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MEDIA IMPERIALISM AND ITS EFFECTS ON THE CULTURE OF PAKISTAN

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1 MEDIA IMPERIALISM AND ITS EFFECTS ON THE CULTURE OF PAKISTAN By AMBREEN AFTAB 62-SS/MSMC/F09 DEPARTMENT OF MEDIA AND COMMUNICATION FACULTY OF SOCIAL SCIENCES INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD 2011 2 ABSTRACT The cultural imperialism term is mainly replaced by the media imperialism in this globalized world where the global media is playing the major part of creating the global culture. Pakistan is a developing country who is facing the problems of cultural invasion and imperial
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  1 MEDIA IMPERIALISM AND ITS EFFECTS ON THECULTURE OF PAKISTAN By   AM B REEN AFTA B  62-SS/MSMC/F09DEPARTMENT OF MEDIA AND COMMUNICATIONFACULTY OF SOCIAL SCIENCESINTERNATIONAL ISLAMIC UNIVERSITYISLAMA B AD2011  2   A B STRACT The cultural imperialism term is mainly replaced by the media imperialism in this globalized world where the global media is playing the major part of creating the global culture. Pakistanis a developing country who is facing the problems of cultural invasion and imperialism due tothe persuasive and pervasive influence of foreign content on Pakistani channels in theentertainment gala.This research study will identify and analyze cultural aspect with regard to the entertainment  programs of Pakistani private TV channels. For this purpose it has been explored what effects foreign channels have on Pakistani channelsthen these effects have been correlated with the effects on society through   the qualitative content analysis of media cultural products which includes different categories of programs like film,drama, music fashion & film award shows.  3   Table of Contents CHAPTER 1 INTRODUCTION «««««««««««««««««««««««««««««««««««««««««««««««.. 3STATEMENT OF THE PROBLRM «««««««««««««««««««««««««««««««««««««««««. 4OBJECTIVES OF THE STUDY ««««««««««««««««««««««««««««««««««««««««««« 5RESEARCH QUESTIONS «««««««««««««««««««««««««««««««««««««««««««««. 5HYPOTHESIS ««««««««««««««««««««««««««««««««««««««««««««««««««. 6SIGNIFICANCE OF THE STUDY ««««««««««««««««««««««««««««««««««««... 6 CHAPTER 2 LITERATURE REVIEW ««««««««««««««««««««««««««««««««««««««««««««««. 7METHODOLOGY ««««««««««««««««««««««««««««««««««««««««««««««««« 8WORKPLAN «««««««««««««««««««««««««««««««««««««««««««««««««««. 9REFRENCES ««««««««««««««««««««««««««««««««««««««««««««««««««« 10  4   CHAPTER 1 INTRODUCTION In the age of information technology, we cannot underestimate the role of Mass Media as a great³agent of change´ in the society. Nowadays we frequently encounter media campaigns on TV,Radio, Internet or newspapers or magazines. There are so many ³pieces of information´ whichare carefully designed to mould attitudes and public opinion. Media has become a very effectiveand powerful weapon through which ³authorities manipulate social attitude and behavior. Mediais producing information and entertainment day and night throughout the world.The Twentieth century has been described as the age of mass communication revolution. MassMedia came up in a big way and its influence on people was very powerful. This was recognizedfor the first time scholars and researchers in the area came to realize that mass communicationhad for reaching and pervasive effects on the audience. The messages were directed, pointed andextremely influential.Herbert Schiller, one of the best known writers on media imperialism defined culturalimperialism as the sum of the process by which a society is brought into the modern worldsystem and how its dominating stratum is attracted, pressured, forced, and sometimes bribed intoshaping social institutions to correspond to, or even promote, the values and structures of thedominating center of the system. According to Dr. Mehdi (2004) ³Cultural Imperialism´ was a term to be used to explain therelationship between the culture and the media in the Third World, before the global village and globalization terms became popular in the world.Tomlinson (1991) Cultural imperialism' can refer to either the forced acculturation of a subject population, or to the voluntary embracing of a foreign culture by individuals who do so of their own free will. Since these are two very different referents, the validity of the term has beencalled into question. The term cultural imperialism is understood differently in particular discourses. E.g. as media imperialism or as discourse of nationality The societies today cannot remain isolated from globalization. Globalization is considered to astage of µdevelopment¶. It is a process of social change by changing the geographical and culturalBarrier of countries and continents.Historically, imperialism referred to selected powerful nations colonizing land not alreadycontrolled by other power rivals. This frequently resulted in a conquering of natives¶ cultures. Inthe same way this act of imperialism has continued but this imperialism is taking place through adifferent way. Today the globalize media has also been involved in the debate.
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