PROMOTION OF MODERNISM THROUGH THE INFLUX OF PRIVATE CHANNELS IN PAKISTAN

Abstract

Media plays a constructive role in the progress of any country. Either it can help the country in achieving its objectives and goals by highlighting and updating the problems of the society. On the other hand, media can also contribute towards the failure of any country by distorting the image of the country; spoil everything by distracting the attention of the people from important issues in order to control the mind of the people. In Pakistan drama is one of the major source of entertainment and very popular among the audience. Therefore, everyone talks about it every time but in the past these dramas based on strong story however, recently, these dramas were changed massively. The main goal of this paper is to investigate and find out whether modernism being promoted through the Pakistani dramas has positive or negative impact on the audience along with its impact on the culture and norms of Pakistani society. Present study was completely designed as qualitative research study. This study aimed at investigating the promotion of modernism with the help of dramas aired on private TV channels, therefore, present study was design to conduct the content analysis of the themes presented through the dramas. Moreover, the population of present study is comprised of all the private channels and dramas presented on these private channels. The sample was collected from the whole population by using purposive sample technique. Researcher selected almost 10 dramas by using purposive sample technique. For the present study, researcher used two data collection tools. One includes content analysis another tool includes media content analysis. The findings revealed that the elements of modernism have deep impact on the stories and themes of dramas. Moreover, the popular themes of Pakistani dramas are based on class struggle, quest for the identity, westernization and loss of religion and cultural values. Keywords: Television, Dramas, Modernism, Media, Society