Media Proliferation: A Study of Patterns of Absorption & Indigenization of Alien Culture

The present exploratory study has examined the effects of media exposure on western enculturation of youth in the urban town of Dera Ismail Khan in context of the debate on New International Information Communication Order (NIICO) in international fora on western cultural imperialism of the developing societies. The present study proposes the concept of the media use, i. e, exposure to Urdu movies on Pakistan Television and Indian movies on VCR as Independent variables and conative enculturation among the graduate youth community as its dependent variables. This is a survey, competitive study. We hypothesized that “higher the exposure to Indian movies on VCR, higher the conative Western customary enculturational effects on youth”. And “higher the frequency of watching Urdu movies on PTV, higher the western customary conative effects on youth”. We have selected randomly 420 respondents (268 male & 152 female) as our representative sample and then selected only graduate youth out of the total sample. The variables of the study were measured on ordinal level. The respondents were asked to respond to the questions on a liker type scale. The interview schedule was used to collect the data. The collect data were coded in the light of prepared code book. To analyze the data chi-squire distribution techniques were used as a major statistical tool to test these hypotheses. Media Proliferation: A Study of Patterns of Absorption & Indigenization of Alien Culture 14 On the basis of the findings, a significant first hypothesized relation is showed up. This study could not achieve support for the second hypothesis.