Exposure to foreign media and changing in cultural traits- A Study Conducted In District Sargodha and Multan

In every society it is the natural phenomenon that the true representative of its culture is said to be always the educated class and youth which firstly brings any change and then pervades it in to the society. Different channels are driving away our cultural boundaries, shaping the perceptions and dreams of ordinary citizens, affecting our language, influencing traditional values and ways of thinking for a long time. This study presents the sociological analysis of the cultural imperialism of international media on Pakistani youth. The main objectives were to examine the people perception about International media that to what extent they are changing our cultural patterns and to find out the role of Media in shaping their social behavior. Besides this, the researcher examined the respondents" views about media influence on our identity. A sample of 150 students was selected from different departments of University of Sargodha and Bahauddin Zakariya University Multan. Multistage sampling technique were used for the selection of respondents for the study, in the first stage, simple random sampling technique was used to select five departments from each university and in the second stage researcher has selected 15 students from each department through convenient sampling technique. A structured questionnaire was used as a tool for data collection procedure for evaluating the responses among dependent and independent variables. The results indicate that International media strongly influence youngsters in negative direction. The researcher also found that international channels has vital role in replacing Pakistani culture with foreign cultures and changing life style, language and other aspects of Pakistani people. The results of the study showed that youngsters frequently watched international channels and frequent exposure to these channels plays a significant role in shaping their life style and identity. The results shows that media has a direct impact on cultures by mesmerizing viewers with entertainment cultural products, fast music, popularizing different fashions, lifestyles, language and cultures. Media channels are assumed to erase difference among human societies and create a universal culture in which particular characteristics of national and local cultures are no longer relevant. Media is seen as a modern form of