Cultivating Fake Cultural Consciousness among People of Pakistan: A Myth or Reality

Abstract

Purpose: The purpose of this study is to find out the impact of Pakistani TV drama content on living style, social values, and conversion of local culture into global culture. The study “Cultivating  Fake Cultural Consciousness among People of Pakistan: A Myth or Reality” investigated that  whether there is a significant difference among different age groups in terms of their views about cultural consciousness: whether there is a significant variation among respondents of different education levels in terms of their views about cultural consciousness: whether there is significant difference among respondents perception in terms of their views about cultural consciousness: and whether Pakistani TV dramas are cultivating fake cultural consciousness.

Design: Under the rubric of cultivation theory, the researchers used survey method for measuring attitudes of people regarding Cultivating fake cultural consciousness among people of Pakistan and collected data from 600 males and females of Lahore, Gujrat and Islamabad. The researchers used purposive sampling technique and to fill questionnaire from those who watch Pakistani TV dramas on daily basis..

Results: Findings of the study reveal that Pakistani dramas are a source of converting local culture into global culture. Presentation of foreign cultural values in Pakistani TV dramas has a strong impact on eastern cultural values. Furthermore, the results reveal that local social values are being transformed and people are intending to adopt luxurious lifestyle in their daily life, a symbol of foreign culture and values.  

Keywords: TV Channels, Cultural consciousness, Drama, Pakistan, Society