ATTITUDE OF MILLENNIALS TOWARDS TELEVISION IN PAKISTAN

Noreen Aleem; Muhammad Ali Shaikh

doi:10.58921/jossams.03.01.055

Noreen Aleem Assistant Professor, Department of Media and Communication Studies, Sindh Madressatul Islam University
Muhammad Ali Shaikh Meritorious Professor, Department of Media and Communication Studies, Sindh Madressatul Islam University

DOI: https://doi.org/10.58921/jossams.03.01.055

Keywords: Millennials, Youth, Gender, Magic Bullet Theory, Hypodermic Needle Theory

Abstract

The present study attempts to highlight attitude of millennials towards television in Pakistan. Population for the study includes 200 students from the two public sector universities. 100 male and 100 female students took part in the survey employing the simple random sampling technique. Approaching the theories of magic bullet and Bandura's Theory of Social Learning, researcher fielded the questionnaire including the queries about the music, drama and news channels’ content. Data is analyzed using chi-square test. The study reveals that the youth is highly inspired by the actors however they showed their disfavor for the news anchors and news programs terming the news channels as the weak provider of news. The research suggests the promotion of Pakistani cultural values in drama and music sector. Moreover, the eradication of fake news and riddance from the Indian and western dominance is also suggested.