MARYAM KHAN2025-09-192025-09-192020https://escholar.umt.edu.pk/handle/123456789/6640Culture is closely linked with media and media plays crucial part in promoting the cultural values of a country. Through extensive literature, role of traditional media in promoting the cultural festivals and rituals is evident and cannot be denied but today through the diffusion of social media the process has been accelerated considerably.enThesis