Globalization is the term that comes under conflict because some say that it has imparted positive impacts while others are totally against this statement. Really! It has changed the face of the world. Developed countries dominate underdeveloped or developing countries. It has changed fashion, eating habits, ceremonies, festivities and media as well.
It is the outcome of globalization that young kids prefer junk food in 5 star restaurants because they are known as a brand. People don’t purchase food sometimes they buy brand. Branded products whether they are food chains or apparels are also the formation of globalization. People of underdeveloped countries get leverage from foreign media and instead of maintaining their own individuality they follow others culture frantically.
Media is the fourth pillar of society and the opinion maker of its viewers is propagating foreign culture, language, habits, tradition and fashion through dramas, movies and songs. Invasion of content steadily constitutes a cultural gap in our nation. People feel hesitant in wearing shalwar, kameez, dupatta and also try to speak English to show their education. Although in my point of view education is not in language it comes out from every nod.
Small kids watch cartoons that are acclaimed worldwide and foreigners are trading cartoons as a cultural commodity. Some shows totally contradict with our moral principles. But elders don’t take any notice because they prefer showing English shows instead of telling lesson-oriented stories. Kids want to buy things that contain picture of Mickey Mouse, ben 10, dora, alsa, johni bravo. Because these are not only cartoon characters they are commodities.
Globalization also changed dressing style, now people take fashion instructions from movies and dramas. Fashion shows are designed in a way to showcase blend of eastern-western culture.
One thing that is outstanding in our Pakistani media is Ramadan transmissions on all channels that totally show the sanctity of this holy month.
Every host wear kurta shalwar and female anchors cover head with dupattas. These shows are capturing the attention of viewers that means there is immense vitality in our culture. The needy people are helped that truly accomplish the meaning of Ramadan.
If culture is valued then nations can save their identity. Otherwise domination is done by opponents. It resides in a person language, way of living, clothing, norms and traditions. If media shows paradoxical culture repeatedly then soon people forget their own customs. It not only advocate others showbiz industry but also their commodities and tourism. People get influenced if they watch beautiful places in dramas and movies. They go to visit that place and buy their dresses. In this way foreigners become stronger financially.
I think Pakistani’s should promote their own content portraying our sophisticated culture like Ramadan transmissions and the movies like ‘teen bahadur’ should be made so that our generation portray our heroes instead of others creation. In this way Pakistan would also compete with the on-going media war. Otherwise our own existence would vanish and the nations who forget their culture will lose their identity.
