Volume 8, Issue 3, September 2014, Pages 1120–1125
Malik Muhammad Sher Ali Juni1, Fariha Sadiq2, Javeria Kareem3, Muhammad Kakabad Alam4, Irfan Haider5, Ch. Aqeel Ashraf6, and Muhammad Makhdom Ali7
1 Lecturer, Department of Communication Studies, University of Sargodha, Pakistan
2 Department of Commerce, University of Sargodha, Pakistan
3 Department of Communication Studies, University of Sargodha, Pakistan
4 Department of Communication Studies, University of Sargodha, Pakistan
5 Department of Business Administration, University of Sargodha, Pakistan
6 Teaching Assistant, Department of Communication Studies, University of Sargodha, Pakistan
7 Department of Communication Studies, University of Sargodha, Pakistan
Original language: English
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Each community has its own culture and culture represent the identity of a specific community. Culture is a way of living of the people of any community. The culture of Pakistani is pure Islamic culture and Islam is official religion of Pakistan. The present study is conducted to explore the influence of Indian culture on Pakistani society in Layyah because Indian entertainment channels are most popular in Pakistani society. Main aim of this study was to explore the impact of Indian TV dramas and movies on the Pakistani cultural norms and values. Using multistage sampling technique 120 viewers were selected from Layyah city. Findings of this study show that Indian dramas and movies are directly influencing the Pakistani culture. In this way cable TV network is main source to promote the Indian culture in Pakistan.
Author Keywords: Culture, Media. Indian Media, Society and TV Dramas.
Malik Muhammad Sher Ali Juni1, Fariha Sadiq2, Javeria Kareem3, Muhammad Kakabad Alam4, Irfan Haider5, Ch. Aqeel Ashraf6, and Muhammad Makhdom Ali7
1 Lecturer, Department of Communication Studies, University of Sargodha, Pakistan
2 Department of Commerce, University of Sargodha, Pakistan
3 Department of Communication Studies, University of Sargodha, Pakistan
4 Department of Communication Studies, University of Sargodha, Pakistan
5 Department of Business Administration, University of Sargodha, Pakistan
6 Teaching Assistant, Department of Communication Studies, University of Sargodha, Pakistan
7 Department of Communication Studies, University of Sargodha, Pakistan
Original language: English
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Each community has its own culture and culture represent the identity of a specific community. Culture is a way of living of the people of any community. The culture of Pakistani is pure Islamic culture and Islam is official religion of Pakistan. The present study is conducted to explore the influence of Indian culture on Pakistani society in Layyah because Indian entertainment channels are most popular in Pakistani society. Main aim of this study was to explore the impact of Indian TV dramas and movies on the Pakistani cultural norms and values. Using multistage sampling technique 120 viewers were selected from Layyah city. Findings of this study show that Indian dramas and movies are directly influencing the Pakistani culture. In this way cable TV network is main source to promote the Indian culture in Pakistan.
Author Keywords: Culture, Media. Indian Media, Society and TV Dramas.
How to Cite this Article
Malik Muhammad Sher Ali Juni, Fariha Sadiq, Javeria Kareem, Muhammad Kakabad Alam, Irfan Haider, Ch. Aqeel Ashraf, and Muhammad Makhdom Ali, “The Influence of Indian Culture on Pakistani Society: A Case Study of Layyah City,” International Journal of Innovation and Applied Studies, vol. 8, no. 3, pp. 1120–1125, September 2014.
