Examining Global Media Influence: Understanding the Impact on Pakistani Culture

Abstract

This study examines the influence of global media, particularly television, on Pakistani culture, with a focus on the promotion of foreign cultural trends. As a developing country, Pakistan faces significant challenges from globalization, particularly through global media platforms. Despite being an Islamic nation, Pakistan is experiencing increasing cultural influences beyond its traditional boundaries. To explore this phenomenon, the research employs a combination of survey and content analysis methods, collecting data from targeted respondents. The objective is to assess the extent to which foreign entertainment channels shape the cultural preferences and behaviors of Pakistani youth. Preliminary findings indicate a strong impact of foreign entertainment media on the younger generation, influencing various aspects of cultural expression, including language, fashion, social norms, and values. This has led to a growing inclination toward foreign cultural trends, highlighting the pervasive role of global media in shaping societal identities. The study emphasizes the need for greater awareness and critical engagement with global media influences in Pakistan. It underscores the importance of preserving indigenous cultural values while navigating the complexities of globalization. Additionally, it calls for proactive measures to mitigate the potential adverse effects of foreign cultural dominance and safeguard Pakistan’s unique cultural heritage. Policymakers, educators, and media stakeholders must collaborate to promote a balanced media landscape that fosters cultural awareness, identity preservation, and constructive global engagement. By addressing these challenges, Pakistan can effectively manage the influence of global media while maintaining its rich cultural traditions.