The Journal of Humanities & Social Sciences

1) Volume XXIII, No 2, 2015 (August)
Author(s):Chief Editor Mujib Rahman, PhD (Edinburgh) Dean, Faculty of Arts & Humanities Department of English & Applied Linguistics University of Peshawar Office Secretary Muhammad Altaf

Abstract :

Guidelines for Contributors The Journal of Humanities and Social Sciences, University of Peshawar, a peerreviewed journal, published three times a year (April, August, and December), invites research papers for consideration for publication in the field of social sciences and humanities. Manuscripts (a softcopy on a CD, and two doublespaced hardcopies) should not exceed 7000 words (including endnotes and references) plus an informative abstract (200 words maximum), and should be accompanied by a crossed cheque of Rs. 3000 (Pak Rupees three thousand only) payable to “the Editor, JHSS.” Papers should be composed in MS Word, Times New Roman, and Font Size 11. Figures, tables, graphs (if any) should not be out of the margins of the text of the paper (13cm). Quotations in languages other than English must be translated in the body of the paper, and accompanied by the original in the endnotes. The author’s name, title/designation, e-mail and mailing addresses and institutional affiliation should appear on a separate title page. The Journal of Humanities and Social Sciences will consider one single-authored (as principle author) and one co-authored (as second/third author) by the same author for publication per number. The maximum acceptable number of coauthors is three! The Journal of Humanities and Social Sciences follows a variant of APA/MLA styles to accommodate the multi-disciplinarian work that the journal features. References must indicate full name(
2) Mercy a Virtue of Consciousness in Shakespeare's The Merchant of Venice
Author(s):Humaira Aslam Jinnah College for Women, University of Peshawar, Peshawar, Pakistan

Abstract :

Antonio is a Christian merchant, who in spite of his hatred for the Jew Shylock asks him to lend him money. Shylock reminds him of how he curses the Jews and yet he asks for his money. To this, Antonio replies that he should give the money out of hatred and not love and that he was ready to return it with interest. Here Antonio shows his relentless pride and power. Unfortunately, he suffers a loss in his business and is unable to pay back the money. Now it is shylocks turn to be merciless.
3) Of Life and Happiness: Austen’s Pride and Prejudice
Author(s):Samina Ashfaqa, Nasir Jamal Khattakb a College of Home Economics, University of Peshawar, Pakistan b Department of English & Applied Linguistics, University of Peshawar, Pakistan

Abstract :

It is a fact universally acknowledged that humankind struggles to live an honourable and happy life. However, the concept of happiness and honour varies from person to person; community to community; and generation to generation. These phenomena of “true” happiness are as much social as psychological. The Collins, Mary, Mr. Weston and the like are “happy” in their lives and with themselves as much as Elizabeth, Darcy and their kind are happy with themselves and their lives. The perception of true happiness among characters in Pride & Prejudice is divergent. Some of Austen’s characters learn from life as they experience ups and downs in lives due to the choices they make. Others continue to perpetuate the misery that has become their lot due to the compromises they make. The likes of Elizabeth and Darcy face numerous problems in the beginning in finding their soulemates. Once they find one, the remaining part of their lives become productive, peaceful, and prosperous. They go through the mill of power, social, and sexual politics of their society but emerge successful since they and choose wisely. The others, like the Collins and the Charlottes, choose their partners on the prevailing standards of their society; thus, the duality in their beliefs and deeds undo them. They opt for short-cuts in making choices, and end up having lives full of challenges, boredom, and indifference to the wellbeing of each other. Such lives have their prices and consequ
4) Anti-Branding in the American Society and Fiction
Author(s):Saiyma Aslam, Aiman Aslam Khattak International Islamic University, Islamabad, Pakistan

Abstract :

Corporatization and branding of the world seem to be a relatively new phenomenon for many people. However, they have been present for quite some time. The only difference could be found in their immensity and manifestations during the modern and postmodern times. Branding could take on a lot of different forms, like place branding, identity branding, cultural branding, nation branding, and so on. Whatever form it may assume, it has always tended to attain strongholds around us. Modern branding started in the United States somewhere around the 1920s, rose to its peak in the 1950s and then slowly met its decline till the end of the 1990s after which its focus was shifted on to the Third World. This article aims at tracing out the various socio-cultural or political factors or elements that contributed towards the Antibranding Activism aroused among the target victims of the brands themselves particularly in the United States of America. The anti-branding and anti-corporate rage has been displayed, as unfolded by Naomi Klein, by a backlash of target consumer masses via riots, denial of the branded products, reclamation of unbranded space and vice versa. The same anti-branding rage reflected in the American fiction is analysed here in selected fiction of Don Delillo.
5) Analysis of Intertextual Correspondence in Nathanial Hawthorne’s The Scarlet Letter and John Updike’s The Scarlet Letter Trilogy
Author(s):Mazhar Hayata, Saira Akhterb, Saima Nazirc a Government Postgraduate College, Samanabad, Faisalabad, Pakistan b Govt. College University, Faisalabad, Pakistan c Government Degree College (W) Shahko

Abstract :

The twentieth century intellectual and historical processes like deconstruction and decolonization have repudiated centuries held myths of universality, originality and ahistoricity of the texts. The myth of originality of a text is replaced by the phenomenon of intertextual correspondence. A text is a composite picture of quotations which is not only inspired from previous texts but also transforms them. The communication between the author and the reader is always partnered by an intertextual relation between written words and their prior existence in past texts. In the past several years, the body of criticism on the intertextual correspondence between the writers has grown tremendously due to the renewed interest in classical stories/myths among contemporary writers. The present study is a study in intertextual mode which examines and evaluates intertextual correspondence between Hawthorne’s The Scarlet Letter and The Scarlet Trilogy by John Updike because it is widely perceived that Hawthorne’s The Scarlet Letter is one of the major influences on Updike’s The Scarlet Letter Trilogy. The conceptual framework of this research is Kristeva’s theory of intertextuality. This study will focus upon the larger or more general influences of Hawthorne on Updike.
6) Internet Use by the Faculty Members of Public Sector Universities in Peshawar
Author(s):Mohammad Ismaila, Nisar Ahmad Subhpotob a Department of Library and Information Science, University of Peshawar, Pakistan b Department of Library & Information Science, University of Sindh, Pakistan

Abstract :

The purpose of this study is to investigate the use of the internet by faculty members for their academic activities and bring forth the key factors influencing their utilization of this technology. This investigation seeks to answer the following questions. How does faculty utilize the Internet in their teaching, research, and communication? Is there any correlation exists between the available resources of the university, internet use of faculty, discipline, gender and computer use level. What are the main hurdles faced by university faculty with regard to their internet usage. The survey includes all 6 public sector universities located in Peshawar, the capital of the province of Khyber Pakhtunkhwa, Pakistan. A self-administered questionnaire was utilized to collect the data. The study population consisted of 1346 faculty members. A random sample consisted of 550 faculty members was drawn to whom the questionnaires were administered out of which 502 questionnaires were received back. The overall response rate was 91.27%. The study concludes that the internet is a best resource for study and teaching and the university faculty members very often utilized it for academic purposes.
7) Fuel wood Collection and Gender Time Poverty: Implications for Development Policy
Author(s):Inayatullah Jana, Sidra Pervezb a Institute of Development Studies (IDS), University of Agriculture, Peshawar, Pakistan bDepartment of Management Sciences, Iqra University Islamabad, Pakistan

Abstract :

The term ‘gender time poverty’ became a buzz word in the development debate after Ester Boserup’s publication ‘Women’s Role in Economic Development’. Since then gender issues are seriously taken into account while formulating a development policy. This study was conducted with the aim to assess the time women spent on fuel wood collection in district Swat, Khyber Pakhtunkhwa, Pakistan. The total sample size for the study was 100 households which were randomly selected from two villages namely Barkaley and Chail. Information from respondents was collected by using semi-structured questionnaire. Descriptive statistics technique was used to analyze the field data. The findings suggest that people in the area were mostly poor and relied on local forest for their domestic energy consumption. Women spent an average six hours per day on fuel wood collection from the nearby woods. Women were intended to spend the same time in income generating activities such as home-based micro-enterprises, knitting and weaving, and poultry farming, etc., if they were provided with any opportunity to save this time. The study concludes that women time poverty is mainly a cause of the excessive fuel wood demand of a household. It is recommended that people in the area should be given access to cost-effective and environment-friendly fuels. Thus the time saved will be used for productive venture which will empower women economically, socially, and politically.
8) English Language Proficiency: Social and Academic Adjustment of Pakistani Postgraduate Students Abroad
Author(s):Mohammad Jehangir, Rashid Khan Department of Sociology, University of Peshawar, Pakistan

Abstract :

Adjustment in an alien culture is one of the major problems all over the world. It becomes more concerned when young people with less exposure, experience and knowledge go to other countries to seek higher education. The prime objective of this study is to focus upon the role of the English Language Proficiency Test (ELPT) in the social as well as academic adjustment of Pakistani postgraduate students abroad. The uniqueness of this study is that the examination of Pakistani students’ adjustment abroad has been highlighted for the first time. Data were collected from 225 postgraduate Pakistani students who studied in 20 various educational institutions in London with the help of a questionnaire. Chi-square test was applied to examine association between English Language proficiency Test and adjustment of the Pakistani postgraduate students abroad. Adjustment of the Pakistani postgraduate students was found to be high with respect to those students who obtained high IELTS score. In light of the study findings it is recommended that Pakistani students, while seeking higher education abroad, should acquaint themselves with the educational standards in the United Kingdom by having a mastery over the English language. This will help in the smooth adjustment in an English speaking country both socially as well academically.
9) Ideological Contestation(s): The “Televised” Cultural Politics of Gendered Identity
Author(s):Anoosh Khan Department of Gender Studies, University of Peshawar, Pakistan

Abstract :

In Pakistan media is used in all forms: printed and electronic. In spite of the fact that the print media has been a part of the infotainment culture in Pakistan before the advent of electronic media yet the internet, cell phones, television, radio, the satellite dish and cable channels are more popular among the people. One of the reasons for the popularity of the electronic media, especially television, can be the lack of education and easy access to the medium. In this paper I demonstrate that television as an ideological state apparatus (Althusser, 1971) shapes opinions through employing ideology which tacitly interpellates individuals in a particular way according to culture, space, age, and academic exposure. Thus, television, the conduit of ideology, shapes gendered identities through consent as opposed to coercion. Furthermore, I establish that in traditional societies, like the Pakhtuns of Khyber Pakhtunkhwa, although culture comes forth as the most dominating ideological state apparatus yet the television has a strong impact in bringing about socio-cultural ideological shifts.
10) Investigating Customer- Based Brand Equity of Private Sector Universities of Pakistan
Author(s):Majeedullah Khattaka, Wisal Ahmada, Ayaz Ahmadb a Institute of Management Sciences, Kohat University of Science & Technology, Kohat, Pakistan b COMSATS Institute of Information Technology, Wah Cant

Abstract :

This study aims is to understand and examine the customer based brand equity of private sector universities in Pakistan. The study is based on Aaker’s well-known conceptual model of brand equity. Data was collected from one hundreds thirty two students enrolled in different programs in private universities of Islamabad. To test the hypotheses of the study for causal relationship between Perceived quality, Brand awareness, Brand Association, Brand loyalty and Brand equity, regression model was used as the most appropriate statistical tool. The findings of the study show that students’ perception about the quality of a university, image of the university (brand association) and awareness level of a university have a positive significant effect on brand equity, while students loyalty with a university was found to have negative significant relationship with the equity of a university. In the light of the findings and discussion, the study provides valuable theoretical and managerial implications as well as limitations and future research directions.
11) Discerning Hyper Reality in Mohsin Hamid’s Moth Smoke: A Postmodernist Reading
Author(s):Afshan Moin, Khamsa Qasim Govt. College University, Faisalabad, Pakistan

Abstract :

Hyperreality is an important aspect of postmodernism. This article covers the sensitive issues, arising out of virtual situation. Jean Baudrillard’s concept of hyperreality will further help to investigate the issue. Mohsin Hamid’s work, Moth Smoke exhibits a world suffering from hyperreal situation. The artificial environment causes insecurity and uneasiness and highlights the catastrophic desire of society to emulate and mimic. It shows how penetration of simulation has resulted in deterioration of meaning. The significance of this study would be the systematic study of prevailing situation in society of artificial reality which is the result of technological impacts. This research reveals the inner turbulences, makes an attempt to present the other side of reality. This article highlights in detail the hyper real relation created by technological impacts.

Volume No. XXIII

Issue No. 2

August