Socio-cultural Transferal and Modernization: Communal Insight Concerning the Hujra and Hospitality

Abstract

Aim of the Study: Socio-cultural values contribute to the cultural identity of human beings and guarding their social institutions. The phenomenon of change is constant, although its pace may vary concerning time and place. The concept of modernization, wherein the society moves from simple to the complex mode of life, also alters the socio-cultural values. The primary goal of this research was to comprehend the influence of modernization on the socio-cultural values of Pakhtun culture in Swat, Khyber Pakhtunkhwa, Pakistan. The focus of the analysis is Hujra and hospitality.

Methodology: The researchers obtained the relevant information from the different nature of participants in the study area through research tools (in-depth interview and focus group discussion) based on non-probability sampling procedure. The collected information was analyzed on the analogy of qualitative research through thematic analysis.

Findings and Conclusion: The study findings depicted that modernization is drastically impacting the socio-cultural values of Pakhtun society. Hujra no longer exists in its proper form, especially in urban areas. Besides, the mode of hospitality is also impacted by modernization.