Cultural Aspiration across the Borders: Measuring the Cultural Effects of Online Media on Pakistani Youth

Abstract

Online media acts as a platform that multiple networks are only a click away. The main goal of this research project was to find out more about effects of online media on Pakistani culture targeted public university students belonging to government universities of Central Punjab Pakistan. The survey documented students' online media usage patterns as well as demographic information about respondents, such as whether they lived in hostels or at home, their class, whether they were urban or rural, and whether they were male or female. The information was gathered through the use of survey methods. Three public universities with the highest student statistical rate were chosen for a total sample size of n=1346 respondents including male and female using multi-level sample technique. The study focused how they think about online media as medium of cultural information like fashion trends, dressing styles, physical appearance, customs, language, religion and moral values in their lives. According to the findings, online media has engulfed practically every area of university students' lives. Assumed hypothesis proved that students looked inspired towards new fashion trends, dressing style, physical appearance, foreign customs, frequently use of foreign languages, far away from religious activities. But there was not found any association among less moral values and use of online media.