EFFECTS OF DIGITAL MEDIA ON CULTURAL VALUES OF MALE UNIVERSITY STUDENTS OF PUNJAB, PAKISTAN
Keywords:
Digital media, University students, Cultural effectsAbstract
Due to rapid innovations and digital development, this world has becomea global village. Digital media is significant source of information and communication. Youth is heavy consumer of digital media. Frequently access to digital media without any boundaries imposes various effects. The basic aim of current research study is to know the effects of digital media on cultural values of male university students. Youth acts as symbolic representation of any society and to assess any cultural elements, university is the best place where freedom of gender brings significant changes. The Current study was conducted in public sector universities of Punjab Pakistan. It was survey based study and data was collected from 1300male students. Study was historically theme of “Social Learning Theory” and “Uses and Gratification Theory”. The study revealed that digital media has captured almost all the factors of life of students and proved itself vital part of lives. Furthermore, digital media is source of importing foreign culture and fading local culture among the youth of Pakistan.
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