The Role of Media in Spreading Westernization

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The role of Media in spreading westernization.Westernization has been spread through out our country because of the media. The TV

channels shows various newscasters and different characters in the dramas wearing

westernized clothes. In addition to this, intimate scenes are becoming more common in TV

programs. Even our Lux Style Awards depict the western style of dressing and decor.

The catalougs, magazines, billboards etc clearly show the impact of westernization all over

Pakistan. You can see the catalougs of StoneAge for example. Magazines and certain tv

shows discuss extremely open issues that are out of the scene if people take into account

our culture, tradition and religious values.

This is what, following, western liberal concepts has done to us. We don't even remember

our own values and beliefs and therefore we are getting entrapped deeper into the web of

westernization (so called advancement that is considered essential for development!!!)

Govt fails to stop spread of western culture: Qazi2

Islamabad—Former Ameer Jamaat-e-Islami Qazi Hussain Ahmed has appealed media to avoid onair such entertainment programs that harm theideology of Pakistan, adding that the advertisementscan make according to our own culture despite enhancing immoral advertisements.

Talking to media in Supreme Court premises Qazi Hussain Ahmed said that constitution of Pakistanassures the provision of fresh environment to the masses of state. He said that legal and illegalchannels are paying programs against the ideology of the Pakistan and objective resolution

and Western culture is being promoted by the programs.

Qazi said that government is not playing its due role to stop the Hindu and western culture, so I(Qazi), Justice retired Wajihuddin and Muhammad Hussain Mehnati have written separate letters toChief Justice of Pakistan Iftikhar Muhammad Chaudhry for taking suo moto notice on the situation.Qazi said that Chief Justice taking notice of letters had directed to PEMRA to take action againstsuch programs but PEMRA failed to take actionagainst channels and CJ has converted the lettersinto the petition. The hearing of the petition was fixed today (Friday) but due to hearing of petitionsagainst contempt law court could not took up the hearing and adjourned the hearing till August 02,Qazi said.

I have appeared today and would also come to the court on next date of hearing, Qazi said.

Responding to a question Qazi said that we have no care of any person who favours such immoralprograms and judiciary also should also do so, because constitution assures the provision of freshenvironment.

It is worth mentioning here that apex court could not hear the Qazi Hussain Ahmed’s petition fileagainst obscene and other objectionable material being carried in media due to hearing of constitutional petitions against new contempt law act..—SANA

http://pakobserver.net/201207/28/detailnews.asp?id=166910





Thursday, April 26, 2012 - Pakistan is one of those developing countries which are suffering from

western culture due to foreign and private channels on satellite or cable network. With emergence of

these channels, the whole media industry has been commercialized. It gains popularity as time

passed. Our social values are changing slowly and steadily. The results of surveys prove that due to

increase and explosive growth of cable & satellite transmissions, affects the youth of Pakistan

especially by changing their thoughts, minds, beliefs, cultural values and daily life style.

Moreover these are changing eating habits and dinning culture, now people started liking the

western food due to the advertisements and demonstrations on channels. People like hostelling at

expensive food points instead of eating at home. It is our common observation that, increase in the

number of channels, has taken over the practice of reading. Hence affect the reading culture, which

passively stunts the human capabilities. Our youth become weight conscious as well as having perfect

body shape due to media influence.Indian culture, are getting popularity due

tocable television transmission which promote the modern way of life. We observe unlimited

glamour in dramas which playing an important role in putting the people in psychological conflicts.

These channels are extinction the shyness among viewers, more boldness, blunt attitude has been

prevailing in society, promoting more liberalism and modernism in Pakistani society and youth.

Viewers felt a change in their outlook towards life and became more broad-minded. It is general

observation that people follow the celebrities shown in media. They start idealizing and seem them

as role models. Fashion and style introduced through celebrities is considered as latest and advanced

in our society.

Social interaction is a part of Pakistan’s culture. Families in Pakistan welcomed people at their

homes, arrange gatherings, meet frequently with their friends, family, neighbors and relatives to

interact, spend leisure time, share their feelings, emotions and family matters with each other. Proud

nations take pride in promoting and expanding their language. Cable channels are affecting the

language of Pakistani people, now people feel proud when they speak English and those who cannot

speak English frequently try to incorporate English words in their regional and Urdu language to

leave good impression on others. Traditions play an important part in every culture as well as

formation of cultural identification. Impact of foreign traditions that are being introduced through

media has great influence on our religious traditions. Majority of the people admitted that they

follow Hindu traditions in marriages, start celebrating Valentine’s Day, Holly, Halloween and

Bonfire aligned with Pakistani norms and traditions. Our media try erosion of Pakistani culture and

introducing Indian and western culture in the country. Traditionally, Pakistan has a culture for

arrange marriages. Mostly parents or relatives select life partner for their children. Today, due to

media influence, culture of love marriages get popular, now children select their life partners by their

own choice. As a result, many of marriages cant successful. Marriage ceremonies which showing on

today’s media especially in dramas are not in accordance with our Islamic traditions. They are

influence by Indian culture by showing attractive marriage traditions, expensive dresses, jewellery,

stage decoration, plying Indian songs and dances during the marriage ceremony. We all agreed thatmarriage functions in high class are following the same patterns shown in dramas, where as Islam

teaches simplicity. So it is a time to think that where we stand?

Our media is exhibiting foreign and Indian films without any substantial censorship policy. Many

Pakistani private channels are telecasting foreign and Indian films, festivals & shows. Now our

channels start producing and arranging such musical and dance shows by following their footsteps in

which boys and girls dance together and wearing nude dresses.



In Pakistan, our drama industry made sudden impact on minds of peoples. Our Pakistani drama

channels such as Indus Vision, ARY digital, Hum TV and Geo entertainment etc, are highly

influenced by Indian and western channels and trying to compete with these channels to serve as the

trendsetter for our society. They are losing its cultural identity by show off, glamour, romance etc.

The Indian dramas & films have frequent and intensive negative impact on our social, cultural,

religious beliefs and values of Pakistani youth. We all are accepting it. The effects are clearly visible

on lifestyles, food, dressing, language, traditional celebrations and religion. When we look around us,

find fashion every where, girls or boys wearing fashionable clothes, sitting together, fully makeup,

stylish hair cuts etc. Teenagers fond of burgers, coke and hostelling. Thus, we can say that media is

mow introducing new trends, behaviors, attitudes and standards for a modern life which greatly

affected the society. When the viewers observe that our media is absorbing the change whether it is

in the form of dresses, language or other cultural values such as male actors hugging and

handshaking with female actresses then the viewers are easily persuaded to adopt these changes or at

least they become mentally liberal which is an initial step towards change. Most of us having opinion

that ostentation & lavish life style presented in soaps & dramas are dragging them away from

austerity & contented life style and invoking with in them status consciousness by engraving the race

of materialism in their minds.

I request media representatives to take appropriate measures to handle this worst situation and

make media policy followed by all channels. Our youth is an asset and future of ours so we pay

special attention on youth. To minimize and resist the effects of foreign channels, it is suggested that

our channels should be strengthened and telecast programs with better content. Our channels should

produce and broadcast quality programs that could help in the promotion of Pakistani values and

traditions and improve the image of Pakistan at international level.

Two-Nation Theory is the basis of creation of Pakistan. It states that Muslimsand Hindus are two separate nations by every definition; therefore Muslims

should have a separate homeland.

It is human nature to show affection to the land where he is born, grows up

and lives. He admires and follows the customs, values and principles of the

life designated by the social set-up of the country. He strives to make his

homeland a free, secure and a better place to live for himself and the

generations to come. In a free country people have the opportunity to speak,

act and pursue happiness without unnecessary external restrictions. It is

important because it leads to enhanced independence, expressions of

creativity and original thought, increased productivity, and an overall high

quality of life.

Pakistan came into being with the same thought in the mind of our great

leaders who were not agreed to see Muslims living in oppressive conditions



without any identity or individuality. Two-Nation Theory is the basis of

creation of Pakistan. It states that Muslims and Hindus are two separate

nations by every definition; therefore Muslims should have a separate

homeland where they can spend their lives according to the glorious

teachings of Islam. Mohammed Ali Jinnah's speech at All India MuslimLeague Conference in 1940 gives a crystal clear concept of Muslims' of that

time. “The Hindus and Muslims belong to two different religious philosophies,

social values and literary thoughts. They neither intermarry, nor dine

together, and they belong to two different civilisations which are based

mainly on conflicting ideas and conceptions.” Today, we are living in a free

state, with our own laws, rules and freedom but a question arises here, is it

the same Pakistan which our ancestors dreamt of?

As far as the celebrations on the Independence Day are concerned, the

nation shows love and enthusiasm for their country but, on the whole

situation is different. Every year we celebrate Independence Day on August

14, with excitement, great zeal and passion. Our nation renews commitments

to make Pakistan prosperous and strong. Buildings are illuminated and

decorated with national flags. Political and civil society organisations

arrange rallies, parades and vibrant functions in all small and major cities of

the country. Similarly, the electronic media plans wide-ranging programmes,

including national songs, talk shows, dramas, quiz, etc. to mark theoccasion. The print media carries special supplements, articles, features and

highlight the importance of the day and sacrifices rendered by heroes and

nation's forefathers for it. These programmes highlight the significance of

the day, ideology of Pakistan, importance of identity, goals set for the future

and pay tribute to the Father of the Nation, Quaid-e-Azam. Regrettably this

enthusiasm remains just for few days.

The role of media is enormous here whereby the extensive promotion of

western product brands are forcing consumers in our society to simply reject

the local brands and consider them inferior comparing with the foreign

brands in the market.

Today the world community comprises more than 180 countries. Pakistan

appeared on the world map in August 1947. But in fact since its creation,

with every passing year, Pakistan is losing its identity. It's not because of

economic and political background, but due to the changing life patterns and



thoughts of every Pakistani. It's the individuality or national identity that

makes a nation different from rest of the world. Pakistani society is

undergoing a massive cultural change rapidly resulting in an identity crisis

for Pakistanis. The deep-rooted embedded cultural values in our society are

becoming hollow and gradually fading away.

Various catalysts for change are responsible for this scenario including

media as the key player. The European and American culture is slowly

engulfing our society. The role of media is enormous here whereby the

extensive promotion of western product brands are forcing consumers in our

society to simply reject the local brands and consider them inferior

comparing with the foreign brands in the market.

The programmes telecast through satellite TV channels and on cable TV

networks in Pakistan are predominantly western and Indian. The promotion

of American, European and Indian culture via dramas, movies, music

programmes, skits etc., telecast on various satellite TV channels escalate

change in local culture and values. Pakistanis tend to be more appreciative

of the foreign cultures being promoted than their local values and trends.

Therefore, they prefer adopting these foreign culture hence leading towards

a change in our society. Our new generation is so much involved with foreign

culture that it's getting away from the local dresses. They cannotdifferentiate between the two and ready to adopt whatever is shown to them

by the media. They hardly know its actual and indigenous values, culture and

traditions. And those few who are followers of their own culture are thought

to be out-dated or backward.

The undue westernisation is dominating the typical Pakistani culture. For

instance, the extended and joint family system, a hallmark of Pakistani

culture, is slowly deteriorating. The younger generation seldom cares for

their parents and elders. Fascination of English language is so much that

many Pakistanis, who are fluent in English, are unable to understand Urdu.

Therefore, speaking English language is a status symbol and the people

speaking Urdu are considered backward or illiterate. They are creating



inferiority complex among those who do not have good command on English

but speak excellent Urdu. Further Urdu language is getting unwanted

additions due to invasion of foreign words (Hindi and English). A new

language which is a mix of Urdu, English and Hindi words is emerging.

Similarly, the meal preferences have changed from chapatti and rice toSubway, KFC and McDonalds. Instead of traditional drinks, Pepsi and Coke

have found its way into our homes.

Muslims being in majority in Pakistan are losing their Islamic/indigenous

values and ultra-modern educational institutions as well as media are

gradually inculcating western and Indian values in the younger generation. It

seems that Pakistanis, a nation of 170 million, are confused about their

ideology, culture and sociology, values, religion, priorities and even

enemies.” Unfortunately our own media is playing a significant role in this

regard.

Mahathir bin Mohammad, former prime minister of Malaysia is of the view

that we live in the age of information technology. There has been and there

will continue to be an unending explosion in the field of information

technology. Today, we can sit in our homes and watch and hear whatever

happens in the world. But what we see, hear and witness is decided by

media. Clearly the people, who decide what we should see and hear, holdmammoth power.

As the people who control the media, control our minds and probably control

the world. And who control the powerful world media are not the national

governments of developing or developed nations but a very few people.

As the people who control the media, control our minds and probably control

the world. And who control the powerful world media are not the national

governments of developing or developed nations but a very few people. They

have an effective weapon in the form of a worldwide television network.

Today, they broadcast slanted news, tomorrow they will broadcast raw

pornography to corrupt our children and destroy our culture. They are already

doing that in Europe. We can control the reception today but not in future. He

further says that Malaysia believes in press freedom but with responsibility.

The situation is indeed alarming for the national identity in Pakistan.



Therefore firm steps are needed to be taken on regular basis to preserve

Pakistan's cultural values and identity.

Apart from government to take measures to control the cultural invasion, the

responsibility lies on every Pakistani to own, respect and love this country.We have to believe in our own native values in order to save and secure our

identity. Being Pakistani, we should not forget that our homeland made us

stand out in the map of the world as an independent nation and provide us

the freedom, which many Muslim countries are still striving for today.

If we want to live with honour, dignity and secure our identity, we have to

proudly own and love our country. If we want our upcoming generation

should breathe freely as an independent nation in the world, then, today we

have to work in the best interest of Pakistan. We have to rebuild our

characters and minds to take the track which leads Pakistan to the

destination our ancestors had dreamt of.

Pakistanis and Pakistani media are required to respect the native traditions

and individuality, abide by the rules and regulations of the federation,

support the minors/minorities and provide education for all irrespective of

their financial and social background, we can bring the change, prosperity in

our society and secure our homeland. The intellectuals in media and thepolitical circles have the responsibility to start the debate. It is through

repeated exposure that the citizens will start to identify themselves with

democratic and liberal values.

To minimize and resist the effects of western and Indian channels, it is

suggested that local channels should be strengthened and programmes

should have better content. These channels should produce and broadcast

quality programmes that could help in the promotion of Pakistani values and

traditions and improve the image of Pakistan at international level.

The Role of Media in Spreading Westernization

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