ROLE OF URDU TV DRAMAS IN ADOPTING FASHION

AMONG FEMALE IN KARACHI

By

Muhammad Usman Bashir

PMS-20S-001

Research Proposal Submitted to

Research Supervisor

Dr. Syeda Rakhshanda Kaukab

Chairperson

Department of Education

Sindh Madressatul Islam University, Karachi

As an Project of Course Work (Qualitative Research Method)

12
 Table of Contents

Abstract....................................................................................................................................2
1-Introduction...........................................................................................................................4
1.1 Background of the Problem............................................................................................4
1.2. Statement of the Problem.............................................................................................4
1.3. The justification for the Study........................................................................................6
1.4. The significance of the Study.........................................................................................7
1.5. Objectives of the study..................................................................................................7
1.6. Research Questions.......................................................................................................8
1.7. Definition of Terms........................................................................................................8
2-Literature Review..................................................................................................................6
2.1. Literature Review...........................................................................................................6
3- Research Methodology.........................................................................................................9
3.1. Research Paradigm........................................................................................................9
3.2. Research Approach........................................................................................................9
3.3 Hypothesis

3.4. Population......................................................................................................................9
3.5. Sampling Frame.............................................................................................................9
3.6. Sampling......................................................................................................................10
3.7. Research Instrument....................................................................................................10
3.8. Validity.........................................................................................................................11
3.9. Ethical Considerations..................................................................................................11

4. DATA COLLECTION AND ANALYSIS......................................................................................12

4.1. Data Collection.............................................................................................................12
4.2. Data Analysis................................................................................................................12
4.3. Limitations of the study...............................................................................................12
5. TIME FRAME...................................................................................................................13
REFERENCES.......................................................................................................................14

13
14
 1-Introduction
1.1 Background of the Problem

Drama is a one of the best source of entertainment for the people in recent era. Drama
explores the human feelings, attitude, behavior and emotions in a dramatic way. Dramas give
a picture of the actuality in a dramatic way which makes a fuss of viewer in such a grasping
way people feels the acts like performing themselves. Since from the invention of the
television controversy over its effect arises and consequences caused prolonged exposure of
television content felt in earlier phase of broadcasting due to its power of influence. There is a
continuous debate over the decades since from the start of Television broadcasting about its
influence and impact on viewers (Aslam et al., 2015).
In the field of media drama is being considered one of the most important parts in Pakistan.
Pakistani dramas are much popular among the Pakistani community specially youth. Now a
day it is being considered the drama culture in Pakistan today. Now a days every where
people seems to talk about the stories, acting, style and fashion being displayed on Pakistani
dramas.

1.2. Statement of the Problem

. In the early History of Pakistani drama people use to talk about the stories and acting of the
dramas but with the latest technology and modern techniques a revolution has been brought in
Pakistani dramas. Western culture, modern dressing, new fashion trends, luxurious living
styles, eating habits and cultural changes are being promoted through dramas. That is why
people of different age group take interest to talk about the stories of dramas (Malik, H.
2017).
Now a day’s Pakistani dramas has a great impact on the minds Pakistani community.
Pakistani dramas channel are promoting western culture and they are in competition with
foreign countries dramas industry. With the promotion of western culture through dramas
social and cultural changes have took place in Pakistan. Malik, H. (2017) revealed in his
study that the viewers distinguish this emerging change such as; male actors are seemed
hugging and handshaking with female actresses, youth in total western dress code, distance
from religious values, class struggle on the basis of power, money and status then they try to
adopt these cultural and social changes or at least they become mentally liberal which is an
initial step towards the cultural and social change.
The events of happiness and grief are also being celebrated with the modern norms, values
and traditions. New things are being adopted according to the modern norms and customs.
With the concept of modernism Pakistan has experienced variety of new things in Pakistani
society.
According to the finding of Naqvi (2016) now a day’s dramas are displaying and promoting
western culture which is totally against the culture and traditions of Pakistani society.
Elopements and extra-marital relationships are also being displayed in Pakistani dramas
which are the factors in deviating the Pakistani culture. Pakistani dramas stories and
characters have crossed the limit and people feel reluctant to watch dramas with their
families.

15
 1.3. The justification for the Study

Karachi is the biggest city of Pakistan which accommodate the people of almost every corner
of Pakistan with diverse culture. History of Pakistan shows that fashion adopted from people
of Karachi spread through out the country as people of Karachi are indigenously connected
with their native city. During the stay in Karachi since 2000 I observed that fashion style of
female of Karachi evolving over the period of time into Indian and westerner culture rapidly.
There is immense need to know how and why this rapid change occurs which distort the pure
karchiate identity severely. I also observe despite the previous generation desire to retain their
children in Pakistani cultural and fashion, the new generation do not have much interest in the
Pakistani and eastern norms and on the name of freedom adopting bold living style. There are
many factors behind this cultural shift one of them is media so there is need to know
circumstances which developing this shift This study will explore one of them factor that is
Urdu drama which is always a be a very power full tool of mass media to penetrate or inject a
particular mind set into brain of people.

1.4. The significance of the Study

The study aims to find the cultural shift from other cultural norms through the Urdu drama in
the silent way. Furthermore, this study will help to explore the hidden purpose of production
houses to promote the western or other non-Islamic norm on the name of fashion into people
of Pakistan to distort the Pakistani culture and norms.

1.5. Objectives of the study

General Objective: The main objective of this research is to determine the role of
Urdu TV dramas in adopting fashion among female in Karachi.

Specific Objectives:

a. To explore that how the female of Karachi adopt fashion through watching
Urdu TV dramas
b. To determine the impacts of watching Urdu TV dramas on cultural change
among the female in Karachi.
c. To determine that watching Urdu TV dramas is promoting western culture
among female in Karachi.

16
 1.6. Research Questions

The present study is based on the following research questions:

1. How do the female of Karachi adopt fashion through watching Urdu TV dramas
youth in their daily lives?
2. What are the impacts of watching Urdu TV dramas on cultural change of female in
Karachi?
3. What are the indicators of fashion being adopted through watching Urdu TV
dramas among the female in Karachi.

1.7. Definition of Terms

Role The function assumed or part played by a person or thing in a particular situation.

Urdu Drama A series of real events invested with a dramatic unity and interest in Urdu
Language.

Adopting Fashion. Fashion adoption is the process by which a new style of living is adopted
by individual after getting inspiration from others. The adoption of new style shift from one
culture to other culture with the period of time after its commercializing.

2-Literature Review

2.1. Literature Review

Kothari (2006) explored in his research that with the invention of television in
Pakistan dramas have become a great source of entertainment for the people and it has
got widespread popularity in the Pakistan. Kim and Lee (2008) revealed in his studies
that brand recall, brand attitude and buying objective of the product placed on TV
drama are being affected by fashion involvement, self-consciousness and clothing
interest. Findings of the study reveal that TV drama had a significant influence on
buying intention by watching new fashion trends.
Hassan and Khalid (2014) concluded that the impact of Indian dramas on language
and dressing of females are very deep. Results of the study determine that Indian
dramas are promoting their culture in our society.
From pregnancies to abortion, from extra marital affairs to illegitimate children and
elopements, we have been exposed to all kinds and degrees of absurd content in these
dramas in the name of modern entertainment. Even respectable relations are not
spared.

17
It is also highlighted in one of the study findings that people adopt new marriage
ceremony celebrations trends now a days and they take much interest that their
marriage ceremony and other functions of the happiness should be celebrated
according to the new trends which are being displayed in dramas representing the
western culture because marriage ceremony is one of the most important event of the
life (Rajvanshi and Uniyal, 2014).
Morgan (2015) concluded that some point in their lives, most women will be guilty of
making a 'must-have' purchase, only for it to be shortly banished to the backs of their
wardrobes, price tag intact. But it turns out that this wasteful mindset is worse than we
originally thought. Modern women have adopted a 'wear it once culture' when it
comes to their wardrobes, wearing items only a handful of times before considering
them ‘old’, according to a new study. The research found that almost 33% of women
consider clothes ‘old’ after wearing them fewer than three times. The main reasons
given for ditching new purchases were changes in weight (49%) and disregarding
clothes bought on a whim (23%).
Kaleem-ullah (2016) revealed that the television can play the role of culture
promoting medium but in the same way it can also play the role of culture violating
tool. This medium has grabbed attention of many viewers since decades due to variety
of programs but dramas of private TV channels gain high viewership as compare to
other programs. On these channels, dramas of other countries have also been shown
which does not only entertain but bring their culture with them to our society. The
results of survey proved that private TV dramas affect the social and religious system
of Pakistan. Moreover, brings culture of foreign countries to Pakistan besides
damaging its own culture.
Malik, H. (2017) revealed that the concept of modernization has brought so many
changes not only in the Western world but it has also prevailed over the East.
Modernism is always associated with something new, something away from the
already existed and something that has replaced the old culture, customs and believes.
Modernism has brought so many changes in the every field of the life especially in the
field of media. Mostly the term ‘modern’ is associated with the Western culture and
society but with the passage of time it has spread its roots to the entire world. The
impacts of modernism can be seen in each and every field. On the one side it is
regarded as progression but on the other side it is considered as destruction of
humanity. Media is considered as the most important factor involved in spreading
modern believes and customs among the people all over the World. In Pakistan role of
media is very significant in order to promote Modernization by creating Western
portrayal of society and the characters.

18
 3- RESEARCH METHODOLOGY
3.1. Research Paradigm

As the study need to explore the role of Urdu Dram in term to adopt fashion in female
in Karachi so its need to study the complete phenomenon through studying the
respondent behavior .Quantitative research methodology in survey form will be used
which help to look inside into problem and to explore the issue freely.

3.2. Research Approach

Under the quntiative paradigm, the survey approach will be used. A well- structured
questionnaire will clear the adoption level of fashion from the inspiration from Urdu
Drama.

3.3 Hypothesis

Hypothesis of this study will be as following;

H1: There is a significant relationship between watching Urdu drama for fashion and
expenditure of family has increased

H2: There is a significant relationship between watching Urdu drama for

Fashion and females are adopting different fashion.

3.4. Population

All the female of Karachi, Pakistan.

3.5. Sampling Frame

This study was designed to determine the role of Urdu TV dramas in adopting fashion
among female in Karachi. Karachi is the biggest city of Pakistan and almost 24
million people are residing in this city and almost 12 million female. People from
different parts of Pakistan are living in this city. Researcher will select a particular
universe for data collection which is district south and district central of Karachi.

3.6. Sampling

Researcher will recruit 350 respondents for data collection for the present study. The
research instrument will be disseminated through Google form and social media
forms and in print form to some respondent of all ages. The non-probability
convenient sampling technique will be adopted for date collection..

19
3.7. Research Instrument

Data will be collected through well-structured questionnaire.

3.8. Validity

Findings extracted from themes and sub themes will be matched with the raw data for
validation. Outcomes will also be shared with the participants to match the
interpretations of the thoughts and ideas of the participants.

3.9. Ethical Considerations

4. DATA COLLECTION AND ANALYSIS

4.1. Data Collection

The data will be collected through primary and secondary means through analysis of

previous researches on the subject and through structured questionnaire from the

participants.

4.2. Data Analysis

Appropriate statistical formula SPSS is used as data analysis tool. After data analysis,
it is presented in the shape of appropriate charts and graph.
.

4.3. Limitations of the study

There is a limited literature available on the role of Urdu TV dramas in adopting

fashion among female in the context of Karachi city. Another expected limitation was
that the female feel reluctant to provide correct information about their privacy. The
researcher revealed that the purpose of present study is purely academic

20
 1. TIME FRAME

S No Activity Duration of Months

1 2 3 4 5 6 7 8 9 10 11 12
1 Review of Literature
2 Designing of instrument
3 Data Collection
4 Data Analysis
5 Report Writing

21
 REFERENCES

1. Aslam, S., A. Ali, F. Ullah and M. Munawar. 2015. Socio-ethical impact of

Turkish dramas on educated females of Gujranwala-Pakistan. Journal of

Humanities and Social Science; 20(2): 125-131.

2. Hassan, S. A and A. Khalid. 2014. The impact of Indian dramas on language

and dressing of female :https://www.researchgate.net/publication/271100369

3. Iqbal, M. A. 2008. Effects of drama culture. Retrieved from:

http://www.hamariweb.com/articles/article.aspx?id=676

4. Kaleem-Ullah. 2016. Impact of private television channel dramas at viewer’s

perception: A study conducted on females of Islamabad City. International

Journal for Social Studies; 2(10): 59-67.

5. Kim, G-A and J-H. Lee. 2008. The effect of TV drama clothing interest,

fashion involvement, self-consciousness level on PPL. Fashion and Textile

Research Journal; 10(3): 281-288.

6. Kothari, S. 2006. From genre to Zanaana: Urdu television drama serials and

women’s culture in Pakistan. Contemporary South Asia; 14(3): 289-305.

7. Malik, H. 2017. Impacts of modernism depicting in Pakistani dramas.

Retrieved from: https://www.academia.edu/6629215

8. Morgan, M. 2015. Throwaway fashion: Women have adopted a ‘wear it once

culture’, binning clothes after only a few wears (so they aren’t pictured in

same outfit twice on social media). Retrieved from:

http://www.dailymail.co.uk/femail/article-3116962.

9. Naqvi, A. 2016. Our dramas: Promoting or degrading our cultural norms?

Retrieved from: http://enlighten.pk/2016/04/24/dramas-promoting-degrading-

cultural-norms/

22
10. Naqvi, F. 2012. Pakistani dramas: Are women really less empowered now?

Retrieved from: http://blogs.tribune.com.pk/story/13733/pakistani-dramas-

are-women-really-less-empowered-now/

Rajvanshi, K and P. Uniyal. 2014. Lights, camera, Bollywood drama: New era of

wedding videos. Retrieved from: http://indianexpress.com/article/lifestyle/life-

style/lights-camera-bollywood-drama-new-era-of-wedding-videos/

23