Year: 2025
Type: article
Study design: Observational Study
Abstract: Aim of the Study: The aim of the research was to recognize how these visuals affect various aspects of life, such as societal values, gratification state, mental health, physical state, relationships, buying habits and cultural changes. Methodology: Qualitative research methodology was applied, wherein, a pin pointed/ focused questionnaire was premeditated to collect data from 181 participants walking various walks of life in Rawalpindi, Punjab. The questionnaire included aspects including how often the participants equate media content with fancy portrayal, how it influences their thoughts, feelings, and behavior patterns. Findings: It was found during the study that people watch media for the purpose of entertainment, however, end up getting connected with the fantasy. This leads to discontentment and a host of other factors. Conclusion: Study established that fancy images in Pakistani media create a strong sense of fantasy, often making viewers compare their lives with the glamourous lifestyles shown on screen. Many participants reported feeling discontented with their own lives, leading to stress and anxiety, affecting their mental health. Societal values were also impacted, as traditional beliefs seemed to shift towards more materialistic goals. Relationships get stressed due to unrealistic expectations, while cultural changes were detected with a growing acceptance of luxury and glamour as normal ideals. The study highlights the necessity for a more composed media depiction to endorse healthier perspectives in the society.
DOI: 10.71016/tp/hv8m4111
Authors: Anila Imran, Noman Ansari
Institution: Rawalpindi Women University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410191370