FOR years, Pakistan’s media education sector relied on professional bodies and associations to act as its bridge to the world.
These associations filled a vacuum when universities were still under-resourced and hesitant to take bold initiatives in academic diplomacy. They organized conferences, invited foreign speakers, often a familiar set of names, and gave the field a semblance of global engagement. That era, however, has run its course. Pakistan’s universities today are far better equipped, financially and logistically, to establish their own partnerships, host international events, and build intellectual prestige without being tethered to external agendas or branding exercises.
Professional associations have undoubtedly kept the conversation alive on journalism, digital media, freedom of expression and curriculum development. Yet the model of relying on them exclusively has become repetitive and, at times, restrictive. The same academics are invited year after year, many from institutions that have limited global visibility. Their contributions, though sincere, no longer carry the weight of intellectual novelty or create a sense of breakthrough ideas. In some cases, these conferences seem to have become social rituals, more about presence and networking than serious scholarly impact.
Universities now possess greater autonomy and resources to design their own international programs. Most leading institutions have functional international collaboration offices, memoranda of understanding with partners abroad, and access to digital platforms that allow globally recognized scholars to participate virtually. Rather than outsourcing conference planning to external associations, universities should take the lead in curating diverse panels, inviting top-ranked scholars, and focusing on tangible research outputs such as proceedings, edited volumes, and special journal issues. The shift from ceremonial events to substantive outcomes is critical if we want to enhance the global profile of Pakistani scholarship.
Partnership arrangements with associations often tilt in their favour. The host universities typically bear the costs of venues, logistics, cultural programs and accommodation, while the associations take the lead in branding and public relations, sometimes overshadowing the institutions that make the event possible. This arrangement might have made sense in the early days of media education, but today it undermines the ability of universities to build their own intellectual footprint. Branding matters. A university that organizes a successful international conference under its own name strengthens its reputation and creates a legacy that attracts students, faculty and research partners.
There are examples within Pakistan of institutions that have successfully hosted independent conferences, some in collaboration with global organizations and journalism schools. These events brought world-class speakers and, more importantly, resulted in published proceedings and joint research projects. Such outcomes are invaluable because they demonstrate that universities can move beyond symbolic participation to create real intellectual value.
Associations still have a role to play as advocacy platforms, lobbying for media freedom, curriculum reform and policy change. But their work should complement, not dominate, university-led initiatives. The future lies in horizontal collaborations, where universities build direct partnerships with peers across Asia, Europe and North America. This includes leveraging virtual technology for hybrid events and prioritizing student and faculty exchanges that foster long-term research networks.
University-led initiatives also bring greater intellectual diversity. Associations tend to rely on a small pool of familiar scholars, risking intellectual stagnation. Universities can mobilize alumni, diaspora academics and emerging voices to create fresh conversations. This infusion of new ideas is crucial to keep media and communication studies relevant in an era dominated by artificial intelligence, disinformation and algorithm-driven news flows.
The ultimate goal must be to move from performative events to research-oriented collaborations. If every major conference produced a white paper, a policy recommendation, or a peer-reviewed publication, the entire field would benefit. Such efforts would give young researchers a platform for their work and align conferences with the institution’s research agenda, ensuring continuity and follow-up projects rather than one-off networking dinners.
Pakistan’s universities have matured. They have the infrastructure, intellectual capital and ambition to engage with the global academic community. What is required now is confidence: the confidence to design, host and brand their own international events and make them more than just cultural nights and formal ceremonies. A new era of academic self-reliance is within reach and it is time to embrace it.
—The writer is a senior media academic, former Dean of Mass Communication at Beaconhouse National University and University of Central Punjab, and currently a Professor at the University of Central Punjab.
