SOCIO-CULTURAL EFFECTS OF URDU DRAMAS ON YOUNG PAKISTANI WOMEN IN KARACHI CITY

Aamir Abbas; Mazhar Abbas; Subhash Guriro

doi:10.58921/jossams.01.02.023

Aamir Abbas Department of Media and Communication Studies, SMI University, Karachi
Mazhar Abbas Department of Media Studies and Social Sciences, SMI University, Karachi
Subhash Guriro Department of Business Administration, SMI University, Karachi

DOI: https://doi.org/10.58921/jossams.01.02.023

Keywords: Socio Cultural Effects, Urdu drama, Television, Karachi

Abstract

Social and cultural effects of Urdu dramas on young females can be seen as positive as well as negative in Pakistan. An Urdu drama is the best form of entertainment on television channels that produces different sentiments and feelings in one play and promote new life styles. The aim of the study was to find out how female is socially affected by Urdu dramas and how Urdu dramas promoted behavioral change among young females. Study has also analyzed how female adopted different fashions through Urdu dramas and changed their life style. In order to analyze the socio-cultural effects of Urdu drama on young females we selected 200 respondents through convenient sampling technique from DHA area in Karachi city. The data were analyzed through SPSS version 2017. Results show that Urdu dramas has brought about significant changes in life styles of young females at Karachi. It has been observed that females are spending more times in watching Urdu drams than other activities in house. They have adopted new fashion, food habits, jewelry, fashion brands and status in society.