The Explorer: Journal of Social Sciences

ISSN: 2411-0132, Vol-1, Issue (3):78-81

www.theexplorerpak.org

VULNERABILITY OF CULTURAL VALUES IN THE ERA OF INFORMATION COMMUNICATION

TECHNOLOGY
Ayesha Abbas, Sajia Rani
Department of Anthropology, PMAS-Arid Agriculture University, Rawalpindi
Corresponding Author:
Ayesha Abbas
PMAS-Arid Agriculture University, Rawalpindi
Ayeshaabbas731@gmail.com
Abstract: The cultural values, norms and behavior among students which are threatened by the misuse of ICT. The
data was collected from seventy two respondents through standardized questionnaire from a public sector University in
Rawalpindi over a span of one month. The scope of study was to explore the effects of ICT and its role in deterioration
of cultural values, norms and behavior among student. It can be concluded from the results of current research that
TVCs (TV channels) weaken our moral, cultural and social values which leads toward deterioration of the moralities in
the society.

Key Words: ICT, Culture, Values, Norms, Behavior, Television, Satellite Television Channels

INTRODUCTION
Culture is a complete way of life in which people
share their attitude, art, religion, literature,
philosophy, values, ideas, beliefs etc and have
shared behavior pattern (Tanvir, et al. 2014).
Cultural values implicitly represent shared abstract
ideas of the members of a society about desirable
and undesirable things (Williams 1970). Cultural
values help social actors like directorial leaders to
manage stability in society by evaluating the actions
of members. These values are the basis of the
norms prevailing within the societies. Goals,
functions and importance of societal institutions
are expressed through priorities of cultural values.
Culture could be observed through norms, values
and attitudes that shape up the behavior of human
being (Tanvir, et al. 2014). Every society has its own
particular culture that is different from other
cultures. In order to understand the national
culture, its importance and its identity, it must be
cleared what is meant by Culture (Athiyal 2011).
Local cultures are significantly influenced by
Information Communication Technologies. ICTs are
playing an important role in globalization. All over
the world these technologies are adopted much
more rapidly by younger persons than any other
age group. Future of the world absolutely depends
on youth. Foreign and native cultures are mixed
with each with accelerating trend of assimilation
that has been harnessed by ICTs. Younger
generation often gets attracted and hence
influenced by foreign cultures. This transformation

can be seen in education, behavior, food habits,

music, other media, fashion, occupation and in the
way of communication (Khan 2009). Social media
has diffused the foundation of internationalization
of civilization and cultures through ideological
globalization (Ameli 2010). In social media,
television has significant influence on shaping and
presenting cultural distinctiveness in all societies. It
has both positive and negative effects on society
(Domirani, et al. 2014). Every day all of us come
across numerous commercials and images for
various products. Larger exposures to media
influence many aspects of life. Social and moral
values get threatened since they become weak and
fragmented. As consequence of this unprecedented
change, cultural evasion is faced by society (Singh
and Sandhu 2011). Today our society is taking on
new values which are in conflict with the time
tested and religiously accepted principles of our
society. All corporate houses use the best way of
advertisement and marketing to get attention of
people and ultimately money (Burns, et al. 2005). In
advertisements extraordinary use of sex appeals
(Ford, et al. 1997) and orthodox presentations of
women (Schaffter 2006), has psychological negative
impact on viewers that encourage materialism
(Chan and Cia 2009). Television has negative effects
on viewers psychology and on their cultural values
(Richins 1991). Televisions are an open and
unregulated source of information also influences
the ethical values and changes the youths
perspectives on moralities. A major transformation
can be seen through the dynamism in dressing that

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has been introduced by cable channels. Cable

channels promote fashion industry especially
among youth. The fashion industrys reflection of
modernity is imminent in terms of nudity and
vulgarity that is culturally immoral.
Not only this, Indigenous languages which are
mode of transmitting culture and moral values are
in danger due to ICT (Adesina 2012). Due to ICT and
cable channels our youth is more exposed to
western culture that affects their native cultures
and values negatively (Omekwu 2006). In electronic
media especially TV has a strong affect on both
material and non material culture. Media has more
of a negative impact on the traditional system of
culture and values. It provides a way to foreign
culture to invade which create serious problems for
native culture and values. Entertainment provided
by cable TV channels directly led to the decline in
traditional and moral values among youth (Kayani,
et al. 2013).
MATERIALS AND METHODS
A blend of qualitative and quantitative tools was for
this research to explore the role of ICT in
deteriorating cultural values, norms and behavior
among student. The data was conveniently
collected from seventy two respondents of a public
sector university in Rawalpindi. The findings of this
study are explained in the result and discussions.
RESULTS AND DISCUSSION

Unethical
ways
of
fulfilling
materialistic
desires

Table: Role of ICT in Undermining our Cultural Values

Dependent
Independent Question
Chi
Questions
Square
Values
TVCs undermine our
cultural traditions
Hypothesis
Psychologica H0: TVCs do not leave a 0.017
l impact
psychological impact that
undermines our cultural
traditions.
H1:
TVCs
leave
a
psychological impact that
undermines our cultural
traditions.
Fostering
H0: TVCs do not foster 0.294
Sexuality
sexuality that resulting in
deteriorating
cultural
traditions
H1: TVCs foster sexuality
that
resulting
in
deteriorating
cultural
traditions

Promoting
Materialism

Deterioratin
g
cultural
values

Disturbed
family
relationship
s

Unethical
behavior &
language

H0: TVCs do not promote

materialism and unethical
ways of their attainment
H1: TVCs do not promote
materialism and unethical
ways of their attainment.
H0:
TVCs
do
not
undermine our cultural
traditions
by
deteriorating our cultural
values.
H1: TVCs undermining
our cultural traditions by
deteriorating our cultural
values.
H0:
TVCs
are
not
responsible
for
our
disturbed
family
relationships.
H1: TVCs have disturbed
our
very
family
relationships resulting in
undermining our family
relationships.
H0:
TVCs
are
not
responsible for unethical
behavior and language
among viewer
H1: TVCs are responsible
for promoting unethical
behavior and language
among viewers
H0:
TVCs
are
not
responsible
for
materialism
that
undermines our cultural
tradition
H1: TVCs are responsible
for
promoting
materialism
that
undermines our cultural
traditions

0.011

0.000

0.67

0.005

0.027

The table presents the results of Chi-square test,

used to find association between different
dependent questions with respect to one
independent question. The Chi square value i.e.
association between TVCs (TV channels)
undermining our own traditions and culture with
STVs has psychological impact on our people is
0.017 which is less than significant value
(0.017<0.05) so there is an association between
them (Nuta 2009). The Chi square value i.e
association between TVCs (Satellite TV channels)
undermining our own traditions and culture with
TVCs foster the teenagers towards sexuality is 0.294
which is greater than significant value (0.294>0.05)
so there is an association between them. The Chi
square value i.e. association between TVCs

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(Satellite TV channels) undermining our own

traditions and culture with TVCs has promoted
unethical ways of fulfilling materialistic desires is
0.011 which is less than significant value
(0.011<0.05) so there is an association between
them. The Chi square value i.e. association between
TVCs (Satellite TV channels) undermining our own
traditions and culture with satellite TV channels
transmission is responsible for deteriorating our
cultural values is 0.000 which is less than significant
value (0.000<0.05) so there is an association
between them. The Chi square value i.e. association
between TVCs (Satellite TV channels) undermining
our own traditions and culture with the satellite TV
channels are responsible for disturbing the family
relationships value is 0.67 which is greater than
significant value (0.67>0.05) so there is an
association between them. The Chi square value i.e.
association between TVCs (Satellite TV channels)
undermining our own traditions and culture with TV
channels promotes unethical behavior among
viewers is 0.005 which is less than significant value
(0.005< 0.05) so there is an association between
them. The Chi square value i.e. association between
TVCs (Satellite TV channels) undermining our own
traditions and culture with TV channel has
promoted materialistic values among viewers is
0.027 which is less than significant value (0.027<
0.05) so there is an association between them.
Moral deterioration is reported from non industrial
world to industrial world in all areas of culture in
various societies. Immoral actions and behavior
promotes use of drugs, robbery to fulfill
materialistic desires, sexual abuse among youth,
rape, violence and killings are more frequent
among children, youth and adults. In the more
globalized and advanced world of the early twentyfirst century, running with information and
communication technologies is progressively more
captivating place in a cross-cultural context. Social
media predominantly television have significant
impact on cultural identity creation in all societies
exerting both positive and negative effects on
group (Domirani, et al. 2014). Televisions greatly
influence the value system and determine the
behavior of societys members. Regrettably, much
of today's television programming is violent.
Damage of cultural values, norms, traditions,
aggressive
behavior and
degradation of
relationships in families occurs due to ICT Since
these ICT gadgets have not developed indigenously
out of independent invention, they not only carry
the material culture but also the non material
values associated with them too (Zeeshan 2015).

Increased cultural flow through TVCS is a threat to

native cultural traits. Lifestyles and content shown
by media in films and dramas could challenge the
tradition, values, norms and moral standards of the
native cultures. Sexual content in foreign programs
led to the deterioration of the morals, values and
norms by spreading negativity and obscenity mainly
among youth (Kayani, et al. 2013).
CONCLUSION
The research concluded that unscreened influx of
TVCs have influenced our cultural traditions, norms
and values under the impact of international media
that has led to the deterioration of our ideologies.
They are not only affecting us superficially through
material culture but also creating undesired
changes in our non material values such as
thoughts, lifestyles and promote materialism and
individual centric approach. They are influencing
human behavior and consequently bringing
detrimental results of by degradation of moral
values such as fostering adolescents and youngsters
towards sexuality, use of unethical behavior and
foul language among students.
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