IMPACT OF PAKISTANI URDU TV DRAMAS ON WOMEN’S FASHIONS IN KARACHI

Abstract

In the field of media, drama is being consideredas one of the most important parts in Pakistan and it is much popular among the female for adopting new fashion styles. The objective of the study is toassess role of Urdu TV dramas in adopting modern fashion styles and its impact on cultural change and promoting western culture through watching Urdu TV dramas.In the present study,a total 250 respondents residing in south and central district of Karachi have been recruited for data collection through well-structured questionnaire. Results show that through watching Urdu TV dramas females are adopting new fashion styles of clothes, jewelry, shoes and hand bags. Western culture, modern dressing, new fashion trends, luxurious living styles, eating habits and cultural changes are being promoted.It is suggested that PEMRA should broadcast dramas,related to the ethics and values of Pakistani culture and society.