Abstract
The primary purpose of this research is to identify whether Pakistani
youth are aware of the concept of popular culture and how conversant
they are with the latest entertainment trends. Through a quantitative
research survey this study examines how Pakistani youth in their
specific socio-religious context perceive American popular culture and
which channels they use to consume American content. This study
further investigates whether they prefer watching local content and
movies in comparison to American content. Findings show that youth
does not resist American popular culture as a whole and are embracing
cultural hybridity
Sadia Mahmood, Marvi Masud. (2019) Understanding the Diffusion and Consumption of American Popular Culture in Pakistan, Journal of Media Studies, Volume 34, Issue 1 .
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