GIRNE AMERICAN UNIVERSITY

COMMUNICATION AND MEDIA MANAGEMENT (PhD)

RESEARCH TOPIC

EFFECT OF BOLLYWOOD ON PASHTUN CULTURE

PROJECT FOR FINAL EXAM

PHILOSOPHY OF COMMUNICATION

BY

MAJID ALI SHAH

SUPERVISOR

ASST. PROF. DR. TUTKU AKHTER

GIRNE

JANUARY, 2015

ABSTRACT

The international media are playing an important role in changing culture, norms

and values of any society. Every society has it is own particular culture and an identity of

any individual is based on that society. Pashtun culture is based on (Pakhtoonwali) which

means non-written ethical code and traditional lifestyle which the indigenous Pashtun

people follow and Islam is the religion which is professed and practiced by the pashtuns.

Bollywood had a great impact on Pashtun society because the Pashtuns actors and

actresses are completely following Indian film industry and easily adopting the culture

of Bollywood. Media reflect our culture norms and values and Pashtun media is

adopting Indian film industry, which is more dangerous for Pashtun culture. This article

identifies that the effect of Bollywood on Pashtun’s culture in the light of two

communication theories, which is cultivation and manipulation theories. This study

investigate that media is a tool through audience can be manipulated very easily.

Bollywood had a great effect on Pashtu language research shows that (40%) of

respondent had the opinion that they always using some Indian words while talking to

Pashtuns, (24%) of the respondents are using Hindi words sometime. This research study is

a survey research and the questionnaires are distributed among Pashtun people in three

different cities of Turkish Republic of North Cyprus, which are Girne, Lefkosha and

Famagousta.

Keywords: Cultivation and Manipulation theory, Bollywood movies, Pashtun culture.

1. INTRODUCTION

The Pashtun society has undergone major changes through the use of foreign media while

watching Bollywood movies. These influences come as a result of watching many hours of

foreign media, which shows different cultures. These influences of watching Bollywood movies

may affect family ties, family size, studying habits, friendship concept and the use of spare time.

According to cultivation theory “The more a person is exposed to a message provided by the

media, the more likely that person is to believe the message is real”. Every society has its own a

particular culture and a culture is an identity of any individual and nation. The Muslims were

highly affected by the Hindu’s culture because of living with them together for a longer period in

Sub-Continent. In this way, now we are facing cultural conflict and identity crisis at a large

scale. (Murtaza, 2007)

The Guardian newspaper states that “Some leading Israeli anthropologists believe that, of

all the many groups in the world who claim a connection to the 10 lost tribes, the Pashtuns,

or Pathans, have the most compelling case”. (Rory McCarthy, January, 2010) “Westerners

misunderstand Pashtun society in part because they are often fixated on romantic ideas about

Pakhtunwali the tribal code that is said to prize honour, revenge and hospitality above all other

virtues”.(Abubakar, ND)

The word culture has many different meanings. However, for anthropologists and other

behavioural scientists, culture is the full range of learned human behaviour patterns. Culture is a

powerful human tool for survival, but it also a fragile phenomenon. It is constantly changing and

easily lost because it exists only in our minds. (Tylor, 1920) Whenever the millions of mobile

phones in Pashtun society rings, the ring-tone is usually the title track to some Indian film or

Indian song, which effects their language. (Flangan, 2005) described that Urdu can be once again

blended partially with Hindi and the reason is only media. The primary focus of this study is to

examine the perception of Pashtuns of the effect of foreign media culture and television on their

concept of life, as result of watching many hours of Indian cultures. Culture rules virtually every

aspect of our life such as music, literature, visual arts, architecture or language and living style.

In fact, the things produced by a culture which we perceive with our five senses are simply

manifestations of the deeper meaning of culture, what we do, think and feel. Culture is taught,

learned and shared with every member of society (CIL, Canada 2005). In this regards, the study

attempts to explore the impact of Bollywood culture upon the Pashtun society and culture

through the above mentioned media. In this connection, the researcher study whether the effects

of these foreign culture will have a reinforcement or re-evaluation of the present Pashtun concept

of family ties, family size, friendship, studying habits, and the use of spare time. The importance

of this study relies upon the fact that it reflects to what extent foreign culture have affected the

Pashtun society and culture, as a result of watching many Bollywood movies.

According to mass communication researchers media is very powerful and playing a

very important role in our day to day life. The international media outlets are being played

significant roles in cultural change. It’s quite clear that media organizations are following

different theories of mass communication like cultivation theory and manipulation theory.

“Cultivation theory explains that how people’s conceptions of social reality are influenced according to exposure to television. “The cultivation hypothesis states that the more television people watch, the more likely they are to hold a view of reality that is closer to television's depiction of reality. This is characterized by the work of George Gerbner and his colleagues” (Zaharopoulos, 2001).

Culture or civilization is a complex whole which includes knowledge, belief, art, law,

customs and other capabilities and habits acquired by man as a member of society (Lane and

Ersson, 2007). The purpose of this study is to attract the attention of Pashtuns towards the

importance of their own culture. The aim of this research is to identify the effect of

international media (Bollywood) on Pashtun culture, that how the life style of normal

people is changing and they are losing their own norms and values and adopting foreign

culture. This article identifies the coverage patterns of Pashtun culture in the light of

cultivation and manipulation theory. It is quite clear that hundred percent people can not

understand the language of different society and culture, while everyone can understands

their own cultural norms and values and language. Watching Bollywood movies has less

effect on Pashtuns, while watching the copied Indian movies in Pashtu language is more

dangerous because hundred percent people can understand and adopting the life style of

Pashtun actors and actresses, who are copying from Indian film industry.

1.1. HYPOTHESIS

For the purpose of this research study the following hypothesis formulated: The null

hypotheses are donated by Ho and alternative hypotheses are donated by H1.

H1: Bollywood have a great impact on Pashtun culture.

Ho: Bollywood have no impact on Pashtun culture.

1.2. ASSUMPTIONS

The following assumptions are made for this research study. Therefore it is assumed that:

Instead of informing, educating and entertaining people, Indian film

industry spreads seed of Indian culture.

Because of Bollywood movies the norms and values of Pashtun culture

are dying.

Because of Bollywood movies Indian propaganda is on peak and it’s a

threat not only for Pashtun culture as well as for many different

cultures in Pakistan.

1.3. LIMITATIONS OF THE STUDY

Some of the major limitations to this research are that the information about this

work is very limited because this topic has not been fully researched before. The Indian

film industry is spraying their culture very broadly and because of the shortage of time it

is not easy for researcher to cover all aspects. According to Carlsson (2007) media and

communication researchers face some real challenges today. In the world of multilevel

governance with private and public sectors media landscapes and media cultures are

undergoing fundamental and far-reaching metamorphoses.

2. THEORETICAL FRAMEWORK

Siddique points out that “far from relishing the chance to murder one another, most

Pashtuns, just like everyone else, would be very happy to live in peace”. (Abubakar, ND)

Pashtuns are sensitive people and like everyone else, they want to live according to the ideals of

their thousand-year-old cultural legacy. In times where almost every nation in this world is

suffering through an identity crisis, Pashtuns are trying to hold on to their roots and their identity.

The average Pashtun desires liberation from internal and external coercion and longs to

contribute to the development of the world like a responsible citizen. He feels neglected and

alienated from the mainstream world and laments this intolerable disdain. (Ehmad Saeed,

November, 2013) The religious and cultural definition requires Pashtuns to be Muslim and

adhere to Pashtunwali codes. This is the most prevalent view among orthodox and conservative

tribesmen, who refuse to recognise any non Muslim as a Pashtun. Pashtun intellectuals and

academics, however, tend to be more flexible and sometimes define who is Pashtun based on

other criteria. Pashtun society is not homogenous by religion: the overwhelming majority of

them are Sunni, with a tiny Shia community (the Turi and partially the Bangash tribe) in

the Kurram and Orakzai agencies of Pakistan. Pakistani Jews and Afghan Jews have largely

relocated to Israel and the United States. According internet source that total population of

Pashtuns in all over the world is approximately 50 million in which 29,342,892 are living in

Pakistan, Afghanistan 12,776,369, India 6000 families, UAE 338,315, United States 138,554,

Iran 110,000, United kingdom 100,000, Germany 37,800, Canada 26,000, Russia 9,800,

Australia 8,154, Malaysia 5,500 and Tajikistan 4,000.

“The central term in Pashtunwali is nang: honour and shame, dignity, courage and bravery. A nangialáy brings honour and fame to his tribe. To be called benanga ("shameless", "undignified") is the worst possible insult in Pashtu and a deadly threat to the social position of the insulted. Killing the insulter is an accepted way of regaining one's nang and social status” (Buch, 1998)

According to (Tom Ginsburg, Apr 2011) The Pashtunwali is one of the larger “quasi-

legal” systems in the world in terms of the number of people subject to it, and it may be the

largest such system of any stateless society. Tom Ginsburg, (April 2011) summarizes

Pashtunwali in a few simple principles:

Honour is paramount and the honour of women is to be protected.

Gender boundaries must be rigidly maintained.

One has a right to compensation, or poor, when one is wronged.

Revenge is tolerated and even encouraged.

Apologies accompanied by poor are to be accepted.

Guests are to be sheltered.

The jirga is to be obeyed. Gingsburg further explain that Jirga is for resolving

disputes once they arise. It thus presents a proto-legal system, cohabiting with,

supplementing, and sometimes clashing with the formal system of state law

There are two types of culture. First is material culture and second non-material culture.

Material culture comprises tangible things that have been shaped to some extent by man such

things often called “artifacts” or culture objects such as tools, household items, apparatus,

weapons etc. Non material culture on the other hand, comprises intangible aspects of culture

such as religious beliefs, values, ideas, ethics etc. Pashtun as a Muslim is the unique pattern of

belief, ideas, values highly influenced by religion of Islam.

(Batool, 2007) Pointed out the influences of Indian culture are quite visible on our

marriage ceremonies and festivals. She further explained that Dowry system and heavy

expenditures on the marriage of girls are done, which are inherited from Hindu society because

in Hindu society there is no share of women in the inheritance of their parents the same attribute

of parents in giving this share to their daughters after their marriage is visible in Pakistan.

According to cultivation theory television viewers are cultivated to view reality similarly to what

they watch on television. No one TV show gets credit for this effect. Instead, the medium of

television gets the credit. Television shows are mainstream entertainment, easy to access, and

generally easy to understand. As such, they provide a means by which people are socialized into

the society, albeit with an unrealistic notion of realty at times, particularly with respect to social

dangers. Television seeks to show and reinforce commonalities among us, so those who

regularly watch television tend to see the world in the way television portrays it. Compared to

actual demographics, women, minorities, upper-class, and lower-class people are under-

represented on television shows. At the same time, the percent of people who work in law

enforcement and violent crime are over-represented. People who are serious watchers of

television assimilate this information and believe that the world is a dangerous, scary place

where others can't be trusted. This is known as the "mean world syndrome." Further, enthusiastic

watchers of TV dim distinctions between social groups such as the poor and the rich, urban and

rural populations, and different racial groups.

In Bollywood many stars belong from Pashtuns so that is the one reason of watching

Indian movies and adopting their culture. The following Bollywood star are real Pashtun, shah

Rukh khan born in Peshawar, Salaman khan, Jaint (Ameer khan), Dulari, Yasmeent his son

Amjad khan (Sholy Ghaber Singh) they were from kohat, Qader khan from Qandahar, Dilip

kumar (Yousaf khan) born in Peshawar, Raj kapoor born in Peshawar his father Partiviraj kapoor

graduated from Edward college Peshawar, Raj kapoor brother in law Prem Nath was born in

Peshawar, Vinood khana was born in Peshawar, Naseer-u-din Shah and many more.

For example, Pashtun viewers watch different life styles from their own on the above

noted media which may have negative effects on their social beliefs. The influence of watching

Indian Cultures either at the individual or group level may create more than one sub-culture

within one society. However, this study intends to examine some of the effects of Bollywood

cultures on the Pashtun society and culture. Ambreen (2010) argued that every country has his

own culture, life style and values and when import programms telecasted always youth is greatly

affected by their culture because youth have great interest in new things and take interest to

watching other countries culture. Asim analyzed the role of Pakistani media and Hindu culture,

Indian media is getting popularity in Pakistani society. Pakistani media is playing a key role to

promoting Indian culture Indian culture is being influence the life style of people, their norms

and values and media mainly electronic media is an influential tool for bringing visible changes

in the views, outlook, attitude and interest of Pakistani people. According to (Waheed, 2008) that

In Pakistani society every aspect of life is influenced by it such as life style, manner, Language

and children are affected by the media, children studies is also neglecting by watching television

programs. Because of getting information and entertainment mass-media participates not only to

the genesis, but also to the manipulation of the public opinion, being one of its most active

systems of manipulation.

3. METHODOLOGY

This chapter contains the methodology adopted for the study. It presented the research

design and methodology adopted for the study, the population of the study, sample and sampling

techniques and the research instruments used for data collection. It also presented procedures for

data collection and analysis. The survey research method was adopted for this study. Survey

research according to Wikipedia, is a research method involving the use of questionnaires and/or

statistical surveys to gather data about people and their thought and behaviour. The data

according to Louis and Lawrence (1980) are with the intention of (a) describing the nature of

existing conditions (b) Identify standards against which existing conditions can be compared (c)

determining the relationships that exist between specific events. Survey method is the most

frequent used mode of observation in the social sciences. It was therefore, adopted because of the

descriptive nature of the research.

The questionnaires were purposely distributed to respondents. Both primary and

secondary methods of data collection were used. The primary source dwelt on the use of

questionnaires, which was issued to respondents; secondary source of data collection was also

used to collect data for this study. (Ijeoma, 1992) “that questionnaires, as research instruments

used in descriptive research are more economical in terms of time, effort and money, and their

ability to provide a uniform manner of responses from all respondents” cited by (Sadiku , 2005,

p.61).

The questionnaire for the study was both structural and instructed. The questions were

structured so as to offer the respondent a closed set of responses. This allows for the collection of

concise and free responses. It also makes data collection and analysis much easier and they take

less time to answer. Hundreds of Pashtuns are living in Turkish Republic of North Cyprus

(TRNC) and 50 questionnaires were purposely distributed among Pashtuns in Girne, Lefkosha

and Famagousta.

3.1. PROCEDURE FOR DATA COLLECTION

Questionnaire was developed and administered to the sampled respondents (Pashtuns in TRNC).

The researcher administered and collected the filled questionnaire by himself with the assistance

of an assistant. A period of one week was given to the respondents to complete the filling of

questionnaires and data thus collected was analyzed using simple percentage.

3.2. INSTRUMENT

This article shall draw upon on the following communication theories:

Cultivation Theory: the cultivation theory asserts that heavy viewers' attitudes are cultivated

primarily by what they watch on television. Gerbner views this television world as "not a

window on or a reflection of the world, but a world in itself" (McQuail, 1993: 100). Cultivation

Theory, in its most basic form, suggests that television is responsible for shaping or cultivating

viewer’s conceptions of social reality. The combined effect of massive television exposure by

viewers over time subtly shapes the perception of social reality for individuals and, ultimately,

for our culture as a whole. Thus, cultivation research is in the effects tradition. Cultivation

theorists argue that television has long-term effects which are small, gradual, indirect but

cumulative and significant. Nonetheless, the Gerbner’s work presents a Social Psychology

Theory on communication effect on persuasion as related mass media. He argues that the mass

media cultivate attitudes and values which are already present in the culture. Media maintains

and propagates these values amongst members of a culture, thus binding it together. The

Cultivation Theory got its start with the cultivation hypothesis, created by George Gerbner,

which attempts to understand how "heavy exposure to cultural imagery will shape a viewer's

concept of reality" (Pierce, 2007).

Manipulation theory: Manipulation represents a certain social situation, created on purpose in

order to influence the reactions and the behavior of an individual or a social group, regarding and

far the goal followed by the subject who manipulates (person or social group). Publicity is a

technique of manipulation once In 1956, in a cinema in New Jersey (U.S.A.), during the Picnic

movie, there had been shown images, commercial with only one message: “Drink Coca-Cola!” at

a speed of 1/3000 second. The consequence was that after the movie ended, the consumers

preferred the Coke instead of other similar drinks at the same price at the bar. Publicity is

important for the commerce, for its economic benefits, but it is also a source of manipulation.

This was a very short time commercial and the consequences were like that so if people are

watching movies for long hours should be manipulate.

4. DATA ANALYSIS

This chapter analysis data collected from the field to test hypothesis formulated for the

study it involves and examination of responses given by the different respondent with the view to

finding out the role of foreign media (Bollywood) and how Indian media is effecting on Pashtuns

culture. As earlier mentioned that 50 respondents were selected for this research from North

Cyprus simple percentage was used to analyze responses.

Table: 4.1.1

Question: 1 Sex of the respondents?

Responses No. of respondents Percentage %

Male 50 (100%)

Female 0 (0%)

Total 50 100%

Looking at table 4.1.1, 50 respondents (100%) are men. This implies that more men are watching

foreign media for entertainment in TRNC. According to this research Pashtun men are more

than Pashtun women in TRNC and they are more interested in watching media than women.

Table: 4.1.2.

Question 2: Occupation of the respondents?

Responses No. of respondents Percentage %

Workers 22 (44%)

Students 28 (56%)

TRNC Residents 0 (0%)

Total 50 (100%)

Table 4.1.2, shows that 22 respondents (44%) are working class, 28 respondents (56%) is on

study visa, while there is no Pashtun who are residing permanently in (TRNC).

Table: 4.1.3.

Question: 3 which foreign media you used for intertainment?

Responses No. of respondents Percentage %

Hollywood 6 (12%)

Bollywood 35 (70%)

Lollywood 5 (10%)

Pashtu channels 4 (8%)

Total 50 (100%)

According to table 4.1.3, 6 respondents (12%) are watching Hollywood movies, 35 respondents

(70%) are watching Bollywood movies, 5 respondents (10%) are watching Lollywood movies,

while the remaining 4 respondents 8% are using Pashtu channels for entertainment. It shows that

Bollywood and Hollywood are more watched channels.

Table: 4.1.4.

Question 4: How often do you have access to the media?

Responses No. Of Respondents Percentage %

Always 32 (64%)

Sometime 15 (30%)

Never 3 (6%)

Total 50 (100%)

Table 4.1.4, illustrate that 32 respondents (64%) are always watching media, 15 respondents

(30%) have access sometime, and while 3 (6%) of them have no access to the media.

Table: 4.1.5.

Table: 4.1.5: Do you agree that Indian culture is affecting the life style of Pashtun people?

Responses No. of respondents Percentage %

Yes 38 (76%)

No 12 (24%)

Total 50 (100%)

Table 4.1.5, illustrate that 38 respondents (76%) says yes that Bollywood is affecting Pashtun

society, 12 respondent (24%) have opinion that bollywood have no effect on Pashtuns culture.

Table: 4.1.6.

Question 6: Do you agree that media is playing vital role in promoting Indian culture in Pashtun society?

Responses No. of respondents Percentage %

Strongly agree 33 (66%)

Agree 14 (28%)

Not agree 3 (6%)

Total 50 (100%)

Table 4.1.6, illustrate that 33 respondents (66%) are strongly agree that media is playing a good

role and Indian culture is promoting in Pashtuns society. 13 respondent (28%) are agree while 3

respondent have the opinion that media have no role.

Table: 4.1.7.

Question 7: Do you agree that Identity Crisis is clearly visible in the actions of Pashtun youth?

Responses No. of respondents Percentage %

Strongly Agree 25 (50%)

Agree 18 (36%)

Not Agree 7 (14%)

Total 50 (100%)

Table 4.1.7, indicates that 25 respondents (50%) have the opinion that Identity Crisis is clearly

visible in the actions of Pashtun youth, 18 respondents (36%) are agree while 7 respondents

(14%) do not agree that Identity Crisis is clearly visible in the actions of Pashtun youth.

Table: 4.1.8.

Question 8: what is the ringing tone of your mobile phone?

Table 4.1.8, shows that 28 respondents (56%) people are using Indian songs as a mobile ring

tone, 17 respondents (34%) are using mobile company ringing tones, while only 5 respondents

(10%) are using Pashtu music as a ring tone.

Table: 4.1.9.

Question 9: Do you agree that local Pashtu drama is copying Indian culture?

Responses No. of respondents Percentage %

Strongly Agree 40 (80%)

Agree 8 (16%)

Not Agree 2 (4%)

Total 50 (100%)

Table 4.1.9, denotes that 40 respondents (80%) are strongly agree that Pashtu drama is a

complete copy of Indian cinema, 8 people (16%) agree, while (4%) do not agree with the

question.

Responses No. of respondents Percentage %

Pashtu song 5 (10%)

Indian 28 (56%)

Company ringtone

17 (34%)

Total 50 (100%)

Table: 4.1.10.

Question 10: Did you use any Indian words, while talking to pashtoons?

Responses No. of respondents Percentage %

Always 20 (40%)

Sometimes

12 (24%)

Never 18 (36%)

Total 50 (100%)

Table 4.1.10, shows that 20 respondents (40%) says that they always using some Indian words

while talking to Pashtun people, 12 (24%) of the respondents are using Hindi words sometime,

while 18 respondent (36%) never used any Indian word while talking to there own people.

4.2. Testing Of Hypothesis

Table: 4.1.5: “Do you agree that Indian culture is affecting the life style of Pashtun

people?” is used to test the hypothetical claim. According to table no 4.1.5, that 38 respondents

(76%) says “yes” Bollywood is affecting Pashtun society, 12 respondents (24%) have opinion

that Bollywood have no effect on Pashtun culture. According to simple percentage formula 76%

respondent are agree that Indian media have a great impact on Pashtun culture, while the 24% of

respondents do not agree that watching Indian movies are effecting Pashtun culture.

0

10

20

30

40

50

60

70

80

Yes NO total

No Respondent

percentage

5. CONCLUSION AND RECOMMENDATIONS

Data collected from the field was presented and analyzed in chapter four. This chapter

however, summaries the research findings and makes recommendations based on these findings.

5.1. SUMMARY OF FINDINGS

As it is obviously clear that foreign media are playing a vital role in this competitive

environment and in a few seconds a tiny message can spread in all over the world. Everywhere

foreign media is very busy in propaganda against other’s countries and trying to spray their

cultural values. This research study indicates that movies have similar effects on their audience

and fans of this genre are also more likely to think that things in the real world work in a way

that reflects what they see in the movies. In studies of the cultivation effects theory, television is

seen as dominating our symbolic environment. In the light of this research study foreign media

(Bollywood) is playing discreditable role for changing Pashtun culture. According to Table

4.1.8, shows that 28 respondents (56%) people are using Indian songs as a mobile ring tone, 17

respondents (34%) are using mobile company ringing tones, while only 5 respondents (10%) are

using Pashtu music as a ring tone. It has great impact on Pashtu language because Table 4.1.10,

shows that 20 respondents (40%) says that they always using some Indian words while talking to

Pashtun people, 12 (24%) of the respondents are using Hindi words sometime, while 18

respondent (36%) never used any Indian word while talking to there own people.

5.2. CONCLUSION

This research concluded that the trend of adopting Indian culture among the people of

Pashtuns living in TRNC is enormous. Mass media especially Indian channels/movies are

demolishing Pashtun culture, religious, family values and norms to a sever extent. Unluckily

Pashtun media is copying Indian actors and actresses and forgetting there own Pashtun identity

and culture. They are not only affecting the social, spiritual and psychological development of

immature minds of children and youngsters but also promoting vulgarity and sexual behaviors

among youth. India is found the main causes of down fall of Pashtun film industry and

diminishing cinemas in cities. According to this research the effect of Bollywood is very clear on

Pashtun culture because 56% of the respondent sets their ringing tone as an Indian music. This

research finds out that 50% respondents have the opinion that identity crises are clearly visible in

the action of Pashtun youth. In short, if Pashtuns don’t pay a prompt attention towards the

adverse impacts of Indian culture on Pashtun society then consequently Pashtuns will lose their

identity.

5.3. RECOMMENDATIONS

Pashtun mass media, politicians, artists, models, stars and else every citizen should

promote its own Pashtun culture instead of imitating the culture of other’s countries.

Because of the freedom of press it is not easy to control Pashtun media but it is the

liability of government to ban all those CD, DVD cassettes, and websites on internet

which are promoting foreign culture.

People related to Pashtu drama & film industry should make constructive movies to build

up Pashtun culture and need to stop copying Indian life style which is totally different

than Pashtun life style.

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