1 Impact of Negative Portrayal of Men in Pakistani TV Dramas On Young Females of Lah0Re: A Case Study of Drama Serial Khaas and Kesa Hai Naseeban

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IMPACT OF NEGATIVE PORTRAYAL OF MEN IN PAKISTANI TV DRAMAS ON YOUNG FEMALES of LAH0RE: A case study
of Drama serial Khaas and Kesa hai naseeban
Chapter 1
Introduction
Media is considered as the reflection of our society that depicts how a certain society
works. Media, either it is printed, electronic or web, is required to make people informed.
[CITATION Nit17 \l 1033 ]. The media has been quite effective and is believed to have
power to cause violence, sexual promiscuity, and promote discrimination against women. it is
also used to sell products and services. The news media has significantly contributed to affect
stock prices, result to corporate collapses, caused sale of a product to fall and much more.
The sociologists have been found interested in mass media content since the early 20th
century. For incidence, Max Weber saw the media content as the means of monitoring the
"cultural temperature" of society[CITATION Jim05 \l 1033 ].
We are living in the age of information where media is one of the most useful
essences of human life. Its importance and its influence have been grown exponentially with
the advance technology. The first and foremost function of the media in a society is to
provide news and information to the masses, for this reason the present era is sometimes
termed as the “information age” as well. In this present era of globalization, majority of
people in the society depends on information and communication to remain connected with
the world and do daily activities like work, entertainment, health care, education,
socialization and travelling[CITATION Mug \l 1033 ].
Furthermore Mughal (2011) added that beliefs and values are based on what a person
know for a fact, assumptions and experience. This media has huge impact on society in
shaping the public opinion of the masses. The mass media can form or modify the public
opinion in different ways depending on what is the objective.
The word "Television" is generated from a Greek word (tele), meaning "distant" or
"far" and the Latin visio, meaning "sight" or "vision". It is said to be the mode of
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communication specifically used to transmit moving images and sound to the audiences. This
technology was introduced commercially since the late 1920s, television become a part of
common household in low price. Around 1950s, the television became the primary of shaping
the public opinion in the Western World. In the recent century, television has been seen
playing a pivotal role in socialization of people, especially children and adults. Some aspects
of television also include negative effects. For example, the effect of media violence on the
children and adults. Researches are being made to find out the effect between viewing
material and acts committed by people[CITATION deR15 \l 1033 ].
Television transmits information in the form of drama, documentary, feature, talk
show, film, songs but drama has become the most effective and entertaining source for all.
Pakistani dramas have been seen showing the culture of Pakistan and Indian as well.
Whereas, Pakistan has a different culture from India and West. Drama is considered as a
picture of the society, that highlight the issues facing by the society and the new fashion
trends followed by the society [CITATION Sha20 \l 1033 ].
Television is an important factor in the formation of attitude, behavior and values. It is
considered to be the social educator that helps to shape the social emotional and physical
development. The society now reflects the pro-social and materialistic values which is
conveyed by the media[CITATION Khu17 \l 1033 ].
This study aims to examine the impact of portrayal of negative male characters shown
in the Pakistani dramas on the female youth of Lahore. For this purpose, two drama serials
“Khaas” and “Kesa hai naseeban” have been selected.

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1.1 Rationale
The study emphasizes the stereotypical portrayal of men in Pakistani dramas that can
have a strong effect on young females of Lahore. The research is done with the help of survey
method. This study deals with the role played in the Pakistani dramas in developing the
negative image of men in the minds of the young females of Lahore and its impacts. The
selected dramas are Khaas and Kesa Hai Naseeban.
1.2 Objectives of the study
The study aims at the followings:
 To investigate the negative portrayal of men in Pakistani dramas.
 To check the influence of negative male characters on attitudes (perception and
thinking pattern) of young females
 To investigate the influence of negative male characters on the decision making
(actions, reactions, behaviors) of young females.
1.3 Significance of the Study
This work tends to analyze the portrayal of male characters in Pakistani dramas
keeping in view the influence of dramas on young females of Lahore. Dramas may have the
influence on our thoughts which can be converted into our actions. Numbers of studies have
been conducted to analyze the portrayal of women in media but this research “Impact of
Negative Portrayal of Men in Pakistani TV Dramas on Young Females of Lahore: A case
study of drama serial Khaas and Kesa hai naseeban” is important because unlike other studies
this aims to highlight the impact of portrayal of negative male characters in Pakistani TV
dramas on young females of Lahore.

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1.4 Hypothesis
H1: The negative male characters in Pakistani dramas are having negative effects on
the minds of the young females of Lahore.
Ho: The negative male characters in Pakistani dramas are not having negative effects
on the minds of the young females of Lahore.
1.5 Research Questions
RQ1: Are Pakistani dramas portraying men negatively?
RQ2: Are Pakistani dramas projecting men having toxic masculinity?
RQ3: Do Pakistani dramas spread hatred in young females for the men?
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Chapter 2
Literature Review
Literature is considered to be an insight of the previous studies that have been done by
the researchers which is relevant to the topic of the study.
Mass media is said to be the fourth pillar of democracy. We are living in a
technologically advanced world and mass media is playing an important role in our life as it
is ruling in every sphere of life. The impact of mass media has increased exponentially with
the development in technology. We should be aware that the values we hold, the beliefs we
stand with and the decisions we make are based on our assumptions, experiences, education
and what we know for a fact. In the study, a simple exploration is required where we can
explore whether there is any culture due to mass media and to what extent our new media and
old media is responsible for the change of culture in society. The study has helped us to find
out the negative impact if it has on culture as well as to explore the positive aspects. It may
show us the real picture and role of mass media in the cultural change [CITATION Sho17 \l
1033 ].
In a paper [CITATION Fer14 \l 1033 ] presents a bibliographical review of the
advancement of the literature on media effects and it presents a history of the development of
the studies on media effects. This text has recovered the classical demarcation of literature
belonging to the time of unlimited effects over the audience, to the period of determining
limited effects, and to the (returning) times of the significant effects. The perspective taken in
this study focuses on researches that approach the media impact on the attitudes and
behaviors of the audience.
Culture has significant effects at every part of our lives, from birth to death, and
everything in between. The study discusses the way how is the customers accept cultures and
products been greatly influenced by the media. The study also explores how customer
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acceptance results to attitudinal and behavioral changes. Particularly, this study measures the
influence of a cultural wave to test the attitudinal and behavioral changes it causes. This study
explores the reasons that affect the decisions of people to change their behavior after being
exposed to the media. Particularly, this study explores how a cultural wave affects product
and cultural awareness, the relationship between perceptions of a cultural wave and people
behavior and attitude, and the relationship between the strength of attitudes of people toward
acculturation and fluctuation in attitude and behavior. By applying different statistical
analyses, this study has identified managerial and theoretical implications [CITATION
Cho12 \l 1033 ].
[CITATION LJS08 \l 1033 ] says in his article that because of the immense
penetration of media into society, and the different motives and kinds of information
conveyed, there are various possible media effects. To simplify, these possible media agendas
are to persuade, inform, or entertain. Also, these effects work on various aspects of the
person, influencing their beliefs, attitudes and values. The purpose of another study is
to analyze how people make perceptons about how much violence they receive in television
programs. An experiment was conducted in which 99 participants were exposed to high to
low amount of violence in one episode of a television series broadcasted. The study offers
support for three major arguments. First, television viewers rely much more on their personal
theory than on the content of the program in building their interpretations of violence.
Secondly, viewers share a story that concentrates on the characteristics of explicitness and
graphicness. Thirdly, although viewers may share the same story, they appear to make
different conclusions on the schema elements, and hence their conclusions about violence are
different.[CITATION WJa09 \l 1033 ].

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The aim of another study is to analyze the “Effects of Turkish dramas on University
students”. Drama plays a significant role in the personality building of the audience. Because
through the drama people change their living styles, dressing styles and also comes to know
about the values and norms of other countries. The researcher has explored the Turkish drama
effects on young generation of Pakistan. Survey research method was selected and three
Universities of Pakistan were selected for this research purpose, which are “University of
Gujrat, Gujrat”, Arid Agriculture University Rawalpindi and Punjab University Lahore.
Quantitative research method was chosen. Non-probability sampling method was chosen and
in non-probability sampling random sample were used for data collection. 300 samples size
were chosen. In this research three hypotheses were developed i.e, University students are
affected by the styles of models of Turkish dramas, University students are adopting their
styles and Turkish dramas are affecting the Islamic values among University students.
Results of this research show that first two hypotheses were accepted and third hypothesis
was rejected. University students are influenced by Turkish dramas but do not influence
Islamic values among University students [CITATION Iqb18 \l 1033 ].
The study “Effects of Romantic Scenes in Pakistani Drams on the Youth of Pakistan”
explains the fact that how television dramas have an impact over a person, or what influences
does television have on the minds of people. TV has observable impact on the psychological
behavior of the audiences. TV makes people aware about social issues of the society.
Television is being used for entertainment. Pakistan being a part of developing world,
population in rural areas at a large scale consider it a significant source of entertainment.
Television dramas inspire females as well as male as a source of entertainment and
motivation. The purpose of this study is to investigate the social and psychological behavior
of the Pakistani youth who watch romantic scenes in Pakistani dramas. The article explains
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the chosen category covering the programs of Pakistani TV drama; male and female students
of University of Gujrat were chosen as sample. In the study social learning theory and
elaboration likelihood model is applied and the researcher used survey method for data
collection. The findings showed the purpose of the youth for watching romantic scenes in
Pakistani dramas. The findings show that in rural areas, more male and lesser of female are
watching Pakistani dramas where as more male and lesser percentage of females are not
following Indian and western culture. The study also shows that urban males are more
influenced than the female after watching romantic scenes in dramas [CITATION Kar16 \l
1033 ].
A curriculum is all the experiences that a person has in his life. Television media, the
most important part of the curriculum of the society has been receiving increasing scholarly
attention. It has become a significant part of our lives and reflects our religious, cultural and
societal norms and practices. The study Societal Curriculum: Effects of Television on Social
Values System in Pakistani Society investigates the effects of television media as a tool of
informal curriculum on the social and religious value practices in Pakistani society. For the
study, mixed methods were selected whereby the quantitative data was collected through a
five point Likert scale questionnaire from 100 students chosen purposively from four
universities of Rawalpindi and Islamabad. Also, three focus groups discussions were
conducted with 15 students (five students each group). The results of the study show that
television has a strong impact, significantly, the way dramas, news and advertisements are
portrayed. This has aggravated conflicting impacts to the social and religious value system
and practices of our society particularly on youth [CITATION Sye17 \l 1033 ].
The study “Cultural Effects of Urdu dramas of Pakistani TV channels (HUM and
GEO Entertainment) on women” (A case study of Bahawalpur) was conducted to investigate
the effects of Urdu TV dramas on women of Bahawalpur and to understand the aspects for
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which women used the media in the area. The study also investigates to find out the
significance of television Urdu dramas in the promoting Pakistani culture. The study showed
that GEO and HUM TV dramas promote our traditional and cultural values. The study
reveals that the Hum TV Urdu dramas promote our traditional and cultural values, whereas
the geo TV Urdu dramas is not presenting Pakistani culture. The study also explored that the
women of Bahawalpur adopted the fashion of celebrities shown by Urdu dramas of Geo and
Hum TV. The findings of the research also proved that that Geo TV and Hum Urdu dramas is
making the education of the women of Bahawalpur City better due to the modeling styles and
the promotion of modernization. The results of the study also showed that the both TV’s
Urdu dramas are best mediums for the cultural promotion in the society [CITATION
DrG13 \l 1033 ].
The advancement of television is one of the dimensions of technological development
that influences an individual socially. Due to easy accessibility, less cost and great interest of
TV viewership for entertainment purposes have promoted the rapid development of television
all over the globe. Television has become an important part in the family circle over the past
few years. The basic goal of the study “Effects of Television on Women in Punjab, Pakistan”
is to explore the impact of television on women in province of Punjab. In the study, survey
method has been selected to collect data from large representative population. The results of
the research study showed that most of the participants negated the point of view that because
of television viewing their domestic responsibilities like cooking, cleaning, taking care of
children is being affected. As far as social interaction is concerned most respondents denied
that television viewing has limitized their interaction with relatives, neighbors and family.
Whereas, they were quite agreed that due to watching television, their interaction with friends
is decreasing. Most of the respondents denied this point of view that television is decreasing
their role in social activities like wedding, engagements and birthday functions. It was also
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observed that the fashion sense is also being affected due to television exposure. Also,
majority shared their point that due to television exposure political socialization is increasing
[CITATION Mal16 \l 1033 ].
The study “Impact of Indian dramas on language and dressing of females of village
Sahiwal district Sialkot” explores through survey using a questionnaire for data collection. It
selected 100 women aged 16-30 years and viewing cable television for at least two years. The
study analyzed the respondent’s consumption level, level of watching, favorite channels,
favorite watching time, and control over remote. It was checked with the age group and
marital status with demographic characteristics of the participants. The findings showed that
Indian media trying to penetrate their culture in our society, females even in the village area
adore Indian dresses and use Hindi words Intentionally or unintentionally. [CITATION
Ars15 \l 1033 ].
The study “Influence of Television Programmes on Youth Dressing Pattern in
Nigerian Tertiary Institutions” investigates the influence of Television programmes on youth
dressing pattern in Tarbata State University, Jalingo. The researcher used Taro Yame’s
formula to select 100 students. Survey and focus group was used in the study. 8 Participated
were added to the focus group and 100 selected students filled the questionnaire. The results
showed that entertainment/musical programmes are the most preferred and watched by the
new generation. Also, they copy the style they watch. The study has recommended that
institutions should take the issue of dress code serious and punish students who want that.
Local TV presesnters need to look decent as the youth follow them [CITATION Apu17 \l
1033 ].
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Chapter 3
Theoretical Framework
The most appropriate theory that fit into the perspective of this study is Cultivation
Theory.
Cultivation Theory
Cultivation theory sometimes referred to as the cultivation analysis was developed by
Professor George Gerbner, who was the dean of the Annenberg School of Communication at
the University of Pennsylvania. He researched on how television may influence viewers. This
theory argues that television has long-term and significant effects.
Cultivation theory suggests that television shapes or cultivates the viewers conception
of the social reality. The exposure of television shapes the perception of social reality for the
viewers. Gerbner says that people who watch television a lot are more likely to be influenced
by its content and the ways in which the World is framed by it. While, the people who are
less exposed to television are less influenced by it. Also, resonance describes the extreme
effect on the viewers of what people see on television is actually what they have gone
through in their life. This amplifies the cultivation effect.

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Application of the theory
The study “Impact of the negative portrayal of men in Pakistani TV dramas on young
females of Lahore: A case study of drama serial “Khaas” and “Kesa Hai Naseeban” deals
with the same scenario. Pakistani Dramas are portraying the negative image of the men to
show the women character weak and suppressed. This negative male image is cultivated by
the young females who eventually end up building a completely negative image of the men in
our society. They make the perception of the negative male characters as the social reality.
The continuous exposure to such content shape their perceptions about men of our society to
be insensitive, oppressive, dominating and manipulative.
Chapter 4
Methodology
The methods and approaches used for conducting a study are termed as Research
Methodology. It explains the answers of the research questions. It explains the process of data
collection and data analysis. The following section consists of the tools and techniques used
to conduct the study.
4.1 Research Design
Research design is the agenda which consists of methods and procedures which are
used in gathering data to answer the research questions [ CITATION Cre14 \l 1033 ].
4.2 Variables of the study
This study has both independent and dependent variables.
4.2.1 Independent Variable
Negative portrayal of men in Pakistani Tv dramas is considered as independent
variable.
4.2.2 Dependent Variable

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An impact on the young females of Lahore is considered as dependent variable.
4.3 Research Methodology
Survey method is used conducting this research. It is used to collect the opinion of the
target audience in the population and then analyzing the result. A questionnaire is developed
and filled by the population using convenient sampling.
4.4 Survey Method
The research method used for this study is survey method. Survey research is the
collection of information from a sample of individuals by receiving their responses on the
questionnaire. It intends to describe demographic characteristics of individuals [ CITATION
Pon15 \l 1033 ].
Survey method helps in data collection very conveniently. A questionnaire was used
having closed-ended questions for data collection.
4.4.1 Population of the study
The population of the study consists of young females of Lahore who watch Pakistani
Dramas and specially have watched drama serial “Khaas” on Hum Tv and “Kesa hai
naseeban” on ARY Digital. The target audience was selected young females of Lahore
because the study aims to explore the impact of negative portrayal of men in Pakistani TV
dramas on young females of Lahore.
4.4.2 Sample Technique

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The sample technique used for this study was Convenient Sampling. The
questionnaire was given to the young female of between the age 17 and 27.
4.4.3 Sample Size
The questionnaire was given to 100 young females of Lahore from different
universities and offices that were conveniently available.
4.5 Conceptualization and Operationalization
4.5.1 Conceptual Definitions
Impact: According to Merriam-Webster’s Dictionary, Impact refers to the force of
impression of one thing on another, a significant or major effect.
Negative Portrayal: It refers to the negative depiction of someone or something in a
work of art or literature.
Men: An adult male human being.
Young Females: Young Females include the girls who are in the phase of developing
from a teenage into an adult.
4.5.2 Operationalization
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Impact: It means the influence on the attitudes, perception and thinking pattern,
decision making or actions.
Negative Portrayal: It refers to the negative image of Men reflected by the Pakistani
TV dramas.
Men: The male adult as a father, husband, brother, son, collectively a member of the
society.
Young Females: The girls of age 17-27 who watch Pakistani TV dramas.
Chapter 5
Findings
The study focuses on the impact of negative portrayal of men in Pakistani Dramas on
young females of Lahore. In this chapter, the results obtained from the survey are analyzed.
With the help of the survey conducted, the following are the results gathered:
Pie Chart
1) Are you interested in traditional media?

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23%
14%
63%
Yes No Maybe
Figure 5.1
Fig.5.1 shows that 63% of the respondents are interested in traditional media, 14% are not
interested in traditional media while, 23% are passive traditional media users. It is clear that
majority of the respondents are interested in traditional media.
2) How much time do you spend watching television?
22%
61% 18%
1 hour 2-3 hour More than 3 hour
Figure 5.2
Fig.5.2 shows that 50% of the respondents spend 1 hour of their daily routine watching
television, 41% spend 2-3 hours while 9% spend more than 3 hours watching television. This
means all of them watch television.
3) Do you watch Pakistani Dramas?

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17%
3%
80%
Yes No Sometimes
Figure 5.3
Fig.5.3 shows that 80% of the respondents watch Pakistani dramas, 3% do not watch
Pakistani dramas while, 17% watch Pakistani dramas sometime. This means majority of them
like watching Pakistani dramas.
4) Do you think dramas influence our mindsets and actions?

2%
12%
28%
58%
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 5.4
Fig.5.4 shows that 28% of the respondents (strongly) and 58% (normally) think that dramas
influence our mindsets and actions, 12% are neutral about it, while, 2% disagree with it. This
means majority of them think that dramas influence our mindsets and actions.
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5) Have you watched drama serial "KHAAS" on Hum TV?
12%
24%
64%
Yes No Somehow
Figure 5.5
Fig.5.5 shows that 64% of the respondents have watched the drama serial “Khaas”, 24%
have not watched it while 12% of them have passively watched it. This means that majority
of the respondents have watched the drama serial “Khaas”.
6) Have you watched drama serial "KESA HAI NASEEBAN" on ARY Digital?
10%
20%
70%
Yes No Somehow
Figure 5.6
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Fig.5.6 shows that 70% of the total respondents have watched the drama serial “Kesa Hai
Naseeban” on ARY Digital, 20% have not watched it while 10% of them have passively
watched it. This reflects that majority of the respondents have watched the drama serial
“Kesa Hai Naseeban”.
The aim of this study is to investigate the

“Effects of Turkish dramas on University
students”. Drama plays
an important role in the personality building of
viewers. Because through the drama persons
are changing their
living styles, dressing styles and also comes to
know about the values and norms of other
nations. In this study
researcher want to know the Turkish drama
effects on young generation of Pakistan. And
all know that University
students are the young generation of Pakistan.
In this present study survey research method
was chosen and
three Universities of Pakistan were chosen for
this research purpose, which are “University
of Gujrat, Gujrat”, Arid
20
Agriculture University Rawalpindi and Punjab

University Lahore. Quantitative research
method was selected. Non-
probability sampling method was selected and
in non-probability sampling random sample
were used as a technique
of data collection. Questionnaire is use as a
tool of data collection and 300 samples size
were selected. In this
research three hypotheses were develop i.e., 1.
University students are inuenced by the
styles of models of Turkish
dramas. 2. University students are trying to
adopt their styles. 3. Turkish dramas are
affects Islamic values among
University students. Findings of this research
show that rst two hypotheses were
accepted and third hypothesis
was rejected. University students are affected
by Turkish dramas but do not affect Islamic
values among University
students.
7) Do you think the male characters in these dramas have been shown extremely
negative?
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3%
19%
31%
47%
Figure 5.7
Fig.5.7 shows that 31% of the respondents strongly agree that the male characters in drama
serials “Khaas” and “Kesa Hai Naseeban” have been shown extremely negative, 47% agree
with this, 19% of them are neutral about it while, 3% disagrees with it. This means majority
of the respondents agrees that the male characters in drama serials “Khaas” and “Kesa Hai
Naseeban” have been shown extremely negative.
8) Do you think the male characters in these dramas were abusive (Physically /
Psychologically) towards the women?
3%
10%
39%
48%

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Figure 5.8
Fig.5.8 shows that 39.4% respondents (strongly) and 47.5%of the respondents (normally)
agree with that the male characters in these dramas were abusive (Physically /
Psychologically) towards the women, 10.1% are neutral about it, while 3% of the
respondents disagree with it. This means majority of them agree with that the male
characters in these dramas were abusive (Physically / Psychologically) towards the women .
9) Do you think men in our society are mostly abusive (Physically / Psychologically)?
1%
11%
16%
29%
42%
Figure 5.9
Fig.5.9 shows that 16.2% of the respondents (strongly) and 42.4% (normally) think that
men in our society are mostly abusive (Physically / Psychologically), 29.3% are neutral
about it, while 11.1% (normally) and 1% (strongly) disagree with it. This means that
majority of the respondents think that men in our society are mostly abusive (Physically /
Psychologically).
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10) Do you think the male characters in these dramas were shown stereotypically
conservative?
17%
31%
52%
Figure 5.10
Fig.5.10 shows that 30.6% of the respondents (strongly) and 52% of them (normally) think
that the male characters in these dramas were shown stereotypically conservative, while
17.3% are neutral about it. This means majority of the respondents think that the male
characters in these dramas were shown stereotypically conservative.
11) Do you think men in our society are mostly stereotypically conservative?
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2%
18%
31%
49%
Figure 5.11
Fig.5.11 shows that 18.2% of the respondents (strongly) and 48.5% (normally) think that
men in our society are mostly stereotypically conservative, 31.3% are neutral about it,
while 2% disagree with it. This means majority of the respondents think that men in our
society are mostly stereotypically conservative.
12)Do you think male characters in these dramas were shown extremely insensitive?

are changing their
25

was chosen and
26

students.
are changing their
was chosen and
27

28
students.
are changing their
was chosen and
29

students.
30
3%
18%
28%
51%
Figure 5.12
Fig.5.12 shows that 27.6% of the respondents (strongly) and 51% (normally) think male
characters in these dramas were shown extremely insensitive, 18.4% are neutral about it,
while, 3.1% of them disagree with it. This means majority of them think that male
characters in these dramas were shown extremely insensitive.
13)Do you think men in our society are insensitive?
2%
7% 10%
36%
45%
Figure 5.13
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Fig.5.13 shows that 10% of the respondents (strongly) and 36% of them (normally) think
that men in our society are insensitive, 45% of them are neutral about it, while, 7%
(normally) and 2% of them (strongly) disagree with it. This reflects that somehow majority
of the respondents think that men in our society are insensitive.
14)Do you think men in our society are usually spoiled by their parents having an
advantage of being MEN as portrayed in these dramas?
1%
3%
14%
29%
53%
Figure 5.14
Fig.5.14 shows that 29% of the respondents (strongly) and 53% of them (normally) think
that men in our society are usually spoiled by their parents having an advantage of being
MEN as portrayed in these dramas, 14% are neutral about it, while, 3% (normally) and 1%
of them (strongly) disagree with it.
15)Do you think men try to control the lives of their wives how they want as portrayed
in these dramas?
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1%
5%
16% 29%
49%
Figure 5.15
Fig.5.15 shows that 29% of the respondents (strongly) and 49% (normally) think that men
try to control the lives of their wives how they want as portrayed in these dramas, 16% are
neutral about it, while, 5% (normally) and 1% (strongly) disagree with it. This means
majority of them think that men try to control the lives of their wives how they want as
portrayed in these dramas.
16)Do you think Pakistani dramas portray male characters negatively?

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1%
9%
11%
38%
41%
Figure 5.16
Fig.5.16 shows that 9% of the respondents (strongly) and 38% (normally) think Pakistani
dramas portray male characters negatively, 41% are neutral about it, while, 11% (normally
and 1% (strongly) disagree with it. This means majority of them think that Pakistani dramas
portray male characters negatively.
17)Do you think majority of the men in our society are having the toxic masculinity
problem?
1%
7%
17%
21%
54%
Figure 5.17
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Fig.5.17 shows that 17% of the total respondents (strongly) and 54% (normally)
think that majority of the men in our society are having the toxic masculinity
problem, 21% are neutral about it, while, 7% (normally) and 1% (strongly) disagree
with it. This means majority of them think that majority of the men in our society
are having the toxic masculinity problem.
18)Do you think majority of the men in our society are over-dominating, oppressive
and manipulative?
1%
7%
25%
26%
41%
Figure 5.18
Fig.5.18 shows that 25% of the respondents (strongly) and 41% (normally) think that
majority of the men in our society are over-dominating, oppressive and manipulative, 26%
are neutral about it, while, 7% (normally) and 1% (strongly) disagree with it. This shows
that majority of them think that majority of the men in our society are over-dominating,
oppressive and manipulative.

35
19)Do you think majority of the women face psychological violence as portrayed in
these dramas?
1%
5%
20%
21%
53%
Figure 5.19
Fig.5.19 shows that 20% of the respondents (strongly) and 53% (normally) think that
majority of the women face psychological violence as portrayed in these dramas, 21% are
neutral about it, while, 5% of them (normally) and 1% (strongly) with it. This means that
majority of them think that majority of the women face psychological violence as portrayed
in these dramas.
20)Do you feel hatred for all the men after watching such negative characters in
Pakistani Dramas?
5%
16%
16%
34%
28%

36
Figure 5.20
Fig.5.20 shows that 16.2% of the respondents (strongly) and 34.3% (normally) feel hatred
for all the men after watching such negative characters in Pakistani dramas, 28.3% are
neutral about it, while, 16.2% (normally) and 5.1% (strongly) disagree with it. This means
majority of them agree with this.
21)Do you think Pakistani dramas are portraying the male characters according to the
reality of our society?
1%
6% 9%
25%
59%
Figure 5.21
Fig.5.21 shows that 9.1% of the respondents (Strongly) and 58.6% (normally) think that
Pakistani dramas are portraying the male characters according to the reality of our society,
25.3% are neutral about it, while, 6.1% (normally) and 1% (strongly) disagree with it. This
means majority of them think Pakistani dramas are portraying the male characters
according to the reality of our society.

37
22)Do you relate these male characters with the men in your surroundings?
7%
11%
17%
38%
26%
Figure 5.22
Fig.5.22 shows that 11.1% of the respondents (strongly) and 38.4% (normally) agree that
they relate these male characters with the men in their surroundings, 26.3% are neutral
about it, while, 17.2% (normally) and 7.10% (strongly) disagree with it. This means
majority of them relate the men in their surroundings with these male characters.
23)Do you feel stressful watching such negativity in Pakistani Dramas?
4%
6%
31%
21%
38%

38
Figure 5.23
Fig,5.23 shows that 31% of the respondents (strongly) and 38% (normally) feel stressful
watching negativity in Pakistani dramas, 21% are neutral about it, while, 6% (normally)
and 4% (strongly) disagree with it. This means majority of them feel stressful watching
negativity in Pakistani dramas.
24)Do such toxic relationships shown in Pakistani Dramas make you feel better alone
than being in such one?
1%
10%
22%
24%
43%
Figure 5.24
Fig.5.24 shows that 22% of the respondents (strongly) and 43% (normally) agree that such
toxic relationships shown in Pakistani Dramas make them feel better alone than being in
such one, 24% are neutral about it, while, 10% (normally) and 1% (strongly) disagree with
it.
39
25)Do you think negative portrayal of men in these dramas is giving a constructive
message to the audience?
3%
8%
21%
18%
50%
Figure 5.25
Fig.5.25 shows that 21.2% of the respondents (strongly) and 49.5% (normally) think
that negative portrayal of men in these dramas is giving a constructive message to the
audience, 18.2% are neutral about it, while, 8.1% (normally) and 3% (strongly) disagree
with it. This means majority of them think that negative portrayal of men in these
dramas is giving a constructive message to the audience.

40
Chapter 6
Discussion and Analysis
The research title is “Impact of negative Portrayal of Men in Pakistani TV Dramas
on Young Females of Lahore: A case study of drama serial “Khaas” and “Kesa Hai
Naseeban”. The study tends to examine the impact of Pakistani drama serials showing
negative male characters on Young Female s of Lahore. The purpose of the study was to
find out the impact these negative characters have on the minds of young females.
The study was conducted in Lahore. For this purpose of data collection, the
researcher has selected the survey method and used convenient sampling. The population of
this study was young females (from 17 to 27 years), who watch Pakistani Dramas. The
researcher selected a sample of 100 people from Lahore.
The present research contains research questions and by the help of survey method
the answers of research questions had find out. The first research question was “Are
Pakistani Dramas portraying men negatively?”
The findings have shown that majority of the young females agree that Pakistani
Dramas are showing men negatively. As most of the dramas are highlighting the problems
faced by women in the patriarchal society, these dramas highlight the negative behavior of
men towards women. The young females think that Pakistani dramas show men abusive
(physically/psychologically) over-dominating, oppressive and manipulative. So, it is true that
Pakistani dramas are portraying men negatively.

41
The second research question was “Are Pakistani dramas projecting men having
toxic masculinity problem?”
The results have indicated that majority of the young females agree that men in our society
are having the toxic masculinity problem as shown in the Pakistani dramas. They think that
men are over- dominating, oppressive, manipulative. According to them, men try to control
the lives of the women in their houses and are abusive (Physically/ Psychologically). These
young females admit that Pakistani dramas are projecting the men having toxic masculinity
problem and also such men exist greatly in our society.
The third research question was “Do Pakistani dramas spread hatred in young females
for the men?”.
The results have shown that majority of the young females agree that watching Pakistani
dramas showing men negatively make them hate the men in the society. Also, they like to be
alone than being in a relationship with an abusive, over- dominating, oppressive and
manipulative man. This is clear from the findings that Pakistani dramas do spread hatred in
young females for the men as these dramas make females hate all the men in our society.
The findings show that Pakistani dramas are portraying men negatively and it has
clear negative impact on Young females.

42
Chapter 7
7.1 Conclusion
The research title was “Impact of negative Portrayal of Men in Pakistani TV Dramas
on Young Females of Lahore: A case study of drama serial “Khaas” and “Kesa Hai
Naseeban”. The aim behind this research is to investigate the negative portrayal of men in
Pakistani dramas, to check the influence of negative male characters on attitudes (perception
and thinking pattern) of young females and to investigate the influence of negative male
characters on the decision making (actions, reactions, behaviors) of young females. A survey
was done. The respondents were selected from the city of Lahore with the help of convenient
sampling. Total number of 100 people was taken as respondents of 17-27 years old an data
was collected through a questionnaire. The researcher also operationalized the core words
and the terms used in the present research in order to make certain the researcher’s aim to
carry out the research study.
Theory applicable for this research was Cultivation Theory as television is responsible
for shaping, cultivating viewers’ conceptions of social reality.
Present study has achieved and accomplished its goals quite sufficiently. To study the
impact of negative portrayal of men in Pakistani TV dramas on young females of Lahore,
researcher stated three objectives which were the focus points of research throughout the
study.
43
First objective refers investigate the negative portrayal of men in Pakistani dramas. To
determine this objective, researcher asked few questions and found that Pakistani dramas
portray men over- dominating, oppressive, manipulative, abusive
(physically/psychologically) and controlling.
Second objective of the study refers to check the influence of negative male
characters on attitudes (perception and thinking pattern) of young females. The researcher
determined from the results that majority of the young females think that men in our society
are over- dominating, oppressive, manipulative, abusive (physically/psychologically) and
controlling.
Third objective of the study refers to investigate the influence of negative male
characters on the decision making (actions, reactions, behaviors) of young females. The
researcher found out from the results that the young females feel hatred for all the men after
watching Pakistani dramas. They think that it is better to be alone than to be with over-
dominating, oppressive, manipulative, abusive (physically/psychologically) and controlling
men.
The present study had hypothesis “the negative male characters in Pakistani dramas
are having negative effects on the minds of the young females of Lahore which is accepted as
it has been proved that the negative male characters do have a negative impact on young
females of Lahore.
7.2 Recommendation
To make the drama industry flourish some recommendations must be followed that
will suggest the drama makers produce better quality dramas having positive effects on the
minds of the audience. Here are some suggestions and recommendations.

44
 The producers of drama industry should show the stories with positive male
characters to give audience a positive message so that the audience cultivates positive
aspects of it.
 They should think beyond the domestic problems and have a wider view of life.
 The producers should portray the healthy relationships to spread the message of
positivity.
7.3 Limitations
There are some limitations of this research and these are
 This research had considered a small sample of 100 females in order to examine the
impact of negative portrayal of men in Pakistani TV dramas on young females of
Lahore, which is not enough to represent the entire universe of Pakistani drama
viewers.
 This research focuses on the young females from the age 17 to 27 years, that’s why
age group is limited.
 The researcher is not examining the influence of negative portrayal of men in
Pakistani Tv dramas on males.
 The research is limited to the survey.
7.4 Future Agenda
This section presents some recommendations for the future researchers. This research
will further help other researchers who want to do their work easily on this topic. Researcher
45
has taken survey method to conduct results regarding the impact of negative portrayal of men
in Pakistani TV dramas.
The researcher has taken the case study of two drama serials “Khaas” and “Kesa Hai
Naseeban”. The new researcher can take other case studies.
In future this research can help other researchers to research on negative portrayal of
men in Pakistani Tv dramas by using different methodologies like focus group or interviews.
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"cultural temperature" of society[CITATION Jim05 \l 1033 ].

socialization and travelling[CITATION Mug \l 1033 ].

opinion in different ways depending on what is the objective.

material and acts committed by people[CITATION deR15 \l 1033 ].

Television transmits information in the form of drama, documentary, feature, talk

trends followed by the society [CITATION Sha20 \l 1033 ].

Television is an important factor in the formation of attitude, behavior and values. It is

conveyed by the media[CITATION Khu17 \l 1033 ].

“Khaas” and “Kesa hai naseeban” have been selected.

selected dramas are Khaas and Kesa Hai Naseeban.

1.2 Objectives of the study

The study aims at the followings:

 To investigate the negative portrayal of men in Pakistani dramas.

 To check the influence of negative male characters on attitudes (perception and

thinking pattern) of young females

 To investigate the influence of negative male characters on the decision making

(actions, reactions, behaviors) of young females.

1.3 Significance of the Study

Negative Portrayal of Men in Pakistani TV Dramas on Young Females of Lahore: A case

dramas on young females of Lahore.

the minds of the young females of Lahore.

on the minds of the young females of Lahore.

1.5 Research Questions

RQ1: Are Pakistani dramas portraying men negatively?

RQ2: Are Pakistani dramas projecting men having toxic masculinity?

the researchers which is relevant to the topic of the study.

Mass media is said to be the fourth pillar of democracy. We are living in a

In a paper [CITATION Fer14 \l 1033 ] presents a bibliographical review of the

behaviors of the audience.

acculturation and fluctuation in attitude and behavior. By applying different statistical

programs. An experiment was conducted in which 99 participants were exposed to high to

different.[CITATION WJa09 \l 1033 ].

Islamic values among University students [CITATION Iqb18 \l 1033 ].

population in rural areas at a large scale consider it a significant source of entertainment.

Television dramas inspire females as well as male as a source of entertainment and

and practices of our society particularly on youth [CITATION Sye17 \l 1033 ].

GEO Entertainment) on women” (A case study of Bahawalpur) was conducted to investigate

The advancement of television is one of the dimensions of technological development

[CITATION Mal16 \l 1033 ].

The study “Influence of Television Programmes on Youth Dressing Pattern in

Nigerian Tertiary Institutions” investigates the influence of Television programmes on youth

Cultivation theory sometimes referred to as the cultivation analysis was developed by

theory argues that television has long-term and significant effects.

through in their life. This amplifies the cultivation effect.

Application of the theory

be insensitive, oppressive, dominating and manipulative.

to conduct the study.

4.1 Research Design

4.2 Variables of the study

This study has both independent and dependent variables.

4.2.1 Independent Variable

Negative portrayal of men in Pakistani Tv dramas is considered as independent

4.2.2 Dependent Variable

An impact on the young females of Lahore is considered as dependent variable.

4.3 Research Methodology

and filled by the population using convenient sampling.

4.4 Survey Method

collection of information from a sample of individuals by receiving their responses on the

questionnaire. It intends to describe demographic characteristics of individuals [ CITATION

having closed-ended questions for data collection.

4.4.1 Population of the study