ANALYZING VIRTUAL LEARNING CHALLENGES FOR MEDIA AND COMMUNICATION STUDIES STUDENTS AMIDST THE PANDEMIC IN PAKISTAN

This study examines the dynamic realm of online education in the thick of COVID-19 pandemic in Pakistan. An online survey (N=401) of five universities: the University of the Lahore (UOL), the University of Punjab (PU), the University of Sargodha, the Government College University Faisalabad (GCUF), and the University of Central Punjab (UCP) respectively evaluates the efficacy of online education tools and their impact on students' grasp of media courses under diffusion of innovation strategies. A questionnaire comprised of 38 items of close-ended questions on the Likert Scale with Cronbach (1951) (α = 0.759) was administered among media and communication studies (M&CS) students. Results highlight student dissatisfaction (83.8%) with the accessibility of educational technology and student preference (89.5%) for campus classes more efficient for learning fulfillment, emphasizing the challenges associated with online education. This research offers valuable insights into social shaping of media education in the evolving landscape of higher education.