Digital Media Use for Cultural Grooming and Learning New Cultural Trends among Young Pakistani Women

Abstract

Aim of the Study: The core aspire of this research was to explore digital media use  for Cultural Grooming and Learning New Cultural Trends among Young Pakistani Women targeted public sector university students of Punjab, Pakistan.

Methodology: The study recorded student’s digital media usage pattern and demographic information of respondents. A sample size of 1157 respondents were taken from six selected public sectors universities with highest student statistical rate using multi-level sample technique.

Findings: The study found that Pakistani women use digital media as medium of cultural information like fashion trends, dressing styles, physical appearance, customs and use of language in their lives.

Conclusion: The study concluded that digital media has captured almost all aspects of lives of university students. Assumed hypothesis proved that students looked inspired towards new fashion trends, dressing style, physical appearance and frequently user of foreign languages. But there was not found association among adaptation of foreign customs and use of digital media.