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Television dramas or soap operas are well thought-out to be the supreme
source of leisure for females. After the surfacing of private media industry
in Pakistan, numerous of private TV channels are broadcasting foreign
contents for grabbing the attention of the more viewers and getting more
rating. These foreign contents are being endorsed without considering the
social and cultural values of the society. It is also distinguished that these
foreign production having great viewership in Pakistan, which accomplish
the business and rating interests of the owners. The first Urdu dubbed
Turkish soap opera i.e. Ishq-e-Mamnoo got an uninterrupted rating among
the viewers of Pakistan. The plot of Ishq-e-Mamnoo revolved around the
extramarital relations of a rich Turkish family. This high rating opened the
new way for the private channels to on air Turkish content to grab the
maximum viewership and to earn more profit without their own production.
In addition, most of the channels are zealous to broadcast such unfamiliar
content which not only disparaging the social norms and values of the
society but also, they are injurious for the living standards of the females.
This research has examined the effects of Turkish dubbed soap operas in
changing the life styles of female youth. The main aim of this study is to
understand that to what extent these dramas are being watched by females
and to what amount these dramas are affecting the interpersonal
communication, dressing and talking styles of the young females. The
research was also carried out that whether the culture which is being
presented in the Turkish soap operas are more in accord with the Western
or the Islamic values. This research has also examined the perception of
the female youth regarding the promotion of the vulgarity in these soap
operas. Cultivation theory has been applied for this purpose. Survey
method has been used to analyze the behavior of the female youth. The city
of Gujrat and its surrounded areas were selected to conduct this study. A
sample size of 180 females was taken for this purpose. The results are more
favorable to the hypothesis of this study.
Abid Zafar, Yasar Arafat, Nauman Riaz Sial. (2017) Effects Of Turkish Soap Operas On The Female Youth Of Pakistan, The Women - Annual Research Journal of Gender Studies, Volume-09, Issue-1.
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