A Sociological Study about Effects of Global Media on Youth Culture in Dera Ghazi Khan

Abstract

The study employs quantitative techniques to support the theory, using a structured approach to forecast causal relationships, measure variations and describe population characteristics. Conducted in Dera Ghazi Khan, the research targets 300 university students selected through a two-stage sampling process. In conclusion, the findings highlight the significant impact of global media on various aspects of culture, including food preferences, music, language, and dressing styles. The majority of respondents acknowledge that global media influences their culture with Chinese cuisine being most prominently promoted, and the widespread appeal of Pop & Rock music. Furthermore, global media's promotion of foreign cultural practices is seen as encouraging the adoption of such practices, especially among the youth. Additionally, there is a clear association between the promotion of global media dressing styles and the perception of cultural changes. The preference for fast food over home-cooked meals and the increasing use of English in academics, influenced by global media's promotion of certain accents, further emphasize the growing influence of global media on lifestyle choices. Recommendations for future research could explore strategies to balance global media influences with the preservation of cultural heritage, especially in educational and community settings.