Journal of Media Studies, Vol 34, No 1 (2019)

Font Size:  Small  Medium  Large

Understanding the Diffusion and Consumption of American Popular Culture in Pakistan

Sadia Mahmood, Marvi Masud


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


Bennett, T. (1980). Popular Culture: A Teaching Object. Screen Education.Hall, S. (1981). Notes on Deconstructing ‘The Popular.’ People’s History and Socialist TheoryChapter 2. Attitudes Toward American Culture and Ideas. (2012, June 13). Retrieved from PEW Research Center:, L. (2010). Globalization and American Popular Culture, Second Edition. Maryland: Rowman & Little Field Publisher.Jawaid, M. K. (2017). Cinema This Year. Numbers. Bigger Stakes. Bigger Flops. So Far. Karachi: Mag The Weekly.Maltby, R. (1989). Dreams for Sale: Popular Culture in the 20th Century. Syracuse University Press.PTCL and Netflix sign collaboration agreement. (2018, September 3). Retrieved from PTCL:, A. (1989). No Respect: Intellectuals and Popular Culture. London: Routledge.Strinati, D. (2004). An Introduction to Theories of Popular Culture. Routledge.Williams, A. (2002). Film and Nationalism. Rutgers University Press.Williams, R. (1983). Keywords: A Vocabulary of Culture and Society. London: Fontana Press.

Full Text: PDF


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Institute of Communication Studies
University of the Punjab, Quaid-e-Azam Campus, Lahore - 54590, Pakistan.

E-Mail :

Phone No. : 92-42-99231225