Claim: The mass media has reinforced dominant cultural norms and values on a

widespread scale, leading to the erosion of local customs and the absorption of foreign
cultural practices.
Sub - claim 1: The mass media is a significant agent in disseminating dominant cultural
values to diverse cultures, thereby establishing their adoption and integration into various
aspects of daily life, such as fashion, cuisine, and music.
Ground 1: According to the study of Bryce T. McIntyre Ph.D. in 2003 in Hong Kong, he
claimed that Asia in the past few years has witnessed explosive growth in delivery
systems for Western television programs and other cultural products.
Ground 2: Due to globalization and mass media involvement from a few decades,
Pakistani culture is controlled by Western culture incessantly, especially in cities of
Pakistan. The findings also showed that even the tiny information of everyday life has
been pretentious by Western culture through equally positive and negative aspects that
are also affecting Pakistani culture. The social order of Pakistan accepts the effects of
West and modernization, permitting to native requirements and apprehensions. For
instance, wearing a scarf and short shirt with oriental jeans, fraternization campsite,
collaborating music, and weddings of love and so on (Rana & Chishti, 2017).
→ conclusion for sub-claim 1: The mass media assumes a considerable function in the
transmission of prevailing cultural values to inhabitants of heterogeneous cultures. The
rapid expansion of Western television programs and cultural products in Asia, along with
the persistent dominance of Western culture over Pakistani culture, serves as a testimony
to the media's capacity to affect the acceptance and amalgamation of alien cultural
practices into daily existence. Such a phenomenon may potentially result in the
deterioration of indigenous traditions and the integration of dominant cultural norms and
values across a broad spectrum.
Sub - claim 2: The dissemination of prevailing cultural values via mass media can impact
individuals' perceptions as well as influence their beliefs, attitudes, and conduct,
ultimately resulting in the homogenization and cultural dilution of ethnic identity.
Ground: The study conducted on students' perception with respect of Western culture on
its impact on their individual choices like in values, languages, and festivals, etc. were
evident. The majority of them are unable to focus on their individual choices
independently. The main role in building these perceptions is played by the media, and
unfortunately, promoting Western culture in Pakistan.
Example 1: These modifications extremely affecting all people of society specifically the
adolescent group of Pakistan who start feeling pride in associating themselves with
Westernization (Rana & Chishti, 2017)
Example 2: Society of Pakistan accepts the effects of West and modernization,
permitting to native requirements and apprehensions (Rana & Chishti, 2017). Similarly,
negative values like materialism and individualism also impact the social life of youth.
Due to these impacts Pakistani youth is making a shift in their cultural perceptions and
rejecting the local cultural values and individualistic lifestyle.
→ Conclusion for sub-claim 2: Based on the provided ground and examples, it can be
concluded that the dissemination of cultural values via mass media can have a significant
impact on individuals' perceptions, beliefs, attitudes, and behavior. Specifically, the
promotion of Western culture in Pakistan through mass media has resulted in the dilution
of local cultural identity among the youth, who are now more inclined towards adopting
Western values and lifestyle. This highlights the importance of understanding the
influence of media on cultural identity and the need to promote and preserve local
cultural values.
⇒ Warrant: The mass media is an influential tool that plays a crucial role in
disseminating information and shaping public opinion. It has a profound impact on
society, including its cultural norms and values. The widespread and continuous
dissemination of dominant cultural values and practices by the mass media can lead to the
erosion of local customs and the adoption of foreign cultural practices. Additionally, the
influence of the mass media on individuals' perceptions, attitudes, and beliefs can result
in the homogenization and dilution of ethnic identity. Therefore, it is essential to
critically examine the significant role of mass media in shaping cultural norms and values
to preserve cultural diversity and local customs.