Journal of Media Studies, Vol 37, No 2 (2022)

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Exposure to Bollywood Movies and Viewers Acculturation

Nauman Riaz Sial, Zafar Iqbal


The term acculturation refers to the orientation toward one's cultural heritage and toward the new society in which one resides. The current study analyzed the effects of consuming Bollywood movies on the language acculturation, music and dress preferences, and marriage customs of Pakistani viewers in terms of acculturation. The data, qualitative in nature, was collected from two focus group discussions which were conducted in the capital of Pakistan. The participants were selected through purposive sampling. The results revealed that Pakistani viewers watch more Bollywood movies as compared to Hollywood or Pakistani films. Also, the viewers could easily understand some of the Hindi language words due to excessive exposure to Bollywood movies. Contrarily, the results also showed that audiences prefer listening to local songs as compared to Bollywood music. The results revealed that the male viewers prefer to wear local and Western dresses, while female viewers prefer Pakistani and Indian dresses due to the consumption of remote content. The results also indicated that a lower number of participants were interested to practice Indian marriage customs in their weddings, and respondents didn't have any knowledge regarding the history or origin of these rituals.


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