As we all are aware of the fact that university is a place where not only higher education is imparted but also knowledge is created which is helpful in promoting social and economic development of a country. Research is the integral part of academic life of faculty and students. To promote and encourage the research culture in the fields of Arts, Social Sciences and Humanities, IUB Journal of Social Sciences and Humanities is published biannual by the Dean, Faculty of Arts. It aims to promote research activities particularly in the context of Pakistan and other developing countries. The Journal publishes peer reviewed articles and book reviews in various fields of  Social Sciences such as Applied Psychology, Economics, Education, Gender Studies, History, International Relations, Islamic Studies, Languages, Law, Library & Information Science, Management Sciences, Media Studies, Pakistan Studies,  Political Science,  Social Work , and Sports Sciences etc. The Journal invites scholars, academicians, policy makers, and independent researchers to contribute their research articles. The contributors should send hard copy of their papers to Dr.Sajjad Ahmad Paracha, Department of Media Studies, The Islamia University of Bahawalpur, Pakistan and soft copy on e-mail Id: editor.jssh.iub@gmail.com