Media Imperialism and Cultural Dissatisfaction: A Case Study of Undergraduate Students in Islamabad

The objective of the research was to dig out the effects of exposure to western television channels among the undergraduate students in Islamabad on their cultural dissatisfaction. The extent of dissatisfaction about Pakistani culture and positive assumptions in favor of western culture was noted. A convenient sampled survey with equal representation of male and female gender was applied. It was found that exposure to western television channels makes an alien world in the minds of audience (t=3.02). A considerable variance in assumption inclined to foreign culture was assessed (β=0.32). Moreover, income and time spent remained the important factors to make the western alien culture a reality