The Role of Punjabi Movies and Violence in Pakistan

THE ROLE OF PUNJABI MOVIES AND VIOLENCE IN PAKISTAN

MUHAMMAD IQBAL ANJUM

INSTITUTE OF COMMUNICATION STUDIES UNIVERSITY OF THE PUNJAB, LAHORE- PAKISTAN

THE ROLE OF PUNJABI MOVIES AND VIOLENCE IN PAKISTAN

A THESIS SUBMITTED TO THE UNIVERSITY OF THE PUNJAB IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN COMMUNICATION STUDIES

BY MUHAMMAD IQBAL ANJUM

INSTITUTE OF COMMUNICATION STUDIES UNIVERSITY OF THE PUNJAB LAHORE, PAKISTAN

June 8, 2013

CERTIFICATE

It is certified that Mr. Muhammad Iqbal Anjum has worked under my supervision.

His dissertation on ―The Role of Punjabi Movies and Violence in Pakistan‖ has been approved for submission in its present form, as to satisfy the fulfillment for Doctor of

Philosophy in Communication Studies.

Dr. Ahsan Akhtar Naz

Supervisor

Institute of Communication Studies,

University of the Punjab, Lahore, Pakistan.

ACKNOWLEDGEMENT

I owe all my work to Allah Almighty who blessed me with the strength to complete this thesis and all respects are for the Holy Prophet (peace be upon him) who was the greatest preacher of tolerance, brotherhood, equality, respect for other religions and above all respect for the common man.

I express my deepest gratitude to my research supervisor Dr. Ahsan Akhtar

Naz, Director, Institute of Communication Studies, University of the Punjab, Lahore,

Pakistan. His academic motivation and guidance, valuable suggestions and special affection left inerasable imprints on my mind. Without his kind guidance, it would not have been possible for me to conduct and complete this work.

I am indebted to all individuals who spared time and responded the items of the interview guide as I would have not been able to complete this work without this sincere participation. I am also thankful to Dr. Nasir Mahmood, Dr. Nadeem-ul-

Hassan Gilani, Mr. Abdul Majid Rana, Mr. Muhammad Yousaf Bashir, Dr. Tariq

Mahmood Chaudhary and his family, Engineer Abbas Ali Abid and his family, Syed

Taseer Mustafa, Khalid Rashid and Muhammad Nasir for their kind love and hospitality during my stay in Pakistan.

Last but not the least, my thanks to my wife and children whose encouragement and prays have been a constant source of inspiration for me during my doctoral study.

June 8, 2013 Muhammad Iqbal Anjum

ABSTRACT

The present study has explored possible link between Punjabi movies and mounting violent behaviour of the youth in Pakistan. The objectives of the study included exploring the factors of youth behaviour affected by the movies, developing and validating the Movie Impact Scale of Behaviour (MISB) for measuring the violence in youth behaviour, finding out the level of violence among the Punjabi movie-viewers and non-viewers in terms of less and more exposure, determining the impact of the movies on male and female youth behaviour with reference to their age, educational levels, and occupational, educational levels, as well as economic status of their parents. The study was of descriptive in nature, and included in-depth interviews of frequently Punjabi movie watchers and non-watchers in natural settings along with observations of the focus groups for data collection. Youth with age group from 15 to 24 years with frequent Punjabi movie viewers‘ behaviour in Punjab constituted the population of the study. The sample of the study was selected from the population considering each division as cluster of Punjab Province. Four clusters were selected randomly from the eight divisions. A total sample of 177 youth respondents from both genders was taken out of which 151 were used to watching Punjabi movies frequently and 26 were those who were not exposed to the movies. The theoretical inspiration is drawn from cultivation theory and social learning theory. A panel of five experts was consulted. Confirmatory factor analysis was run for the confirmation of sub-scales as were selected in the exploratory factor analysis in the pilot test. Reliability of Movie Impact Scale of Behaviour was determined in terms of internal consistency and stability. The stability was determined by means of the test-retest reliability analysis by selecting 15 youth from one of the clusters. Consistency in the factors was established using exploratory factor analysis and Cronbach‘s Alpha. The findings indicate that Punjabi movie watchers were more prone to the violent behaviour as compared to the non-watchers. Male youth with age range from 22 to 24 years developed more violent behaviour than the rest of the two groups. Illiterate youth with illiterate parents, unemployed youth with unemployed family heads that fall in the category of low income group are more affected by the violent Punjabi movies.

Table of Contents

Topics Page No. Acknowledgement i Abstract ii List of Tables v List of Abbreviations vi

Chapter I Introduction 1 1.1 Statement of the Problem 4 1.2 Objectives of the Study 5 1.3 Significance of the Study 5 1.4 Research Questions 9 1.5 Hypotheses 10 1.6 Definitions of the Terms Used 11 1.6.1 Youth 11 1.6.2 Behaviour 11 1.6.3 Positive behaviour 12 1.6.4 Negative behaviour 12 1.6.5 Punjabi movies 12 1.6.6 Violence 12 1.6.7 Movie Impact Scale of Behaviour 13 1.6.8 Mean scores 13 1.6.9 Demographics 13 1.6.10 Economic status 13

Chapter II Literature Review 14 2.1 Theoretical Framework 29

Chapter III Methodology 44 3.1 Research Design 44 3.2 Population 45 3.3 Sample 45 3.3.1 Preparation of Movie Impact Scale of Behaviour (MISB) 45

iii

3.4.2 Pilot Study of Movie Impact Scale of Behaviour (MISB) 46 3.4 Procedure of the Study 48

3.4.1 Organizing of Focus Group 48

Chapter IV Analysis of Data 4.1 Focus Group Observations 51 4.2 Validity 57 4.3 Content Validity 57 4.4 Construct Validity 57 4.5 Reliability 63

Chapter V Summary, Findings, Conclusion and Discussion 91 5.1 Summary 91 5.2 Findings 99 5.3 Discussion 115 5.4 Conclusions 122 5.5 Recommendations 124

References 127

Appendix A Interview Guide English 145 Appendix B Interview Guide Urdu 153

Appendix C List of Participants of Focus Group 160

Appendix D List of Experts for Content Analysis 161

List of Tables

Table No. Title Page No. 4.1 Principal Rotated Component Matrix of the Exploratory Factors 59 Analysis for the Identification of Movie Impact Scale of Behaviour (MISB) to measure the Violence among youths‘ behaviour(N=177) 4.2 Cronbach‘s Alpha Coefficient for the Identification of Reliability of 64 the factors Movie Impact Scale of Behaviour (N=151) 4.3 Correlation Coefficient between Test and Re-Test of Punjabi 67 movies (n=44) of the Movie Impact Scale of Behaviour and (n=15) 4.4 Descriptive statistics with (N=151) youth having exposure to 69 Punjabi movies with Score of Movie Impact Scale of Behaviour 4.5 Independent Samples t-test for Comparison of Movie watcher with 71 (N=151) and Non- watcher (N=26) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour (df=175 4.6 Independent Samples t-test for Comparison of Less Movie 73 watchers with (N=63) and More movie watchers (N=18) exposure groups to Punjabi movies with Movie Impact Scale of Behaviour Scores (df=79) 4.7 Independent Samples t-test for Comparison of Male with (N=101) 75 and Female With (N=50) exposure groups to Punjabi movies with Movie Impact Scale of BehaviourScores (df=149) 4.8 Analysis of Variance among the youth watching movies using 77 different channels of entertainment with (N=151 exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour 4.9 Analysis of Variance among the youth of different age with 79 (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour 4.10 Analysis of Variance among the youth behaviour of different 81 educational levels groups with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour 4.11 Analysis of Variance among the youth with different occupation 83 with (N=151)exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour 4.12 Analysis of Variance among the youth with different education 85 level of family head with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour 4.13 Analysis of Variance among the youth different occupation level of 87 family head with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour 4.14 Analysis of Variance among the youth with different income level 89 of family head with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

List of Abbreviations

Abbreviations Definitions

CE Cultivation Effects

AB Aggressive Behaviour

CN Criminal Nature

PD Psychiatric Disorder

LV Law Violence

DV Domestic Violence

MP Moral Panic

TV Temporal Volatility

BE Backmasking Effect

ASB Anti-social Behaviour

UA Unjustified Actions

MI Mental Illness

CB Copycat Behaviour

VP Vulgarity and Pornography

AAI Action Against Injustice

EA Emotional Actions

TIM Total Impact of Movies

M Mean

SD Standard Deviation

Chapter I

INTRODUCTION

The mesmerizing contemporary media of mass contact possess the potential to transform a flicker into a flame and vice versa by molding public opinion in a very limited time in one direction. The bombardment of cinematic imageries constructed deliberately with a specific purpose to move people in line with the agendum of producing podium may bring about lots of socio-economic, cultural and behavioural changes in a society.

In Pakistan, though Urdu and English are the national and official languages respectively, Punjabi is spoken as a native language by 48 percent of the population

(175 million) of Pakistan (Central Intelligence Agency, 2010). Punjabi movies, being most effective source of entertainment for nearly half of the population (44.15%) of the country, might influence the socio-economic and cultural life of the people of

Pakistan. Punjabi movies are produced in the Punjab but they are exhibited and watched throughout the country on different media. The province of the Punjab accommodates the people with different ethnic, regional, cultural, and lingual backgrounds. The sample includes all the ethnic groups from all the provinces of

Pakistan settled in the Punjab. Punjabi movies deliver a message for parental obedience, family unity, and patriotism and invoke sense of social responsibility to protect the downtrodden. However, they represent deadly violent scenes of physical torture, barbaric acts, bloodshed and vulgar songs. It is common perception that exhibition of these movies on TV channels through cable operators, and on silver screen, may develop similar thinking patterns in viewers when they are exposed to them repeatedly.

So far as the facts about the cultural industry are concerned, there are more

2 than 824 cinemas in the country, excluding few open air arrangements. The number of registered film makers is about 300 whereas directors are no more than 150. There are approximately 325 film distributors. Almost all film making is done in Lahore.

There are 9 film studios in the country but none of them meets the international standards. Pakistan has produced movies in collaboration with Canada, Norway,

Great Britain, Bangladesh, Sri Lanka, Nepal, Thailand and Singapore. There are 70 leading celebrities in the industry and the number of junior actors is almost 150.

There are seven dance directors, 50 cameramen, 10 still photographers, 15 dress designers, 14 beautician, 4 hair dressers, 12 decorators, 50 film editors, 69 film writers, 10 song writers, 20 musicians, 10 art directors, 100 light men and 12 sound recorders in the whole film industry of the country (Naz, 2005).

There are many laws which have been governing film industry from time to time. A Pakistani law states that any film encouraging crime and terrorism or containing any song or dance depicting vulgarity, obscenity or immorality will be discouraged (Motion pictures Ordinance, 1979).

Despite the law, Maula Jatt (1979) became the trend-setter by introducing violence, vulgarity, obscenity, callous fighting, and brutally murdering scenes. It was super hit on box office and kept on minting money for about three years. It depicted the most bizarre characters that were never seen in any film before. The influential film makers subsequently succeeded in showing what had been censored by the

Censor Board of Pakistan (Naz, 2005). This movie introduced Rahi as hero first time in the history of cultural industry in Pakistan.

Sultan Rahi, the hero in other countless Punjabi movies, was portrayed as the most violent character killing hundreds of his enemies in each movie, an emblem of honor, a symbol of patriotism, showing extreme loyalty to his friends, anti-colonial

3 figure, king of bloodshed and emotionalism. He preached peace, love, harmony and

Parental obedience. He would show his deep-rooted social responsibility towards downtrodden masses for their protection against merciless feudal lords, and always ready to help the oppressed (Gazdar, 1997).

The major types of Punjabi movies include humorous movies, art movies, horror movies, romantic movies and action movies. Almost all these movies contain representation of violence in one or the other way. Some humorous movies, however, teach the audience not only moral lessons but also provide jovial pattern of life. The movies under consideration in the thesis are humorous, art and action movies which are filled with multidimensional variables of behaviour and show a wide range of actions i.e., parental obedience, sense of social responsibility, moral and religious values along with multiple murders, excessive use of fire weapons, acts of homicide, domestic violence against women, children, and other family members, kidnapping, larceny, punching, vandalism, sexual abuse, retaliatory murders, amputation of body organs, stabbing, looting, robbery, mobile snatching and physical torture.

Though Punjabi movies provide lots of pleasure through big screen, they are also displayed by certain cable TV operators round the clock. The latter has made film viewing very cheap as cable network is available in every nook and corner of the country and every class of society can easily afford its monthly subscription.

These movies might have been affecting the youths‘ behaviour negatively or positively. There may be other factors like Poverty, socio-economic injustice, illiteracy, absence of rule of law, and Joblessness that might have added fuel to the fire in the process of transforming youths‘ behaviour. People are having more exposure to these movies because they have ample time to spare for such entertainment. However, if the viewers are exposed to these movies for longer time,

4 either they learn a lesson or the violent contents cause arousal of anger in them and might behave differently in different situation.

Besides, the socio-economic deprivations of the youth and lack of educational resources, provide basis to legitimize their positive or negative behavioural dimensions to interact to various social circumstances. When these viewers watch the movies while they have feelings of deprivations, delayed justice, they try to imitate their hero and solve their even every day problem with the use of force. Social realities coupled with economic needs might trigger their hidden potential or aggression. According to Veenema (2001) “low-income children of color are exposed to many types of violence‖. The continuous viewing of these movies leads to learning of several positive traits of behaviour along with emotional imbalances and psychological ailments. The prolonged exposure of certain critical scenes that conform to the bitter realities of the past of the viewer may desensitize them. It may result in positive change in behaviour or lead to moral panic, sadomasochism, frustration or anxiety. “Research on violent television programmes and films, video games, and music reveals unequivocal evidence that media violence increases the likelihood of aggressive and violent behaviour in both immediate and long-term context‖(Anderson, et al.,2003,p.81).

1.1 Statement of the problem

The purpose of the present study is to examine the impact of Punjabi movies on the behaviour of youths in Pakistan. These movies are produced, distributed and exhibited in cinemas or on cable TV, Video Cassette Recorder, Digital Versatile Disc or Digital Video Disc player, Play stations, computer or internet in Pakistan.

Although, these movies are produced in the province of Punjab, they are watched throughout Pakistan. The present study explores the link between violent Punjabi

5 movies and violent behaviour among youths of Pakistan.

1.2 Objectives of the study

The objectives of the study in hand were to:

1. To explore the factors of youths‘ behaviour affected by Punjabi movies

2. To find out the difference of degree of violence in Punjabi movie-viewer and

non- viewer

3. To find the impact of extent of movie exposure on youths‘ behaviour

4. To find the variation in youths‘ behaviour caused by background factors

(age, gender, qualification, occupation and economic status).

5. To explore the impact of Punjabi movies in developing violent behaviour

among youths while viewing different channels

1.3 Significance of the study

Pakistan, one of the largest countries of the Muslim world, has been the land of Sufis, Saints, and it has been a place of inter-cultural understanding and inter- communal harmony over the first three decades of its inception in 1947. Pakistan has been facing a wave of extreme violence since 1980s when the violent movies started to be produced. Culture of tolerance of the country has been rapidly replaced by the culture of violence. According to Khan (2013), a renowned columnist of the Express

Tribune, the most popular and violent movie, Maula Jatt, changed the trends of

Pakistani film industry altogether, and promoted the culture of violence in the country replacing the culture of tolerance. Nasir Adeeb, the writer of the most violent Punjabi movie ―Maula Jatt‖, once told the researcher that he wrote the story of this movie in order to take the revenge of his father‘s insult by the police. The police officials made his father stand without shirt for the whole night in wind-chill (Adeeb, personal communication, May 2, 2010).

Remarkable social changes do not occur by themselves as they are driven by certain external forces, factors or agents of change working overtly or covertly behind the curtain. Powerful mass media, particularly Punjabi movies influence the behaviour of the people is which is bringing about lots of socio-cultural changes in

Pakistan. The unrealistic violence which people watch in Punjabi movies, they, sometimes, apply it in their practical lives. Iqbal (2010), the political reporter of elite

English newspaper, Dawn, of Pakistan has published a story regarding extreme violence of lynching two real brothers, Mughees and Muneeb, 15 and 19 respectively, in District Sialkot in the presence of high ranking police officers and eight other police official who watched the brutal act as silent spectators in the presence of hundreds of people. The two brothers were clubbed to death publicly, their naked bodies were hanged upside down in the crossing and later their bodies were tied to a tractor with ropes to be shown to the people around the city. This is one of the worst examples of violence in Pakistan. There are hundreds of Punjabi movies in which similar scenes of violence have been shown. The hero clubs his opponents to death.

The Punjabi movies Mola Jatt, wehshi Jatt, and Mola Jatt Te Noori Nat, are some examples.

Though Pakistan is a developing third world country with its small agro - economics, Sit possesses great technological potential and has emerged as a nuclear power with sophisticated missile technology. Pakistan has been facing border threats from its rival states. The increasing interference of India in Afghanistan, terrorism activities on Pakistan border adjacent to Afghanistan, worsening condition of peace and stability in Afghanistan could destabilize the region, especially Pakistan

(Ikramullah, 2012). It is confronted with extremely violent behaviour of certain groups operating while claiming a state within a state.

Malik (2003) opines that sectarianism poses a threat to Pakistan‘s internal security. Pakistan‘s internal security problem has been marred by the religious/sectarian problem. The violence menace due to sectarianism has threatened very existence of institutions and the country and is devastating for the country. As injustice has increased in Pakistan‘s society, popularity of violent Punjabi movies has grown rapidly. This situation has put its survival at stake. This phenomenon can put the whole South Asia in trouble and consequently the global community may suffer if it becomes further extremist in nature and if these groups begin to export the violence to the neighboring countries by developing links with extremist groups across the borders. Hence, there is dire need to understand the drives and stimuli behind their behavioural change so that the issue could be addressed before it becomes a problem for the whole region.

Pakistan suffered a financial loss of Rs.2080 billion by February 2008 during war against terrorism besides heavy losses of countless lives. The violent behaviour of the people has surfaced due to aggressive style of life (Dawn, 2008, February 22).

Certain socio-economic factors like poverty, unemployment and illiteracy play a significant role in shaping up an individuals‘ behaviour. Researcher conducted a survey of 5 prison houses while working as Public Relations Officer to Minister Law,

Punjab Province in 1997 and found that 6 out of 10 criminal involved in major offences like murder, kidnapping, and had one thing in common: they all were used to watching violence-filled Punjabi movies and would imagine the most violent characters their ideal hero. This short study aroused the curiosity in the researcher to find out whether there was any relationship between exposure to Punjabi movies and change in behaviour of the youths in Pakistan.

Crime Investigation Agency Lahore arrested five members of Bhola Don

8 dacoit gang involved in more than one hundred counts of street crime. The modus operandi of the gang was first shoot, then loot. The gang members, during investigation, revealed that they were greatly inspired by the hero of violent movies and liked mimicking their favorite hero while committing a crime on the street. The ring leader Bhola used to issue directions to his accomplices while emulating film dialogues just like the hero of the movie (Nation, 2009, Feb 8).

The study would also help in exploring the link between the behavioural change of youths of Pakistan and exposure to Punjabi movies in terms of less exposure and more exposure. It will also suggest remedial steps that may help in normalizing the rising violence-based criminal behaviour in the in the country.

Though, a strong body of evidences has been created by social scientists indicating that exposure to media creates tribulations for the society, they could never translate this evidence into a practical or accessible thought (Potter, 1999). The study would provide practicable plan to address behavioural change among youths of

Pakistan.

What frustrates the media experts regarding the solution to media violence is the lack of practical plans and they also accept that the problem is rising further.

Profit – driven media lords are promoting the violence at unprecedented pace. It is not just a coincidence; events in everyday life have close resemblance with those exhibited on screen. It is the financial incentive that drives the producers to select and conceive a film (Trend, 2007).

The study in hand would not only recommend practical plans to overcome this problem of behavioural change that may be due to the impact of violent Punjabi movies but also evaluate the gravity of the issue which would, consequently, envision the film producers to provide better entertainment with a focus on

9 reformation of Pakistani society which already has tendency towards terrorism due poverty, social injustice and economic inequalities that exist between the elite and the poor class.

The present study would also give the people an insight into the impact of

Punjabi movies on the behaviour of the youths. It would also provide guideline to the public policy makers of the cultural industry and movies producers to develop implementable ethics in their profession. The study also provides the public policy makers the real picture of the impact of Punjabi movies on society.

1.4 Research Questions

The purpose to conduct study in hand was to answer the following questions:

1. A) Do the Punjabi movies develop Emotional Effects (Moral panic, temporal volatility, aggressive behaviour, emotional actions) in youths‘ behaviour?

B) Do the Punjabi movies develop Psychological Effects (Mental illness, Psychiatric

Disorder, Unjustified actions, back masking effect) in youths‘ behaviour?

C) Do the Punjabi movies develop Anti-Societal Effects (Anti-social behaviour,

Criminal Nature, Law Violence, Domestic violence) in youths‘ behaviour?

D) Do the Punjabi movies promote Cultivation Effects (Cultivation effects, Copycat behaviour, Actions against injustice) in youths‘ behaviour?

2. Is the degree of violence in Punjabi movie-viewers and non-viewers the same?

3- Do the youths with more exposure to Punjabi movies and those with less exposure show different level of violence in their behaviour?

4. A) Do the movies develop the violent behaviour in male and female youths differently?

B) Do the different age groups of the youths attain different level of violence when exposed to the Punjabi movies?

C) Do the educated and illiterate youths develop the same violent behaviour when exposed to Punjabi movies?

D) Do the youths with different occupations get violent differently by watching

Punjabi movies?

E) Does the level of education of the youths‘ parents impede the developing of the violent behaviour when the youths exposed to the Punjabi movies?

F) Do the Punjabi movies develop violent behaviour differently in the term of occupations of the parents of the youth?

G) Do the Punjabi movies develop violent behaviour equally among the rich and the poor youths?

5. Do the Violent Punjabi movies exercise the same impact on the behaviour of youths when watched at different channels?

1.5 Hypotheses

The following research hypotheses were formulated in order to assess the objectives

1. If the youth are exposed to the Punjabi movies, they develop violent behaviour.

2. The Punjabi movie watchers and non-watchers exhibit the same level of violence.

3. There is great difference in the behaviour of those who are exposed to violence-

saturated Punjabi movies for a long time and those exposed for a short time.

4. The cumulative effect of Punjabi movies in developing violent behaviour

among male and female youth is equal as a result of exposure to the Punjabi

movies.

5. The impact of Punjabi movies in developing violent behaviour among youths

depends on the channel used for viewing the movies.

6. The collective impact of Punjabi movies in developing violent behaviour among

youths depends on their age groups.

7. Movies exercise the same collective effect in developing violent behaviour of the

youth groups regardless of their educational level.

8. The Punjabi movies have the same violent effects on the youths‘ behaviour

whatever occupation they possess

9. Punjabi Movies exercise the same cumulative impact in developing violent

behaviour of the youths regardless of the level of their parent‘s education.

10. The cumulative impact of Punjabi movies in developing violent behaviour

of the youths is not dependent on the occupation of the parents of the youths.

11. The collective impact of Punjabi movies in developing violent behaviour among

youths with high and low economic status is equal.

1.6 Definitions of the Terms Used

1.6.1 Youth

The United Nations (1985) defines youths as individuals between the ages of

15 and 24 years, without prejudice to other definitions by Member States. This definition was conceived during preparations for the International Youth Year 1985.

1.6.2 Behaviour

Behaviour has been defined as the actions or reactions of a person or animal in response to external or internal stimuli. (Dictionary of the English Language, 2009)

It refers to the actions or reactions of an object or organism, usually in relation to the environment. ―The way in which a person, organism, or a group responds to a specific set of conditions‖ (Encarta, 1983-2008)

Behaviour has four senses: firstly, it is the action or reaction of something as a machine or substance, under circumstances. Secondly, in terms of behavioural attributes, the way a person behaves toward other people. Thirdly, in psychological perspective behaviour is the aggregate of the responses or reactions or movements

12 made by an organism in a specific situation. Finally, it is manner of acting or controlling oneself (Audio English dictionary, 2010).

1.6.3 Positive behaviour

―Behaviour that tends to satisfy the desires of the respondent is positive behaviour‖, in other words ―actions that can be classified under the following headings are customarily called positive: showing interest, agreeing, making balanced criticisms, approving, showing affection, co-operating, protecting, praising, understanding, and forgiving.' All these are alike in one respect: they take into account the other fellow‘s wants and enhance his realization of them‖ (Geisel, 1944).

1.6.4 Negative behaviour

Negative behaviour refers to bad habit, action or reaction of an individual incompatible with the norms, ethics, manners and traditions of a society and may not be acceptable by other members under normal circumstances or condition (Suzanne,

2001).

1.6.5 Punjabi movie

It refers to a movie which is produced in Punjabi language. These include all the movies produced, distributed and exhibited in cinemas or on cable television,

Digital Video Disc player or video cassette recorder, Play stations, computer or internet.

1.6.6 Violence

Violence is an act of high excitement irrespective of being based on physical or moral vehemence an impetuosity, force injury which is allowed to respect, force

Injury done to that which is allowed to esteem, respect, or execution; dissent; breach; unfair force; anger; physical attack or ravishment (Brainy quote, 2010).

Potter states that violence refers to violation of a character‘s physical as well

13 as emotional well-being. It includes two vital elements – intentionality and damage – presence of one of the two elements is necessary (as cited in Carter and Weaver,

2003)

1.6.7 Movie Impact Scale of Behaviour (MISB)

Scale developed to measure the movie impact on the different constructs of positive and negative behaviour of the youth.

1.6.8 Mean scores

It refers to average scores collected by measuring the different constructs of behaviour through the Scale.

1.6.9 Demographics

Demographic data or Demographics are the characteristics of human population as used in opinion survey research. Beutler, Brown, Crothers, Brooker and

Seabrook (1996) define it as ―demographic variables–race versus ethnicity, age versus maturity, and sex versus gender–and as a result, there has evolved a set of psychological variables and terms whose use is designed as a way of eliminating the biological bias that, paradoxically, has colored assessments of demographic differences‖(p.13).

1.6.10 Economic status

It is an indicator that a person is or is not economically disadvantaged based on his or her household income (Department of Public Instruction, 2010). ―Income is the sum of all the interests, wages, profits, salaries, rents, payments, and other forms of earnings received over a stipulated time period‖ (Case & Fair, 2007, p. 54).

Chapter II

LITERATURE REVIEW

The literature review examines and synthesizes the relevant literature on the subject under hand. In this chapter a comprehensive review of the relevant literature has been made. For this purpose, the literature has provided the conceptual dimensions of movie production in Pakistan. The trends in Pakistani film industry kept on changing from time to time.

Gazdar (1997) describes Pakistani cinema history and evolution from rise to its fall on the bases of six time spans.

A. Era of the movie industry in Pakistan

a. 1947-56 (a period of Endurance)

b. 1957-66 (a decade of reformation)

c. 1967-76 (a decade of change)

d. 1977-1986 (a decade of decadence)

e. 1987-1996 (a decade of revivalism)

f. 1997-2010 (contemporary period and future)

B. Definitions of Violence in Movies

a. History of violence in movies

b. Violence in Punjabi movies

C. Definitions of Violence

a. Domestic violence

b. Intimate partner violence

c. Intimate terrorism

d. Emotional violence

e. Family violence

D. Violence in Pakistan

a. Increased crime in Pakistan

b. Domestic violence in Pakistan

E. Reasons for Violence

a. Injustice

b. Culture

c. Regional differences

d. Emotional state

e. Temperature

f. Gender

Pakistan is one of the top ten movie-producing countries of the world with an average production of 80 films yearly (Gazdar, 1997). These movies are based on action, romance, social issues, fantasy, and violence.

1947-56 (a period of Endurance)

After partition, Pakistani film industry faced many hardships and lack of funding was one of them. Gazdar (1997) argues that struggling Pakistani film industry produced its first feature film Teri Yaad in 1948. It was followed by Do Ansoo and

Sassi. The period from 1947-1956 is known as period of endurance. It introduced great writers, artists, and script writers to the nascent film industry of Pakistan.

1957- 66 (a decade of reformation)

1957 to 1966 has been termed as a decade of reformation in the history of

Pakistani film industry. It introduced diverse subjects and brought certain names to the lime light who, later on, became heroes. However, the overall temperament of the movies remained anti-colonist.

1967-76 (a decade of change)

The time span from 1967 to 1976 was a decade of change in the film industry of Pakistan. In 1970s, Pakistan‘s film industry introduced a new hero ―Sultan Rahi‖ who later came out to be a legendary figure for the industry. He was introduced as a furious hero in violent Punjabi movies.

In 1972 Aslam Dar produced Bashira which proved to be the turning point of

Rahi‘s career. The film introduced him as the dacoit protégé of a big landlord. The master uses him to commit all sorts of criminal acts in return for protection from the police. This has been a common feature of real life crime in rural areas of Pakistan.

The film reaches the climax when the hero kidnaps his own sister unknowingly for lustful desires of the landlord. His masterful rendition of the scene where he stabs the landlord several times brought tremendous applauses from rural audience who, in real life, endured a similar predicament but were afraid to do what Rahi did for them in the film (Gazdar, 1997, PP.133).

Bashira shifted the film trends from romantic to violent so that the movie could satisfy the psychological needs of the oppressed labour class that was subjected by the corrupt and cruel feudal lords. People were mentally ready to rebel against their masters but they were not physically willing to take a step.

Moula Jat was the first movie which ingrained the legendry personality of

Sultan Rahi in the psychology of the oppressed and frustrated people who were the victims of the feudal masters and political obdurate of the country. It was ever first movie that introduced extreme violence in the film industry. It was produced by

Sarwar Bhatti in February1979 during martial law administrator General Muhammad

Zial-ul-Haq‗s regime and was the biggest box-office hit in the history of Pakistani cinema. During late1970s, movies showing rape scenes and dances in rain dominated

17 the cinema houses. The cinema market had been captured by violence-based trend by film M aula Jatt and serious theme movies proved complete failure (Goreja, 2006).

1977-1986 a decade of decadence

The period between 1977 and 1986 has been taken as a decade of decadence of the film industry. During this period, male and female were forced to wear Shalwar kameez waer Duppta and they bound to keep certain distance while performing in film (The days when Lahore meant cinema, 2010).This period proves catastrophic for already struggling Pakistani film industry.

1987-1996 (a decade of revivalism)

The next decade from 1987 to 1996 is termed a period of struggle for the revival of film industry as an analysis of total number of Urdu films produced over the three-year-period show that it jumped from 18% to 38% whereas production of

Punjabi movies decreased from 26% to 17% during the same period of time (Gazdar,

1997).

1997-2010 (contemporary period and future)

From 1998 to 2010, although Punjabi movies continued declining in standard because of many reasons like use of old fashioned technology, stereotyped and meaningless stories, substandard plots, and budgetary constraints, they still continued the production with a good number of viewership. Pakistani film producers tried to make thematic and serious movies during this period but there is still a long way to bring back the golden period of Pakistan‘s film industry.

Maula Jatt brought about a definitive turning point in the history of Punjabi movies. It was a so violent movie that Government of Pakistan had to ban its exhibition. Bhatti, producer, obtained stay orders from Lahore High Court against the decision of the government. Although the movie continued its exhibition during the

18 stay for only two and a half years and was removed immediately from all cinemas up on the dismissal of the stay orders by the court, it did a record business. It expelled

Urdu movies from Punjab. Urdu movies were considered preachers of peace, harmony and were usually based on social issues. The replacement of moderate Urdu movies with violent Punjabi movies was a great cultural setback for Punjab. Later,

Martial law Government of General Zia-ul-Haq banned about 400 movies assuming that they could promote violence, hatred or vulgarity and the producers were deprived of the right to appeal in the court of law (Goreja, 2006).

The success of Maula Jatt influenced the producers to invest money in violent films like Wehshi gujjar which portrayed the notorious criminals as heroes

(Goreja, 2006 p.74). Sadly, this trend opened up a Pandora‘s box of violence-based production. Later, a number of movies were produced after the names of notorious murderers, criminals, and proclaimed offenders. After his brilliant performance in films Taxi Driver and Babu Sultan Rahi was always given central roles wicked and high profile criminals who were represented as hero by the producers (Goreja, 2000).

Gunter (1994) while giving the history of media violence noted the earliest research on media violence and its impact started in 1920s in America when film industry was considered the major mass entertainment source. Mass media are continuously shaping and reshaping social realities with the applications of sophisticated technology and dramatic techniques of presentations and during1920s, the childhood period of TV, it was considered that rise in crime is due to violent TV programming.

Types of media violence

The media violence is very debatable issue and requires considerable attention. The violence shown in different media programmes motivate people to

19 commit violent acts.

National Television Study (1998) identified four types of violent representations which let the individuals miscalculate the gravity of actual human violence. First type of representation is of unpunished violence in which a villain goes either unpunished or punished at the end of a program or movie. This type of violence does not warn the movie viewer so the fact that violence is not good and people need to avoid it. The second type is painless violence in which victim of violence is not showing pain. It conveys a clear message that violence does not cause pain, injury or death.

The third type of representation is happy violence in which characters of a cartoon series, film, or game continuously hurt each other in order to create humor. It leads to desensitization and shows that violence is nothing else but a fun. Fourth type is heroic violence committed by positive role models. This type of violence encourages viewers to copycat violent behaviour in real life. A hero of a movie might commit an act of extreme violence in order to protect a helpless or poor person and be awarded at the end for his violent act in the form of appreciation, admiration or prize.

Definition of violence

There is no single definition of violence and it varies from person to person.

Federman (1997), in The National Television violence Study, notes that the most serious feature for a research to be conducted on television violence is to define violence that is in use to identify the acts categorized as violent. He maintains that there is no even a single definition on violence in the research literature that may be universally acceptable. His definition of violence comprises three segments (1) believable intimidation of violence (2) acts of violence based on behaviour (3) portrayal of dangerous consequences of violence.

As defined by Potter (1999), violence as an infringement of either physical or emotional well-being of a character. The concept revolves around two basic factors, intention and damage, out of which the presence of one is essential. Violent Punjabi movies contain almost all these elements in abundance as people got used to watching just violent movies for the sake of their psychological satisfaction. The heroes of such

Punjabi movies become source of their satisfaction because they take revenge of the unjust acts done to them by those who are powerful.

Types of violence

Graphic violence usually includes any vivid and uncensored representation of acts of violence, murder, and attack with a lethal weapon, serious accidents resulting in several deaths or severe grievances, suicide, stabbing and torture. In all these forms, violence and the injury inflicted upon a person are explicit. In order to jack up the sense of reality, suitable realistic elements like blood effects or weapons are included in fictional representations. Graphic violence stimulates emotions, ranging from sexual incitement to utter repulsion and terror. One of the factors, taken into consideration while rating a movie or television shows, is the degree of graphic violence portrayed in it (Mahood, 2006).

Domestic violence refers to spousal abuse. In other words, abuse of intimate partner or domestic abuse and is defined as odd behaviour adopted by any one of the partners of the marriage, dating, family, friends or cohabitation relationship.

Moreover, Domestic violence has different forms including physical aggression or threats, sexual or emotional abuse, controlling or domineering, intimidation, stalking, covert abuse or economic deprivation (Shipway, 2004).

For the first time, the expression "domestic violence" was used in modern contextual meanings in 1977. Several studies have concluded that women are the

21 major victims of domestic violence, and that rate of suffering an assault is higher in women (Straus, 2006). Domestic violence in the United States has been a serious concern for over 32 million people. More men do not disclose the identity of their attacker than women (Tjaden & Thoennes, 2000). Robertson & Murachver (2009) noted that a recent study conducted showed that male demonstrate greater recognition for abuse committed by female.

Wallace (2004) defined family violence as a broader term which includes elder abuse, child abuse, or other type of violence among members of the family.

Some types of domestic abuse may lead a victim to mental illness, self-infliction, or even attempt to commit suicide (Shipway, 2004).

According to American office concerning violence against women, domestic violence may be defined as a "pattern of abusive behaviour in any relationship that is used by one partner to gain or maintain power and control over another intimate partner". It "can happen to anyone regardless of their demographics i.e. race, age, religion, or gender", and can take many forms, including physical abuse, sexual abuse, emotional, economic, and psychological abuse. Spousal abuse refers to emotional, physical, sexual, financial or economic abuse. Abuser can be either husband or wife (US Department of Justice, 2007).

Some of the theories concerned with the causes of domestic violence including psychological theories take into account personality traits and cognitive characteristics of an individual, while social theory upholds external stimuli and environment that plays an important role in developing a person‘s behaviour. Abusive experience during childhood leads people to develop violent behaviour when they grow up as adults. Some studies have shown enough occurrence of psychopathy in abusers (Hamberger & Hastings, 1986, 1991; Hart, Dutton, & Newloves, 1993).

It was reported that there were types of intimate partner violence as common couple violence and situational couple violence. Intimate partner violence also includes violence between a couple of gays or a couple of lesbians and by a woman against her partner (Renzetti & Miley, 1996).

Intimate terrorism, based on psychological and emotional abuse, rises with the passage of time, and may cause serious injury (Johnson, Michael, Kathleen & Ferraro,

2000).

Intimate Terrorism batterers have been divided into two categories i.e. generally-violent-anti-social having tendencies of violence and psychopathic state of mind, and dysphonic-border line that depend emotionally on the relationship between the two partners. Violent resistance, also called self-defense, is a violence committed by a woman against her abusive husband or spouse. Mutual violent control is a type of intimate partner violence that appears when both life partners commit violence on each other in order to gain control over each other (Jacobson, & Gottman1998;

Hamberger, Lohr, Bonge & Tolin, 1996; Holtzworth-Munroe & Stuart, 1994).

Emotional abuse means to humiliate overtly or covertly, embarrass, isolate, black mailer deprives the person of economic rights and requirements. Those who suffer from emotional abuse show signs of depression that may lure them to excessive use of drugs or alcohol or even commit suicide (Hattendorf &Tollerud, 1997)

Violence in Pakistan

The situation of violence in Pakistan is going from bad to worse with the passage of time. Paktribune (2007) reported the alarming situation of violence in

Pakistan and helplessness of the law enforcing agencies during the year 2006. The data shows that there were 59, 189 proclaimed offenders involved in major crimes and police have arrested only 7948 proclaimed offenders during year 2006. Hence,

59000 proclaimed offenders are still at large and operating in society. Punjab owns the largest share of 25,991 proclaimed offenders. Whereas their number in the province of Sindh, NWFP, Balochistan, federal capital, northern areas and Azad

Jammu and Kashmeeris18373, 9514, 2659, 1777, 446 and 429 respectively.

Encounters with police in 2005 were 1009 which rose to 1535 during a period of 12 months with life loss of 102 police officers. Police killed 366 outlaws and arrested

6,360.

Crime Rate in Pakistan

Although billions of rupees have been spent on policing, prosecution, and courts to secure the lives and properties of Pakistani people from 2000 to 2009, the crime rate throughout the country increased by almost 50%. In Sindh Province and federal capital Islamabad, the rate of crime has risen 105% and 112% respectively.

During the same time span, crime rate in Punjab, Balochistan and NWFP has risen by

46%, 47% and 24% respectively. In Punjab province, the reported crime figure in

1999 was 2,63,490 which rose to 3,44,561 in 2007 and reached 3,83,383 in 2009

(Abbasi, 2010).

Zia (2007) reports that incident of domestic violence are increasing along with rape cases. Domestic violence has dramatically gone to the top of all crimes in

Punjab. Violence against women includes family dispute, abduction, rapes, addicted husband‘s beating to wife and honor killings. Incidents of acids throwing on their faces are also rising in Punjab where 80 women received acid burns during 2006.

Most of these women received acids sprinkle because they refused to develop illicit relations or have sex with the perpetrators. A horrible incident took place on 14th

March 2006 in Sabzazar town of Lahore when a six year old student of grade two was butchered after she was gang raped by unknown criminals. Similarly, a woman was

24 stabbed to death and then her body was set on fire in Lahore in January 2007. The official figures show that during 2006, total 982 women were killed in the Punjab out of which 340 incidents took place in the city of Lahore only. Anderson and

Huesmann (2003) define human aggression as behaviour directed towards another individual carried out with the proximate intent to cause harm.

Aggression

Types of aggression

Aggression refers to any form of intended action with an outcome of harming or giving pain to other living beings of the same species. Aggressive behaviour can be divided into two major categories:

Both forms of aggression differ in psychological as well as physiological terms. People with hostile aggression are impetuous, unplanned, explicit, or uncontrolled. In addition, they possess lower intelligence quotients than those having instrumental aggression as the later possess target-oriented, planned, covet or controlled behavioural tendencies (Andreu, Manuel, Fujihara, Kohyama, & Ramirez,

1998; Anderson & Dill, 2000).

The injustice in Pakistani society is also source of promotion of violent attitude.

People like watching violent Punjabi movies in which hero clubs his rivals to death.

When people watch hero of Punjabi movies eliminating oppressors, this gives mental satisfaction to oppressed people and, in this way, their anger and sense of deprivation is addressed.

Culture is a vital human element that plays significant role in aggression. A cross-cultural study has established differences in intercultural aggression levels.

American men show more tendencies of physical violence when compared with

Japanese or Spanish men (Andreuetal, 1998).

Aggressive behaviour may differ from region to region. When American culture was studied, people living in southern areas were found more aggressive than those living in northern areas when insulted (Bowdleetal, 1996). Male versus male encounters are more common than male versus female encounters and it may affect the degree of aggression present in them (Maestripieri, 1992).

Aggression is often enhanced due to soreness and anxiety. A number of studies show that watching violence on media increases short term chances in viewers

(Aronson, Wilson, & Akert, 2005). In addition, alcohol damages the decision power and makes a person dull and less vigilant (MacDonald et al, 1996). In the same way, alcohol impairs the information processing way (Bushman1997; Bushman & Cooper,

1999). Moreover, Aggression is also triggered by certain other elements like weather condition. Hot temperature counts a lot which has been proven in many researches as in the middle of the civil rights movement was at the peak during hot summer days than that of cool days of winter (Carlsmith & Anderson1979). Similarly, students become more aggressive and bad tempered after taking examination in hot class rooms (Andersonetal, 1996, Ruleetal, 1987). In the same ways, the car drivers without air conditioning system in their cars become more aggressive than those having in their cars (Kenrick & MacFarlane1986).

Another research concluded some different results of two groups collecting donations over the phone. One group was informed that the people are often generous. The 2nd one was not informed about the generosity. It was concluded that the group which was informed was more aggressive than the other the1stgroup expected a lot from people and they could not meet their expectations. They got aggressive due to failure (Kulik & Brown, 1979).

According to the theory of frustration, a person becomes aggressive when

26 he/she is stopped by someone from achieving a goal and aggravation is a big reason of increasing aggression (Aronsonetal, 2005). Another point is that when the goal is very close to a person, he/she becomes aggressive. When the people are waiting in queue, the 2nd person becomes more aggressive than the 12th when somebody breaks the queue or interrupts line (Harris 1974).

Presence of violent objects can also trigger aggressive behaviour. If we put somebody at a place where the violent objects like a gun is present, when the person becomes aggressive, he is likely to pick up the gun to harm somebody. Where there is no such weapon available, there are less chances of aggression (Berkowitz, 1962).

Gender plays a significant role in human aggressive behaviour. Males are considered to commit more physical aggression than female (Maccoby & Jacklin,

1974; Coie & Dodge, 1997). Likewise, murders are committed more by men than women (Buss, 2005). In the liking manner, men have more trends of expressing their aggression physically than women (Bjorkqvist et al, 2006). A recent study of these ideas, within a house hold, shows different findings (Richardson, 1972). Bellona

Island study concluded that most of the women who wanted to kill any person preferred to use in direct aggression either by convincing her paramour to get a hireling in order to get the desired person assassinated. Both ways are based on indirect aggression as women did not want to involve themselves directly into danger

(Maestripieri, 1992). Many experts opine that male have more expressive tendencies of physical aggression than that of female. Female express their aggression non- physically. In case, there is a change in environmental conditions that may influence a person‘s mood, aggression based on relationship or sense of rejection in social life, both genders show equal aggression (Archer, 2004; Card, Sawalani, Stucky & Little,

2008). The discussion contuses whether men or women are more abusive, whether

27 women‘s abuse of men or men‘s abuse of women is typically more severe, and whether abused men should be provided the same resources and shelters that exist for women victims (Dutton & Nicholls, 2005). However, Carney, Buttell, and Dutton

(2007) stated that the levels of Intimate Partner violence among men and women are often comparable. Kimmel in his study observed that women are less violent than men inside and outside of the home. Another study shows a higher level of recognition of aggression by women against men (Kimmel as cited in Straus, 2006).

A California State University Psychologist compiled bibliography of research on spousal abuse by women against men. The bibliography viewed 155 investigational reports: 126 empirical studies and 29 based on reviews and analyses, which show that women are physically more aggressive than men in their relationships with their spouses. It has been concluded in some studies that men commit more serious acts of violence than women. Violence by men is more damaging than by women (Fiebert as cited in Dinaand Jennifer, 1994).

The frequency of acts of violence does not hold so much importance as the effect of the violent act and its function. The objective of battering whether it is from man to woman or vice versa is to hold in control and threaten. It is not just to slash

(Jacob son & Gottman, 1998).

Convergence of multiple behaviour pattern and suddenly occurring factors lead to severely aggressive behaviour (Huesmann, et al 2006). Some researchers have a candid opinion that aggression is due to biological or genetic reasons only (Hare,

1993). Whereas, others describe aggression in terms of principles of evolutionary psychology (Buss, 2005).

The physical aggression in children is at its peak when their age ranges between 2 to 3 years but it goes down with the passage of time (National Institute of

Child Health & Human Development Early Child Care Research Network, 2004).

Due to the traumatic experiences, parents intend to protect their children from the traumatized situation. It is theorized that exposure of media violence and excitation transfer of the viewer‘s causes the acquisition and elaboration of aggressive scripts, aggressive interpretational schemas, aggressive beliefs about the world and social behaviour, and desensitization to violent stimuli in the long term (Anderson et al,2003).

But the difference of media influence inconsistently existed as depicted in the various studies. Consecutive exposure to media violence helps uphold aggressive thoughts, views and behaviours (McQuail, 1992). It is also maintained that cognitive map of viewers develop from the violence exposed in the mass media (Wartella,

Olivarez & Jennings, 2002).Boyatzis, Matillo & Nesbit (as cited in Gunter &

McAleer, 1997) reported that individuals become more aggressive during their play after watching a well-liked series of events. They display aggressive acts after watching a violence-saturated programme and make an effort to act some scenes from the programme, if they are taking the role of the hero while taking a gun in hand because it feels comfortable to come to blows against rivals. Some other researchers also reported that aggression is not just because of aggressive and violent representation displayed by media. The exposure of aggression in the media does not mean to hurt or injure others. Children jointly enjoy such scenes and act for amusement of the viewers. Some researchers agree that such type of research does not support the relationship of media and violence but it is the development of just aggressive social scripts.

Flew & Humphreys (2005) view that it is not easy to say that media violence causes aggression. Media violence was observed in different studies including

29 experimental studies, laboratory experiments, co-relational studies, and longitudinal studies. But some researchers criticize the laboratory settings saying that it does not take place in natural and free settings. They describe some faults observed in adopting the methodologies. The researcher thinks that Punjabi violent movies promote violence among Pakistani youths. The cultivation theory argues that exposure to violent content leads to violent attitude and beliefs.

2.1 Theoretical Framework

The theoretical inspiration for the present study lies in two communication theories, Cultivation Theory and Social Learning Theory. The theories provided strong theoretical framework to study the link that could possibly exist between viewing habits of Punjabi movies and violent behaviour of the youth. These theories provide information about the potential effects of televised and cinematic movies on viewers. Cultivation Theory provides the effect of long term exposure to movies.

Cultivation theory states that media [television] cultivates reality which differs from real world. ―This theory consists of two core premises: that the world of television differs significantly from reality (e.g., greater affluence, higher crime) and that this distortion influences the beliefs of viewers (e.g., they think wealth and crime are common‖ (Shrum, Burroughs and Rindfleisch, 2005). The cultivation theory examines the long term consequences of [television] movies. The movies cultivate reality in human beings which is different from real world and context. The cultivation theory has been widely used in mass communication and television effects on people. A study conducted by Bryant and Miron (2004), which surveyed almost

2,000 articles published in the three top mass communication journals since 1956, found that Cultivation Analysis was the third most frequently utilized theory, and it still continues to be one of the most popular theories in mass communication research.

Gerbner (1994) found that long term exposure to violent television contents have a propensity to cultivate the imagery of a comparatively dangerous and mean world.

Cultivation theory maintained that people are engrossed in the cultural environment produced by the media and cannot break away its cultivating influence (e.g., Gerbner,

1969; Gerbner & Gross, 1976; Gerbner, Gross, Morgan, & Signorielli, 1980). A message in a movie can affect a person in many ways. The messages may vary from one individual to another; perception of a media message is affected by the level of knowledge, common field of experience and the background and the viewing context of the person. The true effect of media violence is the belief that our world is an unsafe place where heroes and villains exist in the same way as they do in movies and

George Gerbner has termed this condition―mean world syndrome. Many movies teach us that we need to use force or fight and that fighting is the only appropriate solution to get what is needed in a specific situation. In this realm, media violence really shapes up human thinking while working in the background of our unconscious. It brings about lasting changes in our attitude and behaviour (Trend,

2007).The heavy viewers of television [violence in movies] perceive this world to be mean place for living due to heavy dose of violence and crimes. ―The cultivation

[hypothesis] analysis is perhaps best known for its research on violence and fear, postulating that the lessons of television violence and especially the patterns of victimization, are, fear, intimidation, and a sense of vulnerability‖ (Signorelli, 2005).

The cultivation hypothesis theorists contend that cultivation is an effect resulting from a person‘s total exposure to television movies (James & Chin, 1990).

Social learning theory also known as social cognitive theory of communication provides a conceptual framework to examine the influence of movies and change in human behaviour. Social cognitive theory particularly its vicarious

31 dimension would provide a conceptual frame work to examine the movie effects on human thoughts and actions. Social Cognitive Theory (SCT) started as the Social

Learning Theory (SLT) in 1960s by Albert Bandura. It developed into the SCT in

1986 and posits that learning occurs in a social context with a dynamic and reciprocal interaction of the person, environment, and behaviour. This theory argues that learning is a complex process.

Source: http://sph.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-

Models5.html

Bandura (1986a) states that human behaviour in terms of one-sided determinism, a unidirectional causation in which it is believed that either environment or internal disposition controls and shapes up human behaviour.

Bandura (1986) while describing vicarious ability of human behaviour says that a single model in observational learning can pass on new aspects of thought and behaviour simultaneously to a wide diversity of human beings with diverse locations.

Behaviour is often defined as a dynamic process that involves coordinated operation of body parts directed by some internal mechanism either genetic or mental.

Its sources might include biological and environmental variables. A third source that generates and controls human behaviour is the mind, Cheney (as cited in Ishaq, 1991).

Most external influences affect behaviour through cognitive processes.

Cognitive variables play partial role in selecting observable events with their meanings, their effects, emotional impact and motivational power they can exercise

32 for organizing the communicated information for future is tic application, Bandura (as cited in Bryant and Zillman,1994).

Organisms can generate new behaviours; they can bring about change in their biological behaviour or can eliminate behaviour permanently through events beyond the genetic material through generic adaptability (Steinand Belluzzi, 1988).

After about four decades of well-documented study, it was proved that external events and stimuli from outside an organism‘s biological make up governed the behaviour of an individual Wyatt, Hawkins, and Davis (as cited in Ishaq, 1991).

The theories of behavioural change concentrate on those variables that cause this phenomenon. Major theories concerned with change in behaviour include learning theories, Social Cognitive Theory, Reasoned Action Theory, and Planned action Theory (Ajzen, 1985).

Learning theories state that simple behaviours with the passage of time are modified to shift into complex ones. The concepts of Imitation (copying others‘

Behaviour by observing it), and Reinforcement (strengthening it by repeating it) are considered critical aspects of the behavioural change theories (Skinner, 1953).

The Social Learning theory, specifies major elements i.e., environment, cognitive, and personal traits which play important role in changing an individual‘s behaviour (Bandura, 1989).

Theory of Reasoned Action states that intention is the key factor in understanding behavioural change and a person understands consequences of his behaviour before he goes to perform an action. Intention is the outcome of negative and positive behaviour and behavioural change. The extension of Theory of Reasoned

Action by Leek Ajzen brought forth the Theory of Planned Behavior which states that actual behavioural performance is directly proportional to the strength of intention of

33 an individual (Ajzen,1985).

Trans-theoretical model consists of the following five stages a) - pre- contemplation, b) - contemplation, c) - preparation, d) - action, and e) - maintenance.

In Pre-contemplation stage an individual has no idea of change in behaviour. In

Contemplation stage, the individual has an urge to bring about a change in behaviour.

In Preparation stage, the individual prepares for change over a period of time. In

Action stage, the individual starts exhibiting new behaviour. In final stage,

Maintenance requires maintenance of the new behaviour for almost 6 months (Family

Health International, 2002).

A model for the behavioural modification and utilization of the media is closely associated with the duration of exposure to media violence and its short and long term effects. In short terms, it is exposure of the media violence that enhances arousal, prepares scripts aggression as well as cognitions, and triggers the inner of an individual to imitate the same behaviour by itself. Media role in violence is very active. ―As Gerbner and his colleagues contended that heavy exposure to predominately violent fare of prime time television results in greater perceived incidence of ―real world‖ violence, it can be assumed that heavy exposure to any systematically distorted views of the world will result in similarly distorted viewer perceptions‖(Buerkel-Rothfuss & Mayes, 1981, p. 108).

It is more suspected that media violence exposure to the children may lead the young children to the risk of behavioural and emotional problems in their life

(Schechter, Gross, Willheim, McCaw, Turner, Myers, Zeanah & Gleason, 2009).

Within these studies, some measures are statistically significant whereas others are not or the results may vary between groups of participants making interpretation difficult and often subjected to the individual who is interpreting the

34 findings-people advocating a causal link versus skeptics of a causal link. Behaviour change is a pattern and process based on reasons and it varies from one individual to another. During the last quarter of the 20th century, different studies, based on theories and models, were published in order to explain the phenomenon of changes in behaviour. These theories and trans-theoretical models further explain the circumstances persisting around the individual bringing about changes and different actions with diversified features establishing issues involved in behavioural changes.

It has been claimed by few researchers that media is the main cause of aggressive behaviour. There is, however, concern among some media experts that communication researchers might have been presenting effects by exaggerating them

(Ferguson & Kilburn, 2009; Pinker, 2002; Freedman, 2002).

Strong emotions can have deeper impact by leaving long term impressions that change our psychological conditions and remind us our memory. On this basis, movies can be taken seriously if they have something to do with the emotions of the audience. In all academic studies regarding film interpretations, meanings and comprehension the fact which is forgotten is pleasurable experience that majority of the movie Watchers look for. This pleasure is associated with saturated effects.

Viewers, for the sake of experience, invest money, time and energy in exchange of being fascinated or titillated and at the end expect pleasure. In short term, the power of a movie lies in the moving effect of emotions and feelings. In long term, the experiences might touch the memories of the viewers and become templates for thoughts, actions, and behaviours. It would be safe to say that movies affect human feelings (Dickey, 2009).

Pinker (2002) while describing the methodological and theoretical flaws of the correlation studies demonstrates that the exposure of media violence has something to

35 do with aggressive behaviour but not often with severe violent criminal behaviour.

The findings of a longitudinal research have not established a correlation between early exposure to media violence with later aggressiveness beyond what is predicted early aggressiveness alone (Huesmann & Miller, 1994; Huesmann, Moise,

& Podolski, 1997; Johnson, et al., 2002, Huesmann & Taylor, 2003).

The term―moral panic was used for the first time by Young while responding to the drug adopters in the area of Noting Hill. Moral panic refers to the intensity of feelings expressed about a particular issue that apparently seems threatening to the social order (Jones & Jones, 1999).

A moral panic usually takes place whenever a specific condition, a person, an episode or a group of persons appears to be a threat to the societal values, norms or interests that prevail in that society (Cohen,1972).

Media as agent of change and moral indignation can generate concern, panic restlessness, and anxiety, even by presenting simple social facts (Cohen, 1972, p.16).

Media of mass entertainment particularly movies set trends for the society in which they are operative or portray those trends which outstand in a social setup. Both ways they try to create concerns for those who can follow the track as well as for those who do not. It leads them to panic that causes restlessness and anxiety. Sometimes, media brings to lime light very simple facts but they come out to be sensational for those who are well-aware of the consequences of it.

American sociologists assert that moral panic involves psychological factors while British consider it as crises of capitalism (Thompson as cited in Critcher, 2006).

Goode and Ben-Yehuda enumerate five salient features of moral panic: a)- concern, b)-hostility, c)-consensus, d)-disproportionality, and e)-volatility. Concern arises when there is a negative impact of the behaviour of a person or a group on

36 society or another group of society. Concern leads to hostility towards the group and division between" them" and "us" can clearly be seen. A consensus arises to counter the negative behaviour of the accused group. Reaction is not in equal proportion to the actual intimidation reposed by the group (Ben-Yehuda & Goode, 1994).

Stranger danger has been an example of moral panics in Great Britain and the

United States during 1990s and 2000s. The term was used for high-profile crime cases relating to murder and child abduction (Victor, 1993).

Backward masking, a psycho acoustics term, refers to some temporal masking of quiet sounds followed by louder sounds. In another discipline, cognitive psychology, the phenomenon refers to visual stimuli. In this case, a masking stimulus follows a target stimulus (Kuzma, 2005). If a masking stimulus appears be for a target stimulus, it is called forward masking (Cohen, 1972).

When hysterical symptoms like sudden fear, terror or shock happens to appear in more than one person, the phenomena are called mass hysteria or collective hysteria (Kuzma, 2005). Mass hysteria appears when a person becomes hysterically under stress (Jones & Jones.1999).When one individual reflects hysterical symptoms, other individuals begin to show similar symptoms, i.e. muscular weakness, backache, nausea, headache or fits (Thompson as cited in Critcher, 2006).

Scape-goating is an act of singling out a child, an employee, a member of the family, an individual from a group of peers to blame or to treat him/ her negatively without any criterion (Jones & Jones, 1999).

Nauert & Grohol (2008) detailing herd behaviour, state that they may have found why human flocks like sheep and birds subconsciously following a minority of individuals. They discover that it takes a minority of just five percent to influence a crowd‘s direction –and that the other 95 percent follow without realizing it.

The heroes of the Punjabi movies, though they are in minority, they are followed by majority in real life situation. They change the trends of the society and their taste. The violence portrayed in these movies makes people realize that this world is violent and the only solution to their deprivations is violent attitude in real life. The violent scenes shown in Punjabi movies cause the mental relaxation of the downtrodden and oppressed (Villainous movie, 2002).

The critics of films who analyze violence-saturated movies and want to please the movie watchers can aesthetically be divided in two categories. Those who believe that representation of violent images in movies is apparent and unfair, view that the violence can desensitize the viewers to brutalities, hence lead to increasing their aggression. Contrary to it, those who consider violence just a content or theme of a movie believe that depiction of violence leads to catharsis which lets out anti-social impulses. He argues that the directors are deviating from the set realistic standards of cinematography by rushed and awkward editing so that they could spectacularize the scenes to be shown on the screen. They use certain techniques like canted framings, shock cuts, and slow motion to enhance the impacts of gun-fires and bloody scenes

(Bruder, 1998). The critics who value aestheticization of violence support portrayal of gory and shocking imagery on screen claiming that violence represented on cinema screen is unreal and should not be confused with a real one. They take movie violence as a fun, spectacle, dramatic metaphor, make-believe, or source of catharsis. They view it as generic, real sensation and fantasy. It owns evolutionary history, codes, and specific aesthetic use (Martin, 2000).

Living in a family may increase a person‘s tension and stresses. Financial setback in a family may further augment this tension. It is not stress that always creates violence; it may be one of the many factors adding to it. Families suffering

38 from poverty are more likely to have tendencies of domestic violence. According to

De Olarte & Llosa (1999), domestic violence normally exists in poor families. It means, the poorer the family, the stronger the element of domestic violence may be.

When a person is unable to financially support his wife and subsequently loses control over her, he may go for abuse or step down to crime to maintain his masculinity (Seltzer, Judith, & Kalmuss 1988; Aneshensel, 1992; Jeweks, 2002). It supports the argument that violent Punjabi movies exercise strong impact on a person with limited financial resources and this ultimately gives rise to violence.

Social learning theory suggests that individuals learn through observation and modeling while emulating others‘ behaviour. If a person observes violent behaviour, he is likely to imitate it. If there are no consequences, the behaviour may continue the same way. Hence, violence continues generation after generation in a cyclic way

(O'Leary, 2000).

Bandura, Ross, & Ross, (1963) while addressing the issue of imitation through experimental research, observed that individuals are likely to learn anti-social behaviour by observing favorite characters in violent television programming. They noted that they young subjects were identifying themselves with the actors and their actions, and were likely to imitate them under suitable circumstances.

Another experimental study found that exposure to violence-filled movie could spark off signs of aggression among viewers (Berkowitz and Alioto, 1973;

Berkowitz, Corwin, and Heironimous, 1963; Berkowitz and Rawlings, 1963)

Berkowitz (1964) argued that media can provide the viewers with ideas that they may translate into open behaviour. Justifiable mediated violence may offer the angry audience justification to behave violently if they are faced with threatening situation.

Berkowitz (1984), in another experimental study, analyzed that viewers‘ reactions are dependent upon certain elements like prior knowledge, social beliefs, social values and the ideas activated by television contents as stimuli.

Barker (2001) notes that possible effect of violence-filled programming of media is not false now; they range from scatter brained to the impish. Bandura (1994) in a study of effects of aggression based TV programming, concluded that 73% acts of aggression shown on TV go without any punishment.

Sproule (1986) observes the intensity of interaction between modern media of mass contact and human life, and states that media touches each aspect of human lives a tall levels in providing information and entertainment. Media influence our sense of thinking, feeling, and our curiosity of knowledge.

Berkowitz (1962) notes that viewers may adopt aggressive behaviour after being exposed to violent contents of a movie. If the viewers are already angry, the response is more likely to take place.

Surgeon General Scientific Advisory Committee (1971) concludes that almost all social scientists agree that attitudes, behaviors and values of an individual may be influenced to some extent by observation all earning.

Biblo (1973) observed that the Individuals who have well developed creative or fanaticizing aptitude are able to reduce anger that has been induced experimentally while viewing a violent movie as compared to those who are weak in such abilities.

Bandura (1977) while exploring link between behavioural change and exposure to violence-filled movies found that individuals can be encouraged to behave in more aggressive manner if they are exposed to violence-saturated media contents and its effect can be partially attributed to disinhibition and observational learning through which individuals emulate the model‘s behaviors.

Bandura (1986c) found that if individuals watch real life aggression or a movie of the same models, or violent cartoon characters, it all brings out emulative and violent behaviour in them.

A report titled―Crime and motion pictures states that there is no melodrama crime, an investigative story or a movie that deals with the life of a criminal to explore the source of induce mentor motivation of criminal attitude. A great number of psychological and medical observations do not show any link between witnessing of movies and their impact on an individual‘s standard conduct (Simon, as cited in

Trend, 2007).

In a movie, when law enforcing staff uses violence against criminals, movie viewers feel a degree of satisfaction because the violence is thought to be indispensable and well-justified. Media studies show that a movie can convey many kinds of messages at the same time that will be interpreted differently by different audiences. The perception of the message by the receiver depends on level of knowledge, type of experiences, the viewing context, and the background that an individual brings to encounter the messages.

He argued that a small number of viewers will be motivated to emulate the killers they watch on the screen, but they may take away from the movies something even more problematic: an enhanced belief that the world is a violent place, that aggression is a better way to solve problems, and they will imitate violent characters and have a high regard for them (Trend, 2007).

Collective fear, a social construction, is motivated by pursuit of money and continued by collective anxiety in this age of increasing in security. The real―effect of movie violence creates what Gerbner (2002) calls the―mean world syndrome–the idea that world is a dangerous place where forces of evil and good are constantly in a

41 clash where movie-style heroes and villains exist and where use of violence is necessary to maintain our well-being. Modern movies tell us that we need to use power, to fight, and that only way out to solve problems or to get our desired thing in a situation is only fighting. This is where the media violence really brings about change in people‘s way of thinking. It works in our background, in our minds. It makes slight changes in our thought regarding the world and how we should behave.

But the effects of media violence are never absolute as many critically minded viewers of movies believe that even the most regressive programme may show positive contents (Trend, 2007).

Film industry claims that public demand for violent movies was driving the market. The anti-violence advocates counter this claim saying entertainment industry was promoting and creating dangerous entertainment for the consumers. It was harming the producing end as well as people. The entertainment industry expertly created desires for their products by advertising them to persuade people that violence is natural and undamaging or amazing amusement. In fact, the industry was training people to hate, hurt and murder. While criticizing ceaseless flow of violence in entertainment industry, Trend describes that it is the profit-driven desire of corporate investors, not norms or public taste that works as a stimulus behind the violent imagery production (Trend, 2007).

Carter and weaver (2003) differ with the idea that real social violence is mainly because of media violence. They consider it an intellectually inadequate position.

They, however, do not refute negative or positive effects of media violence. They deem it unproductive to attempt to prove that portrayal of violence in movies directly leads to violent actions in real life in terms of cause and effect chain.

Gitlin (as cited in Carterand Weaver 2003) enumerates mind-boggling inequality,

42 awful poverty, drug-saturated culture, and an easy access to guns as the inner most sources of violence.

Jenkins (1999) argues that contents of the cultural industry products are not as simple as the chemical agents that produce immediately predictable effects on those who utilize them. They are complex bundles of information carrying often contradictory meanings that may generate a vast range of diverse responses among their consumers. Paik and Comstock (1994) provide two important points in media and violence study. Firstly, if the measures of aggression become more practical, and aggression becomes more rigorous, the strong association between watching media and developing aggression weakens. Secondly, observing even theatrical aggression exercises more consequences than viewing media aggression

Cantor (2000) holds that it is well established that media violence leads to higher levels of anti-social behaviour. This means that Punjabi violent movies have negative effect on the viewers in our society.

Gunter (1994) notes major issues which are regularly put up in public debate regarding media violence. These include questions about level of violence exerted by different media, the degree to which individuals may be exposed to violent contents of a media, and possible level of the effects of media violence on the consumers.

Pervaiz (2010) reported that Vulgarity presented in Pakistani Punjabi films, their stereotyped stories, caste-based titles, senseless poetry, pornography in the name of dance, and representation of the wicked as role model, and the promotion of extreme violence through Punjabi movies deserted the cinema houses in Pakistan.

People used to copycat the hair styles, foot wares, glasses, and dresses of the heroes of these movies and would take the mass role model. Vulgar movies have buzzed the audience off the cinema who used to come to watch movies along with their families.

As far as the question of link between violent contents of a movie and crime is concerned, Huesmann and Eron (1986) concluded that they had never claimed that the media violence is not the only cause of crime or a major cause of violence among the youth. They believe that media violence is a marginal risk factor related to not more than 10% crimes.

Mazhar (2010) reports national seminar on ―How Pakistani cultural industry can survive‖ in which a top film star Ghulam Mahyudin stated that some investors in

Pakistani cultural industry produced vulgar movies quite antithesis to the existing socio-cultural realities of Pakistan. The act of non-professional investors left the industry in lurch. Another super star, Mustafa Qureshi, who has played key role in more than 500 movies, claimed that relatives and friends of some notorious criminals who had been killed in police encounters or executed on account of their crimes were financing film-makers to portray criminals as heroes of Punjabi movies. Such portrayals of criminals as heroes have affected the industry badly. Consequently, the film production rate has gradually reduced from 100 to only 12 by 2010.

Chapter III

RESEARCH METHODOLOGY

The study in hand intends to explore factors of Pakistani youth behaviour affected by the violent Punjabi movies and validates the Movie Impact Scale of

Behaviour (MISB) in order to measure the changes in youth‘s behaviour. The study explores the effects of violent Punjabi movies on behaviour of the Pakistani youths with different demographics and socio-economic of the youths.

3.1 Research Design

The study is of descriptive in nature. It includes in-depth interviews of the subjects in natural settings (when respondents come to or leave cinema before or after watching movies). The subjects consist of those who frequently watch Punjabi movies and those who do not. Besides, a focus group was constituted and its members‘ observations before and after watching the violent Punjabi movies were included.

Data were collected from two groups of frequently movie watchers and non-movie- watchers. Movie impact scale of behaviour was developed and validated through four distinctive developmental phases: instrument construction, administration, scoring, and interpretation.

The study was a cross-sectional survey research which used a researcher developed Movie Impact Scale of Behaviour (MISB) as tool for data collection.

Content and factorial validities were established. Reliability of the Movie Impact

Scale of Behaviour (MISB) is determined with Cronbach‘s alpha.

3.2 Population

Youth including male and female of age group ranging from 15 to 24 years with frequent Punjabi movie watching behaviour in Punjab constituted the population of the study.

3.3 Sample

The sample of the study was selected from the population considering each division of the Punjab province as a cluster. Four divisions were selected randomly from the eight divisions as cluster from the Punjab province. A total sample of 177 youths from both genders was taken out of which 151 were those who were used to watching Punjabi movies frequently and 26 youths were those who were not used to watching the movies at all. They were interviewed as sample from the eight divisions of the Punjab province. 101 male and female youths from the respective groups of movie-watchers and non-movie-watchers were selected from each of the divisions as clusters based on convenient sampling method. The sample of 177 youths was selected by convenient sampling method. The researcher stood in front of the cinema houses where violent Punjabi movies were watched by the people and selected them on first come basis to avoid biasness.

Development of Research Tools

3.3.1 Preparation of Movie Impact Scale of Behaviour (MISB)

(Appendix A and B)

Movie Impact Scale of Behaviour is based on two communication theories which are related to behavioural change including Cultivation Theory (Gerbner &

Gross, 1970) and Social Cognitive Theory (Bandura, 1986). It consists of the following diverse factors that measure first order and second order cultivation effects.

Aggression (behavioural, Physical and instrumental), Criminal nature (larceny, sexual abuse, abduction and homicide), Psychiatric disorder (frustration and anxiety), Law violence (signal breaking, queue breaking, retaliatory behaviour and justifiable behaviour), Domestic violence (violence against children, spousal violence and street violence), Moral panic (negative impact on society, violation of others‘ rights),

Temperamental volatility (reaction in a mob, participation in purges and pogroms),

Back masking, Antisocial behaviour (self-oriented and others‘ oriented), Unjustified actions (Herd mentality, Scapegoating and Mass Hysteria), Mental illnesses (Sadism and masochism), Copycat Behaviour, Vulgarity and pornography, Acton against injustice, Emotionalism (expressions and actions). English and Urdu versions of the interview guide have been composed and cited in annexure. (Appendix A and B)

3.3.2 Pilot Study of Movie Impact Scale of Behaviour (MISB)

For Preliminary try out, analysis of statements and for the validity and reliability of the instrument, 115 items were constructed using the above mentioned

26 constructs. 17 frequent Punjabi movie watchers (ten male and seven female) and

15 non-watchers (nine male and six female) from youths were interviewed using

Movie Impact Scale of Behaviour for pilot study. Data collected from the pilot study was analyzed and some statements were removed, or revised in the lights of the results and content analysis by experts. After pilot study, 92 items were found valid for 16 constructs.

Administration and Scoring Procedures for Movie Impact Scale of

Behaviour (MISB)

For the scoring, Likert scale was used for measuring the behaviour of the respondents. The interview guide was based on five point scale i.e., 1-stronglyagree,

2-agree, 3-Undecided, 4-disagree, and 5-strongly disagree. Options given below were

tabulated by inverse weighing respectively, 1stchoice; 5points, 2ndchoice; 4points,

th th 3rdchoice; 3 points, 4 choice; 2 points, 5 choice; 1 point. 32 youths were

Interviewed from both genders with the help of Movie Impact Scale of Behaviour in which 17 were used to watching movies on regular basis while the 15 were non- watchers of the Punjabi movies. It was done to discriminate between the scores of

MISB of frequent movie watchers and non-movie watchers. It was assumed that movie watchers would get more scores than the non-Punjabi movie watchers. It was observed true in the pilot study.

Content Validity

For establishing the content validity of the Movie Impact Scale of Behaviour

(MISB), judgmental procedure was used. A panel of five experts was consulted.

(Appendix-D) The experts had a long experience of psychological and communicational observations and interviewing the different individuals for different purposes. On the recommendations of the experts, the language, content and items of the Movie Impact Scale of Behaviour (MISB) were finalized for further study.

Construct Validity

Fact or analysis was run on scores attained from the interview while using

Movie Impact Scale of Behaviour to determine the construct validity. Exploratory factor loading to map out the most important variables for the Movie Impact Scale of

Behaviour (MISB) was explored on the basis of data collected from the sample of the study. Confirmatory fact or analysis was run for the confirmation of sub-scales to confirm the variables in the scale as were selected in the exploratory factor analysis in the pilot test.

Reliability

Reliability of Movie Impact Scale of Behaviour (MISB) was determined in terms of internal consistency and stability. The stability of the (MISB) was determined using the test-retest reliability analysis by selecting 15 of the youths from one of the clusters. They were interviewed again and scored on MISB. The attained scores were compared with the first interview scores on MISB. The consistency of both the scores confirmed the stability reliability of the MISB. Consistency in the factors was established using reliability coefficients of Cronbach‘s Alpha as well as exploratory factors analysis.

3.4 Procedure of the Study

3.4.1 Organizing of Focus Group

Two Focus Groups were conducted among diversified groups representing youths (from both genders), educationalists, psychologists, sociologists, criminologists, film industry stars, cultural reporters, law experts, cultural studies experts, representative of the media industry, Punjabi movie song writer, representative of the movie producers and intellectuals, to collect data about impact of

Punjabi movies on youths‘ behaviour. Explanation and interpretation of the Focus

Groups provided information regarding spontaneous feelings, reasons of change in behaviour, and members of leading Non-Governmental Organizations (NGOs) were invited, discussions were invited on the topic of dissertation. Initially data were recorded on a digital recorder and then it was transferred to computer for data analysis. List of the participants is given in Appendix-C.

In order to measure the change in behaviour of the youths, Movie Impact

Scale of Behaviour (MISB) was developed based on literature and validated through four distinctive developmental phases: Instrument construction, administration,

49 scoring and interpretation. The design of the study included the preparation of Movie

Impact Scale of Behaviour (MISB) to measure the behaviour of the youth. Content and Factorial validities were established. Reliability of the Movie Impact Scale of

Behaviour (MISB) was determined with Cronbach‘s Alpha.

Chapter IV

ANALYSIS OF DATA

Statistical and mathematical operations were applied for analysis and hypothesis testing. Data were presented in terms of tables. For measuring the impact of Punjabi movies on youth behaviour, Movie Impact Scale of Behaviour was developed and standardized. Following procedures were adapted to analyze the data collected with the help of Movie Impact Scale of behaviour through the intensive interviews of the youth.

1- Two focus groups were conducted to collect opinion of experts from diverse

field but concerned with media, effect studies, cultural studies and film

industry.

2- Determining the validity of the Movie Impact Scale of Behaviour

3- Determining the reliability of the Movie Impact Scale of Behaviour Item

analysis Identification of the students having discrepancy on the different tests

4- Comparison of descriptive statistics of youths having exposure to Punjabi

movies with Score of Movie Impact Scale of Behaviour

5- Comparison of Punjabi Movie watcher and Non-watcher exposure groups

to Punjabi movies with Score of Movie Impact Scale of Behaviour

6- Comparison of less Punjabi movie watchers and more Punjabi movie watchers

with the help of Scores of Movie Impact Scale of Behaviour

7- Comparison of male and female with exposure groups to Punjabi movies with

Movie Impact Scale of Behaviour Scores

8- Analysis of Variance (ANOVA) among the youth watching Punjabi movies

using different channels of entertainment with the help of Score of Movie

Impact Scale of Behaviour.

9- Analysis of Variance among the youth of different age exposure groups to

Punjabi movies with Score of Movie Impact Scale of Behaviour

10- Analysis of Variance among the youth behaviour of different educational

levels groups exposure groups to Punjabi movies with Score of Movie Impact

Scale of Behaviour

11- Analysis of Variance among the youth with different occupation exposure

groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

12- Analysis of Variance among the youth with different education level of family

head exposure groups to Punjabi movies with Score of Movie Impact Scale of

Behaviour

13- Analysis of Variance among the youth with different occupation level of

family head exposure groups to Punjabi movies with Score of Movie Impact

Scale of Behaviour

14- Analysis of Variance among the youth with different income level of family

head with exposure groups to Punjabi movies with Score of Movie Impact

Scale of Behaviour

4.1 Focus Group Observations

Two focus groups were conducted with diverse participants from relevant background. The report of the focus group is as given below.

A star that has performed in more than 500 films as a hero, co-hero, or villain and attained nationwide fame chastised the representation of criminals as heroes in movies saying that it was a crime. But at the same time he viewed that acts of barbaric violence portrayed in Punjabi movies were justifiable in terms of reflection of social happenings and the public demand.

The cultural reporter termed these movies as unrepresentative of the culture of

Punjab as people of Punjab are not as brutal, ferocious and unruly the way they are depicted in the movies. He also lamented the trend of introducing killers, the wicked and the most notorious persons as role models by portraying them as heroes in films.

He also criticized those producers who had introduced violence not as act of crime but as a culture of violence in the society. He argued that extreme poverty, unemployment and injustice or delayed justice make the youths forget consequences of the crime. But they do remember their actions and dialogues to practice in real life.

The movie-producers are profit-driven with prime mission of making money by playing game with the revengeful psychology of the deprived class of the country.

Present investors in Punjab Film industry lack vision of normalizing inter-sectarian conflict among various religious sections of the country through this most influencing and inspiring medium of mass entertainment. People watch violent movies for the catharsis of their grudges against feudal lords, industrial bosses, corrupt bureaucracy and political leadership of the country. He observed that murders in the broad day light within the courts of law to exact revenge on the rival party is becoming a fashion and it was first introduced by a Punjabi movie.

A female representative of the youth argued that Movies don‗t promote violence as developing of violence in an individual partly depends on genetic makeup. An individual may exhibit tendency of violence after watching the movies if he/she is already prone to it.

A male representative of youth observed that his students who watch violent

Punjabi movies show signs of little bit different attitude than those who do not. Some movie-watchers from semi-rural background make a group that forms a gang, and they commit larceny, robbery and even murder. Young girls and boys in his class

53 emulated their favorite hero or heroine in dresses and hairstyles.

The law expert analyzed that the violent and criminal nature of an individual depended on certain factors that paved the path to violent behaviour like broken family, contentious nature of parents, low economic status, anti-religion approach, revengeful traditions of the region, political culture, social set up, educational system, responsible law enforcing agencies and, media culture, all contribute to nurture a person‘s behaviour and attitude. In Punjabi movies, he observed, a hero was a person who fought against the social inequalities and injustice. Hence, films are neither good nor bad. It all depends on the perception of the person on the receiving end how he interprets them.

A psychologist observed that romantic movies too have some acts of violence even a love story doesn‗t escape. A humorous movie may contain more elements of love and humour whereas action movies are saturated with violence, bloody scenes of brutal killings, and barbaric acts against even children and women. These movies do exercise deep-rooted impact on immature minds and even in shaping up youth behaviour. The Pakistani youths have been frustrated by poverty, unemployment, and the extremely violent Punjabi movies psychologically upset the already frustrated youth to step down to either self-infliction or to commit violence against others. He observed that the modeling aspect of social learning theory provides ample evidence that movies bring about changes in youth behaviour by providing them role models in the form of heroes who offer them stimulus for thought and action in real life.

Leading role in the movie inspires the youth and they try to act or react in the same way by imitating them. In fact, the modeling techniques attract the attention of the viewers and repeated exposure to the same film contents lead to retention of the actions of the model and the viewer begin to reproduce similar acts in real life

54 activities too. If not checked by the society, legal or moral forces, they transgress even crime boundaries easily in a lawless society like ours. Physiological and neurological changes produce chemical changes which appear in blood if an individual is continuously exposed to violent acts or aggression. Neurological changes take place when we watch different actions that initiate impulses. The continuous transmissions of these impulses in the nervous system bring about a change in the chemistry of the body and it develops hyper nature of an individual.

Movies, indeed, infuse desires, when desires go unfulfilled; they lead an individual to frustration, melancholy, and dejection. Consequently, the movies became a considerable source of anxiety for the youth. He concluded that Punjabi movies do generate violence.

A religious scholar said that Punjabi movies have played a great role to enliven the Punjabi language in an age when people are rapidly shifting over modern languages of international value. These movies have revived the Punjabi language through their songs and dialogues. But side by side, they have equally promoted vulgarity, and sensual thoughts, leading the youth to the crime of passion and sexual abuse. He asserted that a small number of Punjabi movies like Heer Ranjha, Sassi

Punnu, Sohni Mahiwal, Laila Majnoon, have promoted feelings of love but a large number of movies have given rise to violence in Punjab.

A representative of electronic channel and experienced journalist reprimanded the Punjab cultural industry for promoting criminals as heroes and said that the trend has transformed the culture of peace into a culture of violence by introducing a crime wave among the youth. He chastised the censor board for neglecting the duty of banning those movies in which criminals have been represented as heroes. He believed that Punjabi movies were one of the strongest sources of effective

55 communication and stated that producers need to create movies on serious social issues like sectarianism, target killings, suicidal attacks in order to educate the people: as these evils are damaging the Punjabi culture very badly and are posing serious threat to the regional and global peace as well. He also pointed out the violence committed by the political parties and their sub-wings against their rival which take a heavy toll of human lives each year in Pakistan. He linked the rising crime culture in

Pakistan with these movies and suggested that entertainment industry should give up stereotype stories and need to adopt innovative writers with diverse multicultural experiences touching the socio-economic problems of the common man.

A participant from cultural industry who had written more than 25 thousand songs in Punjabi as well as Urdu language for Pakistani and Indian film industry suggested that cultural industry needs to introduce those songs which can be listened or watched in the company with full family. The industry introduced vulgar songs to fulfill the taste requirement of the very small section of society and stepped down the standard criteria of the censor board of Pakistan. He stressed on the fact that films should be prepared on the true representative culture of Punjab and should be free of vulgarity and violence. He added that films are the source of violence as presently the role of a hero is refection of powerful gunman against the law enforcing agencies in which Police is ever represented as weak force before him. This is imparting negative impact on the film watchers. Quality movies should be produced so that youth should get good impacts on their behaviour and actions. He supported the biological and sociological impacts of films on the youth as stated by other participants. He stressed on the fact that youth can be moulded as we desire through good movies. He emphasized on the script writers of the movies they should introduce time demanded topics in stories to keep the audience abreast with the latest globally occurring

56 changes in entertainment industry to keep them linked with the industry. He conclusively remarked that fabric of the story of a film, performance of the artists and audio visual techniques appeal the audience. Present movies are not up to the standard of morality nor can they be a match of Indian much-investing cultural industry which has recently been allowed to exhibit its movies in Pakistani cinema houses. He pointed out that Pakistani culture industry is producing substandard films which are promoting the tendency of violence and vulgarity in the youth.

An experienced criminologist claimed that people with low economic status in society have tendency to indulge in criminal activities like theft, abduction, sexual abuse, physical violence or instrumental violence after being inspired by the acts of a role model shown as a hero in a Punjabi movie. He chastised the roaring style of

Punjabi film hero and villain for their belief in loutish, uncouth and course style of dialogues to solve a problem. He also stated that vulgar songs exhibited in the movies stir up the youth emotions and those who are already prone to sexual activities, fall in crime.

A representative of the film industry avowed that Punjabi movies uphold sectarian unity but they cannot touch certain aspects of religion as it is a very sensitive issue. She also viewed that majority of the Punjabi movies are supportive of love, brotherhood and preach parental obedience to viewers and endorse respect for other ethnic groups of the country.

A representative of the Non-profit Organization stated that Punjabi movies are infusing the emotional trend of vindictive feelings and revengeful notions by providing their justification. The movies teach the youth that they should work out extrajudicial killings and punishing by themselves instead of taking a criminal to the court of law. She, however, differed with the idea that Punjabi movies promote

57 domestic violence. She observed that most of the street violence is because the youth follow the behaviour of the hero of how he settles down a social dispute and emulates his acts in real life.

A communication & cultural studies expert concluded the discussion and said that Punjabi film industry is deteriorating in its standards because of the lack of planning. Films should be prepared according to the needs of the society and to prepare the new generation for the future challenges. He stressed that films can play a vital role in character building of the youth and present films is don‗t fulfill this national responsibility. Punjabi films can play very positive role in the youth behaviour as Punjabi films can be effectively used to prop up love, patriotism, and to reduce social justice, economic equality, and inter-class economic conflict that is going on between the haves and have-nots. He added that Punjabi films can promote moral values and inter-communal harmony if planned properly and used effectively as tool of understanding, not merely as a source of entertainment.

4.2 Validity

Validity of the Movie Impact Scale of Behaviour was investigated with the following validity types: Content validity; and Construct validity

4.3 Content Validity

Content validity of the Movie Impact Scale of Behaviour was investigated through expert opinion. Judgmental procedure was used. A panel of five experts was consulted. The recommended content and items of the Movie Impact Scale of

Behaviour (MISB) by the experts were finalized for further study.

4.4 Construct Validity

Construct validity of the Movie Impact Scale of Behaviour was established using principal component and exploratory factor analysis with Varimax Rotation

Matrix. Sixteen constructs of the Movie Impact Scale of Behaviour were finally selected based on factor analysis. Factor analysis for the Movie Impact Scale of

Behaviour is presented in the Table 4.1.

Table 4.1

Principal Rotated Component Matrix of the Exploratory Factors Analysis for the Identification of Movie Impact Scale of Behaviour (MISB) to measure the Violence among youths’ behaviour (N=177) (Continued) Factor Loading Item Wise Variables Level 1 2 3 4 1- Cultivation Effects (CE)

1-a) Cultivation effect 1st order 1 .86 .11 1-b) Cultivation effect 2nd order 2 .75 .27 2- Aggressive Behavior (AB) 1 .16 .74 2 .04 .82 2-a) Behavioural Aggression 1 .38 .42 .56 2 .30 .01 .80 3 .27 .43 .54 2-b) Physical aggression 1 .13 .62 .25 2 .30 .61 .14 3 .05 .66 .07 2- c) Instrumental aggression 1 .59 .62 .25 2 .71 .61 .14 3-Criminal Nature (CN) 3 .73 .66 .07 3-a) larceny 1 .50 .26 .25 .34 2 .60 .35 .14 .12 3-b) Sexual abuse 1 .35 .56 .41 .34 2 .03 .88 .24 .32 3-c) Abduction 1 .35 .56 .69 .14 2 .03 .88 .71 .32 3-d) Homicide 1 .25 .26 .31 .64 2 .05 .38 .31 .52 4- Psychiatric Disorder (PD) 4-a) Frustration 1 .18 .59 2 .03 .88 4- b) Anxiety 1 .77 .09 2 .71 .20 3 .56 .09 4 .49 .28 5- Law Violence (LV) 5-a)Signal breaking 1 .10 .76 .01 .17 2 .13 .68 .28 .32 5-b) Que breaking 1 .72 .16 .10 .24 2 .86 .38 .21 .12 5-c) Retaliatory Behaviour 1 .14 .09 .65 .02 2 .86 .38 .85 .26 5-d) Justifiable Behaviour 1 .21 .13 .05 .73 2 .13 .48 .39 .54

(Continued)

Table 4.1

Factor Loading Item Wise Variables Level 1 2 3 4 6- Domestic Violence (DV) 6-a) Violence Against Children 1 .07 .88 .14 2 .03 .89 .03 1 .81 .10 .03 2 .75 .03 .06 3 .74 .06 .03 4 .67 .15 .27 5 .70 .19 .07 6 .66 .06 .09 7 .53 .15 .34 6-c) Street violence 1 .01 .17 .79 2 .19 .02 .81 7- Moral Panic (MP) 7-a) Negative Impact on society 1 .73 .35 2 .76 .08 3 .66 .32 7-b) Violation Other Right 1 .14 .79 2 .04 .71 8- Temporal Volatility (TV) 8-a) Reaction in mob 1 .38 .67 2 .13 .84 8-b) Participation in Program & 1 .77 .09 Purges 2 .76 .21 9- Back-masking Effect (BE) 1 .71 2 .78 3 .74 10- Anti-social Behavior (ASB) 10-a) Self Antisocial 1 .39 .69 2 .34 .77 10-b) Other Antisocial 1 .73 .05 2 .53 .04 3 .65 .15 4 .72 .19 11- Unjustified Actions (UA) 11-a) Herd mentality 1 .66 .10 2 .62 .29 11-b) Scapegoat 3 .67 .04 4 .57 .36 11-c) Mass- hysteria 5 .32 .70 6 .36 .74 (Continued)

Table 4.1

Factor Loading Item Wise Variables Level 1 2 3 4 12- Mental Illness (MI) 12-a) Sadism 1 .76 .20 2 ..76 .22 12-b) Masochism 1 .22 .75 2 .24 .74 13- Copycat Behaviour (CB) 1 .55 2 .67 3 .75 4 .77 14- Vulgarity & Pornography (VP) 14-a) Vulgarity 1 .77 2 .61 14-b) Pornography 1 .71 2 .61 15- Action Against Injustice 1 .75 (AAI) 2 .79 3 .75 4 .76 16- Emotional Actions (EA) 16-a) Expression 1 .25 .60 2 .39 .56 3 .07 .64 16-B) Actions 1 .80 .04 2 .76 .46 3 .63 .13

Sixteen factors arranged in Varimax Rotation are indicated in Table 4.1. The factor loading on sixteen factors confirmed hypothetical framework proposed for the

Movie Impact Scale of Behaviour. The factor loading for the constructs of Movie

Impact Scale of Behaviour included: 2-a) Behavioural Aggression (1), 2-c)

Instrumental aggression (1), 2-c) Instrumental aggression (1), 3-a) larceny (1), 3-b)

Sexual abuse (1), 3-d) Homicide (2), 4-a) Frustration (1), 4-b) Anxiety (3), 4-b)

Anxiety (4), 5-d) Justifiable Behaviour (2), 6-a) Violence Against Children (7), 10-b)

Other anti-social (1), 13-Copycat Behaviour (CB) (1), 16-a) Expression (2) and 11-

Unjustified Actions (UA) (4), are between 0.40-0.50. It indicated that above mentioned constructs of Movie Impact Scale of Behaviour had sufficient factor loading for establishing the factorial validity.

The factor loading for, the constructs of Movie Impact Scale of Behaviour 2- b) Physical aggression, 2- c) Instrumental aggression (2), 1-a) Cultivation effect 1st order (2), 1-b) Cultivation effect 2nd order (1), 2-b) Physical aggression (1) ,2-b)

Physical aggression (2), 2-b) Physical aggression (3), 2- c) Instrumental aggression

(2), 2- c) Instrumental aggression (3), 3-a) larceny (2), 3-c) Abduction (1), 3-c)

Abduction (2), 3-d) Homicide (1), 4- b) Anxiety (2), 4- b) Anxiety (1), 5-a) Signal breaking (1), 5-a) Signal breaking (2), 5-b) Queue breaking (1), 5-c) Retaliatory

Behaviour (1), 5-d) Justifiable Behaviour (1), 6-a) Violence Against Children (2), 6-a)

Violence Against Children (3), 6-a) Violence Against Children (4), 6-a) Violence

Against Children (5), 6-a) Violence Against Children (6), 6-a) Violence Against

Children (7), 6-c) Street violence (1), 7-a) Negative Impact on society (1), 7-a)

Negative Impact on society (2), 7-a) Negative Impact on society (3), 7-b) Violation

Other Right (1), 7-b) Violation Other Right (2), 8-a) Reaction in mob (1), 8-b)

Participation in Pogrom &Purges (1), 8-b) Participation in Pogrom & Purges (2), 9-

Back-masking Effect (BE) (1), 9-Backmasking Effect (BE) (2), 9-Backmasking

Effect (BE) (3), 10-a) Self anti-social (1), 10-a) Self anti-social (2), 10-b) Other anti- social (2), 10-b) Other anti-social (3), 12-a) Sadism (1), 12-a) Sadism (2), 12-b)

Masochism (1), 12-b) Masochism (2), 13-Copycat Behaviour (CB) (2), 13-Copycat

Behaviour (CB) (3), 13-Copycat Behaviour (CB) (4), 14-a) Vulgarity (1), 14-a)

Vulgarity (2), 14-b) Pornography (1), 14-b) Pornography (2), 15-Action Against

Injustice (AAI) (1), 15-Action Against Injustice (AAI) (2), 15-Action Against

Injustice (AAI) (3), 15- Action Against Injustice (AAI) (4), 16-a) Expression (1), 16- a) Expression (3), 16-b) Actions (2), 16-b) Actions (3), 11-Unjustified Actions (

UA) (1), 11-Unjustified Actions ( UA) (2), 11-Unjustified Actions ( UA) (3), 11-

Unjustified Actions ( UA) (5), 11-Unjustified Actions ( UA) (6), are between 0.60-

0.70. It indicated that above mentioned constructs of Movie Impact Scale of

Behaviour had good factor loading for establishing the factorial validity.

The factor loading for, the constructs of Movie Impact Scale of Behaviour, 1- a) Cultivation effect 1st order, 1-b) Cultivation effect 2nd order (2), 2-a) Behavioural

Aggression (2), 2-a) Behavioural Aggression (3), 3-b) Sexual abuse (2), 4-a)

Frustration (2), 5-b) Queue breaking (2), 5-c) Retaliatory Behaviour (2), 6-a)

Violence Against Children (1), 6-a) Violence Against Children (2), 6-a)

Violence Against Children (1), 6-c) Street violence (2), 8-a) Reaction in mob (2), and

16-b) Actions (1), are 0.80 or above. It indicated that above mentioned constructs of

Movie Impact Scale of Behaviour had high factor loading for establishing the factorial validity.

Most of the constructs items of Movie Impact Scale of Behaviour had high or good factor loadings which established its factorial / construct validity.

4.5 Reliability

Consistency in the factors was established using exploratory factor analysis and Cronbach‗s Alpha. The results of reliability coefficients of Movie Impact Scale of

Behaviour were given in the Table 4.2.

Table 4.2

Cronbach’s Alpha Coefficient for the Identification of Reliability of the factors Movie Impact Scale of Behaviour (N=151) (Continued)

Variables No. of Items in Cronbach‘s Alpha

1- Cultivation Effects (CE) construct(n) Coefficient (r) 1-a) Cultivation effect 1st order 2 .43 1-b) Cultivation effect 2nd order 2 .60 2-Aggressive Behavior (AB) 2-a) Behavioural Aggression 3 .55 2-b) Physical aggression 3 .51 2-c) Instrumental aggression 3 .66 3-Criminal Nature (CN) 3-a) larceny 2 .67 3-b) Sexual abuse 2 .75 3-c) Abduction 2 .56 3-d) Homicide 2 .82 4-Psychiatric Disorder (PD) 4-a) Frustration 2 .51 4-b) Anxiety 4 .62 5-Law Violence (LV) 5-a)Signal breaking 2 .75 5-b)Queue breaking 2 .53 5-c) Retaliatory Behaviour 2 .85 5-d) Justifiable Behaviour 3 .40 6-Domestic Violence (DV) 6-a)Violence Against Children 2 .83 6-b)Violence against spouse 7 .75 6-c) Street violence 2 .54 7-Moral Panic (MP) 7-a)Negative Impact on society 3 .59 7-b)Violation Other Right 2 .56 8-Temporal Volatility (TV) 8-a) Reaction in mob 2 .45 8-b) Participation in Pogrom &Purges 2 .57 9-Backmasking Effect (BE) 4 .66 10-Anti-socialBehaviour (ASB) 10-a) Self anti-social 2 .68 10-b) Other anti-social 4 .61 11-Unjustified Actions ( UA) 11-a) Herd mentality 2 .58 11-b) Scapegoat 2 .51 11-c) Mass hysteria 2 .70 12-Mental Illness (MI) 12-a) Sadism 2 .65 12-b) Masochism 2 .67 13-Copycat Behaviour (CB) 4 .66 Continued

Table 4.2

Cronbach’s Alpha Coefficient for the Identification of Reliability of the factors Movie Impact Scale of Behaviour (N=151) (Continued)

Variables No. of Items in Cronbach‘s Alpha

14-Vulgarity & Pornography(VP) construct(n) Coefficient (r) 14-a) Vulgarity 2 .78 14-b) Pornography 2 .80 15-Action Against Injustice (AAI) 4 .69 16-Emotional Actions (EA) 16-a) Expression 3 .58 16-b) Actions 3 .61 17-Total Impact of Movies (TIM) 92

Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of

Behaviour including,1-a) Cultivation effect 1st order, 2-a) Behavioural Aggression, 2- b) Physical aggression, 3-c) Abduction criminal nature, 4-a) Frustration, 5-d)

Justifiable Behaviour, 6-c) Street violence, 7-a) Negative Impact on society, 7-b)

Violation Other Right, 8-a) Reaction in mob, 8-b) Participation in Pogrom

&Purges,11-a) Herd mentality, 11-b) Scapegoat and 16-a) Expression are between0.30 and 0.50. It is indicated that these constructs had acceptable range of coefficient for reliability of the Movie Impact Scale of Behaviour.

Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 1-b) Cultivation effect 2nd order, 2-c) Instrumental aggression,

3-a) larceny, 4-b) Anxiety, 5-a)Signal breaking, 6-b) Violence against spouse, 9-

Backmasking Effect, 10-a) Self anti-social, 10-b) Other anti-social, 11-c) Mass hysteria, 15-Action Against Injustice and 16-b) Actions are between 0.60 and 0.70. It is indicated that these constructs had good range of coefficient for reliability of the

Movie Impact Scale of Behaviour.

Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 3-d) Homicide, 5-c) Retaliatory Behaviour, 14-b)

Pornography, 14-a) Vulgarity, 5-a) Signal breaking, 3-b) Sexual abuse, are above

0.70. It is indicated that these constructs had very good range of coefficient for reliability of the Movie Impact Scale of Behaviour.

It was concluded that all the constructs of Movie Impact Scale of Behaviour had acceptable, good and very good range of Cronbach‘s Alpha Coefficients, which determine the reliability of Movie Impact Scale of Behaviour.

Reliability of Movie Impact Scale of Behaviour (MISB) was determined in terms of internal consistency and stability. The stability of the (MISB) was determined using the test-retest reliability analysis by selecting 15 of the youths from one of the clusters. They were interviewed again and scored on MISB. The attained scores were compared with the first interview scores on MISB. The consistency of both the scores confirmed the stability reliability of the MISB. Test-retest correlation coefficients were presented in the table 4.3.

Table 4.3

Correlation Coefficient between Test and Re-Test of Punjabi movies (N=44) of the Movie Impact Scale of Behaviour and (N=15)

Test-retest Variables (r) 0.76 1-Cultivation Effects (CE) 0.65 2-Aggressive Behavior (AB) 0.78 3-Criminal Nature (CN) 0.61 4-Psychiatric Disorder (PD) 0.71 5-Law Violence (LV) 0.64 6-Domestic Violence (DV) 0.80 7-Moral Panic (MP) 0.69 8-Temporal Volatility (TV) 0.79 9-Back-masking Effect (BE) 0.77 10- Anti-social Behaviour (ASB) 0.74 11-Unjustified Actions (UA) 0.80 12-Mental Illness Sadomasochism (MIS) 0.75 13-Copycat Behaviour (CB) 0.76 14-Vulgarity & Pornography(VP) 0.78 15-Action Against Injustice (AAI) 0.68 16- Emotional Actions (EA) 0.69 Total Impact of Movies (TIM)

Correlation Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 2-Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-

Domestic Violence (DV), 8-Temporal Volatility (TV), 16-Emotional Actions (EA) and Total Impact of Movies (TIM) are above 0.60. It is indicated that these constructs had good range of coefficient for reliability of the Movie Impact Scale of Behaviour.

Correlation Coefficients for the constructs of Movie Impact Scale of

Behaviour including 1-Cultivation Effects (CE), 3-Criminal Nature (CN), 5-Law

Violence (LV), 9-Backmasking Effect (BE), 10-Anti-socialBehaviour (ASB), 11-

Unjustified Actions (UA), 13-Copycat Behaviour (CB), 14-Vulgarity &

Pornography(VP) and15-Action Against Injustice (AAI) are above 0.70. It indicts that these constructs had very good range of coefficient for reliability of the Movie Impact

Scale of Behaviour.

Correlation Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 7-Moral Panic (MP) and 12-Mental Illness Sadomasochism

(MIS) are above 0.80. It is indicated that these constructs had very good range of coefficient for reliability of the Movie Impact Scale of Behaviour.

It was concluded that all the constructs of Movie Impact Scale of Behaviour had acceptable, good and very good range of correlation Coefficients, which determined the reliability of Movie Impact Scale of Behaviour.

To analyze the impact of Punjabi movies violent behaviour of youth with the scores of the different constructs of Movie Impact Scale of Behaviour, descriptive statistics were calculated. The comparative results were presented in the table 4.4

Table 4.4

Descriptive statistics with (N=151) youth having exposure to Punjabi movies with Score of Movie Impact Scale of Behaviour (Continued)

Variables M SD 1-a)Cultivation effect 1st order 2.99 1.20 1-b)Cultivation effect 2nd order 3.26 1.07 1-Cultivation Effects (CE) 2.90 30.96 2-a)Behavioural Aggression 3.67 41.50 2-b)Physical aggression 3.71 41.00 2-c)Instrumental aggression 2.71 91.13 2-Aggressive Behavior (AB) 3.37 40.78 3-a)larceny 2.38 51.25 3-b)Sexual abuse 3.40 81.13 3-c)Abduction 2.03 41.17 3-d) Homicide 2.54 21.12 3-Criminal Nature (CN) 2.53 70.81 4-a) Frustration 3.87 41.18 4-b) Anxiety 3.79 51.00 4-Psychiatric Disorder (PD) 3.60 50.91 5-a)Signal breaking 2.48 21.24 5-b) Queue breaking 2.40 81.21 5-c) Retaliatory Behaviour 3.89 31.21 5-d) Justifiable Behaviour 3.66 81.07 5-Law Violence (LV) 2.89 70.91 6-a) Violence Against Children 3.87 71.39 6-b) Violence against spouse 3.93 01.00 6-c) Street violence 3.64 41.32 6-Domestic Violence (DV) 3.83 11.00 7-a) Negative Impact on society 3.41 41.00 7-b) Violation Other Right 2.56 91.22 7-Moral Panic (MP) 2.72 20.91 8-a) Reaction in mob 3.78 01.18 8-b) Participation in Pogrom &Purges 3.56 01.42 8-Temporal Volatility (TV) 3.44 81.15 9-Backmasking Effect (BE) 3.72 21.08 10-a) Self anti-social 3.02 81.28 10-b) Other anti-social 3.09 40.81 10-Anti-socialBehaviour (ASB) 2.80 30.93 11-a) Herd mentality 3.72 1.259 11-b)Scapegoat 3.78 1.408 11-c) Mass hysteria 3.65 1.095 11-11-Unjustified Actions ( UA) 3.71 40.94 12-a) Sadism 2.50 11.19 12-b) Masochism 2.89 91.10 12-Mental Illness (MI) 2.49 90.95 13-13-Copycat Behaviour (CB) 3.77 81.12 14-a) Vulgarity 2.44 81.35 14-b) Pornography 2.79 20.96 Continued9 3

Table 4.4

Descriptive statistics with (N=151) youth having exposure to Punjabi movies with Score of Movie Impact Scale of Behaviour (Continued)

Variables M SD 14-Vulgarity & Pornography(VP) 2.36 1.02 15-Action Against Injustice (AAI) 3.90 1.17 16-a) Expression 3.82 91.05 16-b) Actions 3.74 01.21 16-Emotional Actions (EA) 3.76 30.86 17-Total Impact of Movies (TIM) 3.70 50.58 8 4 The constructs of Movie Impact Scale of Behaviour 1-a) Cultivation effect 1st order , 1-b) Cultivation effect 2nd order, 1-Cultivation Effects (CE), 2-a) Behavioural

Aggression, 2-b) Physical aggression, 3-Criminal Nature (CN), 4-Psychiatric

Disorder (PD), 5-Law Violence (LV), 6-Domestic Violence (DV), 7-Moral Panic

(MP) 8- Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti- socialBehaviour (ASB), 11-Unjustified Actions (UA), 12-Mental Illness (MI), 13-

Copycat Behaviour (CB), 14-Vulgarity & Pornography(VP) 15-Action Against

Injustice (AAI), 16- Emotional Actions (EA) and 17-Total Impact of Movies (TIM) had mean scores more than 3.5 which indicated that frequent Punjabi movie watchers agreed with the indicators of violence in their behaviour.

Rest of the constructs of Movie Impact Scale of Behaviour including, 1-a)

Cultivation effect 1st order, 1-b) Cultivation effect 2nd order, 1-Cultivation Effects

(CE), 2-c) Instrumental aggression, 2-Aggressive Behavior (AB), 3-b) Sexual abuse criminal nature, 3-d) Homicide criminal nature, 3-Criminal Nature (CN), 5-Law

Violence (LV), 7-a) Negative Impact on society, 7-b) Violation of others‗ rights, 7-

Moral Panic (MP), 8-Temporal Volatility (TV), 10-a) Self anti-social, 10-b) Other anti-social, 10-Anti-socialBehaviour (ASB), 12-b) Masochism, and 14-b)

Pornography had mean values more than 2.5 scores on the Movie Impact Scale of

Behaviour which indicated the less violent behaviour among youth watching Punjabi movie.

The constructs including 3-a) larceny criminal nature, 3-c) Abduction criminal nature, 5-a) Signal breaking, 5-b) Queue breaking, 12-a) Sadism, 14-a) Vulgarity and

14-Vulgarity & Pornography (VP), had mean scores less than 2.5 on Movie Impact

Scale of Behaviour which indicated that no above mentioned violence indicators are existed in the behaviour of Punjabi movie watchers.

It was concluded that most of the factors of the Movie Impact Scale of

Behaviour indicated the violence in behaviour.

Independent Samples t-test was run for the comparison of Punjabi Movie watcher and

Non-watcher, Less Movie watchers and more movie watchers, Male and Female exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour.

Results are given in the tables 4.5, 4.6, and 4.7 respectively.

Table 4.5

Independent Samples t-test for Comparison of Movie watcher with (N=151) and Non- watcher (N=26) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour (df=175)

Variables Movie watcher Non-watcher t M SD M SD 1-Cultivation Effects (CE) 2.90 0.96 2.69 0.79 1.05 2-Aggressive Behavior (AB) 3.37 0.79 2.35 0.69 6.23** 3-Criminal Nature (CN) 2.53 0.82 1.69 0.47 7.37**

4-Psychiatric Disorder (PD) 3.60 0.92 2.62 0.57 7.28**

5-Law Violence (LV) 2.89 0.91 1.69 0.74 7.41**

6- Domestic Violence (DV) 3.83 1.01 3.38 0.64 3.01**

7-Moral Panic (MP) 2.72 0.91 2.35 0.49 3.12**

8-Temporal Volatility (TV) 3.44 1.16 1.88 0.71 9.26**

9-Backmasking Effect (BE) 3.72 1.08 2.42 1.14 5.60**

10-Anti-socialBehaviour (ASB) 2.80 0.94 3.04 0.60 1.69

11-Unjustified Actions ( UA) 3.7 .95 1.8 .48 15.41** Continued

Table 4.5

Independent Samples t-test for Comparison of Movie watcher with (N=151) and Non- watcher (N=26) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour (df=175)

Variables Movie watcher Non-watcher t M SD M SD

12-Mental Illness (MI) 2.49 0.96 1.81 0.75 3.45**

13-Copycat Behaviour (CB) 3.77 0.34 2.81 1.12 3.97**

14-Vulgarity & Pornography(VP) 2.36 1.03 2.15 0.73 1.27

15-Action Against Injustice (AAI) 3.90 1.17 3.85 1.05 0.22

16-Emotional Actions (EA) 3.76 0.87 2.90 0.76 4.76**

Total Impact of Movies (TIM) 3.70 0.58 2.74 0.27 13.35** ** P < .01 Level of significance, * P < .05 Level of significance

The t-values for, the constructs of Movie Impact Scale of Behaviour, 2-

Aggressive Behavior (AB), 3-Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-

Law Violence (LV), 6- Domestic Violence (DV), 7-Moral Panic (MP), 8-Temporal

Volatility (TV), 9-Backmasking Effect (BE), 11-Unjustified Actions (UA), 12-

Mental Illness (MI), 13-Copycat Behaviour (CB), 16-Emotional Actions (EA), and

17-Total Impact of Movies (TIM) were significant at α =.01. So, Independent

Samples t-test indicated that frequent Punjabi movie watchers showed the above mentioned indicators of violent behaviour. On the other hand, the t -values for

1- Cultivation Effects (CE), 10-Anti Social Behaviour (ASB), 14-Vulgarity

& Pornography (VP), and 15-Action against Injustice (AAI), were not significant. So,

Independent Samples t-test indicated that non-watchers of the Punjabi movies showed the above mentioned indicators of violence in their behaviour which are not the effects of Punjabi movies but indicated the violent behaviour. So the hypothesis that the cumulative impact of Punjabi movies on the watchers differentiates them from non-watchers in behavioural trait was accepted.

It was further concluded that all indicators of violence showed the cumulative impact of the Punjabi movies on the behaviour of the Punjabi movies watchers as compared to the non-watchers of the Punjabi movies among the youth.

Table 4.6

Independent Samples t-test for Comparison of Less Movie watchers with (N=63) and More movie watchers (N=18) exposure groups to Punjabi movies with Movie Impact Scale of Behaviour Scores (df=79)

Variables Less More t M SD M SD 2.73 0.81 3.78 1.31 3.23** 1-Cultivation Effects (CE) 3.32 0.74 4.39 0.70 5.50** 2-Aggressive Behavior (AB) 2.27 0.52 3.89 1.02 6.49** 3-Criminal Nature (CN) 3.56 0.88 3.83 1.20 1.09 4-Psychiatric Disorder (PD) 2.81 0.74 4.11 0.76 6.56** 5-Law Violence (LV) 3.86 0.88 4.22 1.22 1.19 6-Domestic Violence (DV) 2.49 0.76 4.00 1.09 6.72** 7-Moral Panic (MP) 3.35 1.14 4.17 1.10 2.71** 8-Temporal Volatility (TV) 3.71 1.04 4.28 1.18 1.97* 9-Backmasking Effect (BE) 2.59 0.73 4.00 1.37 4.20** 10-Anti-socialBehaviour (ASB) 3.7 .86 4.1 1.06 1.57 11-Unjustified Actions ( UA) 2.35 0.68 3.89 1.32 4.76** 12-Mental Illness Sadomasochism (MIS) 3.95 1.01 3.78 1.31 0.61 13-Copycat Behaviour (CB) 2.08 0.87 3.61 1.29 4.74** 14-Vulgarity & Pornography(VP) 3.81 1.24 4.44 1.04 1.98* 15-Action Against Injustice (AAI) 3.81 0.84 4.04 1.02 0.94 16-Emotional Actions (EA) 3.61 0.35 4.61 0.97 4.25** Total Impact of Movies (TIM) ** P < .01 Level of significance, * P < .05 Level of significance

The t-values for, the constructs of Movie Impact Scale of Behaviour, 1-

Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-Criminal Nature (CN), 5-

Law Violence (LV), 7-Moral Panic (MP), 8-Temporal Volatility (TV), 10-Anti- socialBehaviour (ASB), 12-Mental Illness (MI), 14-Vulgarity & Pornography(VP),

17- Total Impact of Movies (TIM) were significant at α=.01 and 9-Backmasking

Effect (BE) and 15-Action Against Injustice (AAI) were significant at α =.05.

So, Independent Samples t-test indicated that more Punjabi movie watchers showed more of the above mentioned indicators of violent behaviour as compared to the less Punjabi movie watchers. On the other hand, the t-values for 4-Psychiatric

Disorder (PD), 6-Domestic Violence (DV), 11-Unjustified Actions (UA), 13-

Copycat Behaviour (CB), and 16-Emotional Actions (EA) were not significant.

So, Independent Samples t-test indicated that less-watchers of the Punjabi movies had less effects of above mentioned indicators of violence in their behaviour. The hypothesis that the cumulative impact of Punjabi movies on youth is not dependent on the time span for which they are exposed to these movies was rejected.

It was further concluded that all indicators of violence showed the more cumulative impact of the Punjabi movies on the behaviour of the more Punjabi movies watchers as compared to the less Punjabi movie watchers among the youth.

Table 4.7

Independent Samples t-test for Comparison of Male with (N=101) and Female With (N=50) exposure groups to Punjabi movies with Movie Impact Scale of Behaviour Scores (df=149)

Variables Male Female t M SD M SD 1-Cultivation Effects (CE) 3.03 0.97 2.64 0.90 2.37* 2-Aggressive Behavior (AB) 3.51 0.82 3.08 0.63 3.59** 3-Criminal Nature (CN) 2.55 0.92 2.84 0.54 0.62 4-Psychiatric Disorder (PD) 3.86 0.90 3.06 0.71 5.96** 5-Law Violence (LV) 3.02 0.93 2.64 0.83 2.45* 6-Domestic Violence (DV) 4.35 0.66 2.80 0.78 12.79** 7-Moral Panic (MP) 2.78 0.97 2.06 0.78 1.16 8-Temporal Volatility (TV) 3.87 0.99 2.58 0.99 7.56** 9-Backmasking Effect (BE) 4.13 0.83 2.90 1.07 7.10** 10-Anti-socialBehaviour (ASB) 2.96 1.03 2.48 0.61 3.58** 11-Unjustified Actions ( UA) 3.8 1.07 2.6 0.72 8.64** 12-Mental Illness (MI) 2.62 1.06 2.22 0.65 2.89** 13-Copycat Behaviour (CB) 4.15 0.95 3.00 1.05 6.52** 14-Vulgarity & Pornography(VP) 2.29 1.11 2.52 0.84 1.31 15-Action Against Injustice (AAI) 4.20 1.02 3.30 1.23 4.45** 16-Emotional Actions (EA) 4.19 0.62 2.89 0.61 12.31** Total Impact of Movies (TIM) 3.96 0.53 3.17 0.23 12.87**

** P < .01 Level of significance, * P < .05 Level of significance

The t-values for, the constructs of Movie Impact Scale of Behaviour, 2-

Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV),

8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti-socialBehaviour

(ASB), 11-Unjustified Actions (UA), 12-Mental Illness (MI), 13-Copycat Behaviour

(CB), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA) and 17-Total

Impact of Movies (TIM) were significant at α = .01 and t-values for 5- Law Violence

(LV), and 1- Cultivation Effects (CE), were significant at α = 0.05. Independent

Samples t-test indicated that male Punjabi movie watchers showed more of the above

76 mentioned indicators of violent behaviour as compared to the female Punjabi movie watchers. On the other hand, the t-values for 3-Criminal Nature (CN), 7-Moral Panic

(MP), and 14-Vulgarity & Pornography (VP) were not significant. So, Independent

Samples t-test indicated that female-watchers of the Punjabi movies showed less effects of above mentioned indicators of violence in their behaviour as compared to male-watchers of the Punjabi movies. So the hypothesis that the cumulative effect of

Punjabi movies in developing violent behaviour among male and female youth is equal as a result of exposure to the Punjabi movies was rejected.

It was further concluded that all indicators of violence showed the more cumulative impact of the Punjabi movies on the behaviour of the male-watcher of the

Punjabi movies as compared to the female-watchers of the Punjabi movie among the youth.

Analysis of Variance was run to analyze the impact of Punjabi movies among the youth watching movies using different channels of entertainment, of different age, different educational levels, different occupation, different education levels of family head, different occupation levels of family head and different income levels of family head exposure groups to Punjabi movies with Score of Movie Impact Scale of

Behaviour. LSD post hoc test was applied with the constructs of significant difference at α=0.01 and α=0.05 to see the differences of means among demographics of the youth. The results are given in the tables 4.8, 4.9, 4.10, 4.11, 4.12, 4.13, and 4.14 respectively.

Table 4.8

Analysis of Variance among the youth watching movies using different channels of entertainment with (N=151 exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

Home Cable Minim Cinema(3) Variables (1) Cinema(2) f Post hoc n=128 n=16 n=7 M SD M SD M SD 1-Cultivation Effects (CE) 2.88 0.96 3.0 1.09 3.0 0.82 0.14 2-Aggressive Behavior (AB) 3.36 0.80 3.44 0.81 3.43 0.53 0.09 3-Criminal Nature (CN) 2.55 0.81 2.38 0.88 2.43 0.79 0.40 4-Psychiatric Disorder (PD) 3.63 0.94 3.38 0.72 3.43 0.98 0.68 5-Law Violence (LV) 2.88 0.94 2.88 0.72 3.14 0.90 0.27 6-Domestic Violence (DV) 3.76 1.06 4.31 0.60 4.14 0.38 2.54 7-Moral Panic (MP) 2.78 0.90 2.19 0.91 2.86 0.69 3.20* 2<1<3 8-Temporal Volatility (TV) 3.40 1.21 3.75 0.93 3.57 0.53 0.70 9-Backmasking Effect (BE) 3.73 1.09 3.50 1.09 4.14 0.90 0.86 10-Anti-socialBehaviour (ASB) 2.84 0.96 2.50 0.83 2.71 0.76 0.99 11-Unjustified Actions ( UA) 3.64 0.98 4.29 0.53 3.71 0.73 3.39* 1<3<2 12-Mental Illness (MI) 2.48 0.95 2.63 1.02 2.43 0.98 0.18 13-Copycat Behaviour (CB) 3.69 1.13 4.13 1.09 4.43 0.79 2.40 14-Vulgarity & Pornography(VP) 2.40 1.02 2.19 1.22 2.14 0.69 0.46 15-Action Against Injustice 3.91 1.19 3.69 1.14 4.29 0.76 0.64 (AAI) 16-Emotional Actions (EA) 3.70 0.90 4.02 0.64 4.29 0.45 2.38 Total Impact of Movies (TIM) 3.68 0.61 3.78 0.51 3.77 0.10 0.23

** P < .01, *P < .05 Level of significance

F-values for the constructs of Movie Impact Scale of Behaviour, 7-Moral

Panic (MP), and 11-Unjustified Actions (UA) were significant at α = .05.

It indicated different groups under study for youth behaviour watching movies using different channels of entertainment. Punjabi movie watchers using cinema were more influenced in Moral Panic. Punjabi movie watchers using Mini Cinema like hotel were more influenced by Unjustified Actions as Herd mentality, Scapegoat actions and Mass Hysteria. Conclusively, the f-values for the constructs of Movie

Impact Scale of Behaviour, 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB),

3-Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 6-

Domestic Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE),

10- Anti-social Behaviour (ASB), 12-Mental Illness (MI), 13-Copycat Behaviour

(CB), 14-Vulgarity & Pornography(VP), 15-Action Against Injustice (AAI), 16-

Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were not significant.

The hypothesis that the collective impact of Punjabi movies in developing violent behaviour of the youth watching movies through different channels of entertainment is equal was accepted.

It was further concluded that Punjabi movies have no significant effects on the behaviour of the youths of watching movies using different channels entertainment on

Movie Impact Scale of Behaviour (MISB).

Table 4.9

Analysis of Variance among the youth of different age with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

15-17 18- 22-24 Variables years(1) 21years(2) years(3) f Post hoc n=21 n=109 n=21 M SD M SD M SD 1-Cultivation Effects (CE) 2.81 0.93 2.86 0.92 3.19 1.21 1.13 2-Aggressive Behavior (AB) 3.38 0.59 3.30 0.78 3.71 0.96 2.44 3-Criminal Nature (CN) 2.52 0.68 2.44 0.74 3.00 1.14 4.34** 2≤1≤3 4-Psychiatric Disorder (PD) 3.57 1.08 3.46 0.84 4.33 0.80 8.84** 2≤1≤3 5-Law Violence (LV) 2.95 0.86 2.86 0.87 3.00 1.18 0.25 6-Domestic Violence (DV) 4.19 0.81 3.61 1.02 4.62 0.59 11.69** 2≤1≤3 7-Moral Panic (MP) 2.81 0.81 2.61 0.87 3.24 1.04 4.57** 2≤1≤3 8-Temporal Volatility (TV) 3.52 1.21 3.24 1.11 4.43 0.81 10.53** 2≤1≤3 9-Backmasking Effect (BE) 3.71 1.23 3.62 1.03 4.24 1.09 2.89 10-Anti-socialBehaviour (ASB) 3.10 0.77 2.56 0.85 3.76 0.83 19.51** 2≤1≤3 11-Unjustified Actions ( UA) 3.78 0.88 3.56 0.97 4.46 0.39 8.73** 2≤1≤3 12-Mental Illness (MI) 2.33 0.86 2.47 0.91 2.76 1.26 1.15 13-Copycat Behaviour (CB) 4.00 0.89 3.63 1.18 4.24 0.89 3.16* 2≤1≤3 14-Vulgarity & Pornography(VP) 2.29 0.90 2.41 0.98 2.19 1.36 0.47 15-Action Against Injustice 4.00 1.18 3.72 1.19 4.71 0.56 6.88** 2≤1≤3 (AAI) 16-Emotional Actions (EA) 3.90 0.89 3.63 0.88 4.30 0.50 6.04** 2≤1≤3 Total Impact of Movies (TIM) 3.76 0.48 3.58 0.53 4.24 0.64 13.29** 2≤1≤3

** P < .01 Level of significance, *P < .05 Level of significance

F-values for, the constructs of Movie Impact Scale of Behaviour, 3-Criminal

Nature (CN), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV), 7-Moral Panic

(MP), 8-Temporal Volatility (TV), 10-Anti-socialBehaviour (ASB), 11-Unjustified

Actions (UA), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA) and

Total Impact of Movies (TIM) were significant at α =.01 and the F-values for, 13-

Copycat Behaviour (CB), was significant at α =.05.

F-values for the constructs of Movie Impact Scale of Behaviour, 3-Criminal

Nature (CN), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV), 7-Moral Panic

(MP), 8-Temporal Volatility (TV), 10-Anti-socialBehaviour (ASB), 11-Unjustified

Actions (UA), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA) and

Total Impact of Movies (TIM) were significant at α =.01 and the F-values for, 13-

Copycat Behaviour (CB), was significant at α =.05.It indicated that different groups of youth with age group 22-24 were influenced in 3-Criminal Nature(CN), 4-

Psychiatric Disorder (PD), 6-Domestic Violence (DV),7-Moral Panic (MP) 8-

Temporal Volatility (TV), 10-Anti Social Behaviour (ASB), 15-Action Against

Injustice (AAI), 16- Emotional Actions (EA) and 17-Total Impact of Movies

(TIM),11-Unjustified Actions (UA), 12-Mental Illness (MI), 13-Copycat

Behaviour (CB), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM).

F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 5-Law

Violence (LV), 9-Backmasking Effect (BE), 12-Mental Illness (MI), 14-Vulgarity &

Pornography (VP) were not significant.

The hypothesis that the collective impact of Punjabi movies in developing violent behaviour among youth is independent of their age groups was rejected.

It was concluded that Punjabi movies significantly affected the youth behaviour of the different age groups on Movie Impact Scale of Behaviour (MISB).

Table 4.10

Analysis of Variance among the youth behaviour of different educational levels groups with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

Illiterate(1) Middle(2) Matric (3) Inter (4) Graduatn (5) Variables n=4 n=49 n=67 n=24 n=7 f Post hoc M SD M SD M SD M SD M SD 1-C E 2.75 1.26 2.96 0.84 2.91 1.01 2.75 1.03 3.00 1.15 0.23

2-AB 3.25 0.50 3.41 0.81 3.40 0.74 3.29 0.91 3.14 0.90 0.28

3-C N 2.50 1.73 2.61 0.84 2.49 0.80 2.38 0.65 2.86 0.69 0.65 4-PD 3.50 0.58 3.80 1.09 3.48 0.94 3.58 0.71 3.43 0.79 0.92 5-LV 2.75 0.96 3.04 0.10 2.87 0.95 2.63 0.49 3.14 0.90 1.01 6-DV 4.25 0.96 4.16 0.75 3.66 1.12 3.67 0.96 3.57 1.27 2.35

7-MP 2.75 0.96 2.84 0.90 2.75 0.93 2.33 0.87 3.00 0.82 1.48

8-TV 3.25 1.71 3.63 1.13 3.34 1.12 3.50 1.18 3.00 1.41 0.74

9-BE 3.75 1.89 3.90 0.96 3.67 1.11 3.75 0.94 2.86 1.46 1.49

10-ASB 3.25 1.26 3.02 1.03 2.82 0.87 2.25 0.53 2.71 1.25 3.16** 4<5=3 <2<1 5<1< 3 11-UA 3.33 1.12 4.13 0.82 3.52 0.88 3.67 1.03 3.09 1.21 4.28** =4<2 12-M I 3.00 1.63 2.53 1.06 2.43 0.94 2.50 0.66 2.43 0.98 0.37 4≤5=3 13-C B 4.75 0.50 3.88 1.22 3.76 1.09 3.71 0.95 2.71 0.95 2.54* 5<≤2≤14=3 =25≤1≤3<1 =4≤2 14-V P 2.50 1.73 2.14 1.06 2.40 1.02 2.46 0.83 3.14 0.90 1.68 15-AA I 3.75 0.96 4.31 0.92 3.78 1.25 3.75 1.22 2.86 1.07 3.36** 5<4=3 <5≤4=31<2 5<=2≤14=3 16-E A 3.92 0.99 4.03 0.78 3.69 0.92 3.65 0.73 2.86 0.63 3.52** <1<2

T IM 3.80 0.98 3.88 0.57 3.63 0.59 3.54 0.41 3.50 0.76 2.11 5≤4=3 ≤1≤2 ** P < .01 Level of significance,*P < .05 Level of significance 5≤4=3 F-values of the constructs of Movie Impact Scale of Behaviour, 10-Anti- socialBehaviour (ASB), 11-Unjustified Actions (UA), 15-Action Against Injustice

(AAI) and 16-Emotional Actions (EA) were significant at α =.01. The f-values for

13- Copycat Behaviour (CB) was significant at α =.05.

It indicated that Punjabi movies affected different groups of youths‘ behaviour

82 with different educational level in different factors. Antisocial behaviour and copycat behaviour are affected in illiterate group of Punjabi movie watchers. Unjustified

Actions, Action against Injustice and Emotional Actions are affected in middle level of education group of Punjabi movie watchers. Conclusively F-values for 1-

Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3- Criminal Nature (CN),

4-Psychiatric Disorder (PD), 5-Law Violence (LV), 6- Domestic Violence (DV),

7-Moral Panic (MP), 8-Temporal Volatility (TV), 9- Back-masking Effect (BE),

12-Mental Illness (MI), 14-Vulgarity & Pornography(VP), and 17-Total Impact of

Movies (TIM) were not significant.

The hypothesis that Movies exercise the same collective effect in developing violent behaviour of the youth groups with regardless of their educational level was accepted. It is concluded that Punjabi movies have no significant effects on the behaviour of the youths of different educational level groups.

Table 4.11

Analysis of Variance among the youth with different occupation with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

Unemploy Business Private Govt. Student Housewife f Post hoc Variables ed(1) (2) (3) servan(4) (5) (6)

n=20 n=20 n=28 n=3 n=75 n=5 M SD M SD M SD M SD M SD M SD 1-C E 2.90 0.91 3.20 0.95 2.75 1.08 2.67 1.53 2.95 0.93 2.00 0.00 1.48 2-AB 3.65 0.81 3.45 0.76 3.39 0.87 3.33 0.58 3.28 0.78 3.20 0.45 0.79

3-C N 2.60 0.94 2.70 1.03 2.68 0.90 2.00 0.00 2.44 0.70 2.40 0.55 0.84 4-PD 3.70 1.08 4.05 0.69 3.71 0.98 3.67 1.15 3.41 0.89 3.40 0.55 1.81

5-LV 2.90 1.07 3.20 0.70 2.71 1.01 3.33 1.53 2.85 0.86 3.00 0.71 0.84 3.95 0.10 4.20 0.70 4.32 0.72 4.00 1.00 3.63 1.04 2.20 0.84 6.01** 6-DV 7-MP 3.05 1.32 2.80 0.62 2.86 0.76 2.33 1.15 2.59 0.89 2.60 0.89 1.13 8-TV 3.80 1.00 3.60 0.99 4.07 0.86 5.00 0.00 3.08 1.19 2.40 0.55 6.46** 9-BE 4.15 0.81 4.10 0.85 3.93 1.09 3.67 0.58 3.55 1.08 2.00 1.22 4.75** 10-ASB 3.30 1.13 2.85 0.93 3.14 0.97 2.00 1.00 2.57 0.81 2.60 0.55 3.52**

11-UA 4.20 0.76 4.13 0.65 4.18 0.68 4.00 0.67 3.38 0.98 2.47 0.65 8.54** 12-MI 3.00 1.03 2.45 0.10 2.68 1.12 2.33 0.58 2.32 0.86 2.20 0.45 2.00 13-C B 3.75 1.40 4.30 0.86 4.11 1.13 4.33 0.58 3.57 1.03 2.40 0.85 3.83** 6<5<1<3 <2=4 14-V P 2.25 1.02 2.25 1.12 2.18 1.28 2.00 1.00 2.51 0.92 2.40 0.89 0.63 15-A AI 3.80 1.20 4.05 0.94 4.07 1.33 4.67 0.58 3.85 1.11 3.00 1.87 1.09 16-E A 3.90 0.91 4.07 0.63 4.29 0.57 3.89 0.84 3.52 0.87 2.47 0.51 7.25** 6<5<4=1 <2<3 T IM 3.94 0.69 3.93 0.52 3.94 0.60 3.75 0.28 3.53 0.50 3.00 0.21 5.78** 6<5<4<2 =3=1 ** P < .01 Level of significance, *P < .05 Level of significance

F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic

Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti- socialBehaviour (ASB), 11-Unjustified Actions ( UA), 13-Copycat Behaviour (CB),

16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were significant at

α =.01.

The results indicated that Punjabi movies affected behaviour of different groups of youth with different occupation level in different factors. Back masking

Effect and Unjustified Actions are affected in unemployed group of Punjabi movie watchers. Domestic Violence and Emotional Actions are affected in private service employed group of Punjabi movie watchers. Copycat Behaviour and Anti-social

Behaviour are affected in Government service employed group of Punjabi movie watchers.

The hypothesis that the collective impact of Punjabi movies on the behaviour of the youth in developing violence does not depend on the occupation of an individual was rejected.

The f-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-

Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 7-Moral

Panic (MP), 12-Mental Illness (MI), 14-Vulgarity & Pornography (VP), and 15-

Action Against Injustice (AAI), were not significant.

It indicated that Punjabi movies equally affected different groups of youth with different occupation level in different factors. It indicated that Punjabi movies equally affected different groups of youth behaviour with business, students and housewife occupation level in above mentioned factors.

Table 4.12

Analysis of Variance among the youth with different education level of family head with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

Illiterate Middle (2) Matric (3) Inter (4) Graduation Master(6) Variables (1) n=49 n=67 n=24 (5) n=7 F Post n=4 M SD M SD M SD n=7 M SD hoc M SD M SD 1-C E 3.32 1.00 2.81 0.98 3.32 1.04 2.63 0.85 2.65 0.89 3.43 0.53 3.20** 4≤5≤2≤ 3=1≤6 2-AB 3.63 0.95 3.31 0.75 3.82 0.79 3.17 0.65 3.30 0.66 2.86 1.07 3.15** 6≤4≤5= 2≤1≤3 3-C N 2.63 1.01 2.47 0.77 2.91 1.15 2.30 0.53 2.49 0.61 2.57 0.98 1.58 4-PD 4.32 0.88 3.69 0.89 3.55 0.80 3.33 1.09 3.41 0.76 3.43 0.53 3.57** 4=5= 6≤3≤2≤ 1 5-LV 2.89 1.05 2.86 0.96 3.00 1.02 2.63 0.85 3.03 0.83 3.14 0.38 0.82 6-DV 4.53 0.61 4.19 0.92 4.23 0.68 4.43 0.97 3.27 1.02 3.57 1.13 8.37** 5≤6≤2≤ 3≤4≤1 7-MP 2.95 0.62 2.89 1.01 2.86 0.99 2.57 0.90 2.51 0.90 2.57 0.79 1.19 8-TV 4.32 0.67 3.58 1.25 3.59 1.14 3.13 1.14 3.05 1.08 3.29 1.11 3.98** 5≤4≤6≤ 2=3≤1 9-BE 4.26 0.93 4.08 0.84 4.00 1.11 3.33 0.99 3.32 1.13 3.29 1.38 4.49** 6=5=4 ≤3=2≤1 10-ASB 3.21 1.13 2.89 1.01 3.00 1.07 2.67 0.88 2.54 0.69 2.57 0.53 1.81

11-UA 4.21 0.66 3.87 0.91 4.09 0.72 3.44 1.05 3.35 0.96 3.52 1.05 3.89** 5≤4≤6≤

2≤3≤1 12-MI 2.79 1.03 2.50 1.00 2.77 1.31 2.23 0.73 2.41 0.80 2.29 0.76 1.32

13-C B 3.79 1.23 3.64 1.22 4.41 0.85 3.50 1.14 3.73 1.04 3.71 0.95 1.94 14-V P 2.00 1.05 2.03 1.03 2.41 1.33 2.53 0.90 2.68 0.88 2.57 0.53 2.23* 1=2≤3≤ 4=6≤5 15-A AI 4.53 0.84 4.31 0.67 4.27 0.98 3.60 1.33 3.27 1.35 3.57 0.98 5.86** 5≤6=4≤ 3=2≤1 16-E A 4.26 0.52 3.96 0.74 4.03 0.75 3.46 0.90 3.42 0.95 3.57 1.05 4.48** 5=4≤6≤ 2≤3≤1 T IM 4.09 0.50 3.78 0.53 4.01 0.73 3.45 0.49 3.46 0.47 3.57 0.47 6.43** 4=5≤6≤ 2≤3≤1

** P < .01 Level of significance, *P < .05 Level of significance

F-values for the constructs of Movie Impact Scale of Behaviour, 1-Cultivation

Effects (CE), 2-Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-Domestic

Violence (DV), 8-Volatility (TV), 9-Backmasking Effect (BE), 11-Unjustified

Actions (UA), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA), and

17-Total Impact of Movies (TIM) were significant at α =.01 and the F-values for, 14-

Vulgarity & Pornography(VP), was significant at α =.05.

It indicated that Punjabi movies affected behaviour of different groups of youth with different education level of family head in different factors. Psychiatric

Disorder, Domestic Violence, Temporal Volatility Back masking Effect, Unjustified

Actions, and Action against Injustice, Emotional Actions and Total Impact of Movies are affected in illiterate education level of family head group of Punjabi movie watchers. Aggressive Behavior is affected in matric education level of family head group of Punjabi movie watchers. Vulgarity & Pornography is affected in graduation education level of family head group of Punjabi movie watchers. Cultivation Effects is affected in master education level of family head group of Punjabi movie watchers.

F-values for, the constructs of Movie Impact Scale of Behaviour, 3-Criminal

Nature (CN), 5-Law Violence (LV), 7-Moral Panic (MP), 10-Anti-socialBehaviour

(ASB), 12-Mental Illness (MI), and 13-Copycat Behaviour (CB), were not significant.

It indicated that Punjabi movies equally affected different groups of youth behaviour with different education level of family head in different factors. It indicated that Punjabi movies equally affected different groups of youth behaviour with middle and intermediate education level of family head in above mentioned factors.

The hypothesis that the cumulative impact of Punjabi movies in developing violent behaviour of the youth from highly educated families and lowly educated families is uniform was rejected. It was further concluded that Punjabi movies have significant effects on the behaviour of the youths of different education level of family head.

Table 4.13

Analysis of Variance among the youth different occupation level of family head with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

Unemployed Business Private Executive Govt. Govt. job Variables (1) (2) job(3) (4) job(5) grade17& above(6) n=9 n=75 n=37 n=10 n=18 n=2 f Post M SD M SD M SD M SD M SD M SD hoc 1-C E 3.67 0.71 2.96 1.02 2.62 0.86 3.10 0.99 2.72 0.89 3.00 0.00 2.09 2-AB 4.11 0.78 3.53 0.76 3.11 0.70 2.70 0.67 3.28 0.75 3.00 0.00 5.29** 4<3<6< 5<2<1 3-C N 3.13 1.22 2.49 0.84 2.26 0.43 2.60 0.84 2.78 0.81 3.00 0.00 3.43** 3<2<4< 5<6<1 4-PD 4.44 0.53 3.64 0.95 3.35 0.89 3.50 0.53 3.61 0.98 3.00 0.00 2.39* 6<3<4< 5<2<1 5-LV 3.44 1.13 2.84 0.87 2.65 0.79 2.70 0.82 3.44 1.04 3.00 0.00 2.82* 3<4<2< 6<5=1 6-DV 4.67 0.50 4.03 1.00 3.41 1.12 3.50 0.71 3.67 0.77 4.00 0.00 3.74 3<4<5< 6=2<1 7-MP 3.56 0.88 2.88 0.93 2.32 0.67 2.20 0.79 2.72 0.96 3.00 0.00 4.51** 4<3<5< 2<6<1 8-TV 4.11 0.78 3.65 1.18 3.14 1.06 2.50 1.08 3.44 1.15 3.00 0.00 3.22** 4<6<3< 5<2<1 9-BE 4.67 0.50 3.77 1.13 3.24 1.06 3.70 1.06 4.00 0.77 4.00 0.00 3.35** 3<4=2< 5=6<1 10-ASB 4.00 1.00 2.80 1.00 2.51 0.65 2.60 0.70 2.89 0.90 3.00 0.00 4.17** 3<4<5< 2<6<1 11-UA 4.37 0.51 3.85 0.95 3.48 0.90 3.00 1.01 3.70 0.89 4.00 0.94 2.97** 4<3<5< 2<6<1 12-MI 3.44 0.59 2.53 0.93 2.19 0.78 2.60 0.52 2.33 0.97 3.00 0.00 2.96** 3<5<2< 4<6<1 13-C B 4.33 1.00 3.87 1.15 3.46 1.07 3.20 0.92 4.06 1.11 3.50 0.71 1.96 14-V P 2.78 1.39 2.27 1.08 2.27 0.84 2.40 0.70 2.61 1.09 3.50 0.71 2.96** 2=3<4< 5<1<6 15-A AI 4.33 1.00 4.04 1.02 3.73 1.24 3.60 0.84 3.78 1.70 2.50 0.71 1.37 16-E A 4.52 0.38 3.81 0.80 3.36 0.94 3.60 0.84 4.15 0.80 3.17 0.71 4.42** 6<3<4< 2<5<1 T IM 4.55 0.63 3.78 0.58 3.38 0.33 3.37 0.36 3.78 0.60 3.70 0.13 8.70** 4=3<6< 2=<5<1

** P < .01 Level of significance, *P < .05 Level of significance

F-values for the constructs of Movie Impact Scale of Behaviour, 2-Aggressive

Behavior (AB), 3-Criminal Nature (CN), 6-Domestic Violence (DV), 7-Moral Panic

(MP), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti Social

Behaviour (ASB), 11-Unjustified Actions (UA), 12-Mental Illness (MI), 14-Vulgarity

& Pornography(VP), 16-Emotional Actions (EA), and 17-Total Impact of Movies

(TIM) were significant at α .01. The F-values for, 4-Psychiatric Disorder (PD) and 5-

Law Violence (LV), were significant at α =.05.

It indicated that Punjabi movies affected different groups of youth behaviour with different occupation level of family head in different factors. Aggressive

Behavior, Criminal Nature, Psychiatric Disorder, Law Violence, Domestic Violence,

Moral Panic, Temporal Volatility, Back masking Effect, Anti-social Behaviour,

Unjustified Actions, Mental Illness, Emotional Actions, and Total Impact of Movies are affected in unemployed family head group of Punjabi movie watchers. Vulgarity

& Pornography factors are affected in Govt. job grade17& above of family head group of Punjabi movie watchers.

The constructs of Movie Impact Scale of Behaviour, 1-Cultivation Effects

Copycat Behaviour and Action against Injustice were not significant. It indicated that Punjabi movies equally affected different groups of youth behaviour with different occupation level of family head in above mentioned factors in

Unemployed Business, Private Job and Executive Govt. job.

The hypothesis that the cumulative impact of Punjabi movies in developing violent behaviour of the youths is not dependent on the occupation of the parents of an individual was rejected.

It was further concluded that Punjabi movies have significant effects on the behaviour of the youth with different occupation level of family head.

Table 4.14

Analysis of Variance among the youth with different income level of family head with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour

Below 6000- 11000- 21000- Above f Post 5000(a) 10000 (2) 20000 (3) 40000 (4) 41000 (5) hoc n=21 n=92 n=23 n=13 n=2 M SD M SD M SD M SD M SD 1-CE 3.43 1.08 2.83 0.8 2.78 0.10 2.85 1.21 2.50 0.71 1.94 2-AB 3.67 0.91 3.27 0.7 3.30 0.82 3.69 0.95 3.50 0.71 1.73 1 3-C N 2.76 1.18 2.45 0.72 2.43 0.59 2.92 1.04 2.50 0.71 1.52 4-PD 4.10 0.77 3.47 0.99 3.65 0.77 3.62 0.65 3.50 0.71 2.09 5-LV 2.86 0.96 2.83 0.94 2.96 0.88 3.23 0.60 3.50 0.71 0.82 6-DV 4.57 0.60 3.61 1.04 3.91 0.90 4.08 0.95 4.00 1.41 4.58** 2≤3≤5 =4≤1 7-MP 3.29 0.84 2.70 0.82 2.39 0.94 2.62 1.26 2.50 0.71 3.02* 3≤5≤4 ≤2≤1 8-TV 3.86 1.06 3.30 1.16 3.39 1.27 3.69 0.95 4.50 0.71 1.60 9-BE 4.29 0.78 3.49 1.12 3.96 0.98 4.00 1.08 4.00 0.00 3.16** 2≤3≤4 =5≤1 10-ASB 3.19 1.17 2.71 0.91 2.74 0.86 3.00 0.82 2.50 0.71 1.37 11-UA 4.08 0.72 3.56 0.95 3.91 0.94 3.90 1.06 3.67 1.88 1.78 12-MIS 3.05 1.16 2.40 0.85 2.22 0.95 2.77 1.09 2.00 1.00 2.99* 5≤3≤2 ≤4≤1 13-C B 4.00 1.05 3.74 1.15 3.74 1.01 3.54 1.33 4.50 0.71 0.58 14-V P 1.95 1.20 2.33 0.95 2.61 0.99 2.85 1.21 2.50 0.71 1.96 15- AAI 4.52 0.75 3.68 1.22 4.00 1.13 4.23 1.09 4.00 1.44 2.69* 2≤3=5 ≤4≤1 16-E A 4.14 0.62 3.68 0.87 3.64 0.94 3.95 0.88 3.50 1.65 1.54 T IM 4.10 0.66 3.58 0.54 3.66 0.46 3.93 0.69 3.14 0.84 4.17** 5≤2≤3 ≤4≤1

** P < .01 Level of significance, *P < .05 Level of significance

F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic

Violence (DV), DV, 9-Backmasking Effect (BE) and 17-Total Impact of Movies

(TIM)TIM were significant at α =.01. The F-values for, 7-Moral Panic (MP), 12-

Mental Illness (MI), and 15-Action Against Injustice (AAI), was significant at α =.05.

It indicated that Punjabi movies affected behaviour of different groups of youth with different income level of family head in different factors. Domestic

Violence, Moral Panic, Back masking Effect, Mental Illness, Action against Injustice and Total Impact of Movies are affected in below Rs. 5000 levels of income of family head group of Punjabi movie watchers

F-values for the constructs of Movie Impact Scale of Behaviour, Cultivation

Effects, Aggressive Behavior, Criminal Nature, Psychiatric Disorder, Law Violence,

Temporal Volatility, Anti-social Behaviour, Unjustified Actions, Copycat Behaviour,

Vulgarity & Pornography, and Emotional Actions, were not significant and equally affected in all income levels of family head group of Punjabi movie watchers above

Rs. 5000 .

The hypothesis that the collective impact of Punjabi movies in developing violent behaviour among youth with high and low economic status is equal was rejected. It was further concluded that Punjabi movies have significant effects on the behaviour of the youths of different income levels of family head.

Chapter V

SUMMARY, FINDINGS, DISCUSSION, CONCLUSIONS

AND RECOMMENDATION

5.1 Summary

The contemporary media of mass entertainment with sophisticated technology, inspiring audio-visual effects and state-of-the-art techniques possess the potential to change a very small incident into a significant one by presenting it on the silver screen. The bombardment of violent imageries on television and cinema is producing great social, economic, cultural, and complex behavioural changes in

Pakistani society. The objective of the present study is to explore link that may be present between exposure to the violence-saturated Punjabi movies and their impact on Pakistani youth with special focus to the province of Punjab which is the only area in the country for the production and exhibition of these movies.

Punjab is the largest province of Pakistan in terms of population and Punjabi is a native language of its population. Punjabi movies are very effective source of entertainment for the population that constitutes 48% of the total population of the country. These movies influence the socio-cultural life of the youth by introducing new trends in behaviour.

Some Punjabi movies communicate a message of parental obedience, humanity and respect for other sects of the society and infuse some sort of sense of social responsibility toward the protection of the oppressed, others show extremely violent and barbaric scenes of physical torture bloodshed and songs based on vulgarity. It is considered that second category of the movies develop emulative behaviour in the real life of the viewers if they are exposed to them repeatedly.

Although, it is quite contrary to the existing Pakistani laws governing the production of movies such movies as may contain elements of vulgarity, pornography, callous fights, and horrible scenes of bloodshed, the production of these gory movies continues unabated.

Sultan Rahi, the legendary hero of hundreds of Punjabi movies and the king of bloodshed introduced the toxic trend of killing hundreds of his rivals by himself rather than taking them to the court of law.

Humorous movies, romantic movies, art movies, horror movies, and action movies are the main types of Punjabi movies and almost all of them represent violence. Humorous Punjabi movies of the 1970s and 1980s depicted happy violence.

They left behind a clear social message about the about the type of social behaviour that was liable to be penalized. Also, the rate of crime during 1970-80 was low compared with the present rate of crime in the country. In the humorous Punjabi movies, the villain was caught either by the people or by police and in either case was punished by the law. In contrast to the humorous movies, the violent movies introduced justifiability of the violence. Thus movies with scenes of extrajudicial killings and revengeful bloodshed captured the cinema market of Punjab. The villain along with his accomplices was killed by the hero at the end of the movie. In other words, the concept of the hero emerged as a person who must kill all his enemies by himself before the end of the movie. This tend gave birth to violence-hungry viewers and the violence-saturated movies began to rule over cultural industry of Punjab.

Media experts opine that such type of representations encourage youth to emulate violent behaviour. When a hero commits an act of extreme violence for a justifiable good reason for protecting the helpless and the oppressed, the situation may turn out to be more problematic. It makes hero‘s violence justifiable as compared

93 to the violence by a villain.

The movies provide the audience with jovial life patterns. The movies under consideration are humorous and action movies. Punjabi movies are shown on big screen; and through cable network. Watching of these movies is quite affordable at home cable connection with 30 to 100 channels costs only 100 to 300 rupees (almost

US $1 to 4) per month depending upon the locality and availably of channels.

Certain factors like injustice, poverty, illiteracy, lawlessness, and unemployment have goaded the situation further. Hence, the exposure to these movies either teaches the audience a lesson or leads to arousal of anger that may cause behavioural changes.

It is common perception that when viewers suffering from economic deprivations and injustice watch these movies, they try to emulate their hero in real life to solve problem forcefully.

Long term exposure to these movies may lead a viewer to learn either certain positive traits or emotional imbalances causing psychological problems. Exposure to certain critical scenes conforming to the harsh realities of the past of a viewer may desensitize him; lead him to positive change, cause anxiety, moral panic or depression.

Study in hand is concerned with the impact of Punjabi movies on youth whether exhibited in cinema houses or on television or via cable network.

The objectives of the study included: 1) explore the factors of youth behaviour affected by the movies. 2) Validate the Movie Impact Scale of Behaviour (MISB) to measure the youth behaviour. 3) Find out the difference of violence between the

Punjabi movie watchers and non-movie watchers. 4) Find the impacts of movies on youth behaviour with less and more exposures of movies. 5) Identify the effects of

94 movies on male and female youth behaviour 6) Find out the effects of movies on youth behaviour with different age groups 7) Explore the impacts of movies on youth behaviour with different educational levels 8) Trace out the impacts of movies on youth behaviour with different economic status of parents 9) Investigate the impacts of movies on youth behaviour with different occupations of the parents 11) Identify the impacts of movies on youth behaviour with different educational levels of the parents 12) Find the impacts of movies on youth behaviour with different conviction status.

Pakistan, a land of inter-cultural understanding as well as inter-communal harmony is currently facing a strong wave of violence. Its largest province, Punjab, with its multicultural dynamics embraces Sikh community, Hindus and Christians who have been respected, privileged and protected by Punjabis for decades.

Unfortunately, the tolerant culture of Punjab has been transformed into the culture of violence. This extraordinary social change is due to media of mass entertainment including Punjabi movies.

Pakistan, with sophisticated missile technology potential, is a nuclear power.

But it is facing extremely violent behaviour by certain ferocious and warlike groups.

This situation endangers its survival. It may trouble South Asia and shake the global community if these groups begin to export violence across the borders.

Consequently, the situation demands understanding of the drives behind the behavioural change to settle the issue before it becomes a headache for the world community.

The study helped explore the link between the behavioural change of youth because of because of Punjabi movies in terms of less exposure and frequent exposure. Recommendations may help in normalizing the rising violence-based

95 criminal behaviour in the in the country.

What frustrates the media experts regarding the solution to media violence is the lack of practical plans and they also accept as problem is rising day by day.

Profit– driven media lords are promoting the violence at unprecedented pace. It is not just a coincidence. Events in everyday life have close resemblance with those exhibited on screen. It is the financial incentive that drives the producers to select and conceive a film (Trend, 2007).

The study in hand would not only provide practical plans to overcome this problem of change in behaviour due to the impact of violent Punjabi movies but also evaluate the gravity of the issue which would, consequently, envision the film producers to provide better entertainment with a focus on reformation of Pakistani society which already has tendency towards terrorism due poverty, social injustice and economic inequalities that exist between the elite and the poor class. The study provided the people an insight into the impact of Punjabi movies on the behaviour of the youth. It would also provide guideline to the public policy makers of the cultural industry and movies producers to develop implementable ethics in their profession.

The study also provided the government the real picture of the impact of Punjabi movies on society.

Purpose of the study was to explore the factors of youth‘s behaviour affected by the Punjabi movies and to validate the Movie Impact Scale of Behaviour (MISB) in order to measure the change in youth‘s behaviour. The study explored the effects of

Punjabi movies on behaviour of the youth with different demographics, socioeconomic conditions and convictional status of the youth.

The study was of descriptive and causal comparative in nature. It included in- depth interviews of Punjabi movie watchers and non-watchers in natural settings

96 along with observations of the focus group. Data was collected from two groups of frequently movie watchers and non-movie-watchers. In the study, two Focus Groups were conducted among diversified groups representing youth (from both genders), educationalists, psychologists, sociologists, criminologists, film industry stars, cultural reporters, law experts, cultural studies experts, representative of the media industry, Punjabi movie song writer, representative of the movie producers and intellectuals, to collect data about impact of Punjabi movies on youth behaviour.

Explanation and interpretation of Focus Groups provided information regarding spontaneous feelings and the reasons of change in behaviours. Members of leading

Non-Governmental Organizations (NGOs) were invited, discussion were invited to discuss the topic of dissertation. Initially discussion was recorded on a digital recorder and then it was transferred to computer for data analysis.

Movie Impact Scale of Behaviour (MISB) was developed to measure the behaviour of the youth. The scale was based on literature and validated through four distinctive developmental phases: instrument construction, administration, scoring, and interpretation.

The design of the study included the preparation of Movie Impact Scale of

Behaviour (MISB) to measure the behaviour of the youth. Content and Factorial validities were established. Reliability of the Movie Impact Scale of Behaviour

(MISB) was determined with Cronbach‘s Alpha.

Movie Impact Scale of Behaviour was based on two communication theories related to behavioural change including Cultivation Theory (Gerbner, and Gross

1970s) and Social Cognitive Theory (Bandura, 1986). It consisted of following diverse factors including Cultivation Effects (first order and second order),

Aggression (behavioural, physical and instrumental), Criminal nature (larceny,

97 sexual abuse, abduction and homicide), Psychiatric disorder (frustration and anxiety),

Law violence (signal breaking, queue breaking, retaliatory behaviour and justifiable behaviour), Domestic violence (violence against children, spousal violence and street violence), Moral panic (negative impact on society, violation of others‗ rights),

Temperamental volatility (reaction in a mob, participation in purges and pogroms),

Back masking, Antisocial behaviour (self-oriented and others‘ oriented ), Unjustified actions (Herd mentality, Scapegoat behaviour and Mass Hysteria), Mental illnesses

(Sadism and masochism), Copycat Behaviour, Vulgarity and pornography, action against injustice, Emotionalism (expressions and actions).

For preliminary tryout, analysis of statements and for the validity and reliability of the instrument, 115 items were constructed using the above mentioned 26 constructs. 17 frequent Punjabi movie watchers (ten male and seven female) and 15 non-watchers (nine male and six female) from youth were interviewed with the help of Movie Impact Scale of Behaviour to conduct pilot study. Data collected from the pilot study was analyzed and some statements were removed, or revised in the lights of results and content analysis by experts. After the pilot study,

92 items were found valid for 16 constructs.

For the scoring, Likert scale was used to measure the behaviour of the respondents. The interview guide was based on five point rating scale i.e., strongly agree, agree, Undecided, disagree, and strongly disagree. Options given below were tabulated by inverse weighing respectively, 1st choice; 5 points, 2nd choice; 4 points,

3rd choice; 3 points, 4th choice; 2 points, 5th choice; 1 point. 32 youths were interviewed from both genders with the help of Movie Impact Scale of Behaviour in which 17 were used to watching movies on regular basis while the 15 were non- watchers of the Punjabi movies. It was done to discriminate between the scores of

MISB of frequent movie watchers and non-movie watchers. It was assumed that movies watchers would have got more scores than the non-Punjabi movie watchers. It was observed true in the pilot study.

Youth including male and female of age group ranging from 15 to 24 years with frequent Punjabi movie watching behaviour in Punjab constituted the population of the study.

The sample of the study was selected from the population considering each division being clusters of Punjab Province. Four clusters were selected randomly from the eight divisions as cluster from the Punjab province. A total sample of 177 youth from both genders was taken out of which 151 were those who were used to watching

Punjabi movies frequently and 26 youth were those who were not used to watching the movies. They were interviewed as sample from the four divisions of the Punjab province. 101 male and female youths from the respective groups of movie-watchers and non-movie-watchers were selected from each of the divisions as clusters based on purposive sampling technique.

The Sample was chosen from the Province of Punjab because Punjabi movies are not exhibited in the rest of the four provinces including Sindh, Balochistan,

Khyber Pakhtunkhwa (new name given to former North Western Frontier Province in

2010), Gilgit Biltistan (new province of Pakistan announced in 2009) as their languages are entirely different from Punjabi.

For establishing the content validity of the Movie Impact Scale of Behaviour

(MISB), judgmental procedure was used. A panel of five experts was consulted. The experts had a long experience of psychological and communicational observations and interviewing the different individuals for different purposes. On the recommendations of the experts the language, content and items of the Movie Impact

Scale of Behaviour (MISB) were finalized for further study.

Factor analysis was run on scores attained from the interview with the help of

Movie Impact Scale of Behaviour to determine the construct validity. Exploratory factor loading to map out the most important variables for the Movie Impact Scale of

Behaviour (MISB) was explored on the basis of data collected from the sample of the study. Confirmatory factor analysis was run for the confirmation of sub-scales to confirm the variables in the scale as were selected in the exploratory factor analysis in the pilot test.

Reliability of Movie Impact Scale of Behaviour (MISB) was determined in terms of internal consistency and stability. The stability of the (MISB) was determined by means of the test-retest reliability analysis by selecting 15 of the youths from one of the clusters. They were interviewed again and scored on MISB.

The attained scores were compared with the first interview scores on MISB. The consistency of both the scores confirmed the stability reliability of the MISB.

Consistency in the factors was established using exploratory factor analysis and

Cronbach‘s Alpha.

5.2 Findings

1- Two focus groups were conducted with diverse participants from relevant

background. The report of the focus group is as given below.

A star that has performed in more than 500 films as a hero, co- hero, or villain and was saying that it was a crime. But at the same time he views that acts of barbaric violence portrayed in Punjabi movies are justifiable in terms of reflection of social happenings and the public demand.

The cultural reporter termed these movies as unrepresentative of the culture of

Punjab as people of Punjab are not as brutal, ferocious and unruly as they are depicted

100 in the movies. He also lamented the trend of introducing killers, the wicked and the most notorious persons as role models by portraying them as heroes in films. He also criticized producers who have introduced violence not as act of crime but as a culture of violence to the society. He argued that extreme poverty, unemployment and injustice or delayed justice makes the youth forget consequences of the crime.

A female representative of the youth argued that Movies don‗t promote violence as developing of violence in an individual partly depends on genetic makeup.

A male representative of youth observed that his students who watch violent

Punjabi movies show signs of little bit different attitude than those who do not.

The law expert analyzed that the violent and criminal nature of an individual depends on certain factors that pave the path to violent behaviour like broken family, contentious nature of parents, low economic status, anti-religion approach, revengeful traditions of the region. Hence, films are neither good nor bad. It all depends on the perception of the person on the receiving end how he interprets them.

A psychologist observed stated that romantic movies too have some acts of violence even a love story doesn‗t escape. These movies do exercise deep-rooted impact on immature minds and even in shaping up youth behaviours. He observed that the modeling aspect of social learning theory provides ample evidence that movies bring about changes in youth behaviour by providing them role models in the form of heroes who provide them stimulus for thought and action in real life.

Physiological and neurological changes produce chemical changes which appear in blood if an individual is continuously exposed to violent acts or aggression.

Neurological changes take place when we watch different actions that initiate impulses. Consequently, the movies became a considerable source of anxiety for the

101 youth. He concluded that Punjabi movies do generate violence.

A representative of electronic channel and experienced journalist reprimanded the Punjab cultural industry for promoting criminals as heroes and said that the trend has transformed the culture of peace into a culture of violence by introducing a crime wave among the youth. He linked the rising crime culture in Pakistan with these movies and suggested that entertainment industry should give up stereotype stories and need to adopt innovative writers with diverse multicultural experiences touching the socio-economic problems of the common man.

A participant from cultural industry who had written more than 25 thousand songs in Punjabi as well as Urdu language for Pakistani and Indian film industry suggested that He supported the biological and sociological impacts of films on the youth as stated by other participants. He conclusively remarked that fabric of the story of a film, performance of the artists and audio visual techniques appeal the audience.

Present movies are not up to the standard of morality nor can they be a match of

Indian much-investing cultural industry which has recently been allowed to exhibit its movies in Pakistani cinema houses.

A an experienced criminologist claimed that people with low economic status in society have more tendency to indulge in criminal activities like theft, abduction, sexual abuse, physical violence or instrumental violence after being inspired by the

102 acts of a role model shown as a hero in a Punjabi movie. He also stated that vulgar songs exhibited in the movies stir up the youth emotions and those who are already prone to sexual activities, fall in crime.

A representative of the Non-profit Organization stated that Punjabi movies are infusing the emotional trend of vindictive feelings and revengeful notions by providing their justification. The movies teach the youth that they should work out extrajudicial killings and punishment themselves instead of taking a criminal to the court of law.

A communication & cultural studies expert said that Punjabi film industry is deteriorating in its standards because of the lack of planning. Films should be prepared according to the needs of the society and to prepare the new generation for the future challenges. He added that Punjabi films can promote moral values and inter-communal harmony if planned properly and used effectively as tool of understanding, not merely as a source of entertainment.

2- Sixteen factors arranged in Varimax Rotation are indicated in Table 4.1. The

factor loading on sixteen factors confirmed hypothetical framework proposed

for the Movie Impact Scale of Behaviour. The factor loading for, the

constructs of Movie Impact Scale of Behaviour, 2-a) Behavioural Aggression

(1), 2-c) Instrumental aggression(1), 2-c) Instrumental aggression(1), 3-a)

larceny (1), 3-b) Sexual abuse(1), 3-d) Homicide (2), 4-a) Frustration(1), 4-b)

Anxiety (3), 4-b) Anxiety(4), 5-d) Justifiable Behaviour (2), 6-a) Violence

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Against Children(7), 10-b) Other anti-social(1), 13-Copycat Behaviour

(CB)(1), 16-a) Expression(2) and 11-Unjustified Actions (UA)(4), are

between 0.40-0.50. It indicated that above mentioned constructs of Movie

Impact Scale of Behaviour had sufficient factor loading for establishing the

factorial validity.

3- The factor loading for, the constructs of Movie Impact Scale of Behaviour, 2-

b) Physical aggression, 2-c) Instrumental aggression (2), 1-a) Cultivation

effect 1st order (2), 1-b) Cultivation effect 2nd order (1), 2-b) Physical

aggression (1) ,2-b) Physical aggression (2), 2-b) Physical aggression (3), 2- c)

Instrumental aggression (2), 2- c) Instrumental aggression (3), 3-a) larceny

(2), 3-c) Abduction (1),3-c) Abduction (2), 3-d) Homicide (1), 4-b) Anxiety

(2), 4-b) Anxiety (1), 5-a) Signal breaking (1), 5-a) Signal breaking (2), 5-b)

Queue breaking (1), 5-c) Retaliatory Behaviour (1), 5-d) Justifiable

Behaviour (1), 6-a) Violence Against Children (2), 6-a) Violence Against

Children (3), 6-a) Violence Against Children (4), 6-a) Violence Against

Children (5), 6-a) Violence Against Children (6), 6-a) Violence Against

Children (7), 6-c) Street violence (1), 7-a) Negative Impact on society (1), 7-

a) -Negative Impact on society (2), 7-a) Negative Impact on society (3), 7-b)

Violation Other Right (1), 7-b) Violation Other Right (2), 8-a) Reaction in

mob (1), 8-b) Participation in Pogrom &Purges (1), 8-b) Participation in

Pogrom &Purges (2), 9-Backmasking Effect (BE) (1), 9-Backmasking Effect

(BE) (2), 9-Backmasking Effect (BE) (3), 10-a) Self Anti-social(1), 10-a) Self

Anti-social (2), 10-b) Other anti-social (2), 10-b) Other anti-social (3), 12-a)

Sadism (1), 12-a) Sadism (2), 12-b) Masochism (1), 12-b) Masochism (2), 13-

Copycat Behaviour (CB) (2), 13-Copycat Behaviour (CB) (3), 13-Copycat

104

Behaviour (CB) (4), 14-a) Vulgarity (1), 14-a) Vulgarity (2), 14-b)

Pornography (1), 14-b) Pornography (2), 15-Action Against Injustice (AAI)

(1), 15-Action Against Injustice (AAI) (2), 15- Action Against Injustice

(AAI) (3), 15-Action Against Injustice (AAI) (4), 16-a) Expression (1), 16-a)

Expression (3), 16-b) Actions (2), 16-b) Actions (3), 11-Unjustified Actions

(UA) (1), 11-Unjustified Actions (UA) (2), 11-Unjustified Actions (UA) (3),

11-Unjustified Actions ( UA) (5), 11-Unjustified Actions ( UA) (6), are

between 0.60-0.70. It indicated that above mentioned constructs of Movie

Impact Scale of Behaviour had good factor loading for establishing the

factorial validity. (Table. 4.1)

4- The factor loading for, the constructs of Movie Impact Scale of Behaviour, 1-

a) Cultivation effect 1st order, 1-b) Cultivation effect 2nd order (2), 2-a)

Behavioural Aggression (2), 2-a) Behavioural Aggression (3), 3-b) Sexual

abuse (2), 4-a) Frustration (2), 5-b) Queue breaking (2), 5-c) Retaliatory

Behaviour (2), 6-a) Violence Against Children (1), 6-a) Violence Against

Children (2), 6-a) Violence Against Children (1), 6-c) Street violence (2), 8-a)

Reaction in mob (2), and 16-b) Actions (1), are 0.80 or above. It indicated

that above mentioned constructs of Movie Impact Scale of Behaviour had high

factor loading for establishing the factorial validity. (Table. 4.1)

5- Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of

Behaviour including,1-a) Cultivation effect 1st order, 2-a) Behavioural

Aggression, 2-b) Physical aggression, 3-c) Abduction criminal nature, 4-a)

Frustration, 5-d) Justifiable Behaviour, 6-c) Street violence, 7-a) Negative

Impact on society, 7-b) Violation Other Right, 8-a) Reaction in mob, 8-b)

Participation in Pogrom &Purges,11-a) Herd mentality, 11-b) Scapegoat and

105

16-a) Expression are between 0.30 and 0.50. It is indicated that these

constructs had acceptable range of coefficient for reliability of the Movie

Impact Scale of Behaviour. (Table. 4.2)

6- Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 1-b) Cultivation effect 2nd order, 2-c) Instrumental

aggression, 3-a) larceny, 4-b) Anxiety, 5-a)Signal breaking, 6-b) Violence

against spouse, 9-Backmasking Effect, 10-a) Self Anti-social, 10-b) Other

anti-social, 11-c) Mass hysteria, 15-Action Against Injustice and 16-b)

Actions are between 0.60 and 0.70. It is indicated that these constructs had

good range of coefficient for reliability of the Movie Impact Scale of

Behaviour. (Table. 4.2)

7- Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 3-d) Homicide, 5-c) Retaliatory Behaviour, 14-b)

Pornography, 14-a) Vulgarity, 5-a) Signal breaking, 3-b) Sexual abuse, are

above 0.70. It is indicated that these constructs had very good range of

coefficient for reliability of the Movie Impact Scale of Behaviour. (Table. 4.2)

8- Correlation Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 2-Aggressive Behavior (AB), 4-Psychiatric Disorder

(PD), 6-Domestic Violence (DV), 8-Temporal Volatility (TV), 16-Emotional

Actions (EA) and Total Impact of Movies (TIM) are above 0.60. It is

indicated that these constructs had good range of coefficient for reliability of

the Movie Impact Scale of Behaviour. (Table. 4.3)

9- Correlation Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 1-Cultivation Effects (CE), 3-Criminal Nature (CN), 5-

Law Violence (LV), 9-Backmasking Effect (BE), 10-Anti-socialBehaviour

106

(ASB), 11-Unjustified Actions (UA), 13-Copycat Behaviour (CB), 14-

Vulgarity & Pornography (VP) and15-Action Against Injustice (AAI) are

above 0.70. It is indicated that these constructs had very good range of

coefficient for reliability of the Movie Impact Scale of Behaviour. (Table. 4.3)

10- Correlation Coefficients for the constructs of Movie Impact Scale of

Behaviour including, 7-Moral Panic (MP) and 12-Mental Illness

Sadomasochism (MIS) are above 0.80. It is indicated that these constructs had

very good range of coefficient for reliability of the Movie Impact Scale of

Behaviour. (Table. 4.3)

11- The constructs of Movie Impact Scale of Behaviour including, 2-a)

Behavioural Aggression, 2-b) Physical aggression,, 3-Criminal Nature (CN),

4- Psychiatric Disorder (PD), 5-Law Violence (LV), 6-Domestic Violence

(DV), 7-Moral Panic (MP) 8-Temporal Volatility (TV), 9-Backmasking Effect

(BE), 10-Anti-socialBehaviour (ASB), 11-Unjustified Actions (UA), 12-

Mental Illness (MI), 13-Copycat Behaviour (CB), 14- Vulgarity &

Pornography(VP) 15-Action Against Injustice (AAI), 16-Emotional Actions

(EA) and 17-Total Impact of Movies (TIM) had mean scores more than 3.5

which indicated that frequent Punjabi movie watchers agreed with the

indicators of violence in their behaviour. (Table. 4.4)

12- The constructs of Movie Impact Scale of Behaviour including, 1-a)

Cultivation effect 1st order, 1-b) Cultivation effect 2nd order, 1-Cultivation

Effects (CE), 2-c) Instrumental aggression, 2-Aggressive Behavior (AB), 3-b)

Sexual abuse, 3-d) Homicide, 3-Criminal Nature (CN), 5-Law Violence (LV),

7-a) Negative Impact on society, 7-b) Violation Other Right, 7-Moral Panic

(MP), 8-Temporal Volatility (TV), 10-a) Self Anti-social, 10-b) Other

107

anti-social, 10-Anti Social Behaviour (ASB), 12-b) Masochism, and 14-b)

Pornography had mean values more than 2.5 scores on the Movie Impact

Scale of Behaviour which indicated the more violent behaviour among youth

watching Punjabi movie. (Table. 4.4)

13- The constructs including 3-a) larceny criminal nature, 3-c) Abduction criminal

nature, 5-a) Signal breaking, 5-b) Queue breaking, 12-a) Sadism, 14- a)

Vulgarity and 14-Vulgarity & Pornography (VP), had mean scores less than

2.5 on Movie Impact Scale of Behaviour which indicated that no above

mentioned violence indicators are present in the behaviour of Punjabi movie

watchers. (Table. 4.4)

14- The t-values for, the constructs of Movie Impact Scale of Behaviour, 2-

Aggressive Behavior (AB), 3-Criminal Nature (CN), 4-Psychiatric Disorder

(PD), 5-Law Violence (LV), 6-Domestic Violence (DV), 7-Moral Panic

(MP), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 11-

Unjustified Actions ( UA), 12-Mental Illness (MI), 13-Copycat Behaviour

(CB), 16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM)

were significant at α =.01. Independent Samples t-test indicated that frequent

Punjabi movie watchers showed the above mentioned indicators of violent

behaviour. On the other hand, the t-values for 1-Cultivation Effects (CE), 10-

Anti-social Behaviour (ASB), 14-Vulgarity & Pornography (VP), and 15-

Action against Injustice (AAI), were not significant. So, Independent Samples

t-test indicates that non-watchers of the Punjabi movies showed the above

mentioned indicators of violence in their behaviour which were not the effects

of Punjabi movies but indicated the violent behaviour. So the hypothesis that

the cumulative impact of Punjabi movies on the watchers differentiates them

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from non-watchers in behavioural trait was accepted. (Table. 4.5)

15- The t-values for, the constructs of Movie Impact Scale of Behaviour, 1-

Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-Criminal Nature

(CN), 5-Law Violence (LV), 7-Moral Panic (MP), 8-Temporal Volatility

(TV), 10-Anti Social Behaviour (ASB), 12-Mental Illness (MI), 14-

Vulgarity & Pornography(VP), 17-Total Impact of Movies (TIM) were

significant at α=.01 and 9-Backmasking Effect (BE) and 15-Action Against

Injustice (AAI), were significant at α =.05. Independent Samples t-test

indicated that more Punjabi movie watchers showed the above mentioned

indicators of violent behaviour more as compared to the less Punjabi movie

watchers. On the other hand, the t-values for 4-Psychiatric Disorder (PD), 6-

Domestic Violence (DV), 11-Unjustified Actions (UA), 13-Copycat

Behaviour (CB), and 16-Emotional Actions (EA) were not significant.

Independent Samples t-test indicated that less-watchers of the Punjabi movies

had less effects of above mentioned indicators of violence in their behaviour.

The hypothesis that the cumulative impact of Punjabi movies on youth is not

dependent on the time span for which they are exposed to these movies was

rejected. (Table. 4.6)

16- The t-values for the constructs of Movie Impact Scale of Behaviour, 2-

Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-Domestic

Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-

Anti Social Behaviour (ASB), 11-Unjustified Actions (UA), 12-Mental

Illness (MI), 13-Copycat Behaviour (CB), 15-Action Against Injustice (AAI),

16-Emotional Actions (EA) and 17-Total Impact of Movies (TIM) were

significant at α = .01 and t-values for 5-Law Violence (LV), and 1-Cultivation

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Effects (CE), were significant at α =.05. Independent Samples t-test indicated

that male Punjabi movie watchers showed the above mentioned indicators of

violent behaviour more as compared to the female Punjabi movie watchers.

On the other hand, the t-values for 3-Criminal Nature (CN), 7-Moral Panic

(MP), and 14-Vulgarity & Pornography (VP), were not significant.

Independent Samples t-test indicated that female-watchers of the Punjabi

movies showed less effects of above mentioned indicators of violence in their

behaviour as compared to male-watchers of the Punjabi movies. The

hypothesis that the cumulative effect of Punjabi movies in developing violent

behaviour among Male and female youth is equal as a result of exposure to the

Punjabi movies was rejected. (Table. 4.7)

17- F-values for the constructs of Movie Impact Scale of Behaviour, 7-Moral

Panic (MP), and 11-Unjustified Actions (UA), were significant at α =.05. It

indicated that different groups of youth behaviour watching movies using

different channels of entertainment. Punjabi movie watchers using cinema

were more influenced in Moral Panic. Punjabi movie watchers using Mini

Cinema were more influenced in Unjustified Actions as Herd mentality,

Scapegoat actions and Mass Hysteria Conclusively. (Table. 4.8)

18- F-values for the constructs of Movie Impact Scale of Behaviour,1-Cultivation

Effects (CE), 2-Aggressive Behavior (AB), 3-Criminal Nature (CN), 4-

Psychiatric Disorder (PD), 5-Law Violence (LV), 6-Domestic Violence (DV),

8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti Social

Behaviour (ASB), 12-Mental Illness (MI), 13-Copycat Behaviour (CB), 14-

Vulgarity & Pornography(VP), 15-Action Against Injustice (AAI), 16-

Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were not

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significant. (Table. 4.8)

19- Hypothesis that the collective impact of Punjabi movies in developing violent

behaviour of the youth watching movies through different channels of

entertainment is equal was accepted. (Table. 4.8)

20- F-values for the constructs of Movie Impact Scale of Behaviour, 3-Criminal

Nature (CN), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV), 7-

Moral Panic (MP), 8-Temporal Volatility (TV), 10-Anti-socialBehaviour

(ASB), 11-Unjustified Actions (UA), 15-Action Against Injustice (AAI), 16-

Emotional Actions (EA) and Total Impact of Movies (TIM) were significant

at α =.01 and the F-values for, 13-Copycat Behaviour (CB), was significant at

α =.05.It indicated that different groups of youth with age group 22-24 were

influenced in 3-Criminal Nature(CN), 4-Psychiatric Disorder (PD), 6-

Domestic Violence (DV),7-Moral Panic (MP) 8-Temporal Volatility (TV),

10-Anti-social Behaviour (ASB), 15-Action Against Injustice (AAI), 16-

Emotional Actions (EA) and 17-Total Impact of Movies (TIM),11-

Unjustified Actions (UA), 12-Mental Illness (MI), 13-Copycat Behaviour

(CB), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA), and

17-Total Impact of Movies (TIM). (Table. 4.9)

21- F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 5-Law

Violence (LV), 9-Backmasking Effect (BE), and 12-Mental Illness (MI), 14-

Vulgarity & Pornography (VP) were not significant. (Table. 4.9)

22- Hypothesis that the collective impact of Punjabi movies in developing violent

behaviour among youth is independent of their age groups was rejected.

(Table. 4.9)

23- F-values for, the constructs of Movie Impact Scale of Behaviour, 10-Anti-

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social Behaviour (ASB), 11-Unjustified Actions (UA), 15-Action Against

Injustice (AAI), and 16-Emotional Actions (EA) were significant at α =.01.

The f-values for 13-Copycat Behaviour (CB) was significant at α =.05. (Table.

4.10)

24- Punjabi movies affected different groups of youth behaviour with different

educational level in different factors. Antisocial behaviour and copycat

behaviour are affected in illiterate group of Punjabi movie watchers.

The illiterate people are commonly involved in copycat behaviour while

educated viewers are not greatly affected by violent content. Unjustified

Actions, Action against Injustice and Emotional Actions are affected in

middle level of education group of Punjabi movie watchers. (Table. 4.10)

25- F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-

Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 6-

Domestic Violence (DV), 7-Moral Panic (MP), 8-Temporal Volatility (TV), 9-

Backmasking Effect (BE), 12-Mental Illness (MI), 14-Vulgarity &

Pornography(VP), and 17-Total Impact of Movies (TIM) were not significant.

(Table. 4.10)

26- Hypothesis that Movies exercise the same collective effect in developing

violent behaviour of the youth groups regardless of their educational levels

was accepted. (Table. 4.10)

27- F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic

Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-

Anti-social Behaviour (ASB), 11-Unjustified Actions ( UA), 13-Copycat

Behaviour (CB), 16-Emotional Actions (EA), and 17-Total Impact of Movies

(TIM) were significant at α=.01. (Table. 4.11)

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28- Punjabi movies affected different groups of youth behaviour with different

occupation level in different factors. Back masking Effect and Unjustified

Actions are affected in unemployed group of Punjabi movie watchers.

Domestic Violence and Emotional Actions are affected in private service

employed group of Punjabi movie watchers. Copycat Behaviour and Anti-

social Behaviour are affected in Government service employed group of

Punjabi movie watchers. (Table. 4.11)

29- Hypothesis that the collective impact of Punjabi movies on the behaviour of

the youth in developing violence does not depend on the occupation of an

individual was rejected. (Table. 4.11)

30- F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-

Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 7-

Moral Panic (MP), 12-Mental Illness (MI), 14-Vulgarity & Pornography(VP),

and 15-Action Against Injustice (AAI) were not significant. (Table. 4.11)

31- Punjabi movies equally affected different groups of youth behaviour with

different occupation levels in above mentioned factors. It indicated that

Punjabi movies equally affect the behaviour of youth groups with business,

students and housewife occupation level in above mentioned factors. (Table.

4.11)

32- F-values for the constructs of Movie Impact Scale of Behaviour, 1-

Cultivation Effects (CE), 2-Aggressive Behavior (AB), 4-Psychiatric

Disorder (PD), 6-Domestic Violence (DV), 8-Temporal Volatility (TV), 9-

Backmasking Effect (BE), 11-Unjustified Actions (UA), 15-Action Against

Injustice (AAI), 16- Emotional Actions (EA), and 17-Total Impact of Movies

(TIM) were significant at α =.01 and the F-values for, 14-Vulgarity &

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Pornography(VP) was significant at α =.05. (Table. 4.12)

33- Punjabi movies affected different groups of youth behaviour with different

education levels of family heads in different factors. Psychiatric Disorder,

Domestic Violence, Temporal Volatility, Back masking Effect, Unjustified

Actions, Action Against Injustice, Emotional Actions and Total Impact of

Movies are affected in illiterate education levels of family heads group of

Punjabi movie watchers. Aggressive behaviors are affected in matric

education level of family head group of Punjabi movie watchers. Vulgarity &

Pornography is affected in graduation education level of family head group of

Punjabi movie watchers. Cultivation Effects is affected in master education

level of family head group of Punjabi movie watchers. (Table. 4.12)

34- F-values for the constructs of Movie Impact Scale of Behaviour, 3-Criminal

Nature (CN), 5-Law Violence (LV), 7-Moral Panic (MP), 10-Anti-

socialBehaviour (ASB), 12-Mental Illness (MI), and 13-Copycat Behaviour

(CB) were not significant. (Table. 4.12)

35- Punjabi movies equally affected different groups of youth behaviour with

different education levels of family heads in different factors. It indicated that

Punjabi movies equally affected different groups of youth behaviour with

middle and intermediate education level of family head in above mentioned

factors. (Table. 4.12)

36- Hypothesis that the cumulative impact of Punjabi movies in developing

violent behaviour of the youth from highly educated families and lowly

educated families is uniform was rejected. (Table. 4.12)

37- F-values for the constructs of Movie Impact Scale of Behaviour, 2-

Aggressive Behavior (AB), 3-Criminal Nature (CN), 6-Domestic Violence

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(DV), 7-Moral Panic (MP), 8-Temporal Volatility (TV), 9-

BackmaskingEffect (BE), 10-Anti-socialBehaviour (ASB), 11-Unjustified

Actions (UA), 12-Mental Illness (MI), 14-Vulgarity & Pornography (VP),

16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were

significant at α=.01. The f-values for 4-Psychiatric Disorder (PD) and 5-Law

Violence (LV) were significant at α= .05. (Table. 4.13)

38- Punjabi movies affected different groups of youth behaviour with different

occupation level of family head in different factors. Aggressive Behavior,

Criminal Nature, Psychiatric Disorder, Law Violence, Domestic Violence,

Moral Panic, Temporal Volatility, Back masking Effect, Anti -social

Behaviour, Unjustified Actions, Mental Illness, Emotional Actions, and Total

Impact of Movies are affected in unemployed family head group of Punjabi

movie watchers. Vulgarity & Pornography factors are affected in Govt. job

Grade 17 & above of family head group of Punjabi movie watchers. (Table.

4.13)

39- The constructs of Movie Impact Scale of Behaviour 1-Cultivation Effects,

Copycat Behaviour and Action against Injustice were not significant. (Table.

4.13)

40- Punjabi movies equally affected different groups of youth behaviour with

different occupation levels of family heads in above mentioned factors in

Unemployed Business, Private Job and Executive Govt. job (Table. 4.13)

41- The hypothesis that the cumulative impact of Punjabi movies in developing

violent behaviour of the youths is not dependent on the occupation of the

parents of an individual was rejected. (Table. 4.13)

42- F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic

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Violence (DV) DV, 9-Backmasking Effect (BE) and 17-Total Impact of

Movies, (TIM) were significant at α=.01. The f-values for 7-Moral Panic

(MP), 12-Mental Illness (MI), and 15-Action against Injustice (AAI) was

significant at α=.05. (Table. 4.14)

43- Punjabi movies affected different groups of youths‘ behaviour with different

income levels of family heads in different factors. Domestic Violence, Moral

Panic, Back masking Effect, Mental Illness, Action against Injustice and Total

Impact of Movies are affected in below Rs. 5000 level of income of family

head group of Punjabi movie watchers. (Table. 4.14)

44- F-values for the constructs of Movie Impact Scale of Behaviour, Cultivation

Effects, Aggressive Behavior, Criminal Nature, Psychiatric Disorder, Law

Violence, Temporal Volatility, Anti-social Behaviour, Unjustified Actions,

Copycat Behaviour, Vulgarity & Pornography, and Emotional Actions were

not significant and equally affected in all income levels of family head group

of Punjabi movie watchers above Rs. 5000. (Table. 4.14)

45- The hypothesis that the collective impact of Punjabi movies in developing

violent behaviour among youth with high and low economic status is equal

was rejected. (Table. 4.14)

5.3 Discussion

Most of the constructs on the Movie Impact Scale of Behaviour had factor loading at sufficient, good, and very good level. It provided the Movie Impact Scale of Behaviour as a valid instrument for measuring violent behaviour among youth.

Cronbach‘s Alpha coefficients had good and very good range of reliability coefficients. Correlation coefficients are also in a good and very good range of reliability coefficient which is good indicative of reliability of Movie Impact Scale of

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Behaviour. It helped in exploring different levels of violent behaviour with reference to demographical values of the youth. (Table. 4.1, 4.2, 4.3)

Mean scores of the most of the constructs on movie impact scale of behaviour were more than 2.5 to 3.5. It indicated that youth with exposure to Punjabi movies possessed violent behaviour to the level of agreed and strongly agreed. Only a few constructs showed mean score less than 2.5 which are indicative of violent behaviour in youth at a level of disagree and strongly disagree on the Likert‘s scale. This information showed only levels of violence present in the behaviour of the youth on the whole. Hence, the research question, whether Punjabi movies bring about changes in the behaviour of the youth, has been proved. The results, (Behavioural Aggression, and Physical aggression with M>3.5 instrumental behaviour and aggressive behaviour M>2.5) demonstrated that the youth exposed to the violent Punjabi movies exhibit strong traits of aggressive behaviour and prove the research question that the representation of violent imagery and gory scenes develop aggressive behaviour among the youth. (Table. 4.4)

It is further needed to explore the discrimination levels of intensity of violence in behaviour of the youth among in their variant demographics. It also requires finding out the degree of violent behaviour of the Punjabi movie watchers, non- watchers, watchers with low frequency and high frequency.

The comparison of impacts of Punjabi movies on movie-watchers and non- watchers with the help of t-test explained that all the constructs of the Movie Impact

Scale of Behaviour except cultivation effect, anti-social behaviour, vulgarity & pornography, and action against injustice were significantly present. It strongly supported the research question that the youth with frequent exposure to Punjabi movies and those without any exposure show different level of violence in their

117 behaviour. It was strange that even non-viewers of the Punjabi movies showed evidence of violence in their behaviour, but the difference of degree of violence between the viewers and the non-viewers was significant The violence in the behaviour of the non-watchers showed that they had some other external stimuli of influence like easy access to pornographic websites on internet and readily available compact discs throughout the province. Also, certain advertisements on international channels of infotainment carrying pornographic scenes accessible through home cable seduce the youth‘s attention and infect them. Publishing of the different news stories on news channels relevant with injustice in society committed by regional and feudal lords, and industrial brutes ruling over Pakistani society on the whole, also spurs the youth to adopt the action against injustice. (Table. 4.5)

Most of the constructs of the Movie Impact Scale of Behaviour differentiated among less and more movie-watchers on the basis of t-values of the independent sample. But Psychiatric disorder, domestic violence, unjustified actions, copycat behaviour and emotional actions were equally generated among less or more Punjabi movie watchers. These are the traits if once generated, retain their intensity and impact immediately at the initial stage. Besides, majority of the people of the Punjab are living in poverty and the youth of the same class have almost common couture to adopt media contents through socialization activities. It is mentionable that level of violent behaviour found in these constructs had agreed and strongly agreed levels in both genres of movie watchers. (Table. 4.6)

The comparison of most of the constructs of the Movie Impact Scale of

Behaviour on gender indicated that Total Impact of Movies on Aggressive Behavior,

Psychiatric Disorder, Domestic Violence, Temporal Volatility, Back masking Effect,

Anti-Social Behaviour, Unjustified Actions, Mental Illness, Copycat Behaviour,

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Action Against Injustice, Emotional Actions were at different levels among male and female youth. This difference may be because of the availability of access to the entertainment channels and resources. Furthermore, male have more interaction with fellows when compared with female youth with Pakistan socio-economic perspective where male member enjoy more social freedom then female member. For example, boys are allowed to go to cinema for watching a movie whereas girls are not. On the other hand, criminal nature, moral panic, vulgarity and pornography were found equal in both genders at agree and strongly agree levels on the movie impact scale of behaviour. It might be due to commonly shared modern innovations and trends equally adopted by both genders. (Table. 4.7)

For the comparison of movie watchers using different channels of entertainment, the youth watching movies at cinema were more influenced in moral panic. It might be due to the fact that cinema has its own popular culture along with strong sound effects. Whereas mini cinema goers were influenced by unjustified action like herd mentality, scapegoat actions and mass hysteria because some of them are so addict of these movies that they continue watching many movies in a hotel like mini cinema where there is no restriction on the part of the administration to leave the place after one show is over. It provides the audience with informal environment where they can repeat a scene of their choice many times on a VCR or DVD player.

But the hypothesis that the collective impact of Punjabi movies in developing violent behaviour of the youth watching movies through different channels of entertainment is equal was accepted. It was due to the fact that cinema culture flopped during the last decade. It has been replaced with other channels of entertainment. So, most of the constructs of the Movie Impact Scale of Behaviour have similar impacts on all

119 viewers watching Punjabi movies through different channels of entertainment. (Table.

4.8)

The comparison of the impact of Punjabi movies on different age groups of the youth showed that 22-24 year age group develop criminal nature, Psychiatric disorder, domestic violence, moral panic, temporal volatility, anti-social behaviour, unjustifiable behaviour, copycat behaviour and actions against injustice, emotional actions and total impact of movies more than the other two groups of the youth. The reason for accepting these effects by the youth at this level of age is that they become more mature and begin to ponder over the circumstances around them very seriously when they feel their parents in poverty and themselves unemployed. (Table. 4.9)

A comparison of the impacts of the Punjabi movies on the youth with different educational levels showed that illiterate youth were more prone to anti- social behaviour and copycat behaviour whereas middle class of the education level had more tendency towards unjustified actions, action against injustice and emotionalism. But the hypothesis that Movies exercise the same collective effect in developing violent behaviour of the youth groups regardless of their educational levels was accepted. It was due to the fact that Punjabi movie impacts are related with audio and visual senses. It created physical and mental changes in the body. Punjabi movies carried demonstration of actions, situation and events. So, the content of

Punjabi movies is more impressive as compare to the presentations of content in the educational system in our country. (Table. 4.10)

When the impact of Punjabi movies was compared in terms of occupation of the respondents, the unemployed youth showed more tendencies toward back masking and unjustified actions like herd mentality, scapegoat behaviour and mass hysteria. It seems that their behaviour is embedded in frustration and they may follow

120 the herd mentality as a depressed person hardly has his own candid opinion. Youth in private services were prone to domestic violence and emotional actions while those in Government services had more leaning toward copycat and anti-social behaviour. The difference of the impact in later categories of professions may be due to difference of work culture of the two places in terms of certainty and stability of jobs. (Table. 4.11)

The impact of Punjabi movies on the youth behaviour with reference to the educational level of the family head demonstrated that youth with illiterate family head had more mental illness, domestic violence, psychological disorder, temperamental volatility, back masking, unjustified action, action against injustice, emotionalism, and total impact of movies. This situation may be due to economic vulnerability and sense of deprivation and social insecurity. The youth whose family head was matric (high school graduated), showed impact in developing their aggressive behaviour, graduate (from a college) had trends of pornography and vulgarity, and post-graduate (from a university) had cultivation effects. The results showed that the rise in the educational level of the head of a family, lowers down the impact sever impacts on the youth grown up under his headship. Also, the nature of the effects of the movies become more refined and less-intensified that may not be harmful for others. It is according to our social norms that parents have control on the actions and reactions of the youth in casual life. So, the parental control of behaviour of the Punjabi movies watchers seemed to be effective. (Table. 4.12)

Likewise, impact of the Punjabi movies on the youth behaviour also depends on the occupation of the family head. Findings explain if a family head is unemployed his family members particularly youth gain aggressive behaviour, criminal nature, psychological disorder, law violence, domestic violence, moral panic,

121 temperamental volatility, back masking effect, unjustified actions, mental illness, total impact of movies while the youth whose family head is a Government officer illustrate predisposition towards vulgarity and pornography. Social frustration is the outcome of unemployment which may trigger violent behaviour in youth. On the other hand, high job satisfaction of the family head leads to sophisticated effects.

(Table. 4.13)

When the impact of Punjabi movies on youth was compared in terms of income of the family head of the respondent, youth with family head with a total income below Rs. 5000 per month (almost US $ 60) they confirm more propensity toward back masking, domestic violence, mental illness, action against injustice, and total impact of movies. It may be due to the fact that economic backwardness creates disappointment, illness, and exert somehow intensive effects in terms of violence.

These are the low income families that keep on committing domestic violence on trifles because of lack of resources and they also live among the same family and mutually develop the above mentioned effects. (Table. 4.14)

A valid and reliable movie impact scale of behaviour was developed. It was indicated that violent behaviour exists in most of the constructs at agreed and strongly agreed levels with the help of Movie Impact Scale of Behaviour. It was further indicated that Punjabi movie watchers were more prone to the violent behaviour as compare to the non-watchers. More movie watchers are more influenced in violent behaviour as compared to less movie watchers. Male watchers were more influenced by Punjabi movies than female. Youth aged from 22-24 years develop violent behaviour more than rest of two groups. Illiterate youth with illiterate parents are more affected by the Punjabi movies in a sense of developing violent behaviour.

Unemployed Youth with unemployed family heads are also more influenced by

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Punjabi movies. Similarly, if the family head falls in the category of low income group is more affected.

As far as the question of impact of Punjabi movies on different indicators of youth behaviour is concerned, the findings of the study illustrated very clearly that

Punjabi movies exercise different degree of impact on different indicators of youth behaviour. The difference of degree of violence in youth demographics shown in results between male and female age groups, educational and occupational level of the youth and their parents proved the research questions that the movies exercise impact on different indicators of youth behaviour and demographics differently.

5.4 Conclusions

1- Punjabi movies display barbaric acts of violence. The trend of introducing

killers, the wicked and the most notorious persons as role models by

portraying them as heroes in films is lamented. There existed difference of

attitude among watcher and non-watchers. Violent and criminal nature of an

individual depends on certain factors that pave the path to violent behaviour.

These movies do exercise deep-rooted impact on immature minds and even in

shaping up youth behaviour. But they were not up to the standard of morality.

They promoted extrajudicial killings instead of taking a criminal to the court

of law. This supports cultivation theory argument that watching violet content

results in violent behaviour among the viewers. The viewers by watching

violet content for a long time perceive that this world is full of violence.

Gerbner (1994) found that long exposure to violent television content, have a

propensity to cultivate the imagery of a comparatively dangerous world and

mean world full of violence.

2- Most of the factors of the Movie Impact Scale of Behaviour indicated the

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violence in behaviour.

3- Most of the constructs items of Movie Impact Scale of Behaviour had high or

good factor loadings which established its factorial / construct validity.

4- All the constructs of Movie Impact Scale of Behaviour had acceptable, good

and very good range of Cronbach‘s Alpha Coefficients, which determined the

reliability of Movie Impact Scale of Behaviour.

5- All the constructs of Movie Impact Scale of Behaviour had acceptable, good

and very good range of correlation Coefficients which determined the

reliability of Movie Impact Scale of Behaviour.

6- All indicators of violence showed the cumulative impact of the Punjabi

movies on the behaviour of the Punjabi movies watchers as compared to the

non-watchers of the Punjabi movies among the youth.

7- All indicators of violence showed the more cumulative impact of the Punjabi

movies on the behaviour of the more Punjabi movies watchers as compared to

the less Punjabi movie watchers among the youth.

8- All indicators of violence showed the more cumulative impact of the Punjabi

movies on the behaviour of the male-watcher of the Punjabi movies as

compared to the female-watchers of the Punjabi movie among the youth.

9- Punjabi movies had no collective effects on the behaviour of the youths

watching movies using different channels of entertainment on Movie Impact

Scale of Behaviour (MISB).

10- Punjabi movies significantly affected the behaviour of the youth‘s groups of

different ages.

11- Punjabi movies showed no significant effects on the behaviour of the youth

groups with different educational levels.

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12- The collective impact of Punjabi movies on the behaviour of the youth in

developing violence does not depend on the occupation of an individual.

13- Punjabi movies had significant effects on the behaviour of the youth with

different education levels of family heads.

14- Punjabi movies had significant effects on the behaviour of the youth different

occupation levels of family heads.

15- Punjabi movies had significant effects on the behaviour of the youths

of different income level of family head.

The findings show that violent Punjabi movies promote violence among the

Punjabi movie watchers. The more violent the movie content is, the more

aggressive the behaviour people have in real life. This supports Gerbner‘s

cultivation theory hypothesis that violent content leads to violent behaviour

changes among the viewers of such content. Similarly, according to Social

Learning theory people learn from their experience and when they

experience violent content time and again they develop such kind of

behaviour .Therefore, the findings of this study support cultivation theory.

5.5 Recommendations

1- There is dire need to explore the spurious variables affecting the youth

behaviour other than Punjabi movies in order to overcome the social

phenomenon of violent behaviour and intolerance present in Punjab

culture presently.

2- Valid and reliable Movie Impact Scale of Behaviour can be used to

identify the invisible social players like Indian movies, English movies,

local language dubbed violent cartoon, sex-based magazines leading to

sensual arousal in the youth to commit a crime, Portable play station

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violence-saturate actions games etc.

3- Effects of violent events in Pakistani society like identifying of street

fighters with their favorite hero and telecasting of the news story

regarding barbaric acts on society can be measured with the help of

Movie Impact Scale of Behaviour.

4- The scenes of extrajudicial killings shown in almost all hit Punjabi movies

should be completely banned as it has been observed in the light of

investigations of the social tragedies that the tendency of committing such

crime in real life in youth is gaining strong roots.

5- It is right time for the censor board of Pakistan to take a serious action

against those movie producers who are representing a criminal as a hero

or role model for the youth to follow which encourage the youth to

emulate the role-model‘s behaviour in their real life to settle them down

issues.

6- Producers of the movies should prepare such films which give rise to the

interests of the male members of the youth and made them free of violent

action but full of interests of the youth.

7- To identify the interests of the youth, a comprehensive study can be

conducted to help out in developing good Punjabi movies for the youth.

8- Obscenity and vulgarity shown in the name of entertainment needs to be

banned altogether instead standard and suitable dances in conformity with

the cultural values of the Punjab should be introduced.

9- The scenes of mass killings and multiple murders shown in Punjabi

movies as justified acts of the hero, with gore and bloodshed, should be

stopped in Punjabi movies.

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10- There is earnest need to patronize and promote humorous movies with the

lesson in order to lessen sadness and restlessness among illiterate,

unemployed and low income class of society.

11- A potential difference of violence in the behaviour of the Punjabi movie

watchers and non- watchers shows the gravity of the impact of Punjabi

movies in terms of exposure.

Government can benefit from this watching habit of the youth by

a. exposing the youth to movies which should be based purely on social

issues addressing the problems of the youth.

b. providing subsidized entry tickets to the youth for such movies to

promote the watching habit further.

c. funding such movies as a youth behaviour reformation project.

12- Prime minister of Pakistan announced Pakistani Rupees 50 million grants

for the revival of cultural industry of Pakistan in August 2010. This money

should be spent on the production, promotion and patronage of those

movies which may address the core issues of Pakistani society like

terrorism, sectarianism, nepotism, corruption and unemployment so that the

culture of violence could be replaced with culture of tolerance, inter-

communal harmony, inter-sectarian understanding, inter-cultural harmony

and love for other religions.

127

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APPENDIX-A

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Interview Guide for the Study of THE IMPACT OFPUNJABIMOVIESON BEHAVIOUROFTHE YOUTH

Movie Impact Scale of Behavioural (MISB)

Introduction:

This interview guide has been prepared in order to identify the different indicators of change in behaviour in order to explore the impact of Punjabi movies on the behaviour of Youth. In this interview guide, the interviewer asked questions in local language and measured the qualitative responses in quantitative forms according to given scale in the questionnaire. This interview guide was used to interview both male and female Youth of the province of Punjab. Punjab is the largest province of Pakistan and is considered the hub of cultural activities. The respondent included those male and female who were used to watching Punjabi and those who were not. This interview guide was developed to measure the impact of the Punjabi movies in developing violent behaviour in youth. Likert scale has been used to measure the behaviour of the respondents. The interview guide measured behavior on five options scale i.e., strongly agree, agree, undecided strongly disagree, disagree Options given below were tabulated by in verse weighing respectively

1stchoice 5points

2ndchoice 4points

3rdchoice 3points

4th choice 2points

5th choice 1point

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DEMORAPHICDATAOF THEYOUTH Disclaimer: The researcher will use this data only for the research purpose. It will not be used for any other purpose other than stated one. The names and identity of the respondents will be kept confidential. All the ethical issues are considered to collecting and analyzing data.

Name of the respondent:

Gender: Male Female:

Age: Education:

Frequency of movie viewing per week:

1-Onemovie 2-Twotofivemovies 3-morethanfivemovies

Channel of viewing movie: 1-Cinema 2-Minicinemalike 3-CableTV Respondent‗s Occupation: (1) Unemployed (2) Business (3) Job in a Private sector (4) Government employee (5) Student (6) Housewife

Parents‘ Educational Level: (1) Illiterate (2) Middle (3) Matric (4) Intermediate (5) Graduation (6) Master

Parents‘ Occupation: (1) Unemployed (2) Business (3) Job in a Private sector (4) Executive (5) Govt. Job (6) Govt.Jobgrade17&above

Parents‘ Economic Status /income range per month:

a) -Below5000 b) -6000–10000 c) -11000-20000 d) -21000-40000 e) -41000-8000ormore

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1-Cultivation Effects (CE)

1-After watching a criminal activity we feel that we can be the victim of a similar Crime easily. 2-Everyday violence in real life promotes trends of torture among 1 2 3 4 5 people. 3-Some acts of violence are so horrible that they appear even in our dreams. 4-Environment around me frightens me when it is dark. 2-Aggressive Behaviour (AB) (a) Behavioural aggression 1 2 3 4 5 5-We have to speak loudly in difficult situation. 6-It is fair to use abusive words to enforce ideas on friends and relatives? 7-People should adopt aggressive behaviour to solve the impersonal problems in daily life. (b)Physical aggression 8-Youfeellikebeatingothers physically if they behave in a harsh way. 9-Ahelpless person inflicts on himself/herself if a powerful person irritates him/her badly. 10-Some people give vent to their anger by breaking crockery Whenever they get angry with their family members. (c)Instrumental Aggression 11-Sometimeyoufeellikeflingingstones or something else to Punish your rivals. 12-In order to teach your rivals a lesson, you like to use even fire Arms 13-The use of explosive material to terrify others is a reasonable act. 3-Criminal Nature(CN) 3-a)Larceny 14-Taking away things without the consent of your friends is no 1 2 3 4 5 problem. 15-If some individuals of our society cannot buy a thing, they should snatch it. 3-b)Sexual abuse 16-Ifapersonsexuallyabuses somebody from opposite gender and Is not penalized, it encourages the perpetrator of the crime. 17-You feel that you need some partner to love you after watching A romantic scene in real life in society. 3-c)Abduction 18-It is fair to kidnap any member from rival‘s family to take revenge from him. 19-The abduction of a person in a real life situation gives lots of pleasure. 3-d)Homicide 20-It is fair to take your rival‘s life in order to exact revenge of a murder on him.

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21-A person who kills all his enemies should be considered a hero in our society. 4-Psychiatric Disorder (PD)

4-a)Frustration 22-when faced with troublesome situation, you soon get frustrated 1 2 3 4 5 23-When faced with difficult situation one should do whatever one wants to do without thinking about any other option. 4-b)Anxiety 24-I get tensed after watching an act of violence. 25-My steady heart beat becomes fast after watching violent incidents. 26-After watching an act of violence, my sleep is disturbed 27-When I recollect a real act of brutality I feel extremely tired even after long sleep. 5- Law violence(LV)

5-a)Signal breaking 28-Breaking traffic signals is a joyous act. 1 2 3 4 5 29-Stopping on red signal is a trouble 5-b) Queue breaking 30-Breaking queue is a fun. 31-There is no harm in breaking the queue occasionally. 5-c)Retaliatory behaviour 32-You like to pay in the same coin if somebody commits high handedness against you. 33-It is coward ice if you don‘t exact revenge on your opponents even for little matters. 5-d)Justifiable behaviour 34-People should punish a criminal by themselves instead of taking him to the law enforcing agency 35-Killing a cruel person while helping an oppressed person is a right act. 6-DomesticViolence(DV) 6-a)Violence Against Children 36-We should beat our siblings if they create disturbance at the 1 2 3 4 5 time of rest 37-If children interfere with our work; they can be reformed by slapping them. 6-b)Violence Against Spouse 38-You get angry with your wife if she does not agree with you on Any issue. 39-There is no harm in a busing your wife if she forgets doing any of your personal work. 40-You may beat your wife if she uses harsh words for you. 41-You apply physical force in order to get her agreed with your View point. 42-You feel like beating your spouse if abuses you. 43-You feel like burning your wife alive if she abuses your parents 44-You threaten her to death if she disagrees extremely with you

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6-c)Street violence 45-I often stand by my friends without knowing the reason in a 1 2 3 4 5 street fight. 46-It is fair to use even weapons to settle down a street fight. 7–Moral Panic(MP)

7-a)Negative impacts on society 47–Some People in our society get scared due to the behaviour of 1 2 3 4 5 others. 48–Some People avoid meeting others because of their character. 49–Some time I feel people are depressed due to my presence 7-b) Violation of others‘ right 50-It is not bad to live in a vacant house without the permission of The owner. 51-My behaviour creates hurdle in the job of other people. 8-Temperamental volatility (TV)

8-a)Reaction in mob 52-I follow the people in vandalizing activities during a protest 1 2 3 4 5 demonstration. 53-Burning of tires during a demonstration provides encouragement to the demonstrators. 8-b) Participation in Purges &pogroms 54–We should not support a group that might attack individuals From another religion religious differences. 55–We should respect other religions as much as we expect from them. 9-Backmasking Effect (BE)

56-I feel like exacting revenge when I remember some revengeful 1 2 3 4 5 scenes of real life. 57-Gory Scenes provoke lust for revenge. 58-The sounds of violent fight in real life provoke you to take revenge on your enemies.

10-Anti-Social Behaviour (ASB) 10-a) Self anti-social 59-If a drunken vandalizes others‘ property, people should burn his 1 2 3 4 5 House to ashes. 60-Drinking should bean pardonable crime. 10-b)Other anti-social 61-One should force others to accept his argument even on common matters of life 62-There is no harm in smoking to irritate others during a Ceremony 63-Some neighbors complain about your way of treatment. 64-One should have personal satisfaction even at the cost of others‘ humiliation.

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11-Unjustified Actions (UA)

11-a) Herd Mentality 65-I too follow others in vandalizing the property of others during a 1 2 3 4 5 protest demonstration 66-If somebody‘s friends are torturing a person without any reason; even then he should help his friends. 11-b)Scapegoat 67-There is no harm if somebody holds his servant responsible for 1 2 3 4 5 his own crime. 68-I shall hate a person who has face resemblance with the person that I hate very much. 11-c)Mass Hysteria 69-I suffer from muscular weakness whenever I remember gory 1 2 3 4 5 scenes of real life. 70-I feel headache if I see any scene of murder. 12-Mental Illness (MI)

12-a) Sadism 71-I feel pleasure in humiliating others by making them a laughing 1 2 3 4 5 stock. 72-You enjoy when you jeer sarcastic remarks on opposite gender 12-b)Masochism 73-It is unbearable for me if a person inflicts injuries upon himself. 1 2 3 4 5 74-People enjoy when somebody inflicts upon himself/herself in helplessness. 13- Copycat Behaviour(CB) 75-We should act the same way in real life as our favorite person 1 2 3 4 5 Does to solve even an individual problem. 76-We should follow our favorite personality‘s actions without Thinking of the consequences. 77-We should wear a dress like our favorite person does. 78-We should try to walk the same way as our favorite person does.

14-Vulgarity& Pornography (VP)

14-a)Vulgarity 79-Kissing someone without their consent is against morality. 1 2 3 4 5 80-Touching someone romantically in public is a symbol of moral degradation. 14-b)Pornography 81-Reading magazines or books containing nudes promotes 1 2 3 4 5 Sexuality 82-One feels less ashamed If one watches porn movies alone 15- Action against Injustice (AI) 83-Portrayal of proclaimed offenders or notorious criminals as a 1 2 3 4 5 hero promotes crimes. 84-Those who represent criminals as heroes should be given severe punishment. 85-We should encourage those who struggle against injustice. 1 2 3 4 5

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86-I will fight against it if there is any injustice in my real life 16-Emotional Actions (EA) 16-a)Expressions 87-It doesn`t matter even if you have to shout loudly to solve your 1 2 3 4 5 problem. 88-One needs to give out strange voices to express one‘s feelings if problem is not solved immediately 16-b)Actions 89-We should behave in a way that expresses our strong emotions 1 2 3 4 5 while fighting for your rights. 90-Preference should be given to take our rights by fighting out rather than settling the issue through dialogue 91-The attention of the family members can be attracted by banging on the doors or walls of the house. 92-We should kill or be killed for the sake of our family honor.

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APPENDIX-B

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APPENDIX-C

List of participants of Focus Groups

1- Mr. Riaz-ur-Rehman Saghir Top film song writer of the country with 25000 songs on his credit, columnist and writer of film scripts 2- Mr. Taseer Mustafa An experienced journalist, with more than 30 years experience in print and electronic media. 3- Dr. Tariq Mehmood Ch An educational psychologist, analyst and columnist on psychology 4- Mr. Ashraf Javid, Investigative & crime reporter of the leading English newspaper Daily the Nation. 5- Mr. Asghar NadeemS yed A film storywriter, poet, columnist, dramatist and intellectual. 6- Dr. Ahsan Akhtar Naz Communication studies expert with a number of research papers on Punjabi movies 7- Dr. Amanullah Malik Law expert with profound vision in criminology 8- Mr. Khalid Rashid Representative of the male youth, outstanding speaker, debater. 9- Miss Farah 10-Representative of the female youth, outstanding speaker, a research scholar on media and violence. 11-Dr.Nadeem-ul-HassanGilani Famous Urdu columnist, outstanding poet, and communication expert 12-Mr.Mustafa Qureshi A top star of the country of Punjabi movies that has performed as a hero, co- heroandvillaininmorethan500Punjabimovies 13-Mr.Ahmed Sher A liberal religious scholar with keen interest in media effect studies 14-Mr.ShafiqueNiazi A youth representative with lot of exposure to Punjabi movies

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APPENDIX-D

List of Experts for Content Analysis of Movie Impact Scale of Behaviour 1- Dr. Naseer-ud-Din Ph.D. Special Education Professor. Department of Special Education University of the Punjab Lahore. 2- Dr. Muhammad Amir Hashmi Ph.D. Educational Psychology.Post.Doc. Research Associate cum Lecture Institute of Education and Research University of the Punjab Lahore. 3- Dr. Nadeem ul Hassan Gilani Ph.D. Mass Communication Director Public Relation City District Govt. Lahore 4- Dr. Tariq Mahmood Ch Ph.D. Special Education Assistant Professor. Institute of Education and Research University of the Punjab Lahore.