Jammu| : In a significant academic achievement, Yasir Ahmed, a Ph.D. scholar from Gadi, a remote village in Jammu and Kashmir’s Doda district, has successfully defended his doctoral thesis at Lovely Professional University (LPU).
His research, titled “Post-Truth and its Effects on Public Perception of Political Information and the Role of Media: An Empirical Study Using Selective Exposure Theory”, examines one of the most pressing challenges in contemporary political communication.
The public defence, known as viva voce, was evaluated by Dr. Bindu Sharma, Director of the Institute of Mass Communication at Kurukshetra University, who served as the external examiner. Ahmed’s research was conducted under the supervision of Dr. Jitendra Singh, Associate Professor in LPU’s Department of Journalism and Mass Communication.
Ahmed’s work investigates how post-truth narratives—where emotions and ideology outweigh facts—are reshaping political perceptions, eroding trust in institutions, and deepening ideological divides. Drawing upon selective exposure theory, the study shows that individuals tend to consume information consistent with their beliefs, while avoiding contradictory perspectives.
The research, based on a mixed-methods approach including a survey of 395 respondents and expert interviews, found that selective exposure not only polarizes citizens but also fosters skepticism towards mainstream media. Ahmed emphasized that this phenomenon poses direct risks to democratic processes.
“The post-truth phenomenon is not just a theoretical construct; it has real consequences for democracy, governance, and society at large. My study is an attempt to empirically understand these consequences and suggest ways forward,” he said.
A key contribution of the thesis lies in its analysis of the media’s responsibility in countering misinformation. Ahmed argues that accuracy, inclusiveness, and fact-checking must be central to journalistic practice. He further stressed the importance of media literacy programmes, particularly for youth, to build resilience against misinformation and echo chambers.
Commending the study, external examiner Dr. Bindu Sharma noted that it combines theoretical depth with practical relevance. “Yasir’s research addresses one of the most urgent debates of our time. His findings will be valuable for both academics and practitioners in communication,” he said.
