse: A Comparative Study of Islamist and Populist Narratives in Punjab, Pakistan

Huda Noor — 2024-12-15

This study aimed to explore the representation of women’s roles in extreme discourse within Punjab, Pakistan while inclining towards a comparative analysis of Islamist and populist narratives. Availing on the discursive and sociocultural dimensions of Fairclough’s Three-Dimensional Model of Critical Discourse Analysis (CDA), this qualitative study concentrated on revealing these ideological frameworks constructing public perceptions towards the role of women in society. Data comprised of 20 populist and 16 Islamist texts via purposive sampling collected from public speeches, newspaper articles, parliamentary debates, and religious gatherings where the sources were screened for ideological content relevant to the research questions. Through the examination of language superficially, and the ideologies and sociopolitical contexts extensively, the study aimed to reveal the dynamics of power and gender in these extreme discourses. The analysis involved thematic and narrative analysis to identify recurring themes as well as narrative patterns, capturing both moralistic and strategic framing of women’s roles and exclamatory voices. Findings revealed that the Islamist discourse in Pakistan tends to emphasize moralistic portrayal of women rooted in religious cores with populist narratives predominantly reflecting political biases, representing women based on factional affiliations and treating the common female populace in a diplomatic style. This study contributes to gender studies and discourse analysis, offering insights into the local socio-political and cultural factors impacting gender representation. By highlighting how these extreme narratives contribute in determining female identities, the research provides implications for advocacy, policymaking, and future discourse studies, encouraging more balanced portrayals that respect women’s voices within ideological contexts of Pakistan.

The Effect of Dispositional Mindfulness on Satisfaction with Life and Psychological Well-Being: Self-Compassion as Mediator and Gender as Moderator

Palwasha Nasir Abbasi — 2024-12-15

Objective: Dispositional Mindfulness is a trait mindfulness linked with satisfaction with life, Psychological well-being and compassion for self. The present research focused on the intermediating function of compassion for self between mindfulness in disposition and psychological well-being and also in dispositional mindfulness and life satisfaction level. It also aimed to check moderating role of gender between these associations.Method: Sample of the study includes 300 students from various universities. Data was collected through Psychological Well-being scale (PWBS), Satisfaction with life Scale (SWLS), Mindfulness Attention Awareness scale (MAAS) and Self-compassion brief scale (SC-BS).Results: A substantial positive association occurs among mindfulness in disposition, mental well-being and satisfaction with life. Compassion in self-acts as a mediator between mindfulness in disposition and satisfaction with life and also between mindfulness in disposition and life satisfaction levels. Gender moderates the earlier association but not the later one.Conclusion: With the increase of dispositional mindfulness, the life satisfaction levels and mental well-being also increases. The association between mindfulness in disposition and mental well-being is considerably moderated based on gender.

Abraham Accords and Peace Process in Middle East: A Critical Review of the Agreements towards the Settlement of the Palestine Dispute

Mamoona Bashir — 2024-12-15

Abraham Accords were signed between Israel and Arab states on September 15, 2020, under the umbrella of the United States (US). Countries like Bahrain, the UAE, Morocco and Sudan established bilateral relations with Israel in the areas of education, healthcare, tourism, economics, through bilateral agreements under the Accords. These countries are the willing participants, and the US has provided many benefits and concessions to them. These Accords are considered by its supporters as a positive and significant development towards the solution of Palestine issue, for a variety of reasons. However, the rise of tensions in Palestine in May 2021 and October 2023 shows that these Accords may have limited the efficiency of already established framework for resolution of the dispute in Palestine. The Accords have created new alliance of Gulf States and Israel against the interest of Iran in the region. (Goldberg, 2020). They occupy the space emerged out of the decreasing interest of the US in Middle East and demonstrate the realization of Gulf states and Israeli leaders in a changed scenario (Friedman, 2020). This research is conducted to assess the effects of these agreements on the peace process in Palestine. The study adopted the qualitative approach followed by content analysis. Policymakers, academics, and other stakeholders with an interest in the security and stability of the Middle East will find it to be a valuable resource.

Cultural Resilience and Language Preservation: The Role of Pashto Tappa in Contemporary Pashtun Society

Khursheed Ahmad — 2024-12-15

This paper explores how Pashto Tappa, a traditional oral poetry form, has played a significant role in preserving the Pashto language, in the face of decades of wars, modernization, and globalization. Despite serious threats from foreign languages and decline in the use of Pashto, Tappa has remained relevant and holds strong cultural expression preserving both the language and culture. By employing a mixed-method approach, this research shows how Tappa preserves standard Pashto and supports the intergenerational transfer of Pashtun culture and language and adapts to contemporary society, making it an essential tool for language preservation in today’s modern world.

Child Custody in Pakistan under Family Laws

Nasreen Aslam Shah — 2024-12-15

In Pakistan, child custody laws are primarily governed by Islamic law, with specific provisions outlined in the Guardians and Wards Act of 1890. According to Islamic law, custody of children is typically granted to the mother until a certain age, after which custody may shift to the father. However, the court retains the authority to determine custody based on the best interests of the child, considering factors such as the child's age, gender, and overall welfare. The Guardians and Wards Act provides a framework for appointing guardians and determining custody arrangements in cases of dispute or necessity. Additionally, Pakistan's legal system acknowledges the importance of maintaining a child's relationship with both parents, emphasizing the need for visitation rights and access arrangements.

Default Risk Management and Macroeconomic factors are crucial for effective financial performance of commercial banks in Pakistan

Asif Saeed Naji — 2024-12-23

Default risk management is one of the most important and crucial risks faced by the commercial banks, particularity in Pakistan. Similarly, macroeconomic factors also affect the financial performance of commercial banks. This study is going to find out the impact of both default risk and macroeconomic factors on the financial performance of commercial banks. This study is quantitative in nature and deductive approach is being used. Data has been taken from the financial statements issued by State banks of Pakistan of 16 commercial banks operating in Pakistan. Dependent variable is return on equity and Independent variables are non-performing loan ratio, loan loss provision ratio, loan to deposit ratio, capital adequacy ratio, while inflation, interest rate and GDP and size have been taken as control variables. All independent and Control variables are showing significant impact except inflation and interest rate. It can be concluded that default risk management, GDP and size do affect the financial performance of commercial banks in Pakistan.

The Geopolitical Implications of Rare Earth Mineral Dependencies and Technological Rivalries

Aakif Ali — 2024-12-15

The critical minerals and raw materials are the backbone of modern technological innovations which power key industries i.e. renewable energy, electronics and defense. These minerals include rare earth elements lithium, cobalt and graphite are essential for used in semiconductors, manufacturing of long-lasting batteries and their use in renewable sources. Chinese dominance over the refining and processing of these minerals poses a critical threat to U.S and its allies. This paper explores how China’s control over these supply chains of critical minerals give it a strategic edge over other states. This study examines the strategic implications of China’s dominance by focusing on its leverage to influence international markets, price control of these and by giving them technological superiority. This paper highlights the vulnerabilities of competing nations particularly the United States and its allies who have been heavily reliant on Chinese exports of these minerals. Furthermore, the paper evaluates international efforts to deter the Chinese influence by using various means i.e. diversification of supply chains, recycling initiatives. It sheds light on the recommendations of the policy makers to promote technological resilience by establishing a framework for access to critical minerals. This research sheds light on the pivotal role of critical minerals in shaping future global power dynamics.

Political Pledges, Power, and Pathos: A Critical Analysis of Pakistan Tehreek-e-Insaf Anthem 2024

Atiqa Abdul Qayyum — 2024-12-15

This paper presents a comprehensive critical discourse analysis of Pakistan Tehreek-e-Insaf 2024 election anthem to deconstruct the political pledges (narrative), power dynamics, and pathos in it. By applying Norman Fairclough's model of critical discourse analysis (CDA), the study dissects the anthem's intricate rhetorical strategies, emphasizing the confluence of political promises, power dynamics, and emotional appeals (pathos). The textual analysis uncovers the deliberate use of evocative language, potent metaphors, and strategic repetition to craft a compelling narrative of resistance and empowerment. The exploration of discursive practices reveals the anthem’s intertextual connections, authorial intent, and its resonant impact on audience reception, illustrating how it fosters a sense of solidarity and mobilizes political support. Additionally, the social practice analysis examines the ideological underpinnings, power structures, and the anthem's role in shaping public discourse, highlighting the centrality of pathos in engaging and motivating the electorate. It further finds that the anthem establishes a clear dichotomy between the righteous "us" (PTI and its supporters) and the corrupt "them" (the current government and establishment). The anthem's emotional appeals are key to legitimizing PTI's political actions and consolidating power. This study concludes that while PTI's election anthem is effective in rallying a loyal voter base, the dichotomy also contributes to political polarization and societal division, highlighting the complex interplay between rhetoric, identity, and electoral strategy in contemporary politics. The findings offer valuable insights into the complex interplay between political rhetoric, authority, and emotional resonance in the context of electoral campaigns.

Activism Under Certain Circumstances be a Legitimate and Protect the Human Rights Effectively

Dr Anwar Baig — 2024-12-15

Judicial Activism (JA) is one of the contentious yet crucial tools in the preservation of human rights, constitutional order, and the rule of law. This paper delves into the intricate legal and political issues and the validity of JA around certain criteria, contending that it is absolutely necessary to handle gross violations of human rights, power deformations, and severe dysfunctions in state machinery. This study integrates literature review, case laws, and theoretical paradigms to develop a substantiative comprehension of JA and its ability to protect individual rights and fundamental freedoms, while adjusting to changing standards of institutions and societies, articulating democratic values. It is critical to note that JA is sometimes a matter of contention but a justified response in any system whereby usual checks and balances have failed. Based on these legal theories and historic precedents, the study proposes a more relaxed interpretation of the rule of law and constitutionalism that leases judges to be aggressive in postulating discriminatory or unethical legal enactments. Also, this research emphasizes the fact that JA should comply with international human rights standards, how, through the inadequacies of national legal systems and the change of societal values, judicial ingenuity may be relevant. In light of JA, it is Green’s more recent understanding of the doctrine that provides the rationale for the broad interpretation of judicial functions. As opposed to refraining, judges are encouraged to participate in changing social and cultural practices. He definitively argues that JA is a bedrock of grounded constitutional democracy when there is moderation in its application: it is something that saves justice, fairness, and humanity within the context of changing society.

Translation Strategies used for Translation of Idioms in George Orwell’s Animal Farm

Mariam Bibi — 2024-12-15

The present study is about the translation of idioms from Orwell's Animal Farm into its Urdu translated version “?????????," focusing on the application of translation strategies proposed by (Baker,2011). Animal Farm, a politically charged allegorical novella, is rich with idiomatic expressions that convey deeper meanings beyond their literal interpretations, reflecting the socio-political nuances of the original text. The present research deals with exploring the strategies employed by the Urdu translator to render these idioms and evaluate their effectiveness in preserving the semantic and stylistic integrity of the original text. The study identifies that the strategy, translation by paraphrase was most frequently employed as paraphrasing involved explaining the idiom's meaning using non-idiomatic language effectively conveying the intended message when English had no equivalent idiom that matched Urdu in both meaning and form. However, the study identifies that the second most frequently employed strategy was using an idiom with similar meaning and form. This strategy was used particularly when SL had an equivalent idiom that matched TT in both meaning and form. This strategy was successful in maintaining the original's idiomatic and cultural essence. Moreover, other strategies like translation by using similar meaning but dissimilar form and translation by omission were employed lastly by the translator due to lack of equivalence in TT. while translation by compensation was a strategy that was not at all adopted by translator as there was no such idiom found where the meaning in TT can be compensated. The findings suggest that the translators of "Animal Farm" into Urdu employed a combination of strategies to navigate the complexities of idiomatic translation. Overall, this study highlights the intricate challenges of translating idioms across languages and the importance of carefully selecting strategies to retain the original text's cultural and expressive depth.

The Interplay of Invisibility and Appropriation in the Translated Text of Oscar Wilde’s Play

Hamed Hussain Shah — 2024-12-15

This paper explores the appropriation process in the classical Urdu translation of Oscar
Wilde's play, particularly around the concept of invisibility. Appropriation essentially refers
to the act of taking ownership of the original text and elevating target culture and language.
The research explores how appropriation influences translation, which often presents itself
at various levels, including the removal of words, phrases, sentences, expressions, the central
message of the original, and even the presence of the translators themselves. The source and
target texts were meta-textually analyzed in order to assess how appropriation gives rise to
invisibility. Antoine Berman's model of textual deformation formed the basis for identifying
elements of appropriation. Additionally, Eugene Nida’s principles of correspondence,
particularly formal and dynamic equivalence, were applied to explain translation extracts at
the word and sentence levels. Gerard Genette's concept of paratext helped to examine
promotional materials, reviews, prefaces, and copyright information in both the source and
target texts. The analysis shows that translators have used different deforming strategies of
omission, rationalization, clarification, ennoblement, expansion, quantitative
impoverishment, adjustments, and destruction of the original's structure. The findings
indicate that the combined forces of invisibility and appropriation often result in the
domestication of the source text, causing shifts in its linguistic and cultural nuances. This
study theorizes different concepts in the field of translation studies and provides an angle to
the translators to improve the process of translation.