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VOLII,ISUUEI(Spring2009)
MEDIAIMPERIALISMANDITSEFFECTSONCULTUREOFPAKISTAN
ACASESTUDYOFYOUTHOFMULTAN
MuhammadAshrafKhan(Ph.D)

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IramArif,ResearchScholar
ABSTRACT
Pakistan is one of those developing countries which is suffering from Americanization and cultural
invasionduetotheforeignchannelsonsatellitetransmissionandcableTVnetwork,andthesituation
remainsblurredbecauseofthelackofresearchandinvestigationinthisfield.Thisresearchstudyhas
beenundertakentoidentifyandanalyzeculturalaspectwithregardtotheentertainmentprogramsof
PakistaniprivateTVchannelsandithasbeeninvestigatedthathowmuchithaseffectedtheyouthof
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
usingtwomethodologiesofcontentanalysisandsurveyresearch.
TheresultsofsurveystudyprovethatforeignTVentertainmentprogramsarechangingthemindsand
beliefsoftheyouthbyinfluencingPakistaniindependentchannels.
INTRODUCTION

MediaLinks

The globalization and the proliferation of the mass media confronted the risks of cultural uniformity
withthepossibilitiesofunprecedentedculturalintegration.Theproblemstartswiththeworldorglobal
culture.Inthiscontextofintegratedworld,similarapprehensionsoflossofnationalculture&identity
arejustifiablyfeltbyperipheralnationsasthisunbridledandfreeflowofglobalcommunicationposes
genuine threats to the autonomy and the viability of the cultures of weaker and economically more
dependent societies, primarily indigenous third world cultures, or even to the cultures of some first
worldsocieties,whoseauthenticity'anduniquenesswereseenasperilouslyvulnerabletotheproducts
of Hollywood and U.S Television. For example, European Union policies designed to create a trade
barriertolimitAmericanentertainmentimportsinthenameofculturalpreservation'.
HoweveritisaknownfactthatHollywoodisamuchmoreadvancedindustry,theirmoralslanderedare
differentfromeasternmoralvalues.Nowdespitethecounterflowofculturalproductsbyeasternmedia,
USledwesternmediadominationhasnotdiminished.Actuallyitisachannelofinfluencethatflows
fromHollywoodtoBollywoodandthentoourPakistanimedia.
Inthisperspectivetheprotectionofculturalidentitybecameaparticularlyhotissuesince1970'sdebates
onculturalimperialismthroughmediaglobalization,initiatedbytheagentsoflocalizationconsistingof
nationalists,religiousandethnicmovementsandleaders.
In order to understand the concept of national cultural identity, it must be clear what is meant by
Culture.Culturecanbedefinedasacompletewayoflifeofpeople,thesharedattitude,values,goals
andpracticesthatcharacterizeagroup,theircustoms,art,language,literature,religion,philosophy,etc,
thepatternoflearnedandsharedbehavioramongthemembersofagroup.Inshortcultureisawayof
lifesharedbythemembersofasociety.Thisincludestheirideas,beliefs,language,values,knowledge,
customsandthethingstheymake.
Cultureexistsinthemindorhabitpatternsofthemembersofasociety.Itisvisibleinthebehaviourof
individuals, as they engage in various forms of learned behaviour. Every society has its own culture
which is distinguishable from the other ones. Thus a nation possessing a specific culture has its own
discreteidentitywhichwecansaythenationalculturalidentity.

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Whilediscussingthemediaglobalizationwetalkofglobalcultureorglobalhomogenization,asmedia
has a direct impact on cultures by mesmerizing viewers with entertainment cultural products, fast
music,popularizingfastfoodpointssuchasKFC,McDonald,PizzaHutetc.IntroducingtheMcworld
culture.ThroughthecableTV&satelliteamultiplicityofchannelsareavailableworldwidewhichare
broadcastingthesameorhomogenizedculturalproducts&contenttotheglobalaudiencesorviewers.
In this way global culture has become a source of universality which is the basic aim of media
globalization.
Mediaglobalizationisassumedtoerasedifferenceamonghumansocieties&createauniversalculture
in which particular characteristics of national & local cultures are no longer relevant. Global Media
have taken the form of huge culture industries through the transnational media concentration &
conglomeration.

STATEMENTOFPROBLEM
Themodernproductionanddistributionofmassmediahavetheabilitytobringhomogeneouscultural
messagestoeverycorneraroundtheworld.
MediaImperialismoccurswhenonesocietymediadominateanothercountry'sculture.Themediumof
cabletelevisionisaprimeexampletoillustratetheeffectofmediaimperialism.CableTV&Satellite
transmissions,forbetterorworse,hasmadetheworldaglobalvillage.ItisourTVviewingthatshapes
ourunderstandingoftheworldandourselves.However,itissaturatedwithforeigninfluenceandmedia
imperialism. How much world television through satellite & cable TV has affected our culture and
identityisyettobeexplored.Mediaglobalizationisseenasamodernformofimperialismandmore
believethatthisglobalizationwilldestroyindividualcultures&diversity.
Duetotheincreasing&explosivegrowthofcableTV&satellitetransmissions,thisstudyisgoingto
beconductedunderthetitleofMediaImperialism&itseffectsonthecultureofPakistan:Acasestudy
ofyouthofMultan
InthisstudyithasbeenexploreduptowhatextentcableTV&satellitetransmissionshaveeffectedthe
youthofMultan.Especiallytheirthoughts,beliefs&culturalvalueshavebeenimpactedornot.
SIGNIFICANCEOFSTUDY
ModernmediatechnologyhasnowcreatedthepossibilityandeventheLikelihoodofaglobalculture.
The satellites and cable TV are sweeping away cultural boundaries. Global entertainment industries
shape the perceptions and dreams of ordinary citizens, wherever they live. As current globalization
requirescomprehensivetransformationofasociety,itsimpactonlanguageandculturecanbedetected
ineveryfacetoflife.Theglobaleconomyhasbeeninfluencingtraditionalvaluesandwaysofthinking
foralongtime.Theconceptofglobalvillagehaschangedtheoutlookoffuturesociety.
In this study it will be analyzed how much our indigenous or independent media channels are being
influencedduetothecompetitionofsatellite&cablechannels.Forthispurpose,theresearchershave
undertakenananalysisofmediaculturalproducts.Thisanalysisincreasestheimportanceofthestudy
becauseifthelocalmediaofanycountryabsorbsthechangefromtheforeignchannelsthentheviewers
arereadilypersuadedtoadoptthosechanges.
In every society it is the natural phenomenon that the true representative of its culture is said to be
alwaystheeducatedclasswhichfirstlybringsanychangeandthenpervadesitintothesociety.This
factoraddstotheimportanceofthestudythatinthisresearchworktheeducatedandenlightenedyouth
ofuniversitystandardhasbeensurveyed.Forthispurposetheresearchershaveapproachedthestudents
ofB.Z.UniversityMultanasapartofthiscasestudysothatthechangeinthemindsetsoftheyouthcan
beexplored.
OBJECTIVESOFTHESTUDY
Themainobjectiveofthestudyistoexaminethenatureofculturalglobalizationthroughmediaandits
effects on national and local culture with special reference to Pakistan in the shape of effects on the
youthofMultan.
Inadditiontothemainobjectiveofthestudytheotherrelevantobjectivesthataregoingtobefocused
areasfollows:
Toexplorethetermofglobalizationwithfocusontheprocessofitsimplementationintheworld.
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1.Todiscussanddocumentthecentralfeaturesofmediaglobalization.
2.Toexploretheviewersconsumptionpatternsofcablenetwork.
3.To determine the effects of cable network on viewers in terms of their demographic
characteristics.
4.Toexploretheviewerchoiceofwatchingtypesofprogramsofcablenetwork.
5.Toexploretheviewersperceptionsaboutthefashionandfemaledresses.
6.To explore and document viewers' perceptions about Pakistani channels that to what extent
promotewesternlifestyle.
LITERATUREREVIEW
Cultural domination and the threat to cultural identity were treated by the MacBride Commission
(1980). The commission saw cultural identity endangered by the overpowering influence on and the
assimilationofsomedominantcultures,thoughthesenationsmaywellbetheheirsofmoreancientand
richerculture.Sincediversityisthemostpreciousqualityofculture.(Internationalcommissionforthe
studyofcommunicationproblems,1980).
In 1973 the nonaligned summit at Algiers stated, It is an established fact that the activity of
imperialismisnotlimitedtothepoliticalandeconomicdomains,butencompassessocialandcultural
areas as well, imposing there by a foreign ideological domination on the people of the developing
world.
Schiller (1976) in his work Communication and Cultural Domination proposed the use of the term
Cultural imperialism to describe and explain the way in which large multinational corporation,
includingthemedia,ofdevelopedcountriesdominateddevelopingcountries.Hehasbeenlaudedasone
ofthemajorproponentofculturalimperialismtheory.
He interpreted that western civilization produce the majority of the media (film, comics etc) because
theyhavetheymoneytodoso.Therestoftheworldpurchasesthoseproductionsbecauseitischeaper
forthemtodosoratherthanproducetheirown.Therefore,thirdworldcountriesarewatchingmedia
filledwiththewesternworld'swayofliving,believingandthinking.Thethirdworldculturesthenstart
towantanddothesamethingsintheircountriesanddestroytheirownculture.
Barrett (1977) conducted the research on international communication under the heading media
Imperialism. He defined media imperialism as the process whereby the ownership, structure,
distributionorcontentofthemediainanycountryaresinglyortogethersubjecttosubstantialexternal
pressuresfromthemediainterestsofanyothercountryorcountrieswithoutproportionatereciprocation
ofinfluencebythecountrysoaffected.Ogan(1988)positedtheaxiomthatThirdworldconsumersof
(foreign)media
productswillbeinfluencedbythevaluesinherentinthatcontent,valuesofanalienandpredominantly
capitalist system. Thussu (2000) in his article Indian media from colonial to global' says
Internationally,despiteacounterflowofculturalproducts,asexemplifiedbythenetworksuchasZee,
USLedwesternmediadominationhasnotdiminished.
Tomlinson (1991) in his work Cultural Imperialism: A Critical Introduction argues that a chief
concern identified in the media globalization is that increasing consolidation, globalization and
deregulationofmediaconglomerateshasbeenPreparingthewayfortheinexorableadvanceofaone
dimensional' capitalist culture. Hamelink (1983) argues that the cultural values evolve to fit the
economic and environmental constraints faced by the society. When values that may be perfectly
harmless in one society are adopted by or imposed upon others, the effects can be devastating.
According to the Hamelink, C.J. Cultural synchronization' also Known as cultural globalization or
imperialismreferstotheprocessbywhichdominantculturesinfiltrateandsupercedesatellitecultures.
Manycriticaltheoristshavecoinedvariousphrasesinreferencetothenotionofculturalimperialism
andhavedoneworkinthisdirection.
Such as Galtung (1979) has posited the term structural imperialism, Cultural dependency and
dominationbylink(1984)andMohammandi(1995).FurthermoreMcPhail(1987)hascoinedtheterm
electronic colonialism. SuiNam Lee (1988) has posited the term Communication Imperialism and
economic imperialism has been proposed by Mattleat (1994). Similarly the researches that had been
conducted in Bahauddin Zakariay University Multan, with reference to cultural impact through TV
viewingi.e.,Najia.(20012003),ImpactofcableTVtransmissionontheresidentsofMultan,Qurrat
ulAin(199698),CulturalinvasionananalysisofPTV'sentertainmentfareanditseffectsonyouth,
AfiraIrum(19982000),ImpactofsatellitechannelsontheresidentsofMultanetal.concludedthatit
hasbeenputtingnegativeimpactonthesocialandmoralconsiderationofpeople
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RESEARCHQUESTIONS&HYPOTHESES
Forthisresearchstudy,followingresearchquestions&hypothesishavebeenformulated:
ResearchQuestions
Aretheforeignchannels(cableTVchannels)invadingintoourculturalvalues?
ArewegoingtoadopttheGlobalculture?
ResearchHypotheses
Thegreatertheexposuretothesatellite/cableTVEntertainmentprogrammes,thegreatertheeffects
offoreigncultureonouryouth&culturalidentity.
Thegreatertheexposuretoforeignchannels,thegreatertheeffectsonmodernorientationofyouth.
METHOD
Inthisstudyqualitativecontentanalysistechniquehasbeenemployedbywhichitisanalyzedhowthe
foreign cultural or entertainment products are invading and influencing our indigenous media and
culturalproducts.Inordertoexaminethemediatomediaeffects,theresearchershaveconductedthe
comparative study between the Pakistani independent channels and the foreign especially Indian
entertainmentchannels.
To evaluate the media to media effects, the researchers analyzed how the different entertainment
culturalproductsarebeinginfluenced.Forthispurpose,followingcategorieswereselected:
CATEGORIESOFPROGRAMS
TVprogrammesarecategorizedintoFilm,Drama,Music,FashionandFilmAwardShowforthisstudy.
UNITOFANALYSISFORCULTURALPRODUCTS
Thesmallestelementofacontentanalysisthatisactuallycountediscalledtheunitofanalysis.Inthis
researchstudytheunitsofanalysisareasfollows:
Themes , Dresses , Element of Romance., Background Sets, Language , Use of intoxicants , Male
female Friendship , Jewelry and use of Indian style fashion products , Show of Indian religion and
traditions,Sayinghi,buyinsteadofSalam.
Analysis explicit that Pakistani Independent drama channels such as Indus Vision, ARY digital, Geo
entertainment etc, are trying to compete with this Indian and western channels. When exposed to the
externalenvironmentofmodernity,thePakistaniTVchannelsinfactcouldnotcopewiththeadverse
situation.Theirmainhardshipseemstobethedilemmaofhowtocomeoutoftheirtraditionalyokeof
conservatismandfacethebruntandattacksofmodernchannels.SomostofthePakistanientertainment
TVchannelsappeartobetheimitationofalienchannels.
Thecoproductionshavechangedthefaceoftodaymediaindustry..Ourindependentmediachannels
are not confined to the combine productions, they have taken the rights from (PEMRA) Pakistan
ElectronicMediaRegulatoryAuthoritytobroadcastpureIndianproductionsfromtheirownchannels
due to which the Pakistani viewers can hardly judge whether it is Pakistani channel or an Indian
channel.
ThusourmediachannelsbeinginfluencedformforeignIndianchannelsserveasthetrendsetterforour
Pakistani viewers and society. When the viewers observe that our media is absorbing the change
whether it is in the form of dresses, Jewelry, language or other cultural values such as male actors
hugging and handshaking with female actresses then the viewers are easily persuaded to adopt these
changesoratleasttheybecomementallyliberalwhichisaninitialsteptowardschange.
CONTENTANALYSISFINDINGS
While taking into account the qualitative content analysis of media cultural products which includes
different categories of programs like film, drama, music fashion & film award shows revealed that
easternmediaisbeingimpregnatedwithforeignsatelliteentertainmentprograms.
Ourmediaisexhibitingforeignfilmswithoutanysubstantialcensorshippolicy.Duetothisopenness
Pakistanimediaisabsorbingnegativeinfluencestoo.
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1.Pakistanidramaindustryislosingitsculturalidentityforwhichitwasrenownedinthepastby
imitatingtheIndianmediaanditsformatofshowoff,glamourism,romanticism&taboothemes.
2.Ourmediaisimitatingandpromotingforeignfashions&stylesasourdresses,trends,lifestyle&
wayofspeakingareevidentofthefactthatthegrowinginfluenceoftheforeignfashionindustry
iscorruptingourmediaaswellascultureandsociety.
3.Pakistaniindependentmediachannelsareproducingandtelecastingthemusic&danceshowsby
followingtheIndianpatterninwhichboysandgirlsdancetogether
4.Pakistaniindependentchannelsarebroadcastingforeignfilmfestivals&showsandarefollowing
theirfootstepsbyarrangingsuchshowsontheirownmediachannels.
SURVEYRESEARCH
Inordertomeasurethemediatoindividual(society)effects,Surveyresearchtechniquehasbeencarried
outwhichentailsfourfollowingssteps:
1SelectingaRepresentativeSurveySample
ThepopulationoftheresearchstudyconsistsofeducatedyouthselectedfromB.Z.U.Multanranging
from 1824 age group, having cable TV at home. To select the representative sample from the
population,stratifiedrandomsamplingmethodhasbeenchosenasthecharacteristicsofthesubsample
includethevariableofage,genderandeducation.Forsurveyresearchatotalsampleof200respondents
consistingof50%malesand50%femaleshasbeenselected.
2DesigningaSurveyQuestionnaire
Questionnaire with closed ended questions has been designed in written form to get the required
informationfromtherespondentsorsample.
3.AdministeringtheSurveyQuestionnaire
AtthisstepthewrittenQuestionnairewerepersonallydeliveredtotherespondents.
4AnalyzingSurveyResults
Aftercollectingsurveydata,thesurveyresultshavebeentabulatedandanalyzedstatisticallybyusing
thepercentagemethod.
SURVEYRESULTSANDINTERPRETATION
Onthebasisofsurveyresearchfollowingresultshavebeenobtained.
(1)
(2)
(3)

(4)

(5)

Insurveyresearchmale&femalerespondentshavebeengiventheequal
representation.
AlloftherespondentshavecableTVsubscriptionandmajorityofthemare
theregularviewerofcableTVchannels.
Agewisedistributionoftherespondentsrevealedthatthepopulationofthe
surveyresearchconsistedofyouthrangingbetween1824becausethisis
theagegroupwhentheyoungsterscometoknowwhatcultureisandwhat
valuesandnormsmustbefollowedastheycandifferentiatebetweenwhat's
right&what'swrong.
Educationwisedistributionshowedthattherespondents'education
pertainingtothisstudyextendedfromgraduationtopostgraduation&
professionalstudies.Inotherwordsthepopulationoftheresearchis
educatedaseducationbroadensthehorizonsandgiveawareness.
Respondent'ssocioeconomicstatusdistributionshowedthatallthethree
socioeconomicclassesorstrata'shaveeasyaccessibilitytothecableTV.
Surveyresearchiscollectivelyrepresentingtherespondentsfromthreesocio
economicclassesandisnotexclusivelyconfinedtoanyparticularclass.

(6)

AlltherespondentswatchcableTVdaily.Accordingtothecultivation
theorywhichisbasedonviewinghours,surveyresearchexhibitedusthat
majorityofthemaleandfemalerespondentsarethemediumviewers.See
Table.No.1
TableNo.1

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Total
Respondents

Upto1

23hours

45hours

hour
30
34
64
32

Morethan5
hours

46
48
94
47

8
7
15
7.5

16
11
27
13.5

Male(100)
Female(100)
200
Percentage%
(7)

MajorityoftherespondentsturntowardscableTVchannelsmainlyfor
entertainmentwhereaspasstimeisthesecondprevalentreasonfor
watchingcableTVmostlyamongfemaleswhileinformative&knowledge
seekingprogramsalsohavesomehowreasonableviewershipas20%ofthe
respondentsmostlymaleswatchtheseprograms.SeeTableNo.2
TableNo.2

(8)
(9)

(10)
(11)

Total
Respondents
Male(100)
Female(100)
200
Percentage%

Entertainment

Information

Knowledge

53
48
101
50.5

16
8
24
12

9
7
16
8

Pass
Time
22
37
59
29.5

Themostpopularchannelamongfemalesisstarplusalongwithother
entertainmentchannelsbothPakistaniandIndianswhereasthemaleslikely
towatchHBO,starmovies,Newschannels,privateCDchannelsetc
StarPlusisthemostfavoritechannelbecauseofthelanguagesimilarity.
Moreoverithasthewideviewershipbecausefashioninourcountry
fluctuatesbyfollowingtheHindifashionIndustry.Furthermorethe
respondentsinterestedinEnglishchannelshavetheintentiontoimprove
theirEnglishlanguage&togetawaredaboutforeignculture.
Majorityoftherespondents48%mainlymalesprefertowatchcableTV
alonewhereas26.5%liketowatchTVwithfriendswhile25.5%mainly
femalesprefertowatchwithfamily.
Mostoftherespondentsareinclinedtowardswatchingmusic,films&
dramas.MalesarefoundtobemoreinterestedinwatchingNews,sportsand
otherchannelsascomparedtofemales.SeeTableNo.3
TableNo.3

Total
Films
Respondents
Male(100)
25
Female(100)
24
200
49
Percentage% 24.5%
(12)
(13)

Dramas

Music

News

16
26
42
21

30
38
68
34

10
4
14
7

Sports Any
Other
12
7
4
4
16
11
8
5.5

Surveyresearchshowsthatmostoftheviewersgetinspirationsaboutnew
fashiontrendsfromentertainmentprogramsandchannels
Oneimportantfindingofthestudyisthatviewersnotonlygetideasabout
newfashiontrendsfromTVprogramsbutalsotheyadoptthesenewtrends
tolookmodernas31%respondentsaffirmeditwhereas26.5%mostly
malesadoptittoattractothers.SeeTableNo.4
TableNo.4

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(14)

(15)
(16)

Total
Tolook
Toattract
Social
AnyOther
Respondents
modern
others
Pressure
reason
Male(100)
29
37
20
14
Female(100)
33
16
20
31
200
62
53
40
45
Percentage%
31
26.5
20
22.5
Majorityofthemaleandfemalerespondents59%areoftheopinionthatour
femaledressesarebeingwesternized.SeeTableNo.5
TableNo.5

TotalRespondents
Male(100)
Female(100)
200
Percentage%

Yes
71
47
118
59

ToSomeExtent
24
22
46
23

No
5
31
36
18

OneofthealarmingfindingofthestudyisthatcableTVchannelshave
increasedtheacceptancelevelaboutmodernismamongviewersastheydo
notminditthatourculturaldressesaregraduallybeingwesternized.
Mostoftherespondents76%agreedthatcableTVchannelsespecially
Pakistaniindependentchannelshavedueshareinthepromotionofchange
incostumesanddresses.SeeTableNo.6
TableNo.6

(17)
(18)

TotalRespondents
Male(100)
Female(100)
200
Percentage%

Agree
80
72
152
76

Disagree
8
12
20
10

ToSomeextent
12
16
28
14

Oneofthenotablejudgmentformsurveyresearchisthatforeignchannels
areincreasingEnglishobsessionamongyouth.
Thestudydisclosedthatmorethan60%oftherespondentspositivelyagreed
thattheybecomevulnerabletotheobscene&uncensoredmaterial(scenes)
andgetemotionally&mentallydisturbed.Thereforeitcultivatesand
promotesbadmoralvalues&socialvicesamongyouth.SeeTableNo.7
TableNo.7

Total
Strongly
Respondents Agree
Male(100)
29
Female(100)
17
200
46
Percentage%
23
(19)

Agree

ToSome
Extent
23
19
42
21

Disagree

Strongly
Disagreed
0
0
0
0

36
36
72
36

12
28
40
20

Mostoftheviewersareoftheopinionthatostentation&lavishlifestyle
presentedinsoaps&dramasaredraggingthemawayfromausterity&
contentedlifestyleandinvokingwithinthemstatusconsciousnessby
engravingtheraceofmaterialismintheirminds.

(20)
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(21)
(22)

(23)

StudyshowedthatamongyouthcableTVhastakenoverthepracticeof
reading.Thereforetheampleincreaseinthenumberofchannelshas
affectedthereadingculturewhichexercisesthegreatfacultyofhuman
ImaginationwhereaswatchingTVisanactivitywhichpassivelystuntthe
humancapabilities
Oneofthefindingsofthestudyisthatforeign&privatechannelsare
corruptingourthoughts&beliefsbypopularizingtheunIslamicpracticesin
thefromofastrology,palmistry,numerologyetc.
Morethanhalfoftherespondentsareoftheviewthatforeignandprivate
channelsarechangingourEatinghabitsanddinningculture.Nowthe
viewershavestartedlikingthewesternfoodduetotheadvertisementsand
demonstrationsoncableTV.Peopledolikehostellingatexpensivefood
pointssuchasKFC,MacDonald,pizzahutetc.
CableTVchannelsareextinctingtheshynessamongviewers,more
boldnessandbluntattitudehasbeenprevailinginthesociety.Asinresponse
tothequestionmorethanhalfoftherespondentsmainlymalesanswered
thatthefreedom&opennessinforeignchannelsdoattractthem.SeeTable
No.8
TableNo.8

(24)
(25)

TotalRespondents
Male(100)
Female(100)
200
Percentage%

Yes
47
20
67
33.5

ToSomeExtent
26
23
49
24.5

No
27
57
84
42

Accordingtothesurveyanalysisithasbeenfoundthatthegapbetween
modernists&traditionalistsiswideningduetocableTVnetwork.
Surveystudyrevealedthatmajorityoftherespondentsareinthefavorof
celebrationofunIslamicevents.&festivalsi.e.valentine'sday,newyear,
Aprilfool,Basantetc.SeeTableNo.9
TableNo.9

(26)
(27)
(28)

(28)

TotalRespondents
Male(100)
Female(100)
200
Percentage%

Yes
53
39
92
46

ToSomeextent
15
32
47
23.5

No
32
29
61
30.5

Morethanhalfofthesampleyieldtotheculturalblendingandmedia
cohesion
70%ofthesamplerepliedthattheyconsiderthemselvesdifferentfromtheir
parentsbecausetheythinkthattheyaremorebold,moremature,innovative
andmoreawardthantheirelders.
Themostexcitingfindingofthestudyisthatvieweraresomewhat
possessive&areindentedtopreservetheirculturalheritageas63.5%
respondentsansweredthatforeignchannelsconflictingwithourculture
shouldbebannedwhereas36.5%saidthatthereshouldbethecultural
overlapping.
Themostexcitingfindingofthestudyisthatvieweraresomewhat
possessive&areindentedtopreservetheirculturalheritageas63.5%
respondentsansweredthatforeignchannelsconflictingwithourculture
shouldbebannedwhereas36.5%saidthatthereshouldbethecultural
overlapping.

DISCUSSION
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Globalization is a process which is encompassing every facet of life but the globalization of
communication industry has introduced a unique cultural phenomenon with its global repercussions.
Duetotheadvancementofthenewcommunicationtechnologies,culturesareblendingandmixingand
valuesfromdominantculturesarebeingadoptedbyothernations.Thusitisgivingrisetoabrandnew
globalculturewhichgoesbeyondtheboundariesofanyspecificnationstatesameasFeatherstone&
Mcluhanholdthisviewintheirtreatisesregardingtheemergenceofnewglobalculture.
Media globalization has taken the form of media imperialism with the emergence of media empires.
Theseglobalmediaempiresmanipulatetheglobalnetworksofcommunicationtoservetheirendsby
promoting the foreign ideologies, values and traditions. This media imperialism has resulted in the
homogenizationandstandardizationofthewholeworld.Thompsonsupportsthesameviewaboutthe
ongoinggrowthofglobal,culturalandtechnologicalintegrationthroughmedia.
ResearcherhasmeasuredtheculturalglobalizationthroughmediawithspecialreferencetoPakistanby
employingtworesearchmethods.
Qualitativecontentanalysistechniqueisusedtoevaluatethemediatomediaeffectsbyconductingthe
comparativestudybetweenthePakistaniindependentcableTVchannelsandtheforeignentertainment
channels which concludes that foreign media channels are emerging as overwhelmingly powerful in
contentoftheirrespectiveinfluences&impactsandareinvadingourmediawhileontheotherhandour
mediadonothaveequalforcetopromoteitsownculture.
Foreign satellite entertainment programs have drastically impacted our media cultural products
includingdifferentcategoriesofprogramssuchasfilm,drama,music,fashionandfilmawardshows.
Cable TV network in our country is giving undue projection to foreign films based on taboo themes,
obsceneshorts,eroticandintriguedstorieswithoutanyreciprocityatparallellevel.
Similarly Pakistani independent drama channels are presenting Indian drama productions which are
underminingourdramaindustry.Ourindependentdramachannelsarenotonlyconfinedtothedisplay
ofIndianproductionsbutalsoimitatingandfollowingIndiansdramaformatwhichisnotinharmony
withourculture,normsandtraditions.
Fashionimpulsesoriginatefromforeignchannelsandarefollowedblindlybyourfashionindustryas
thefashionPakistanfluctuateswithIndian&westernfashions.
InthefieldofmusicPakistanichannelsarecopyingIndianmusicshowsinwhichboysandgirlssing
and dance together. Pakistani media channels also arrange to show the frequently held Indian film
festivals&showsandpresenttheiractorsandactressesasicons&idolsforourmediaindustry.
Barrettinhisworkmediaimperialismalsosignifiestheabsenceofproportionatereciprocationbythe
affectedcountry'smedia.
At the second level to gauge the media to individual (society) effects, researcher has conducted the
surveyresearchwiththestudentsofBZUMultanasapartofthiscasestudysothatthechangeinthe
individuals(society)canbeexplored.
Whiletracingtheconsumptionpatternoftheviewersresearcherfindsoutaccordingtothecultivation
theorybasedonviewinghoursby32%arethelightviewers,47%respondentsarethemediumviewers
andtheremainingrespondentscomeunderthecategoryofheavyviewership.Majorityofthemturned
towardscableTVnetworkmainlyforentertainment.
Choice of programs varies among males and females. Females mostly like to watch Indian drama
channelswhereasmalesmostlywatchHBO,starsmovies,newschannelsandprivateCDchannels.
Majority of the viewers get inspiration about new fashion trends from cable network and adopt these
newtrendswithdifferentperceptionsas31%respondentsansweredthattheyadoptthesefashionand
trendstolookmodernwhile26.5%adoptittoattractothers.
Most of the respondents are of the opinion that female dresses are being westernized and 76%
respondentsagreedthatthesechangesincostumesareduetothecableTVnetworkespeciallybecause
ofthePakistaniindependentchannelsastheyhavethedueshareinthepromotionofwesternlifestyles.
Pakistaniviewerswholelifestyleisbeingeclipsedbyforeignmedia.CableTVchannelshavebecome
thesourcefromwhichtheyoungviewersgettheinspirationaboutnewtrends,fashionanddresses.Ina
wayourlanguageandliteraturearebeingadverselyaffectedbytheonslaughtofforeignchannels.So
our youth is overawed with English language. People resort to ostentatious and lavish way of living.
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Theylovetodineoutatexpensivehotelsandwesternfoodchainsalongwithcelebrationofunnecessary
eventsandfestivalswhichinturninvokestheclassconsciousnessinthesociety.
Schiller (1976) in his work communication and cultural domination proposed the use of the term
culturalimperialismtodescribethatthirdworldcountriesarewatchingmediafilledwiththewestern
world's way of living, believing and thinking. The third world cultures then start to want and do the
samethingsintheircountriesanddestroytheirownculture.
Ogan(1988)alsopropagatethesameviewsaboutmediahegemony.Thusthefindingsoftheresearch
unequivocallycorroboratedtheresearchhypotheseswhichareasfollows:thegreatertheexposureto
thesatellite/cableTVentertainmentprograms,thegreatertheeffectsofforeigncultureonouryouth&
culturalidentitybecausecableTVchannelsareruiningtheyouth'smindoftoday,itexposesviewersto
the taboos and immoralities of the modern world such as obscenities including profanities, eroticism
and the like are supported to have huge effects on the mind of the young generation. Consequently
whatevertheviewerswatchonscreendefinitelyaffectthemtoacertaindegree.
Similarly Hamelink (1983) argued that cultural globalization or imperialism refers to the process by
which dominant cultures infiltrate and supersede satellite cultures where the values that may be
perfectly harmless in one society are adopted by or imposed upon others, then the effects can be
devastating.
Theabovediscussionalsovalidifysthesubhypothesis:thegreatertheexposuretoforeignchannels,
thegreatertheeffectsonmodernorientationofyouthResearcherconcludeshercasestudyconducted
with the educated youth of Multan that the exposure to the foreign media channels on cable TV are
affecting their mindsets although the adoption of such an attitude is bit slower as compared to other
mainstreamcitiesofPakistanbecauseMultanisrenownedasacityofSufisandSaintswiththedecades
longhistoryoftraditionandculture.
Althoughthecurrentchangehassubliminaleffectsonouryouthhoweveryoungergenerationismore
vulnerablewhoisbeingnurturedunderthepettyinfluenceofliberalmedia.
BIBLIOGRAPHY
Hamelink,Cees.J.(1994).ThePoliticsofWorldCommunication.London:SagePublications
Mass Communication Context retrieved from www.Cultural Imperialism Mass Communication
Context.htmlon11/29/04
BoyedBarett, O. (1982). Cultural dependency and the Mass Media. In Culture, Society and the
Media(ed.byM.Gurevitch,J.Curran).London:MethuenPublishers
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Thussu(2000).IndianMediafromcolonialtoglobalretrievedfromwww.ImperiumHome.htmon
6/02/05
Tomlinson,J.(1991).CulturalImperialism:AcriticalIntroduction.NewYork:PrinterPublishers
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Malik, Najia.(20012003). Impact of Cable TV on the residents of Multan . M.A Thesis, Mass
Communication,B.Z.U.Multan.
Qurratulain(199698). Cultural Invasion an analysis of PTV's entertainment fare and its effects on
youth.M.AThesis,MassCommunication,B.Z.U.Multan.
Irum,Afira(19982000). Impact of satellite channels on the residents of Multan . M.A Thesis, Mass
Communication,B.Z.U.Multan
MacBrideCommission(1980)Culturaldominationandthethreattoculturalidentity
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Schiller, Herbert. (1976). Communication and Cultural Domination. International Arts and Sciences
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Barrett(1977)MediaImperialism
Ogan(1988)AxiomofCulturalImperialism
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Galtung(1979)structuralimperialism
ABOUTTHEAUTHORS
Dr.MuhammadAshrafKhanistheChairmanoftheDepartmentofMassCommunication,Bahauddin
ZikariaUniversity,Multan,Pakistan.
Iram Arif is a Research Scholar at the Department of Mass Communication, Bahauddin Zikaria
University,Multan,Pakistan.

Copyright2006GlobalMediaJournal.Allrightsreserved.

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