Research Interests

Post-truth, misinformation, and political communication

Selective exposure, and trust in information

Media discourse, representation, and audience perception

Gender studies and media representation

Artificial intelligence applications in journalism and sustainability

Journal Articles

• Bhat, A. A., Kaur, S., Ahmed, T., & Ahmed, Y. (2025). Navigating trauma, gender, and professional identity: A psychoanalytic reading of repression, hypervigilance, and resilience in Patricia Cornwell's Scarpetta series. International Journal of Applied Psychoanalytic Studies, 22(4), e70021. DOI: https://doi.org/10.1002/aps.70021
• Ahmed, Y. (2022). Photographic representation of women athletes in the Indian print media during the 2020 Tokyo Olympic Games. Journal of Multidisciplinary Cases, 2(2), 9–16. DOI: 10.55529/jmc.22.1.9
• Ahmed, Y., Singh, J., Javed, S., & Shukla, A. (2025). Analyzing digital discourse: Exploring the influence of media on the public perception of fine arts and curtailing misinformation. Journal of Science, Technology, Engineering, Arts & Mathematics, 1(2), 01–05. DOI: https://doi.org/10.64596/OJSI7105
• Ahmed, Y., Singh, J., Raza, A., & Ahmed, T. (2024). Navigating hostility: The role of cultural and political dynamics in online harassment of female journalists in India. Library Progress (International), 44(3), 4115–4127.
• Kasonta, A. A., Thakur, S. S., & Ahmed, Y. (2024). Media performance and rural development in developing countries: Effects of mass media on adoption of innovation and challenges in agricultural development. Library Progress (International), 44(3).
• Singh, B., Kumar, A., & Ahmed, Y. (2025). Tourism sustainability through rural tourism: A potential of rural tourism in India with special emphasis on Jammu & Kashmir Union Territory. Tec Empresarial.
• Bhardwaj, R., Chajgotra, K., Ahmed, Y., & Langeh, P. (2025). Sentiment analysis of YouTube audience reactions to Osho's philosophy. Cuestiones de Fisioterapia. DOI: 10.48047/fhwkrn23
• Singh, B., Kumar, A., & Ahmed, Y. (2025). Harnessing digital platforms for rural tourism development: A case study of Bani Tehsil, Kathua. International Journal of Science and Social Science Research. DOI: 10.5281/zenodo.13894566
• Ahmed, Y., & Singh, J. (2025). The role of selective exposure in shaping public perception of political information: An empirical study. Journal of Neonatal Surgery, 14(1). DOI: 10.52783/jns.v14.2121
• Ahmed, Y., Singh, J., Bhardwaj, R., & Raza, A. (2025). Analyzing the influence of digital media on the perceived urgency of neonatal surgical conditions among parents. Journal of Neonatal Surgery, 14(1S), 170–175. DOI: 10.52783/jns.v14.1510
• Bhardwaj, R., Ahmed, Y., & Singh, J. (2024). Media framing and tourism reporting in Jammu and Kashmir: A content analysis of newspaper coverage. Revista Electronica de Veterinaria, 25(1S), 76–83.

Book Chapters

• Ahmed, Y., Tanvir, A., & Kasonta, A. A. (2025). Media's role in shaping digital transformation and inclusive economies: Leveraging AI and emerging technologies for sustainable development. In AI and Digital Technologies Transforming Global Industries (pp. 93–120). IGI Global. DOI: 10.4018/978-1-7998-8814-7.ch007
• Ahmed, Y., Tanvir, A., Raza, A., & Jan, I. (2024). Harnessing AI for personalized learning, equity, and administrative efficiency in transnational higher education. In Bridging Global Divides for Transnational Higher Education in the AI Era (pp. 191–204). IGI Global. DOI: 10.4018/978-8-3693-7016-2.ch009
• Ahmed, Y., Jan, I., Pandita, P. K., & Baba, S. (2025). The evolution and impact of podcasting: A comprehensive analysis of its growth, audience dynamics, and challenges. In Digital Platforms and Managing Brand Crises. IGI Global Scientific Publishing.
• Ahmed, Y., Ahmed, T., & Singh, B. (2025). Digital influencers in global marketing: Strategies, challenges, and cultural adaptation. In Digital Platforms and Managing Brand Crises. IGI Global Scientific Publishing.
• Ahmed, Y., Raza, A., & Kumar, R. (2026). Artificial Intelligence in Journalism: The Rise of Media Literacy Concerns and Threats to Integrity. In E. Mohamed (Ed.), AI and the Digital Media Revolution: Public Relations, Crisis Management, and Journalism. IGI Global.
• Ahmed, Y. (2026). AI in Journalism: Balancing Efficiency, Misinformation, and Media Literacy in the Digital Age. In E. Mohamed (Ed.), AI and the Digital Media Revolution: Public Relations, Crisis Management, and Journalism. IGI Global.