Western Cultural Influence and Moral Change in Contemporary Pakistani Television Dramas

Abstract

The media, which is all about the social norms and traditions of the culture, are a society's spokesperson. It also looks for solutions to each issue that is faced by society. Through the media, we can actively disclose a society's complicated reality. The aim of this study is to demonstrate that, in some cases, the use of Western culture on developing countries' media has a significant negative impact on social and cultural norms. In Pakistan, drama is an important source of entertainment and the country's people have a very good liking for it. They always mention that, while such dramas have been based on fascinating stories in the past, they've evolved significantly lately. The research article analysis the contents of two Pakistani dramas which have been shown on television between 2012 and 2019. Both dramas have been shown on Hum Tv, while ARY's Digital TV Network is broadcasting the second drama. Foreign or western culture has been openly promoted in the dramas on both stations. This study aims at exploring how appropriation of Western culture in Pakistani media has an effect on clothing, culture, morals and mental health. In addition, it must be seen whether there is a favorable or unfavorable impact on the person's well-being. In order to conduct an exhaustive qualitative study, data from several Pakistani dramas were obtained by the use of content analysis. This study provides insight into the enormous impact that cultural appropriation has on eastern culture and how it is influencing evolution of mixed cultures. This hybridization can have an immediate impact on people's wellbeing while contributing to a shift of culture in society. They have an impact on all aspects of their personal life, morality and culture. The analysis also shows that the morality of these plays was outside of and at odds with the bulk of the nation's faith and beliefs. Relationships between couples have been studied in the Urdu theatre serials. The husband's unkind and negative attitude seems to be sufficient justification for her to choose an extramarital connection. Clearly, these operas are encouraging illicit relationships in the first place. The investigation has shown that Pakistani plays in Urdu on television are encouraging more couples to be at odds with each other.