Love, Marriage, and the Media: Exploring the Influence of Pakistani Dramas on Pakhtun Youth's Perceptions of Romantic Relationships

Abstract

This study explores the portrayal of romantic relationships in Pakistani television dramas and examines its influence on the perceptions of Pashtun youth regarding love and marriage within their cultural setting. The research is based on the Cultivation Theory, which explains that continuous exposure to media content can shape common beliefs and viewpoints among audiences. The study investigates the relationship between repeated exposure to romantic content in dramas and the development of shared attitudes among Pashtun youth towards love and marriage. A detailed research methodology was followed, utilizing a multi-stage sampling technique. In the first phase, major universities in Peshawar were randomly selected as clusters. Later, convenience sampling was used to select at least 15% of students from each cluster, ensuring broad representation. The findings highlight the significant impact of media, supported by statistical tools including a high R-squared value, significant ANOVA results, and relevant coefficient values. These indicators confirm a strong association between media exposure and the shaping of public perception. The study emphasizes the need for media producers and policymakers to consider the cultural and emotional realities of Pashtun youth when presenting narratives related to love and marriage.