Divergent Moral Standards In Pakistani Dramas: A Critical Discourse Analysis

Abstract

Background: Pakistan's entertainment industry has witnessed a significant transformation in the past two decades, primarily due to the looming of private channels and online streaming platforms. Pakistani dramas have been an integral part of the country's popular culture, with millions of viewers daily. However, concerns have been raised about the content of these dramas, which often deviates from Pakistani society's cultural and social norms. Aim: The study aims to critically examine the role of Pakistani dramas in violating the existing moral standards of Pakistani society. The research further identifies and analyzes instances where dramas portray divergent moral standards that conflict with established societal norms. Additionally, the study explores the portrayal of gender roles in adherence to immoral behaviour. Method: The study's methodology involves analysing data from the most viewed prime time Pakistani television dramas aired in 2022, focusing on their content, themes, and narrative elements through critical discourse analysis. The research highlights instances where ethical boundaries are crossed or challenged by closely examining these dramas' dialogue, interactions, and character interactions. Findings: The research findings emphasize the significance of media content in shaping the attitudes and perceptions of its viewers. The study identifies the variation in portraying moral and contradictory content in the quest for higher viewership. This portrayal of negative and positive content may affect how audiences perceive and internalize certain behaviours, leading to potential shifts in their attitudes. Conclusion: In conclusion, this research underscores the crucial role played by the media, significantly television dramas, in influencing moral standards within Pakistani society. It suggests the need for responsible content creation to uphold ethical values and promote positive behaviours. Moreover, it raises questions about the role of media regulatory authorities and broadcasters in ensuring that media content aligns with societal norms and values. Furthermore, the study contributes a deeper understanding of the stressed relationship between media, morality, and societal cultural standards