GLOBAL MEDIA AND TRIBAL CULTURAL VALUES: A STUDY OF DERA GHAZI KHAN, PUNJAB, PAKISTAN

Abstract

The global media networks and its usage have been significantly increased in recent years. The use of global media has influenced all aspects of social life. It has brought the people of distant communities together and resulted in diffusion of cultural values across the globe. This study explored the usage of
global media by tribal people and its effects on the cultural values of tribal community in Dera Ghazi Khan. A survey was designed to get information from tribal people aged 15 years and above using global media networks. Primary data was collected from a sample of 420 tribal people was selected conveniently through multistage sampling. The data was analyzed quantitatively while using SPSS. The results showed that global media (Satellite TV, internet, radio) were available in most of tribal area and young tribal people were heavy users. Most of respondents were using global media on regular basis and they spent more than two hours daily in using global media. It was also found that those people who were more exposed to global media, were less liked to observe tribal cultural values and had less belief in traditional gender role.