The Impact of popular Hindi cinema on Pakistani youth

Abstract

The research study “The Impact of Popular Hindi Cinema on Pakistani Youth’’ used both qualitative and quantitative method to find out the impact of Hindi cinema on linguistics, attitude and behavior, and in creating diversion from daily life tensions. Uses and Gratification theory and cultivation theory was used to find out the influence of Hindi cinema on every segment of Pakistani society particularly youth.The population taken for the investigation was both male and female university students of Islamabad. The sample was taken from students at the bachelor level, between the ages of 18 to 25. Samples were selected from three prominent universities of Islamabad i.e. Bahria University Islamabad, Nust University Islamabad and International Islamic University Islamabad. Primary data was used for data collection and a questionnaire was formulated by the researcher as a research instrument to find out the impact of popular Hindi cinema on Pakistani Youth. According to the research findings it has been concluded that the Hindi cinema is very widespread and famous among Pakistani youth. Hindi cinema has played a very effective role in creating diversion from daily life tensions in all fragments of the Pakistani society especially the young generation of Pakistan. Also it has been exerting an immense linguistic, attitudinal and behavioral impact on Pakistani youth. The female youth of Pakistan has been affected to a great extent from Hindi cinema than the male youth of Pakistan.