Acculturation through global media: Perceptions of University Students in Dera Ghazi Khan, Punjab-Pakistan

Abstract

This study assessed global media (Satellite TV and Internet) exposure of students enrolled in Ghazi University and Education University campus, Dera Ghazi Khan and its effects on cultural identity through observing change in their language, eating habits, dress, ways of celebration, social relations, attitude toward traditional gender role and leisure time preferences. Total 360 respondents were selected purposively (who used global media) equally divided between Ghazi University and Education University campus and were interviewed through a structured interview schedule. The results showed that the majority of respondents were heavy viewers and used the global media for the sake of entertainment, news, information, and fashion. They like to speak words of foreign languages in their daily conversations; enjoy eating foreign food both at home and restaurant; follow dressing style of media celebrities and wear foreign dresses occasionally. They like foreign music, movies and ways of celebrating events. They spent their leisure time in watching satellite TV and chatting friends via cell phone/internet. It was concluded that global media is promoting popular culture and influencing local culture and traditions of local community. It is suggested that media regulatory authorities and owners should perform their role to promote local cultures to preserve ethnic diversity in Pakistan