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Understanding the Diffusion and Consumption of American Popular Culture in Pakistan
Abstract
The primary purpose of this research is to identify whether Pakistani youth are aware of the concept of popular culture and how conversant they are with the latest entertainment trends. Through a quantitative research survey this study examines how Pakistani youth in their specific socio-religious context perceive American popular culture and which channels they use to consume American content. This study further investigates whether they prefer watching local content and movies in comparison to American content. Findings show that youth does not resist American popular culture as a whole and are embracing cultural hybridity
References
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