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ABSTRACT: Each community has its own culture and culture represent the identity of a specific community. Culture is a way of living of the people of any community. The culture of Pakistani is pure Islamic culture and Islam is official religion of Pakistan. The present study is conducted to explore the influence of Indian culture on Pakistani society in Layyah because Indian entertainment channels are most popular in Pakistani society. Main aim of this study was to explore the impact of Indian TV dramas and movies on the Pakistani cultural norms and values. Using multistage sampling technique 120 viewers were selected from Layyah city. Findings of this study show that Indian dramas and movies are directly influencing the Pakistani culture. In this way cable TV network is main source to promote the Indian culture in Pakistan.
KEYWORDS: Culture, Media. Indian Media, Society and TV Dramas.
INTRODUCTION
Each human society in the globe has its own particular culture because it is the identity of a particular society. In sub continent Muslim society is mostly influenced by the Hindu culture due to living to gather (Murtaza, 2007). Culture of any society deals with basic elements of culture which includes language, social norms and values, attitude and belief system which are mostly practiced by the individuals of a given society (Lane and Ersson, 2007). The term culture refers to various meaning which is stated that it is the way of living and way of interaction of individuals with each others. According to some researchers culture is an education for the individuals because culture inform the people that how to live in the society and how to practice the particular values in the society. Culture creates possibilities for the survival of peoples. But to the globalization of media culture is changing in the under developing nations (Tylor, 1920).
Culture highlights the each angle of human life such as way of living, and interaction with others. In reality our thinking is also the depiction of our culture because culture teaches us everything. Due to media culture of different societies is changing and culture is also share by the members of a social system (CIL, Canada 2005). Culture has two distinct kinds which deal with material and non material culture....