sign in sign up
<<
Home , ARY Digital, Geo Entertainment, Geo Kahani, Geo Tez, Geo TV, Hina Altaf

PROMOTING ELITE CULTURE BY PAKISTANI TV CHANNELS ______

BY

MUNHAM SHEHZAD

REGISTRATION # 11020216227

PhD

Centre for Media and Communication Studies

University of Gujrat

Session 2015-18

(Page 1 of 133)

PROMOTING ELITE CULTURE BY PAKISTANI TV CHANNELS

A Thesis submitted in Partial Fulfilment of the Requirements for the Award of Degree of

PhD

In

Mass Communications & Media

By

MUNHAM SHEHZAD

REGISTRATION # 11020216227

Centre for Media & Communication Studies

(Page 2 of 133)

University of Gujrat

Session 2015-18

ACKNOWLEDGEMENT

I am very thankful to Almighty Allah for giving me strength and the opportunity to complete this research despite my arduous office work, and continuous personal obligations. I am grateful to Dr. Zahid Yousaf, Associate Professor /Chairperson, Centre for Media & Communication Studies, University of Gujrat as my Supervisor for his advice, constructive comments and support. I am thankful to Dr Malik Adnan, Assistant Professor, Department of Media Studies, Islamia University Bahawalpur as my Ex-Supervisor. I am also grateful to Prof. Dr. Farish Ullah, Dean, Faculty of Arts, whose deep knowledge about Television dramas helped and guided me to complete my study. I profoundly thankful to Dr. Arshad Ali, Mehmood Ahmad, Shamas Suleman, and Ehtesham Ali for extending their help and always pushed me to complete my thesis. I am thankful to my colleagues for their guidance and support in completion of this study. I am very grateful to my beloved Sister, Brothers and In-Laws for the love and support.

Munham Shehzad

(Page 3 of 133)

DEDICATION

I dedicated this Thesis to

My Beloved

Father (Khalid Mehmood Sandhu)

Mother (Shehnaz Khalid)

Wife (Atika Munham)

&

My Loving Daughters

(Hareem & Hadia)

Munham Shehzad

(Page 4 of 133)

DECLARATION

I Munham Shehzad s/o Khalid Mehmood Sandhu, roll # 15034316-003, scholar of PhD Mass Communication & Media, Centre for Media & Communication Studies, University of Gujrat, , hereby solemnly declare that the data quoted in this thesis titled “Promoting Elite Culture By Pakistani TV Channels” is based on my original work, and has not yet been submitted or published elsewhere. I also solemnly declare that the entire thesis is free of deliberate plagiarism and I shall not use this thesis for obtaining any other degree from this or any other university or institution. I also understand that if evidence of plagiarism is provided in my thesis at any stage, even after the award of the degree, the degree stand cancelled or revoked by the University authority.

Munham Shehzad

I certify that Munham Shehzad s/o Khalid Mehmood Sandhu, Roll No. 15034316- 003, student of PhD Mass Communication & Media, Centre for Media &

(Page 5 of 133) Communication Studies, University of Gujrat, Pakistan, worked under my supervision and the above stated declaration is true to the best of my knowledge.

Dr. Zahid Yousaf (Supervisor) Associate Professor, Centre for Media & Communication Studies, University of Gujrat, Punjab, Pakistan Email: [email protected] Dated: 03.01.2020

RESEARCH COMPLETION CERTIFICATE

It is certified that this thesis titled “Promoting Elite Culture by Pakistani TV Channels” by Munham Shehzad s/o Khalid Mehmood Sandhu, Roll No. 15034316- 003, PhD Mass Communication & Media scholar, Centre for Media & Communication Studies, University of Gujrat, Pakistan, is evaluated and acceptance for the award of degree “Doctor of Philosophy (PhD)” in Mass Communication & Media by the following members of the Thesis/Dissertation Viva Voce Examination Committee.

The evaluation report is available in the Directorate of Advance Studies and Research Board of the University.

______Dr. Anjum Zia Professor/Chairperson (Page 6 of 133) Department of Mass Communication, College for Women University, Punjab, Pakistan Email: [email protected], [email protected]

______Dr. Zahid Yousaf (Supervisor) Associate Professor, Centre for Media & Communication Studies, University of Gujrat, Punjab, Pakistan Email: [email protected]

______

Dr. Zahid Yousaf Chairperson, Centre for Media & Communication Studies, University of Gujrat, Punjab, Pakistan Email: [email protected] Dated: 03.01.2020

TABLE OF CONTENTS

CONTENT PAGE

LIST OF TABLE ------Vii ---- viii LIST OF APPENDIXES ------1 --- 2 ABSTRACT ------3 --- 4 Chapter 1: INTRODUCTION------4 --- 5 1.1 Statement of Problem ------6 ---- 6 1.2 Rational of the Study ------7 --- 8 1.3 History of Private TV Channels ------11 --- 13 1.3.1 ARY Digital ------16 ------17 1.3.2 HUM TV ------17 (Page 7 of 133) ------18 1.3.3 ------20 ------20 1.4 Drama ------21 ------23 1.4.1 HUM TV Drama ------38 ------39 1.4.2 ARY Digital Drama ------39 ------44 1.4.3 GEO Entertainment Drama------47 ------47 1.5 MORNING SHOWS ------47 ---- 47 1.5.1 GEO Morning Show (GEO Subha Pakistan) ------48 ------48 1.5.2 HUM TV Morning Show (Jago Pakistan Jago) ------48 ------48 1.5.3 ARY Digital Morning Show (Good Morning Pak)------48 ------49 1.6 Objectives ------49 1.7 Hypothesis ------49 ------49 1.8 Research Questions ------50 ------50 CHAPTER 2: LITERATURE REVIEW------50 CHAPTER 3: THEORETICAL FRAMEWORK ------50 ----- 51 3.1 Cultivation Theory ------51 ------51 3.1.1 Model ------51 ---- 51 3.2 Social Learning Theory ------52 ------52 CHAPTER 4: METHODOLOGY ------52 ----- 56 4.1 Research ------58 ----- 91 4.1.1 Research Design ------90 ----- 91 4.1.2 Types of Mixed Method Design ------92 ----- 93 4.1.3 The Convergent Parallel Design ------96 ----- 103 4.2 Variables of the Study ------104 4.2.1 Independent Variable ------104 4.2.2 Dependent Variable ------105 4.3 Quantitative Method------116 ------117 4.3.1 Survey ------120 ------4.3.2 Population ------4.3.3 Sample Size ------

(Page 8 of 133) ------4.3.4 Sampling Technique ------4.4 Tools of data Collection------4.4.1 Validity and Reliability Test------4.4.2 Validation of Research Tools------4.4.2.2 Instrument Reliability------4.4.2.1 Instrument Validation------4.5 Qualitative Method------4.5.1 Sampling Technique ------4.5.2 Sample Size ------4.6 Interview Guide ------4.7 Data Collection Process ------4.8 Qualitative Analysis Plan ------4.9 Conceptualization ------CHAPTER 5: Data Analysis ------5.1 Data Analysis Quantitative ------5.2 Data Analysis Qualitative ------5.2.1 What is Elite Culture ------5.2.2 Pakistani drama promoting western dressing etc ------5.2.3 Content of Morning Shows are promoting dance etc ------5.2.4 Pakistani drama and morning shows etc ------CHAPTER 6: Discussion ------6.1 Conclusion ------6.2 Limitations of the Study------6.3 Recommendation ------REFERENCES ------Appendix-01 Questions for Interview ------Appendix-02 Questionnaire ------Appendix-03 No plagiarism report by “turnitin”------

(Page 9 of 133)

LIST OF TABLES CONTENTS PAGE

5.1 Gender Wise Presentation ------56 5.2 Age wise Presentation ------57 5.3 City wise Presentation ------58 5.4 Education wise Presentation ------59 5.5 Marital Status wise Presentation------60 5.6 Profession wise Presentation ------61 5.7 There is significant difference among different age groups in terms of

(Page 10 of 133) promoting elite culture by Pakistani TV dramas------62 5.8 Drama Variable Age wise Post HOC------63 5.9 There is significant variation among different age groups in terms of promoting elite culture by Pakistani TV Morning Shows ------64 5.10 Morning Shows Variable Age wise Post HOC ------65 5.11 There is significant variation among different age groups in terms of promoting elite culture by Pakistani TV Channels------66 5.12 Complete Variable Age wise Post HOC------67 5.13 There is significant variation among Respondents of different Educational Levels in terms of promoting elite culture by Pakistani TV Dramas------68 5.14 Drama Variable Education wise Post HOC------69 5.15 There is significant variation among Respondents of different Education Levels in terms of promoting elite culture by Pakistani TV Morning Shows- 70 5.16 Morning Show Variable Education wise Post HOC ------71 5.17 There is significant variation among Respondents of different Education Levels in terms of promoting elite culture by Pakistani TV Channels------72 5.18 Complete Variable Education wise Post HOC------73 5.19 There is significant variation among People with different Marital Status in terms of promoting elite culture by Pakistani TV Dramas------74 5.20 There is significant variation among People with different Marital Status in terms of promoting elite culture by Pakistani TV Morning Shows ------75 5.21 Morning Show Variable Marital Status wise Post HOC------76 5.22 There is significant difference among People with different Marital Status in terms of promoting elite culture by Pakistani TV Channels------77 5.23 There is significant difference among People from different Profession in terms of promoting elite culture by Pakistani TV Dramas------78 5.24 There is significant difference among People from different Profession in terms of promoting elite culture by Pakistani TV Morning Shows------79 5.25 There is significant difference among People from different Profession in terms of promoting elite culture by Pakistani TV Channels------80 5.26 Pakistani Entertainment TV Channels are Promoting Elite Culture------81 5.27 There is significant difference among People perception in terms of Pakistani Entertainment TV Channels are Promoting Elite Culture------82 (Page 11 of 133) 5.28 Post HOC------83 5.29 Pakistani TV Dramas are Promoting Elite Culture------84 5.30 There is significant difference among Respondents Perception in terms of Pakistani TV dramas are promoting elite culture (ANOVA)------85 5.31 Drama Post HOC------86 5.32 Pakistani TV Morning Shows are Promoting Elite Culture------87 5.33 There is significant difference among different People Perception in terms of Pakistani TV Morning Shows promoting elite culture (ANOVA)------88

LIST OF APPENDIXES CONTENTS PAGE

ANNEXURE-01: Questions for Interview ------113

ANNEXURE-02: Questionnaire for Survey ------114

ANNEXURE-03: Turnitin Originality Report ------117

(Page 12 of 133)

ABSTRACT

The study “Promoting Elite Culture by Pakistani TV channels” intends to investigate how media in Pakistan has portrayed the elite culture which may be differentiated as one of the leading social class through the different living standards including the lifestyle, the unique ideas and fabricated stuff from the rest of the society. The key focus of the study is to meet the objectives to find out; whether TV programs are changing the culture of Pakistani society; whether Pakistani drama is promoting western dressing culture; whether morning show is promoting dance and expensive dress culture; and whether promoting elite culture by Pakistani TV channels. The researcher used both quantitative and qualitative methodologies for data collection. The survey method is used for the quantitative part using the questionnaire as a tool and collects data from 300 males and 300 female’s respondent’s residents of Lahore, Gujrat and having age ranging 18 to 60. On the other hand expert interviews conducted from two social sciences academicians and media professionals in qualitative part. This study used cultivation analysis by Gerbner and social learning by Bandura as a theoretical framework. The demographic analysis shows that majority of the respondents have age 18-30 years, intermediate education, single marital status and are students have point of view that entertainment TV channels, drama and morning shows are promoting elite culture. Hypothesis analysis shows that entertainment TV channels, drama and morning show are positively imposing elite class culture on the rest of the society. Findings also show that Pakistani entertainment TV channels, ARY digital drama and GEO entertainment morning show is promoting elite culture and the hypotheses are statistically approved. The researcher used SPSS applying One-Way ANOVA test and applied post Hoc Tukey test. Academicians (Page 13 of 133) and media professionals conclude that television dramas and morning shows are promoting an elite culture in a society. Luxurious homes, expensive cars, parties, use of alcohol, drugs, and romance are promoted in drama. While morning shows are mostly in agreement on heavy dresses, makeup, dance competitions, wedding ceremonies including Mehndi, couple dancing and song competitions.

Keywords: Television Channels, Elite Culture, Drama, Morning Show, Dance Competitions, Dressing, Luxurious lifestyle

(Page 14 of 133) CHAPTER-01

INTRODUCTION

Concerns about communication in the media, and evidence of its impact are as mature as the issue itself. People are constantly questioning the effects of multimedia message, creating perceivable changes in the cultural norms and behaviours of people. Viewers were all the time worried about the pessimistic effects of certain messages and messaging systems and were interested in other potential social influences. Wimmer (1993) has revealed the concerns about the social impact of the mediated message were clear, dating back to the 1920s, many researchers argued that the film had an adverse effect on children. Researchers studied the antisocial effects of TV and movie viewing on the people whereas effects of prosocial material are a newly developed field. Henry (2007) defines “Elite culture as what can be differentiated as a leading social class through its collective lifestyle, unique ideas and fabric stuff from the rest of the society.” The culture composed of different viewpoints, principles and way of thinking of dominant class called elite culture (Jones, 1993). Elite culture typically belongs to such persons, who were from the high gentry, civil servants, businessmen, politicians and commercial bourgeoisie in the 18th, 19th and 20th centuries. People from this era, governed and created a hegemony over those who paid running opera, work of art orchestra, jazz & dance business, ornamental art, fine arts, museum &gallery, and the fictitious end of live drama as cultural grace (Blau, 1986, 1989). Consider the concerns mentioned above, the study analyzes “Promoting elite culture by Pakistani TV channels.”

In the era of latest technologies, TV is utilized for the programming and it has various advantages in the field of entertainment. It plays a dynamic role in the betterment of the community and broadcasts different programs like drama, fashion shows, morning shows, advertisements, and films. Dutta (2007) says that traditional media was started in England by celebrating the evaluation of constitutional governments. The liberal media are made up of the democratization of modern mass media.

Radio started its broadcasting in the early 19th century, while TV started its transmission in 1936. Television as a medium has strong effects on the viewers. Its effects on the audience are quite obvious as explained by McLuhan (1964) that TV effects are hard to measure: it affects personal, social and political life of a common person.

In the current era, technology in the field of media has been increased and almost everyone in the society uses different devices of electronic media for entertainment and awareness

(Page 15 of 133) purposes. Zia (2003) presented that during early 1980s cable TV Network was started in and by 1998 got introduced in almost all major cities of Pakistan without rules and regulations. In 2000, Pakistan government legalized the cable TV network and therefore the number of cable TV networks was increased throughout Pakistan. In 2002, nearly 4 million families all over the country were enjoying the cable TV network services Aziz (2003).

The advancement in the electronic, print, and social media has transformed the world into a global village. The media has a great and deep effect on the minds of people and have important role in effecting the behavior of youth. Electronic media is different from other types of media and leave everlasting effects on the behavior of youth due to attractive moving images and appealing voices. In Pakistan, mostly researchers worked on the effects of dramas, commercials, morning shows, fashion weeks, and Turkish dramas, but no one purely worked on the elite culture. In this research, “Promoting Elite Culture by Pakistani TV Channels”, the researcher intends to investigate that how these channels are changing the lifestyle of Pakistani society.

The researcher attempted to investigate that TV channels are promoting elite culture. For this purpose the researcher has selected three entertainments TV channels (HUM TV, GEO Entertainment and ARY Digital) from Pakistan and chosen dramas and morning shows of these channels as a variable and employed “Cultivation Theory” by George Gerbner and “Social Learning Theory” by Albert Bandura in the theoretical framework. In methodology, Quantitative & Qualitative methods are used to explain research questions and test the hypothesis. In quantitative method, the researcher designed a questionnaire as a tool for data collection for a survey and conducted in depth interviews from media educationists and media professionals for qualitative purpose.

The researcher collected data from quantitative and qualitative methods and analyzed in tabular format. Interpreted the tables, added and summarized the data in an understandable way. The researcher analyzed data to respond the research question, address hypothesis along with a conclusion to end the discussion. 1.1 Statement of problem

Most of the researchers investigated that Television channels have deep effects on the behaviour of viewers. There is an increase of voting turnout in USA by Fox news (Dellavinga & Kaplan, 2007), violence ratio increase in Rwanda by the expansion of electronic media (Yanagizawa, 2009), and television significantly change minds of people to migrate from rural area to urban (Farre & Fasani, 2013). Many researchers worked on effects of dramas, fashion & morning shows, but no one worked on how elite class culture is promoting through (Page 16 of 133) TV dramas and the morning shows. This research purely worked on “Promoting elite culture by Pakistani TV channels” in which the researcher selected three Pakistan entertainment TV channels. The researcher selected TV dramas and morning shows content for the study in hand.

Pakistani society is religiously and culturally rich and has its own values, norms, and traditions. Entertainment TV channels of Pakistan are telecasting dramas and morning shows having foreign content, which is focused on the living style and standards of the elite class, including business class, politicians, bureaucrats, and people related to arts and culture. A few years back, Pakistan Television drama was very effective due to their content, story, and characterization (Mehmood, 2016). These dramas portrayed the and its different provinces. Here is a question, what entertainment channels are telecasting through drama and morning shows? Does this content affect the culture of Pakistani society? Schiller (1976) says “developed countries impose their own Culture by force on the developing countries.” In the current study, the researcher tries to investigate whether or not; these channels are promoting an elite culture. 1.2 Rationale of the study

Purpose of this research is to investigate “promoting elite culture by Pakistani TV channels”. The researcher focused television drama and morning show effects on the culture, and social activities of the people of Pakistan. They also check the effects of media content on a person's behaviour, fashion, dressing & gathering patterns, eating habits, dance, drinking and expensive housing traditions. Researchers in past have focused on a single variable in their research, drama effects on culture (Huma, 2015), drama changing behaviour of youth (Zia, 2014), drama is exchanging culture (Shabir et al, 2013), but in this study researcher focused to find out the elite culture promotion through TV channels in Pakistan.

A few years back print media was a powerful tool to disseminate the news among people, but recently electronic media replaced print media because of colored pictures and strong contents. The TV is a more advanced form of media which has decreased the listenership of Frequency Modulation (FM) and the readership of the newspaper because of strong visual images, colorful sets and up to date anchor persons. Shugnessy and Stadler (2002) defined that media is a new form of innovation, which is technologically very strong and can be used for economic growth and promotion of culture. It is a form of human communication whose key function is to inform and entertain the people at lower and larger level. 1.3 History of Private TV Channels

(Page 17 of 133) Pakistan Television was the first state-owned channel which broadcasted its transmission within the country. PTV program contents are produced under the umbrella of the government of Pakistan. People prefer to watch dramas and morning shows of PTV whereas they don’t like to watch news due to the element of biaseness. In 2000, General Musharraf gave liberty to private TV channels to broadcast their transmission within the country (Zia, 2003). 1.3.1 ARY Digital

Abdur Razzaq Yaqoob started the transmission of ARY Digital TV from the in December 2000 (Teleport, 2008). Its aim was to provide the entertainment for the Asian community living in the United Kingdom and was also to aware them about the culture and traditions of sub-continent. ARY is broadcasting unique and different programs which increase the demand of channel. After three years, ARY launched its transmission in different countries. ARY started three more channels ARY News, ARY Musik and Qtv by the end of 2004. Pakistan is a society of different cultures having their own norms, and traditions. ARY News is a twenty-four-hours channel which broadcasts news from all over the world. Pakistan music industry is a fast-growing industry which targets the young generation of Pakistan, keeping this in mind ARY media group started Musik channel which broadcasted Pakistani music to gratify the needs of youth. Pakistan is also a religious country where people have very strong bonding with Islam. ARY launched Qtv to broadcast religious programs which satisfy the souls of the Muslim community (Aziz, 2003).

ARY media group is broadcasting a verity of programs related to the social life of society. The main purpose of ARY digital TV is to on air entertainment programs like drama, morning shows, fashion shows, reality programs, music and films to entertain the viewers. It is also broadcasted Hollywood movies and dramas, award shows and movies to provide entertainment for Pakistani society. In December 2007, Chief Executive Officer constitutes Media Advisory Board within the ARY media group to look over the contents on-aired on ARY sister channels. ARY Digital is the largest entertainment channel in Pakistan. The basic purpose of the ARY Digital media group is to provide quality entertainment to the Pakistani people (Ary, 2014).

ARY is telecasting morning show with the name of “Good Morning Pakistan” hosted by . Morning show comprises multiple segments like a guest corner, Bridal dresses walk, modelling, social issues, dance and celebrity’s arrival. ARY is also airing dramas whole day having different stories and plots which are presenting and promoting an elite culture within the country (Arydigital).

(Page 18 of 133) The main objective of this study is to highlight those segments telecasting on ARY Digital, HUM TV and Geo TV which are promoting elite culture. Morning shows and dramas of these channels are showing T-shirt and jeans culture among females, Dance and marriage parties, hoteling, luxuries houses and cars, furnished rooms, swimming pools, snooker rooms within the house which is a culture of the elite class. 1.3.2 HUM TV

HUM television is a Karachi based public limited media company started broadcast in January 2005. and Duraid Qureshi were the founders of (Hum, 2012). In 2004, eye television limited on-aired its transmission and it was replaced with eye television network limited in November. Hum TV started its broadcast with the name of Hum TV in January 2011 (Hum, 2011).

HUM Television is an entertainment channel which is telecasting variety of programs with the aim of to provide content in the perspective of Pakistani culture at the time when viewers watch Indian programs. HUM TV is broadcasting dramas, morning show, cooking show, bridal couture week and . Most of viewers watch entertainment TV channel not only in Pakistan but also in other countries. HUM network also launched other channel in December 2013 which is airing national and international dramas and shows. started its transmission in 2006, which is a cooking-based TV channel broadcasts traditional and non-traditional magazine show, invite chefs, live cooking and interviews for viewers (hum.tv). Hum TV network broadcasting transmission on the vision to promote culture, corporative & innovative ideas entertains viewers and also enhance program content to show a positive image of Pakistan (hum.tv/vision-mission-statement).

Pakistani society is religiously and culturally very strong society having its own traditions, norms and values. Hum TV is a high ranked entertainment channel of Pakistan, which is airing programs having foreign (Western and Indian) contents which are disturbing the culture of Pakistan. The morning show on Hum TV showing only expensive dresses, makeup use, stylish look, music, ramp walk instead of highlighting social issues and guiding viewers about humanity and social responsibilities (Mehmood, 2016). 1.3.3 GEO Entertainment

GEO TV was founded by Mir -ur-Rehmaan in May 2002. It is a self-regulating media company and belonging to Jang group of publication. GEO Network launched entertainment TV channel GEO Entertainment/GEO drama on 14th August 2002. It was the test transmission which converted into regular broadcast on October 1st, 2002 with the slogan of Har Pal GEO. GEO is an language word which translates to “Live” in English. GEO television was the

(Page 19 of 133) first channel in Pakistan which raised voice about speech and expression to an exceptional level, which also create problem for the channel. GEO TV Network launched different channels for the viewers of Pakistan and outside Pakistan as well (, 2012).

GEO Entertainment TV channel is broadcasting dramas, movies, fashion shows, award shows, feature films and musical programs in the Urdu language. Geo TV broadcast entertaining programs like drama, morning show & Pakistani movies to amuse people of Pakistan (geo.tv). on-airs live news bulletin, talk shows, crime programs and road shows for the information and awareness of viewers. is a sports channel which is on airing sports programs mostly cricket, football, and hockey under the umbrella of GEO network. channel is broadcasting old programs of GEO TV and channel on airing Pakistani, Indian and Turkish programs on a daily basis (Aziz, 2003). The GEO Television network is a brand in Pakistan and working to enhance and maintain its reputation. The channel is following the objectives to promote tolerance, provide a suitable environment for new ideas, provide correct information with correctness, impartial, encourage positivity, portray a positive image of Pakistan and provide weight to feedback (Geo Manifesto, 2012). 1.4 Drama

Human civilization is very old which revolves around human life, society and its culture. The drama is the medium to explain the social and cultural issues. When we look back at the history, drama derived from the Greek language which means action. In the past, people used to convey their messages through body language rather than words. It was the only medium for communication. Intrapersonal communication is one of the great qualities of human beings to think themselves; they mix two mediums of language and gesture to create a new thing called drama. Drama is the most powerful and simple way of communication (Mehmood, 2016).

Preliminary, dialogues written by Plato for the play Shakespeare and in the modern world, Machiavelli were the person who wrote beautiful drama serials for the Television audience. Dramas beautifully depict the history in its own natural way. Earlier, Western society was rich not only in the drama which was the only entertainment of elites but also in literature. The reading skills were limited among the people of the west; books were also very expensive, therefore the west read the books and learned how to perform the art. It was a great activity for the audience and the people associated with this activity learned the skills. Theatre was the cheap entertainment for the elite and lower-class women activity. People considered performing art as wicked, bad and an action which was seeming lyre-phrasing the ethical

(Page 20 of 133) values of western society. Theatre was the only entertainment for the female audience where they used to go for enjoyment converted into “Whore” (Lichte, 2002).

Drama and communication have great , a mixture of two modes, language and gesture which transmits a message to the destination in an appropriate way. Communication means the transformation of signals from sender to destination (Baran, 2010). People transmit their views and thoughts from one person to others through print, electronic and social media by using different formats like drama, feature, column, blogs etc. In 20th& 21st century mass media became a powerful tool for the dissemination of information as DeFleur and Dennis (2010) said, “Communication at large in which media persons use it to transmit information at broader level, which will be fast and constant to hit large and diversified population to attract and persuade them in different ways.”

Television is a device which has voice and beautiful pictures attracting human minds. TV dramas or serials are one of the most attractive formats of electronic media having colourful images and attractive voices to grab the attention of people and culturally change human civilization (Sheehan, 2001). In sub continent, television provides entertaining programs mostly drama to amuse people and it was very famous among them. Drama is the narrator of a large portion of our nation and is attributed to their continued entertainment for the public. Television became part of the family just like kitchen appliances (Mehmood, 2016). 1.4.1HUM TV Drams

Gumrah Drama Serial: Written By: Malik Khuda Baksh Directed By: Saima Waseem Produced By: Cast: • Faisal Reman as Sarmad • Hammad Farooqi as Aliyan (Sarmad’s Nephew) • Komal Aziz Khan as Faryal • as Huma • Behroze Sabzwari as Master Ijaz (Huma’s Father) • Nida Mumtaz as Aapa (Aliyan’s Mother) • Sabreen Hisbani as Asma (Sarmad’s First Wife)

Gumrah is a romantic drama which revolves around three families. Two families belong to middle-class and one belongs to an elite class. Faryal is a daughter of rich businessmen

(Page 21 of 133) Sarmad who was spending a royal life. Sarmad was an industrialist living in a posh area of Karachi. Huma is a class fellow of Faryal and daughter of master Ijaz belongs to middle class family. He was a school teacher and spending a happy life on the basis of his income. Huma was a selfish girl looking for a short way to become rich. Aliyan is a son of Sarmad sister, who is graduated and living with his widow mother. They belong to a middle class and spending a poor life. Aliyan joins his uncle company and worked hard with passion and loyalty. Aliyan was interested in his cousin Faryal and proposed her for marriage.

Sarmad didn’t take interest in huma because of her poor family status. Faryal was his only daughter who feeds and grows up in a very rich environment. He is not interested to marry his daughter in a poor family where she can’t survive. They were spending a luxurious life, living in a big furnished home, using expensive cars, enjoying the facilities of the elite class. Faryal was interested in his class fellow who is an artist and spending a poor life.

Huma often comes to Faryal’s home and is very much impressed with her royal life. It was her dream to spend luxury life and enjoy the all the amenities belong to the elite class. After a couple of visits to Faryal’s home, Sarmad shows interest in Huma due to her jolly and liberal nature. He offers job to Huma in his office and she accepts that offer without any hesitation. They come close to each other and had a couple of dates at hotels. Sarmad proposes Huma and they gets married without any announcement.

Aliyan tells Faryal about the marriage of his father and Huma. She is shocked and didn’t believe in him. One day she along with Aliyan goes to Huma’s new home where she lives with Sarmad. Faryal insulted Huma and makes her realize that we were best friends, you broke my trust, I introduced you to my family and you captured my father. You used me as a ladder to achieve your desires.

At the end of the story, Faryal gets married with Aliyan; Huma gave birth to a baby boy. Huma always forces Sarmad to give rights, privileges and publically announce their marriage. She attempted suicide and dies due to a couple of fights with Sarmad. Sarmad returns to his first wife along with his baby and asked to forgive his mistakes. The main theme of the drama was, people are trying to adopt the elite culture

Drama Gumrah is a real depiction of elite culture. In this drama, producer highlighted big & luxurious homes fully decorated with expensive showpieces, luxury cars, western dressing among females, hoteling, and western food culture in Pakistani society. People from the middle class are trying to adopt such culture and use every way to earn money and get these facilities. (Page 22 of 133) Khamoshi Drama Serial:

Written By: Aliya Bukhari Directed By: Ilyas Kashmiri Produced By: Momina Duraid Cast: • Zara Noor Abbas as Arsla • Affan Waheed as Atif • as Naeema (Arsla’s Sister) • Tauqeer Nasir as Sabir (Arsla’s Father) • Fazal Hussain as Guddu (Arsla’s Brother) • Nida Mumtaz as Shehnaz (Arsla’s Mother) • Sajida Syed as Surrahya (Atif’s Mother) • Azra Manzoor as Bi Jaan • Zahra Shah as Zubiya • Maryam Mirza as Nasreen (Zubiya;s mother)

TV serial khamoshi is a drama which revolves around the middle class and elite class family. The middle-class family consists of five members, Sabir head of family working in a factory as a labourer in a local factory, her wife Shehnaz, two daughters Arsla who is very pretty, loving and simple in nature whereas Naeema who is clever, naughty, greedy and needs money to purchase new dresses and jewellery. Guddu is the younger brother of Arsla who is school going boy and very simple and sweet in nature.

Suraya is a widow living with his son Atif in a miserable condition. Shehnaz and Surrahya are sisters and agreed on Atif & Arsla’s marriage. Naeema is also interested in Atif and tries hard to separate them but all her efforts gone in vain. Sabir came home from the factory and sees Arsla and Atif holding hand, he gets angry, refuses their marriage and decided to send Arsla Karachi for the job.

Shahram is a simple young man running an established business and living in a luxurious home situated in Defence. He along with his grandmother Bi Jan, Uncle Basit, Uncle’s wife Nasreen and daughter Zubiya is spending a happy and good life. Basit and Nasreen are interested and wants that Shahram gets married to Zubiya, it is also the will of Zubiya but Shahram is not interested.

(Page 23 of 133) Arsla comes to Karachi and starts working as a maid in a home situated in a posh area of defence. After some months Arsla comes to Shahram’s home as a maid. Arsla due to her loving and caring nature impresses Bi Jaan, Basit and Shahram. Nasreen was annoyed from Arsla and tried hard along with her daughter to kick out her from their house. Nasreen and Zubiya are arrogant, rich and pretend as stylish ladies. Shahram falls in love with Arsla because of her loving and caring nature. He helped Arsla’s father on the marriage of Atif and Naeema. It was a big shock for Arsla that her parents agree on the marriage of her sister with Atif. She accepts and participates in the marriage ceremony and returns back to Karachi. Arsla’s parents are not interested; she stays at home and leaves the job. They also need money to spend a happy life, so it was their wish that Arsla goes there and works hard for the better future of Guddu and home.

Nasreen all the time teases Arsla on her work and even sometimes slapped her in anger. Zubiya also insults Arsla many times and warn her to stay away from Shahram because he is only mine. Arsla leaves home and joins stitching factory to earn money. The factory was not in a good position and it was not possible for them to pay Arsla. Stitching is her passion and she decides to work without any money. After some months, the factory gets new contracts and bank balance starts increasing day by day. Shahram also gives donations to that factory and advice owner, not to tell her anything. Owner increases her salary, gives the laptop and car along with the driver.

Zubiya, Nasreen and Basit planned to visit in the summer and spend a vacation there. After their flight, Shahram tries hard to convince Arsla to come home but she refuses. Bi Jaan’s health reduce and due to a minor heart attack, Asrla comes back home to look after her. Basit admits Bi Jaan at old homes and she dies there after some months. She leaves letter for Shahram and advises him to full fill her last will to not hand over her dead body to Basit. At the end of the drama, Shahram proposes Arsla and gets engaged. Naeema and Atif were not happy and one day she jumped from terrace and dies.

Use of heavy dress, jewellery, latest makeup &hairstyles, parties, luxury homes, expensive cars and western dressing depicts that this drama is promoting elite culture in Pakistani society and people belong to middle class are following such culture. 1.4.2 ARY Digital Dramas

Teri Raza Drama Serial: Written By: Naila Ansari Directed By: Abis Raza Cast: (Page 24 of 133) • as Suhana • Shehroz Sabzwari as Rameez • as Imtiyaz

Teri Raza drama revolves around a young and energetic girl who is studying in a university. Suhana belongs to a rich and elite class but her family is very close to religion and follow the preachings of Islam. She is a very stylish and modern girl, spending her life according to her own wish and style. She is not mature enough to take her decisions, always look at the parents and friends for decision making. Every time, she gets wrong decisions even in a simple situation.

Rameez is a class fellow of Suhana belongs to the well-settled family. Rameez parents are expecting that he will join the family business after the completion of his degree but he is a careless and immature young boy and is interested to go abroad for higher studies. Suhana likes Rameez and it is her wish to marry Rameez. Rameez is also interested to marry suhana but after the completion of higher studies. Even Suhana doesn’t understand the cunning nature of Rameez. He feels proud of the popularity among girls because of his different style and body langue.

The twist in the story occurs when Suhana’s parents choose Imtiyaz as a life partner for her. She doesn’t accept him and refuses to marry. She pressurizes Rameez to send his parents but he refuses her suggestion. Imtiyaz is 40 years well educated young man, running an established business belongs to an elite class. He has a strong social circle, involves himself in social gatherings and parties.

Imtiyaz is a far family relative of Suhana’s family; he shows interest in Suhana due to her lovely nature. He asks her parents about marriage without confirming that she is interested or not. Parents of Suhana accepted his proposal after Istikhara. Suhana tells the family about her love Rameez, but heartbroken due to the arrogant behaviour of Rameez, she accepted the parent’s proposal and gets married to Imtiyaz.

Imtiyaz is a very caring and loving person; he carries about Suhana, provides luxury life and tries his best to do everything for her happiness. In the start, she spends time shopping and travelling here and there within a city. Suhana always compares the personalities of Rameez and Imtiyaz and could not forget her first love. She gets divorced from Imtiyaz and returns to Rameez.

(Page 25 of 133) Pakistani drama Teri Raza presents an elite culture where characters wear heavy dresses, sari’s, jewellery and makeup in weddings whereas young females wear jeans & T-shirt in daily routine, night dress, Luxury homes, expensive cars, hoteling and boy-girl friendship. Noor Ul Ani Drama Serial

Written By: Edison Idrees Masih

Produced By: Abdullah Seja

Directed By: Sarmad Sultan Khoosat

Cast:

• Sajal Ali as Noor ul Ain • as Khizar Hayat • Iffat Rahim as Ghazala • • Irfan Khoosat

The drama is basically a romantic drama. Noor ul ain belongs to a middle class whereas khizar belongs to the rich class and is the only son of his mother. Khizar and nor ul ain meet accidentally and fall in love with each other.

Khizar’s mother is not agreed as she doesn’t like poor people whereas Noor’s parents are agree on her choice. Khizar forces his mother that she must go to Noor ul ain home for the proposal. She is ready to go there, but misbehaves with Noor parents. They don’t like her behavior and rejected the proposal. Khizar and Noor get upset by this decision, but Noor decides to marry when Khizar sends his mother to say sorry her family. Khizar's mother is not ready to go again and rejects his opinion. Khizar forces Noor ul ain for court marriage but she refuses to do this. Noor ul ain ant Ghazala plays a vital role and helps them for court marriage. When father of Noor ul ain and mother of Khizar come to know about their secret marriage, they kick them out from their homes.

Khizar has been helping in mothers business; he never did a job in any company. After marriage, it was very difficult and critical for him to run a family without any financial support and home. Noor ul ain gets a job and works hard whereas Khizar stays at home the whole day. With the passage of time misunderstandings and problems increase between them and Noor decides to separate. Her father dies and she thought that her father dies due to her action. After separation, Khizar realizes that he was not on the right path and he should go to

(Page 26 of 133) Noor ul ain. In the end, the mother of khizar is feels lonely and forgives them for their deeds. She brings them back at home; furthermore Noor family also forgives Khizar, Noor and his mother.

In this drama, producer highlighted the elite culture in different scenes. Noor most of the time wears jeans & T-shirt, khizar lives in the luxurious home, use expensive cars, her mother running a business, attended parties, join gatherings at the hotel. The drama depicts expensive housing culture, hoteling and fast food culture, boy-girl affairs. 1.4.3 GEO Entertainment Dramas

Khalish Drama Serial:

Written By: Imran Ali

Directed By: Ali Raza Usama

Cast:

• Asif Raza Mir as Altamash Behram • as Mumtaz • Faisal Qureshi as Sahil • Sunita Marshal as Nageen • Kamran Jilani as Feroz

The story of Khalish drama revolves around an elite family who is working to increase their bank balance and power. Altamash Behram, a businessman who is running Behram Company which is one the most established and renowned group of construction. He marries Mumtaz and is spending a happy life. He is living in a luxurious home along with his wife, son Feroz, Nageen (Feroz Wife), Daughter, Mother, Sister and their kids.

Behram marries with a poor girl confidentially. He doesn’t announce in front of his family to maintain the status and power of the family. He left her when his mother came to know and order him to divorce her. Feroz is married with Nageen who is the ex-girlfriend of Sahil (stepbrother of Feroz). Sahil grows up in a poor environment, work hard for the better. His mother tells him at the stage of death that his father is alive and his name is Altamash Behram and also about the behaviour of his family. He decides to take revenge on him and his family. Altamash takes him home by saying that he is the son of his beloved friend. Sahil saw Nageen and remembers the moment when her father rejected him because of his poverty. He involves himself in the business and copy all the legal documents, contracts and bank details to destroy

(Page 27 of 133) the company. Feroz and all family members dislike him and always think about him negatively. They plan different ways to throw him out from the Behram’s home but Altamash always supports him. With the passage of time, company starts losing all contracts, banks asking to return the loans and all contractors sign contracts with new company M. Global behind this is Sahil, who is working against Behram global. He captures employees of Behrams Company and uses them for his own benefits.

Feroz come to know about Nageen and Sahil affair and kicks her out from home even she was pregnant. Sahil talks with his family and says that I have no relation with her, she is my like my Bhabi but all in vain. Sahil takes revenge from Nageen father and also from Altamash Behram. Government seal Behrams global and capture all the equipment, the bank also declares bank defaulter; blacklist the company till the decision of the court.

Kalish drama revolves around an elite class in which all family members played a negative role to defeat others. The drama highlights elite class culture through the living style of all characters. Females in this drama wear jeans & T-shirt, Pent coat, and sleeping dress. The depiction of luxurious homes, expensive cars, weddings, hoteling, male suiting and romance shows that khalish drama is promoting elite culture in Pakistani society. Khani Drama Serial:

Written By: Asma Nabeel

Producer: Abdullah Kadwani &Asad Qureshi

Directed By: Anjum Shehzad

Cast:

• Sana Javed as Khaani • Feroz Khan as Mir Haadi

The drama is basically a tragedy based drama. Khan belongs to a middle-class family and she has a twin brother, two sisters, and parents. On the other hand, Mir Haadi is a foolish and arrogant young boy who is a beloved son of Mir Shah, a big politician and a sitting minister. He misbehaves and misuse power with others and most of the time uses alcohol in his daily life.

Khaani’s brother gets an international scholarship and the whole family is very happy. One day Mir Haadi gets anger at the parking area and killed a boy with his gun. That boy is the

(Page 28 of 133) brother of Khanni. It is a big shock for Khanni’s family and they approach the police, they arrested Mir Haadi and it is very difficult for Mir Shah to bail his only son in front of Media. Electronic Media highlights this issue and injects power in a case. Mir Shah uses unfair means and pressurizes Khaani and his family to withdraw their case against Mir Haadi. He also blackmails them to take serious action against the whole family. Khanni’s family is very poor and is not in a position to face power and money, they withdraw their case.

Mir Shah is a minister and feudal lord enjoying the power and money. He lives in a luxurious villa where a fleet of the guards and peonies work. To drive expensive cars, western dressing, parties and hoteling was the hobby of Mir Haadi. Mir Haadi falls in love with Khaani. He proposes her, but she rejects and also uses bad words for him. She gets engaged and married to another man. He comes to know the entire story and promises her that he will reopen the case, hire the best lawyer and hang Mir Haadi till death. He is a businessman and uses his money to run this case. Mir Haadi is again arrested and confesses the murder, the court orders to hang till death. Mir Shah Shoot himself and his wife beg to Khanni’s mother for Mir Haadi’s life. At the end Khanni and his family forgive him.

In this story, the producer highlighted the power, money, alcohol, luxury home, expensive cars, weddings ceremony, heavy dresses, jewellery, makeup, parties and hoteling culture. He depicts all these things in such a way that people follow this culture and try to adopt these things in their daily life. 1.5 Morning Shows

In Pakistan morning shows were not very famous earlier. In the 1980s when only Pakistan Television Network was broadcasting transmission in Pakistan, morning shows were telecasted on PTV every morning at 7 am. and Qurat Ul Ain Ali hosted that morning show which was divided into different segments (Cartoons, Daily News, cooking, Horoscopes) along with the good content focused on social issues (Zia, 2006). In 2000 cable TV network increased when private channels got a license from the government. In 2002 four million houses were enjoying the facility of cable television (Aziz, 2003). The regulatory body Pakistan Electronic Media Regulatory Authority (PEMRA) which controls all activities of TV channels announced that cable TV subscription increased from 0.2 million to 0.35 million from 2003-06 in Lahore. Zia (2006) conducted research with the sample size of 1200 respondents and results showed that sixty percent viewers watched TV 2-3 hours on a daily basis.

(Page 29 of 133) 1.5.1 GEO Morning Show (GEO Subah Pakistan)

GEO entertainment broadcast morning show with the name of “GEO Subah Pakistan” Monday to Friday from 9am to 11.30am hosted by Dr. Shahista Lodhi who is a famous actress and host. Geo Subah Pakistan is a very famous and popular morning show among people of Pakistan due to its decorated set, music, different segments and energetic host. Morning show is divided into different segments like a guest corner, cooking corner, fashion show, marriage celebrations, makeup competitions and audience.

In this show, female anchor invites different guests who mostly belong to media industry, talk with them about their personal and professional life. She discusses with them about current issues, their liking and disliking, allowing the audience to ask questions about their life. This morning show consists of different segments like a fashion show in which local models wearing heavy dresses with full makeup walk on the floor on the beat of the music. The host also invites different beauticians to arrange a makeup competition, they also provides health tips to the female audience for a beautiful body and outlook. In different morning shows she arranged mehndi of any celebrity, decorate the set with multiple followers, bridal with her friends come in the yellow dress. Host along with bridal family and friends perform different activities like ubtain, mehndi and sing songs on the beat of dholki. Male and female family friends arrange a singing competition and couple dance. 1.5.2 HUM TV Morning Show (Jago Pakistan Jago)

According to nayatel channel rating survey, HUM TV is the topmost entertainment channel among females of Pakistan (Nayatel, 2018). HUM TV is broadcasting morning show with the name of “Jago Pakistan Jago” hosted by Sanam Jang in weekdays from 9 am to 12 pm. Sanam Jang is attractive because of her dressing and voice. She is very talented and has a trick to grab the attention of the viewers. This morning show is divided into different segments related to home décor, health and beauty, social issues, celebrities. The main theme of this show is the promotion of bridal dresses, makeup, jewellery and expensive marriage ceremonies. The host of the show invites celebrities from different walks of life, make gossips, involves the audience, ask a tricky question, plays games and also dance on the floor. She also calls beauticians from different salons for makeup and health tips. Morning show purely focuses on a female that’s why this show designed in such a way to attract the attention of females. She also invites different boutiques to display bridal dresses, latest makeup & jewelry trends and matching shoes.

(Page 30 of 133) 1.5.3 ARY Digital Morning Show (Good Morning Pak)

“Good morning Pak” is the most popular morning show in Pakistan (Iqbal, 2016). It is a fun show hosted by Nida Yasir broadcasting from Karachi studio. The morning show is broadcasted on weekdays from 9 am to 11:30 am. The main segments of this show are dholki, mehndi, dance and Barat reception functions and beauty competitions. This show presents beautiful sets and fashionable dressing of the host. There is a big list of celebrities who have often been invited in the morning show. Fashion designers, musicians, singers, models and actors are the main guests on this show. Nida Yasir also invited many couples of Pakistani showbiz industry and played different games and talked about their life. She invites different beauticians and dress designers to motivate viewers and the audience how to be more beautiful and attractive. They also give fruitful tips about health, physic, dressing and makeup.

Television played a dynamic role in the social reformation and the preservation of the social market as discussed by Klein (1995) that the rise of the market was a democratizing force in the 18th century. It enables the middle class to have a new experience; some of them are preserving the upper class. This market has moved people from artwork, church and the courts. The market cannot distinguish between costumers on the basis of birth like social class, buying and wearing dresses which do not match with a person's estate so media affects all these spheres.

In recent years, the media organization are changing their contents and modifying them culturally. Media channels are attractive, versatile, fragment and elastics in its nature (Tahir & Shafi, 2015). Control of public communications facility has vanished. Public media is currently looking for to legitimize the course of life in line with the increasing competition among station. Sonika and Rani (2015) said that the liberalization of new technology due to the conception of global village and rules & regulations of media industry means that viewers can still access unlimited number of public and private media. This acquisition provides more viewing experience, but also generate contest among media organizations to attract a wider audience. Broadcasters were forced to identify their specific clusters and actively explore for latent viewers and on the other hand, morning shows host, Magazine shows, Award Shows and other ordinary medium have a most important difficulty to grab the attention of the adolescent. Youth views more sex-related content on TV get involved in extramarital relationships to illegal children and pregnancies to abortions (Ward & Rivadeneyra, 1999). We have been uncovered to all types and level of ridiculous content in drama in the name of

(Page 31 of 133) contemporary amusement; still highly regarded relations are not safe. Youth follows electronic media content and tries to adopt such gestures. Researchers found that when youth watch videos related to danger, brutal death and sex, they change their reflexes (Cognition & Emotions, 2004).

McKibben (1992) write, “We believe that we live in the ‘age of information’, that there has been an information ‘revolution,’ while in a certain narrow sense this is the case, in many important ways the opposite is true” (p. 160). McQuail (2000) advocates the supremacy of the media which can be abridged as: "attracting and directing public interest; persuasion in matters of opinion and belief; influencing behaviour; structuring definitions and realities; conferring status and legitimacy and informing quickly and extensively" (Burton, 2005:29). Particularly, personal television outlets in Pakistan have certified the "communication of messages and get in touch with individuals or else "removed from centres of administration and impelling individuals cut off from the print media".

Researchers have the opinion that electronic and print media has become influential and their magnitude is increasing in the current situation. Media provide news and entertainment; it has the authority to control people of the world. Dramas and morning shows have an immense influence to articulate, design or redesign community attitude. Host of morning show and drama characters collect information and reshape that information according to the channel policy and then present it as a reality. Elite class is controlling television, FM, print media and film (Akbar, 2009).

Shoemaker and Reese (1991) have argued, there is a chain of command comprised of comprehends authority at five points; at Individual, level of the Media, Managerial, Non- Managerial & ideological level. Common studies of material characteristics can help people to recognize the essential procedure, societal phenomenon and community relations with the media.

Electronic media always play a dynamic role to disseminate the messages within the society. In the current era, many changes in media have undergone and gradually developed a new importance among people. Media can be used to improve physical condition, tiny family unit custom, clean atmosphere and to improve the schooling sector. It is a powerful tool, which is changing the perception and behaviour of people (Farishullah, 2004).

Every nation has its own perception of liberalism or elite culture. Some people like male- female relation, modernism latest fashion trends whereas some dislike such these things.

(Page 32 of 133) Pakistani society is a diversified society having a rich culture and strong religious beliefs. TV has deep and strong effects on the culture and studies show the strong impact of culture on buyer’s behaviour (Luna & Gupta, 2001)

The study in hand revolves around “Promoting Elite Culture by Pakistani TV channels”. With the advancement of electronic media, youth has become more aware and in touch with contemporary issues. Pakistani society became more advanced and liberal in the recent era with the boom of electronic media. Fashion trends, boy-girl relations, dance, music etc. are part of society. Electronic media highlights these issues in a very dramatic way and portray these people in such a manner that they are the real heroes & heroines of the society.

Electronic media gives them live coverage and exaggerate the things, mould the minds of the youth and gives them a new direction for the satisfaction of physical needs. TV channels in Pakistan are responsible to produce understanding within youth, how to overcome social evils, but on the other side TV channels are increasing frustration among youth as well. Channels broadcast bold content like hugging, models with fewer dresses in bridal weeks in morning shows and dramas. 1.6 Objectives

1. To find out whether television programs are changing the culture of Pakistani society. 2. To find out whether Pakistani drama is promoting western dressing culture. 3. To find out whether morning shows are promoting dancing and expensive dress culture. 4. To find out whether Pakistani TV channels are promoting elite culture. 1.7 Hypotheses

H1: There is a significant difference among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV dramas. H2: There is a significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV morning shows. H3: There is a significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV channels. H4: There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV dramas.

(Page 33 of 133) H5: There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV morning shows. H6: There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV channels. H7: There is a significant difference among people with different marital status in terms of their views about whether promoting an elite culture by Pakistani TV dramas. H8: There is a significant difference among people of different marital status in terms of their views about whether promoting an elite culture by Pakistani TV morning shows. H9: There is a significant difference among people of different marital status in terms of their views about whether promoting an elite culture by Pakistani TV channels. H10: There is a significant difference among people from different profession in terms of their views about whether promoting an elite culture by Pakistani TV dramas. H11: There is a significant difference among people from different profession in terms of their views about whether promoting an elite culture by Pakistani TV morning shows. H12: There is a significant difference among people from different profession in terms of their views about whether promoting an elite culture by Pakistani TV channels. H13: Whether Pakistani entertainment TV channels promoting elite culture? H14: Whether Pakistani TV dramas promoting elite culture? H15: Whether Pakistani TV morning shows promoting elite culture? 1.8 Research Questions

1. Do TV programs of Pakistan change the cultural values? 2. Do the people of Pakistan influence by the western dressing styles shown in drama? 3. Do morning shows promote dance and costly dress culture in Pakistan? 4. Do TV channels change the culture of Pakistan?

With the advancement of technology and growth of , people get a chance to obtain information about others culture, habits and social norms. Private TV channels provide affordable and easy entertainment to the people of Pakistan at their door steps. People of every age and walk of life spend some hours in front of TV to amuse (Page 34 of 133) themselves. Entertainment TV channels, educating the viewers and enhance their living standards. Many researchers have found that people who belongs to politics and business tycoons are called Elites and they tried to hold all activities belongs to them to create a monopoly over others. Viewers prefer to watch drama and morning shows to get information about latest fashion trends, makeup styles, good food, clothing and home decoration. People watch private TV channels drama and morning shows instead of PTV drama because of colourful presentation on screen, glamorous actress and liberal content.

(Page 35 of 133) CHAPTER-02

LITERATURE REVIEW

The study of previous researches is the starting point of every research. A review of the literature is an organized investigation and examination of available information that attributes researchers who already have written on topic under consideration. The literature review provides knowledge of the thematic area and reduces the possibility of overlapping ideas. More significantly, showing the focus of your field of study can help to exploit the benefits of your investigative effort. The purpose of literature review intends to synthesize diverse study, demeanour to look at the association between media and society. The research in hand, advocates that whether the Pakistani TV channels are promoting elite culture. Relevant to the current study “Promoting elite culture by Pakistani TV channels” the researcher re-examines the national and international researches related to TV drama & morning shows and their effects on the culture and behaviour of viewers.

Wimmer and Dominick (1994) says: “It not only allows learning from (eventually adding to) previous research, but also saves time, effort and money” (p. 24) whereas Augustine (1980) declares that: “The purpose of the literature review is to know what type of research has been done in the area and what has been found in previous studies” (Cited in Ilyas, 2002:31).

Zadeh & Muzafferi (2014) investigated cultural values and fashion trends on the minds of Iranian women. They selected three TV channels GEM, P.M.C, & Manoto and considered them as a social and cultural change agent for Tehrani women. They concluded that Persian TV Channels were pursuing to change women's lifestyle of Iran. Many researchers have done research on the issue that media culture has a wider effect (Kellner, 1995; Jenkins, 1992; & Lewis, 1992). Mustaffa & Salleh (2014) found that Malaysian TV dramas were telecasting western culture in spite of Malaysian culture which is promoting the values and lifestyle of the west instead of Malaya. They also figured out the rapid growth of cultural globalization and its effects on the Malaysian TV and culture, youth of is adopting new trends and lifestyles of the west, whereas Majeed (2005) finds out that drama is the most entertaining part of life. The objective of the drama is to find out social evils of the society and improve the lives through the positive message. Star plus drama is attracting Pakistani youth through their stylish dressing, strong relations, religious and cultural festivals.

Matthes & Mayrhofer (2018) investigated the alcoholic presentation at offices shown in TV dramas. They analysed alcoholic and non-alcoholic drinks; story, outcomes related to alcohol

(Page 36 of 133) and models association with alcohol. The study also found that use of alcohol at the workplace is lesser than that of at any other places. Researchers investigated that most of the people used drinks at offices shown in TV dramas are alcohol and use of alcohol in the males is more as compared to females. Whereas Furnham et al (1997) selected six soap operas from British television which were rated among top 20 most viewed television programs. Both visual and oral references to alcohol consumption, including beverage and drinking were taken as the unit of analysis for the study. They concluded that alcohol consumption shown in television dramas indicates the values, norms, social gatherings and culture of elite class for their celebrations, especially in Christmas parties. Moreover, there was a very little presentation of any harm or problems produced due to alcohol consumption like suicide, road accident or any other mishap faced by the characters of the soap operas.

Campbell (2013) traces ccultural misunderstanding about the expansion and misinterpretation of the alcohol addiction are propagated in our daily lives, and theatre too often falls into the trap that spreads false ideas, which only furthers the stigmas and stereotypes associated with alcoholism. A large amount of researches have been carried out by the researchers about the consumption of alcohol shown in television dramas to observe the negative belongings of TV contents on the people (Stacy et al. 2004; Ellickson et al. 2005), alcoholic presentation in drama and its effects on drinking behaviour (Engels, et al. 2009) association between recall of alcohol in media (Connolly, et al. 1994) outcomes like alcohol expectancies (Kotch, et al. 1986; Kulick and Rosenberg, 1996; Winslow, 1998).

Ariffin et al (2018) found that Malaysian people are very fond of Korean TV dramas and their intentions are diverting towards Korean dramas as compared to other Asian dramas. They investigated the phenomenon and found four areas like history, economy, government and systematic approach that was being used to promote Korean TV dramas in Malaysia. Findings showed that the government invested in major fields like film, drama, games, and music in the form of technical assistance, skilled workforce development, infrastructure development and expert assistance programs. The condition of the economy and location of Korea worked as a catalyst to motivate and promote Korean media not only within the country but also outside the country. Korean broadcasters worked hard in the field of creativity related to the culture to gained objectives and promotion of Korean TV dramas in Malaysia whereas (Shamsher & Abdullah, 2012) conducted similar research and investigated that Bangladeshi people are losing their traditions and values with the arrival of foreign media within . Researchers found that people of Bangladesh are adopting a western lifestyle which is against the norms of their local culture. The study revealed that due to foreign media,

(Page 37 of 133) there was an increase in sexual activities and social violence, whereas the females of Bangladesh began to wear miniskirts and tight dresses which are affecting their cultural values and norms. Similarly Tanvir et al. (2014) found that behaviour of people changed with the change of culture. In the era of globalization, societal values, norms, traditions are made by foreign media and programs that are telecasted on these channels. The researcher found that people of Bangladesh are adopting western dressing style and losing their own language, traditional festivals, food, folk theatre. The study also reveals that the education system of Bangladesh is not strong enough to counter western media and this media has cultivated western thoughts in the minds of youth. Western media is shaping the minds of Bengali teenagers and young people; they even didn’t differentiate the local and western culture.

Sign & Kaur (2017) finds the reasons to watch TV, which shows most of the respondents, watch TV 1 to 3 hours on a daily basis which changes on weekends. People watch TV mostly for entertainment, to spend quality time, watch drama, listen to music, watch games, and news channels. The results also reveals that different factors like signal quality, good content of the programs, stylish host, his/her image in a society as well as channel image motivated people to watch television. They also find out that language, content, time and awareness of the program played an important role to grab the attention of the viewers.

Alalawi & Al-Jenaibi (2016) finds the media affects whether it is direct and limited which is a debatable topic for a long time. Media affects all classes of society politically, religiously, educationally and commercially. Media directly affects the societies which are not limited. Children from age 4 to 10 perform their activities mostly in the class and get inspirations from a TV programmes and action films, whereas student of different colleges are getting involved in FM shows & songs. Findings showed that media have both constructive & harmful effects on people as technologically world has become more advance & people are adopting the technology. Media among all technologies media has deep effects on society as technology affects the social life. Latest technology adopted for the creation of new mediums have everlasting effects on society whereas Shah et al. (2016) investigated the effects of Indian drama telecasted at prime time on Pakistani TV channels like HUM TV, Geo Entertainment, and Urdu1. They also tried to find out the adoption level of Indian culture, physical and psychological effects on behaviour of youth that is shown in Indian dramas. Results showed that with the increase in age and education there will be a less viewership of Indian dramas. Findings revealed that most of the university students watch prime time drama once in a week, whereas college students watch drama 4 to 7 days per week. Researchers find out that Indian dramas have fewer effects on cognition, attitude, and behaviour of the females of

(Page 38 of 133) Peshawar. The female youth of (KPK) has their own strong cultural history, which was not disturbed by Indian cultural values, the characterization in dramas, their dresses, language and facial expressions shown in Indian drama on Pakistan TV channels and Shabir et al. (2013) find out that Hum Television drama is promoting a real image of Pakistani traditions and values whereas GEO TV is highlighting foreign culture through drama. They also said that women of Bahawalpur are adopting new trends and fashions used by models in GEO and HUM TV dramas. The education level of Bahawalpur women also increased due to modelling trend and modernization. Hum and GEO TV Urdu dramas are the best sources of entertainment and easiest way of cultural exchange in the society. With the advancement of media technology, Culture is changing in every second, which is hitting the local culture of every society. Number of studies conducted research on the effects of media on the culture and society (Hepp et al. 2015), perception (Leonard et al. 2009), and culture can be applied to the wider range of artefacts (Kellner, 2001, 2009).

Huma (2015) analysed the PTV dramas of the 1980s through its contents, music, and visualization. She analysed that PTV dramas were very popular due to body language, expression, and acting covered all areas of life like domestic and social issues whereas dramas of 21stcentury are famous among people due to their background music, locations, western dressing and stories of the elite and middle class. She concluded that dramas of the 21st century are more attractive, glamorous visuals, appealing music, get-to-gather patterns and physical gestures as compared to the dramas of the 1980s. Tariq (2005) found that PTV is presenting the real culture of Pakistan through dramas, cooking, and cultural shows. PTV due to its drama and cultural content has a strong audience and reliability, whereas GEO TV is not highlighting the real cultural image of Pakistan.

Zia (2014) explained that drama of PTV glamorized due to the interest of the audience. PTV drama is cultivating the norms, values of the people and it is also affecting the behaviour and attitude of youth. She found that most students watch romantic dramas whereas some of them have first preference of historical dramas. The findings also showed that PTV drama is promoting moral and social values and portraying the elite class culture to some extent which is not attracting students. PTV drama due to its glamorous presentation and attractive visuals is generating frustration to some extent among youth and Juni et al (2014) revealed that majority of viewers influenced by PTV dramas due to latest trends, party style, and mix gatherings. The researcher also found that youth deviates from a rural culture to popular culture, they like to adopt music, songs, eating habits, couple dance, drinking, romantic gestures and new dressing and fashion trends shown in PTV dramas. Findings showed that

(Page 39 of 133) people watch PTV prime time drama mostly to entertain them. Researchers found that people are very much satisfied that PTV drama promoting Pakistani culture and also like content about fashion, home decor, eating habits, social issues, interaction pattern, dressing style, wedding ceremonies and festival celebrations varied to some extent among respondents. Prime-time drama of PTV is changing the language, cultural festivals and trends among the youth of Pakistan. Current studies reveal that there are two main sources of fashion knowledge: Magazine and Internet (Evrard & Aurier, 1996; Martin, 1998), experience of slime body leads to a comparison (Bessenoff, 2006; Festinger, 1954). Youth employs mass media for direction, encouragement and validation of attitude and behaviour towards product and stylish outlook (Chan, 2008; Sohn, 2009; Zhou, Zhou, & Xue, 2008).

Butt (2000) analyse that PTV dramas are produced on the same topic and issue without any diversity in the production and content. PTV drama highlighted women's issues positively, but failed to enhance the education level of the women. The viewership of PTV drama decreased as compared to satellite TV due to the same theme presented in drama. Ahtesham (1998) concluded that PTV dramas are promoting wedding ceremonies influenced by an Indian and Western culture which are against the basic preaching of Islam. Style and glamour showed by PTV dramas creating or developing psychological effects on the minds of viewers.

Ali et al. (2015) says Indian TV channels are cultivating their own culture in Pakistani society. The study investigated the watching level, watching time, channel preference, hegemony on the remote control and viewing style. Women of the urban and rural area like to wear a sari and used Indian words consciously or unconsciously in daily routine. Findings showed that females strongly agree that the dramas of India are providing information regarding new dressing style and latest fashion trends. They also investigated that most of the females don’t like to wear Indian dresses informal get-to-gathers, but they think Indian TV dramas are the best source of entertainment which shows latest fashion trends and new dressing designs whereas Juni (2014) find out the global media impact on the cultural change and effects of western media on the youth of Layyah city. Youth of Pakistan is influenced by foreign contents and adopted new trends shown by cable TV. Findings showed that females watch star plus drama, adopt western dressing, whereas young girls adopted jeans culture. Researchers also found that people adopted western cultural trends only for the show-off and to astonish others. The present study shows that youth of Pakistan is highly influenced and follow western entertainment channels. Madni et al. (2014) stated that most of the respondents of Pakistan like Hum TV dramas as compared to and they like female characters in Shalwar Qameez rather Mini Skirts. Many researchers have investigated that

(Page 40 of 133) cultural studies are purposeful for audience perception (Ang, 1985, 1986; Brunsdon & Morley, 1978; Fiske, 1989a, 1989b; Jenkins, 1992; Lewis, 1992; Morley, 1986; and Radway, 1983).

Madni et al. (2014) study the female’s behaviour towards the Turkish & Pakistani dramas. Researcher’s find that most of the females from all groups have a preference to watch Hum television drama and reveal that Turkish dramas are telecasting combine get-togethers, mix office environment, dance, handshakes, kissing, female modelling and drinking styles at parties as compared to Pakistani dramas. Furthermore, Aslam et al (2015) explore the influence of foreign dramas on educating females of Gujranwala city. Main objective of the research is to check the influence of Turkish drama on social, ethical and value system of Pakistani females. is a Muslim country, but hijab remained banned in educational and other governmental institutions for many years, which shows the intrusive impact of Western culture on Turkish society. Keeping in view the liberalism and westernized culture of the country fundamental concepts of Islam regarding marriage, family, divorce, iddat etc. are seen to be molded and manipulated by the drama industry to spice the story and grab the audience. The study concluded that Turkish dramas are exerting great influence on norms and values of Pakistani society which have effects on behavior and there is also a great resistance from Pakistani society against Turkish drama. Drama of Turkey has deep effects on cultural values of Pakistani University students due to western content (Iqbal, 2018) and Turkish drama become more westernized due to political instructions and the influence of secularism and neoliberal system. The war of political pressure and take down by media professionals has also become the subject matter of various Turkish dramas where political issues are highlighted or characters are presented negatively as a threat for the freedom of media and great hurdle in the entertainment industry. Elite culture is ultimately dominant in media of any society either in the political sector or socioeconomic and religious facet (Cetin, 2014).

Yousaf et al. (2014) presented that women watch television mostly in their daily routine and would like to watch Star Plus dramas as compared to Pakistani dramas. Television has become a family member and women conversation is mostly about star plus dramas at home which affects their domestic duty and leads to divorce ration at its peak. It also highlights that dressing style, language, and communication behavior shown in Hindi dramas are affecting the lifestyle of Pakistani females whereas Namdar et al. (2013) finds out that local TV dramas are affecting the consumer behavior due to trendsetting, product liking, drama influence on society and audience trust. Businessmen should use local TV channels as a tool for advertising and publicity of their products and goodwill.

(Page 41 of 133) Helal (2013) in his study reveals that Bangladeshi women, young male & female’s even children watch intensively Indian drama serials in their leisure time and adopt new fashion styles shown in them. He also found that these drama serials are digesting the real cultural values of Bangladeshi people. The findings of the study say that these dramas are provoking the youth of Bangladesh towards sex, marital affairs, crimes, casual behaviour and encourage disturbance among family system. The researcher also found that these dramas are promoting Hindu culture in every walk of life of Bangladeshi people. Adolescents of current era are living in a commercial world where they are a soft target of businessmen (Su & Tong, 2017) and children of that age have great interest in stylish and fashionable dresses (Nelson & McLeod, 2005). Sun & Guo) 2017 revealed that media modality, fashion associated content and persuasive power of fashion are changing the cognition of Chinese young people and provoking them to adopt these styles.

People adopt the latest trends, fashions, and culture shown on electronic media. Kayani, et al. (2013) carried out a research to examine the male & female mindset, behaviour and awareness about global village culture and its effects on cultural values of Pakistan. Researchers found that career opportunity amplified by globalization, enhance people’s life, decrease communication gap between blood relations and also enhance the voice and sovereignty of Women. He also investigated that mass media is disturbing the cultural values and norms of Pakistan, increasing the pessimism, stress and life is becoming more expensive. Culture is an identical notion of every nation and all societies have their own cultural values and norms. Pakistani society is traditional and religiously very strong which is following the Islamic values. Zafar et al. (2012) investigates that Indian drama is endorsing their own culture which is disturbing the cultural values of Pakistani society. People of Pakistan are well aware and well educated about the antagonistic and contrary impact like dressing patterns, language, fashion styles and film festivals of Indian culture. Private TV channels are the major source to promote Hindu culture in Pakistani society and it is the responsibility of Government institutions, media organizations, cable owners and the general public to follow and adopt a pure Pakistani culture and spend their lives according to the preachings of Islam. Furthermore, Ravandeepa (2011) examined the affects of drama exposure on Sri Lankan females. Findings showed that TV drama negatively affecting the home activities, socialization, way of communication and attitude of Sri Lankan women. Drama creates problem to manage family setup, increased divorce ratio, women deviation towards fashion trends and also affect their personality. Electronic media have a very strong influence on the minds of people. Viewers watch and perceive as it is shown in dramas or in other programs. Jin & Jeong (2010) carried out a research to find out the effects of South

(Page 42 of 133) content on the bachelor and married life. Drama promotes that single life and fewer children after married life is good. The content of these dramas are cultivating the minds of married people.

Datoo (2010) conducted a research to investigate the effects of global culture broadcast by the media, which influence the Pakistani society norms, values, and culture. The study investigates that global media creates hegemony and is affecting the cultural values, superiorities, beliefs and changing the perception of youth. The study also reveals that the global media is portraying the image of Muslims, their identity and also highlighted the socialization of youth and the participation of women in the media, whereas Khan & Arif (2009) conducted a research on cultural values of Pakistani youth and analysed how Entertainment TV channels are affecting the values of the youth of Multan. The study reveals that foreign content shown on private TV channels is changing the minds of youth along with their cultural norms and values.

Rana & Iqbal (2008) carried out research to find out the availability of contents on satellite TV channels and the behaviour of people after watching new things in their social gatherings. Cultural changes broadcast through satellite TV channels are affecting the people of all ages, genders, political and cultural organizations. Satellite TV channels have a positive impact on a young generation, females, adolescents, and pupils. They also analysed that programs on different TV channels have a deep impact on society as compared to PTV. The population of Pakistan consists of different age groups, but most of them are young. They use different ways for the satisfaction and entertainment. Zia (2003) reveals that youth of Pakistan watches cable TV channels most of the time for their satisfaction and entertainment. Results show that young male and female only watch cable TV for the entertainment and they don’t have any productive reason behind this habit and they prefer to watch those channels which broadcast positive and culturally decent content.

Fashion is adopted by the culture or it changes the culture. This adoption and modification start with the advancement of media technology like TV, FM, Print media, advertisements, and social media or through magazines. People have a plenty of time to watch these mediums which leave a deep effect on the minds of people (Barnes & Greenwood, 2006). Furthermore, Mcfatter (2005) stated that women of the United Kingdom at large are adopted latest fashions shown on TV programs, magazines, and movies. He concluded that youth and those who have money adopted the latest fashion as early as possible and education has a negative impact on adoption of fashion, whereas Tariq (2004) reveals that the majority of the people follow the trends of high class marriages shown in movies and wear same dresses, adopt hairstyles, (Page 43 of 133) makeup, jewellery and colours. He also added that bride; groom and their family members influenced by movie characters play Indian songs, dance and also decorate the stage as shown in movies. People get signs from mass media, compare it and use these signs as a role model (Morrison, Kalin, & Morrison, 2004; Tiggemann & McGill, 2004). Few researchers have a point of view that these models show on TV influence living-style, achievements and reshape profession goals (Cheung & Yue, 2000). Media has the power which persuades the behaviour and cognition towards specific models and provides characteristics of fashion related to body and food (Botta, 1999; Martin & Kennedy, 1993).

Dutceac (2004) found that culture and religion of the different societies of the world are changing due to the global world. The meaning of social and cultural incursion, cultural segregation, mafia and decline in social harmony have changed or dishonoured due to worldwide entrepreneurship, media, and the global marketplace. Domestic language and culture fades out due to globalization and foreign media trying to develop a similar international culture which disappears valued traditions and languages of different areas of the world. People are adopting the latest styles of dressing due to increase in the economy and wealth status. Kiran et al. (2002) finds that status influence changes the dressing patterns and middle class tries to follow the fashion of elite class, whereas the upper class adopts new styles to look different from others.

Ali (2001) investigate that satellite TV channels are affecting the fashion trends, eating habits, language, traditions, religion and socio-cultural patterns. Satellite TV programs are changing the living style of People and are promoting Indian and Western culture. In the era of globalization, media is not only providing news, presenting images and understanding about incidents, but also giving knowledge about living style, cultural values and trend settings. Media is promoting needed luxurious life and fashionable trends by showing “how attractiveness, sexuality, profession, achievement, cooking proficiency, and social prominence can be sold and brought in the consumer market” (Croteau & Hoynes, 2003, p. 188). In the process of oral representation of the cultural industry in the media, luxury values use luxury fashion to sink (Zhang & Kim, 2013).

Akbar (2009) said in many developing countries 65 to 80 percent television programs consist of American or Western media contents, which are potentially penetrating their culture in the youth of developing nations. Such cultural invasion ruins the social values and religious concepts in the name of modernism or pop culture. The known to be the biggest media supplier is transforming materialism and secularism to the rest of the world, particularly the Muslim world is in great danger of distorted cultural identity due to western (Page 44 of 133) culture infusion through the media. Media conglomerates are spreading vulgarity in the name of art and amusement. The Muslim world should take measures together to take down the prevailing pop culture of the USA and Europe to protect Islamic preaching and Muslim values from destruction. There must be a sound media policy on the national and international level to disseminate the true picture of Islam and Muslim society, whereas Batool (2007) highlighted that Pakistan is an Islamic country with a majority of the Muslim nation. Culture and values its social decorum is derived from the teachings of Islam as the national religion of the country. Islam provides a complete code of life for its followers. Nowadays, due to global media prevalence Pakistani culture is at risk. Especially, the glamorized cultural depiction of Indian dramas has exerted a great impact on dressing and traditional aspects of Pakistani society which can be seen during festivals and marriage ceremonies particularly.

Dressing and fashion are considered as ideological identities of certain groups or individuals. Wearing trends imitate profitable expansion, cultural norm, and societal custom (Workman & Lee, 2011). The consumers make their clothing choice according to time, situation and nature of the event, i.e. casual dressing is different from formal dressing as the purpose of the situation varies from time to time and culture to culture. Living style and perception of any individual has no effect on the selection of dress according to their social values (Khare, Mishra, & Parveen, 2012). People enthusiastically pick newest fashion news signs permitted by the group they look up to (Auty & Elliott, 1998) and implement fashion dressing style linked with related peer values (McCracken, 1988). In the contemporary world, fashion is not blindly adopted by following the elite class but the choice of consumers basically depends on the knowledge level and self-aesthetic sense as well. Dressing patterns represent the social values and lifestyle of individuals.

According to Pathak (2013) college students of Pakistan blindly follow the dressing styles used by silver screen and television stars as they consider them as fashion icon for latest trends whereas “Consumption establishes itself as a gratuitous and creative activity in as much as people reinterpret and reorganize things they have bought according to a particular style which they are continuously engaged in accomplishing” (Sassatelli, 2007) and Fashion communication has experienced great revolution since last few decades and has undergone 360-degree change in style adoption and its influence in group interaction. The success of fashion patterns is measured by the ratio of its adaptability and appreciation in social life which is associated with individuals’ norms and values. Dressing patterns and fashion adaptation is not only the manifestation of apparent looks, but also speaks of the emotional feelings and ideas through non-verbal communication (Venkatasamy, 2015). Furthermore, in

(Page 45 of 133) contrast, cultural diversity and pluralism have become integral values of contemporary social communication. Modern societies have learned through globalized media that pluralism, linguistic, cultural diversity, freedom of expression, speech and acceptance of others’ values and opinions constitute social decorum (Jandt, 2010).

Gladkova (2013) said that mass media should function effectively to create a national identity and mobilization of the society for the uplift of social norms and values. In addition, diversity in programming is also vital to introduce the audience with diverse ethnic, linguistic and cultural minorities of universal society. Research recommended that individuals, especially children, should be guided about equality of human beings, regardless of the difference of ethnicity, belief, race, colour and creed so that social stress can be reduced through the values of cultural harmony and pluralism on the local and international level. Every human society has its own culture and system of norms which distinguishes it from others. Culture is a complex combination of various elements, but not limited to, social beliefs, ideology, language, traditions and collective behaviour of individuals (Lane and Ersson, 2007).

Culture depicts every aspect of human life usually dressing patterns and way of social interaction with family, peer and other members of society. In true sense, culture is not confined to an apparent picture of human lifestyle, but also comprises the thinking and ideology as well. Society is inevitably linked with national values and attitudes toward certain issues; hence culture is shared within society, but distinguishable from other nations (CIL, , 2005). There are various interpretations of the term “culture” in different societies. Generally, culture refers to the living style and social interactions of individuals with other members of society. Researchers demonstrate that culture is learned and shared by the social interaction through formal or informal institutions of society and it is transferred from generation to generation. Every culture provides a code of ethics for its members where they practice certain norms and value system. However, due to the universality of global culture through mass media, the integrity of developing countries’ culture has undergone too much potential harm (Tylor, 1920).

Afzal (2010) added that Indian festivals are increasingly being the part of Pakistani culture, e.g. Basant (Kite Flying) is celebrated by Pakistani youth. Moreover, unethical contents of media mostly dramas and advertisements on Indian channels are being watched by a large audience in Pakistan, which is clearly in contradiction to our values and norms. Viewers attempt to adopt these fashion and dressing styles in their real-life events to meet the race of modern lifestyle, whereas Fatama (2003) has a point of view that Pakistani viewer’s especially young people like Indian television dramas due to the depiction of glamorous elite (Page 46 of 133) culture and fascinating dressing trends and appealing visuals. Pakistani audience practices those customs in their social gatherings which is the alarming situation for a national culture of Pakistan because culture is the identity of any society.

Ansari (2005) examines the effects of television dramas demonstrated that the dramas of Star Plus are promoting Hindu culture which is completely against the values and customs of Islamic society. These cultural trends are being adopted by the younger generation of Pakistan to look more attractive and modern. Other than dressing styles, Pakistani youth is blindly following the social gathering culture of Indian dramas, especially attitude toward love, marriage and drinking during celebrations and parties with dancing to loud music.

Juni et al (2014) find out the impact of Indian customs on the culture of Pakistan and analyse how Indian TV drama is cultivating customs and beliefs of Pakistani viewers. People of Pakistani follow Islamic values and norms, but Indian movies and dramas are disturbing the true values of Islam and our society is blindly adopting the elite culture shown by Indian television and film industry, whereas Scholte (2000) concluded that globalization has exerted a great impact on cultural identity, social norms, family system, living style and behaviour. Mass media has promoted individualism and collective behaviour of nations has gone, diminished; individuality and freedom of expression have attained popularity in the contemporary era of multi-cultural communities. Societies are rapidly adopting western cultures and race of elite culture has made human deprived of the real essence of bonding for the sake of materialism whereas a similar study was conducted in Malaysia to dig-out the influence of foreign programs on a value system and culture of Malaysian national culture. These programs brought with them a western culture which was in contradiction to the norms and moral standards of Malaysian culture, especially violence, sex, and intimacy was prominent features of Western culture witnessed in television dramas. In Western dramas, individualism was more emphasized as compared to the family system, custom of Malaysia (Mustaffa and Salleh, 2014).

Sabir et al (2015) to examine the influence of Indian television on Pakistani culture. The findings revealed that Indian television has a strong impact on Pakistani culture giving a significant value. While discussing the lifestyle and culture of any society, it is evident that health is a vital factor in every class of human society either it represents the trends of elite status-quo or working class of the society. A study carried out by Vondern and Kinnally (2012, pp. 48-56), point out that media affects the perception of young people about body figure which also affects their personality, their relationships and of course their fashion choices. Findings show that comparison with peer affects the physical appearance of (Page 47 of 133) personality. Furthermore, media information with attractive physical shape and attitude are professed as the criteria of achievement for general spectators. Media has put forth a considerable stress on youth by means of personality with attractive character which persuade viewers to imitate the character of these divas (Damme, 2010, pp. 89-91).

A large number of young females change their buying behaviour to maintain physique. Advertising manipulates the things and provoke viewers by using attractive models having ideal figure. Keeping in mind, female’s behaviour deviates towards makeup, hair pigment, slimming suits and cosmetic surgeries can be observed (Hesse-Biber, 2006). Television campaigns are extensively used throughout the world to disseminate messages to a large population. These campaigns used strong societal values, effective marketing strategies and addicted or habitual behaviours. Researchers tried to investigate the results of campaigns about tobacco intake, alcohol & drugs, heart disease, sex-oriented behaviour, cancer, child survival, and organ or blood donation. They concluded that media campaigns create optimistic approach and avoid negative changes in health-related behaviours across large populations (Wakefiell et al. 2010).

Meti (2014) examines the popularity of various health program and television channels and to take the opinion of the viewers about these health shows. The researcher was also interested to explore what the audience is seeking in these program contents and either they do apply these remedies in their everyday life or not. Results of the research explored, the majority of people rely on television for health awareness and they apply in their life suggested remedies by the health experts in TV shows. Younger respondents prefer new media for updates and many educated women also read magazines and papers regarding their health, but still consider television as a reliable source of public awareness in India.

Kaluvoya (2016) look into the portrayal of minorities in Indian dramas with special reference to Telegu soap operas in terms of the culture and characterization. Majority of the population in Telangana state speaks Telugu language as a means of verbal communication. Religious minorities like Christians, Sikhs, and Jains are also important groups of the society; therefore, their representation should not be neglected in mass media. The findings of the study showed that soap operas majorly represent Hindu culture, festivals, and family, whereas others sects of society are ignored in characterization and content. The study also revealed that minorities, if shown, are portrayed as terrorists and criminals in serials, especially Muslims as terrorists and Christians as alcoholics while Hindus as doctors and Police officers. Moreover, Indian dramas emphasis more on religion while Western soap operas highlight other social issues.

(Page 48 of 133) Television dramas are a very important element of entertainment channels throughout the world. Themes and plot of the story vary from culture to culture, time to time and country to country depending on socio-cultural, religious, economic and political structure. The world becomes a global village due to TV and it is promoting capitalism. TV is more fascinating and absorbing medium which have good effects on the lives of Bhutan but there is a dark side too which is disturbing cultural values of people. Those who watch television for a long time, they reform the ideology and adopt a global culture (McDonalds, 2010). Dramas are aimed at highlighting various social issues and cultural aspects of the society with dramatized and colorful presentation of the reality. Therefore, the audience is greatly attracted, entertained and influenced by the contents of television dramas in whatever the phase of effects of television either direct or limited effects era of media. Anitha (2014) studied the impact of socioeconomic impact of soap operas on homemakers in Andhra Pradesh, India. The aim of the study was to evaluate the content and form of Telugu soap operas with respect to socioeconomic and cultural impact on audience perception. The study concluded that viewers are greatly attracted by soap operas for their luxurious lifestyles, heavy jewellery, expensive dresses, enchanting locations and costly celebrated functions and festivals. On the other hand, the audience agreed that Telugu soaps are presenting more negative content as compared to positive. Family matters, love, affection, jealousy, revenge and other social crimes like rape and murder, etc. are central characteristics of these serials. These soaps portray fake and fiction stories showing women characters in stereotype role. The most common theme of many soap operas is based on the relationship of mother in-law and daughter in-law, husband- wife and conflicts of home life. These negative and unrealistic representations of characters leave a negative impact on society as many people tend to practice these ideas of hypocrisy and negativity in their real lives. Jensen (2009) explored that due to accessibility of television and cable, it decreases women, violence, need of boys and fertility but increase the decision power of women.

Mass media content influence viewers perception, but have no effect on the behaviour. Advancement in the field of mass media, TV influences the people of Bhutan and has positive effects on their lives (Lahmo & Oyama, 2015). The role of mass media cannot be neglected while examining the fashion involvement by the people. Fashion is not confined to adopting the latest dressing patterns and brands blindly, but a number of psychological and social factors are involved in selecting and carrying out a fashion. In the era of 1980s & 1990s, word post-socialism used in debates linked to globalization (Liu, 2004; N. Wang, 1993). Young people are particularly striving to seek advanced and unique fashion patterns. There are various demographic factors that influence the selecting of fashion including media exposure,

(Page 49 of 133) lifestyle, status, social comparison, self-identification, and others. Advancement in the field of commercialism in China has given trademark and lavish merchandise a cherished position as the sign of accomplishment and the most noticeable position in public social networking (Hui, Zhou, Han, & Kim, 2003; Wang & Lin, 2009; Wei & Pan, 1999; Zhou & Hui, 2003).

Most common manifestations of fashion are brands, designer wear, cosmetic products etc. to look attractive, respected and rich in social institutions. Sun (2017) conducted a study to understand the relationship between media exposure, lifestyle, social comparison and fashion involvement by the young people of China. TV channels are considered main sources of fashion awareness where celebrities are promoting the latest and branded clothing designs. Fashion involvement was measured in relation to lifestyle, social status, media exposure and social comparison. The results demonstrated that females are more concerned about the latest fashion trends as compare to male respondents; however there was no significant distinction in selection of fashion media. Other factors such as age, marital status, and income or education level were not linked with media exposure. The findings also revealed that lifestyle was the strongest predictor of fashion involvement, followed by the media exposure where fashion websites are a more influential source as compared to magazines and any other medium.

In view of the above studies, it is concluded that different researchers have conceptualized viewers in diverse manners, dazzling different conceptual aspects of television and its effects on culture. Thus, they have opened important research areas for future research. In the light of literature, the researcher chose personal search variables. The purpose of this study was to address detailed subject, such as effects of TV drama on the living style, effects of the morning shows on the dressing and fashion adoption, behaviour, to check eating habits, party and celebrations and luxurious lifestyle of Pakistani people. The new media environment, along with dish and cable TV facility provides a good context for exploring these issues. Pakistani society is culturally very rich and strong having its own norms and values on the rest of the world. By reviewing the available literature, the researcher noted that many researchers have done extensive research on the TV watching behaviour and effects of TV viewing on people. In Pakistan, “Promoting an elite culture by Pakistani TV channels” is a newer study, as most of the researchers conduct studies of TV effects on language, fashion, lifestyle etc. but it is different from the rest of the studies. Hence, it contributes to the existing literature.

(Page 50 of 133) CHAPTER-03

THEORETICAL FRAMEWORK

In the current study “Promoting Elite Culture by Pakistani TV Channels”, the researcher wants to find out how media converts the minds of viewers and how TV channels promote an elite culture in Pakistan. In the age of globalization, latest technology becomes a common thing and used widely all over the world. People of Pakistan watch local and foreign TV channels through dish TV or cable networks. Every society is divided into different classes and each class has sub-classes which practices their own culture. In the past, watching TV was associated with elite class, but now with the advancement of technology and cheap rates of cable network, it is not just restricted to the upper class of Pakistan. Viewers of the lower class also own TV sets and cable connections in their homes and TV become a very important part of lives. This study aims to investigate the ways; TV channels of Pakistan are promoting elite culture in the society.

“Explanations and predictions of social phenomena…. relating the subject of interest…… to some other phenomena” Kenneth Bailey (1982, P.39). The key reason of the investigation is to examine the effects of content shown by TV channels on the behaviour of Pakistani people and analyse these effects on the base of observation and information presented by theories. To see the effects of television programs on the behaviour of people, which can be minute, extensive, direct or indirect, researcher used “Cultivation Theory” to as theoretical framework. Individuals in a society, learn many things from other catchy look and from media due to attractive visuals related to their life. Researcher also used “Social Learning Theory”. “Theories……. Are set of statements asserting a relationship among classes of variable” Bowers and Courtright (1984, P.13).

The world has become a global village and it is difficult for a person to live without any technical device like TV, Radio and Social Media. The central part of the research is to determine the kinds of programs telecast on Pakistan TV channels which promote an elite culture in Pakistan. A great number of people in Pakistan are mostly illiterate and watch Pakistani TV channels in their leisure time to spend quality time. Some theorists are of the view that habit of watching TV creates limited effects and according to some theorists, these effects are unlimited. After that, it was suggested by theorists that effects of TV contents on the behaviours of viewers can vary from limited to unlimited. It is, therefore, needed that these effects should be studied to investigate the media and its effects from different angles, levels of classes in society, and quantitative and qualitative. The findings of this kind of study (Page 51 of 133) showed different results because of social differences among the societies studied under this research (Baran, 2010). Pakistan Television was the first government-owned TV station, which broadcasts its transmission in 1964. President Musharraf came into power in 2000 and by understanding the challenges of the modern era, regularized the media industry beneath the umbrella of the Pakistan Electronic Media Regulatory Authority (PEMRA) and issues permit to private news & entertainment channels and brought about a flourishing media market in Pakistan. In the current scenario TV channels have become a strong pillar of the state and a good source of information for people. High exposure to the entertainment TV channels in Pakistan has brought a drastic alteration in the societal and living style of people. 3.1 Cultivation Theory

In the age of global village, media channels provide news from various perspectives to the people living in different countries of the world. Television and other mediums are presenting and inculcating verbal & visual messages at mass level in the minds of their viewers. Media is an influential tool, which strengthens the information in the minds of people by repeating the content. Viewers use these media messages for socialization and cultivation of behaviours from micro to macro level. They believe that content presented on TV channels is real, and they create their own world of imagination. Cultivation theory is developed by George Gerbner along with his colleagues (Gerbner, Gross, Morgan and Signorielli, 1980) to investigate human observation, behaviour and ethics. This theory states that TV is an essential cultural arm of US civilization. TV provides news to the public, behave like a member and tell stories all the time (p. 14). 3.1.1: Model

Figure 3.1.1: Model

Source: Hawkins and Pingree, 1983

(Page 52 of 133) These days, cultivation theory and research has become a major arena in which questions about the “effects” of television are debated. Cultivation analysis is used in survey method to study the effects of watching TV and other variables remain constant (Gerbner, Gross, Signorielli; 1994). Many researchers have been done to explore, enhance, questions, critique, dismiss or defend the conceptual procedure of cultivation analysis (Hawkins and Pingree, 1983; Potter, 1993; Signorielli and Morgan, 1990).

There are various situations in which Cultivation analysis can be used. It is used not only to measure changed voter behaviour due to political campaigns or news, but also to study children's aggressive behaviour after watching violent programs, youngsters corrupt behaviour due to sex oriented programs, the minds of people who left their love, and change in the style of their behaviour. It is about the analysis of sustained, constant, rhythmic, persistent and nearly unpreventable patterns of images and ideologies that TV provides like dramatic and fictional entertainment (Shanahan and Jones, 1999).

George Gerbner tells that television is not a mirror or a reflection of the world, but it is a complete universe which has its own identity. Cultivation theory paints that Television at large is essential medium, which is responsible for and structuring the social reality. With the passage of time, ingesting and viewing of Television form, refine the thinking of reality and create its own world view. So, this theory has a ritual which talks about the effects (McQuail, 1993).

George Gerbner was the first theorist who studied the effects of TV viewing on the audience and found out that heavy viewing of imaginary TV content leads to the creation of reality on the basis of those images (Pierce, 2007). He examined that people’s mind is cultivated after watching television. People think, according to the programs they watch on TV. He stated that media cultivates the attitude & value of the existing societies. Garner clarifies that objective of the study was not related to “information, learning, influence, like or with the instant effects of communication. This theory proposes that people who have high exposure of television are called heavy viewers and this viewing constructs peoples an image of the world in their minds (Signorielli, 1990).

Television sets are the essential element of any society or home and it is a common commodity for the family members. Gerbner, along with his colleagues says television viewing divided into two types; Heavy viewer and Light viewer (Gerbner, Gross, Morgan and Signorielli: 1994). Researchers found out that there were many views of Heavy & Light

(Page 53 of 133) exposure about TV in the presence of other variables like age, education, information and sex (Gerbner and Gross, 1976).

Hirsch (1980) criticized this theory, arguing that if any individual is able to control the diverse variables at an identical time, the effect endorsed to television becomes very small. Gerbner and his colleagues revise cultivation theory in the light of Hirsch arguments (Gerbner et al., 1980) and added two supplementary concepts; Mainstreaming and Resonance. These concepts suggested that heavy TV viewing has diverse outcomes for diverse social groups.

George Gerbner developed and controlled essential parts of the theory. One of the most controversial elements of the theory was the focus on heavy users of television, with no regard to the specific programs that individuals viewed. Cultivation, critics claimed, that the theory ignored the need to classify heavy viewers of particular programs like the news, , and so on. Potter (1993), disagrees that cultivation’s conceptualization of exposure to television is too global. Many researchers have pointed out the view that this theory does not have scope of broad application unless it is revised to accommodate more specific measures of exposure (Kahlor, Gorham, and Gilhgan, 1999), and there is current research based on cultivation theory to support this contention (Sotirovic, 2001; Segrin and Nabi, 2002).

During the era of 70s & 80s, Gerbner worked on the effects of violent content presented on TV on the behaviour of viewers. The hypothesis of cultivation is supported throughout, though the strength of the findings and the quality of the research vary greatly.

Advancement in the technology and innovation of new ideas in the field of media has been introduced by media organizations which lead to new horizons of entertainment. News channels are the biggest source of information; along with news people want entertainment for the relaxation of mind. In Pakistan, entertainment channels are playing a vital role and providing a vast range of drama, morning shows and fashion shows for the viewers. The entertainment industry is one of the strongest and most influential opinion builders in the current era. Majority of people watch television and it becomes a common commodity among family members. In the 1970s and 1980s, Gerbner concluded that cultivation theory explained that the TV is diverting and cultivating the minds of people.

Gerbner & Gross stated that Electronic media (TV) were a medium for most of the people to socialize their life and to draw notice to three units as institution, message, and public (Morgan, Michael & Shanhan: 2010) whereas Zaharopoulos (2001) said that Cultivation

(Page 54 of 133) theory tells that how television creates a superstitious environment in the minds of people and broadcast programs that divert the concepts of people about social life. Cultivation theory states that those people, who watch more television, think, according to program watched on TV and consider it as a reality.

Cultivation philosophers are famous for their research on TV and its viewing keeping in mind the crisis of violence. Several researches have examined external factors of medium and have addressed issues like masculinity function, age cluster, racial set and political attitude. People who have greater exposure of Soap Opera are more frequent to overestimate the figure of wedded or divorced persons and the figure of women who have aborted as compared to those how has less exposure (Dominick 1990, p. 512).

Cultivation research sees the medium as a social factor and control element showed that viewers really believe in the TV version that they look more than that. Gerbner along with contemporaries said the TV series had a simple but significant impact on the behaviours, viewpoint and perception about the social world. The focal point is on "heavy observers". Those who spend more time on television are more subjective by the fact that the globe is based on television, which people at least see, especially with topics that do not directly see the audience. Light viewers can enjoy more information sources than the most enthusiastic viewers. Evra said that youngsters who have less experience and watch television may depends upon TV to collect information (Evra 1990, p.167), whereas Hawkins and Pingree have a point of view that a few children’s minds cannot accept cultivation effect due to less experience and understanding of objectives and punishment (cited by Evra, ibid.). TV programs can cultivates more minds of those who watch TV alone than those who watch in a group (Evra 1990, p. 171).

Pingree and Hawkins argue that errors in the type of content are more useful than a general idea as viewers are selective. Particularly, content-based procedures would explain strapping relationship in cultivation analysis (Condry 1989, p. 128).

Condry (1989, p. 139) emphasizes that people generally do not use viewers on TV for "social comparison". We are not hindered by the contrast between the appearance and life of people on television and their way of life. If we did that, the most frequent spectators would be more worried regarding their look, fitness and weight because the TV actors and the actress are generally juvenile, skinny and gorgeous. But heavy spectators care less regarding their fitness and their mass. Researcher finds the cultivation effects within the USA but least outside. Wober (1978, p.130) states that there is no proof of heavy screening and fear in Britain. It

(Page 55 of 133) may be due to less violent content on British TV as compared to American TV. Condry proposed that there may be a serious stage in the alteration of TV content of social reality before it is imitated in the thoughts of audience or it may be that Britain has a more mixed media traditions.

The process of cultivation is affected by many reasons. Almost in all societies, there is a class who follow popular culture and the persons belongs to subclass has different cultural standards, custom and attitude. Values of culture, societal and political diversity will reduce as viewers will see what they see on television which is called main streaming and viewers, followed by the idea and attitudes show on TV has resemblance with others who watch the same content, whereas Resonance describe as an individual knowledge, experience of real life and the real life shown on TV cultivates the ideas of viewers. Resonating effects differ from person to person according to their own cognition (Gerbner, 1998).

Many researchers used cultivation theory to analyse the impact of TV content rather than violence and crime. Cultivation theory has been used in assessment of viewers acuity of wealth, divorce, and working women (Potter, 1991); taking sexual stereotypes (Ward and Friedman, 2006); materialism (Reimer and Rosengren, 1990); values (Potter, 1990); mental health (Diefenbach and West, 2007); political participation (Besley, 2006); feelings of alienation (Signorielli, 1990); environmental concern (Shanahan, Morgan, and Stenbjerre, 1997); work (Signorielli and Kahlenberg, 2001); perceptions of welfare (Sotirovic, 2001); and marital expectations (Segrin and Nabi, 2002). Cultivation theory based on different assumptions was supported by findings and quality research work. Gerbner identified 3 Bs of television due to steady results:

• TV blurs public customary characteristics. • TV blends public realism in TV world. • TV has bent this ordinary world into the favor of the institution and guarantor.

Three stages are as a result of combination of facts, composition, and folding. He started with signs of aggression and said that prime time TV programs were rich in aggression than anyone (Baran, 2010).

Current study “Promoting Elite Culture by Pakistani TV channels” tries to investigate that how media are cultivating the minds of the Pakistani people and portraying the elite culture of the rest of the society. Find out which programs, cultivating the attitude, beliefs and values of people and how promoting elite culture.

(Page 56 of 133) 3.2 Social Learning Theory

Social learning theory aims that we learn from observation, with the interaction of others in a specific social environment and through modelling. People observed others behaviour and attitude and try to adopt, digest and copy that behaviours who have positive or have some benefits (Bandura, 1977). Bandura said people, perceive repeated behaviour and response as real, different and practical. This theory is directly related to the social context of the society and is a bridge between behaviour and cognition.

Albert Bandura (1977) has the same opinion with the behaviourist learning theories of classical conditioning and operant conditioning. However, he inserts two significant facts: • Mediating processes occur between stimuli & responses. • Behaviour is learned from the environment through the process of observational learning.

Persons that observed by others are called models. Children’s are the major part of any society and they spend their life with many models that have strong influence on their life like parents, Television characters, friends and teachers. These models give an example of behaviour to watch and copy, e.g., male and female, pro and anti-social, etc. kids observe many people who were behaving as models and fix it in their mind. At any other time they copy that observed behaviour. Children may adopt it in spite of whether the behaviour is ‘gender appropriate’ or not (McLeod, S. A., 2016).

Bandura (1977) states: “Learning would be exceptionally arduous, not to state risky, if people only depend upon the effects of their own action. Luckily, people learn from others through observation of modelling, how they walk, from their wearing style, eating habits, etc.; later they adopt coded behaviours according to their society.” (p22). This theory clarifies the behaviour of people in terms of constant interference among cognition, behaviour, and environment influence. Social learning theory has four distinct features; • Attention; Includes models incident and attitudes observation • Retention; Includes representative coding and cognition • Motor Reproduction; Includes substantial aptitude, self-observation of reproduction, feedback • Motivation; Includes peripheral, sensing and self-reinforcement

Bandura’s improve the theory due to interpretation of behaviour provided by Miller & Dollard (1941). This theory becomes more important from the learning and development point of view. It has strong and deep roots in learning and it links the behaviour, learning and (Page 57 of 133) cognitive learning theory because of concentration, memory, and enthusiasm (Muro & Jeffery, 2008). According to Bandura, this theory, not directly hit the learning process in all areas and people learn the latest information and behaviour to observe others, that’s why he added a social element in this theory. People learn through observation, intimation, and modelling which remains the same in the whole life. Learning through observation, experience to new allusion and model who control assets can take place at any stage which is always possible (Newman & P.R, 2007). Social learning theory said that people learning through observation cannot change the behaviour, whereas most of the behaviourist has a view that learning can change the behaviour on the permanent basis. So, it is not necessary that learning may show in the routine work (Bandura, 1965).

Learning possibly can or cannot change the behaviour (Bandura, 2006b). The social life of people can be influenced by peers, friends and due to other circumstances like surroundings. Involvement and knowledge are significant factors that shape the intimation of youth observed through the atmosphere which is limited. Television and other mediums played a vital role to bring the outer world into the homes and mass media also affects the social life of people. DeFleur and Sandra (1989) said regardless universal in nature, social learning theory significantly study the mass communication impacts because explanation and description of community life is a major theme in the content of media. TV advertisements are the best example of the social learning condition. Advertisements advocate that wearing specific clothing brand or use a specific perfume will create charming personality and get the appreciation of the gorgeous public. Most of the persons follow those interest and inspiration which used by models in any advertisement and buy that product.

In the current study, the researcher intended to find out that whether elite class is promoting their culture among viewers. When people watch TV dramas and morning shows most of the time, they tried to adopt these styles shown in them and cultivate their minds (Potter, 1991; Potter, 1990; Reimer and Rosengren, 1990; Signorielli, 1990; & Sotirovic, 2001) and viewers adopt cultural values and beliefs through observation (Bandura, 1977; Muro & Jeffery, 2008; & Newman & P.R, 2007). Thus, “Cultivation Theory” and “Social Learning Theory” work as theoretical framework for the current study. Put it this way, the present study shows that when viewers watch dramas and morning shows, they mould their minds according to the programs. It is a fact that electronic media is more influential medium among people which is cultivating the cultural values of Pakistani society and significantly people try to adopt the living style, luxurious home, dressing, home decor, hoteling, parties and used luxury cars as shown in these programs. Hence, this study show’s that media is directly or indirectly cultivating the minds of people. The current study “promoting an elite culture by Pakistani TV channels” in (Page 58 of 133) the light of social learning theory creates a hypothesis that TV drama and morning shows are changing the behaviour of people. Drama and morning shows behave like models and viewers adopt their style, latest fashion shown in them. People observe the content presented in TV drama and morning shows, follow it and adopt the modelling style in their daily life. The researcher tried to find out in this study, how media promoting elite culture in Pakistani society. We know the fact that radio and TV playing an important element in the formation of the viewer’s perception. In the era of globalization and media dominant society, people’s thinking about culture is developed on the basis of the latest media technologies & TV content. Hence, TV channels are affecting the political, social and cultural behaviour of the people. Pakistani society is an amalgam of different cultures and media is a powerful tool who is disseminating the news and entertainment programs. Government-owned TV channels and print media was the past, but in the current era media in the form of entertainment channels became a family member of Pakistani society.

(Page 59 of 133) CHAPTER-04

METHODOLOGY

Pakistan is a developing country which is progressing day by day with the advancement of technology. Media industry is rapidly growing and launching news TV channels. Rapid increase of private TV channels broke the hegemony of government TV channel. Hence, the purpose of the present study is to determine and observes the behaviour of the people towards television channels.

The universe of the study is 600 respondents and researcher selected 300 males and 300 females from Lahore, Gujrat and Islamabad. Furthermore, the researcher divided 100 males and 100 female from each city. The researcher used quantitative method (survey) to collect data by using questionnaires. Researcher also used qualitative method and conduct interviews of media academician and media professionals to get answers of the objectives. 4.1 Research

Research is an action that involves finding out, in a more or less systematic way, things you did not know” (Walliman and Walliman, 2011, p. 7). “Methodology is the philosophical framework within which the research is conducted or the foundation upon which the research is based” (Brown, 2006). 4.1.1 Research Design

The research design is a systematic way which depends upon the method of the research. In the research design, the researcher tries to construct the variables and their relation (Catherine, 2000). The researcher used mixed method design in this study. A method to gather, examine and combine qualitative and quantitative process, in which a single or multiple studies to understand a research problem called, mixed method research design (Creswell & Clark, 2011). The study attempts to find out how TV channels are changing the cultural values and traditions of Pakistani Society. 4.1.2 Types of Mixed Method Design

There are three types of mixed method research design used in the research process. Each model can differentiate from the other due to uppercase and lowercase letter (Creswell 2012). A model with an uppercase letter has more weight than lowercase whereas both models have uppercase letters are equal in weight.

1. The QUAL-Quan Model 2. The QUAN-Qual Model (Page 60 of 133) 3. The QUAN-QUAL Model • QUAL-Quan Model is a method in which firstly qualitative data is collected and then quantitative data. Qualitative data are heavy in weight as compared to quantitative data. • QUAN-Qual Model is a method in which quantitative data are collected in a first phase and then qualitative data are collected. In this process data of quantitative method has weight, then qualitative method. • QUAN-QUAL Model is a method in which both quantitative and qualitative methods have equal weight. It is also known as triangulation mixed method design.

In this research method QUAN-Qual model is used to collect data. In this method, firstly the researcher designed hypothesis, then collect quantitative data and analyses. In the second phase, quantitative data findings determine the type of data collected in the qualitative method. The researcher will analyse and interpret qualitative data to explain quantitative findings. 4.1.3 The Convergent Parallel Design

This is a mixed method in which researcher applies quantitative and qualitative method. To increase the validity of the social research process, a single way in social science was introduced in the 1980s. The specific design allows researchers to visualize every experience through numerous perceptions (Tashakkori and Teddlie 2000). In combining technique research, researcher use qualitative & quantitative method and apply it to obtain a clear image of the event under observation. 4.2 Variables of the Study The research has both independent and dependent variables. 4.2.1 Independent Variable Exposure to Pakistani TV channels are an independent variable of the research. Pakistani TV drama and morning shows are also independent variables of the study. 4.2.2 Dependent Variable Elite culture promotion is a dependent variable. 4.3 Quantitative Method

The quantitative research method was used in the first phase. Purpose of quantitative method is to investigate, how people perceive Pakistani drama and morning shows content for the shaping of cultural values and norms of the society. It also digs out how these dramas and morning shows are altering the way of life of people. The researcher chooses prime time (Page 61 of 133) dramas and morning shows broadcast on Hum TV, GEO entertainment and ARY digital from July 2017 to June 2018 and designed questionnaire to conduct survey. 4.3.1 Survey

The survey method is a systematic collection of data, which can then be used for collecting descriptive information, making a comparison between groups of people, explaining the relationship between variables (Bertrend & Hughes, 2005, p. 89). The survey is a method to collect data, information by the mean of the oral or written questionnaire. The survey is simply a method of collecting information from target audience individually or to know the actions or opinions of a large group of people to apply to the whole population.

The researcher used a survey method to collect data about elite culture promotion by Pakistani TV channels so that an appropriate examination could be made by judging their live. This method provided information regarding people behaviour on a quantitative level. 4.3.2 Population

“Population is a group or class of subjects, variables, concepts or phenomena (Wimmer & Dominick, 1993).” Keeping in mind the aims and objectives of research, people from three major cities Lahore, Gujrat, and Islamabad were selected randomly to collect data. The researcher collects statistics from students, households and working persons from both male and female to convene the aims of the research. 4.3.3 Sample Size

The sample size is essential phase of the study, the whole research is stand on the statistics gathered from the sample and generalized on the whole society. Researcher selected 600 male and female students, working and household people from three cities. Gay (2009) said that “if population size increases from 5000, then sample size 400 or 500 is enough.” In this study researcher distributed a questionnaire to 100 male and 100 female in each city to collect data to minimize error. Keeping in mind time and available funds, the researcher collected data from 600 people. 4.3.4 Sampling Technique

Forms of non-probability sampling in which decisions are concerning, the individuals to be included in the sample are taken by the researcher (victor, 2006). Purposive sampling technique is also called judgment sampling, a non-random technique which is the deliberate choice of information due to the qualities the informant possesses. The researchers decide what needs to be known and sets out to find people who can be and are willing to provide information by virtue of knowledge or experience (Bernard, 2002; Lewis & Sheppard, 2006).

(Page 62 of 133) The purpose of the study was to investigate how to promote an elite culture by Pakistani TV channels in three districts Lahore, Gujrat and Islamabad. Lahore is a metropolitan city of and a business hub of Punjab. It contains five thesils which are Shalimar, Raiwind, Model town, Lahore city and Lahore cantt. Gujrat is also a big city which contains four thesils (Gujrat, Kharian, Lalamusa and Jalal pur Jattan). Islamabad is a capital city of Pakistan, which has only one tehsil Islamabad was the residents of the research. Judgmental of purposive sampling method was use to choose the sample. This technique was found most appropriate to fulfil the purpose because people having lack of awareness may provide less valid and reliable data. Hence, minimum education as a requirement to respondents was metric. People with less than matriculation are considered least aware of the issue being discussed. The total sample size was 600. There were two strata in the sample based on gender. Hence, 300 males and 300 females were selected through judgmental sampling from the three districts Lahore, Gujrat and Islamabad. 4.4 Tool of Data Collection In the current study, researcher designed questionnaire for data collection because was a good way to get respondents response of selected cities. 4.4.1 Validity and Reliability Test

Reliability and validity test are presented in a research methodology in a very brief but accurate way. Reliability is demoted to the constancy of results, whereas validity is signified the honesty of results (Altheide & Johnson, 1994). Brief measurement of reliability and validity engage a judgment of methodology used for data collection (Saunders et al., 2009). Such measurements provide good relationship to interpret findings in research (Cook & Beckman, 2006). These tools are very important in modern research to increase accuracy of the measurement and appraisal (Tavakol & Dennick, 2011). It is very difficult to measure errors without considering reliability and validity for better research findings (Forza, 2002). 4.4.2 Validation of Research Tools 4.4.2.1 Instrument Validation

Two questionnaires for personal and professional factors were used for data collection. Personal questionnaire has twenty five items measured at five point Likert type scale. Professional questionnaire comprised on five items. The questionnaires were reviewed by supervisor and experts to measure the content validity of questionnaires. Different experts from other campuses suggest useful amendments according to the need of the study.

(Page 63 of 133) 4.4.2.2 Instrument Reliability

Twenty five student of University of Gujrat, Gujrat were administered questionnaire to find out the Cronbach Alpha reliability of the instruments. The reliability of the items was above 0.90 for each item. Therefore, it was suggested by supervisor to proceed with the instrument and collect all data from respondents. 4.5 Qualitative Method

In this study, the researcher used a qualitative approach to find out how elite culture through Pakistani TV channels is changing the cultural values and living standards of Pakistani society. The purpose of the qualitative study is to balance the quantitative results and get the first-hand knowledge. The qualitative approach would facilitate the researcher to investigate the study by interviewing media educationist and media professionals. 4.5.1 Sampling Technique

The main purpose of the qualitative approach was to investigate or deeply understand the current study. The researcher used personal interviews or one on one interview technique to get a personal opinion of media educationist and media professionals about the research topic. In the current study, the researcher selects a small portion of people from Pakistani media education and from a media professional industry to conduct in-depth interviews to investigate the current topic.

Neuman (2000: 517) refers to purposive sampling as “a type of non-random sampling in which the researcher uses a wide range of methods to locate all possible cases of highly specific and difficult to reach population.” 4.5.2 Sample Size

The main purpose of the research is to investigate the link between elite culture, TV channels and cultural activities of the society. The researcher used a qualitative approach to get in- detail perceptive of the study. In the current study, the researcher added interviews of Mass Media Professors and Mass Media Professionals like drama writers & Actress. 4.6 Interview Guide

To collect qualitative data for the research study, the researcher designed specific questions for the interviewers with focused objectives. In an interview, discussion inquired by specific questions.

(Page 64 of 133) “A list of specific questions regarding research which is under study is called Interview guide. To get the same data and collect information from different people, interview guide sets the direction for this purpose” (Patton, 1990). 4.7 Data collection process

Data collection in qualitative process is the difficult part of the research. In the interview process the researcher focuses on the main objectives of the study and tries to get answers from interviewees keeping in mind the research questions. The data is analysed through thematic analysis. 4.8 Qualitative analysis plan

Qualitative data analysis is a complicated part as it engages the interpretation of respondent's feelings about the specific topic. That process needs precautions and objectivity from the researcher side to interpret data in the same words as said by academic and media professional. 4.9 Conceptualization

The main term researcher used in his study is defined below: Formal: Television channel

Free encyclopedia defines “Television is a device having a screen which gets audio and video signals and Oxford dictionary defines a channel as “A system used for the distribution of signals. Conceptualization

In this research, the researcher used Three Pakistani National Entertainment channels (Hum TV, ARY Digital, and GEO Entertainment) which are broadcasting drama and morning shows in Pakistan. Formal: Elite Culture

Franklin (2007) define, Elite culture is a High form of culture and organizations having special and unique qualities of contemporary social elites. The elite class term linked with the reputable landed gentry, cultural tastes, business class, sophisticated bureaucrats, politicians and professionals in the 18th, 19th and 20th centuries. People who are involved in these professions mostly inspired and support cultural activities like dance & music companies, symphony orchestras, soap operas. During most of this period, these groups dominated those who inspired and supported cultural styles such as composition, work of art orchestra, dance & jazz business, ornamental & fine art, museum and gallery.

(Page 65 of 133) Conceptualization

The researcher used this term to highlight elite class of Pakistani society like politicians, businessmen, media owners and bureaucracy who are ruling and running business industry, politics, Arts & culture, Theatres, the Music industry and media channels. Formal: Life and Culture

Saif & Syed (1999) said that formal change is “People involved themselves in different actions which were different from their ancestors” whereas Webster’s’ Dictionary (1967) defined life means a living thing which is not dead like humans, animals, and plants. It is different from materialistic things. Every society on the earth has a different and unique culture due to its own characteristics. Pakistani culture is much liable by Indian traditions because of close interaction with it in the subcontinent (Murtaza, 2007). Culture is a broader term interacts with behavioural, verbal communication, societal norm, and principles, practice in a given society by people (Lane and Ersson, 2007).

Pakistani society is a mixture of different people belonging to different culture and religions. They interact with each other and create a social bridge among different cultures for a better life and understanding. In Pakistan, most of the families survive in a combine or joint family unit and spend quality moment with family & colleagues and also discuss problems with them. They share and practice their religious and cultural values in a society. The social life of Pakistani society is very strong, people spare some time from their busy schedule for the friends and other family members, visit their homes, sit to gather and share their happy moments and problems. With the rapid growth of TV channels and advancement of technologies, people watch TV drama, morning show, news and current affairs programs in their daily life. The content shown in drama and morning shows is changing the culture of Pakistan, people like to wear heavy dresses, western dresses, arrange to get to gather at hotels, spend a lot of money on home decoration, beauty products, and try to adopt the latest fashions shown in dramas and morning shows. Such activities bound people to spare time for family and their problems which are affecting the social life and culture of Pakistani society. The researcher tried to find out cultural and social changes taking place in Pakistani society after watching elite culture shown in TV drama and morning shows. Conceptualization

Researcher operationalized different aspects of people’s life. In Pakistani culture, families live together in a single home with separate rooms but the common kitchen. They arrange common get to gather at the same place and enjoy the festival of life. They also set to gather

(Page 66 of 133) at a same place to solve family and social issues in the pasts. They spend most of the time with family members, children in gossips and watch TV. Now, with the advent of TV this joint family system is disturbed; now people love to live in a separate home, don’t have time for family and don’t involve themselves in other family issues. Formal Fashion and Lifestyle

Holt (1997a) defines lifestyle is a shared model of consumption blueprint established on mutual Cultural values that practiced in a given social domain. Dressing style, eating habits, language, enjoyment, education level, professional experience, sense of the responsibilities of a person is also the part of the human lifestyle. In every society, it is a common practice that people follow models that have been working in TV dramas and other programs. Working or elite class introduced new fashions and styles within a society and people follow these trends. Generally, it is observed that people discussed contents shown on TV channels in their daily routine. Most of the time people think about new fashion trends, models outlook and predict what will happen next. The people of Pakistan most of the time wear, Shalwar Kameez in daily life, but with the exposure of western content shown through TV drama and morning shows, they shop western dressing to wear in a routine life. Conceptualization

The researcher investigated changing patterns in the fashion and lifestyle of Pakistani society. With the exposure of more TV content, promotion of elite culture through Pakistani TV channels, people of Pakistani society are adopting western dressing, makeup & hairstyles, fashionable jewellery, heavy dresses in a daily life. The researcher tried to investigate affiliation among television content and people. Formal Culture Practices

Juni (2014) defined culture is a term which means a way of life, how to live and interact with the rest of the people. Some researchers have a view that culture means people belonging to a society have enough education to deal with others and how to spend a quality life within the social spectrum. Culture creates the possibility for the people to survive. Due to the global village and advancement in media technology, culture has been changed in the underdeveloped countries (Tylor, 1920). The culture of every civilization is linked to the vital rudiments of traditions, verbal communication, community customs & ethics, behaviour & faith system which are mainly exercised by the folks of a particular culture (Lane and Ersson: 2007).

(Page 67 of 133) Pakistani society is an amalgam of people belonging to different cultural and religious practices, but the majority of them is associated with local culture and Islamic values. They have their own traditions, dress, female wear Shalwar Kameez with dupatta and males wear, Shalwar Kameez in daily life; eat local foods like serials, vegetables and meat cooked at home. Pakistani society has cultural festivals like marriage and Mehndi functions, folk festivals, puppet show, and festivals at shrines arranged in different months. Conceptualization

In this research, researcher operationalized cultural practices that with the exposure of TV drama and the morning show on Pakistani TV channels, people minds cultivate according to the content shown on TV channels. Drama and morning show content is changing the dressing pattern from Shalwar Kameez to jeans, T-shirt, homemade food to fast food, hoteling and from folk festivals to dance parties along with drugs/alcohol and combine get to gathers of marriage ceremonies.

Researcher used “survey method” to investigate “promoting elite culture by Pakistani TV channels”. For data collection, the researcher collected data from Lahore, Gujrat and Islamabad by filling questionnaire and used SPSS for data analysis. Researcher apply One- Way ANOVA test to check, how TV dramas and morning shows are promoting elite culture in Pakistan. Researcher collects data from 300 males and 300 females of selected cities. Researcher used both quantitative and qualitative methods in this research.

(Page 68 of 133) CHAPTER-05

DATA ANALYSIS

This chapter consists of two portions in which data is analysed both quantitatively and qualitatively. The first portion is the analyses of quantitative results collected through survey method from 600 males and females from Lahore, Gujrat and Islamabad. In portion one, researchers applied One-Way ANOVA test in qualitative analysis and got results to verify hypotheses and research questions. The second portion is the analysis of qualitative results collected from two media academician and two media professional through the interview. Researcher coded the words of academicians and professionals from their interviews and relates them with the hypothesis and research questions.

Data analysis is a set of apparatus & method that is applied to tell, categorize, and interpret statistics. Here are two methods which used to collect data, Quantitative & Qualitative method. Descriptive analysis is utilized to organize and described the qualities of a collection of data. It represents the demographic data of any study which comprises on age, education, city, profession, marital status, etc. whereas, inferential analysis is used to make inferences from a smaller group of data to a possible larger one (Salkind, 2011).

In social science, quantitative research intends to investigate the temperament of theories practicing in the world in general which based on samples taken from the world. In the current study “Promoting an elite culture by Pakistani TV channels” aims to investigate the outcomes of television channels on the cultural norms of people. It is not possible to study all people, but we can choose a small proportion (sample) of the population and then again generalize it to the population. Inferential statistics are the arithmetic and judgmental approach of how this generalization from sample to population can be made.

Sample data have been analysed independently to inspect all assumptions. Researcher intends to investigate the outcomes of television programs on the cultural values of viewers, so One- Way ANOVA test is used to check the variables. The One-Way ANOVA analysis is applied to check that whether there is any statistical significant difference between the means of three or more independent variables. ANOVA can also transfer to more than one Level of Independent Variable. Its main function is to evaluate the difference of means among more than two groups by checking the variations among data and the place where those variations occur. We use a formula of ANOVA to test the variables.

MSE = Mean sum of squares due to error. n = the total number of samples in a population. (Page 69 of 133) The researcher used post-HOC analysis to check the effect of known investigations data. This test is applied to check where the difference occurs between groups, when it shows a full picture of statistically significant difference in group mean. In post HOC, he used Tukey values to further narrow down the differences between variables. Tukey values test combine differences, whereas controlling the probability of making one or more type errors.

One way ANOVA analysis is applied to check the dissimilarity between two or more than two means in a general way in spite of specific. All dependant variables were operationalized into set factor and researcher used 5-point Likert scale to design the questionnaire.

(Page 70 of 133) 5.1: DATA ANALYSIS (QUANTITATIVE)

Part I: Demographic Findings

Table 5.1 Gender wise presentation

frequency % valid % cumulative % Male 300 50.0 50.0 50.0 Female 300 50.0 50.0 100.0 Total 600 50.0 100.0

Table 5.1 shows that the researcher selects 600 respondents for the survey. 300 males and 300 females submitted their response about promoting an elite culture by Pakistani TV channels. The researcher selects six hundred (600) respondents from three cities, one hundred (100) male and one hundred (100) female from each city for the quantitative analysis. He used purposive method for the data collection.

(Page 71 of 133) Table 5.2 Age wise presentation

frequency % valid % cumulative % 18-30 367 61.2 61.2 61.2 31-45 153 25.5 25.5 86.7 46-60 80 13.3 13.3 100.0

Total 600 100.0 100.0

Table 5.2 shows that researcher categorizes respondents into different age groups. The first group consists of 18-30; the second belongs to the age of 31-45 and third was 46-60. The table shows that 367 (61.2%) respondents from 18-30 ages gave a response, 153 (25.5%) respondents from age 31-45 and 60 (13.3%) respondents from 46-60 ages participated in the survey and submit their response about elite culture promotion through Pakistani TV channels. With respect to the age, most of the respondents are between the ages of 18-30 years. Cumulative percentage means that the final percentage must be equal to a hundred (100%). In cumulative percentage the percentage of proceeding percentage is added and final result attained. Furthermore, it helps to scan the data and find the missing values. In this table 5.2, the cumulative percentage is given. The first percentage is 61.2% and by adding the preceding percentage 25.5% and cumulative percentage is 86.7%. Findings show that three hundred and sixty seven (370) respondents from the age of eighteen to thirty years participated in the survey method and one hundred and fifty three (153) belongs to age thirty one to forty five whereas eighty (80) respondents from the age of forty six to sixty. The results show that respondents with the age of eighteen to thirty actively participated in the survey.

(Page 72 of 133) Table 5.3 City wise presentation

frequency % valid % cumulative % Lahore 200 33.3 33.3 33.3 Islamabad 200 33.3 33.3 66.7 Gujrat 200 33.3 33.3 100.0

Total 600 100.0 100.0

Table 5.3 shows that a current study chooses three cities of Pakistan for data collection. Researcher filled questionnaire from people of Lahore, Islamabad, and Gujrat to conduct the study. He selected 200 males and females from each city as a respondent. With respect to the city, equal respondents are selected. Cumulative percentage means that the final percentage must be equal to a hundred (100%). In cumulative percentage the percentage of proceeding percentage is added and final result attained. Furthermore, it helps to scan the data and find the missing values. In this table 5.3, the cumulative percentage is given. The first percentage is 33.3% and by adding the preceding percentage 33.3% and cumulative percentage is 66.7%. The researcher selects two big cities of Punjab, where most of the population belongs to different cities of Pakistan and even from different countries. Lahore is a metropolitan city of Pakistan and is a business hub of province Punjab. Different religious communities reside in Lahore and follow their own cultural norms. Gujrat is also an industrial city and the majority of the people settled in Europe. They are also following Pakistani as well as foreign culture. The researcher also selects Islamabad for data collection, which is a capital of Pakistan. People from all over the world are settled there and following their own culture and religion.

(Page 73 of 133) Table 5.4 Education wise presentation

frequency % valid % Cumulative % Metric 65 10.8 10.8 10.8 Intermediate 268 44.7 44.7 55.5 BA/MA 226 37.7 37.7 93.2

M.Phil & above 41 6.8 6.8 100.0

Total 600 100.0 100.0

Table 5.4 shows that the researcher divided respondent’s education wise for better results. He divided people into four categories, first belongs to metric, the second belongs to intermediate, third belongs to the BA / MA and the fourth category belongs to M. Phil & above qualification. Results show that 65 (10.8%) respondents have metric qualification, 268 (44.7%) intermediate, 226 (37.7%) BA / MA and 41 (6.8%) have M. Phil & above qualification. Findings show that sixty five (65) respondents have metric education, is two hundred sixty eight (268) have intermediate is a higher value, two hundred twenty six (226) have a BA / MA and forty one (41) have M. Phil & above education. With respect to the education, most of the respondents have intermediate education. Cumulative percentage means that the final percentage must be equal to a hundred (100%). In cumulative percentage the percentage of proceeding percentage is added and final result attained. Furthermore, it helps to scan the data and find the missing values. In this table 5.4, the cumulative percentage is given. The first percentage is 10.8% and by adding the preceding percentage 44.7% and by adding the preceding percentage 37.7% and cumulative percentage is 93.2%. The researcher selects respondents whose minimum education was metric because they have good knowledge about religion and culture. The majority of the respondents have intermediated education, this group belongs to teenagers and they play a very active role in society affairs as well as being very curious to adopt latest fashion and trends.

(Page 74 of 133) Table 5.5 Marital Status wise presentation

frequency % valid % cumulative %

Single 340 56.7 56.7 56.7

Married 212 35.3 35.3 92.0

Widow 16 2.7 2.7 94.7

Divorced 32 5.3 5.3 100.0

Total 600 100.0 100.0

Table 5.5 shows that respondents participated in the survey have a different marital status. 340 (56.7%) respondents are single, 212 (35.3%) are married, 16 (2.7%) are a widow and 32 (5.3%) are divorced who participated in the research process and submit their views about elite culture promotion through Pakistani TV channels. Pakistani society consists of people having different marital status. Findings show that three hundred and forty (340) respondents were single, two hundred and twelve (212), and sixteen (16) was widowed and thirty two (32) was divorced. With respect to the marital status, most of the respondents are single. Cumulative percentage means that the final percentage must be equal to a hundred (100%). In cumulative percentage the percentage of proceeding percentage is added and final result attained. Furthermore, it helps to scan the data and find the missing values. In this table 5.5, the cumulative percentage is given. The first percentage is 56.7% and by adding the preceding percentage 35.3% and by adding the preceding percentage 2.7% and cumulative percentage is 94.7%. Results show that people with single status have deep effects of TV viewing.

(Page 75 of 133) Table 5.6 Profession wise presentation

frequency % valid % cumulative % Working 156 26.0 26.0 26.0 Student 296 49.3 49.3 75.3 Household 148 24.7 24.7 100.0

Total 600 100.0 100.0

Table 5.6 shows that the researcher chooses respondents for data collection who have different professions. 156 (26%) respondents were working in a different organization, 296 (49.3%) were students and 148 (24.7%) were household who record their views about the specific research study. The results of the given table show that one hundred and fifty six (156) respondents belonged to working professionals, two hundred and ninety six (296) were students and one hundred and forty eight were households. With respect to the profession, most of the respondents are students. Cumulative percentage means that the final percentage must be equal to a hundred (100%). In cumulative percentage the percentage of proceeding percentage is added and final result attained. Furthermore, it helps to scan the data and find the missing values. In this table 5.6, the cumulative percentage is given. The first percentage is 26.0% and by adding the preceding percentage 49.3% and cumulative percentage is 75.3%. Students with the age of 18 to 30 years are very energetic and actively participate in the development of the country. In this survey, the majority of the respondents were students who record their views through a questionnaire.

(Page 76 of 133) Part II: Hypothesis Findings

Table 5.7

H1: There is a significant difference among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV dramas

Drama Variable Age Wise ANOVA

Sr. No. Age N Mean SD F Sign. 1 18-30 367 4.01 2.78

2 31-45 153 4.12 2.34 5.15 .006 3 46-60 80 3.95 2.20

Table 5.7 illustrates One Way ANOVA values and statistically approve that significant difference exists (F=5.15), p<.05 among the people having different age groups ranging from 18-30, 31-45 and 46-60 (mean score of 4.01, 4.12 and 3.95 respectively) in terms of promoting elite culture by Pakistani TV dramas. There are three age groups in this study; one age group 18-30 years, two age groups 31-45 years, and third age group 46-60 years. Results show that there is a significant difference with respect to age. The significance is accessed with F statistics and significance value. The F value is 5.15. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value 0.006 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the Pakistani drama, but also with respect to age there is significant difference exists. It is also interpreted that different age groups evaluate and access the elite culture in a different way when they are exposed to drama. It is inferred that with respect to age, there is different exposure of drama.

(Page 77 of 133) Table 5.8 Drama Variable Age Wise Post HOC

Sr No Age Mean Difference Df Sig. 1 18-30 & 31-45 -0.67 0.02 2 18-30 & 46-60 0.37 597 0.49 3 31-45 & 46-60 -1.03 0.01

Table 5.8 presents post HOC test by using Tukey values that there is a considerable dissimilarity (p >.05) between age from 18-30 and 31-45 (mean difference= -0.67) and between age from 31-45 and 46-60 (mean difference= -1.03) but there is an insignificant difference (p<.05) between 18-30 and 46-60 (mean difference= 0.37). Results show that drama has a significant effect on the age of respondents. The researcher selects three age groups and results show that there are statistically significant effects of drama on the age groups as a whole. Tukey values of Post-HOC test used to investigate the dissimilarity between these groups. Table 5.8 shows that drama has a positive effects between the ages of 18-30 and 31-45 (P value= 0.02) and also have the same effects between the ages of 31-45 and 46-60 (P value= 0.01) but there is no positive effects of drama between the ages of 18-30 and 46-60 (P value= 0.49).

(Page 78 of 133) Table 5.9

H2: There is a significant variation among different age groups in terms of their views about whether promoting elite culture by Pakistani TV morning shows

Morning Show Variable Age Wise ANOVA

Sr. No. Age N Mean SD F Sign.

1 18-30 367 3.86 3.07

2 31-45 153 3.64 3.89 9.02 .000 3 46-60 80 3.7 3.01

Table 5.9 presents the effects of the morning shows on the respondents having different ages. By using an ANOVA analysis, results show that there is a considerable dissimilarity (F=9.02), p > .05 among the people having different age groups ranging from 18-30 (mean score= 3.86), 31-45 (mean score= 3.64) and 46-60 (mean score= 3.7) in terms of promoting elite culture by Pakistani TV morning shows. Most of the respondents are in the favour of a hypothesis and it is statistically approved. There are three age groups in this study; one age group 18-30 years, two age groups 31-45 years, and third age group 46-60 years. Results show that there is a significant difference with respect to age. The significance is accessed with F statistics and significance value. The F value is 9.02. The value of F statistics is 2f or significance; where significance values must be below P<0.05. Results show that significance value 0.000 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the morning shows, but also with respect to age there is significant difference exists. It is also interpreted that different age groups evaluate and access the elite culture in a different way when they are exposed to morning shows. It is inferred that with respect to age, there is different exposure of morning shows.

(Page 79 of 133) Table 5.10

Morning Show Variable Age Wise Post HOC

Sr No Age Mean Difference Df Sig. 1 18-30 & 31-45 1.27 .000

2 18-30 & 46-60 0.91 597 .062

3 31-45 & 46-60 -0.35 .715

Table 5.10 presents post HOC by using Tukey values that there is a considerable dissimilarity (p >.05) in age 18-30 and 31-45 (mean difference= 1.27) but there is an insignificant difference (p<.05) between 18-30 and 46-60 (mean difference= 0.91) and between 31-45 and 46-60 (mean difference= -0.35). Findings show that the morning show has a significant effect on the respondents between the age of 18-30 and 31-45. The researcher selects three age groups and results show that there are statistically significant effects of the morning shows on the age groups as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.10 shows that morning show has a positive effects between the ages of 18-30 and 31-45 (P value= 0.000) but have insignificant differences between the ages of 18-30 and 46-60 (P value=.062) and between the ages of 31-45 and 46-60 (P value=.715) in terms of morning shows exposure.

(Page 80 of 133) Table 5.11

H3: There is a significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV channels

Complete Variable Age Wise ANOVA

Sr. No. Age N Mean SD F Sign.

1 18-30 367 3.75 6.89

2 31-45 153 3.77 7.43 7.54 .001 3 46-60 80 3.63 8.29

Table 5.11 shows that there is statistically a significant difference exists (F=7.54), p<.05 among the people having different age groups ranging from 18-30 (mean score= 3.75, SD= 6.89), between age 31-45 (mean score= 3.77, SD= 7.43) and 46-60 (mean score= 3.63, SD= 8.29) in terms of promoting elite culture by Pakistani TV channels. Findings show that TV channels have significant effects on the respondents of different age groups and hypothesis is statistically approved. There are three age groups in this study; one age group 18-30 years, two age groups 31-45 years, and third age group 46-60 years. Results show that there is a significant difference with respect to age. The significance is accessed with F statistics and significance value. The F value is 7.54. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value 0.001 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the Pakistani TV channels, but also with respect to age there is significant difference exists. It is also interpreted that different age groups evaluate and access the elite culture in a different way when they are exposed to Pakistani TV channels. It is inferred that with respect to age, there is different exposure of Pakistani TV channels.

(Page 81 of 133) Table 5.12

Complete Variable Age Wise Post HOC

Sr No Age Mean Difference Df Sig. 1 18-30 & 31-45 -0.41 .820

2 18-30 & 46-60 3.21 597 .001

3 31-45 & 46-60 3.63 .001

Table 5.12 presents the post HOC by using Tukey values that there is an insignificant difference (p<.05) between 18-30 and 31-45 (mean difference= -0.41) and there is a significant difference (p>.05) between 18-30 and 46-60 (mean difference= 3.21) whereas there is also a significant difference (p>.05) between 31-45 and 46-60 (mean difference= 3.63). Findings show that Pakistani TV channels have significant effects on the respondents between the age of 18-30 & 46-60 and 31-45 & 46-60. The researcher selects three age groups and results show that there are statistically significant effects of the morning shows on the age groups as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.12 shows that Pakistani TV channels have insignificant effects between the ages of 18-30 and 31-45 (P value= 0.820) but have significant difference between the ages of 18-30 and 46-60 (P value=.001) and between the ages of 31-45 and 46-60 (P value=.001) in terms of Pakistani TV channel exposure.

(Page 82 of 133) Table 5.13

H4: There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV dramas

Drama Variable Education Wise ANOVA

Sr. No. Education N Mean SD F Sign.

1 Metric 65 3.8 2.82

2 Intermediate 268 4.02 2.79 9.53 .000 3 BA/MA 226 4.09 2.29

4 M.Phil & Above 41 4.16 1.94

Table 5.13 shows that statistically there is a significant difference exists (F=9.53), p<.05 among the respondents of different education levels. Respondents with metric education (mean score = 3.8, SD= 2.82), with intermediate education (mean score = 4.02, SD= 2.79), with BA/MA education (mean score = 4.09, SD= 2.29) and with M.Phil & above (mean score= 4.16, SD= 1.94) in terms of promoting elite culture by Pakistani TV dramas. Findings show that drama has significant effects on the respondents have different education levels and a hypothesis is statistically approved. There are four education levels in this study; one level metric, the second level was Intermediate, third level was a BA / MA and a fourth level was M. Phil & above. Results show that there is a significant difference with respect to education level. The significance is accessed with F statistics and significance value. The F value is 9.53. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value 0.000 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the Pakistani drama, but also with respect to education, there is significant difference exists. It is also interpreted that different education levels evaluate and access the elite culture in a different way when they are exposed to Pakistani dramas. It is inferred that with respect to education levels, there is different exposure of Pakistani drama.

(Page 83 of 133) Table 5.14

Drama Variable Education Wise Post HOC

Sr No Education Mean Difference Df Sig.

1 Metric-Intermediate -1.36 .001

2 Metric-BA/MA -1.80 .000

3 Metric-M.Phil & Above -2.19 596 .000

4 Intermediate-BA/MA -0.43 .240

5 Intermediate-M.Phil & Above -0.82 .226

6 BA/MA-M.Phil & Above -0.38 .812

Table 5.14 shows post HOC test by using Tukey values that there is a considerable dissimilarity (p <.05) between metric & intermediate (mean difference= -1.36), between the education of metric & BA/MA (mean difference= -1.80) and also a significant difference between metric & M.Phil & above (mean difference= -2.19). Findings show that there is an insignificant dissimilarity (p >. 05) between intermediate & BA/MA (mean difference= - 0.43), between intermediate-M. Phil & above (mean difference= -0.82) and also an insignificant difference between education level BA/MA and M. Phil & above (mean difference= -0.38) in terms of promoting elite culture by Pakistani TV drama. Findings show that drama has a significant effect on the respondents of different education levels and hypothesis is statistically approved. The researcher selects four education levels like metric, Intermediate, BA/MA and M.Phil & above and results show that there are statistically significant effects of drama on the education level as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.14 shows that Pakistani dramas have significant effects between the education level of metric-intermediate (P value=.001), matric-BA/MA (P vlue= .000) and also have positive effects on matrix-M. Phil & above (. 000) whereas there is insignificant effects between the education level of intermediate-BA/MA (P value= .240), between intermediate-M.Phil & above (P value= .226) and BA/MA-M.Phil & above (P value= .812) in terms of Pakistani drama exposure of respondents.

(Page 84 of 133) Table 5.15

H5: There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV morning shows

Morning Show Variable Education Wise ANOVA

Sr. Education N Mean SD F Sign. No. 1 Metric 65 3.52 4.64

2 Intermediate 268 3.76 3.31 7.66 .000

3 BA/MA 226 3.86 2.94

4 M.Phil & Above 41 3.91 1.91

Table 5.15 shows the results taken by One-Way ANOVA test which statistically approved that there is a significant difference exists (F=7.66), p<. 05 among the respondents of different education levels. Respondents with metric education (mean score= 3.52, SD= 4.64), with intermediate education (mean score= 3.76, SD= 3.31), with BA/MA education (mean score= 3.86, SD= 2.94) and with M. Phil & above (mean score= 3.91, SD= 1.91) in terms of promoting the elite culture of the Pakistani TV morning show. Findings show that TV morning show has significant effects on the respondents and the hypothesis is statistically approved. There are four education levels in this study; one level metric, the second level was Intermediate, third level was a BA / MA and a fourth level was M. Phil & above. Results show that there is a significant difference with respect to education level. The significance is accessed with F statistics and significance value. The F value is 7.66. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value 0.000 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the Pakistani morning shows, but also with respect to education, there is significant difference exists. It is also interpreted that different education levels evaluate and access the elite culture in a different way when they are exposed to Pakistani morning shows. It is inferred that with respect to education levels, there is different exposure of Pakistani morning shows.

(Page 85 of 133) Table 5.16

Morning Show Variable Education Wise Post HOC

Sr No Education Mean Difference Df Sig. 1 Metric-Intermediate -1.46 .007

2 Metric-BA/MA -2.08 .000

3 Metric-M.Phil & Above -2.36 .002

4 Intermediate-BA/MA -0.61 596 .159

5 Intermediate-M.Phil & Above -0.90 .358

6 BA/MA-M.Phil & Above -0.28 .957

Table 5.16 shows that there is insignificant dissimilarity (p >.05) between metric & intermediate (mean difference= -1.46), between intermediate & BA/MA (mean difference= - 0.61), between intermediate-M. Phil & above (mean difference= -0.90) and between education level BA/MA and M. Phil & above (mean difference= -0.28) but there is a significant difference (p<.05) between the education of metric & BA/MA (mean difference= - 2.08) and between metric & M.Phil & above (mean difference= -2.36) in terms of promoting an elite culture of the Pakistani TV morning show. Findings show that morning show has a significant effect on the respondents have different education level and the hypothesis is statistically approved. The researcher selects four education levels like metric, Intermediate, BA/MA and M.Phil & above and results show that there are statistically significant effects of drama on the education level as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.16 shows that Pakistani morning shows have significant effects between the education level of matric-intermediate (P value= .007), matric-BA/MA (P vlue= .000) and also have positive effects on matric-M.Phil & above (P value= .002) whereas there is insignificant effects between the education level of intermediate-BA/MA (P value= .159), between intermediate-M.Phil & above (P value= .358) and BA/MA-M.Phil & above (P value= .957) in terms of Pakistani morning shows exposure of respondents.

(Page 86 of 133) Table 5.17

H6: There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV channels

Complete Variable Education Wise ANOVA

Sr. No. Education N Mean SD F Sign. 1 Metric 65 3.58 6.65

2 Intermediate 268 3.68 7.72 20.71 .000 3 BA/MA 226 3.83 6.26

4 M.Phil & Above 41 3.87 5.85

Table 5.17 shows that statistically there is a significant difference exists (F=20.71), p<.05 among the respondents of different education levels. Respondents with metric education (mean score= 3.58, SD= 6.65), with intermediate education (mean score= 3.68, SD= 7.72), with BA/MA education (mean score= 3.83, SD= 6.26) and with M.Phil & above (mean score= 3.87, SD= 5.85) in terms of promoting elite culture by Pakistani TV channels. Findings show that TV channels have a significant effect on the respondents belongs to different education levels and the hypothesis is statistically approved. There are four education levels in this study; one level metric, the second level was Intermediate, third level was a BA / MA and a fourth level was M. Phil & above. Results show that there is a significant difference with respect to education level. The significance is accessed with F statistics and significance value. The F value is 20.71. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value 0.000 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the Pakistani TV channels, but also with respect to education, there is significant difference exists. It is also interpreted that different education levels evaluate and access the elite culture in a different way when they are exposed to Pakistani TV channels. It is inferred that with respect to education levels, there is different exposure of Pakistani TV channels.

(Page 87 of 133) Table 5.18

Complete Variable Education Wise Post HOC

Sr No Education Mean Difference Df Sig. 1 Metric-Intermediate -2.55 .041

2 Metric-BA/MA -6.11 .000

3 Metric-M.Phil & Above -7.20 596 .000

4 Intermediate-BA/MA -3.55 .000

5 Intermediate-M.Phil & Above -4.64 .000

6 BA/MA-M.Phil & Above -1.09 .794

Table 5.18 shows the post HOC test by using Tukey values that there is a statistically insignificant dissimilarity (p >. 05) inbetween metric & intermediate (mean difference= -2.55) and between education level BA/MA and M.Phil & above (mean difference= -1.09) but there is a significant difference (p<.05) between the education of metric & BA/MA (mean difference= -6.11), between metric & M.Phil & above (mean difference= -7.20), between intermediate & BA/MA (mean difference= -3.55) and between intermediate-M.Phil & above (mean difference= -4.46) in terms of promoting elite culture by Pakistani TV channels. Findings show that Pakistani TV channels have a significant effect on the respondents. The researcher selects four education levels like metric, Intermediate, BA/MA and M.Phil & above and results show that there are statistically significant effects of Pakistani TV channels on the education level as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.18 shows that Pakistani TV channels have no positive effects between the education level of metric-intermediate (P value=.041) and between BA/MA-M.Phil & above (P value= .794) whereas there is a significant effect on respondents between the metric-BA/MA (P value= .000) and effects on matric-M.Phil & above (P value= .000), intermediate-BA/MA (P value= .000), and between intermediate- M.Phil & above (P value= .000) in terms of Pakistani TV channel exposure of respondents.

(Page 88 of 133) Table 5.19

H7: There is a significant difference among people with different marital status in terms of their views about whether promoting an elite culture by Pakistani TV dramas

Drama Variable Marital Status Wise ANOVA

Sr. No. Marital Status N Mean SD F Sign.

1 Single 340 4.01 2.86

2 Married 212 4.08 2.21 1.53 .20

3 Widow 16 4.07 2.55

4 Divorced 32 4 2.43

Table 5.19 shows that statistically there is an insignificant difference exists (F=1.53), p>. 05 among the respondents of different marital status. Respondents with single status with (mean score= 4.01, SD= 2.86), married (mean score= 4.08, SD= 2.21), widow (mean score= 4.07, SD= 2.55) and divorced (mean score= 4, SD= 2.43) in terms of promoting elite culture by Pakistani TV drama and results disapproved the hypothesis. There are four marital status in this study; single, married, widow and divorced. Results show that there is an insignificant difference with respect to marital status. The significance is accessed with F statistics and significance value. The F value is 1.53. The value of F statistics is insignificance; where significance values must be below P<0.05. Results show that insignificance value 0.20 which is high, there should P value (P<0.05). This insignificant difference depicts that elite culture is not promoted by the Pakistani drama with respect to marital status, there is an insignificant difference exists. It is also interpreted that different marital status evaluates and access the elite culture in a different way when they are exposed to Pakistani drama. It is inferred that with respect to marital status, there are no effects of exposure of Pakistani drama on the respondents.

(Page 89 of 133) Table 5.20

H8: There is a significant difference among people of different marital status in terms of their views about whether promoting an elite culture by Pakistani TV morning shows

Morning Show Variable Marital Status Wise ANOVA

Sr. No. Marital Status N Mean SD F Sign. 1 Single 340 3.85 3.07

2 Married 212 3.67 3.65 4.58 .003

3 Widow 16 3.81 3.89

4 Divorced 32 3.77 2.95

Table 5.20 shows that statistically there is a significant difference exists (F=4.58), p<.05 among the respondents of different marital status. Respondents have single status (mean score= 3.85, SD= 3.07), married (mean score= 3.67, SD= 3.65), widow (mean score= 3.81, SD= 3.89) and divorced (mean score= 3.77, SD= 2.95) in terms of promoting elite culture by Pakistani TV morning show. Findings show that morning show to have a significant effect on the respondents of different marital status and hypothesis is statistically approved. There are four marital status single, married, widow and divorced in this study. Results show that there is a significant difference with respect to marital status. The significance is accessed with F statistics and significance value. The F value is 4.58. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value 0.003 which is below, there should P value (P<0.05). This significant difference depicts that elite culture is not only promoted by the Pakistani TV morning shows, but also with respect to marital status, there is significant difference exists. It is also interpreted that different marital status evaluate and access the elite culture in a different way when they are exposed to Pakistani TV morning shows. It is inferred that with respect to marital status, there is different exposure of Pakistani TV morning shows.

(Page 90 of 133) Table 5.21

Morning Show Variable Marital Status Wise Post HOC

Sr No Marital Status Mean Difference Df Sig. 1 Single-Married 1.07 .001

2 Single-Widow 0.25 .990

3 Single-Divorced 0.47 596 .864

4 Married-Widow -0.81 .778

5 Married-Divorced -0.59 .778

6 Widow-Divorced .021 .996

Table 5.21 shows the post HOC test by using Tukey values that there is a significant difference (p<.05) between single & married (mean difference= 1.07) but there is an insignificant difference (p>.05) between single & widow (mean difference= 0.25), between Single & Divorced (mean difference = 0.47), between Married & Widow (mean difference = - 0.81), between Married & Divorced (mean difference = -0.59) and between Widow & Divorced (mean difference = .021) in terms of promoting elite culture by Pakistani TV morning show. Findings show that morning shows have positive effect on single-married respondents. Researcher selects four marital status levels single, married, widow and divorced in this study. and results show that there are statistically significant effects of Pakistani morning shows on the marital status as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.21 shows that Pakistani morning shows have positive effects between the marital status single-married (P value= .001) but there is no significant difference among other marital status having P values greater than .05. single-widow (P value=.990), single-divorced (P value= .864), married-widow (P value= .778), married-divorced (P value= .778)and widow-divorced (P value= .996) has no effects in terms of Pakistani TV morning shows on the behaviour of respondents.

(Page 91 of 133) Table 5.22

H9: There is a significant difference among people of different marital status in terms of promoting elite culture by Pakistani TV channels

Complete Variable Marital Status Wise ANOVA

Sr. No. Marital Status N Mean SD F Sign. 1 Single 340 3.75 7.06

2 Married 212 3.72 7.71 .766 .513

3 Widow 16 3.76 5.60

4 Divorced 32 3.77 7.88

Table 5.22 presents that statistically there is an insignificant difference exists (F=. 766), p>. 05 among the respondents of different marital status. Single status people (mean score= 3.75, SD= 7.06), married (mean score= 3.72, SD= 7.71), widow (mean score= 3.76, SD= 5.60) and divorced (mean score= 3.77, SD= 7.88) in terms of promoting elite culture by Pakistani TV channels. There are four marital status in this study; single, married, widow and divorced. Results show that there is an insignificant difference with respect to marital status. The significance is accessed with F statistics and significance value. The F value is .766. The value of F statistics is insignificance; where significance values must be below P<0.05. Results show that insignificance value .513 which is high, there should P value (P<0.05). This insignificant difference depicts that elite culture is not promoted by the Pakistani TV channels with respect to marital status, there is an insignificant difference exists. It is also interpreted that different marital status evaluate and access the elite culture in a different way when they are exposed to Pakistani TV channels. It is inferred that with respect to marital status, there are no effects of exposure of Pakistani TV channels on the respondents.

(Page 92 of 133) Table 5.23

H10: There is a significant difference among people from different profession in terms of promoting elite culture by Pakistani TV dramas

Drama Variable Profession Wise ANOVA

Sr. No. Profession N Mean SD F Sign.

1 Working 156 4.09 2.21

2 Student 296 3.99 2.90 2.79 .062

3 Household 148 4.06 2.43

Table 5.23 presents that statistically there is an insignificant difference exists (F= 2.79), p>. 05 among the respondents have different professions. Working people with (mean score= 4.09, SD= 2.21), students (mean score= 3.99, SD= 2.90) and household (mean score= 4.06, SD= 2.43) in terms of promoting elite culture by Pakistani TV dramas. There are three professions in this study; working, student and household. Results show that there is an insignificant difference with respect to the profession. The significance is accessed with F statistics and significance value. The F value is 2.79. The value of F statistics is insignificance; where significance values must be below P<0.05. Results show that insignificance value 0.062 which is higher, there should P value (P<0.05). This insignificant difference depicts that elite culture is not promoted by the Pakistani TV dramas, but also with respect to profession there is an insignificant difference exists. It is also interpreted that different professional groups evaluate and access the elite culture in a different way when they are exposed to Pakistani TV dramas. It is inferred that with respect to profession, there is no exposure of Pakistani TV dramas.

(Page 93 of 133) Table 5.24

H11: There is a significant difference among people from different profession in terms of promoting elite culture by Pakistani TV morning shows

Morning Show Variable Profession Wise ANOVA

Sr. No. Profession N Mean SD F Sign. 1 Working 156 3.74 3.47

2 Student 296 3.84 3.06 2.98 .051

3 Household 148 3.71 3.64

Table 5.24 presents that statistically there is an insignificant difference exists (F= 2.98), p>. 05 among the respondents have different professions. Working people with (mean score= 3.74, SD= 3.47), students (mean score= 3.84, SD= 3.06) and household (mean score= 3.71, SD= 3.64) in terms of promoting elite culture by Pakistani TV morning show. There are three professions in this study; working, student and household. Results show that there is an insignificant difference with respect to the profession. The significance is accessed with F statistics and significance value. The F value is 2.98. The value of F statistics is insignificance; where significance values must be below P<0.05. Results show that insignificance value .051 which is higher, there should P value (P<0.05). This insignificant difference depicts that elite culture is not promoted by the Pakistani TV morning shows, but also with respect to profession there is an insignificant difference exists. It is also interpreted that different professional groups evaluate and access the elite culture in a different way when they are exposed to Pakistani TV morning shows. It is inferred that with respect to profession, there is no exposure of Pakistani TV morning shows.

(Page 94 of 133) Table 5.25

H12: There is a significant difference among people from different profession in terms of promoting elite culture by Pakistani TV channels

Complete Variable Profession Wise ANOVA

Sr. No. Profession N Mean SD F Sign. 1 Working 156 3.74 7.57

2 Student 296 3.75 7.16 .003 .997

3 Household 148 3.74 7.38

Table 5.25 presents that there is statistically insignificant dissimilarity (F= .003), p >.05 among the respondents have different professions. Working people with (mean score= 3.74, SD= 7.57, students (mean score= 3.75, SD= 7.16) and household (mean score= 3.74, SD= 7.38) in terms of promoting elite culture by Pakistani TV channels. There are three professions in this study; working, student and household. Results show that there is an insignificant difference with respect to the profession. The significance is accessed with F statistics and significance value. The F value is .003. The value of F statistics is insignificance; where significance values must be below P<0.05. Results show that insignificance value .997 which is higher, there should P value (P<0.05). This insignificant difference depicts that elite culture is not promoted by the Pakistani TV channels, but also with respect to profession there is an insignificant difference exists. It is also interpreted that different professional groups evaluate and access the elite culture in a different way when they are exposed to Pakistani TV channels. It is inferred that with respect to profession, there is no exposure of Pakistani TV channels.

(Page 95 of 133) Table 5.26

H13: Whether Pakistani entertainment TV channels are promoting elite culture

Promotion of Elite Culture

Sr No. Channels Mean Standard Error Mean Standard Deviation 1 GEO ENTERTAINMENT 3.72 0.47 5.81

2 HUM TV 3.67 0.44 7.38

3 ARY DIGITAL 3.84 0.58 7.45

4 Any other 4.16 0.24 0.85 N=600

Table 5.26 shows that there are 600 respondents who responded questionnaire on TV channels promoting elite culture. GEO entertainment (mean score= 3.72, SEM=0.47, SD= 5.81) represents positive influence in promotion of elite culture.HUM TV (mean score=3.67, SEM=0.44, SD=7.38) represents positive influence whereas ARY Digital (mean score= 3.84, SEM= 0.58, SD=7.45) also represents positive and any other (mean score=4.16, SEM=0.24, SD=0.85) shows positive response in promotion of elite culture. Results show that Pakistani entertainment TV channels selected in this study positively promoting elite culture in Pakistani society.

(Page 96 of 133) Table 5.27

There is a significant difference among people perception in terms of their views about whether Pakistani entertainment TV channels are promoting elite culture

ANOVA

Sr No Channels Mean SD F Sig. 1 GEO Entertainment 3.72 5.81

21.24 .000 2 HUM TV 3.67 7.38

3 ARY Digital 3.84 7.45

4 Any other 4.16 0.85

Table 5.27 presents that statistically, a significant difference exists (F=21.24), p<. 05 among the channels GEO entertainment, HUM TV, ARY Digital and any other channel (mean score of 3.72, 3.67, 3.84 and 4.16 respectively) for the promotion of elite culture. There are four TV channels Geo entertainment, Hum network, Ary digital and any other in this study. Results show that there is a significant difference with respect to Pakistani entertainment TV channels. The significance is accessed with F statistics and significance value. The F value is 21.24. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value .000 which is below, there should be a P value (P<0.05). This significant difference depicts that elite culture is promoted by the Pakistani entertainment TV channels. It is also interpreted that perception of people evaluates and access the elite culture in a different way when they are exposed to Pakistani entertainment TV channels. It is inferred that with respect to people perception, there is different exposure of Pakistani entertainment TV channels.

(Page 97 of 133) Table 5.28

Post HOC

Sr No Compared channels Mean Difference Df Sig.

1 GEO-HUM TV 1.12 .379

2 GEO-ARY -3.00 .001

3 GEO-Another -10.91 596 .000

4 HUM TV-ARY -4.13 .000

5 HUM TV-ANY OTHER -12.04 .000

6 ARY-ANY OTHER -7.90 .001

Table 5.28 presents that there is an insignificant difference (p>. 05) between GEO and HUM TV (mean difference= 1.12) and there is a significant difference (p>.05) between GEO-ARY digital (mean difference= -3.0) whereas there is a significant difference (p<.05) between GEO-Any another TV channel (mean difference=-10.91). Results also prove that there is a significant dissimilarity (p <.05) in-between HUM TV-ARY (mean difference= -4.13) and HUM TV-Any other (mean difference= -12.04) whereas there is a significant difference between (p>.05) between ARY-Any other (mean difference=-7.90). The researcher selects four entertainment TV channels, Geo entertainment, Hum television, Ary digital and any other in this study and results show that there are statistically significant effects of Pakistani entertainment TV channels to promote elite culture as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.28 shows that Pakistani entertainment TV channels GEO-HUM TV (P value= .379) have no significant difference in promotion of elite culture. Whereas there is a significant difference between GEO-ARY (P value=.001), GEO-Another (P value= .000), HUM TV-ARY (P value= .000), HUM TV-Any other (P value=.000) and ARY-Any other (P value=.001) which are promoting an elite culture significantly in Pakistani society.

(Page 98 of 133) Table 5.29

H14: Pakistani TV dramas are promoting elite culture

Channels Mean SD GEO 4.05 2.77 ENTERTAINMENT HUM TV 3.96 2.46 ARY DIGITAL 4.09 2.63 Any other 4.5 1.70

Table 5.29 shows that GEO entertainment (mean score= 4.05, SD= 2.77) represents positive influence in the promotion of elite culture through drama. HUM TV (mean score=3.96, SD=2.46), ARY Digital (mean score= 4.09, SD=2.63) and any other channels (mean score=4.5, SD=1.70) shows positive response that Pakistani TV dramas are promoting elite culture. There are four TV channels Geo entertainment, Hum television, Ary digital and any other in this study. Results show that there is a significant difference with respect to Pakistani TV dramas in term of promoting elite culture. It is also interpreted that perception of people evaluates and access the elite culture in a different way when they are exposed to Pakistani TV dramas. It is inferred that with respect to people perception, there is different exposure of Pakistani TV dramas.

(Page 99 of 133) Table 5.30

There is significant difference among respondents perception in terms of their views about whether Pakistani TV dramas are promoting elite culture (ANOVA)

Sr No Channels Mean SD F Sig.

1 GEO Entertainment 4.05 2.77

2 HUM TV 3.96 2.46 21.23 .000

3 ARY Digital 4.09 2.63

4 Any other 4.5 1.70

Table 5.30 presents that statistically there is a significant difference exists (F=21.23), p<.05 among the channels GEO entertainment (mean score= 4.05, SD= 2.77), HUM TV (mean score= 3.96, SD= 2.46), ARY Digital (mean score= 4.09, SD= 2.63) and any other channel (mean score= 4.5, SD= 1.70) of respondents' perception in terms of Pakistani TV dramas are promoting elite culture. There are four TV channels Geo entertainment, Hum television, Ary digital and any other in this study. Results show that there is a significant difference with respect to Pakistani TV dramas. The significance is accessed with F statistics and significance value. The F value is 21.23. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value .000 which is below, there should be a P value (P<0.05). This significant difference depicts that elite culture is promoted by the Pakistani TV dramas. It is also interpreted that perception of people evaluates and access the elite culture in a different way when they are exposed to Pakistani TV dramas. It is inferred that with respect to people perception, there is different exposure of Pakistani TV dramas.

(Page 100 of 133) Table 5.31

Drama Post HOC

Sr No Compared channels Mean Difference Df Sig. 1 GEO-HUM TV 0.54 .157

2 GEO-ARY -0.23 .848

3 GEO-Another -2.64 596 .004

4 HUM TV-ARY -0.78 .012

5 HUM TV-ANY OTHER -3.19 .000

6 ARY-ANY OTHER -2.40 .010

Table 5.31 presents that there is an insignificant difference (p>. 05) between GEO and HUM TV (mean difference= 0.54), insignificant difference (p>.05) between GEO-ARY digital (mean difference= -0.23) whereas there is a significant difference (p<.05) between GEO-Any another TV channel (mean difference=-2.64). Results also show that there is an insignificant dissimilarity (p >.05) inbetween HUM TV-ARY (mean difference= -0.78), a significant difference between HUM TV-Any other channel (mean difference= -3.19) whereas there is the insignificant difference between (p>.05) between ARY-Any other (mean difference=- 2.40). The researcher selects four entertainment TV channels, Geo entertainment, Hum television, Ary digital and any other in this study and results show that there are statistically significant effects of Pakistani TV dramas to promote elite culture as a whole. Tukey values of Post-HOC analysis used to investigate the dissimilarity between these groups. Table 5.31 shows that Pakistani entertainment TV channels GEO-HUM TV (P value= .157) and GEO- ARY (P value= .848) have no significant difference in promotion of elite culture. Whereas there is a significant difference between GEO-Other (P value=.004), HUM TV-ARY (P value= .012), HUM TV-Any other (P value=.000) and ARY-Any other (P value=.010) which are promoting an elite culture significantly in Pakistani society.

(Page 101 of 133) Table 5.32

H15: Pakistani TV morning shows are promoting elite culture

Morning Show

Channels Mean SD

GEO 3.83 4.05 ENTERTAINMENT HUM TV 3.72 2.67 ARY DIGITAL 3.84 3.63 Any other 3.83 0.85

Table 5.32 shows that GEO entertainment (mean score= 3.83, SD= 4.05) represents positive influence in the promotion of elite culture through morning shows. HUM TV (mean score=3.72, SD=2.67), ARY Digital (mean score= 3.84, SD=3.63) and any other channels (mean score=3.83, SD=0.85) shows positive response that Pakistani TV morning shows are promoting elite culture. There are four TV channels Geo entertainment, Hum television, Ary digital and any other in this study. Results show that there is a significant difference with respect to Pakistani TV morning shows in term of promoting elite culture. It is also interpreted that perception of people evaluates and access the elite culture in a different way when they are exposed to Pakistani TV morning shows. It is inferred that with respect to people perception, there is different exposure of Pakistani TV morning shows.

(Page 102 of 133) Table 5.33

There is a significant difference among different person's perception in terms of their views about whether Pakistani TV morning show promoting elite culture

Morning Show ANOVA

Sr No Channels Mean SD F Sig.

1 GEO Entertainment 3.83 4.05

2.12 .096 2 HUM TV 3.72 2.67

3 ARY Digital 3.84 3.63

4 Any other 3.83 0.85

Table 5.33 presents that statistically there is an insignificant difference exists (F=2.12), p>.05 among the channels GEO entertainment (mean score= 3.83, SD= 4.05), HUM TV (mean score= 3.72, SD= 2.67), ARY Digital (mean score= 3.84, SD= 3.63) and any other channel (mean score= 3.83, SD= 0.85) of respondents' perception in terms of Pakistani TV morning shows are promoting elite culture. There are four TV channels Geo entertainment, Hum television, Ary digital and any other in this study. Results show that there is a significant difference with respect to Pakistani TV morning shows. The significance is accessed with F statistics and significance value. The F value is 2.12. The value of F statistics is significance; where significance values must be below P<0.05. Results show that significance value .096 which is higher, there should be a P value (P<0.05). This insignificant difference depicts that elite culture is not promoted by the Pakistani TV morning shows. It is also interpreted that perception of people evaluates and access the elite culture in a different way when they are exposed to Pakistani TV morning shows. It is inferred that with respect to people perception, there is no effects of exposure of Pakistani TV dramas.

(Page 103 of 133) 5.2 DATA ANALYSIS (Qualitative Method)

Sr. No. Media Professional (A)

Respondent A1 She is a drama actress and Host ()

Respondent A2 He is a drama writer and Poet ()

Academician (B)

Respondent B1 He is a Professor of Media, researcher and has a critical analysis on

Pakistani drama (Prof. Dr. Farish Ullah, Mass Communication)

Respondent B2 Iis a professor of sociology, researcher and has deep knowledge about

Pakistani culture (Interviewee bound researcher not to disclose name )

5.2.1 What is Elite Culture?

The people of Pakistan are practicing different cultural values according to their own needs. Respondent A1 said that,

“Media conglomerates, industrialists and fashion tycoons are practicing a culture of the royal families of the 18th century. They adapt their culture, their living style and learn how to rule over society. Such luxurious lifestyle is called elite culture. Respondent A2 highlights that,

“It is a term which is exclusively associated with the higher class belongs to politics, education, bureaucracy, and industrialists. They have adopted a luxurious lifestyle that makes them distinguish from others.”

Sociologists are identifying the supremacy and worth of social elites, their closed cultural domain and hold of elite culture. Respondent B1 said,

“A class which is wealthy and socially strong enough within a society called elite class. They are living in big bungalows, have a fleet of Luxury cars, participate in drinking and dancing parties, it is called elite culture.” Whereas Respondent B2 said in her interview,

(Page 104 of 133) “Those who have capital, reputation and education belong to the elite class and their living style are called elite culture.”

5.2.2 Pakistani drama is promoting western dressing, luxury homes, parties and hoteling culture in Pakistani society

Deep research and interviews with media professors and media professional explored above- stated statement in many ways. Respondent A1 said that

Today drama doesn't represent the real culture of society. During the interview, she mentioned that:

“PTV drama used to portray the lifestyle, dressing, foodstuff, customs, traditions and marriage ceremonies of Pakistani society in a positive way, but in today's drama Pakistani culture and values are missing. These TV dramas are just on-airing the culture associated with the elites. Pakistani dramas showing only luxurious homes having swimming pools, young females wearing jeans & T-shirt, heavy dresses during Mehndi & Barrat, hoteling and party culture which is affecting the culture of Pakistan.” Respondent A2 said that

Through drama, you can portray the culture of any society. Drama is a key or window through, you can see others culture. At one point he quoted that,

“In 80s PTV was the only channel in Pakistan and it was our responsibility to broadcast real culture of Pakistan. Each province has its own culture which collectively depicts the culture of Pakistan. Today drama is depicting western culture, promoting latest makeup & hairstyles, western dressing among youth, luxury homes & cars and get-to-gather culture in Pakistan.” Respondent B1 said that

In media studies, we focus on the content of any program. Pakistani drama is famous and people from other countries also watch it with zest & zeal. It is our prime responsibility to highlight Pakistani values. He added that

“Pakistani drama was our pride and we use to discuss its content with our international friends proudly. Nowadays, Pakistani drama is just a showpiece in which producer and directors are showing the luxury life of the elite class. Pakistani drama revolving around love affairs of male-female, bridal dresses, parties, jeans & T-shirt, make up with matching jewellery, big

(Page 105 of 133) homes have swimming pools, snooker room, bars, a fleet of cars & servants and extramarital affairs.”

Pakistani society is a mixture of different classes which are different from each other on the basis of social status. Respondent B2 said that,

“TV owners belong to the elite class and they are modernizing the society according to their wish. She added that today's drama is inspired by the Indian drama showing big homes, females in salaries or heavy dresses, young females in jeans/T-shirt, boys, and girls involved in extramarital affairs. These things are disturbing the normative structure of Pakistani society.” 5.2.3 Content of Morning Shows is promoting dance, heavy dress, makeup, and jewellery culture in Pakistan

The Pakistani entertainment industry is growing rapidly and producing a lot of programs for the entertainment. Morning shows are one of the best examples of entertainment. Respondent A1 said

“Morning shows are the face of the Pakistani media and it is the responsibility of morning shows producers and hosts to portray the real culture of Pakistan. She mentioned that morning show celebrates marriage ceremonies and Mehndi on stage in such a way that Indian dramas celebrates. A host of morning shows invites bride or grooms relative to participate in a function, sing songs, and boys/girls collectively dance on different melodies.” Respondent A2 said,

“Content of all morning shows should be different; it is host’s responsibility to prepare him or herself thoroughly according to the content. He mentioned that the hosts of these morning shows are not trained to listen and interrupt their guests, lack of knowledge and information about culture and sense of media ethics. They are just glamorizing the materialistic things, highlights dance, singing and modelling culture in the morning shows.” Respondent B1 said in his interview that,

“A Morning show in Pakistan is not an old concept, it introduced firstly on PTV in the 90s. During Musharraf tenure, when electronic media got independence and licenses were issued to media owners to broadcast transmission, they once again introduced morning shows on their channels. In today morning shows, they just highlighted marriage ceremonies, heavy dresses, makeup styles, matching jewellery and elite class living style. These shows are not

(Page 106 of 133) portraying social issues of Pakistani society, not educating the people to solve their problems.” Whereas respondent B2 said,

“Our society is a mixture of different cultures and divided into social classes due to economic factor and social norms. She codes once, I attend a family marriage ceremony where the mother of the bride dancing with other family members. Morning shows injecting elite class culture in the minds of the Pakistani people and sensitizing them how to decorate their homes during marriages, Mehndi stage, select matching dresses, couple dance and singing competitions.” 5.2.4 Pakistani drama and morning shows are changing the normative structure and Promoting Elite Culture in Pakistani society

Role of Pakistani media is very important in the awareness of social issues and education of people. Entertainment TV channels are producing a lot of content to fill the screen. There is a race among these channels for rating, to become a number one channel they are broadcasting low-quality programs which are changing the normative structure of Pakistani society. Respondent A1 said,

“Human life is the other name of continuous endeavour. Drama and morning shows are depicting the culture of other nations which is affecting the cultural values and promoting elite culture in Pakistan.” Whereas respondent A2 highlighted in his views that,

“Entertainment TV channels are on-airing foreign content, which is affecting the cultural and social life of people. These TV channels are promoting elite culture through drama and morning shows.”

Advancement in the field of electronic media creates new ways to introduce latest fashion trends and living standards. Respondent B1 said,

“TV drama and morning shows are changing the normative structure of Pakistani society. These entertainment TV channels open new ways about how to maintain social status within a working class, prestige, power and create hegemony over society. All these content collectively promoting elite culture in a society.”

(Page 107 of 133) Respondent B2 said during an interview that,

“Pakistani drama and morning shows are promoting a liberal environment within a society. In every society, middle class follows social values, but Pakistani entertainment TV channels changing these cultural norms and promoting an elite culture within a Pakistani society.”

To investigate the present study “Promoting an elite culture by Pakistani TV channels” depicts that most of the respondents are adopting the culture shown by Pakistani TV channels through drama and morning shows. Pakistani TV channels are changing People’s behaviour with more consistently. Television is also cultivating the minds of people gradually & progressively affects the society, culture & norms of life as told by George Gerbner in Cultivation Theory. Most of the respondents are adopting and practicing the elite culture shown in Pakistani TV channels. People learn from society and try to follow such practices which are practiced by an elite class. People observed the behaviours of others who are performing different characters in dramas and morning shows or moving in a society and adopt them in their life as suggested by Bandura in Social Learning Theory. The results of the study support that Pakistani TV drama and morning shows are changing the living styles, food habits, get to gather, dance parties, dressing styles, heavy dress culture, and intensive use of makeup among people of Pakistan. These channels have strong effects in term of age, city, education, marital status and profession on the people. Results also show that there are some hypotheses which have no positive effects of TV channels on the respondents.

(Page 108 of 133) CHAPTER-06

DISCUSSION AND CONCLUSION

In Pakistan, electronic media attained liberty in 2000 and was allowed to broadcast national and international channels within a country. Furthermore, TV channels were permitted to broadcast foreign content on Pakistani channels. Viewers of Pakistan got access to watch news and entertainment TV channels at cheap rates which provided information about other religions and cultures. This study, promoting an elite culture by Pakistani TV channels was carried out to investigate how Pakistani entertainment channels are disturbing the culture of Pakistan and promoting elite class culture in Pakistani society. Current study findings confirmed by many researchers indicate that the media have deep and wide effects on the culture and behaviour of the people (Kellner, 1995; Jenkins, 1992; & Lewis, 1992). The main objective of this study is to investigate the effects of Pakistani TV dramas and the morning shows on the lifestyle, food habits, partying, marriage ceremonies and dressing patterns of the people of Pakistan. The researcher collected data from 600 respondents having ages between 18 to 60 years through a questionnaire (Table 5.1 & 5.2). The researcher selected three cities (Lahore, Gujrat, and Islamabad) for survey (Table 5.3). Males and females in this age group watch TV most of the time along with their study and domestic work, which have deep effects on the cultural values and behaviour. Three hundred and forty (56.7 percent) respondents are single and two hundred and twelve (35.3 %) are married (Table 5.5). Findings revealed that most of the respondents (44.7 %) have intermediate education, whereas (37.7 %) have a B.A / M.A (5.4). Furthermore, (49.3 %) respondents are students and (26 percent) belong to the working group (Table 5.7).

The study “Promoting Elite Culture by Pakistani TV channels” is focused on how media in Pakistan has portrayed the elite culture which may be differentiated as one of the leading social class values among the different living standards including the lifestyle, the unique ideas, and fabricated stuff from the rest of the society. The culture containing the dominant thoughts of a dominant class comprises elite culture (Henry, 2007).

The study in hand is focused on the promotion of the elite culture by Pakistani media/television channels focusing on the key objectives which are:

• To find out whether TV programs change the culture of Pakistani society. • To find out whether Pakistani drama promotes western dressing culture. • To find out whether morning show promotes dancing and expensive dress culture.

(Page 109 of 133) • To find out whether Pakistani TV channels promote elite culture.

All objectives are well addressed in the study having a key focus to address that television programs are well focused and addressing the changing culture in Pakistani society by keeping in view the Pakistani cultural dynamics; as far as the dressing is concerned, it has become a key element of change in any society and has become a major focus of the media as well. So, the focus is to objectify that elite culture is being promoted by Pakistani drama; the morning shows that are very much common these days, particularly on Pakistani TV channels, so the objective is to identify whether morning shows are promoting dance and expensive dressing culture. The objective is to find out that Pakistani TV channels are promoting an elite culture within the society.

The study is focused to analyse the hypothesis which include H1 “There is a significant difference among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV dramas” adding that there is a significant difference among different age groups in term of their views about promoting an elite culture by Pakistani TV dramas, which is statistically approved according to table 5.7. Findings revealed that Pakistani drama have significant difference between the respondents from the age of 18 to 30 & 31 to 45 and 31 to 45 & 46 to 60 (Table 5.8). Study under observation reveals that H2 “There is significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV morning shows” address that there is a significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV morning shows and it is statistically accepted through table 5.9. Analysis shows that Pakistani morning shows significant difference between respondents from the age of 18 to 30 & 31 to 45 (Table 5.10). Findings statistically approved H3 “There is significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV channels” that there is a significant variation among different age groups in terms of their views about whether promoting an elite culture by Pakistani TV channels (Table 5.11). Post HOC test reveals that Pakistani TV channels have significant difference between the respondents from the age of 18 to 30 & 46 to 60 and 31 to 45 & 46 to 60 (Table 5.12). Many researchers found that Pakistani TV channels and drama are affecting the cultural values, norms, traditions and youth behaviour of Pakistani society (Huma, 2015; Shabir, 2013; Zia, 2004; Juni et al, 2014). Findings of the study show that Pakistani TV channels are cultivating the minds of people and promoting elite culture in them. People socially learn new trends & fashion of elite class and try to adopt in their daily life.

(Page 110 of 133) The current study focused on H4 “There is a significant variation among respondents of different education levels in terms of their views about whether Pakistani TV dramas promoting an elite culture” that there is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV dramas which is statistically approved through table 5.13. Post HOC test reveals that Pakistani dramas have significant difference between respondents that have matric, intermediate and B.A / M.A education (Table 5.14). Findings statistically approved H5 “There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV morning shows” that there is a considerable variation in between respondents of changed education levels in terms of their views about whether promoting an elite culture by Pakistani TV morning shows according to table 5.15. The Post HOC test shows that there is a significant difference between respondents that have matric, intermediate and B.A /M.A education (Table 5.16). Findings statistically approved H6 “There is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV channels” that there is a significant variation among respondents of different education levels in terms of their views about whether promoting an elite culture by Pakistani TV channels through table 5.17 whereas the Post HOC test reveals that there is a significant difference between matric-B.A / M.A, matric-M. Phil & above and Intermediate-B.A /M.A, Intermediate-M.Phil & above (Table 5.18). Mustaffa & Salleh (2014) found in their research that Malaysian TV dramas are telecasting western culture in spite of Malaysian culture which is promoting the values and lifestyle of the west instead of the Malaya. They also figured out the rapid growth of cultural globalization and its effects on the Malaysian TV and culture, that the youth of Malaysia is adopting new trends and lifestyles of the west. Whereas Majeed (2005) found that drama is the most entertaining part of life. The objective of the drama is to find out social evils of the society and improve the lives through the positive message. Star plus dramas are attracting Pakistani youth through their stylish dressing, strong relations, religious, and cultural festivals. Television channels, drama and morning shows are cultivating the cultural values and attitudes of society. People adopt new fashion and latest trends from society.

Study finds out that H7 “There is an insignificant difference among people with different marital status in terms of their views about whether promoting an elite culture by Pakistani TV dramas” is statistically not approved and there is an insignificant variation among people with different marital status in terms of their views about whether promoting elite culture by Pakistani TV dramas according to table 5.19. Study under consideration approved H8 “There

(Page 111 of 133) is a significant difference among people of different marital status in terms of their views about whether promoting an elite culture by Pakistani TV morning shows” that there is a significant variation among people with different marital status in terms of promoting elite culture by Pakistani TV morning shows and is statistically approved through table 5.20. whereas, H9 “There is a significant difference among people of different marital status in terms of their views about whether promoting an elite culture by Pakistani TV channels” is disapproved by analysis and shows that there is an insignificant difference among people with different marital status in terms of their views about whether promoting elite culture by Pakistani TV channels according to table 5.22.

Table 5.23 statistically disapproved the H10 “There is a significant difference among people from different profession in terms of their views about whether promoting an elite culture by Pakistani TV dramas” that there is an insignificant difference among people from different professions in terms of promoting elite culture by Pakistani TV dramas. Study digs out that H11 “There is a significant difference among people from different profession in terms of their views about whether promoting an elite culture by Pakistani TV morning shows” is statistically disapproved and that there is an insignificant difference among people from different professions in terms of promoting elite culture by Pakistani TV morning shows, according to table 5.24. Whereas H12 “There is a significant difference among people from different professions in terms of their views about whether promoting an elite culture by Pakistani TV channels” is also statistically disapproved and that there is an insignificant variation among people from different professions in terms of their views about whether promoting an elite culture by Pakistani TV channels through table 5.25. Hypothesis 13 “Whether Pakistani entertainment TV channels promoting an elite culture?” statistically approved that Pakistani entertainment TV channels are promoting an elite culture and there is a significant difference between the person's perception in terms of whether Pakistani entertainment TV channels are promoting an elite culture and also shows that GEO Entertainment, HUM TV, ARY Digital, and any other have a positive influence on the viewers according to table 5.26 & 5.27. Table 5.29 shows that Pakistani TV dramas are promoting elite culture and GEO Entertainment, HUM TV, ARY Digital, and any other TV channels has a positive influence on people’s mind. Whereas H14 “Whether Pakistani TV dramas promoting an elite culture?” statistically approved that there is a significant difference among respondents' perception in terms of their views about whether Pakistani TV dramas are promoting an elite culture according to table 5.30. Findings show that Pakistani TV morning shows are promoting elite culture and GEO Entertainment, HUM TV, ARY Digital, and any other TV channels have a positive influence on the minds of people, according to table 5.32.

(Page 112 of 133) This major hypothesis’s finding also supports the previous findings of different researchers who worked on the effects of TV programs on the cultural aspects, e.g. Zadeh & Muzafferi (2014) conducted a research to investigate cultural values and fashion trends on the minds of Iranian women. They selected three TV channels GEM, P.M.C, and Manoto and considered them as a social and cultural change agent in Tehrani women. They concluded that Persian TV Channels are pursuing to change the Iranian women's lifestyle. Many researchers have done research on the issue that media culture has a wider effect (Kellner, 1995; Jenkins, 1992; & Lewis, 1992) Whereas table 5.33 statistically approved H15 “Whether Pakistani TV morning shows promoting an elite culture?” that there is a significant difference among different person's perception in terms of their views about whether Pakistani TV morning shows promoting an elite culture.

In the study under observation “Promoting an Elite Culture by Pakistani TV channels” in Pakistani society, researcher focused on the influence of TV drama and morning shows on the enriching life and societal actions of Pakistani people. The researcher tried to find out the effects on deeds, lifestyle, dressing, gatherings, food habits, dance, drink intake, and expensive housing culture in Pakistani society. Many researchers do research on the impacts and effects of TV on viewers, but no one has purely worked on elite culture and Pakistani channels. They select single variable drama or morning show in their research, but in the current study, researcher used mixed variables to find out promoting an elite culture by Pakistani TV channels and to check the effects of dramas and morning shows on social normative of people. Findings also theoretically prove that Pakistani TV channels, drama and morning shows are cultivating the minds of people, cultural values, behaviours, attitudes and traditions of a society. It also shows that people learn and adopt new fashions and latest trends from society, when they look different classes and their living style.

The researcher selects top three most favourite entertainment TV channels which broadcast dramas, morning and fashion shows in Pakistan. These entertainment TV channels are owned by industrialist, businessman, and educationists who are running these channels to earn money and promoting their culture within a society. HUM TV is an entertainment channel which is purely broadcasting dramas whole day and the morning shows in the morning slot, whereas GEO Entertainment and ARY Digital are also on-airing dramas and morning shows on a regular basis. The researcher chooses prime time dramas to study because most of the people get leisure time in the evening when they sit with family members and watch Pakistani dramas. Drama is a key element of entertainment television channel and plays an important part in disseminating message among people. Drama is one of the most entertaining parts

(Page 113 of 133) which cover all aspects of human life. Pakistan television drama is the most-watched drama all over the world due to its strong story, characters, themes, dialogues, locations, and vocals.

The researcher chose prime time dramas broadcast on Hum television, Geo entertainment, and ARY digital from July 2017 to June 2018. He selected six dramas, two for each channel. From HUM TV, he selected Gumrah & Khamoshi, from GEO Entertainment Khalish & Khaani and from ARY Digital Teri Raza & Noor ul Ain. He selected these dramas due to the portrayal of an elite culture in them. Female characters wear jeans & T-shirt most of the time in drama; they also wear heavy dresses and jewellery in wedding scenes and use makeup all the time even at home. The dramas portray the luxurious home culture; having big sleeping rooms, decorated drawing rooms, swimming pools, snooker rooms, and big lawns. Characters also used expensive cars in these dramas, join dance parties and enjoy friends’ gatherings where they eat fast food and use alcohol and drugs sometimes.

In Pakistan, morning shows are the biggest source of enjoyment for the females. The researcher selected morning shows of Hum television, Geo entertainment, and ARY digital which broadcast these shows in the morning slot. The females watch these morning shows when they get free time. Morning shows focused on set designing, host dressing, makeup, guest, and songs selection. They decorate the set with beautiful flowers, sofas, and also invite the musical band to sing songs. The content of morning shows is mainly focused on weddings, singing, and dance competition among guests, set decoration according to Mehndi and wedding day, makeup competitions, and modelling on the ramp. They also invite females to sit in the audience for the support of host, guests, and participate in weddings arranged on set. Females wait for weeks to participate in the morning shows and choose a dress, shoes, and makeup.

The study has been supported by using the cultivation theory of mass communication which presents that media cultivates the minds of the people. The study in hand is bridged by the cultivation theory where the Pakistani television dramas and the morning shows are presented. The Social learning theory is also there as the study addresses the social learning of the people through the mass media. In this study social learning of the people is through the media messages in the form of dramas and morning shows messages. Both cultivation and social learning theories are bridging the research. Research methodology includes qualitative & quantitative methods as a survey method is used for quantitative measurement where a well-designed questionnaire is used for seeking responses from 600 respondents from the citizens of Lahore, Islamabad and Gujrat including 300 males and 300 females categorized in three age groups including 18-30 years, 31-45 years, and 46-60 years from different working (Page 114 of 133) and professional groups. The qualitative methodology is used for the in-depth interviews of two respondents from academia whereas two from the professional field. Researcher applied One-Way ANOVA test and used Tukey values in Post HOC. The respondents critically evaluated the study entitled under the umbrella “Promoting Elite Culture by Pakistani TV channels” focusing on the media elite culture and Pakistani media's role in this context.

The first research question of this study is “Do TV programs of Pakistan change the cultural values?” along with the following three questions focusing on the effects on dressing patterns of overall cultural shift which is answered by the experts interviewed along with the support from the empirical data. The experts are holding the view that the elite westernised culture is promoted nowadays. Respondent 1 says “TV drama portrayed the life, dressing, foodstuff, customs, traditions and marriage ceremonies of Pakistani society in a positive way, but in today drama Pakistani culture and values are missing. These TV dramas are just on-airing the culture associated with the elites. Pakistani dramas showing only luxurious homes having swimming pools, young females in jeans & T-shirt, heavy dress wear during Mehndi & Barrat, hoteling, and party culture which are affecting the culture of Pakistan.” According to Respondent 2 “Today’s drama is depicting western culture, promoting latest makeup & hairstyles, western dressing among youth, luxurious homes & cars and get-together culture in Pakistan.” Literature also supports this finding in a study carried out in Bangladesh, another south Asian country with many similarities to Pakistani milieu. Tanvir et al. (2014) conducted same research and found that people’s behaviour changed with the change of culture. In the era of globalization, societal values, norms, and traditions are made by foreign media and programs that are telecasted on these channels. The researcher found that people of Bangladesh are adopting western dressing style and losing their own language, traditional festivals, food, and folk theatre. Other studies have also found significant impact of these TV programs on culture e.g. Shah et al. (2016) conducted a research to investigate the effects of Indian drama telecast at prime time on Pakistani TV channels like HUM TV, Geo Entertainment, and Urdu1. They also tried to find out the adoption level of Indian culture, physical and psychological effects on behaviour of youth that is shown in Indian dramas. Shabir et al. (2013) found out that GEO TV is highlighting foreign culture through drama. They also said that women of Bahawalpur are adopting new trends and fashions used by models in GEO and HUM TV dramas.

It was responded mostly that the media conglomerates, industrialists and fashion tycoons are practicing a culture of the royal families of the 18th century. They adapt their culture, their living style and learned how to rule over society. It is a term which is exclusively associated

(Page 115 of 133) with the higher class belonging to politics, education, bureaucracy, and industrialists. They adopted a luxurious lifestyle and distinguish it from others. Sociologists are identifying the supremacy and worth of social elites and their closed cultural domain, and the hold of elite culture.

It was also observed that focusing on the content of any program, Pakistani drama is famous and people from other countries also watch it with zest & zeal. It is our prime responsibility to highlight Pakistani values. It is also discussed that TV owners belong to the elite class and they are modernizing the society according to their wish. She added that today's drama is inspired by the Indian drama showing big homes, females in a sari or heavy dresses, young females in jeans/T-shirt, boys, and girls involved in extramarital affairs. These things are disturbing the normative structure of Pakistani society. Similarly, on the morning shows, as it was claimed that these shows are the face of the Pakistani media, so it is the responsibility of morning shows producers and hosts to portray the real culture of Pakistan, mentioning that morning shows celebrated marriage ceremonies, and Mehndi on stage in such a way that Indian dramas celebrated. The hosts of morning shows invite brides or grooms relative to participate in a function, sing songs, and boys/girls collectively dance on different melodies. So, television produces what suits the owners and the service of the elite class is prominent here while presenting television dramas and morning shows. 6.1 Conclusion

The study “Promoting elite culture by Pakistani TV channels” presents that most of the people strongly agree that television dramas and morning shows are promoting an elite culture in a society. The variables of the study were Pakistani TV channels including drama and morning shows as independent variable of the study and elite culture as dependent variable. In Pakistani drama, luxurious homes, expensive cars, parties; use of alcohol & drugs, and romance are there. While morning shows are mostly in agreement on heavy dresses, makeup, dance competitions, wedding ceremonies including mehndi, couple dancing, and song competitions is there. So, the study concludes that the Pakistani dramas and morning shows are mostly presenting elite culture. Gerbner explains that more exposure of TV leads to more adoption of specific content. Heavy viewers and light viewers have different exposure and thinking about program and perceive it in a different way. Bandura tells that when people watch TV content and observe it to perform in a daily life, it leads to a social change. When viewers watch TV drama and morning show, observes characters of these programs as a hero and try to adopt their life style in daily life. Findings of the study show that most of the people adopt elite class culture in their daily life and TV channels, drama and morning shows changing the cultural values and norms of traditional society. (Page 116 of 133) 6.2 Limitation of the Study

Due to limited resources and time, the researcher selects only 600 respondents from Lahore, Gujrat and Islamabad in a quantitative method and selects only two academicians and media professionals in a qualitative method. 6.2 Recommendations

Here are some recommendations for future studies relevant to “Promoting elite culture by Pakistani TV channels”. Current research provided a bottom-line on the entertainment TV channels of Pakistan. This study explored limited areas of the culture, elite class, drama, and morning shows and analysed the effects of these programs on the lifestyle of people. The researcher analysed the media effects on the cultural spectrum, but in further study, psychological, economic and religious factor can also be analysed. There is also a space to study moral character, living standards, growth of the economy, social status, and brand business.

Media has deep effects on the psychology of people, so detailed study on the psychological effects of drama and morning shows on society can also be investigated. PEMRA is a governing body, which regulates all Pakistani TV channels and has formulated a code of conduct for media organizations. In future, researchers can do a study on the role of PEMRA and content of drama and morning shows.

(Page 117 of 133) REFRENCES

Afzal, A. (2010). Negative effects of foreign media. Available at this website: http://www.pakspectator.com/negitiveeffects-of-foreign-media

Ahtesham, Z., T. (1998). The effects of PTV dramas on wedding ceremonies and thoughts, the unpublished Master’s thesis, Bahauddin Zakariya University, Multan.

Alalawi, N., & Al-Jenaibi, B. (2016). A Research into the Fact that Media have Direct Effects on People in Different Ways, Journal of Mass Communication & Journalism, Vol. 6, Issue 1.

Ali, D. (2001). Impact of satellite TV channels on the people living in Lahore, Unpublished Master’s thesis, department of Sociology, University of the Punjab Lahore, Pakistan.

Ali, A. Khalid, A., & Hassan, S., A. (2015). The Impact of Indian Dramas on Language and Dressing of Females, Online Journal of Communication and Media Technologies Vol. 5, Issue. 1.

Altheide, D. L., & Johnson, J. M. (1994). Criteria for Assessing Interpretive Validity in Qualitative Research. In N. K. Denzin & Y. S. Lincoln (Eds.). Handbook of Qualitative Research, pp. 485-499. Thousand Oaks, CA: SAGE.

Anitha, K. (2014). Socio, Economic and Cultural Impact of Soap Operas on Home Makers (A Study in Andhra Pradesh). J Mass Communication. Journalism 4: 189. doi:10.4172/2165-7912.1000189

Ansari, S. (2005). Star plus injecting poison in Pakistani household. The News, September 8 2005.

Arrifin, J. T., Bakar, H. A., & Yusof, N. H. (2018). Korean media strategies in promoting Korean dramas in Malaysia. International Journal of innovative research in engineering & management, Vol. 5, Issue. 1.

Ary, D. (2017). https://www.arydigital.tv/videos/good-morning-pakistan-21st-november- 2017/

Auty, S., & Elliott, R. (1998). Fashion involvement, self-monitoring and the meaning of brands. Journal of Product & Brand Management, 7(2), 109–123.

Aziz, Y. (2003). Cable television, A vision of the future. A report published by Pakistan Electronic Media Regulatory Authority (PEMRA). (pp. 13-16). Islamabad, Pakistan.

Baily, K. D. (1982). Methods of social research (2nd ed.) Free press; London: Collier Macmillan, New York

Bandura, A. (1977). Social Learning Theory. (p. vii). Englewood Cliffs, N. J.:Prentice Hall.

Bandura, A. (1965). Influence of models' reinforcement contingencies on the acquisition of imitative responses. Journal of personality and social psychology, 1(6), 589.

(Page 118 of 133) Bandura, A. (2006b). Toward a psychology of human agency. Perspectives on Psychological Science, 1(2), 164.

Baran, S., J. (2004). Introduction to Mass Communication, Media Literacy and Culture. NYC, USA: McGraw Hill

Baran, S., J., & Davis D.K. (2003). Mass Communication theory; foundation, ferment, and future. Toronto, Ontario, Canada: Thomson Wadsworth.

Barnes, L., & Greenwood, G. L. (2006). Fast fashioning the supply chain: shaping the research agenda. Journal of fashion marketing and management, vol. 10, issue. 3.

Batool, U. (2007). What are impacts of Indian dressing in Pakistan? Society and politics. Available at this source: http://www.blurtit.com/q459730.html

Bessenoff, G. R. (2006). Can the media affect us? Social comparison, self-discrepancy, and the thin ideal. Psychology of Women Quarterly, 30, 239–251.

Bertrand, I., & Hughes, P. (2005). Media Research Methods audiences. Institutions, text, Palgrave Macmillan.

Besley, J. (2006). The Role of Entertainment Television and Its Interactions with Individual Values in Explaining Political Participation. Press/Politics, 11: 41–63.

Blau, J. R. (1986). The Elite Arts, More or Less de Rigueur: A Comparative Analysis of Metropolitan Culture. Social Forces 64(4): 875-905.

Blau, J. R. (1989). The Shape of Culture. Cambridge University Press, Cambridge.

Botta, R. A. (1999). Television images and adolescent girls’ body image disturbance. Journal of Communication, 49, 22–41

Bowers, J., W., & Courtright, J., A. (1984).Communication research methods. Glenview, Ill Scott, Foresman

Brown, R. B. (2006). Doing Your Dissertation in Business and Management: The Reality of Research and Writing, Sage Publications.

Burton, G. (2005). Media and Society: Critical Perspectives, Maidenhead: Open University Press

Butt, A. S. (2000). An analytical study of the role of PTV dramas in educating the masses about women problems (July 2001- June 2002), Unpublished Master’s Thesis, Mass Communication Department, University of Punjab, Lahore.

Catherine, H. (2000). Research Design: Successful Design for Economic and Social Research. Routledge, UK

Cetin, K. B. E. (2014). The Politicization of Turkish Television dramas. International journal of communication. Vol: 8, pp: 2462-2483.

Chan, K. (2008). Social comparison of material possessions among adolescents. Qualitative (Page 119 of 133) Market Research, 11(3), 316–330.

Chauhan, K. (2003). Television and Teenagers. New Delhi, India: Sarup and Sons.

Cheung, C. K., & Yue, X. D. (2000). Idol worshipping for vain glory, illusory romance or intellectual learning: A study in Nanjing and Hong Kong. International Journal of Adolescence and Youth, 8, 299–317.

Cook, D. A., & Beckman, T. J. (2006). Current Concepts in Validity and Reliability for Psychometric Instruments: Theory and Application. The American Journal of Medicine, 119, 166.e7-166.e16.

Condry, J. (1989). The Psychology of Television. Hillsdale, NJ: Lawrence Erlbaum.

Croteau, D., & Hoynes, W. (2003). Media society: Industries, images, and audiences (3rd ed.). Thousand Oaks, CA: Pine Forge Press.

Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research (2nd ed.). Thousand Oaks, CA: Sage.

Creswell, J. W. (2012). Educational Research: Planning, Conducting and Evaluating Quantitative and Qualitative research (4th ed.), Upper Saddle River, NJ: Merrill/Prentice Hall.

Datoo, A. (2010). Media and Youth Identity in Pakistan, Global-local dynamics and disjuncture. Journal of Alternative Perspective in the Social Sciences, Vol. 2, special issue. 1.

Dawn (2012). www.dawn.com/news/73202

Defleur, M., L. and Sandre, B., R. (!989). Theories of Mass Communication, Longman, The University of California.

Defleur, & Dennis. (2010). Understanding Media in the Digital Age. Pearson.

DellaVigna, S., and Kaplan, E. (2007) ‘The Fox News Effect: Media Bias and Voting.’ Quarterly Journal of Economics, 122(3): 1187-1234.

Dickinson, H., T. (2007). A Companion to Eighteenth‐Century Britain, Print ISBN:9780631218371 |Online ISBN:9780470998885 |DOI:10.1002/9780470998885

Diefenbach, D., & West, M. (2007). Television and Attitudes toward Mental Health Issues: Cultivation Analysis and Third Person Effect. Journal of Community Psychology, 35: 181–195.

Dominick, J., R. (1990). The Dynamics of Mass Communication. New York: McGraw- Hill.

Dutceac, A. (2004). Globalization and Ethnic Conflict: Beyond the Liberal – Nationalist Distinction. The Global Review of Ethnopolitics, 3(2): 20-39.

Dutta, K. B. (2007). Mass Media and Society: Issues and Challenges, Akansha Publishing.

(Page 120 of 133) Evrard, Y., & Aurier, P. (1996). Identification and validation of the components of the person-object relationship. Journal of Business Research, 37, 127–134.

Evra, J., van. (1990). Television and Child Development. Hillsdale, NJ: Lawrence Erlbaum.

Farré, L., and Fasani, F. (2013) ‘Media Exposure and Internal Migration – Evidence from .’ Journal of Development Economics, 102: 48-61.

Fatima, H. (2002). Indians films must be band. Nawa-e- Waqt, July 07, 2002.

Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7, 117–140.

Fischer, L., E. (2002). History of European Drama and Theatre. London, Routledge.

Forza, C. (2002). Survey Research in Operations Management: A Process-based Perspective. International Journal of Operations and Production Management, 22 (2), 152-194.

Franklin, A. (2007). Elite culture. The Blackwell Encyclopedia of Sociology. Published by John Wiley & Sons, Ltd.

Gay, L. R., Mills, G. E., & Airasian, P. W. (2009). Educational research: Competencies for analysis and applications, students value edition. Upper Saddle River, NJ: Merrill.

Gerbner, G., and Gross, L. (1976). Living with Television: The violence Profile. Journal of Communication, 26: 173-199.

Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1980). The Mainstreaming of America: Violence profile No. 11. Journal of Communication.

Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1994). Growing up with television: the cultivation perspective. Norwood: Apex Publications.

Hawkins R. P., & Pingree, S. (1983). Televisions influence on social reality. In: Wartella, E.

Helal, M. A. (2013), Towards the Impact of Indian drama serials on Bangladeshi Family system: an overview of people’s perception. Journal of Social Sciences and Humanities. Vol. 8, No. 2, Pp. 024-034

Hepp, A., Hjarvard, S., & Lundby, K. (2015). Mediatization: Theorizing the interplay between media, culture and society. Journal of Media, Culture & Society: Sage. 37(2), pp: 314-324.

Hirsch, P. (1980). The Scary World of the nonviewer and other anamolies: A reanalysis of Gerbner et al.’s findings on cultivation analysis. Communication Research, 7: 403- 456.

Hui, M. K., Zhou, L., Han, C. M., & Kim, D. M. (2003). Foreign products in China retain symbolic value for consumers. Marketing News, 37(13), 22–23.

Hum (2012). www.humnetwork.tv/channels.

(Page 121 of 133) Hum (2012). www.humnetwork.tv/vision-and-mission-statement

Huma, Z. (2015). Analytical Study of Television Drama Narratives, J. Mass communicate Journalism, Vol. 5, Issue 8.

Iqbal, M. (2018). Effects of Turkish dramas on University students: A survey of Pakistani Universities. Journal of mass communication journalism. Vol: 8, Issue: 5.

Jandt, F. E. (2010). An introduction to intercultural communication. Identities in a global community (6th ed.). Thousand Oaks, CA: Sage Publications.

Jenkins, H. (1992). Textual Paachers, New York: Routledge.

Jensen, R., & Oster, E. (2009). The power of TV: Cable television and women status in India. The quarterly journal of economics, MIT press, Vol. 124(3), pp: 1057-1094

Jin, B., & Jeong, S. (2010). The impact of Korean television drama viewership on the social perception of single life and having fewer children in married life, Asian Journal of Communication, Vol, 20, Issue, 1.

Jones, G., L., (1993). Elite culture, popular culture and the politics of hegemony. History of European Ideas, Vol. 16, No. 1-3, pp. 235-240.

Juni, M., S. (2014). Impact of Global media on the culture of Pakistan. (A case study of Layyah city). International Journal of Innovation and Applied Studies. Vol. 8, Issue 3.

Juni, M., S., Kareem, J., Alam, M., K., Haider, I., & Ashraf, A. (2014). Impact of Pakistan Television Dramas on Rural Culture (A case study of District Layyah). International Journal of Multidisciplinary Academic Research. Vol. 2, Issue. 4.

Kahlor, L., B., Gorham, W., & Gilligan, E. (1999). A Reconceptualization of Cultivation as a ‘Good Theory’ with help from the ‘Thin Ideal. Paper presented to the annual conference for education in Journalism and Mass Communication, New Orleans.

Kaluvoya, A. (2016). Portrayal of Minorities in Telugu Soap Operas: An Analysis on Culture and Characterization. J Mass Communicate Journalism 6: 307. doi:10.4172/2165- 7912.1000307

Kayani, A. K., Ahmad, K., & Saeed, A., (2013). Perception about Cultural Globalization in Urban Pakistan, Research Journal of South Asian Studies, Vol. 28, No. 1, pp. 127- 138.

Kellner, D. (1995). Media Culture: Cultural studies, identity and politics between the modern and the postmodern: London. Routledge.

Kellner, D. (2001). Grand theft 2000. Lanham, MD: Rowman & Littlefield.

Kellner, D. (2003). From September 11 to terror war: The danger of the Bus legacy. Lanham, MD: Rowman & Littlefield.

Kellner, D. (2009). Barak Obama & celebrity spectacle. International journal of (Page 122 of 133) communication.Vol:3,pp:1-20. http://ijoc.org/ojs/index-php/ijoc/article/view/559/350

Khan, M. A. & Arif, I. (2009). Media Imperialism and its effects on culture of Pakistan (A case study of youth of Multan), Global Media Journal, Vol. 2, Issue. 1.

Kiran, A., Riaz, A., & Malik, N., H. (2002). Factors affecting change in the clothing patterns of the adolescent girls. International Journal of Agriculture and Biology, Vol. 4, No. 3.

Klein, L. (1995). Politeness for the plebs: Consumption and social identity in early 18th century England in A. Bermingham and J. Brewer, the consumption of culture, London

Lahmo, T., & Oyama, T. (2015). The role of mass media in Bhutan: Accessibility, Influence and its impact. Journal of mass communication & journalism. 5(7).

Leonard, K. M., Scotter, J. R. V., & Pakdil, F. (2009). Culture and communication: Cultural variations and media effectiveness. Journal of administration and society: Sage. 41(7). Pp: 850-877.

Liu, K. (2004). Globalization and cultural trends in China. Honolulu, HI: University of Hawaii Press.

Madni, A. R., Abdullah, M., Hassan, A., & Nawaz, T. (2014). Portrayal of fashion by Turkish & Pakistani dramas on major private TV channels (Hum Tv & Urdu 1) and viewers perception, Asian Journal of Empirical Research, 4(2) 2014. 95-103.

Madni, A. R., Hassan, S., Aziz, F., & Amin, S. (2014). Gender interaction pattern on private television channels’ Turkish & Pakistani dramas and viewers perception, Asian Journal of Empirical Research, 4(3) 2014.

Mahmood, S. (2016). Images of women in Pakistani drama serials (1971-1990); An analytical study, Ph.D. thesis, Department of Mass Communication, .

Majeed, A. (2005). Influence of Star Plus Dramas on Female students of Punjab University. Unpublished Master’s thesis, Department of Mass Communication, University of Punjab, Lahore.

Martin, C. (1998). Relationship marketing: A high-involvement product attribute approach. Journal of Product & Brand Management, 7(1), 6–26.

Martin, M. C., & Kennedy, P. F. (1993). Advertising and social comparison: Consequences for female preadolescents and adolescents. Psychology & Marketing, 10(6), 513– 530.

Mayrhofer, M. & Mathes, J. (2018). Drinking at work: The portrayal of alcohol in workplace- related TV dramas. Journal of Mass Communication and Society, Vol. 21, Issue, 1.

McCracken, G. (1988). Culture and consumption: New approaches to the symbolic character of consumer goods and activities. Bloomington, IN: Indiana University Press.

McDonalds, R. (2010). Television, Materialism and culture: An exploration of imported (Page 123 of 133) media and its implications for GHN. http://www.dspace.cam.ac.uk/handle/1810/226961

McFatter, R. D. (2005). Fashion involvement of affluent female consumers, Master’s thesis, Louisiana State University and Agriculture and Mechanical College. Retrieved from http://digitalcommons.lsu.edu/gradschool_theses/3775/

McKibben, B. (1992). The age of missing information. P.160, Penguin Books, NY, USA.

McLeod, S. A. (2016). Bandura - social learning theory. Retrieved from www.simplypsychology.org/bandura.html

McQuail, D. (2000). McQuail's Mass Communication Theory, (4th Edition), London, Thousand Oaks, New Delhi: Sage Publications.

McQuail, D., & Windahl, S. (1993). Communication models for the study of mass communication. (p.100). London: Longman.

Manifesto, G. (2012). www.asool.geo.tv/geo-menifesto.

Meti, V. (2014). Impact of Television Health Programs on Women: A Study on Gulbarga Television Viewers. J Mass Communicate Journalism 4: 187.doi:10.4172/2165- 7912.1000187

Morgan, M., & James Shanahan, J. (2010). The State of Cultivation, Journal of Broadcasting & Electronic Media, 54:2, 337355, DOI: 10.1080/08838151003735018

Miller, N., E., & Dollard, J. (1979). Social Learning and Imitation. 1941. Westport: Greenwood, 1979. Print.

Morrison, T. G., Kalin, R., & Morrison, M. A. (2004). Body-image evaluation and body- image investment among adolescents: A test of sociocultural and social comparison theories. Adolescence, 39, 155– 167.

Muro, M. & Jeffrey, P. (2008). A critical review of the theory and application of social learning in participatory natural resource management processes. Journal of Environmental Planning and Management. 51(3): 325-344.

Mustaffa, C., S., & Salleh, I., M. (2014). Impact of television drama from audience reception perspective, Social and Behavioural Sciences, Vol. 155, 203-208.

Namdar, H., Hassan, M. & Naseem, M. A. (2013). Effects of local TV drams on consumer behavior of Pakistani females. European Journal of Business & Management, Vol. 5, No. 3, 2013.

Nayatel (2018). https://www.nayatel.com/channelrating/entertainment

Nelson, M. R., & Mcleod, N. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International journal of consumer studies. https://doi.org/10.1111/j.1470-6431.2005.00429.x

Newman, B. M., & Newman, P. R. (2007). Theories of human development: Lawrence

(Page 124 of 133) Erlbaum.

Neuman W. L. (2006). Social Research Methods: Qualitative and Quantitative Approaches, (6th edition), Pearson, University of Wisconsin.

Oxford (2008). https://en.oxforddictionaries.com/definition/channel

Pamela, J., Shoemake, P., J., & Reese, S., D. (1991). Mediating the Message: Theories of Influences on Mass Media Content, (2nd Edition), Longman Publishers, NY.

Pathak (2013). Fashion among students, posted in Essays, Paragraphs and Articles, Retrieved on January 2018 from Http://www.importantIndia.com

Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd edi). Newbury Park, CA: Sage.

Pierce., T. (2007). An overview of the Cultivation Theory. March 4, 2007 from http://uts.cc.utexas.edu/~teri/index

Potter, W. J. (1990). Adolescents’ Perceptions of the Primary Values of Television Programming, Journalism and Mass Communication Quarterly, 67: 843–851.

Potter, W., J. (1991). The Relationships between First and Second Order Measures of Cultivation. Human Communication Research, 18: 92–113.

Potter, W., J. (1993). Cultivation Theory and Research: A Conceptual critique. Human communication research, 19: 564-601.

Rana, A. W. & Iqbal, S. A. (2008). Cultural Transformation through Satellite Cable TV in Pakistan. (An Analysis of Audience Perspective). Global Media Journal, Vol. 1, No. 1.

Rawandeep, V., D. (2011). Impact of Indian Teledrama on Women’s behavior of Sri Lanka International Journal of Communicology, Vol. 1, No. 1.Retrieved from http://www.docin.com/p-497382516.html

Reimer, B., & Rosengren, K., E. (1990). Cultivated Viewers and Readers: A Life-Style Perspective. In N. Signorielli and M. Morgan, eds., Cultivation Analysis: New Directions in Media Effects Research. Newbury Park, CA: Sage

Sassatelli. R. (2007). Consumer culture: History, theory and politics (1st ed.). Los Angeles, CA: Sage.

Saunders, M., Lewis, P., & Thornhill, A. (2009). Research Methods for Business Students, (5th Ed.). Harlow, Pearson Education.

Schiller, H., I. (1976). Communications and cultural domination, New York: M.E. Sharpe.

Scholte, J., A. (2000). Globalization: A Critical Introduction. New York: St. Martin'sPress.

Segrin, C., & R. L. Nabi. (2002). Does Television Viewing Cultivate Unrealistic Expectations about Marriage, Journal of Communication, 52: 247–263. (Page 125 of 133) Shabir, D., Safdar, G., & Imran, M. (2013). Cultural effects of Urdu dramas of GEO & HUM TV on women (A case study of Bahawalpur, Pakistan), The women Annual Research journal. Vol. 5, 2013.

Shah, A. A, Nazir, F., Bhatti, M. B., & Gillani, A. (2016). Cultural effects of Indian Primetime dramas on Female youth of Peshawar (Pakistan). Science International Journal, Lahore. Issue. 28, Volume, 5 (29-34).

Shamsher, R., & Abdullah, M., N. (2012). Effect of Satellite Television on the Culture of Bangladesh: The Viewers Perception, European Journal of Business and Management. Vol 4, No. 9.

Shanahan, J., & Jones, V. (1999). Cultivation and Social Control. In D. Demers and K. Viswanath, eds., Mass Media, Social Control, and Social Change. Ames, IA: Iowa State University Press.

Shanahan, J., Morgan, M., & Stenbjerre, M. (1997). Green or Brown? Television and the Cultivation of Environmental Concern. Journal of Broadcasting and Electronic Media, 45: 118–134.

Sheehan, H. (2001). Irish television drama: A Society and its Stories. Dublin, RTE.

Shungnessy, M., & Stadler, J. (2002). Media and Society. (6th Edition), Oxford University Press.

Shobha, M. (2006). Globalization and its Impact on Families. 4th Viennese Conference on Mediation Vienna, Austria.

Shoemaker, P. J., & Reese, S. D. (1996). Mediating the message. Theories of influence on mass media content (2nd Edition). New York: Longman.

Signorielli, N. (1990). Television’s Mean and Dangerous World: A Continuation of the Cultural Indicators Perspective.

Signorielli, N., & Morgan, M. (1990). Cultivation analysis: New directions in media effects research. Newbury Park, CA: Sage.

Signorielli, N., & Kahlenberg, S. (2001). Television’s World of Work in the Nineties. Journal of Broadcasting and Electronic Media, 41: 305–323

Sigrin, C., & Nabi, R., L. (2002). Does Television Viewing Cultivate Unrealistic Expectations about Marriage, Journal of Communication, 52: 247-263.

Sing, A. I & Kaur, M. (2017). Television Viewership Behaviour: A case study of Punjab. International journal of emerging issues in management and technology 2: 4.

Sohn, S. H. (2009). Body image: Impacts of media channels on men’s and women’s social comparison process, and testing of involvement measurement. Atlantic Journal of Communication, 17(1), 19– 35.

Sotirovic, M. (2001). Media Use and Perceptions of Welfare. Journal of Communication, 51: 750-774.

(Page 126 of 133) Su, J., & Tong, X. (2017). An empirical study on Chinese adolescents fashion involvement. International Textile and Apparel Association (ITAA) Annual Conference Proceedings. 123. https://lib.dr.iastate.edu/itaa_proceedings/2017/presentations/123

Sun, Y., & Guo, S. (2017). Predicting fashion involvement by media uses, social comparison and lifestyle: An interaction model. International journal of communication. Vol: 11.

Synario, B. (2015). https://www.brandsynario.com/top-10-morning-shows.

Tahir, M., & Shafi, B. (2015). The impact of electronic media on youth behaviour regarding informal education in Peshawar, KPK, City University Research Journal, 5(2).

Tanvir, S., Shovo, T., E., A., & Mohsin, K., F. (2014). Cultural Globalization and shifting the cultural identity of youth: Satellite TV perspective, Bangladesh Research Publication Journals, Vol. 10, Issue. 1.

Tariq, S. (2005). The comparative study of PTV and GEO TV in promoting Pakistani culture. Unpublished Master’s thesis Mass Communication Department, University of the Punjab, Lahore.

Tariq, H. (2004). Invasion of Indian culture through movies on high class marriage culture in Lahore. Unpublished Master’s thesis, Department of Mass Communication, Lahore College for Women University Lahore.

Tavakol, M., & Dennick, R. (2011). Making Sense of Cronbach’s Alpha. International journal of Medical Education, 2, 53-55.

Teddie & Tashakkori (2009). Foundations of Mixed Methods Research: Integrating Quantitative and Qualitative Approaches in the Social and Behavioral Sciences. Los Angeles: Sage Publications, lne.

Tylor, E. B. (1920). Primitive culture. New York: J.P. Putnam’s sons. pp. 410.

Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. Lancet (London, England), 376(9748), 1261–1271. doi:10.1016/S0140-6736(10)60809-4

Walliman, N. S. & Walliman, N. (2011). Research methods: the basics, Taylor and Francis.

Wang, N. (1993). Constructing postmodernism: The Chinese case and its different versions. Canadian Review of Comparative Literature, 20(1/2), 49–61.

Wang, C. J., & Lin, X. (2009). Migration of Chinese consumption values: Traditions, modernization, and cultural renaissance. Journal of Business Ethics, 88, 399–409.

Ward, L., & Friedman, K. (2006). Using TV as a Guide: Associations Between Television Viewing and Adolescents’ Sexual Attitudes and Behavior. Journal of Research on Adolescence, 16: 133–156.

Wei, R., & Pan, Z. (1999). Mass media and consumerist values in the People’s Republic of China. International Journal of Public Opinion Research, 11(1), 75–96.

(Page 127 of 133) Wikipedia (2014). https://en.wikipedia.org/wiki/ARY_Digital_Network

Wikipedia (2015). https://en.wikipedia.org/wiki/Hum_Network_Limited

Wikipedia (2012). https://en.wikipedia.org/wiki/Geo_Entertainment

Wimmer, R., D., & Dominick, J. R. (1994). Mass Media Research. (4th Edition). London, UK: Wadsworth, Inc.

Yanagizawa, D. (2009) Propaganda and Conflict: Theory and Evidence from the Rwandan Genocide. mimeo. Stockholm University.

Yousaf, Z., Ali, A., &Khalid, A. (2014). Impact of Indian Dramas on Interaction Behaviour of Female, Journal of Humanities and Social Sciences, Vol 19, Issue 4, 2014.

Zadeh, E. G. & Mozaffari, A. (2014), The impact of satellite TV channels on lifestyle changes for women in Iran, International Journal of Business and Social Sciences, Vol. 5, Issue. 3.

Zafar, M. A., Qamar, A., Asim, M. & Shawar, D. (2013). The impacts assessment of Indian culture on Pakistani society in Faisalabad, International Journal of Research in Social Sciences and Humanities, Vol. 1, Issue. 5.

Zaharopoulos, T. (2001). Traditional Family Relationships and Television Viewing in Greece, Transnational Broadcasting Studies.

Zia, A. (2007). Cable Television Watching Habits of the Youth in Pakistan. Retrieve from pu.edu.pk/images/journal/english/previous_pdf/by%20Anjum%20%20Zia.pdf

Zia, A. (2003). Consumption of cable television, A research report published in: cable television, A vision of the future. (pp. 56-61). Pakistan Electronic Media Regulatory Authority. Islamabad, Pakistan.

Zia, A. (2014). Effects of dramas of Pakistan Television on youth, Middle-East Journal of Scientific Research, 22(9).

Zia, A. (2007). effects of cable television on : A comparative study of heavy and light viewers in Lahore, A thesis submitted to Lahore College for Women University in fulfillment of the requirement for the degree Doctor of philosophy in mass communication.

Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68– 79.

Zhou, S. H., Zhou, P. Q., & Xue, F. (2008). Effects of advertising images on social comparison. China Media Research, 4(1), 1–7.

Zhou, L., & Hui, M. K. (2003). Symbolic value of foreign products in the People’s Republic of China.Journal of International Marketing, 11(2), 36–58.

(Page 128 of 133) APPENDIX-01

QUESTIONS FOR INTERVIEW

Questions Used for Qualitative Data Analysis

1. What is Elite Culture? 2. Do you think that Pakistani drama is promoting western dressing, Luxury homes, parties, and hoteling culture in Pakistani society? 3. Do you think that content of morning shows are promoting dance and heavy dress culture in Pakistan? 4. Do you think that Pakistani drama and morning shows are changing the normative structure and Promoting Elite Culture in Pakistani society?

(Page 129 of 133) APPENDIX-02

QUESTIONNAIRE

Gender: □ Male □ Female Age: □ 18-30 □ 31-45 □ 46-60

Education: □ Metric □ Intermediate □ BA/MA □ M.Phil or Above

Profession: □ Working □ Student □ Household

Marital Status: □ Single □ Married □ Widow □ Divorced

City: □ Lahore □ Islamabad □ Gujrat

Strongly Disagree Agree = SDA, Disagree = DA, Neutral = N, Agree = A, Strongly Agree = SA

1. Which entertainment channel you watch most?

□ Geo Entertainment □ HUMTV □ ARY Digital

2. How many hours do you watch TV on daily basis?

□ 2-4 Hours □ 4-6 Hours □ 6-8 Hours □ 8-10 Hours □ More than 10 Hours

3. Which program/genre you watch most on TV?

□ Drama □ Morning Show □ Fashion Show □All of them

4. Pakistani dramas promote western dressing culture in society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

5. Pakistani dramas changing food habits of society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

6. Pakistani dramas change get together pattern of society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

7. Pakistani drama promoting expensive housing culture in our society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

8. Morning shows are the real face of Pakistani society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

9. Morning shows promoting western hair & makeup styles.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree (Page 130 of 133) 10. Morning shows promoting expensive dresses culture.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

11. Females like to wear expensive dresses in parties and wedding ceremonies.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

12. Morning shows are the best source of entertainment.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

13. Pakistani morning shows and dramas are promoting materialistic and foreign culture.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

14. Morning shows and dramas are the biggest source of fashion inspiration.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

15. People get health and beauty tips from morning shows & dramas are helpful.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

16. Morning shows and dramas highlight social issues of Pakistani society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

17. Pakistani dramas and morning shows are reshaping people view about culture and Fashion.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

18. Dramas and morning shows are promoting elite class culture.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

19. Elite class culture affecting the life style of society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

20. Elite class culture disturbs the religious activities of society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

21. Morning shows promoting dance culture.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

22. Drama promoting alcoholic culture in a society.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

23. Drama content present personal life.

(Page 131 of 133) □ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

24. Content of morning shows present vulgarity

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

25. Content of morning show and drama should be reviewed/ changed.

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

(Page 132 of 133) APPENDIX-03

Turnitin Originality Report Tested on 18-9-2018, by Turnitin Anti Plagiarism Software Provided by Higher Education Commission, Pakistan to the Instructors of the University of Gujrat, Pakistan.

Thesis Title: Promoting Elite Culture by Pakistani TV Channels

Scholar’s Name: Munham Shehzad

Institution: University of Gujrat

PRIMARY SOURCES

SIMILARITY INTERNET PUBLICATIONS STUDENT PAPERS INDEX SOURCES

5 % 0% 0 % 5 %

Internet Source 0%

Publications 0%

Student Papers 5%

1. SSubmi tted to College of Technology London 1%

2. Submitted to Higher Education Commission Pakistan 1%

3. Submitted to University of Oxford 1%

4. Submitted to Majmaah University 1%

5. Submitted to University of Leicester 1%

6. Submitted to Universiti Teknologi MARA 1%

7. Submitted to University of Derbt 1%

8. Submitted to South western Baptist Theological Seminary 1%

9. Submitted to CVC Nigeria 1%

10. Submitted to University of Florida 1%

11. Submitted to University of Wollongong 1%

(Page 133 of 133)