Influence of Digital Media on Pakistani Culture: A Case Study from University of Narowal
DOI:
https://doi.org/10.70670/sra.v4i2.2305Keywords:
Digital Media, Pakistani Culture, Youth, Media Influence, Narowal UniversityAbstract
The world is becoming a global village thanks to digital media. Young people use digital media extensively, and regularly having unrestricted access to digital media can have several consequences. The purpose of the study was to investigate the connection between cultural creativity and technology. Digital media assumed a crucial part in cultural imperialism because of its worldwide accessibility. Finding out how digital media affects Pakistani culture was the main goal of the current study. Functions as a symbolic representation of any society, and the finest setting for evaluating cultural aspects, which is a university, where gender equality brings about important transformations. That’s why a survey study was conducted at the University of Narowal to determine the points of view of the young generation about the influence of digital media on the cultural activities of Pakistan. The current study was carried out in a public university, the University of Narowal and the data was gathered from 300 students, equally participation of males and females, as part of a survey-based study. The findings suggested that among different modes of media, such as print media, social media, and digital media, each contributed to some extent towards the uprising of Pakistani culture. Notably, digital media was seen as helping to preserve customs and traditions within the younger generation, maintaining their transmission to future generations. The results also showed that a sizable portion of the population was against embracing the harmful cultural characteristics propagated by digital media. However, the study found that digital media has a significant role in shaping young people's cultural ambitions. Digital media is still a powerful tool for promoting culture, even though foreign cultural influences predominate in much of the material and cause many young people to choose foreign customs over their own.
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