Modernization in Pakistani Dramas and its Influence on the Youth: A Case Study of Lahore Youth

Abstract

This study explores the influence of Pakistani dramas on Lahore's youth, specifically university students, recognizing their significant role in shaping cultural perceptions and behaviors. It is essential to understand this impact to assess the broader societal implications of these dramas. Using a sample of 100 university students in Lahore selected through simple random sampling, the study collected data via questionnaire and analyzed it using SPSS. The Social Learning Theory and Cultivation of Media framework were applied to the data analysis. The findings suggest that Pakistani youths, particularly females, are highly receptive to the lifestyles and cultures depicted in modern television dramas, impacting the social and cultural landscape of society. This study underscores the significant influence of Pakistani television dramas on youth, prompting the adoption of cultural and lifestyle elements portrayed in these dramas. Future research could delve into additional dimensions of television dramas to deepen our understanding of their societal impact.