Abstract
This study investigates the framing of cultural values presented in Pakistani TV dramas. Cultural values are categorized in two major categories, 1) modern values and 2) traditional values. Quantitative content analysis method is used to analyze (N=154) episodes of three entertainment TV channels, a) Geo, b) ARY, and c) Hum TV. Codebook and coding sheet were developed for data coding. To achieve inter-coder reliability, two independent volunteer coders were asked to code 10% of the data. Result of Cronbach’s Alpha test confirmed that data collection tool is reliable. Results show that female characters framed more than male characters in terms of cultural values. Independent sample T-test was applied to statistically analyze the data. Results show that major roles in all the three dramas were associated with modern values.
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