No abstract

Creative industries have been considered crucial to the economic well-being of any country. Besides the economy, the advertising industry has been investigated in West for its influence on the minds of its consumers. Pakistan has a diversity of culture and impact of creative industries on common people is not studied yet. The present study analyses the advertising discourse to explore gender construction through language and visuals in Pakistani print media. The sample includes four national English newspapers collected over a period of one month. An asymmetrical and stereotypical portrayal of women emerges from discourse analysis. Along with gender-specific language, images are constructed to render women marginalised as compared to men in Pakistani society. Results imply that creative industries have a potential to exert an ever-lasting impact on mass-mind but have become a tool in the hands of influential people.

Interdisciplinary energy research has become inevitable in the context of perceived energy break-point after 2050. Power and energy crisis is a matter of life or death for industry and human race on earth. Oil and natural gas peaking alarms started ringing by the start of the 21st century. Available energy reserves are emptying at of thousands of barrels per second and time to discover new energy sources is being wasted to convince and advocate disciplinarians going for interdisciplinary research approach. We will have to invent new ways of supplying 30% of the global energy demand by 2030 and 60% by 2050. It is not possible without putting the emerging bio, nano, and info technologies together in power and energy research laboratories under interdisciplinary and trans-disciplinary approaches. Electrical engineers badly need the supportive hand of energy scientists and technologists to overcome global power, energy, food, and water crises. Engineers and scientists often find it difficult to tolerate each other and usually end up with duplicate resources without any presentable output which requires motivation to develop teamwork spirit to succeed. This paper unveils the potential urgency for an interdisciplinary research approach concerning embedded energy research barriers and solutions in developing countries. Enhancing power and energy multidisciplinary research is a vital general formula that can be tailored to specific regional conditions to minimize the greenhorn blues to run local and global interdisciplinary research programs.