Published June 6, 2022 | Version v1
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A sociological investigation of youth's exposure to cultural diffusion through electronic media: On the examples of Pakistani university students

  • 1. Department of Rural Sociology, University of Agriculture, Faisalabad, Pakistan
  • 2. CMH Institute of Medical Sciences, Bahawalpur, Pakistan



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.





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