EFFECT OF INDIAN CONTENT ON PAKISTANI CHILDERN

EFFECTS OF INDIAN CONTENT ON PAKISTANI CHILDERN

SUBMITTED BY :SYEDA NAZIA HASSAN ZAIDI
COURSE NAME :MASS COMMUNICATION THEORIEs
(MSC 2ND MORNING)
SUBMITTED TO :SIR KHALID SULTAN


EFFECT OF INDIAN CONTENT ON PAKISTANI CHILDERN

ABSTRACT
According to studies television is an important source of information for childern. On an average a child almost spend 3 to four hours in front of television in Pakistan and furthermore they spend atleast 7 to 8 hours on other mediums like social media ,including facebook ,youtube etc exposing to the content around the world specially indian content. Critics argue that children lack the experience and knowledge to understand and evaluate critically the purpose of the persuasive content so they adopt the language, culture, behaviour more easily than elders. We all know that there is a huge fan following of indian content in Pakistan that in order to retain audiences of Pakistan almost every Pakistani tv channel was airing indian dramas ,cartoons,movies and music, for more than a decade indian content was airing in Pakistan leaving a strong impact on our society and values followed by our society.Though few months ago supreme court of pakistan took an action agaisnt the indian content and put a ban on it ,Pakistani channels are no more allowed to air any type of indian content but still indian content is approaching our society through new media .we can see that our kids are immitating indian actors , idealizing them, trying to copy their accent , using more hindi words in their daily routine conversations ,influenced by their dance moves and their social norms etc. In this research journal I am trying to throw light on the issues that are rising in our society which were not even exist before the indian content conquered our traditional and new media, effect of indian content in our kidz specially the effect on their linguistics.
ROLE OF TELEVISION ON PAKISTANI SOCIETY
Now the question rises why Pakistani kids are so much obsessed with INDIAN content?. Television plays a vital role in order to influence Pakistani people ‘s mindset,because we were and still are in state of war due to America and afghanistan war on terror which not only isolated us from the world but also limited the oppertunities of entertainment for us .Extremism terrorism didn’t allow us to take part in social community activities , programs ,concerts,tourism etc we were almost deprived from every type of entertainment ,even Pakistani tv channels are more focussed on news and current affairs ,political programs than entertainment programs.Pakistani audience have to expose to foreign content for entertainment and due to this gap in entertainment industry Indian content found a room to prevail in Pakistani society.
Sandra Ball-Rokeach and Melvin DeFleur purposed a theory in 1976 which states people depend on media to fulfil their cognitive needs like information entertainment,edutainment etc but they don’t depend on every media equally,there are possible two factors that can influence their dependency on medium.
1: People will attracted towards the media that is somehow fulfilling their need than on media that provide less than their required needs.
2: secondly people will get more attracted towards media if the society is facing any sort of instability like conflicts are high,beliefs and social norms are challenged, a new change is expected people rely more on media than in a society where such issues don’t exist.
We can say that Pakistan is the perfect example of this theory as we discussed earlier Pakistanis are more dependent on media in last 20 years than ever. Due to less difference in language Pakistanis are more influenced by indian content than neighbouring countries.bold topics and vulgarity in clothing is consider to be the only one issue in indian content. Our kids are getting mature early,they are discussing things which were almost banned in Pakistani homes. A normal household in Pakistan watch television for news and current affairs and dramas. In both the genre the media is seem highly inspired by the indian media as we see our newscasters having hard time in pronounciating urdu words ,our dramas are using the language which is more identical to hindi than urdu.
While reviewing the litereature availble for this topic I found the research gap that no body had done an independent research on effect of indian content over pakistani childern. I bump into a research journal which was conducted by the Hulba aziz and Syed Kazim shah of Punjab university Historical society in december 2017 and their topic was “The effect of hindi animated cartoons causing the language change in Pakistani childern- a socio-cultural approach of ideology”
They conducted a mini research on schools of sahiwal catagorizing them into
2 major classes one is elite class school and the other one is middle class schools and the results were shocking.



Schools of two statuses
School names
Use of hindi words
Use of urdu words

Elite school 1
Bloom field hall
58%
42%

Elite school 2
Beacon house
55%
45%

Elite school 3
DPS
65%
35%

Middle class school 1
The educators
80%
20%

Middle class school 2
The spirit school
70%
30%

Middle class school 3
Allied school
72%
28%


The above table is alarming as in this research they were more focussed on childern of kindergarten. This was the response of kidz of age between 3 to 12 ,after watching images of chota bheem ,doremon they were seem excited. They were familiar with hindi words more than urdu words they immitate their favorite characters and use the slangs used by these characters.
MINI RESEARCH ON EFFECT OF INDIAN CONTENT ON PAKISTANI CHILDERN
As we can see that they were focussed on animated films there should be a research on effect of indian music dramas and films on Pakistani childern as well . So I conducted the mini research on kids of my own family aged 10 to 15 years old.These kids mostly belong to the elite schools and almost each of them tried to answer in english and when they were told to answer in urdu they all felt confuse and anxious , were facing hard time in answering but unfortunately they all were answering in hindi instead of urdu
They were told to answer the following questioneer.
What is the meaning of following ?
1: great
2:information
3:language
4:phairay
5:raakhi
6:desh
7:abid o zahid
8: lughat
9:danish mand
10: what is the plural of lafz
Kids reply



Words
English
Hindi meaning
Urdu meaning

Great
Vast,big,extra ordinary
Mahaan :82%
Azeem:18%

Information
Information
Jaankari:90%
Maloomat:10%

Language
Language
Bhaasha: 57%
Zabaan :43%

Phairay
Hindi traditional Wedding
Shaadi ki rasm 100%
Shaadi ki rasm

Raakhi
Wrist band
Raakhi :100%
Hindu tradition 100%

Desh
Country
Daish 78%
Mulk ,dais :22%

Abid o zahid
Person performing regular prayers in soltitude 54%
Bhagat 23%
Ibaadat guzar zuhd aur taqwa per qaim 20%

Lughat
Dictionary 25%
-
Lughat 50%

Danish mand
Intelegent 78%
Budhi maan 30 %
Aqalmand 50%

Plural of lafz
-
Alfaazon 56%
Lafzoun/alfaaz 44%


The above table is showing the percentage of the reply of majority kids and its very alarming. Our kids are more familiar to hindi words than in urdu they know mahaan but most of them were totally unaware of the urdu word used for great same with the word information they knew the meaning of information but they reply with jaankari instead of maloomat.they knew that zaban is also a word they use it a lot but they were told to answer in proper urdu so they all reply with bhasha as they think that bhaasha is pure urdu , they were aware of all indian tradional norms and festivals like raakhi ,phairay and each one of them tell us the right answer , but unfortunately they were not aware of the meanings of some simple urdu words like danish mand,(some of them mix up this word with desh a hindi word used for country)lughat and the plural of lafz only one kid reply with the right answer alfaaz .
This shows us where we are heading? What type of knowledge we are giving to our kids .Definitely these kids are studying in schools where they are not taught hindi but due to Media hegemony they are all influenced by indian media and indian content they are learning a lot from indian content instead of Pakistani media .I was surprised why these kids are so much influenced by indian content
.I analyzed the content ariring on Pakistani tv channels between 5 to 10 pm pst and what I concluded is as follows
1:CONTENT FOR KIDS
Pakistani media is not showing any content for kids not a single program is designed for kids .they are more focussed on news current affairs and social issues based dramas for women
2: USE OF WRONG URDU WORDS
Pakistani dramas and programs are using unnessarily english words in dialogues , scripts etc . They not only use english words a lot but sometimes they pronounce urdu words wrongly, and even create new words like I was watching a popular news and current affairs program “aaj shahzaib khaanzada ke saath” and they were using a flash that was continuosly playing in whole program containing word “shukar mand”. That was a total disaster for a high trp program using wrong language
3: EXCESSIVE USE OF ENGLISH
All the advertisements which are targeting minor audience are using english instead of urdu ‘nayay tang ka TASTE kesa hay? REFRESHING, TASTY, sab se BEST”ab aur bhi zyada TASTY aur itna REFRESHING k bs peetay jao. Our kids are not hearing proper urdu
4: CONTENT DESIGNED FOR KIDS IN ENGLISH
I tried to watch some Pakistani animated cartoon series for kids and it was totally an ear soar in order to communicate with minor audiences they were using a script which was totally in english but they were using helpind words of urdu like * yeh cheating hay , is ne apni power istemal ki hayP* . They use this excues that kids these days don’t understand pure urdu , and this is the most stupid excuse ever. If we don’t use urdu words with our kids how they are going to learn urdu? Hindi animated movies and hindi dubbed movies are setting the example for us they use sansikrat hard core words in their dubbing in order to teach their minors and they somehow succeed in their effort as while watching indian shows specially for kids we can see theire new generation is speaking hindi properly , though due to variety of cultural and lingual differences in india they cant implement hindi throughout the country but still their effort is appreciateable. In Pakistan situation is totally different urdu is only connecting language in Pakistan

5: TRANSLATION OF NEW ENGLISH WORDS
W e don’t translate new words of english and don’t use proper subtitute word available for english terms . secondly our parents our older generation try to speak with their kids in unglish using just helping verbs of urdu . for example beta APPLE khao ge?why? some of the parents usually say that its quite difficult for their kid to understand urdu words , wait why?Chinese is the most complicated language of the world but chinese people don’t communicate with their kids in simple english or other language that how a child will learn such a hard core language.?
6:SOCIAL MEDIA PLATFORMS
Our social media platforms are the worst of all. People are using abusive language a lot they use roman urdu more using double meaning slangs of simple urdu sentences that people are now a days avoiding using them like “ uska rung fuq hogaya “ was a simple way of saying the person was feeling worry but now a days if we use this simple sentence in our daily routine people will look down upon us thinking we are saying abusive words
If this continues our new generation will forget urdu completely. Media can play a vita role in giving urdu its right place . here are some suggestions
SUGGESTIONS
1: we must band all indian content in our own homes. Government had impose ban on indian films we should also restrict our childern and must not allow them to watch indian programs , films, dramas .we must avoid watching indian content in front of them as well
2:our media should work on creating content for kids focussing moral values of Pakistani society and islamic ideology
3: We must launch educational programs on our traditional and new media specially designed for our kids and teens
4: we must work on creating our own super heroes like burqa avengers , Allah yar ,and 3 bahadur so that our kids can idealize them instead of chota bheem