Effect of Animated Films on Ethical Standards and Social Behavior of Pakistani youth

Abstract

Animated films are very impactful tool to attract viewers and delivers message more creatively. The genre has changed from imagery to moving movie due to computer aids. During the last few years, Pakistani film industry got another boost in the form of animated movies. As a modern genre, the world of animation movies offers unique aspect of high level of creativity and conceptualization to viewers. Drawing upon the theory of “cultivation” the study tends to measure the effect of the animated movies on the “ethical standards” and “social behavior” of the viewers. The objective of the current study is to examine how animated films have been used effectively to spread ethical norms and change the social attitude of viewers. For the purpose, a sample of 300 respondents, selected by purposive sampling was surveyed through a questionnaire developed on a five-point Likert scale. The study explored that it does not wholly replace other learning mediums but it canexplicitly work in the field of educating about ethics, science as well as science to viewers of all age groups. The study concludes that few Pakistani movies which are released under this genre have proven to be highly ethical and influencing behavior of viewers very positively regarding animal rights.