Media and Cultural Change: Examining the Influence of Indian Dramas on Youth in District Karak

Abstract

This study examinesthe influenceof Indian Dramason the culture of Pakistan in District Karak. As the availability of foreign television programs via satellite and online platforms has risen, the Pakistani audiences have become highly attracted to the Indian television programs, especially among the women. The study used survey as its methodology to examine viewing habits and perception concerning the cultural impact of such dramas. The results indicate that most Indian dramas are popular as 84.2 percent of the respondents watch their shows regularly. Over 55percent of the respondents feel that these plays affect many elements of Pakistani culture particularly on the way they use language, life and styles adopted during marriages. Respondents observed that they had adapted some words, style of dressing and rituals that they watched in the Indian television. Nevertheless, the study suggests that such influence does not result in the total substitution of local cultural values as well. Rather, the outcomes indicate that there is a process of cultural adjustment to and integration, especially among theyounger women. The study concludes that although the Indian drama is an indicator of subtle cultural changes, Pakistani identity in terms of culture is mostly preserved, but it is in a state of constant development due to media exposure.