The Influence of Televised Gender-Based Violence on Youth Perceptions of Gender Roles in Pakistan

Abstract

The scope of this research is to study the impact of media portrayal of gender-based violence (GBV) on the perceptions of gender roles held by Pakistani youths. There is a growing concern about the sociological, psychological, and media impacts of Urdu-language dramas that depict Violence Against Women (VAW) as either acceptable or romanticised. The main aims for this research were: (1) to evaluate youth exposure to VAW in media, and (2) to assess their perceptions of these portrayals. For this study, quantitative data were collected from 300 students aged 18-30 years residing in Lahore and Sargodha using structured questionnaires. Study findings indicated 81.7% of participants had encountered VAW content on social media, with younger participants, especially those aged 22 to 24, having the highest levels of exposure. There was a significant positive correlation between media exposure and desensitisation as evidenced by Chi-square and regression analysis (r = .244, p < .001), supporting Cultivation Theory, Social Learning Theory, and Desensitisation Theory. Although emotionally desensitised, many respondents still cognitively processed VAW as problematic. This illustrates the intricate relationship between emotional numbness and moral intuition that underlies societal expectations. These findings support Feminist Media Theory, alongside Symbolic Interactionism, which argues that media both reinforces and challenges patriarchy simultaneously. In light of such conclusions, the study recommends integrating media literacy education in academic curricula and enforcing stricter content regulation by PEMRA.