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Title: Effects of Digital Media on Pakistani Culture: A Study of University Students of Punjab, Pakistan
Authors: Ghulam Safdar
Journal: Online Media and Society
Publisher: Human Nature Research Publisher
Country: Pakistan
Year: 2022
Volume: 3
Issue: 1
Language: English
Keywords: Digital mediaUniversity StudentsCultural Effects
Aim of the Study: Digital media has made this world global village. Youth is heavy consumer of digital media. Frequently access to digital media without any boundaries may impose various effects. Study was designed in the perspective to explore relationship among technology and culture innovation. Due to globally access, digital media presumed vital role in cultural imperialism. The basic aim of current research study was to know the effects of digital media on Pakistani culture. Youth acts as symbolic representation of any society and to assess any cultural elements, university is best place where freedom of gender brings significant changes.
Methodology: In the perspective of “Uses & Gratification Theory” and “Social Learning Theory”, current study was conducted in public sector universities of Punjab Pakistan. It was survey-based study and data was collected from (N=2237) students including male and female from six (6) high statistical enrolled students’ universities from three parts of Punjab province i.e., south, center and north Punjab.
Findings: The study revealed that digital media has captured most of the time of students and proved itself vital part of life. Furthermore, digital media is source of importing foreign culture and fading Pakistani culture among the youth of Pakistan.
Conclusion: The study concluded that digital media is key source of cultural aspiration among youth. Foreign culture looks dominant over the digital media and Pakistani youth adopting the foreign culture and getting away from local culture.
To explore the effects of digital media on Pakistani culture among university students in Punjab, Pakistan.
A survey-based study employing "Uses & Gratification Theory" and "Social Learning Theory." Data was collected from 2237 male and female students across six public sector universities in Punjab, Pakistan, representing northern, central, and southern regions.
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A["Theoretical Frameworks: Uses & Gratification, Social Learning"] --> B["Survey Design"];
B --> C["Data Collection from University Students in Punjab"];
C --> D["Data Analysis: Correlation"];
D --> E["Findings on Digital Media Effects on Culture"];
E --> F["Discussion and Interpretation"];
F --> G["Conclusion and Implications"];
The study supports the hypotheses that digital media significantly influences various aspects of Pakistani youth's culture, including fashion, appearance, dressing, customs, social interaction, language, and domestic responsibilities. The findings align with previous research highlighting the pervasive influence of digital media and globalization on cultural identity, particularly among younger generations. The research suggests that digital media acts as a primary source of cultural aspiration, with foreign cultures often appearing dominant.
Digital media has become a vital part of students' lives, consuming a significant portion of their time. It serves as a conduit for importing foreign culture, leading to the fading of Pakistani culture among youth. The study found positive correlations between digital media use and inspiration towards new fashion, changes in personal appearance and dressing style, adoption of foreign customs, increased use of English language, and decreased domestic responsibilities. A negative correlation was found with social interaction, and the hypothesis regarding educational performance was rejected, suggesting excessive use did not negatively impact it for the majority.
Digital media plays a significant role in shaping the cultural aspirations of Pakistani youth. The pervasive access to global content through digital platforms leads to the adoption of foreign cultural elements, influencing fashion, appearance, customs, and language, while potentially diminishing engagement with local traditions and face-to-face social interactions. Excessive digital media use also appears to impact domestic responsibilities.
1. Sample Size: The study collected data from 2237 students, with a reported response rate of 89% from an initial sample size of 2500.
2. Study Location: The research was conducted in public sector universities in Punjab, Pakistan, specifically in six universities spread across northern, central, and southern Punjab.
3. Publication Details: The article was published in "Online Media & Society," Vol. 3, December 2022, pages 256-272, with ISSNs 2790-1882 (online) and 2790-1874 (print).
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