Abstract
Cultural imperialism, often propagated through media, influences identities, values, and norms, either forcibly or through voluntary adoption. This study examines how Indian media, as a form of soft power, indirectly reshapes Pakistani cultural norms—particularly gender roles and marriage practices—through the mediating role of local TV dramas. Given Pakistan’s historical tensions with India and widespread digital access to Indian content, Pakistani dramas often adapt Indian narrative tropes, conflating Indian culture with modernity and progress while localizing them for domestic audiences. Using a mixed-methods approach, this research analyzes eight prime-time Pakistani and Indian dramas (2021–2023) and surveys 775 urban and rural viewers. Findings reveal that 90% of Pakistani dramas incorporated Indian cultural themes, reinforcing patriarchal tropes in marital conflicts while increasing acceptance of gender discrimination. Pakistani TV dramas significantly mediate the relationship between Indian media exposure and shifting cultural norms in Pakistan. The study suggests policymakers incentivize local narratives that challenge regressive norms while regulating cross-border content flow. Implications for media stakeholders, cultural industries, and regulatory bodies are discussed, alongside future research directions on mediated cultural influence.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
LOCAL MEDIA, TV DRAMA, MEDIA IMPERIALISM, INDIRECT INFLUENCE, CULTURAL NORMS
