Role of Electronic Media in Promoting Westernization in Society

Role of electronic media in promoting
westernization in society
Contents
Abstract.............................................................................................................10
CHAPTER: 1 INTRODUCTION...................................................................11
Westernization:................................................................................................11
The role of Media in spreading westernization:..............................................13
Globalization, media and youth:......................................................................13
STATEMENT OF PROBLEM.......................................................................15
SIGNIFICANCE OF STUDY.........................................................................16
OBJECTIVES OF THE STUDY....................................................................16
CHAPTER: 2 LITERATURE REVIEW.......................................................17
Governments failed to stop westernization in Pakistan:..................................19
CHAPTER: 3 THEORITICAL FRAMEWORK..........................................21
Cultivation theory............................................................................................21
Relevance:.......................................................................................................22
Family:.............................................................................................................22
Food:................................................................................................................23
Drugs:..............................................................................................................23
Language:........................................................................................................23
CHAPTER: 5 METHADOLOGY...................................................................24
UNIT OF ANALYSIS FOR CULTURAL PRODUCTS................................24
CONTENT ANALYSIS FINDINGS..............................................................25
EXAMINATION RESEARCH.......................................................................25
1. Choosing an Independent Reading Model..................................................25
2. Designing a Survey questionnaire...............................................................26
3. Managing the Survey questionnaire............................................................26
4. Analysis of Research conclusion.................................................................26
CHAPTER: 5 FINDINGS................................................................................27
Graph no. 1...................................................................................................27
Graph no. 2...................................................................................................28
Graph no. 3...................................................................................................29
Graph no. 4...................................................................................................30
Graph no.5....................................................................................................30
Graph no. 6...................................................................................................31
Graph no. 7...................................................................................................32
Graph no. 8...................................................................................................33
Graph no. 9...................................................................................................33
CHAPTER: 6 DISCUSSION...........................................................................35
CHAPTER: 7 CONCLUSIONS......................................................................37
Recommendations...........................................................................................38
References.......................................................................................................39
Abstract
Pakistan is one of the developing countries that has been subjected to westernisation and
cultural invasion as a result of transmission of western channels and television shows, and the
circumstances stays murky due to a lack of investigation in this region. This analysis was
conducted to define and examine cultural aspects of Pakistani media, as well as to determine
how much it has westernized the society.
For this reason, the consequences of international channels on Pakistani channels have been
investigated, and these consequences have been compared with the consequences on society
using survey data analysis and 2 method of content analysis and survey study. The findings of
a survey show that western television channels are has effected the Pakistani media and are
westernizing the society.

CHAPTER: 1 INTRODUCTION
Culture is described by anthropologists as "the complex whole of understanding, faith, craft,
morality, rule, tradition, and other abilities acquired by people as members of society" (Hill,
2005). Culture is defined as "a framework of common beliefs, values, cultures and arts used
by members of the community to deal with their own nature and each other, and passed down
from generation to generation through learning," according to another definition.
Culture is the bedrock of a civilised community, and it changes with time as beliefs and
standard develop. However, it is a set definition that can change for a variety of reasons. The
expression of the views of other political and economic cultures, social systems, religions,
languages and educational styles is a force that can transform society (Hofstede, 2003).
Pakistani society is extremely diverse, with many ethnic groups each with their own set of
cultural merits and standards. Part of the explanation for this is that the region now known as
Pakistan was occupied by different countries or sections of the people in the past, the most
prominent and most recent being Britain.
Westernization:
Westernization is the process of cultures and countries in other parts of the world adopting
the customs and culture of western Europe, whether through force or influence. As part of the
imperialist phase, Westernization spread across much of the globe, and it resumes to be a big
cultural phenomenon as a result of globalization. It is pointless to debate the benefits and
drawbacks of cultural westernisation because western culture is so deeply ingrained in
Pakistani culture that it has become a part of our national identity. Because of the dominance
of western culture, some truly amazing cultural traditions and practises have been destroyed.
Our society's extreme modernism has obliterated traditional Pakistani culture. The joint
family structure, which was once a defining feature of Pakistani society, has steadily faded.
Many old age homes have sprung up in recent years as the younger generation refuses to care
for their elderly parents. Furthermore, English has supplanted both our regional languages
and our national language, Urdu. Because of the strong western influence, most Pakistanis are
unable to learn about their own cultural traditions, religious celebrations, or social etiquette.
In Pakistan, the idea of Eid is gradually losing its allure. This is because, as a result of media
coverage, Pakistanis' attention has been drawn elsewhere.
People in Pakistan today are more excited about Halloween, Holi, Valentine's Day, and New
Year's Eve, among other holidays. While these festivals are not part of our culture, we find
them to be more enjoyable and prefer to embrace them, abandoning our own traditional
festivals in the process.
Our traditional cultures in Pakistan have taken on a new form as a result of cultural
westernisation. People in Pakistan feel embarrassed to be called Pakistanis, despite the fact
that proud nations take pride in spreading their identity. The most influential cause for this
shift in identity is our society's media freedom, freedom of expression, and freedom of action.
The issue is that Pakistanis are attempting to modernise by being more westernised. Thanks
to radical modernism, our religious traditions are disappearing from our society. The duties of
a Muslim have been ignored for a long time. People in our society have fully followed
western culture because they believe that if they don't, they would go unnoticed if they don't
follow the West.
The role of Media in spreading westernization:
Because of the media, Westernization has spread across our world. Various newscasters and
characters in dramas are seen wearing westernised clothing on the television channels. In
addition, romantic scenes in TV shows are becoming more popular. Even our Lux Style
Awards are decorated and dressed in a western style. Catalogues, magazines, advertisements,
and other materials clearly demonstrate the influence of westernisation in Pakistan.
Catalogues from the Stone Age, for example, can be found. Magazines and some television
shows address highly sensitive topics that would be taboo if our history, tradition, and
religious beliefs were considered. Following western liberal concepts, this is what has
happened to us.
We have lost touch with our own values and principles, and as a result, we are becoming
increasingly entangled in the web of westernisation (so-called progress that is deemed
necessary for development).
Globalization, media and youth:
Youngsters have been described as a circle that is most affected by globalization, especially
cultural globalization, as a result of media (Dolby & Rizvi,2008). They are constantly
engaging with various forms of media, such as films, latest outlets, and the internet, linking
their ownership to global trade trends and the cultural economies that surround it. The same
can be said for the most of Pakistani youngsters. Pakistan's youth population is projected to
be around 84 million people, with 42 million of them aged 15 to 29. (Qamar, Umrani, Fatima,
& Bashir, 2010).
The dangers of cultural uniformity were faced by the possibilities of unprecedented cultural
convergence as a result of rapid growth of mass media. The issue stems from world or global
culture. Similar fears of losing domestic culture and identification are understandably felt by
all the countries in this integrated world, as the unrestricted course of global transmission
poses real danger to the functioning of the cultures of weak and highly economically
dependent societies, especially local 3rd world societies, or some first world societies.
(Hollywood).
For instance, EU policies aim to create a "blockade" to prevent the importation of western
entertainment in the name of "cultural protection". But it is far known that western media is a
highly developed industry, with values that differ from those in the Orient. Although eastern
media opposes cultural assets, the American-led western media empire is not over. In fact, it
is a power station that runs from western media to Indian media and then to the Pakistani
media. Since the 1970s the discussions on cultural westernization by the international media,
initiated by local agents that included nationalist, religious and ethnic organizations and
leaders and the protection of cultural identity has been a hot topic. It is necessary to define
"culture" in order to comprehend the idea of domestic cultural identification. Culture is
described as a person's entire scheme of living, their common attitude, beliefs, aspirations,
and practises, their traditions, art, language, literature, religion, philosophy, and so on.
In a nutshell, culture is a method of living that all individuals of a community share. Their
thoughts, faith, vocabulary, principles, understanding, traditions, and the things they create
are all part of this. Culture is defined by the members of a society's mind or habit behaviours.
Individuals can see it in their behaviour as they participate in different types of learned
behaviour. Every society has a distinct culture that sets it apart from the others. As a result, a
country with a distinct culture has its own distinct identification, which we call the domestic
cultural identification. When we talk about media globalization, we're talking about global
society or global unity, because media has a strong effect on society by impacting the
audience with fast music, entertainment and fast food chains like Mc Donald and Burger
King. The Mc world culture is introduced. Many channels worldwide are popularizing these
things through satellite and televisions.
As a result, "domestic culture" has evolved into a single culture which the first goal of
western media. Western media is eradicating the local culture and creating a single culture
where local culture is given no value anymore. Transnational media concentration and
conglomeration have transformed global media into massive culture industries.
STATEMENT OF PROBLEM
The power of modern mass media production and delivery to carry homogeneous cultural
messages to every corner of the globe. When one society's media dominates the culture of
another, this is known as media imperialism. The medium of cable television is an excellent
example of how media hegemony works. For better or worse, cable TV and satellite
broadcasts have turned the planet into a multicultural village. Our perceptions of the world
and ourselves are shaped by our television viewing habits. Foreign interference and media
imperialism, on the other hand, are pervasive.
It is still unknown what extent global TV through cable and satellites, has influenced our
culture and identification. More people agree that media globalization is a new form of
domination which will kill individual cultures and diversity. This study will be conducted
under the title "Role of Electronic Media in Fostering Westernization in Society" due to the
growing trend of television. The degree to which the media has influenced Pakistani youth
has been investigated in this report. Their views, opinions, and cultural values, in particular,
have they been influenced or do they remain unaffected by the western culture.
SIGNIFICANCE OF STUDY
Latest media innovation creates opportunities for global culture. Satellites and TVs remove
cultural barriers. The global entertainment industry reflects the fantasies of common citizens,
no matter where they reside. Since globalization today requires major social changes, its
impersonation on culture and dialect can be felt in all aspects of life. In this research we will
analyze how our traditional media is influenced by the competition of western media and how
they influence the society. To this end, researchers have analyzed traditional media. This
analysis enhances the value of the study because when domestic media outlets request
changes to foreign channels, spectators are easily convinced to accept those replacements. In
every society it is a fact that the educated class are their true representative which first bring
the change in themselves and then convince the society later. This feature adds to the
significance of study so that in this study young people and well-educated people in
universities are tested.
OBJECTIVES OF THE STUDY
Investigate the essence of media-mediated westernisation and its impact on domestic culture.
• To investigate the word "westernisation" and the mechanism of its adoption around the
world.
• To debate and chart the main characteristics of media globalization.

• To learn more about how people consume media.
• To find out how media affects audiences based on their demographic characteristics.
• To learn more about how people think about fashion and women's clothing.
• To investigate and chart viewers' views of Pakistani channels in terms of how much they
promote the western way of life.
CHAPTER: 2 LITERATURE REVIEW
Cultures dominance and the danger to cultural respect were addressed by the MacBride
committee (1980). The committee found that cultures were at risk because of the strong
influence of certain cultures and practices, even though these nations could be the heirs of old
and rich cultures. As heterogeneity is the most important attribute of culture. (International
Committee for the research of Communication Problems, 1980).
Chiller (1976) in his book "Communication and Cultural dominance” suggested the
utilization of the term "Cultural Colonialism" to explain how an outsized multinational
company, including the media of developed country plays a role in dominating a developing
country.
He has been hailed as best supporters of imperialist ideology. He interpreted that Western
culture produces tons of stories (film, comedy etc.) because they have the cash to do so and
other countries buy these things because it’s cheaper than producing their own. Thus, 3rd
World nations check out media outlets packed with western life, faith and reasoning. The
cultures of the 3rd World then began to demand and do an equivalent in their countries and
destroyed their cultures.
Barrett (1977) researches international relations in his research "media dominance". He
described media dominance as “a procedure by which a country media is under the influence
or is pressurised by media of another country and its structure and content lies in the hand of
that countries media”.
Ogan (1988) suggested that “3rd world consumers of (external) media products will be
influenced by content, external programs and capitalist prices”.
Thussu (2000) in his report 'Indian media - from colonial to global' states: "Globally,
although there are many cultural products, as shown by a network like Zee, the western
media and the US have not diminished.
Tomlinson (1991) in his book" Cultural Imperialism “: A Critical Introduction "states that the
main unease of the media around the world is that the increase in integration, globalization,
and the decline of media companies have become" an unforgettable solution to the capitalist
culture States that cultural values When standards that are not entirely harmless to one
community are accepted or passed on to others, the consequences can be disastrous.
American scholar Vine Deloria, therefore, believes in the essence of Western civilization:
“Unfortunately Western culture does not combine knowledge and morality but integrates
knowledge and power and equals them.”
Cabral (1976) defines cultural domination as “A tragedy where the locals view their own
culture inferior to another culture and thus are dominated by that other culture”
Dominick (2009) maintained that the core objective of media imperialism was to make
cultural dissatisfaction among the audience. He further assessed that exposure to foreign
television channels had resulted negativity among the audience about their own culture.
Whereas, Barrett also updated his own definition of the term by the words that the developing
countries were the target of all the media communication and contents while discussing the
effects of media imperialism.

Chadha and Kavoori (2011) assessed the effects of exposure to foreign media contents. He
added that more exposure to the foreign media contents enhanced the effects of media
dominance and resulted in loss of the local cultures of the developing countries.
Hamelink (1983) found the cultural dependence and the modernization of media industry as
the main factors to be addressed to understand the term media dominance.
Lee (1978) examined the exposure to foreign television contents and its effects on the local
cultures as a key indicator in defining the term. The author added that cultural values of
developing countries were massively negatively affected.
UNESCO in Nairobi, Kenya. As a specialized agency of the United Nations, the mission of
UNESCO includes issues of communication and culture. During the conference, strong
differences arose between Western industrialized nations and developing countries. Led by
the United States, the first group insisted on the "free flow of information" doctrine,
advocating "free trade" in information and media programs without any restrictions. The
second group, concerned by the lack of balance in international media flows, accused
Western countries of invoking the free flow of information
ideology to justify their economic and cultural domination. They argued instead ·for a "free
and balanced flow" of information. The chasm between the two groups was too wide to be
reconciled. This eventually was one of the major reasons given for withdrawal from
UNESCO by the United States and the United Kingdom-which resulted in the de facto fall of
the global media debate.

Governments failed to stop westernization in Pakistan:
Former Ameer Jamaat-e-Islami Qazi Hussain Ahmed has urged the media to keep away radio
programs such as these that undermine Pakistani ideology. Speaking to the media on the
premises of the High Court Qazi Hussain Ahmed said Pakistan's media is promoting the
culture of the west and is doing so for money. He further said that he has written letters to
chief justice and that chief justice has ordered the PERMA to take action against it but
PERMA is not doing its job and he will appear in court again, he also further stated that he
has zero tolerance for those people who watch such television programs and are a part of it
and he will take strict action against the media and channels who promote westernization and
are destroying the local culture of Pakistan for their own personal gain.– SANA
Herman and Chomsky (2002) state that media is the most powerful medium and that the
more economical powerful a country is the more they rule the media and spread their culture
through the means of television as it is the most powerful medium, they further stated that as
west (America) is the most powerful media tycoon so it spread its culture through all the
world by the means of media as anyone in the world can have access to their channels at any
time. Thus, hypnotizing the individuals to think like them, dress like them and follow their
culture.
CHAPTER: 3 THEORITICAL FRAMEWORK
Theories are formulated to explain, predict, and recognize phenomena. The theoretical
framework is the shape which could preserve or assist an idea of a study. The theoretical
framework introduces and describes the idea and explains why the research under study exist.
A theoretical framework consists of standards and, collectively with their definitions and
connection with relevant scholarly literature, existing idea that is used for your specific study.
The theoretical framework needs to show an information of theories and concepts which are
relevant to the subject of your studies paper and that relate to the wider areas of expertise
being taken into consideration.
Cultivation theory
Cultivation idea is a sociological and communications framework; it states that when
individuals use media for too long it has an impact on their attitude and behaviour, this theory
suggest that the longer you are exposed to a specific channel on media the more you will
view reality like that. It was first introduced professor George in the Nineteen Sixties, it was
later explored by Gerbner and Larry gross. When the theory was first proposed, its sole
purpose was to check the impact of media and how it promoted or demoted violence. The
main proposition of the theory is “The more time one spends in the world of television the
more like they are to view the reality of the media aligned with the social reality”
Images and messages that the powerful media displays heavily influence how an individual
should view the world around them and the more time they spend on media the more their
view about the world changes. Cultivation theory studies that how exposure to media for a
long time can change ones view about the world around them.
This theory suggest that attitudes are already there in the society but media takes or choose
those attitudes from the society and then change those attitudes and present them to the
society again. This theory also suggests that media has a huge impact on the audience and can
affect their choices, suggesting that someone who spends more of their time on media will get
influenced by it more than someone who spend less time on media, but most of the time
people consider that they are spending less time on media while in reality they spend most of
their time on media and are unaware of it.
The theory was further studied and then stated that media effects the personal and social
choices of an individual. “obviously advertising doesn’t induce eating disorder any more than
alcoholism”. Kilbourne says “advertisement promotes abusive eating and drinking behaviour
some advertisements also give stress on thickness”. Furthermore, Gerbner stated that media
blurs the visions of people to reality and that it combines people realities and make them into
a single culture, and at last they use that culture to their own advantage or to the advantage of
the sponsors.
Relevance:
Spending more time on media has changed almost every human life in Pakistan in the
following ways:
Family:
The joined family system is an old tradition of Pakistan and it is losing its value and is being
replaced by independent culture. Today's youngsters are inclined toward freedom and liberty.
As a conclusion, we have seen an increase in mental illness, divorce, suicide, and crime. Most
young people spend a good amount of time on social media and end up trying to follow the
values and traditions of western society.
Food:
The idea of home-cooked meal in our culture is been taken over by fast food from restaurants
like KFC, Pizza Hut, and McDonalds and others promoted by the fast food model. Familiar
with western culture, many young people have adopted this food culture in movies or on
television.
Drugs:
The use of too much internet, video games and television has given rise to problems like the
abuse of drugs, violence, and morality. The young generation of Pakistan forms most of the
population of the Pakistan and they are more effected by these things as they are more
vulnerable.
Language:
Our mother language Urdu is being replaced by English. This is due to the too much use of
texting and emailing where English or a combination of English and indigenous languages is
used. All these facts prove that spending too much time on social media or other social media
affects the behaviour or status of people and apparently brings west to Pakistani society.
CHAPTER: 5 METHADOLOGY
In this study the content analysis process was used to analyze how foreign cultural or
recreational products attack and impact on our traditional sources of products and culture.
The researchers conducted a comparative study between Pakistan’s media and western
entertainment channels.
UNIT OF ANALYSIS FOR CULTURAL PRODUCTS
In this study my units of analysis are as follows: Themes, dresses, element of romance,
Background Settings, Language, Drug use, Friendships between men and women, jewellery
and use of Indian-style fashion products, British religious and cultural exhibition, using of hi
instead of Salam.
Analysis reveals that private drama channels of Pakistan are trying to compete with western
channels. Pakistani private channels are met with a challenge on how to come out of the
conservational circle and take a step towards modernism and thus they started copying the
foreign channels.
Therefore, our media channels influenced by the construction of India’s foreign channels
serve as a cultural channel for our viewers and the Pakistani community. When viewers see
that our media is embracing change whether it is about clothing, jewellery, language or other
traditional values such as male actors who can shake hands with female actors’ spectators are
easily induced to accept these changes or at least have freedom of mind which is the first step
towards change.
CONTENT ANALYSIS FINDINGS
During qualitative content analysis of media, it was found out that Pakistani media is
influenced a lot by the films and dramas and music of foreign media and that there is no
policy to stop this invasion and is creating a western culture in Pakistan.
The drama industry of Pakistan has lost its own identification by following the western
industry for showcase, glamor, romance and conflicting themes.
Our media mimics and promotes foreign fashion and styles as our clothing, styles, lifestyle
and speech reflect the growing influence of the foreign fashion industry to the detriment of
our media and culture and society.
Pakistani private media outlets produce and broadcast music and dance shows following a
western pattern where men and women dance together.
Most of the Pakistani channels follow the western channels and also celebrate and arrange
shows like them on their private channels.

EXAMINATION RESEARCH
To calculate the effects of individual (community) outcomes, a Survey study was conducted
that included the following four steps:
1. Choosing an Independent Reading Model
The number of study subjects consists of educated youth selected in Lahore from the age
of 18-24, with cable connection at home. To select a representative sample of the
population, a random sample method was selected as the characteristics of the sample that
included age differences, gender and education. In the survey study a complete sample of
two hundred individuals consisting of fifty percent males and fifty percent females were
selected.
2. Designing a Survey questionnaire
A list of closed-ended questions in writing to obtain the required information from
individuals.
3. Managing the Survey questionnaire
In the meantime, a written questionnaire has been sent to the individuals themselves.
4. Analysis of Research conclusion.
After collecting the data, the survey conclusion was analyzed statistically using the
percentage method.
CHAPTER: 5 FINDINGS
Following results were obtained on the basis of analysis.
1- In survey analysis equal chances were given to both men and women.
2- All of the individuals have cable connection and most of them are the regular viewer
of cable channels.
3- The survey contains individuals from the age of eighteen to twenty-four because this
is the age when they get to know about their culture and norms and can easily
distinguish between good and evil.
4- All of the selected individuals have daily access to television and after survey it was
found out that both the men and women in the survey were medium viewers of
television. See graph no 1.

Graph no. 1
48
46
34
30
16
11
8 7
Male (100) Female (100)
Up to 1 hour 2-3 hours 4 -5 hours More than 5hours
5- Most of the individuals watch television for entertainment purpose whereas female
watch it mostly for time pass, about 20 percent of the men watch informative
programs. See Graph No. 2.
Graph no. 2
37
7
Female (100)
8
48
22
9
Male (100)
16
53
0 10 20 30 40 50 60
Entertainment Information Knowledge Pass Time

6- The most popular channels among female is that of dramas like Star plus and
Pakistani tv channels whereas males prefer more action movie channels like HBO and
other Hollywood channels.
7- About 48 percent of males like to watch television alone whereas 26.5 percent like it
to watch it alongside friends while 25.5 percent of the female’s ratio like to watch
television alongside their family.
8- Males prefer to watch sports, news, films channels more as compared to females,
they most prefer dramas and music. See Graph No. 3.
Graph no. 3
38
30
26
25
24
16
12
10
7
4 4 4
Films Dramas Music News Sports Any other
9- The research show that most of the individuals get inspired about new fashion trends
from entertainment shows on television.
10- One of the findings show that not only did the individuals get inspired by the fashion
trends but about 31 percent Individuals adopts those trends where as 26.5 percent men
adopt it to impress others. See Graph No. 4.

Graph no. 4
Female (100)
Male (100)
To look modern To attract others Social pressure Any other reason
11- About 59 percent of male and females are of the opinion that our dresses are being
westernized by the television. See Graph No. 5.
Graph no.5
71
47
31
24
22
5
Yes To some extent No

12- Another shocking finding of this study is that cable TV channels have increased the
level of acceptance about modernity among individuals as they are not concerned that
our traditional clothing is westernizing.
13- About 76 percent of the individuals agree that private Pakistani channels are
promoting the concept of westernized dresses. See Graph No. 6.
Graph no. 6
12 16
8
12
80
72
Agree Disagree To some extent
14- One of the research studies of the judgment form is that foreign channels increase
English obsession among young people.
15- Research has shown that more than 60% of people have admitted that they are at risk
of exposure to unhealthy and uncontrollable substances through television and that
they get emotionally and mentally disturbed by it. Therefore, it fosters and promotes
bad morals and bad habits in society among young people. See Graph No. 7.
Graph no. 7
Chart Title
0
28
Female (100) 19
36
17
0
12
Male (100) 23
36
29
Strongly Agree Agree To some extent Disagree Strongly Agree2
16- Most spectators are of the view that anointing and the lavish lifestyle presented with
soap and drama drives them away from a satisfying lifestyle and appeals to their
awareness of the situation by recording the materialistic race in their minds.
17- Research has shown that televisions are also affecting the reading habits of most of
the individuals.
18- Another finding of the study was that foreign and private channels corrupted our
thoughts and beliefs by practicing non-Muslim practices based on astrology, palm
reading, numerology, and so on.
19- Most of the individuals believe that television is changing their food culture. The
individuals believe that due advertisements on cable televisions they now prefer food
points such as KFC and Burger King etc.
20- Media channels are eradicating shyness, more courage and a critical attitude can be
seen lately in the community. In answer to this question more than half of the
population, especially men, responded that they were attracted to freedom and
openness in foreign channels. See Graph No. 8.

Graph no. 8
57
47
26 27
23
20
21- A survey has revealed that the majority of people favour celebrating non-Muslim
events and ceremonies i.e. valentine's day, rose day, chocolate day etc. See Graph No.
9.
Graph no. 9
29
Female (100) 32
39
32
Male (100) 15
53
22- Most of the sample yield on cultural and media integration.

23- About 70 percent of the youths believe that they are better than their parents because
they more mature and bolder and knows the todays-world better than their parents.
CHAPTER: 6 DISCUSSION
Globalization is a process that encompasses all aspects of life, but the globalization of the
telecommunications industry has brought a new culture and is taking effect worldwide. As a
result of the development of new communication innovation, cultures are intertwined with
standards from other cultures accepted by other nations. Thus, it introduces a new global
society that transcends the boundaries of any situation - defined as Featherstone and Mcluhan
holding the idea in their books about the emergence of a new global culture.
These global telecommunications regimes control global communication networks to
achieve their goals by encouraging western ideas, values and cultures. This media
controversy has led to the establishment of homogenization and distribution of land.
Thompson supports the common view about the continued growth of world integration,
culture and technology through the media.
The researcher measured international cultural exchange with specific identification of
Pakistan using two research methods. The appropriate content analysis process is used to
evaluate the media on media outcomes by conducting a comparative study between
independent Pakistani media and western media concluding that foreign media channels
appear to have a strong influence on content and its effects and attack our media on the other
hand. those. Foreign satellite entertainment programs have had a major impact on our
telecommunications products.
The media in our country provides inappropriate speculation on western films based on
illegal subjects, dirty, lubricious and compelling stories without retaliating at the same level.
Similarly, independent Pakistani theatre stations have Indian dramas that undermine our
theatre industry. Our media is blindly following the western media and copying their fashion
trends, Pakistani media not only display their movies and songs on their channel but also
follow their culture and traditions by conducting dances shows where men and women dance
together and Pakistan media also follows the trends which are common in the west blindly.
While following the spectator usage pattern the researcher obtained from the hourly view of
32% light observers, 47% of the Individuals looked average and the remaining Individuals
fell under the category of critical observer. Most of them have turned to cable TV network
especially entertainment.
The choice of programs varies between men and women. Women prefer to watch Indian
dramas or tragedies while men mostly like to watch sports and news channel, about 31
percent of the spectators admitted that they follow the fashion trends that are in the
televisions while 21 percent admitted that they follow those trends to impress others.
The majority of Individuals are of the opinion that women's clothing is made in the west and
76% of Individuals agreed that the change in dress code is due to the cable TV network
mainly due to independent Pakistani channels as they play an important role in promoting
western lifestyles.
CHAPTER: 7 CONCLUSIONS
The Pakistan culture is being supressed by the western culture through media and youths are
get inspired by the trends and fashion that they see through tv shows. Our language and
culture are being destroyed by the alien channels, the young generation feels a sense of guilt
while using their national language while English is seen more of an elite class language.
People are turning to the luxury and splendour of life. They love to eat in expensive hotels as
well as to celebrate unnecessary events which produces class division in the society.
Schiller (1976) in his book "Communication and Culture domination” suggested that
developing countries when watches the media which is full of western culture and their
religion then the want to follow that culture which in turns leads to the destruction of their
own culture and beliefs.
Ogan (1988) also shared the same view and suggested “the more the youths spend time on the
internet or televisions the more they will tend to destroy their own culture” because the
televisions are controlling the minds of youth today, whatever they watch have an impact on
them up to some degree, youths are exposed to every kind of channels now-a-days which
even include adult channels and on daily basis are exposed to the promotion of tobacco on
these channels.
Similarly, Hamelink (1983) proposed that by cultural domination it is meant that when
countries with developed culture or should I say developed countries try to dominate the
culture of an under developing country and imposes their views, belief, and traditions on
them. As today every single youth spends more time on the media so they are more at risk to
the culture domination than the older generation.

Recommendations
1. The influence of foreign media on Pakistani media should be kept in check.
2. Pakistani media should focus more on their own culture.
3. Pakistani television and shows should promote their culture.
4. Private channels should keep the show time of foreign movies and dramas to the
minimum.
5. Youth should participate in cultural and traditional activities.
6. The use of Urdu should be given preference over the use of English.
7. Pakistani media should host programs that are unethical and disgrace the culture of
Pakistan.
8. Pakistan media should make more movies about their own culture rather than copying
the western movies.
9. A strict check on youth and children should be kept and their television and media
consumption should be kept to the minimum.
10. Promotion of unethical culture like the boys and girl’s friendship should be strongly
discouraged.
11. Government should keep strict check on private channels and should check what kind
of movies or dramas they are presenting to the youth.
12. The reading culture should be brought back.

References
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Barrett (1977) “Media Imperialism”
Ogan (1988)”Axiom of Cultural Imperialism”
Hamelink (1983). “Cultural Synchronization”
Galtung (1979) “structural imperialism.
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Morozova, E. (2010, Feb). Mass media influence on the national language in the epoch of
globalization.
1. Abstract
2.
3. Pakistan is one of the developing countries that has been subjected to westernisation
and cultural invasion as a result of transmission of western channels and television
shows, and the circumstances stays murky due to a lack of investigation in this
region. This analysis was conducted to define and examine cultural aspects of
Pakistani media, as well as to determine how much it has westernized the society.
4. For this reason, the consequences of international channels on Pakistani channels
have been investigated, and these consequences have been compared with the
consequences on society using survey data analysis and 2 method of content analysis
and survey study. The findings of a survey show that western television channels are
has effected the Pakistani media and are westernizing the society.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24. Introduction:
25. Culture is described by anthropologists as "the complex whole of understanding,
faith, craft, morality, rule, tradition, and other abilities acquired by people as
members of society" (Hill, 2005). Culture is defined as "a framework of common
beliefs, values, cultures and arts used by members of the community to deal with
their own nature and each other, and passed down from generation to generation
through learning," according to another definition.
26. Culture is the bedrock of a civilised community, and it changes with time as beliefs
and standard develop. However, it is a set definition that can change for a variety of
reasons. The expression of the views of other political and economic cultures, social
systems, religions, languages and educational styles is a force that can transform
society (Hofstede, 2003).
27. Pakistani society is extremely diverse, with many ethnic groups each with their own
set of cultural merits and standards. Part of the explanation for this is that the
region now known as Pakistan was occupied by different countries or sections of the
people in the past, the most prominent and most recent being Britain.
28. Westernization:
29. Westernization is the process of cultures and countries in other parts of the world
adopting the customs and culture of western Europe, whether through force or
influence. As part of the imperialist phase, Westernization spread across much of
the globe, and it resumes to be a big cultural phenomenon as a result of
globalization. It is pointless to debate the benefits and drawbacks of cultural
westernisation because western culture is so deeply ingrained in Pakistani culture
that it has become a part of our national identity. Because of the dominance of
western culture, some truly amazing cultural traditions and practises have been
destroyed.
30. Our society's extreme modernism has obliterated traditional Pakistani culture. The
joint family structure, which was once a defining feature of Pakistani society, has
steadily faded. Many old age homes have sprung up in recent years as the younger
generation refuses to care for their elderly parents. Furthermore, English has
supplanted both our regional languages and our national language, Urdu. Because
of the strong western influence, most Pakistanis are unable to learn about their own
cultural traditions, religious celebrations, or social etiquette. In Pakistan, the idea of
Eid is gradually losing its allure. This is because, as a result of media coverage,
Pakistanis' attention has been drawn elsewhere.
31. People in Pakistan today are more excited about Halloween, Holi, Valentine's Day,
and New Year's Eve, among other holidays. While these festivals are not part of our
culture, we find them to be more enjoyable and prefer to embrace them,
abandoning our own traditional festivals in the process.
32. Our traditional cultures in Pakistan have taken on a new form as a result of cultural
westernisation. People in Pakistan feel embarrassed to be called Pakistanis, despite
the fact that proud nations take pride in spreading their identity. The most
influential cause for this shift in identity is our society's media freedom, freedom of
expression, and freedom of action.
33. The issue is that Pakistanis are attempting to modernise by being more westernised.
Thanks to radical modernism, our religious traditions are disappearing from our
society. The duties of a Muslim have been ignored for a long time. People in our
society have fully followed western culture because they believe that if they don't,
they would go unnoticed if they don't follow the West.
34. The role of Media in spreading westernization:
35. Because of the media, Westernization has spread across our world. Various
newscasters and characters in dramas are seen wearing westernised clothing on the
television channels. In addition, romantic scenes in TV shows are becoming more
popular. Even our Lux Style Awards are decorated and dressed in a western style.
Catalogues, magazines, advertisements, and other materials clearly demonstrate the
influence of westernisation in Pakistan. Catalogues from the Stone Age, for
example, can be found. Magazines and some television shows address highly
sensitive topics that would be taboo if our history, tradition, and religious beliefs
were considered. Following western liberal concepts, this is what has happened to
us.
36. We have lost touch with our own values and principles, and as a result, we are
becoming increasingly entangled in the web of westernisation (so-called progress
that is deemed necessary for development).
37. Globalization, media and youth:
38. Youngsters have been described as a circle that is most affected by globalization,
especially cultural globalization, as a result of media (Dolby & Rizvi,2008). They are
constantly engaging with various forms of media, such as films, latest outlets, and
the internet, linking their ownership to global trade trends and the cultural
economies that surround it. The same can be said for the most of Pakistani
youngsters. Pakistan's youth population is projected to be around 84 million people,
with 42 million of them aged 15 to 29. (Qamar, Umrani, Fatima, & Bashir, 2010).
39. The dangers of cultural uniformity were faced by the possibilities of unprecedented
cultural convergence as a result of rapid growth of mass media. The issue stems
from world or global culture. Similar fears of losing domestic culture and
identification are understandably felt by all the countries in this integrated world,
as the unrestricted course of global tranmission poses real danger to the functioning
of the cultures of weak and highly economically dependent societies, especially local
3rd world societies, or some first world societies. (Hollywood).
40. For instance, EU policies aim to create a "blockade" to prevent the importation of
western entertainment in the name of "cultural protection". But it is far known that
western media is a highly developed industry, with values that differ from those in
the Orient. Although eastern media opposes cultural assets, the American-led
western media empire is not over. In fact, it is a power station that runs from
western media to Indian media and then to the Pakistani media. Since the 1970s the
discussions on cultural westernization by the international media, initiated by local
agents that included nationalist, religious and ethnic organizations and leaders and
the protection of cultural identity has been a hot topic. It is necessary to define
"culture" in order to comprehend the idea of domestic cultural identification.
Culture is described as a person's entire scheme of living, their common attitude,
beliefs, aspirations, and practises, their traditions, art, language, literature, religion,
philosophy, and so on.
41. In a nutshell, culture is a method of living that all individuals of a community share.
Their thoughts, faith, vocabulary, principles, understanding, traditions, and the
things they create are all part of this. Culture is defined by the members of a
society's mind or habit behaviours. Individuals can see it in their behaviour as they
participate in different types of learned behaviour. Every society has a distinct
culture that sets it apart from the others. As a result, a country with a distinct
culture has its own distinct identification, which we call the domestic cultural
identification. When we talk about media globalization, we're talking about global
society or global unity, because media has a strong effect on society by impacting
the audience with fast music, entertainment and fast food chains like Mc Donald
and Burger King. The Mc world culture is introduced. Many channels worldwide
are popularizing these things through satellite and televisions.
42. As a result, "domestic culture" has evolved into a single culture which the first goal
of western media. Western media is eradicating the local culture and creating a
single culture where local culture is given no value anymore. Transnational media
concentration and conglomeration have transformed global media into massive
culture industries.
43. STATEMENT OF PROBLEM
44. The power of modern mass media production and delivery to carry homogeneous
cultural messages to every corner of the globe. When one society's media dominates
the culture of another, this is known as media imperialism. The medium of cable
television is an excellent example of how media hegemony works. For better or
worse, cable TV and satellite broadcasts have turned the planet into a multicultural
village. Our perceptions of the world and ourselves are shaped by our television
viewing habits. Foreign interference and media imperialism, on the other hand, are
pervasive.
45. It is still unknown what extent global TV through cable and satellites, has
influenced our culture and identification. More people agree that media
globalization is a new form of domination which will kill individual cultures and
diversity. This study will be conducted under the title "Role of Electronic Media in
Fostering Westernization in Society" due to the growing trend of television. The
degree to which the media has influenced Pakistani youth has been investigated in
this report. Their views, opinions, and cultural values, in particular, have they been
influenced or do they remain unaffected by the western culture.
46. SIGNIFICANCE OF STUDY
47. Latest media innovation creates opportunities for global culture. Satellites and TVs
remove cultural barriers. The global entertainment industry reflects the fantasies of
common citizens, no matter where they reside. Since globalization today requires
major social changes, its impersonation on culture and dialect can be felt in all
aspects of life. In this research we will analyze how our traditional media is
influenced by the competition of western media and how they influence the society.
To this end, researchers have analyzed traditional media. This analysis enhances the
value of the study because when domestic media outlets request changes to foreign
channels, spectators are easily convinced to accept those replacements. In every
society it is a fact that the educated class are their true representative which first
bring the change in themselves and then convince the society later. This feature
adds to the significance of study so that in this study young people and well-
educated people in universities are tested.
48. OBJECTIVES OF THE STUDY
49. Investigate the essence of media-mediated westernisation and its impact on domestic
culture.
50. • To investigate the word "westernisation" and the mechanism of its adoption
around the world.
51. • To debate and chart the main characteristics of media globalization.
52. • To learn more about how people consume media.
53. • To find out how media affects audiences based on their demographic
characteristics.
54. • To learn more about how people think about fashion and women's clothing.
55. • To investigate and chart viewers' views of Pakistani channels in terms of how
much they promote the western way of life.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68. LITERATURE REVIEW
69. Cultures dominance and the danger to cultural respect were addressed by the
MacBride committee (1980). The committee found that cultures were at risk
because of the strong influence of certain cultures and practices, even though these
nations could be the heirs of old and rich cultures. As heterogeneity is the most
important attribute of culture. (International Committee for the research of
Communication Problems, 1980).
70. Chiller (1976) in his book "Communication and Cultural dominance” suggested the
utilization of the term "Cultural Colonialism" to explain how an outsized
multinational company, including the media of developed country plays a role in
dominating a developing country. He has been hailed as best supporters of
imperialist ideology. He interpreted that Western culture produces tons of stories
(film, comedy etc.) because they have the cash to do so and other countries buy these
things because it’s cheaper than producing their own. Thus, 3rd World nations
check out media outlets packed with western life, faith and reasoning. The cultures
of the 3rd World then began to demand and do an equivalent in their countries and
destroyed their cultures.
71. Barrett (1977) researches international relations in his research "media
dominance". He described media dominance as “a procedure by which a country
media is under the influence or is pressurised by media of another country and its
structure and content lies in the hand of that countries media ”.
72. Ogan (1988) suggested that “3rd world consumers of (external) media products will
be influenced by content, external programs and capitalist prices”.
73. Thussu (2000) in his report 'Indian media - from colonial to global' states:
"Globally, although there are many cultural products, as shown by a network like
Zee, the western media and the US have not diminished. Tomlinson (1991) in his
book" Cultural Imperialism “: A Critical Introduction "states that the main unease
of the media around the world is that the increase in integration, globalization, and
the decline of media companies have become" an unforgettable solution to the
capitalist culture (1983). ") States that cultural values When standards that are not
entirely harmless to one community are accepted or passed on to others, the
consequences can be disastrous.
74. American scholar Vine Deloria, therefore, believes in the essence of Western
civilization: “Unfortunately Western culture does not combine knowledge and
morality but integrates knowledge and power and equals them.”
75. Governments failed to stop westernization in Pakistan:
76. Former Ameer Jamaat-e-Islami Qazi Hussain Ahmed has urged the media to keep
away radio programs such as these that undermine Pakistani ideology. Speaking to
the media on the premises of the High Court Qazi Hussain Ahmed said Pakistan's
media is promoting the culture of the west and is doing so for money. He further
said that he has written letters to chief justice and that chief justice has ordered the
PERMA to take action against it but PERMA is not doing its job and he will appear
in court again, he also further stated that he has zero tolerance for those people who
watch such television programs and are a part of it and he will take strict action
against the media and channels who promote westernization and are destroying the
local culture of Pakistan for their own personal gain.– SANA
77. Herman and Chomsky (2002) state that media is the most powerful medium and
that the more economical powerful a country is the more they rule the media and
spread their culture through the means of television as it is the most powerful
medium, they further stated that as west (America) is the most powerful media
tycoon so it spread its culture through all the world by the means of media as
anyone in the world can have access to their channels at any time. Thus,
hypnotizing the individuals to think like them, dress like them and follow their
culture.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100. Theoretical framework
101. Theories are formulated to explain, predict, and recognize phenomena. The
theoretical framework is the shape which could preserve or assist an idea of a study.
The theoretical framework introduces and describes the idea and explains why the
research under study exist. A theoretical framework consists of standards and,
collectively with their definitions and connection with relevant scholarly literature,
existing idea that is used for your specific study. The theoretical framework needs to
show an information of theories and concepts which are relevant to the subject of
your studies paper and that relate to the wider areas of expertise being taken into
consideration.
102. Cultivation theory
103. Cultivation idea is a sociological and communications framework; it states that
when individuals use media for too long it has an impact on their attitude and
behaviour, this theory suggest that the longer you are exposed to a specific channel
on media the more you will view reality like that. It was first introduced professor
George in the Nineteen Sixties, it was later explored by Gerbner and Larry gross.
When the theory was first proposed, its sole purpose was to check the impact of
media and how it promoted or demoted violence. The main proposition of the
theory is “The more time one spends in the world of television the more like they
are to view the reality of the media aligned with the social reality”
104. Images and messages that the powerful media displays heavily influence how an
individual should view the world around them and the more time they spend on
media the more their view about the world changes. Cultivation theory studies that
how exposure to media for a long time can change ones view about the world
around them.
105. This theory suggest that attitudes are already there in the society but media
takes or choose those attitudes from the society and then change those attitudes and
present them to the society again. This theory also suggests that media has a huge
impact on the audience and can affect their choices, suggesting that someone who
spends more of their time on media will get influenced by it more than someone who
spend less time on media, but most of the time people consider that they are
spending less time on media while in reality they spend most of their time on media
and are unaware of it.
106. The theory was further studied and then stated that media effects the personal
and social choices of an individual. “obviously advertising doesn’t induce eating
disorder any more than alcoholism”. Kilbourne says “advertisement promotes
abusive eating and drinking behaviour some advertisements also give stress on
thickness”. Furthermore, Gerbner stated that media blurs the visions of people to
reality and that it combines people realities and make them into a single culture,
and at last they use that culture to their own advantage or to the advantage of the
sponsors.
107. Relevance:
108. Spending more time on media has changed almost every human life in Pakistan
in the following ways:
109. Family:
110. The joined family system is an old tradition of Pakistan and it is losing its value
and is being replaced by independent culture. Today's youngsters are inclined
toward freedom and liberty. As a conclusion, we have seen an increase in mental
illness, divorce, suicide, and crime. Most young people spend a good amount of time
on social media and end up trying to follow the values and traditions of western
society.
111. Food:
112. The idea of home-cooked meal in our culture is been taken over by fast food
from restaurants like KFC, Pizza Hut, and McDonalds and others promoted by the
fast food model. Familiar with western culture, many young people have adopted
this food culture in movies or on television.
113. Drugs:
114. The use of too much internet, video games and television has given rise to
problems like the abuse of drugs, violence, and morality. The young generation of
Pakistan forms most of the population of the Pakistan and they are more effected by
these things as they are more vulnerable.
115. Language:
116. Our mother language Urdu is being replaced by English. This is due to the too
much use of texting and emailing where English or a combination of English and
indigenous languages is used. All these facts prove that spending too much time on
social media or other social media affects the behaviour or status of people and
apparently brings west to Pakistani society.
117.
118.
119.
120.
121.
122.
123.
124.
125.
126. Methodology:
127. In this study the content analysis process was used to analyze how foreign
cultural or recreational products attack and impact on our traditional sources of
products and culture. The researchers conducted a comparative study between
Pakistan’s media and western entertainment channels.
128. UNIT OF ANALYSIS FOR CULTURAL PRODUCTS
129. In this study my units of analysis are as follows: Themes, dresses, element of
romance, Background Settings, Language, Drug use, Friendships between men and
women, jewellery and use of Indian-style fashion products, British religious and
cultural exhibition, using of hi instead of Salam.
130. Analysis reveals that private drama channels of Pakistan are trying to compete
with western channels. Pakistani private channels are met with a challenge on how
to come out of the conservational circle and take a step towards modernism and
thus they started copying the foreign channels.
131. Therefore, our media channels influenced by the construction of India’s foreign
channels serve as a cultural channel for our viewers and the Pakistani community.
When viewers see that our media is embracing change whether it is about clothing,
jewellery, language or other traditional values such as male actors who can shake
hands with female actors’ spectators are easily induced to accept these changes or at
least have freedom of mind which is the first step towards change.
132. CONTENT ANALYSIS FINDINGS
133. During qualitative content analysis of media, it was found out that Pakistani
media is influenced a lot by the films and dramas and music of foreign media and
that there is no policy to stop this invasion and is creating a western culture in
Pakistan.
134. The drama industry of Pakistan has lost its own identification by following the
western industry for showcase, glamor, romance and conflicting themes.
135. Our media mimics and promotes foreign fashion and styles as our clothing,
styles, lifestyle and speech reflect the growing influence of the foreign fashion
industry to the detriment of our media and culture and society.
136. Pakistani private media outlets produce and broadcast music and dance shows
following a western pattern where men and women dance together.
137. Most of the Pakistani channels follow the western channels and also celebrate
and arrange shows like them on their private channels.
138. EXAMINATION RESEARCH
139. To calculate the effects of individual (community) outcomes, a Survey study was
conducted that included the following four steps:
140. 1. Choosing an Independent Reading Model
141. The number of study subjects consists of educated youth selected in Lahore from
the age of 18-24, with cable connection at home. To select a representative sample of
the population, a random sample method was selected as the characteristics of the
sample that included age differences, gender and education. In the survey study a
complete sample of two hundred individuals consisting of fifty percent males and
fifty percent females were selected.
142. 2. Designing a Survey questionnaire
143. A list of closed-ended questions in writing to obtain the required information
from individuals.
144. 3. Managing the Survey questionnaire
145. In the meantime, a written questionnaire has been sent to the individuals
themselves.
146. 4. Analysis of Research conclusion.
147. After collecting the data, the survey conclusion was analyzed statistically using
the percentage method.
148.
149.
150.
151.
152.
153.
154.
155.
156.
157.
158.
159.
160.
161. Findings
162. Following results were obtained on the basis of analysis.
163. In survey analysis equal chances were given to both men and women.
164. All of the individuals have cable connection and most of them are the regular
viewer of cable channels.
165. The survey contains individuals from the age of eighteen to twenty-four because
this is the age when they get to know about their culture and norms and can easily
distinguish between good and evil.
166. All of the selected individuals have daily access to television and after survey it
was found out that both the men and women in the survey were medium viewers of
television. See graph no 1.
167. Graph no. 1
168.
169. Most of the individuals watch television for entertainment purpose whereas
female watch it mostly for time pass, about 20 percent of the men watch informative
programs. See Graph No. 2.
170. Graph no. 2
171.
172. The most popular channels among female is that of dramas like Star plus and
Pakistani tv channels whereas males prefer more action movie channels like HBO
and other Hollywood channels.
173. About 48 percent of males like to watch television alone whereas 26.5 percent
like it to watch it alongside friends while 25.5 percent of the female’s ratio like to
watch television alongside their family.
174. Males prefer to watch sports, news, films channels more as compared to females,
they most prefer dramas and music. See Graph No. 3.
175. Graph no. 3
176.
177.
178. The research show that most of the individuals get inspired about new fashion
trends from entertainment shows on television.
179. One of the findings show that not only did the individuals get inspired by the
fashion trends but about 31 percent Individuals adopts those trends where as 26.5
percent men adopt it to impress others. See Graph No. 4.
180. Graph no. 4
181.
182.
183. About 59 percent of male and females are of the opinion that our dresses are
being westernized by the television. See Graph No. 5.
184. Graph no.5
185.
186. Another shocking finding of this study is that cable TV channels have increased
the level of acceptance about modernity among individuals as they are not
concerned that our traditional clothing is westernizing.
187. About 76 percent of the individuals agree that private Pakistani channels are
promoting the concept of westernized dresses. See Graph No. 6.
188. Graph no. 6
189.
190. One of the research studies of the judgment form is that foreign channels
increase English obsession among young people.
191. Research has shown that more than 60% of people have admitted that they are
at risk of exposure to unhealthy and uncontrollable substances through television
and that they get emotionally and mentally disturbed by it. Therefore, it fosters and
promotes bad morals and bad habits in society among young people. See Graph No.
7.
192. Graph no. 7
193.
194. Most spectators are of the view that anointing and the lavish lifestyle presented
with soap and drama drives them away from a satisfying lifestyle and appeals to
their awareness of the situation by recording the materialistic race in their minds.
195. Research has shown that televisions are also affecting the reading habits of most
of the individuals.
196. Another finding of the study was that foreign and private channels corrupted
our thoughts and beliefs by practicing non-Muslim practices based on astrology,
palm reading, numerology, and so on.
197. Most of the individuals believe that television is changing their food culture. The
individuals believe that due advertisements on cable televisions they now prefer
food points such as KFC and Burger King etc.
198. Media channels are eradicating shyness, more courage and a critical attitude can
be seen lately in the community. In answer to this question more than half of the
population, especially men, responded that they were attracted to freedom and
openness in foreign channels. See Graph No. 8.
199. Graph no. 8
200.
201. A survey has revealed that the majority of people favour celebrating non-Muslim
events and ceremonies i.e. valentine's day, rose day, chocolate day etc. See Graph
No. 9.
202. Graph no. 9
203.
204. Most of the sample yield on cultural and media integration.
205. About 70 percent of the youths believe that they are better than their parents
because they more mature and bolder and knows the todays-world better than their
parents.
206.
207.
208.
209.
210.
211.
212.
213.
214.
215.
216.
217.
218.
219. DISCUSSION
220. Globalization is a process that encompasses all aspects of life, but the
globalization of the telecommunications industry has brought a new culture and is
taking effect worldwide. As a result of the development of new communication
innovation, cultures are intertwined with standards from other cultures accepted by
other nations. Thus, it introduces a new global society that transcends the
boundaries of any situation - defined as Featherstone and Mcluhan holding the idea
in their books about the emergence of a new global culture. These global
telecommunications regimes control global communication networks to achieve
their goals by encouraging western ideas, values and cultures. This media
controversy has led to the establishment of homogenization and distribution of land.
Thompson supports the common view about the continued growth of world
integration, culture and technology through the media. The researcher measured
international cultural exchange with specific identification of Pakistan using two
research methods. The appropriate content analysis process is used to evaluate the
media on media outcomes by conducting a comparative study between independent
Pakistani media and western media concluding that foreign media channels appear
to have a strong influence on content and its effects and attack our media on the
other hand. those. Foreign satellite entertainment programs have had a major
impact on our telecommunications products.
221. The media in our country provides inappropriate speculation on western films
based on illegal subjects, dirty, lubricious and compelling stories without retaliating
at the same level. Similarly, independent Pakistani theatre stations have Indian
dramas that undermine our theatre industry. Our media is blindly following the
western media and copying their fashion trends, Pakistani media not only display
their movies and songs on their channel but also follow their culture and traditions
by conducting dances shows where men and women dance together and Pakistan
media also follows the trends which are common in the west blindly.
222. While following the spectator usage pattern the researcher obtained from the
hourly view of 32% light observers, 47% of the Individuals looked average and the
remaining Individuals fell under the category of critical observer. Most of them
have turned to cable TV network especially entertainment.
223. The choice of programs varies between men and women. Women prefer to watch
Indian dramas or tragedies while men mostly like to watch sports and news
channel, about 31 percent of the spectators admitted that they follow the fashion
trends that are in the televisions while 21 percent admitted that they follow those
trends o impress others.
224. The majority of Individuals are of the opinion that women's clothing is made in
the west and 76% of Individuals agreed that the change in dress code is due to the
cable TV network mainly due to independent Pakistani channels as they play an
important role in promoting western lifestyles.
225.
226.
227.
228. Conclusion
229. The Pakistan culture is being supressed by the western culture through media
and youths are get inspired by the trends and fashion that they see through tv
shows. Our language and culture are being destroyed by the alien channels, the
young generation feels a sense of guilt while using their national language while
English is seen more of an elite class language. People are turning to the luxury and
splendour of life. They love to eat in expensive hotels as well as to celebrate
unnecessary events which produces class division in the society.
230. Schiller (1976) in his book "Communication and Culture domination” suggested
that developing countries when watches the media which is full of western culture
and their religion then the want to follow that culture which in turns leads to the
destruction of their own culture and beliefs.
231. Ogan (1988) also shared the same view and suggested “the more the youths
spend time on the internet or televisions the more they will tend to destroy their own
culture” because the televisions are controlling the minds of youth today, whatever
they watch have an impact on them up to some degree, youths are exposed to every
kind of channels now-a-days which even include adult channels and on daily basis
are exposed to the promotion of tobacco on these channels.
232. Similarly, Hamelink (1983) proposed that by cultural domination it is meant that
when countries with developed culture or should i say developed countries try to
dominate the culture of an under developing country and imposes their views,
belief, and traditions on them. As today every single youth spends more time on the
media so they are more at risk to the culture domination than the older generation.
233.
234. References
235. Hamelink,Cees.J.(1994). The Politics of World Communication. London: Sage
Publications Mass Communication Context - retrieved from www.Cultural
Imperialism Mass Communication Context.html
236. Boyed-Barett, O. (1982). “Cultural dependency and the Mass Media”. In
Culture, Society and the Media (ed. by M.Gurevitch, J.Curran). London: Methuen
Publishers
237. Reconsidering cultural imperialism theory – retrieved from
www.TBSreconsideeringCulturalImperialismTheory.htm
238. Thussu (2000). Indian Media – from colonial to global - retrieved from
www.Imperium-Home.htm.
239. Tomlinson, J. (1991). Cultural Imperialism: A critical Introduction. New York:
Printer Publishers.
240. MacBride Commission (1980) “Cultural domination and the threat to cultural
identity”
241. Non-Aligned Summit (1973) at Algiers “Foreign ideological domination”
242. Schiller, Herbert. (1976). Communication and Cultural Domination.
International Arts and Sciences Press. New York: North Broadway.
243. Barrett (1977) “Media Imperialism”
244. Ogan (1988)”Axiom of Cultural Imperialism”
245. Hamelink (1983). “Cultural Synchronization”
246. Galtung (1979) “structural imperialism.
247. Barker, C. (1999). Television, globalization and cultural identities.
248. Philadelphia: Open University Press.
249. Burton, G. (2002). More than meets the Eye: An introduction to media
250. studies. London: Hodder Education Publishers.
251. Carey, J. W. (2002). Globalization isn‟t new; Anti-globalization isn‟t
252. either: September 11 and the history of nations. Prometheus,
253. 20(3), 289-294.
254. Gerbner, G., & Gross, L. (1976). Living with television: The violence
255. profile. Journal of Communication, 26 (2), 173–199.
256. Herman, E. S., & Chomsky, N. (2002). Manufacturing consent: The
257. political economy of the mass media. New York: Pantheon.
258. Imade, L. O. (2003). The two faces of globalization: Impoverishment or
259. prosperity? Retrieved from
260. globalization.icaap.org/content/v3.1/01_imade.html
261. Kellner, D. (1990). Television and the crisis of democracy. Boulder:
262. Westview Press.
263. Kraidy, M. M. (2002). Globalization of culture through the media.
264. Encyclopedia of Communication and Information, 359-363.
265. Krugman, P., & Verables, A. J. (1995). "Globalisation and the
266. inequality of nations". Quarterly Journal of Economics, 110, 857-
267. 880
268. McChesney, R. W., & Nichols, J. (2000). It’s the media, stupid. New
269. York: Seven Stories Press
270. McPhail, T. L. (1987). Electronic colonialism: The future of international
271. broadcasting and communication. Newbury Park, CA: Sage
272. Publications
273. Morozova, E. (2010, Feb). Mass media influence on the national
274. language in the epoch of globalization. Retrieved from
275.
276. 3. Pakistani independent media channels are producing and telecasting the music &
dance
277. shows by following the Indian pattern in which boys and girls dance together
278. 4. Pakistani independent channels are broadcasting foreign film festivals & shows and
are
279. following their footsteps by arranging such shows on their own media channels.
280. SURVEY RESEARCH
281. In order to measure the media to individual (society) effects, Survey research
technique has been
282. carried out which entails four followings steps:
283. 2. Our media is imitating and promoting foreign fashions & styles as our dresses,
trends, life
284. style & way of speaking are evident of the fact that the growing influence of the
foreign
285. fashion industry is corrupting our media as well as culture and society.
dance
are
technique has been
trends, life
foreign
dance
are
technique has been
trends, life
foreign
dance
are
trends, life
foreign
dance
are
317. ur media is imitating and promoting foreign fashions & styles as our dresses, trends,
life
foreign
319. fashion industry is corrupting our media as well as culture and society
320. 2- Designing a Survey Questionnaire
321. Questionnaire with closed ended questions has been designed in written form to get
the required
322. information from the Individuals or sample.
323. 3. Administering the Survey Questionnaire
324. At this step the written Questionnaire were personally delivered to the Individuals.
325. 4- Analyzing Survey Results
326. After collecting survey data, the survey results have been tabulated and analyzed
statistically by
327. using the percentage method.
328. 2- Designing a Survey Questionnaire
the required
330. information from the Individuals or sample.
332. At this step the written Questionnaire were personally delivered to the respondents.
statistically by
335. using the percentage method.
336. esigning a Survey Questionnaire
the required
338. information from the respondents or sample.
340. At this step the written Questionnaire were personally delivered to the respondents.
statistically by
343. using the percentage method

Role of Electronic Media in Promoting Westernization in Society

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Role of Electronic Media in Promoting Westernization in Society

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Role of electronic media in promoting

how much it has westernized the society.

westernizing the society.

Culture is described by anthropologists as "the complex whole of understanding, faith, craft,

from generation to generation through learning," according to another definition.

prominent and most recent being Britain.

cultural phenomenon as a result of globalization. It is pointless to debate the benefits and

drawbacks of cultural westernisation because western culture is so deeply ingrained in

coverage, Pakistanis' attention has been drawn elsewhere.

festivals in the process.

follow the West.

The role of Media in spreading westernization:

and other materials clearly demonstrate the influence of westernisation in Pakistan.

increasingly entangled in the web of westernisation (so-called progress that is deemed

necessary for development).

Globalization, media and youth:

& Bashir, 2010).

"culture" in order to comprehend the idea of domestic cultural identification. Culture is

things through satellite and televisions.

conglomeration have transformed global media into massive culture industries.

imperialism, on the other hand, are pervasive.

universities are tested.

OBJECTIVES OF THE STUDY

• To debate and chart the main characteristics of media globalization.

promote the western way of life.

CHAPTER: 2 LITERATURE REVIEW

Committee for the research of Communication Problems, 1980).

utilization of the term "Cultural Colonialism" to explain how an outsized multinational

destroyed their cultures.

Barrett (1977) researches international relations in his research "media dominance". He

that countries media”.

influenced by content, external programs and capitalist prices”.

media and the US have not diminished.

community are accepted or passed on to others, the consequences can be disastrous.

knowledge and power and equals them.”

effects of media imperialism.

the main factors to be addressed to understand the term media dominance.

developing countries were massively negatively affected.

Western countries of invoking the free flow of information

the global media debate.

being taken into consideration.

Cultivation idea is a sociological and communications framework; it states that when

their time on media and are unaware of it.

values and traditions of western society.

UNIT OF ANALYSIS FOR CULTURAL PRODUCTS

CONTENT ANALYSIS FINDINGS

policy to stop this invasion and is creating a western culture in Pakistan.

industry for showcase, glamor, romance and conflicting themes.

our media and culture and society.

western pattern where men and women dance together.

shows like them on their private channels.

that included the following four steps:

1. Choosing an Independent Reading Model

of 18-24, with cable connection at home. To select a representative sample of the

2. Designing a Survey questionnaire

A list of closed-ended questions in writing to obtain the required information from

3. Managing the Survey questionnaire

4. Analysis of Research conclusion.

Following results were obtained on the basis of analysis.

distinguish between good and evil.

television. See graph no 1.

Male (100) Female (100)

Up to 1 hour 2-3 hours 4 -5 hours More than 5hours

programs. See Graph No. 2.