By Manan Aslam and Muneeb Ahmad Gujjar
Pakistani society and culture have undergone remarkable transformations over the last few years. While cultural change is dynamic in any society, the abrupt change in Pakistan’s cultural landscape in recent years portrays the complex interplay between westernization, digital revolution, evolving political scenarios, and shifting social narratives.
The fabric of our culture is stemmed from decades-old norms, religious practices, and societal structures, and has been evolved, and modified by both external as well as internal factors. From the urban centers of Islamabad, Lahore, Faisalabad, Multan, Hyderabad, and Karachi to the rural landscapes of KP, Balochistan, AJK, FATA, and Gilgit-Baltistan, the shift in cultural change in the country is multifaceted, and highly linked with the country’s socio-economic and political realities.
Impact of globalization and IT revolution
Globalization, coupled with technological advancements, has been one of Pakistan’s most imperative drivers in changing societal norms. The commencement of the IoTs and the increasing use of cellular phones has given access to youth to interact globally mainly via social media avenues such as WhatsApp, TikTok, Facebook, Instagram, and X for exploring people’s identity, cultural norms, and restating ideas of sexuality and religion. This has predominantly been reflected in urban localities, where youth is affected by international trends, entertainment, fashion, and even political events.
However, global influence has not been uniform across the whole country while the urban segments have been implementing these changes swiftly, on the other hand, the conservative part of the population has resisted few of these cultural modifications. The tension between these two segments has led to a cultural divide, with some viewing internationalization as a driver for progress. In contrast, it posses a threat to the integrity of our norms, values, and systems.
The young population, mainly in larger cities, is more attracted to global culture, freedom of speech, and liberty. The increase of social movements such as the feminist #MeToo movement in the country and the rising visibility of non-binary gender activists, highlights a shift in societal behavior that would have been unthinkable a few years ago.
Youth has been inspired by social media and internationalization which are developing new boundaries and creating new conversations around sexual roles, identity, and individual freedom.
Traditional and new Media: changing or preserving culture?
Mainly electronic media has played a vital role in revolutionizing the cultural shift as TV dramas, sitcoms, movies, and music, have been emerged as an instrumental tools for creating new perspectives and ideas for the young fractions of the society.
The booming drama industry in Pakistan is creating a range of content that often deals with social issues such as social class inequality, gender differences, and the changing of women’s roles in the community. In several cases, these serials show societal struggles and challenges serving as a foundation for the evolving cultural dynamics in the country.
On the other hand, the increase of social media platforms such as YouTube, Instagram, threads, Snapchat, TikTok, and family vlogging, has revolutionized content creation, permitting individuals from all walks of life to exchange their opinions. These digital platforms have also provided an opportunity to observe subcultures that have usually been marginalized in mainstream media. As, the young generation, musicians, artists, and poets in the country are now able to showcase their abilities worldwide, without the involvement of conventional gatekeepers as TV networks or media labels.
However, the media in the country also plays a role in protecting traditions and societal norms. Many TV broadcasting houses, continue to develop content that shows conservative mindsets and religious values, mainly with respect to family dynamics and sexual orientation. These contrasting narratives, one emerging and one conservative, collide in public discourse, portraying the broader cultural clash within the society.
Resurgence of religious conservatism
Religion, mainly Islam, has always been a cornerstone of a country’s identity. It affects the moral, ethical, and legal framework of the community and has a significant impact on cultural values. While some segments of the community embrace a liberal interpretation of religion, others adhere to a stricter, more conservative approach. This religious divide is often evident in discussions about issues such as women’s rights, transgender rights, children’s rights, interfaith harmony, and religious minorities.
The resurgence of religious conservatism in the last few years has collided with political and social transformations in the country. Religious parties and groups have attained more prominence, and religious discourse has become a dominant aspect of the public.
In parallel, secular, liberal movements continue to counter religious conservatism, advocating for a more tolerant, inclusive, and diverse interpretation of society.
Economic factor
Economic disparities as the increase in housing costs and the concerns nurtured by unemployment, have also added to these cultural modifications. The majority of the youth are now searching for career opportunities that need geographical mobility, heading to separation from their native origins. It has resulted in some erosion of conventional familial systems, it has also headed to the emergence of new societal trends and communities developed on shared interests, rather than blood relations.
Women empowerment
The role of women is altering the country’s society and affecting family dynamics. Women are participating highly in the workforce, attaining higher education, and involving in public life. This transformation also keeps its challenges, as women continue to face resistance from conservative segments of the community, but it is also undeniable that women’s contributions are making a huge impact on the cultural dynamics. As women increasingly hold leadership roles in jobs, politics, media, and businesses, they are also reshaping traditional narratives of the family as well as gender.
As the country moves forward, it will be imperative for the society to indulge in open dialogue about these modifications, creating ways to preserve its cultural roots while embracing novel ideas and values. The future of the country’s culture will rely on how these competing interests are integrated into a diverse, inclusive, and cohesive society that respects both its values and its evolving identity. Pakistan’s changing culture is not just about adapting to the international culture, but also about forming a space for modern cultural narratives that portray the country’s diversity, inclusivity, and sustainable subjective well-being of the humans.
Manan Aslam is affiliated with the School of Management, Jiangsu University, Zhenjiang, Jiangsu, P.R. China/Faculty of Social Sciences and Humanities, MNS-University of Agriculture, Multan, Pakistan.
Muneeb Ahmad Gujjar is an independent researcher.