Journal article Open Access

A sociological investigation of youth's exposure to cultural diffusion through electronic media: On the examples of Pakistani university students

Farrah, Hira Ahmad; Shirwany, Tanvir; Ali, Usman; Ahmad, Qandil

ABSTRACT

It is nearly impossible to ignore the media's enormous influence on the behavioural development of youth. As media freedom in Pakistan is almost embryonic, its impact on the youth has yet to be determined. The utilisation of diverse information resources has assumed a crucial position in the life of the youth. This influence may have both positive and negative impacts on the cognitive, political, and socioeconomic development of youth. This study investigates the channels and effects of cultural diffusion on university students in the Faisalabad district of the province of Punjab. The research was carried out using a multistage sampling strategy. As a part of this process, two universities, namely UAF and GCUF, were chosen to participate in the study utilising a simple random case sampling method. The proportionate sampling method was utilised to choose a total of 43 and 77 students, respectively, from two different clusters. The findings indicate an association between age and the perception that electronic media promotes cultural familiarity. Education level relates with respondents' perception that electronic media induces stress. The respondent's family income also affects their perception that electronic media dissatisfies youth. In fact, according to the findings of this study, an overwhelming majority of respondents experience stress, both physically and mentally. Inadequate sleep, which leads to decreased cognition, and a neglect of family involvement in extracurricular activities like sports are other contributing factors. By disclosing these findings, this study has contributed to the discourse on cultural diffusion and filled the gap in cultural diffusion research that currently exists in the Pakistani academic community.

 

 

Files (355.5 kB)
Name Size
V2.N2.PP20-29.pdf
md5:ab7dc132554cf93461ed243ffc6642d8
355.5 kB Download
  • Afzal, F., Lim, B., & Prasad, D. (2017). An investigation of corporate approaches to sustainability in the construction industry. Procedia Engineering, 180, 202-210. https://doi.org/10.1016/j.proeng.2017.04.179

  • Abedniya, A., & Mahmouei, S. S. (2010). The impact of social networking websites to facilitate the effectiveness of viral marketing. International Journal of Advanced Computer Science and Applications, 1(6). https://doi.org/10.14569/IJACSA.2010.010621

  • Bushman, B. J., & Huesmann, L. R. (2006). Short-term and long-term effects of violent media on aggression in children and adults. Archives of pediatrics & adolescent medicine, 160(4), 348-352. https://doi.org/10.1001/archpedi.160.4.348

  • Chacko, R. M. (2012). Strength Of Internet Ties And Impact of Facebook on Youth (Doctoral dissertation, Christ University).

  • Correa, T. (2016). Acquiring a new technology at home: A parent-child study about youths' influence on digital media adoption in a family. Journal of Broadcasting & Electronic Media, 60(1), 123-139. https://doi.org/10.1080/08838151.2015.1127238

  • Denniston, M. M., Swahn, M. H., Hertz, M. F., & Romero, L. M. (2011). Associations between electronic media use and involvement in violence, alcohol and drug use among United States high school students. Western Journal of Emergency Medicine, 12(3), 310.

  • Ehsan, S. (2012). Media influence on youth, Pakistan observer, 26th April, Available at this website: Media%20influence%20on%20youth.htm

  • Huesmann, L. R. (2007). The impact of electronic media violence: Scientific theory and research. Journal of Adolescent health, 41(6), S6-S13. https://doi.org/10.1016/j.jadohealth.2007.09.005

  • Ibrahim, S. G., & Bibi-Farouk, F. I. North Asian International Research Journal of Social Science & Humanities.http://www.newspakistan.pk/2012/04/07Indian-cultures-influencing-pakistani-culture.

  • Lampert, T., Sygusch, R., & Schlack, R. (2007). Use of electronic media in adolescence. Results of the German Health Interview and Examination Survey for Children and Adolescents (KiGGS). Bundesgesundheitsblatt, Gesundheitsforschung, Gesundheitsschutz, 50(5-6), 643-652. https://doi.org/10.1007/s00103-007-0225-7

  • Muslim, I., Sarwar, M. S., & Bajwa, A. M. (2020). Endorsement of Diverse Cultures in Less Developed Areas: A Study to Understand the Effects of Cable Television in Southern Punjab. Pakistan Social Sciences Review, 4(3), 711-720. https://doi.org/10.35484/pssr.2020(4-III)50

  • Maher, T. V., & Earl, J. (2019). Barrier or booster? Digital media, social networks, and youth micromobilization. Sociological Perspectives, 62(6), 865-883. https://doi.org/10.1177/0731121419867697

  • Place, P. A. I. I., Equality, I. S. M., Policy, P., & China, P. I. (2015). Benghazi Deserves A Better Ending. Journal of Politics, 17.

  • Potter, W. J. (2008). Arguing for a general framework for mass media scholarship. Sage. http://books.google.com/books?id=H9u9E2wsVjAC&pg=PA32.

  • Twenge, J. M., Martin, G. N., & Spitzberg, B. H. (2019). Trends in US Adolescents' media use, 1976-2016: The rise of digital media, the decline of TV, and the (near) demise of print. Psychology of Popular Media Culture, 8(4), 329. https://doi.org/10.1037/ppm0000203

  • Toyon, M. A.S.(2021). Explanatory sequential design of mixed methods research: Phases and challenges. Research in Business and Social Science, 10(5), 253-260. https://doi.org/10.20525/ijrbs.v10i5.126

  • Wolak, J., Mitchell, K. J., & Finkelhor, D. (2007). Does online harassment constitute bullying? An exploration of online harassment by known peers and online-only contacts. Journal of adolescent health, 41(6), S51-S58. https://doi.org/10.1016/j.jadohealth.2007.08.019

  • Zhang, X. M., & Zhu, F. (2011). Group size and incentives to contribute: A natural experiment at Chinese Wikipedia. American Economic Review, 101(4), 1601-15. https://doi.org/10.1257/aer.101.4.1601

165
113
views
downloads
All versions This version
Views 165165
Downloads 113113
Data volume 40.2 MB40.2 MB
Unique views 150150
Unique downloads 102102

Share

Cite as