AN EVALUATION OF THE NOTION OF CHANGE IN SOCIO-CULTURAL VALUES UNDER THE UMBRELLA OF MEDIA: A CASE STUDY OF DISTRICT SWAT, KHYBER PAKHTUNKHWA, PAKISTAN
Keywords:
Socio-cultural Change, Values, Media, Social Media, Pakhtun Society, Multivariate AnalysisAbstract
Social and cultural values are the vital ingredients in constructing cultural identity. This is not the sole choice of an individual rather a communal one. Investigating and scrutinizing the phenomenon of change in socio-cultural values of Pakhtun culture concerning the role of media (especially social media) is the main purpose of this study. For achieving this purpose, the quantitative approach has been used in the paper. The data was obtained through a questionnaire from the potential respondents (n=250) from all seven tehsils of district Swat, Pakistan. The data were analyzed through SPSS at a univariate, bivariate and multivariate level while incorporating Chi-square (χ2) test along with Gamma (ℽ) at the bivariate level and Kendall Tau-C (Tc) at multivariate levels respectively. The study is novel and new and of immense significance. It focuses on the altering facets of socio-cultural values in the arena of technological advancement and the dominant role of media in this regard. Based on the collected data, the study revealed at the bivariate level that there is a significant (p<0.05) and a positive association between the role of media and changes in values. At multivariate level, a highly significant, positive and spurious relationship was detected.
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