1. Introduction

Hassan & Tayyab., Journal of Research and Reviews in Social Sciences Pakistan, Vol 4 (1), 2021 pp 1029-1044 Contents lists available http://www.kinnaird.edu.pk/ Journal of Research & Reviews in Social Sciences Pakistan Journal homepage: http://journal.kinnaird.edu.pk INTERPLAY OF POLITICAL ECONOMY OF CULTURE AND CULTURAL INDUSTRIES OF PAKISTAN Tayyaba Latif1, Ali Hassan1* 1 Department of Media Studies, The Islamia University of Bahawalpur Abstract Article Info This article explores the concept of political economy of *Corresponding Author culture and cultural industries of Pakistan. This is Email Id: [email protected] basically a literature review of the existing writings on this issue as well as a critical analysis of the content producing by these cultural industries of Pakistan particularly in the light of Adorno & Horkheimer idea of “Culture industry” as a tool of “mass deception”. This article also talks about structure of power own by media owners in Pakistan as well as how media commoditized its audiences for the sake of revenue and more profits. All Keywords the real world examples from Pakistani media are chosen Political economy, Culture, Commodification on the basis of their relevancy. of audience, Mass deception 1. Introduction eminent culture pitches to select perceiving buyers, (Mosco, 2009) defines political economy “the social while, low mass created culture focused at the non- relations, particularly the power relations that cerebral feel, offer all more enormously. So, in this mutually constitute the production, distribution, and manner the commodification of culture, particularly consumption of resources”. So, the political in media ponders, nourishes into the “political economy of culture with reference to media is economy of production”. Theodor Adorno and Max adopted when media becomes an industry with the Horkheimer from Frankfort School spearheaded the most important motive of earning profit rather than basic and multidisciplinary proposition to deal with to preserve and promote the cultural artifacts in the cultural appraisal that consolidated literary society. This is commencing on the presumption that examination, groups of onlookers and political 1029 Hassan & Tayyab., Journal of Research and Reviews in Social Sciences Pakistan, Vol 4 (1), 2021 pp 1029-1044 economy of the culture produced by the media to (Golding & Murdock, 1996). Now a day’s culture is comprehend the ideological and social effects of contaminating everything with similarity. Cinema, mass culture and interchanges. Their development of radio, Television and magazines form a network. the idea of 'culture industries' made the pathway for Each limb of culture is consistent inside itself and all subsequent investigation of the properties and are consistent simultaneously. Indeed, the aesthetic outcomes of mass-delivered culture for business appearances of political contrary energies broadcast purposes. They determined that in which way the same unbend-able mood. All forms of mass cultural artifacts like music (Adorno, 1932, 1938), culture under business monopoly are radio soap operas (Herzog, 1941), literature, indistinguishable, and the shapes of its skeleton, the (Lowenthal, 1949), exhibited the characteristics like theoretical armature manufactured by restraining all other commodities of mass production; infrastructure, are starting to emerge. Movies and particularly “Standardization, Commodification and radio never again need to introduce themselves as Massification” (Goodwilliam, 2014), (Adamu, form of art. In fact, they are only business is utilized 2017). In media and communication studies the as a belief system to legitimize the waste they political economy basically evaluates the power purposefully create. The premise on which connections among media consumers, producers and innovation is picking up control over society is the wholesalers from domestic level to worldwide energy of those whose monetary position in the viewpoint, as well as financial and political agendas public arena is most grounded. Specialized of media. Following this way, (Garnham, 1994) levelheadedness today is the reason-ability of evaluates that content of the media all in all mastery. It is the compelling character of a general financially adapted and controlled by product public distanced from it. Vehicles, atomic bombs, generation industries. The content of media and movies hold the totality concurrently, until the additionally has ideological capacities and expressly point when their leveling component exhibits its works inside legislative issues. Media evaluation energy against the very arrangement of inequality it from political economy frame of reference served. Everybody should carry on suddenly as particularly focuses on how informative exercises indicated by a "level" controlled by files and to are organized by the unequal dissemination of choose the classification of mass item fabricated for material and illustrative assets. Four historical their sort. The results of the way of culture industry procedures: Developments of the media, are with the end goal that they can be vigilantly augmentation of corporate achieve overwhelmed even in a condition of diversion. “commodification” and the changing part of the Culture is an incomprehensible ware. It is so totally government and state intercession is imperative in subject to the law of trade that it is never again the exchange of political-economy of mass media exchanged; it is so aimlessly compared with utilize 1030 Hassan & Tayyab., Journal of Research and Reviews in Social Sciences Pakistan, Vol 4 (1), 2021 pp 1029-1044 that it can never again be utilized. Hence it anatomizes – specific scenes in the lives of people converges with the promotion. The more useless the (Adamu, 2017). The function of media is to create last shows up under monopoly the more supreme consciousness; but media produced just a single item culture moves toward becoming. Its intentions are – audiences. It implies that all media collected, sufficiently monetary (Adorno & Horkheimer, bundled, and sold groups of people to sponsors. 1944). Content was optional like a free lunch, best case 1.1 Significance of the study scenario. Media ventures were neither dream This paper gives an account of the content producing production lines nor cognizance businesses: they are by Pakistani media in different genres. It also “hunter gatherers” of the group of onlookers provides an overview to evaluate that how the (Smythe, 1977). The prime capacity of the whole cultural industries domestically as well as globally media is to create group of audience, the potential producing the cultural artifacts with the sameness. purchaser group. In the overall relationship of This paper tends to explain that how cultural market with media, groups of audiences are industries are manipulating the minds of their indispensable to the point that cost of publicizing audiences. It also analyzes that how these industries spot is controlled by size and social aggregation of are selling their viewers as a commodity to the the media consumers. They are actually the advertisers to get more financial benefits. This study "principal commodity" in the mass communications will also help to develop the critical thinking industries (Mosco, 1996). Political economy regarding the role of media in the preservation and intellectuals additionally contend that the presentation of cultural artifacts in the audiences’ industrialist class uses media, once in a while with mind. the assistance of the state. It tends to settle the talks 2. Literature Review of the general public and control individuals' Commodification of culture, an inexorably observations from various measurements. noteworthy strand in basic explanatory discourse of Then again, media additionally keep up systematic culture, centers consideration on what emerges when association with pressure groups for its own culture is delivered on a mass utilization scale, and particular monetary need and correspondence of dispersed in coordinate rivalry with other privately intrigue those keep the socio-political request created social items (Enzensberger, 1974). Cultural unperturbed alongside guaranteeing benefit elements, especially social portrayal in any type of expansion for the media proprietors while media is a solid factor in the edibility of messages actualizing industrialist philosophy (Herman, encoded in the different types of pop culture. Media Chomsky, & Hall, 2002, 1989). To study the speaks to all the more in this way, visual media phenomenon of political economy of culture and which delineates and remake – and additionally function of culture industries two theories are most 1031 Hassan & Tayyab., Journal of Research and Reviews in Social Sciences Pakistan, Vol 4 (1), 2021 pp 1029-1044 relevant because these ideologies uncover the whole 3. Cultural Industries in Pakistan phenomenon. First theory is presented by (Meehan, The expression "cultural industries" incorporates 1984) “Gendering the commodity audiences” "human expressions and innovative segments that contends that media industries not just have a envelop yet are not restricted to, distributing, commodity message and viewers are also identifying cinema, music, photography, outline, design and as commodity yet additionally have commodity tourism (Singh, 2006). A report published by British evaluations. She focuses on the significance of the Council reveals that Pakistan's cultural and inquiry "how do appraisals and the evaluations innovative ventures

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