FOREIGN ELECTRONIC MEDIA AS A SOURCE OF CULTURAL DIFFUSION: A THEMATIC STUDY OF ITS IMPACTS ON CULTURE OF SINDH, PAKISTAN

Abstract

The set of norms, values, beliefs, rituals, customs and treasure of knowledge that shapes the personalities and way of behaving of the members of the society is called culture. Culture is the mirror of the traditions of a society. Media, especially the electronic Media on the other end are the entity which plays a very vital role in impacting and changing the nation’s culture throughout times. With the passage of the time the influence of the Media is increasing over the cultures. This study aims to determine the role of foreign electronic media in brining cultural diffusion and influences over the culture of Sindh, Pakistan. This is a qualitative study wherein thematic method has been adopted. A semi-structured questionnaire was prepared for the data collection and ten in-depth interviews (IDIs were conducted. The study identified various impacts of foreign electronic media on Pakistani culture especially in the province of Sindh. It observed that electronic media has great influence on the routine life of the people of Pakistan, who have been continuously impressed by the glamour of this kind of media. It was identified that in Pakistani Society cultural diffusion occurs due to the easy availability of foreign T.V channels thorough different sources such as cable T.V, Social networking and many other websites. This consequently has brought enormous changes in the lifestyles and thinking patterns of the common citizens.