Impact of American sitcoms on the Pakistani youth: a cross-cultural study
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Date
2012
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University of Management and Technology
Abstract
The aim of this study is to investigate the influence of American sitcoms on the youth of Pakistanand explore changes taking place in the mindset of the youth due to the cross-cultural impact. The study also attempted to probe into linguistic influence of these sitcoms. Chapter one mainly focuses on introducing the topic along with a brief overview of why this particular topic was chosen thus establishing the purpose, background, aims and objectives, research hypothesis as well as research questions and implications of the study. It also discusses limitations and delimitations of the study. Chapter two discusses the existing literature especially Fairclough and van Dijk's ideas regarding power and control. However, there is no existing research on CDA and the influence of American sitcoms carried out in Pakistanand media studies carried out abroad are very much focused on the linguistic aspect of sitcoms rather than CDA, thus making this research novel. Therefore, this research had to develop its own theoretical framework based on the existing tenets of CDA rather than follow a fixed or already established method. Chapter three discusses methodology. The study combined qualitative approach with the quantitative method. The study involved respondents between the ages of 18 and 25 belonging to four educational institutions of Lahore, including FAST-NU, BNU, LUMS, and LSE. Focus group and depth interview were administered as the data collection instruments along with survey questionnaire. While respondents for survey questionnaire were randomly chosen, respondents involved in qualitative research went through a screening procedure. Chapter four provides a detailed and in depth analysis of the data gathered, both qualitative and quantitative. Results of the research indicate that while at present the well-educated youth are the ones watching these shows, the fact is they will be the ones in power in future and it is those in power who decide what is acceptable or unacceptable in the society. Chapter five answers research questions and chapter six sums up the findings of the study. The study found that the youth agreed American sitcoms had a massive impact and were very influential. It was noted that a strongly advertised culture seems to be taking over a vulnerable one with the element of neo-colonization very much present as these sitcoms serve as potent tools for controlling minds by simplifying certain concepts through the use of frequent stereotyping. However, the majority perceived this cross-cultural influence and cultural evolution to be negative as it posed threat to their religious values.
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Keywords
Situation comedies (Television programs), Impact (Television program), M.Phil Thesis, American Sitcoms, Pakistani Youth