CULTURAL INSTITUTIONS UNDER THE INFLUENCE OF INFORMATION COMMUNICATION TECHNOLOGIES

Pakistani media is highly influenced by foreign media due to which our cultural institutions are being adversely affected. The study was conducted to find out how electronic media especially dramas presented by the cable TV channels are invading our cultural institutions. The data was collected in six weeks by selecting a sample of 50 respondents through convenience sampling, from whom extensive data was collected through a blend of qualitative and quantitative tools. The paper suggested that electronic media has dynamically played a pivotal role in spreading cultural values which are contrasting with our norms. The pace of change has relatively speeded due to invaded media.