Annals of Human and Social Sciences

Flames across the Line: A Strategic and Tactical Analysis of the May 2025 India-Pakistan Conflict

Naveed Ahmed Malik — 2025-07-02

This study critically analyzes the India-Pakistan military escalation of May 2025, with a specific focus on its strategic, tactical, and diplomatic dimensions. Triggered by a disputed cross-border incident near the Line of Control (LoC), the conflict rapidly escalated into intense ground and aerial engagements. A high-profile dogfight between the Pakistan Air Force (PAF) and Indian Air Force (IAF) became a defining moment. Using a qualitative case study approach, this paper draws on open source defense reports, media briefings, and diplomatic communications to evaluate the conflict’s trajectory and implications. The battle caused substantial military and civilian losses, infrastructure damage, and disruption of diplomatic and trade relations. Pakistan’s air superiority, strategic restraint, and international messaging earned it measured global support, especially from China and Middle Eastern states. The article concludes with strategic policy suggestions to prevent future escalations and promote long-term stability in a nuclearized South Asia.

Social Exclusion Experiences among Rural Elderly Women in Sargodha: A Qualitative Analysis

Aleena Bashir Awan — 2025-07-05

This study aims to explain the social exclusion experiences among rural elderly women in Sargodha, reasons behind their exclusion and its impact on their lives. Social exclusion involves being disconnected from physical, financial, and social aspects of life. Rural elderly women face higher risks due to factors like gender, age, poverty, and cultural traditions. The study used qualitative research, employing purposive sampling, and collected data through an interview guide with 26 rural elderly women till data saturation. Major themes derived through thematic analysis are Social Exclusion Experiences of Rural Elderly Women, Causative Factors behind Social Exclusion of Rural Elderly Women and Repercussions of Social Exclusion among Rural Elderly Women. It concluded that poverty, social dependency on family and cultural norms contribute to social exclusion among rural elderly women. It is recommended that establishing community care institutions addressing their healthcare facilities, social life and transportation can solve issue of social exclusion.

Gender, Climate Change, and Social Inclusion in Pakistan: A Case Study of Khyber Pakhtunkhwa

Bibi Saira Nouman — 2025-07-07

Khyber Pakhtunkhwa (KP), the province of Pakistan, having a patriarchal society, gender inequality, and environmental vulnerability, needs an inclusive climate governance and women are disproportionately affected due to climate change . The objective of the study is to examines the relationship between climate change, gender inequality, and social justice in KP only from 2014 to 2025. The study adopted qualitative research methodology by collecting data from books, articles, reports of international and national organization data sources and analysied through thematic analysis. The results show there is gender discrimination in literacy rate, access to economic resources, access to information and the inclusive decision-making process further intensified by institutional and cultural barriers. The results highlight the urgent need for Gender Equality and Social Inclusion (GESI) in climate governance with the integration of indigenous knowledge and cultural and community engagement in policy making and implementation to improve resilience. It recommends the need for an integrated approach that incorporates gender-responsive policies, community engagement, and innovative solutions.

Coercive Neoliberalism and Post-9/11 Hegemony: A Critique of Western Power and Resistance in The Reluctant Fundamentalist

Ayaz Muhammad Shah Yaseen — 2025-07-09

This research aims to explore how Mohsin Hamid’s The Reluctant Fundamentalist critiques the coercive nature of Western neoliberalism. Neoliberalism, marked by free trade, deregulation, and privatisation, is supposed to benefit Western transnational elites. In the post-9/11 era, dissent against neoliberalism is frequently met with coercion. The United States has spearheaded what can be termed aggressive neoliberalism, enforcing it through political, military, and ideological means. The Reluctant Fundamentalist engages with these issues, exposing the coercive policies of Western neoliberalism and its impact on Muslim communities. The novel utilizes allegory, symbolism, and the protagonist’s opposition to reveal both overt and subtle resistance to hegemonic power. This study employs qualitative textual analysis to interpret the novel as a cultural and political critique, linking its themes to real-world geopolitics. It highlights how neoliberal policies contribute to resistance and anti-American sentiment, offering a basis for further exploration of Anglophone Pakistani fiction and its response to neoliberal globalisation.

Chinese Revolutionary Heritage: Exploring Revolutionary Culture in Huanggang

Muhammad Iqbal Chawla — 2025-07-10

The main objective of of this research is to investigate Huanggang, a city in Hubei province known for its rich historical legacy, strong educational traditions, and growing economy. It focuses on Huanggang’s Chinese revolutionary heritage, examining the city’s diverse cultural landscape shaped by its significant role in China’s revolutionary movements. The study explores historical sites, artifacts, and intangible cultural practices that together form Huanggang’s revolutionary legacy. It also analyzes the connections between major national revolutionary movements and local dynamics, highlighting the specific contributions of Huanggang’s leaders. This paper uses Huanggang as a micro-level case study to address the research gap concerning the link between regional revolutionary heritage and the national narrative. Using a mixed- methods approach, this research examines the opportunities and challenges of preserving and promoting this heritage, including the restoration and dissemination of revolutionary cultural artifacts through advanced technologies within the film and drama industry, aligning with Xi Jinping’s soft power strategy. The findings highlight the vital importance of protecting Huanggang’s revolutionary culture for its educational potential, cultural significance, and historical value. The study recommends that local authorities adopt sustainable tourism strategies and encourage community-led conservation efforts to safeguard the authenticity of Huanggang’s revolutionary heritage. Additionally, it suggests developing educational programs—particularly those that highlight the region’s unsung heroes—within universities, colleges, and institutes to deepen understanding of this revolutionary legacy and its enduring impact on regional and national culture and identity

Role of TV Commercials in Adoption of Culture Values among Youth of Pakistan

Muhammad Haseeb Sarwar — 2025-07-11

Today, mostly people in Pakistan are watching TV Commercial to learn different culture values.The purpose of this study was to investigate that how current Pakistani TV commercials were used by the youth of Pakistan to adopt culture values .This study investigates the impact of TV commercials regarding Western and Indian cultural values among Youth of Pakistan. The study aims to explore how TV commercials promote Indian and Western culture and influence the youth’s perceptions of language, dressing and dancing and how their consumption of TVCs change their attitude towards culture values. Study observed through cultivation, and social learning theory. This study employed quantitative research using a purposive sampling procedure to examine the role of TV commercials in adoption of culture values. The study sample comprised (N=250) both male and female university students. Research findings reveal that youth actively watch TV commercials for culture adoption .The study highlights that Pakistani TV commercials are playing an effective role to changing the culture values of youth. Moreover TV commercials are depicting the Western and Indian culture especially Dressing, Dancing and Language. In conclusion, the research emphasizes that TV commercials are the source of culture adoption and learning among youth and Pakistani culture are replacing by the western and Indian culture.

Ideology of Pakistan: Challenges to its National Identity

Haji Muhammad Anwar — 2025-07-11

This research discloses the diverse perspectives on the creation of Pakistan during pre and post-independence era. It has shed light on the foundation of the Ideological background of Pakistan and differentiated the misconception of the Ideology of Pakistan. The paper has thoroughly discussed the demands of Muslim leaders of the subcontinent for a separate country or a state of their own and the key points of Jinnah’s vision for Pakistan as articulated in his statements, Side by side, it has also incorporated how Pakistanis have been interpreting the ideology of Pakistan since the post-independence era. Pakistan appeared on the horizon of the South Asia as an independent state with the ideology of Islam. The ideology of the freedom movement was to preserve Muslims’ identity and to establish a Muslim state which was never meant to be a theocratic state. The political struggle was democratic which spurted out due to the stern attitude of the British India and the Congress.

Strategic Interventions to Combat Terrorism Financing in Pakistan: Challenges and Pathways

Liaqat Ali — 2025-07-12

The study aims to examine the threat of terrorism financing in Pakistan, specifically focusing on vulnerabilities within DNFBPs, charitable entities, and informal money transfer networks. Despite Pakistan's regulatory improvements under FATF guidelines, persistent gaps in implementation and institutional coordination allow terrorist groups to exploit informal financial systems. Criminal activities such as drug trafficking, smuggling, and extortion contribute to terrorism financing. The research utilizes a qualitative secondary analysis approach, examining data from FATF reports, academic publications, and institutional databases. A systematic review methodology is employed, focusing on structural vulnerabilities, informal financial systems, and associated predicate crimes. Findings highlight exploitation of DNFBPs and charitable organizations due to insufficient oversight. Informal transfer systems like hawala and hundi facilitate anonymous financial flows to terrorist entities. Regulatory advancements remain undermined by inadequate enforcement and inter-agency collaboration, creating implementation gaps. Comprehensive reforms are recommended, including legislative updates, stronger institutional oversight, and increased international cooperation to effectively combat terrorism financing and align national security measures with global standards.

A Quantitative Analysis of Gender Differences among Psychosocial Correlates of Juvenile Delinquency

Sadia Haq — 2025-07-18

The present study aims to find out the gender differences among psychosocial correlates of delinquency. Through a cross-sectional survey research design, data on 200 juvenile delinquents and runaway adolescents was taken from institutes working for the well-being of abused and neglected children in Rawalpindi, Lahore, Gujranwala, and Multan. Urdu translated versions of The Big Five Inventory (John et al., 1991), the Barratt Impulsiveness Scale (Patton et al., 1995), the Kessler Psychological Distress Scale (Kessler & Morczek, 1992), the Reactive-Proactive Aggression Questionnaire (Raine et al., 2006), the Psychological Well-Being Scale (Ryff, 1989), the Subtype of Antisocial Behavior Questionnaire (Burt & Donnellan, 2009), the Self-Reported Delinquency Scale (Naqvi & Kamal, 2008), and the How I Think Questionnaire ’(Barriga et al., 2001) were used to collect data. T-test results reported significant mean differences along gender on delinquency, antisocial behavior, impulsivity, aggression, and psychological distress, where male adolescents reported a higher mean value compared to female participants. On personality traits and psychological well-being, female adolescents reported a high mean. On cognitive distortions, females reported higher mean values on self-centeredness, while males reported higher means on blaming others. The study recommends the counseling programs for parents to master the effective parenting techniques and counterstrategies to deal with problematic behaviors on delinquent’s behalf in the form of intervention plans.

Establishing State Responsibility for the Breach of Human Rights and Possible Remedies

Syed Muhammad Farrukh Bukhari — 2025-07-18

This work attempts to study the evolving nature of state responsibility in the context of international human rights law focusing on the invalidity of reservations that hinder access to international justice. The study is limited to core UN human rights treaties and relevant enforcement mechanisms. International law in the past prioritized state-to-state obligations; nonetheless, modern human rights instruments have allowed individuals to seek redress for violations. Despite ratification, many states undermine treaty effectiveness through recourse to reservations. The study reviews international legal texts, treaty commentaries, and relevant jurisprudence using qualitative approach. The findings indicate that invalid reservations conflict with treaty purposes and hinder enforcement. States continue to escape obligations, however, this may result in international pressure such as sanctions, incentives, and public condemnation to compel compliance. It is suggested that international bodies must oblige states to act in line with commitments they have made by signing human rights treaties.

Decoding The Book of Dede Korkut using Fuzzy Logic and Systemic Functional Linguistics- A Corpus-Based Exploration

Huma Asif Malik — 2025-07-18

This study investigates the stylistic, linguistic, and emotional dimensions of The Book of Dede Korkut using a corpus-based framework that combines Systemic Functional Linguistics, fuzzy logic, and sentiment analysis. Bridging computational methods with traditional literary scholarship, the research offers insights into how oral narrative traditions encode cultural cognition and emotional complexity. A corpus of 43,068 words from the text by Abdulla and Aliev (2023) was analyzed using the UAM Corpus Tool to extract lexical, syntactic, and rhetorical patterns. The results revealed an academic word frequency of 8.54%, lexical rareness of 3.6%, and 16.5% punctuation-based structures, indicating a strong reliance on oral storytelling conventions. Sentiment analysis showed a balanced emotional tone with 2.9% positive, 2.75% negative, and 2.6% neutral expressions. The use of fuzzy logic enhanced the interpretation of ambiguity and layered meanings within the text. This interdisciplinary approach highlights the potential of computational linguistics in uncovering cognitive and cultural structures in historical epics, religious texts, and indigenous narratives.

Impact of Social Media Usage on Academic Burnout among Undergraduate Students

Adeen Iqbal — 2025-07-19

The aim of the study was to study the impact of social media use on academic burnout among students at the university level. In order to determine how social media affects university students' academic burnout, this descriptive survey study was carried out at the Faisalabad Campus of the University of Education, Lahore with a sample of (N=228) students studying in semester two and four. Study employed research questionnaire comprising two sections; one for measuring the academic burnout and the other used to measure social media usage (α=.81) among students. According to the findings of the study, students frequently turn to social media as a stress-reduction strategy, even when it impairs their ability to focus, sleep, and well performance in class. Academic burnout has been associated with a number of factors, including social isolation, poor lifestyle choices, low self-efficacy, scholastic stress, and a lack of social support. It was shown that emotional exhaustion and burnout were more common among female pupils. Furthermore, compared to second semester students, fourth semester students reported higher degrees of academic burnout. According to the study, universities should recognize social media as a source of academic support as well as a cause of exhaustion. Digital literacy training, time management training, fostering a culture of face-to-face interaction and the establishment of a counseling service focusing on media use and mental health are among the recommendations. The study emphasizes how critical it is that technology and psychological well-being co-exist in educational environments and recommends that remedial actions be taken to intentionally alter online conduct so that students can maintain their academic success while protecting their mental health. Long-term considerations of students' digital behavior may heavily rely on the findings.

Strategic Marketing Management: Achieving Smart Business Performance in Pakistan

Jai Kishan — 2025-07-19

Strategic marketing management plays a critical role in enhancing business performance, particularly in emerging economies like Pakistan. This research paper explores the impact of strategic marketing practices on smart business performance by examining how businesses in Pakistan adapt to competitive pressures, technological advancements, and shifting consumer preferences. It delves into the theoretical framework of strategic marketing, analyzes the factors contributing to performance optimization, and emphasizes the alignment between market-oriented strategies and long-term organizational goals. The study uses a mixed-method approach combining both quantitative and qualitative data. Data were collected from 150 Small and Medium Enterprises (SMEs) and corporate entities across major cities in Pakistan. Analytical tools such as regression analysis and SWOT frameworks were applied to examine the relationship between strategic marketing elements—such as segmentation, positioning, branding, innovation, and digital integration—and business performance indicators like customer retention, ROI, and market share. Findings suggest that businesses employing well-structured and adaptive marketing strategies outperform competitors in dynamic markets. Furthermore, the role of digital tools, customer insight analytics, and cross-functional alignment emerged as key enablers of “smart” performance outcomes. Policy recommendations are provided for improving strategic marketing education, SME support systems, and digital infrastructure to encourage sustainable competitiveness in Pakistan's business landscape.

AI, Autonomous Weapons, and the Crisis in International Humanitarian Law

Erum Iftikhar — 2025-07-21

This paper elaborates critically on how the Artificial Intelligence (AI) and autonomous weapon systems (AWS) are fundamentally challenging the International Humanitarian Law (IHL). The recent developments of AI in the Military also prompt legal and ethical challenges in IHL. Autonomous weapon systems (AWS) are designed in a way that enables them to select the targets they intend to attack and carry this out without the interference or control of a human being. The study regarding AWS and IHL produce a qualitative critical review of the pertinent literature, the legal frameworks, and policy documents. AI/AWS, by their natures, violate the principles of distinction, proportionality and precaution of IHL because of their inabilities to mirror human intuition, sentiment, and awareness. This leaves a serious accountability gap resulting in weak individual accountability over IHL offenders. The review determines that operational legal frameworks are strained and requires a new legally binding instrument to achieve appropriate human control and respect of human dignity in armed conflict. The paper appeals to strengthened and new forms of international binding instrument to ensure that there is substantial human control of AWS, and also demands global cooperation.

Exploring Infrastructure as a Catalyst for Firm-Level Sales Outcomes: A Study from Pakistan

Maham Amer — 2025-07-21

This study investigates how financial, physical, and institutional infrastructure collectively shape firm performance in Pakistan. Despite increasing global recognition of infrastructure's role in economic development, Pakistan industrial sector, continue to face challenges in leveraging infrastructure to optimize firm performance. Adopting firm-level microdata from the World Bank Enterprise Surveys (WBES) 2022 and employing rigorous econometric analysis, the study captures the potentially dynamic relationships of three infrastructure types and firm performance. Our findings strongly support the notion that firm age, foreign ownership, quality certification, and infrastructure are key determinants of higher sales, while managerial time spent on regulatory compliance can negatively impact growth. The results indicate that a holistic strategy encompassing several infrastructure attributes yields the highest firm-level effects. To promote greater firm-level performance and overall economic growth in Pakistan, authorities must prioritise integrated plans that take into consideration these crucial interdependencies, as well as solve specific infrastructural inadequacies.

A Comparative Investigation into the Career Aspirations of Male and Female Secondary School Students in Khyber Pakhtunkhwa, Pakistan

Alam Zeb — 2025-07-23

Career aspiration is a key predictor in determining the career of students at secondary level. It affects both male and female students. This study aimed at comparative investigation of career aspirations among male and female secondary level students in Khyber Pakhtunkhwa, Pakistan. Objectives of the study were to find out the career aspirations of male and female students in secondary schools and to develop strategies for effective career planning of students at secondary level. Study’s design was quantitative. Its population was 30439 students. A sample of 380 was selected with stratified random sampling. A questionnaire was developed, validated and pilot tested for collecting data.. Data were gathered with self-administered questionnaires and analyzed with using mean scores, standard deviations and the chi-square test. Career aspirations of males were medical, engineering, computer and information technology. Career aspirations of females were teaching and medical. Both genders were having career aspirations of traditional careers. The study recommended strategies of career guidance in schools. Assistance of teachers and parents in selection of school subjects and career orientation sessions for effective career planning and aspirations of students.

Divergence of Pak-Us Relations during Donald Trump Administration

Shahzad Dominic — 2025-07-24

The objectives of this study is to examine the key political, strategic, and economic factors that contributed to the deterioration of relations between the two nations from 2017 to 2021. The background of the Pak-US relations during the President Donald Trump administration stems from long-standing mistrust, particularly over Pakistan's role in counterterrorism efforts in Afghanistan. The qualitative data has been collected from academic literature, official government statements, policy documents. The study reveals that Pak-US relations began to fail during the Donald Trump administration due to conflicting strategic interests and growing confusion. Pakistan began to pivot more strongly toward China and other regional allies reducing its reliance on the United States. The overall outcome was a weakened partnership with reduced cooperation in security, economic, and diplomatic spheres. To rebuild trust and cooperation, both Pakistan and the United States should re-establish structured diplomatic dialogues focused on mutual security interests and regional stability

Use of Unfair Means in Examination: An Investigative Study

Bushra Haleem — 2025-07-24

The use of unfair means in examinations is a detrimental practice that undermines students' moral values and academic integrity. This study aimed to investigate the unfair means that employed by students during examinations. Adopting a quantitative research design, data were collected through a structured questionnaire administered to a randomly selected sample of 700 students from six faculties at the University of the Punjab. The findings indicated the presence of unfair practices during examinations. Furthermore, significant differences were identified across four key factors (i.e. face paucity of space, cheating for fun & show-off, Ineffective time management skills or overload, not knowing the boundaries, different method of cheating) from the perspective of demographic variables (i.e. male & female and self-support & morning program). The study recommends that educational institutions should ensure that students are adequately informed about examination policies, rules, and regulations at the beginning of each academic session to eradicate the unfair means in examination.