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Promoting Elite Culture by Pakistani Tv Channels ______ 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, Pakistan, 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, Lahore 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 GEO Entertainment --------------------------------------------------------- 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
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