Moona Fazal

This study examines the interaction between popular film and urban life in Lahore, particularly emphasizing the tangible presence of film posters on the city’s streets. The primary research site is Lakshmi Chowk, the historic center of Lahore’s cinema. Lahore has been a significant player in the region’s film industry since the early 20th century, with a rich history that extends beyond Partition. Despite periods of turmoil, Lahore’s film culture has continued to thrive, becoming deeply embedded in the city’s identity. This study explores how the presence of cinema, beyond the confines of theaters, permeates and influences daily life in traditional Lahore. The article argues that film posters serve as cultural artifacts and advertisements, capturing the inadvertent interactions and desires of the general public. These images reflect the popular culture and shape the urban experience by integrating cinematic elements into the city’s everyday life. This study sheds light on the broader cultural and social dynamics by examining the intersection of film and urban spaces.Keywords: Cinema Culture, Lakshmi Chowk, Film Posters, Cinematic Elements

Aim of the Study: This research seeks to explore the perception of young parents about YouTube as a source of learning for their children. Methodology: The research incorporates qualitative research design, conducting in-depth semi-structured interviews of 10 young parents, who have kids aged between 1-5 years. The couples are selected through convenient sampling technique from Lahore. The researchers adopted cognitive development theory and social learning theory as theoretical framework for this study. The researchers used thematic analysis to analyse the data. Findings: The findings of the current study highlight that YouTube is playing an important role in language learning through phonics and rhymes, inculcating etiquettes, object recognition and pre-school education (alphabets and numbers recognition). YouTube also plays a role in familiarizing the children with global culture and it contributes to their personality development. However, the study also reveals that children are also learning aggressive behavior and that they tend to engage more with the digital world rather than physical one. The children are also learning different patterns of social interaction, while watching videos on YouTube. Conclusion: The study adds to the body of knowledge in terms of explaining the dimensions of YouTube consumption among children and contribute to the discussion on the role of technology in the development of early childhood.