MEDIA IMPERIALISM AND ITS EFFECTS ON CULTURE OF PAKISTAN A CASE STUDY OF YOUTH OF MULTAN
Keywords:
SeeAbstract
Pakistan is one of those developing countries which is suffering from Americanization and cultural invasion due to the foreign channels on satellite transmission and cable TV network, and the situation remains blurred because of the lack of research and investigation in this field. This research study has been undertaken to identify and analyze cultural aspect with regard to the entertainment programs of Pakistani private TV channels and it has been investigated that how much it has effected the youth of Multan .
For this purpose it has been explored what effects foreign channels have on Pakistani channels then these effects have been correlated with the effects on society through the analysis of survey data, by using two methodologies of content analysis and survey research.
The results of survey study prove that foreign TV entertainment programs are changing the minds and beliefs of the youth by influencing Pakistani independent channels.
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ABOUT THE AUTHORS
• Dr. Muhammad Ashraf Khan is the Chairman of the Department of Mass Communication, Bahauddin Zikaria University , Multan , Pakistan
• Iram Arif is a Research Scholar at the Department of Mass Communication, Bahauddin Zikaria University , Multan , Pakistan .