Effects Of Indian TV Dramas On Pakistani Women: An Empirical Study Of Cultural Imperialism In South Asia

Abstract

In every society, culture represents a unique identity that defines the way of life for individuals within that community. Pakistan's culture, in particular, is heavily influenced by Islam, which is the religion practiced by the majority of its people. As such, Islamic teachings form a comprehensive code of ethics that guides Muslims on how to lead their lives and interact with others.

The cohabitation of Hindu and Muslim communities in the subcontinent has also significantly impacted Pakistani society. However, Pakistani culture remains rooted in Islamic teachings, with all cultural norms and values based on these beliefs.

A recent study titled "Effects of Indian TV Dramas on Pakistani Women: An Empirical Study of Cultural Imperialism in South Asia "examined the impact of Indian cable television dramas on the living standards of women in Lahore, Pakistan. The study surveyed 50 women aged between 18 and 35 years who regularly watched Indian dramas, dividing them into two equal parts: young unmarried university students and mature housewives. The study recorded their consumption pattern, level of viewing, favorite dramas and channels, and viewing time, cross-checking these factors to obtain a comparative result of influence on both segments.

The study's primary hypothesis was that greater exposure to cable television would result in more significant impacts on women's lives. Statistical analysis of the data revealed that cable television, particularly Indian dramas, is gaining popularity in Lahore city as a source of entertainment. However, excessive exposure to Indian dramas can lead to negative impacts on daily lives and living standards due to the lack of psychological guidance, weakened ties with cultural and religious beliefs, language barriers, captivating presentations of dramas, and compromised mental well-being. These disruptions can have adverse effects on family systems, cultural practices, spending habits, and overall behavior. Therefore, while cable TV is a notable outlet for entertainment and relaxation, it is essential to be mindful of the potential negative impacts.