Examining Global Media Influence: Understanding the Impact on Pakistani Culture

Abstract

The study aims to investigate the influence of global media, particularly television, on Pakistani culture, with a focus on the promotion of foreign cultural trends. Pakistan, as a developing country, grapples with the challenges of globalization, especially those stemming from global media platforms. Despite being an Islamic country, Pakistan is witnessing the proliferation of cultural influences beyond its traditional boundaries. To delve into this phenomenon, the research utilizes a combination of survey and content analysis methods to gather data from targeted respondents. The objective is to discern the extent to which foreign entertainment channels are shaping the cultural preferences and behaviors of the Pakistani youth. Preliminary findings suggest a strong impact of foreign entertainment channels on the younger generation in Pakistan. This influence is evident in various aspects of cultural expression, ranging from language and fashion to social norms and values. As a result, there is a noticeable shift towards the adoption of foreign cultural trends among Pakistani youth, indicating the pervasiveness of global media in shaping societal norms and identities. Overall, the study underscores the need for greater awareness and critical engagement with global media influences in Pakistan. It highlights the importance of preserving and promoting indigenous cultural values while navigating the complexities of a rapidly globalizing world. Additionally, it calls for proactive measures to mitigate the potential negative effects of foreign cultural hegemony and safeguard the unique cultural heritage of Pakistan.