"Media's Influence Unveiled: Balancing Modernity with Ethical and Cultural Harmony"

Table of Contents

“Media’s Influence Unveiled: Balancing Modernity with Ethical and Cultural Harmony”

THEME

The role and impact of the media in the present era is gaining impetus with each passing day. We have a fair idea as to how media influences perceptions of reality, societal norms, and individual identity through mechanisms like cognitive priming, social learning, and cultivation theory. It is felt that there is a need to investigate both positive and negative effects of media consumption on mental health, interpersonal relationships, and cultural integration to explore the profound impact of various forms of media—news, entertainment, advertisements, and social media—on human psychology, values, beliefs, and behaviors.
A regulatory framework grounded in Islamic principles, cultural values, and national policies, needs to be institutionalized in order to mitigate harmful media effects while promoting content that aligns with ethical standards and societal well-being. By integrating religious teachings and cultural norms with modern communication theories, the research seeks to provide actionable guidelines for media governance that balance freedom of expression with state and societal responsibility.

AIM

This study aims to analyze the psychological, cultural, and behavioral impacts of media on Pakistani society and design a structured regulatory framework rooted in Islamic ethics, cultural values, and national policies.

SCOPE

This research will analyze the impact of media on human psychology, values, and behavior within the socio-cultural and religious context of the Islamic Republic of Pakistan. The study will focus on the following dimensions: –

a. Media Types and Formats. Examination of various forms of media, including:-

Television: Dramas, news, and entertainment programs.
Radio: Traditional and modern formats.
Print Media: Newspapers and magazines.
Digital Media: Social media platforms, online news portals, and streaming services.
Advertising: Commercials and product placements across all media.

b. Psychological and Behavioral Impact

Analysis of how media consumption affects mental health, interpersonal relationships, and social behaviors among diverse demographic groups in Pakistan.
Specific focus on issues such as: –

Body image concerns due to unrealistic beauty standards portrayed in the media.
Materialism and consumerism are promoted through advertisements.
Desensitization to violence and sensationalism in news reporting.

c. Islamic Teachings and Values

Exploration of how Islamic principles can guide media content regulation to promote ethical standards, modesty (Parda), and moral values in Pakistani society, emphasizing on Quranic injunctions (e.g., Surah An-Nur) regarding modesty in dress codes, speech, and public conduct.

d. Cultural Norms and Sensitivities

Examination of the role of cultural norms in shaping media content and audience perceptions.
Focus on preserving Pakistan’s cultural heritage while addressing the influence of foreign content that promotes Westernized lifestyles, dress codes, or anti-Islamic ideologies.

e. National Policies and Regulations

Evaluation of existing regulatory frameworks in Pakistan, such as those enforced by PEMRA (Pakistan Electronic Media Regulatory Authority), to assess their effectiveness in aligning media content with national policies and Islamic values.
Identification of gaps in enforcement mechanisms related to indecent content, advertising ethics, and sensationalism in news reporting.

f. Comparative Analysis

Inclusion of comparative studies with other countries (e.g., Iran or Malaysia) that have successfully aligned their media regulations with religious teachings and cultural values to identify best practices for Pakistan.

g. Stakeholder Engagement: Consultation with key stakeholders such as: –

Media professionals (producers, journalists).
Policymakers (government officials, PEMRA representatives).
Religious scholars (Islamic ethicists).
Community leaders (civil society representatives).

h. Methodological Approach. Adoption of a mixed-methods approach

combining: –

Quantitative Surveys: To gather data on media consumption patterns across different demographics in Pakistan.
Qualitative Interviews/Focus Groups: To gain deeper insights into perceptions about the media’s role in shaping societal values and behaviors.

By focusing on these dimensions, this research aims to provide a holistic understanding of how media influences societal dynamics in Pakistan while proposing practical solutions for ethical media governance that align with Islamic teachings, cultural norms, and national priorities.

1.Regulating Media

a. Background and Context

(1) The media have become an integral part of modern society, profoundly influencing how people perceive the world, form opinions, and shape their behaviors. In Pakistan, the media plays a dual role: it serves as a source of information and entertainment while simultaneously acting as a powerful tool for shaping societal values and norms. The rise of television, digital platforms, and social media has significantly amplified the media’s reach, making it a dominant force in the lives of Pakistanis.

(2) Pakistan’s unique socio-cultural landscape is deeply rooted in Islamic principles and traditional values. However, the rapid expansion of media, particularly during the liberalization era of the early 2000s, has introduced content that often conflicts with these foundational beliefs. Dramas, advertisements, and news programs frequently depict lifestyles, dress codes, and behaviors that are inconsistent with Islamic teachings and cultural norms. For instance, television dramas often glamorize materialism and promote Westernized ideals of beauty, which can erode modesty (Parda) and traditional family values1.

(3) This growing disconnect between media content and Pakistan’s Islamic identity has raised concerns about its long-term impact on societal cohesion. Media’s influence extends beyond entertainment; it shapes cultural narratives, reinforces stereotypes, and alters public perceptions of morality and ethics. While the media has the potential to promote positive change by addressing regressive norms or raising awareness on critical issues, its current trajectory in Pakistan leans heavily toward sensationalism, commercialism, and cultural dilution2.

b. Problem Statement.

The current trends in Pakistani media highlight a troubling contradiction: while Pakistan is constitutionally mandated to uphold Islamic principles in all spheres of life (as per Article 31 of the Constitution), much of the content aired on television or shared on digital platforms deviates from these values. For example:-

(1) Indecent Dress Codes: Many dramas and advertisements display attire that contradicts Islamic guidelines on modesty, normalizing immodesty among viewers3.

(2) Hyper-Commercialization: Advertisements often promote consumerism and materialistic ideals, equating happiness with wealth and possessions rather than personal growth or spiritual fulfillment4.

(3) Sensationalism in News: News outlets prioritize ratings over ethical journalism, often resorting to exaggerated or unverified reporting. This “breaking news culture” undermines journalistic integrity and fosters distrust among viewers5.

Despite these challenges, regulatory bodies such as PEMRA (Pakistan Electronic Media Regulatory Authority) have failed to enforce ethical standards effectively. Weak penalties for violations and political interference have rendered these institutions largely ineffective in curbing harmful media practices6. This lack of accountability has allowed media outlets to prioritize profits over their responsibility to promote ethical content aligned with Pakistan’s ideological foundations.

c. Research Significance

(1) The urgency to address these issues cannot be overstated. Media wields immense power in shaping public opinion and societal norms; therefore, it must align with Pakistan’s ideological foundations as envisioned in the Objective Resolution and Article 31 of the Constitution. These foundational documents emphasize the need for an Islamic way of life that upholds moral values, modesty, and cultural integrity.

(2) Furthermore, the media plays a critical role in fostering national identity (Pakistaniyat) while promoting Islamic values (Islamiyat). By creating content that reflects Pakistan’s rich cultural heritage and religious principles, the media can serve as a unifying force rather than a divisive one. It can also act as a counterbalance to external influences that seek to dilute Pakistan’s cultural identity through globalization or foreign media infiltration7.

(3) This research aims to explore how media can be reformed to fulfill its potential as a positive force in Pakistani society. By aligning media content with Islamic teachings, cultural norms, and national priorities, this study seeks to provide actionable recommendations for policymakers, regulatory bodies, and content creators. The ultimate goal is to ensure that media contributes to societal well-being while preserving Pakistan’s moral fabric.

2. Theoretical Framework.

The theoretical framework provides the foundation for understanding how media impacts societal values, behaviors, and perceptions. This section explores key theories related to media effects, Islamic ethical principles, and the cultural and policy context within Pakistan.

a. Media Effects Theories:

Media effects theories help explain the mechanisms through which media influences individuals and societies. Two prominent theories relevant to this study are: –

(1) Cultivation Theory: Cultivation theory, developed by George Gerbner, posits that prolonged exposure to media content, particularly television, shapes viewers’ perceptions of reality. Media acts as a “cultural storyteller,” consistently presenting themes and narratives that influence societal norms and individual beliefs over time. For example:

(a) Television’s Role: In Pakistan, television dramas often glamorize Westernized lifestyles, materialism, and immodesty, which can distort traditional values and perceptions of modesty (Parda) among audiences8.

(b) Social Media Adaptation: Similar effects are observed in social media platforms, where recurrent portrayals of hypersexualized imagery or extravagant lifestyles cultivate unrealistic expectations and alter societal norms9.

Cultivation theory underscores the importance of regulating media content to ensure it aligns with ethical standards and promotes values consistent with Pakistan’s socio-cultural identity.

(2) Social Learning Theory Albert Bandura’s social learning theory emphasizes that individuals learn behaviors and values by observing others, particularly through media. Media functions as a model for imitation, influencing viewers’ actions and attitudes through repeated exposure to specific behaviors or ideologies1 0. Key components include: –

(a) Imitative Behavior. In Pakistan, advertisements often portray unattainable beauty ideals or extravagant lifestyles, encouraging viewers to adopt materialistic or immodest behaviors.

(b) Role Models in Media: Celebrities and influencers featured in dramas or social media platforms serve as role models, shaping public perceptions of acceptable attire, speech, and conduct1 1.

This theory highlights the need for ethical oversight in media content to ensure that role models promote values aligned with Islamic teachings and cultural norms.

b. Islamic Ethical Framework

Islamic teachings provide a comprehensive ethical framework for regulating media content in Pakistan. The Quran and Hadith offer clear guidelines on modesty (Parda), speech ethics (Akhlaq), and social responsibility, which are essential for fostering a moral society.

(1) Quranic Injunctions on Modesty

The Quran emphasizes the importance of modesty in attire and behavior as a cornerstone of Islamic ethics. Key verses include: –

(a) Surah An-Nur (24:30 31): Directs both men and women to lower their gaze and dress modestly. Media content that promotes immodesty or indecent dress codes directly contradicts these teachings1 2.

(b) Surah Al-Ahzab (33:59): Encourages women to wear garments that preserve their dignity and protect them from harm. This principle highlights the need for media to portray modest attire rather than glamorizing immodest fashion trends.

(2) Hadiths on Ethical Conduct. Prophetic traditions emphasize decency in speech, attire, and public behavior: –

(a) Speech Ethics. Media must avoid sensationalism, slander (Gheebah), or vulgar language, as these behaviors are condemned in Islam13.

(b) Public Conduct. Content promoting respect for elders, family bonds, and community welfare aligns with Islamic values and should be prioritized in Pakistani media1 4.

By integrating these principles into media regulations, Pakistan can ensure that content reflects its Islamic identity while promoting societal well-being.

c. Cultural and Policy Context

Pakistan’s socio-cultural landscape is deeply rooted in traditional family values, respect for elders, and community cohesion. However, the influence of globalization has introduced foreign cultural elements that often clash with these norms. This section examines the interplay between cultural sensitivities and national policies governing the media.

(1) Cultural Norms and Sensitivities. Pakistani culture places significant importance on preserving family structures, modesty (Haya), and religious practices. Yet, contemporary media often undermines these values by promoting Westernized lifestyles or individualistic ideologies. For example: –

(a) Family Values. Dramas frequently depict dysfunctional family dynamics or prioritize romantic relationships over familial bonds15.

(b) Modesty in Dress Codes: Advertisements often glamorize immodest attire inconsistent with cultural expectations of Parda1 6.

Media must reflect these cultural sensitivities to maintain societal cohesion while resisting external influences that dilute Pakistan’s identity.

(2) National Policies on Media Regulation. The Pakistan Electronic Media Regulatory Authority (PEMRA) was established under the PEMRA Ordinance (2002) to oversee media content in alignment with national priorities. However, several shortcomings exist: –

(a) Weak Enforcement Mechanisms. Despite clear guidelines on decency standards, violations such as vulgar language or indecent attire often go unpunished due to political interference or lack of accountability1 7.

(b) Inadequate Representation of Islamic Scholars: Regulatory bodies lack input from religious experts who can guide ethical standards rooted in Islamic teachings18.

To address these gaps, structural reforms are needed to strengthen PEMRA’s autonomy while incorporating Islamic scholars into decision-making processes.

3. Media’s Impact on Pakistani Society

The media landscape in Pakistan has undergone a significant transformation over the years, becoming a powerful force that shapes societal values, behaviors, and cultural norms. While the media has the potential to foster positive change, its current trajectory often exacerbates psychological issues, promotes moral degradation, and undermines traditional values rooted in Islamic teachings. This section explores the psychological and behavioral effects of media, its role in cultural erosion, and case studies that highlight its impact.

a. Psychological and Behavioral Effects

Media exerts a profound influence on mental health and individual behavior by dictating societal expectations and reinforcing cultural narratives. In Pakistan, this influence manifests in several ways: –

(1) Mental Health Issues

(a) Anxiety and Stress. Unrealistic portrayals of beauty standards, wealth, and success in television dramas and advertisements have led to increased anxiety among viewers who struggle to meet these unattainable ideals. For example, young women often feel pressured to emulate the fashion trends of actresses depicted in popular dramas, leading to self-esteem issues19.

(b) Materialism. Advertisements heavily promote consumerism by equating happiness with material possessions. This relentless focus on wealth accumulation fosters dissatisfaction and stress among individuals unable to afford such lifestyles2 0.

(c) Body Image Disorders. Hypersexualized imagery and idealized beauty standards perpetuated by the media contribute to body image concerns, particularly among women. Studies have shown that university students in Pakistan are influenced by the fashion styles portrayed in dramas, which often prioritize Western aesthetics over modesty21.

(2) Erosion of Empathy and Rise in Aggression

(a) Violent Content: Sensationalist news reporting and violent scenes in dramas desensitize viewers to aggression while normalizing conflict as a means of problem-solving2 2.

(b) Sensationalism: The media’s tendency to amplify societal problems without offering solutions fosters a culture of negativity and distrust. This approach erodes empathy among viewers while increasing polarization within society2 3.

The psychological toll of media consumption underscores the urgent need for ethical regulation to mitigate its harmful effects on mental health and societal cohesion.

b. Cultural and Moral Degradation

Media plays a critical role in shaping cultural norms; however, its current direction often undermines Pakistan’s Islamic values and traditional heritage.

(1) Westernization of Dress Codes and Lifestyles

(a) Television dramas and advertisements frequently glorify Westernized lifestyles, including immodest dress codes that contradict Islamic teachings on modesty (Parda). For example, actresses are often portrayed wearing attire that does not align with Quranic injunctions (e.g., Surah An–Nur 24:30 31), influencing public perceptions of acceptable clothing choices2 4.

(b) Consumerism promoted through advertisements further dilutes cultural values by prioritizing individualistic ideals over communal well-being25.

(2) Undermining Modesty (Parda) Through Hypersexualized Content

(a) Hypersexualized imagery in advertisements and entertainment content erodes societal norms surrounding modesty (Haya). This trend is particularly evident in fashion campaigns that prioritize revealing attire over culturally appropriate clothing options2 6.

(b) The normalization of immodesty through media content contradicts Islamic principles on decency while fostering moral confusion among younger generations2 7.

The cultural erosion caused by media highlights the need for regulatory frameworks that preserve Pakistan’s Islamic identity while resisting foreign influences.

c. Case Studies: Several case studies illustrate how media content influences societal values in Pakistan: –

(1) Popular TV Dramas: Humsafar vs. Ertugrul

(a) Humsafar. This widely acclaimed Pakistani drama displays modern relationships but has been criticized for glamorizing materialism and promoting Westernized ideals of beauty. Its portrayal of romantic relationships often sidelines family values, contributing to cultural dilution28.

(b) Ertugrul: In contrast, this Turkish drama gained immense popularity in Pakistan for promoting Islamic heroism, modesty (Parda), and family cohesion. Its success demonstrates the potential for media to reinforce positive values aligned with Islamic teachings2 9.

These contrasting examples highlight the influence of narrative choices on societal perceptions and behaviors.

(2) Advertising Trends Promoting Consumerism Over Islamic Values

(a) Advertisements frequently equate happiness with luxury products, fostering materialistic attitudes that contradict Islamic principles on simplicity and contentment3 0.

(b) Campaigns featuring hypersexualized imagery undermine modesty while prioritizing commercial interests over ethical considerations3 1.

These case studies underscore the need for content guidelines that prioritize Islamic ethics over commercial gain.

4. Current Media Regulatory Landscape in Pakistan.

Pakistan’s media regulatory landscape is primarily governed by the Pakistan Electronic Media Regulatory Authority (PEMRA), established under the PEMRA Ordinance of 2002. While PEMRA aims to regulate and improve media standards, several challenges and limitations hinder its effectiveness.

a. PEMRA’s Role and Limitations

PEMRA is tasked with regulating electronic media in Pakistan, including television, radio, and digital platforms. However, despite its mandate, PEMRA faces significant challenges in enforcing its Code of Conduct effectively.

b. Negatives of PEMRA’s Code of Conduct

(1) Lacks Enforcement. PEMRA’s enforcement mechanisms are often criticized for being weak, allowing media outlets to violate decency standards with minimal repercussions. For instance, indecent attire in dramas or advertisements frequently goes unchecked, undermining Islamic values of modesty (Parda) 32.

(2) Political Interference

The authority is subject to political influence, which can lead to selective enforcement based on political considerations rather than clear legal standards. This undermines PEMRA’s independence and credibility as a regulator3 3.

c. Failure to Address Key Issues

(1) Indecent Attire and Vulgar Language. PEMRA has struggled to effectively address the portrayal of indecent attire and vulgar language in media content. This failure contributes to the erosion of cultural and Islamic values in Pakistani society34.

(2) Unethical Advertising. Advertisements promoting consumerism and materialism often escape scrutiny, despite their potential to undermine Islamic principles of simplicity and contentment35.

d. Legal and Policy Gaps

Several legal and policy gaps hinder PEMRA’s ability to regulate media effectively: –

(1) Weak Penalties for Violations

(a) Inadequate Deterrent. The penalties for violating Islamic and cultural standards are often too lenient, failing to deter media outlets from airing indecent or culturally insensitive content. This lack of effective enforcement allows harmful trends to persist36.

(b) Arbitrary Enforcement. The wide discretion afforded to PEMRA can lead to arbitrary decisions, further complicating the regulatory environment37.

(2) Inconsistencies Between Federal and Provincial Regulations

(a)Jurisdictional Conflicts. There are inconsistencies between federal and provincial regulations, which can create confusion and hinder effective enforcement. For example, provincial governments may have different standards for what constitutes indecent content, leading to uneven application of laws across Pakistan38.

(b) Lack of Harmonization. The absence of a unified regulatory framework across provinces complicates PEMRA’s efforts to ensure consistent media standards nationwide39.

5. Islamic Teachings on Media Ethics

Islamic teachings provide a comprehensive ethical framework for media content and communication, emphasizing values such as modesty (Parda), truthfulness, and social responsibility. In the context of Pakistan, where media plays a significant role in shaping societal norms, aligning media practices with Islamic principles is crucial for preserving cultural and moral integrity.

a. Concept of Parda in Islam

Modesty (Parda) is a fundamental concept in Islam, deeply rooted in Quranic injunctions and Prophetic traditions. The media has a responsibility to uphold and promote this value, ensuring that content reflects the principles of modesty in attire, behavior, and interactions.

b. Quranic Verses on Modesty

(1) Surah An-Nur (24:30–31): Allah commands both men and women to lower their gaze and guard their modesty. Women are instructed to wear garments that conceal their beauty except what is apparent. This verse underscores the importance of modest attire and behavior, which the media should reflect in its portrayal of characters and public figures.

(2) Surah Al-Ahzab (33:59): Women are advised to cover themselves with outer garments to preserve their dignity and protect themselves from harm. Media content that glamorizes immodest fashion trends contradicts this directive, necessitating stricter guidelines for dress codes in advertisements, dramas, and entertainment programs.

c. Hadiths on Modesty

(1) The Prophet Muhammad (peace be upon him) emphasized the importance of Haya (modesty) as an integral part of faith. He said: “Modesty is part of faith” (Sahih Muslim). Media must avoid promoting immodest behavior or attire that undermines this value.

(2) Silence over indecent speech or conduct is discouraged in Islam. The Prophet also stated: “Whoever believes in Allah and the Last Day should speak good or remain silent” (Sahih Bukhari). This highlights the need for ethical communication in media platforms.

d. Media’s Responsibility to Promote Haya. Media has a moral obligation to reinforce modesty through its content by: –

(1) Depicting characters in attire that aligns with Islamic guidelines on modesty (Parda).

(2) Avoiding hypersexualized imagery or behaviors that contradict Islamic teachings.

(3) Promoting respectful interactions between genders in dramas, advertisements, and public discourse.

By adhering to these principles, the media can contribute positively to societal values while preserving Pakistan’s Islamic identity.

e. Ethical Content Guidelines

Islamic ethics emphasize truthfulness, respect, and social responsibility in all forms of communication, including media. These guidelines serve as benchmarks for creating content that aligns with Islamic values.

(1) Prohibition of Gheebah (Backbiting), Slander, and Sensationalism.

(a) Backbiting and Slander. Islam strictly prohibits Gheebah (backbiting) and slander, as highlighted in Surah Al-Hujurat (49:12): “Do not backbite each other; would any of you like to eat the flesh of his dead brother?” Media must avoid sensationalist reporting that defames individuals or spreads falsehoods.

(b) Sensationalism

Ethical journalism requires accuracy and impartiality. Sensationalist headlines or exaggerated news stories compromise integrity and foster distrust among audiences. Media platforms should prioritize factual reporting over sensationalism to maintain credibility.

(2) Encouragement of Content Fostering Piety, Family Bonds, and Social Justice. Islamic teachings encourage the media to serve as a force for good by promoting values such as piety (Taqwa), family cohesion, and social justice: –

(a) Piety (Taqwa). Content should inspire spiritual growth by highlighting themes such as gratitude, patience, and reliance on Allah’s guidance. For example, dramas can depict characters overcoming challenges through faith rather than materialism.

(b) Family Bonds. Media should portray strong family relationships that reflect Islamic values of respect for elders and care for children. Dramas glorifying dysfunctional families or prioritizing romantic relationships over familial ties contribute to cultural erosion.

(c) Social Justice. The media has a responsibility to address societal issues such as poverty, inequality, and gender discrimination through constructive narratives that align with Islamic principles.

f. Challenges in Implementation

Despite the clarity of Islamic ethical principles, implementing them within modern media poses challenges such as commercialization pressures and globalized influences promoting un-Islamic practices. For example: –

(1) Advertisements often prioritize profit over ethical considerations by glamorizing immodest attire or materialistic lifestyles.

(2) Social media platforms amplify sensationalist content due to algorithms favoring engagement over accuracy.

6. Proposed Regulatory Framework

To address the challenges posed by the media in Pakistan, a comprehensive regulatory framework is necessary. This framework should align with Islamic ethics, cultural norms, and national identity while ensuring creative freedom does not compromise societal welfare.

a. Principles for Media Governance

The proposed framework is built on the following principles: –

(1) Alignment with Islamic Ethics and Cultural Norms

(a) Media content should reflect Islamic values such as modesty (Parda), truthfulness (Sidq), and respect for human dignity (Karamat al-Insan).

(b) Cultural norms, including family values and respect for elders, must be preserved and promoted through media narratives.

(c) National identity (Pakistaniyat) should be fostered by emphasizing themes that unite the nation and promote its rich cultural heritage.

(2) Balancing Creative Freedom with Societal Welfare

(1)While creative freedom is essential for artistic expression, it must be balanced with societal responsibility. Media should avoid content that undermines moral values or promotes harmful behaviors.

(2) Regulatory bodies should ensure that media content aligns with the greater good of society, promoting ethical standards and moral values.

b. Structural Reform

To ensure effective regulation, structural reforms are necessary: –

(1) Strengthening PEMRA’s Autonomy and Accountability

(a) Reduce political interference in PEMRA’s decision-making processes to ensure independence and impartiality.

(b) Implement transparent accountability mechanisms to monitor PEMRA’s performance and address public grievances effectively.

(2) Inclusion of Islamic Scholars and Ethicists in Regulatory Bodies

(a) Incorporate Islamic scholars and ethicists into PEMRA’s advisory boards to guide Islamic principles and cultural norms.

(b) Their involvement will help ensure that media content aligns with Islamic teachings and promotes ethical standards.

c. Content-Specific Guidelines.

To address specific issues, the following guidelines are proposed: –

(1) Dress Code Regulations for Actors and Public Figures in Media

(a) Establish clear guidelines for modest attire in dramas, advertisements, and public appearances.

(b) Ensure that media content reflects Islamic values of modesty (Parda) and cultural norms regarding dress codes.

(2) Ban on Advertisements Promoting Extravagance, Indecency, or Un-Islamic Lifestyles

(a) Prohibit advertisements that glorify materialism, extravagance, or indecent lifestyles.

(b) Encourage advertising that promotes modesty, simplicity, and Islamic values, contributing positively to societal norms.

7. Case Studies and Comparative Analysis

This section examines the impact of media content on societal values and cultural identity through case studies and international comparisons. It highlights how specific examples of media content, both domestic and international, can either reinforce or undermine Islamic values and cultural norms.

a. Domestic Examples

(1) The Success of Ertugrul in Promoting Islamic Heroism. The Turkish historical drama Dirilis: Ertugrul (Resurrection: Ertugrul) has had a profound impact on Pakistani audiences since its Urdu-dubbed version was aired on PTV in 2020. The series, which portrays the life of Ertugrul Ghazi, a 13th-century Muslim Oghuz Turk leader, has been lauded for its positive depiction of Islamic values such as bravery, justice, modesty, and unity.

(a) Islamic Values and Heroism

The show glorifies Muslim heroes and Islamic ethics, depicting Ertugrul as a man of unwavering faith, honor, and justice. It incorporates Quranic messages and themes of Haya (modesty), loyalty to family, and the pursuit of justice, resonating deeply with Pakistani audiences hungry for representation that aligns with their religious identity4 0.

(b) Cultural Relevance: Unlike many local dramas that focus on romanticized relationships or Westernized lifestyles, Ertugrul offers a narrative rooted in Islamic history and values. This has led to widespread appreciation among viewers who see it as a counter-narrative to the vulgarity often criticized in Bollywood-inspired Pakistani dramas41.

(c) Impact on Society: The series has sparked a revival of interest in Islamic history and culture. Many parents in Pakistan have named their children after characters from the show, while markets have seen an influx of Ertugrul-themed merchandise such as toys and clothing4 2. Prime Minister Imran Khan even endorsed the show as a means to educate Pakistanis about their Islamic heritage while countering Islamophobia43.

b. Criticism of Bollywood-Inspired Dramas. In contrast to Ertugrul, many Pakistani dramas inspired by Bollywood trends have been criticized for promoting immodesty, materialism, and dysfunctional family dynamics.

(1) Immodesty in Dress Codes: These dramas often feature characters wearing attire that contradicts Islamic principles of modesty (Parda).

(2) Materialistic Narratives: They glorify wealth and consumerism over spiritual or ethical values.

(3) Cultural Erosion: By mimicking Bollywood’s glamorization of Westernized lifestyles, these dramas contribute to the dilution of Pakistan’s cultural identity.

The stark contrast between Ertugrul’s success and the criticism faced by Bollywood-inspired content underscores the need for media that aligns with Islamic teachings and cultural norms.

c. International Models

(1) Iran’s Islamic Republic of Iran Broadcasting (IRIB) Guidelines on Modesty. Iran’s state-controlled media regulator, IRIB, provides a model for aligning media content with Islamic principles.

(a) Dress Code Regulations: IRIB enforces strict guidelines on modest attire for actors and public figures in the media. Women are required to wear headscarves, and immodest clothing is prohibited in all forms of content.

(b) Censorship Policies: Content that promotes indecency or contradicts Islamic values is censored before broadcast. For example, romantic scenes or depictions of excessive wealth are heavily moderated to ensure compliance with cultural norms.

(c)Promotion of Religious Themes: Iranian media frequently produces films and dramas that highlight religious stories, moral lessons, and historical narratives rooted in Islam.

While Iran’s strict regulatory approach has drawn criticism for limiting creative freedom, it effectively ensures that media content aligns with the country’s Islamic identity.

(2) Malaysia’s Balanced Approach to Media Globalization and Islamic Values. Malaysia offers an alternative model by balancing globalization with adherence to Islamic values in its media landscape.

(a) Cultural Sensitivity in Content: Malaysian authorities encourage local producers to create content that reflects the country’s multicultural heritage while adhering to Islamic principles. For instance, romantic scenes are moderated to maintain decency without compromising storytelling quality.

(b) Global Collaboration with Ethical Oversight: Malaysia collaborates with international media companies but ensures that imported content is reviewed for compliance with local cultural norms before broadcasting. This approach allows Malaysia to participate in global media markets without compromising its Islamic identity.

(c) Public Education Campaigns: The Malaysian government actively educates audiences about ethical media consumption through campaigns that emphasize the importance of modesty (Haya) and social responsibility.

8. The Government’s Role and Responsibilities

The government of Pakistan plays a pivotal role in shaping the media landscape by ensuring that media content aligns with the country’s constitutional obligations and national priorities. This involves balancing freedom of expression with societal responsibility while promoting Islamic values and national identity.

a. Constitutional Obligations: Pakistan’s Constitution outlines two critical provisions relevant to media regulation: Article 19, which guarantees freedom of speech, and Article 31, which emphasizes the promotion of an Islamic way of life.

b. Article 19: Freedom of Speech

(1) This article ensures that every citizen has the right to freedom of speech and expression, subject to any reasonable restrictions imposed by law in the interest of the glory of Islam or the integrity, security, or defence of Pakistan or any part thereof, friendly relations with foreign States, public order, decency or morality, or about contempt of court, commission of or incitement to an offence44.

(2) While freedom of expression is essential for a vibrant democracy, it must be balanced with societal welfare and Islamic values.

c. Article 31: Islamic Way of Life

(1) This article mandates the state to promote the Islamic way of life by enabling the Muslims of Pakistan, individually and collectively, to order their lives following the teachings and requirements of Islam as set out in the Holy Quran and Sunnah45.

(2) The government is constitutionally obligated to ensure that media content supports this objective by promoting Islamic ethics and values.

9. Challenges and Counterarguments.

Media regulation in Pakistan faces significant challenges and counterarguments, particularly regarding the balance between censorship and creative freedom, as well as the influence of globalized media on local content. This section explores these challenges and offers mitigation strategies to address them effectively.

a. Potential Criticisms

(1) “Censorship vs. Creativity” Debate.

One of the most contentious issues in media regulation is the perceived conflict between censorship and creative freedom. Critics argue that excessive censorship stifles artistic expression and discourages innovation in storytelling. For instance: –

(a) Artistic Limitations

Content creators often self-censor to avoid backlash or regulatory penalties, leading to a lack of diversity and bold narratives in Pakistani media4 6.

(b) Impact on Inclusivity: Overly restrictive policies can alienate marginalized voices, such as feminist narratives or minority perspectives, which are essential for fostering a diverse media landscape4 7.

(c) Global Trends: With the world moving toward inclusivity and progressive storytelling, Pakistan risks falling behind by imposing rigid censorship rules that limit creative exploration48.

While societal sensitivities must be respected, critics emphasize that censorship decisions should be made thoughtfully to avoid suppressing creativity unnecessarily.

(2) Globalized Media’s Influence on Local Content. The increasing globalization of media poses another challenge for Pakistan’s regulatory framework: –

(a) Cultural Erosion: Imported content from Western or Bollywood sources often promotes values that clash with Pakistan’s Islamic principles and cultural norms, such as immodesty or individualism4 9.

(b) Audience Preferences: Younger generations are increasingly drawn to globalized content due to its high production quality and modern themes, which can overshadow local productions rooted in Islamic values50.

(c) Economic Competition: Local media producers struggle to compete with international platforms like Netflix or YouTube, which offer unrestricted access to diverse content that may not align with Pakistan’s cultural sensitivities51.

These challenges highlight the need for a balanced approach that preserves local values while engaging with global trends.

b. Mitigation Strategies

To address these challenges effectively, the following strategies are proposed: –

(1) Public Awareness Campaigns on Media Literacy: Educating audiences about ethical media consumption is crucial for mitigating the negative effects of both censorship and globalized content: –

(a) Understanding Media Ethics: Campaigns can highlight the importance of modesty (Parda), truthfulness (Sidq), and social responsibility in media consumption.

(b) Critical Consumption Skills. Audiences should be equipped to critically evaluate content rather than passively accepting narratives that contradict Islamic values or promote harmful behaviors5 2.

(c) Community Engagement: Religious scholars, educators, and community leaders can collaborate to foster discussions on ethical media practices tailored to Pakistan’s socio-cultural context.

By empowering audiences with media literacy, Pakistan can create a more informed public capable of making responsible choices about the content they consume.

(2) Collaboration with Religious Institutions (e.g., Council of Islamic Ideology). Engaging religious institutions in media regulation can help bridge the gap between creative freedom and societal sensitivities: –

(a) Content Review Panels: Committees comprising Islamic scholars can review media content to ensure it aligns with Quranic teachings and cultural norms without stifling creativity unnecessarily53.

(b) Guidelines for Ethical Storytelling: Religious institutions can guide on incorporating Islamic values into narratives while allowing room for artistic expression. For example, dramas can explore themes of justice, family cohesion, or spiritual growth without resorting to sensationalism or vulgarity.

(c) Support for Local Productions: Collaborations between religious institutions and media producers can result in content that resonates deeply with Pakistani audiences while promoting national identity (Pakistaniyat) and Islamic values (Islamiyat).

10. Media Reform

The media landscape in Pakistan is at a critical juncture. On one hand, the media has the potential to unite the nation by promoting Islamic principles, cultural heritage, and national cohesion. On the other hand, unchecked media trends can lead to cultural dilution, moral degradation, and societal fragmentation. The impact of media on human psychology, values, and behavior is profound, influencing how individuals perceive reality, form opinions, and shape their behaviors. The erosion of modesty (Parda), the glorification of materialism, and the normalization of immodest behaviors are just a few examples of how media can undermine Islamic teachings and cultural norms. This not only affects individual morality but also contributes to a broader societal shift away from Pakistan’s ideological foundations.

a. Call for Immediate Government Action

To address these challenges, the government must take immediate action to enforce regulations that align with Islamic principles and cultural sensitivities. This involves several key steps: –

(1) Enforce Strict Content Guidelines: Implement and enforce strict guidelines for media content, ensuring that dramas, advertisements, and news programs adhere to Islamic values of modesty (Parda), truthfulness (Sidq), and social responsibility.

(2) Strengthen Regulatory Bodies. Enhance the autonomy and accountability of regulatory bodies like PEMRA, ensuring they are free from political interference and equipped to enforce ethical standards effectively.

(3) Collaborate with Religious Institutions. Engage religious scholars and institutions in the regulatory process to provide guidance on Islamic ethics and cultural norms, ensuring that media content reflects Pakistan’s Islamic identity.

(4) Promote Ethical Media Literacy: Launch public awareness campaigns to educate audiences about responsible media consumption, empowering them to make informed choices about the content they engage with.

By taking these steps, the government can ensure that media serves as a positive force in Pakistani society, fostering a culture that respects Islamic values, promotes national identity (Pakistaniyat), and preserves cultural heritage.

b. Final Call to Action

The time for reform is now. Pakistan’s future depends on its ability to balance creative expression with societal responsibility while preserving its Islamic and cultural identity. It is imperative that policymakers, media producers, religious scholars, and the public work together to create a media environment that aligns with Pakistan’s ideological foundations.

Through collective efforts and a commitment to ethical media practices, Pakistan can safeguard its moral and cultural fabric, ensuring a brighter future for generations to come.

RECOMMENDATIONS

1. Recommendations. To address the challenges posed by media in Pakistan and align it with Islamic principles and cultural norms, the following recommendations are proposed for policymakers, media producers, and religious institutions.

a. For Policymakers

(1) Enact Stricter Penalties for Violations of Islamic Dress Codes in Media

(a) Introduce legislation that imposes significant penalties for media outlets violating Islamic dress code standards. This includes fines, suspension of broadcasting licenses, or other measures that deter non-compliance.

(b) Ensure that these penalties are enforced consistently across all media platforms to maintain uniformity and fairness.

(2) Strengthen Regulatory Bodies

(a) Enhance the autonomy and accountability of regulatory bodies like PEMRA by reducing political interference and increasing their capacity to monitor and enforce ethical standards effectively.

(b) Provide these bodies with the necessary resources to conduct regular audits and address public grievances promptly.

(3) Promote Public Awareness Campaigns

(a) Launch nationwide campaigns to educate the public about the importance of ethical media consumption and the role of media in shaping societal values.

(b) Collaborate with religious scholars and community leaders to ensure these campaigns resonate with Islamic teachings and cultural norms.

b. For Media Producers

(1) Create Content Reflecting Quranic Values

(a) Develop dramas, films, and advertisements that incorporate Islamic values such as modesty (Parda), honesty (Sidq), and social responsibility.

(b) Ensure that narratives promote family cohesion, respect for elders, and community welfare, aligning with Islamic principles of Akhlaq (ethics).

(2) Incorporate Islamic Themes and Narratives

(a) Produce content that highlights Islamic history, heroes, and moral lessons, similar to successful international productions like Ertugrul.

(b) Collaborate with Islamic scholars to ensure that historical narratives are accurate and respectful of Islamic teachings.

(3) Engage in Community Outreach

(a) Conduct workshops and seminars for writers, directors, and producers on incorporating Islamic values into storytelling without compromising artistic expression.

(b) Encourage feedback from audiences and religious scholars to refine content and ensure it aligns with societal expectations.

c. For Religious Institutions

(1) Issue Fatwas and Guidelines for Ethical Media Consumption

(a) Religious institutions should issue clear guidelines and Fatwas on ethical media consumption, emphasizing the importance of modesty (Parda), truthfulness (Sidq), and social responsibility in media content.

(b) Provide frameworks for evaluating media content based on Islamic principles to help audiences make informed choices.

(2) Collaborate with Media Producers

(a) Engage with media producers to develop content that reflects Islamic values and promotes moral integrity.

(b) Offer guidance on incorporating Islamic themes and narratives into dramas, films, and advertisements.

(3) Promote Media Literacy Programs

(a) Develop educational programs that teach media literacy from an Islamic perspective, focusing on critical thinking skills to evaluate media content ethically.

(b) Collaborate with schools and community centers to integrate these programs into curricula and community activities.

2. Implementation Strategies.

To ensure implementation of the above recommendations following l strategies must be adopted: –

a. Dialogue Between Stakeholders. Facilitate regular discussions among policymakers, media producers, religious scholars, and audiences to ensure alignment and feedback.

b. Incentives for Ethical Content. Provide financial incentives or awards for media projects that successfully integrate Islamic values into compelling narratives.

c. Public Engagement Platforms: Establish forums where audiences can voice concerns about unethical content while advocating for productions that align with national priorities.

(1) Religious Institution Engagement: Maintain contact with religious institutions for issuing Fatwas and guidelines for ethical media consumption.

By implementing these strategies, Pakistan can develop a media landscape that respects its Islamic identity while promoting national cohesion and cultural integrity.

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APPENDICES

The appendices provide supplementary materials that support the research findings and recommendations, offering deeper insights into public opinion and proposed regulatory frameworks. These resources are critical for understanding the context of media regulation in Pakistan and ensuring the practical implementation of reforms.

1. Survey Data on Pakistani Public Opinion Regarding Media Content.

This section includes data collected through surveys to gauge public perceptions of media content in Pakistan. The findings highlight critical trends and opinions that inform the need for regulatory reforms. Key insights include: –

a. Public Dissatisfaction with Media Credibility

(1) Surveys indicate that a significant portion of the population perceives mainstream media as biased and sensationalized, prioritizing profit over ethical journalism.

(2) Respondents expressed concerns about the distortion of social reality in news programs, particularly due to political affiliations and sensationalism5 5.

b. Concerns About Cultural Erosion. Many respondents believe that imported content from Bollywood or Western sources undermines Pakistan’s cultural identity and Islamic values. This concern is particularly pronounced among older generations and rural communities5 6.

c. Demand for Ethical Media Practices

(1) A majority of survey participants emphasized the need for media to reflect Islamic principles such as modesty (Parda), truthfulness (Sidq), and respect for family values.

(2) Younger respondents, while more inclined toward globalized content, also expressed a desire for local productions that align with their cultural heritage5 7.

d. Regional Variations in Media Perceptions. Ethnic and regional differences significantly influence perceptions of media credibility. For instance, Punjabi and Pashtun respondents showed higher trust in domestic television, while Sindhi and Saraiki respondents were more skeptical58.

e. Impact of Social Media on Public Opinion. Social media platforms are increasingly shaping public opinion, with younger audiences relying heavily on these platforms for news and entertainment. However, concerns about misinformation and lack of regulation remain prevalent59.

These findings underscore the urgency of implementing ethical guidelines for media content to address public concerns and align with societal values.

2. Draft of Proposed Regulatory Guidelines for Islamic-Compliant Media.

This section outlines a draft framework for regulating media content in Pakistan, ensuring alignment with Islamic teachings, cultural norms, and national priorities: –

a. Content Guidelines

(1) Modesty in Attire. All visual media must adhere to Islamic dress codes, ensuring modesty (Parda) in clothing choices for actors, anchors, and public figures.

(2) Prohibition of Indecency. Content promoting vulgarity, hypersexualized imagery, or immodest behavior is strictly prohibited.

(3) Promotion of Family Values. Dramas and advertisements should prioritize themes that strengthen family cohesion, respect for elders, and community welfare.

b. Advertising Standards. Ban advertisements that glorify materialism or extravagance while encouraging campaigns that promote simplicity, charity, and ethical consumerism in line with Islamic principles.

c. News Reporting Ethics. Prohibit sensationalism, slander (Gheebah), or biased reporting in news programs. Ensure accuracy by mandating verification of sources before broadcasting.

d. Cultural Preservation. Encourage the production of content that reflects Pakistan’s diverse cultural heritage while resisting foreign influences that dilute local traditions.

e. Regulatory Oversight Mechanisms

(1) Establish Islamic ethics committees comprising scholars and ethicists to review all media content before broadcast or publication.

(2) Conduct regular audits of media platforms to ensure compliance with these guidelines.

f. Incentives for Ethical Productions. Provide financial support or awards to media producers who create content aligned with Islamic values (Islamiyat) and national identity (Pakistaniyat).