Effects of Digital Media on Pakistani Culture: A Study of University Students of Punjab, Pakistan

Abstract

Aim of the Study: Digital media has made this world global village. Youth is heavy consumer of digital media. Frequently access to digital media without any boundaries may impose various effects. Study was designed in the perspective to explore relationship among technology and culture innovation. Due to globally access, digital media presumed vital role in cultural imperialism. The basic aim of current research study was to know the effects of digital media on Pakistani culture. Youth acts as symbolic representation of any society and to assess any cultural elements, university is best place where freedom of gender brings significant changes.

Methodology: In the perspective of “Uses & Gratification Theory” and “Social Learning Theory”, current study was conducted in public sector universities of Punjab Pakistan. It was survey-based study and data was collected from (N=2237) students including male and female from six (6) high statistical enrolled students’ universities from three parts of Punjab province i.e., south, center and north Punjab.

Findings: The study revealed that digital media has captured most of the time of students and proved itself vital part of life. Furthermore, digital media is source of importing foreign culture and fading Pakistani culture among the youth of Pakistan.

Conclusion: The study concluded that digital media is key source of cultural aspiration among youth. Foreign culture looks dominant over the digital media and Pakistani youth adopting the foreign culture and getting away from local culture.