Abstract:
The purpose of this study is to determine the impact of consumption of US TV shows on the cultural identity of the youth in Pakistan. The research method was quantitative and included a survey questionnaire which was designed to investigate the impact of consumption rate of US TV shows on the Pakistani youth’s cultural identity. The results indicated that there is no substantial impact of the consumption of US TV shows on the Pakistani youth’s cultural identity. The research concluded that majority of the respondents view these US TV shows for entertainment and filter out information which is not in line with their cultural values.
