Effects of Digital Media on Cultural Values of Female University Students of Punjab, Pakistan

Abstract

Digital media has made this world global village. Female university students are
heavy consumer of digital media. Frequently access to digital media without any
boundaries may impose various effects. The basic aim of current research study
was to know the effects of digital media on cultural values of female university
students belonging to Punjab, Pakistan. Youth especially female acts as symbolic
representation of any society and to assess any cultural elements, university is
best place where freedom of gender brings significant changes. Current study
was conducted in public sector universities of Punjab Pakistan. It was survey
based study and data was collected from 584 female 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 life. Furthermore, digital
media is source of importing foreign culture and fading Pakistani culture among
the females of Pakistan