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National

June 27, 2015

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Invasion of Pakistani culture

Creeping cultural penetration, which can also be termed as cultural invasion, is steadily increasing in Pakistan. This invasion is taking place through the opening of Pakistan cables to cheap Bollywood movies, Indian TV serials, talk shows and programmes, advertisements and most harmful of all screening of children’s programmes and cartoons dubbed in Hindi.
Young impressionable minds are the most vulnerable to this onslaught. However, they are not the only ones. Many housewives whose only exposure is limited to TV are also influenced by the Indian culture. They in turn are responsible for their own children adopting the foreign culture.
This onslaught by the Indian media may be termed a part of their strategy to question the Two-Nation theory on the basis of which an independent Pakistan was created. The reason why the Muslims of the Subcontinent demanded a separate homeland was that the difference between the two, Muslims and Hindus was great. The civilization and culture of both the nations was different. In short, right from birth till death both the religions and cultures were opposite of one another.
However, it seems even after independence India has not accepted Pakistan’s identity as a separate state and rejects any difference in the two nations, blatantly claiming that the two nations have similar interests and lifestyles. Thus, they feel justified to flood the Pakistani media with their own dramas, programmes and advertisements and the irony of it all is that our cable networks and Pemra, all welcome them with open arms.
Facing continuous hostility on every day basis from India, Pakistanis are still wary of Indian influence and goods in their markets. However, as the Indian influence is growing worldwide, Islamabad also has not been left out from this development. Indian goods seem to be flooding the Pakistani markets. However, the main threat emanates from the Indian film Industry and their television programmes. Although, the fame of

Indian film Industry is growing across the world, its major impact is on its neighbouring country i.e. Pakistan, which shares with it a common language as well as history.
Many segments in the society don’t see this as a problem at all and simply claim that people should not be told what to do and cannot be directed. They simply feel that the entire topic is pointless claiming that Pakistanis simply should not over concern themselves with such affairs. However, the fact is that underneath all this bonhomie and careless attitude is monetary benefit that results in airing of glamourised Indian dances and singing programmes. Obviously, viewers will be attracted towards this glamourised version of entertainment and will divert from their own moral, ethical and religious values.
If this onslaught continues, our children and youth will be talking in Hindi without even knowing that the particular word is not in Urdu. This is a loss of identity, a loss of culture and above all a loss of religion. We as a nation need to take into account the fact that we are a different nation. Despite all, the good part is that the common man remains untouched by this madness around him, speaking his own regional language or Urdu and wears his own traditional clothes while saying no to the Indian products. This is heartening and gives us the hope that our ideology will remain intact.
One hopes that our independent media realises it and does what they are truly meant to do i.e. to represent Pakistan in the satellite world. Otherwise, our distinct way of life, values and language, which we have successfully preserved through the centuries, will be threatened. Further, there is a need to promote our own culture by helping our TV channels and film industry making them lucrative so that Pakistani talent could divert their energies in serving their own audience. This in turn will keep the audience satisfied and they will not stray to foreign channels or material.

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