2/16/2024 0 Comments Oldest movie effects indian movies![]() ![]() This high rating opened the new way for the private channels to on air Turkish content to grab the maximum viewership and to earn more profit without their own production. The plot of Ishq-e-Mamnoo revolved around the extramarital relations of a rich Turkish family. Ishq-e-Mamnoo got an uninterrupted rating among the viewers of Pakistan. ![]() The first Urdu dubbed Turkish soap opera i.e. It is also distinguished that these foreign production having great viewership in Pakistan, which accomplish the business and rating interests of the owners. These foreign contents are being endorsed without considering the social and cultural values of the society. After the surfacing of private media industry in Pakistan, numerous of private TV channels are broadcasting foreign contents for grabbing the attention of the more viewers and getting more rating. Television dramas or soap operas are well thought-out to be the supreme source of leisure for females. Media is seen as a modern form of imperialism and destroying individual cultures & diversity. Media channels are assumed to erase difference among human societies and create a universal culture in which particular characteristics of national and local cultures are no longer relevant. The results shows that media has a direct impact on cultures by mesmerizing viewers with entertainment cultural products, fast music, popularizing different fashions, lifestyles, language and cultures. The results of the study showed that youngsters frequently watched international channels and frequent exposure to these channels plays a significant role in shaping their life style and identity. The researcher also found that international channels has vital role in replacing Pakistani culture with foreign cultures and changing life style, language and other aspects of Pakistani people. The results indicate that International media strongly influence youngsters in negative direction. A structured questionnaire was used as a tool for data collection procedure for evaluating the responses among dependent and independent variables. Multistage sampling technique were used for the selection of respondents for the study, in the first stage, simple random sampling technique was used to select five departments from each university and in the second stage researcher has selected 15 students from each department through convenient sampling technique. A sample of 150 students was selected from different departments of University of Sargodha and Bahauddin Zakariya University Multan. Besides this, the researcher examined the respondents " views about media influence on our identity. The main objectives were to examine the people perception about International media that to what extent they are changing our cultural patterns and to find out the role of Media in shaping their social behavior. This study presents the sociological analysis of the cultural imperialism of international media on Pakistani youth. Different channels are driving away our cultural boundaries, shaping the perceptions and dreams of ordinary citizens, affecting our language, influencing traditional values and ways of thinking for a long time. In every society it is the natural phenomenon that the true representative of its culture is said to be always the educated class and youth which firstly brings any change and then pervades it in to the society.
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