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Effects of Mobile Package Advertisements on Culture
Of Youth
Researcher: Irfan Haider
Chapter 1
INTRODUCTION
Technological development is hallmark of contemporary world and youth is central point of this
encroachment. Existing cultures are dominating the fragile ones. Firms are working under
continuously changing environment and they have to cope with these changes (Haider). The
study conducted by (Haider, 2014) on the mobile advertisement in Pakistani context point out
that Pakistani consumers are willing to accept mobile ads but if they are designed according to
the culture. The previous study is undertaken to check the consumer attitude towards mobile
advertisement but the question is whether mobile advertisement has impact on culture of native
youth or not. This study fills that gap by exploring whether cell phone packages advertisement
have impact on the cultural changes or not. The question to be noted is whey these companies
are offering new packages without exploring the outlook of youth the purpose behind these
packages should be explored whether they are to facilitate the layman or youth only.
We are living in a society surrounded with technology such as TV, media, Cellular technologies,
internet, and advertisement. But advertisement is a most prodigal element of marketing mix
(Latif & Abideen, 2011). A firm cannot achieve good will and high level of market share until it
specifies a meticulous share from its capital for the purpose of advertisements activities
(Hussainy et al, 2008). On youth advertising industry has lasting influence that’s why the basic
goal of advertiser is to approach a prospective and control their behavioral intentions. It means
advertiser must understand the behavior and culture of the customers (Arens, 1996).
The on hand cellular technologies are the advancement in radio technology which was started in
1800s (Haider, 2014). Now days, mobile technology is flourishing. According to the study of
The existing mobile phones are consequence of development in radio technology that started in
the late 1800s. Marconi kept on researching on the developments of Maxwell, Hertz, and Hughes
became a pivotal figure in the development of radio- based communications (Farley, 2003). A
tremendous development was observed in the field of technology in 1876. This time landline
telephone was invented that gave the interactions a tangible form (Katz & Aakhus, 2002). In 19 th
century, the invention of fixed telephone took place but the invention of a “portable” cell phone
was dominating achievement in the world of technological developments. In 1946 for the first
time official mobile phone was used by Swedish mobile and first precise “ portable cell phone”
was produced by Motorola company in 1983 (cited at:www.tech-faq.com).
Portio research in the excellent free mobile fact book 2012 estimate that throughout the world
mobile subscription may reach 6.5 billion by the end of 2012, 6.9 billion by the end of 2013 and
8 billion at the end of 2016. All over the world the number of connections on mobile phone
networks has crossed 4 billion and is estimated to reach 6 billion by 2013 ( Mika,2009).
1.4 Pakistan Mobile Market and Use
In Asian business, the cellular phone industry is one of the rare bright spots. Pakistan is the 8 th
largest country of the world regarding mobile phone users and total numbers of mobile phone are
119,860,799 and population is 178,854,781 so we can say that 68.60% population is using
mobile phone (cited at: www.wikipedia.org.com). In Pakistan 44% users use mobile phone for
text messaging, 9% for watching videos and 6% for using internet (www. e.jang.com.pk). Along
with technical developments, since early 1980, the number of mobile phone users is increasing
dramatically. In spite of international economic recession mobile phone sector does not seem to
be endangered. In response to economic depression customers will buy cheaper cell phones
(Medford, 2008).
At the end of march 2012, according to statistical report of Pakistan Telecommunication
Authority, mobilink telecom company has maximum 35.8 million customers, telenor at second
position having 29.35 million subscribers, ufone having 23.12 million subscribers at third
position and followed by zong with 15.66 million subscribers and at the and warid with 14.40
million (PTA,2012).
In March 2012, Warid succeeded to have 14.40 million subscribers by adding 296,510 users in
the month. In March 2012, Zong and Ufone succeeded to convince more 711,609 and 697,388
new customers respectively. Half a million subscribers selected Telenor as their communication
source while 491,321 subscribers liked to join Mobilink. So Zong once again succeeded to win
the race of March 2012. Warid seems to be keeping up with the process of cleaning the data and
reported a negative addition of 296,510 subscribers in the month (cited at: www.tribune.com.pk).
Recently mobile phone teledensity has reached 62.5% from just 3.3% in 2004. More than 10,000
cities /towns/villages and almost 92% of the land area have been provided with cellular services.
Regarding revenue collecting status Mobilink is the leader followed by Telenor, while Ufone,
Wardid and Zong have third, fourth and fifth positions respectively (cited
at:www.propakistani.pk). In Pakistan, use of cellular services is increasing rapidly. It is revealed
by facts and figures that Pakistan has 53 million mobile youth owners will be half of the total
strength of subscribers in 2012.So mobile youth market is getting saturated in Pakistan. In 2008
mobile youth penetration in Pakistan for the 25-29 age groups reached beyond 100% while the
26-24 age group crossed the same limit in 2009. Mobile youth revenues were $1.6 billion in
2011 which may reach to $1.8 billion in 2012 (cited at: www.simmela.com).
Mobile Phone, as a communication technology, is quite affordable, available to majority of
youth (students) for 24 hours, and enhances the choice and provides variety of mobile package
advertisements that are foreign and local may have effects. This study will try to record the
demographic characteristics of mobile packages advertising subscribers (Youth only) and will
measure their level of viewership. The study also tends to find out respondents’ preferred mobile
phone companies and their packages rates. It also will try to find out whether or not there exist
any gender differences in using mobile packages. In this research study researcher wants to
explore the effects of mobile package advertisements on the youth and will examine how mobile
package advertisements are transforming the cultural patterns of youth which are following,
Customs, Norms & Values, Rituals, Language , Dressing, Social Interaction Patterns, Traditions.
1.6 Objectives of the Study
There is an apprehension among the public that the Mass Media may adversely affect the
Youth’s cultural activities and minds. Therefore, it is important to conduct a study on Mobile
Package Advertising effects. So, this study will be conducted to find out the effects of Mobile
Package Advertisements on the Youth in Sargodha, Pakistan.
To explore the consumption patterns of Mobile Packages Advertisements by the
Youth.
To determine the extent of interest tacking in the Mobile Packages
Advertisements by the Youth.
To determine whether they like the situations shown in the Mobile Packages
Advertisements.
To what extent do they like to adopt different situations shown in the Mobile
Packages Advertisements?
To find out the effects by the use of the Mobile and package advertisements on
the educational activities on the youth.
To explore the extent of transformation of cultural trends, rituals, norms, values of
native youth due to the exposure to the Mobile Packages Advertisements.
To find out relationship between viewing Mobile Advertisements and its effects
on personal appearance and lifestyle of Youth.
Hypothesis
The more the exposure to mobile package advertisement then the more their knowledge
about mobile packages.
The more they pay attention on the mobile package advertisement then the more effects
on their cultural patterns.
It is more likely that the youth get information about mobile package advertisements
more from television as compared to the other sources.
The more they watch the mobile package advertisement then the more the effects on their
social interaction patterns.
The more they watch the mobile package advertisements then the more they like to adopt
different situations shown in the mobile package advertisements.
The more they use and watch; mobile and mobile package advertisements then the more
effects on their social activities.
Chapter2
Literature Review
Worldwide increasing use of mobile phones especially among the young people has become one
of the favorite topics of academic researchers. The central point of this study is the evaluation of
cultural changes among the youth due to mobile package advertisements. The advertisements
roles the culture, where they are presented may cause cultural conflicts (Zia, 2007). Because of
rapid communicating sources world has adopted the form of a global village. Telecom sector has
changed communication set up everywhere and this is one of the most discussed topics in
Pakistan, now a days. Since last few years, telecom sector is one of the emerging sectors in
Pakistan and is attracting many new investors (Butt, 2006).
The literature of Clark & Salomon (1986) study revealed that mass media itself has not strong
effects on audience but the quality of the message which is being delivered by the mass media
has its effects (Clark, 1983, 1994). Westbrook (1998) has suggested that people may apply a
variety of different types of evaluative standards in reaching a particular satisfaction appraisal,
depending on situation and personal factor. According to Muhammad (1993) the prime minister
of Malaysia we are living in the era of information technology.
. Now a day’s all the marketers are gaining benefits from mass media by using it for
marketing communications. The selection of media depends upon the nature of message and
target audience to whom the message is to be imported (Etzel et al, 2008). . Brugge (2004) gives
other meanings of advertisements of communicating cultural values. Advertisement is a medium
that transfers the traditions, customs and norms of a generation to next one, so that cultural assets
may remain alive in the coming generations In Pakistan, mobile phones are in easy access
to everyone because of competitive atmosphere among companies of both services providers and
phone set providers. Due to this increasing demand for cell phones, companies are investing
abundantly in this sector. Now a days, mobilink, telenor, ufone, zong, and warid are five major
functioning companies in Pakistan (Sargana, 2005). Usually children and young people are target
of advertising and they are consequently converted into customers.
In this worldwide competitive atmosphere, most of the companies are compelled to adopt new
polices to survive in fluctuating circumstances in the market. it is revealed in many research
papers that organizations have realized that it is easier and cheaper to retain existing customers
than to convince new ones (Vadim Kotelnikov, 1000ventures). Companies have realized that for
establishing fruitful long-term connections with customers. It is better to concentrate upon
economically valuable customers and to avoid “economically invaluable” ones (Romano et al
2000).
While discussing the term marketing, Winer (2001) is of the view that for developing long term
relations with the customers and for earning maximum profits for the company, it is necessary to
perceive the needs and desires of the customers precisely. For long term success of a company, it
is significant to spot the elements which may prove helpful to retain maximum consumers. In the
current scenario, when industries and companies are facing competition threats, it is very
necessary for them innovative and should explore new horizons to achieve competitive
preference over the competitors (Morgan & Haunt, 1994).
But for snatching maximum consumers, it will be very fruitful to the culture of the country
where the products is to be marketed (Kotler et al, 2004).
In Pakistan, people have religious bent of mind and usually try to regard Islamic laws. In our
culture, people are very sensitive about their life partner’s especially female family members and
children. This proposition has footing upon the masculine versus feminine dimensions of culture
(Daecheun & Sanghoon, 2007).
It is one of the significant elements to explore dimensions of the local culture of a country where
a company is going to launch its business operations. So, adequate understanding of the local
culture may result in a successful business on the other hand misunderstanding of the local
culture may lead to improper decisions resulting into blocking of business (Hofstede, 2005).
Survival of services industry is subjected to uninterrupted cycle of repurchase so retention of
customers demands continuous struggle on the part of organizations (Anderson et al, 1994).
Research findings of grant & O’Donohoe, (2007) regarding use of mobile phones by youth
shows that mobile phone performs pivotal role in developing social activities of young people.
According to different theories, the advertisements may be of two types, one with high viewer’s.
Social adoption theory as it suggest the message transferred by the image of the model person
and the product should come to gather to make advertisements effective (Hawkins et al, 1983).
Yang et al (2007) argue that marketing policies adopted for different industries such as cellular
industry, have their footing upon analytical surveys of customers, shopping attitudes. Luna,
(2002) says that cellular phone industry regards interpersonal influence factor in their advertising
and marketing activities and this factor cast consequential effects upon consumer, selecting or
rejecting attitude towards brand
2.4 Mobile Package Advertisements and Culture
Hofstede (1980) defines culture as, the interactive active aggregate of common characteristics
that influences a group’s response to its environment” and suggests culture as the collective
programming of the mind which separates the member of one group from the other. In view of
hofstede, structure of Pakistani culture is collectivistic whereas American culture is
individualistic. Likewise Swedish, Norwegian and Danish are feminine cultures whereas
Pakistani is masculine one (ITIM [no dated]). Now a day’s majority of sociologists believe that
basically culture consists of symbols, ideals, and abstracts perspectives of human societies. The
essence of culture is not its handicrafts, tools or other tangible objects but how the numbers of
the group associate meanings to these objects. Norms, symbols, associations and perspectives are
indicators to differentiate one group from the other in the modern communities. People of a
cultural group attribute associations, to symbols and ideals in the similar way (Banks, 1989).
Hofstede (1997) has the view culture effects and individuals attitude by manifestations of
cultural norms, standards, customs, traditions and symbols. So an individual’s attitudes are
products of the cultural setup in which he is grown up (Luna & Gupta, 2001). Pakistan culture
has glimpses of the culture of the India, central Asia and Middle East. Pakistan culture that is
rich in values and traditions has footings Indus valley civilizations. It is evident in the annals of
history that the region, where Pakistan is established now, has been attacked and colonized by
different nations of the world such as Greeks, Persians, Dravidians, Turks, Aryans, Arabs, White
Huns, Mongols and many other Eurasian nations. The regions has established a cultural segment
which has distinctive features in multi-dimensional and complicated cultural stricter of south
Asia. Different ethnic sects have different cultural features regarding material objects like dress,
food, and religion specifically where pre- Islamic traditions have difference with Islamic
practices (Culture of Pakistan, 2007).
Sindhi, Muhajirs, Punjabi, Baloch and Pashtun are five major ethnic groups in Pakistan.
Language is major indication for identification of ethnicity in Pakistan. Almost more than twenty
languages are spoken in Pakistan but Punjabi, Sindhi, Pashto, Balochi and Urdu are abundantly
spoken. Urdu is the official language and is spoken and understood throughout the country. In
most of schools and universities, academic activities are conducted in English, so it is a de facto
national language of Pakistan (Library of Congress, 2007).
Mobile phone is the product of western culture so this reflects western values Castells et al,
(2007) also are the view that technologies are reflections of cultural norms and social structures
where they are developed. Influence of western culture is becoming dominant in Pakistan
because of globalization, especially people who are well to do enough to purchase European
products like media; food and television are more vulnerable to the influence. Business related to
software related technology and television sector is developing rapidly in Pakistan (Pakistan,
2007).
No aspect of life either it is cultural, economic, political, recreational or religious is beyond the
shackles of transition. The old fabrication and classification of social structure is facing a threat
of change which is slow but steady. Initially we may accept little change in our dressing style,
room arrangements and eatables change is one of the pleasant features of life but it should be
positive always. If we adopt negative changes consequently they will have negative effects upon
our living styles (cited at:www.hamariweb.com/articles). In cultures of large power distance, it is
an important point that people pass most of their time in their family circles but on the other hand
peoples in cultures of low power distance spend most of their own managed leisure activities.
As Pakistani culture has bent to large power distance culture, so this perspective should be
regarded well when marketing policies are formulated (Mooij, 2002).
In Pakistan, joint family system is strong enough in which not only immediate relations but
distant relations like cousins, uncles, nephews and grandparents are regarded well. So, Pakistan
culture has features of collectivism. In Pakistan people give enough regards to their traditions,
norms and emotions which are reflected through their behaviors. People have deep association
with their cultural values. So Pakistani culture can be considered short term oriented culture
(ITIM, [no dated]).
In Pakistani society, male dominates female. Sometimes even female are not allowed to do job
and get involved in fruitful life activities. People do not like possession of mobile phone by their
females and try to impose their own decisions upon dependant females (MQM, 2007).
As the technological developments add luxuries to life, these developments also have some
negative perspectives. Likewise, cell phones technology has caused wonderful communication of
the people but it excessive usage has caused many complications in society. Cell phone is no
more a luxury but has become a necessity of life. People expect improvements in mobiles,
brands, networks providers and other cell phone related accessories (cited at:www.smh.com.au).
When something acquires specific footings in our life, our daily life activities and living
standards are affected by it; consequently it affects our culture and society. Obviously
introduction of every new thing has its positive and negative perspectives. So we will explore
how cultural and social norms are being influenced by progressing telecom sector and especially
cellular service in Pakistan (Muhammad Umar et al, 2007).
Advertisements cast effects upon purchasing attitude of viewers, about advertised product. But
advertising policies have been questioned that these policies are provoking negative attitude of
customers because they contain exaggeration, puffery, and female exploitation which distort our
social norms (Shabbir et al, 2008). Some researchers have done research studies upon television
advertisements to examine how the manners of youth are affected negatively by these
advertisements (Sherry et al, 1999). Research studies of Loroz (2006) reveal that belong to the
youngsters give positive response to advertisements that have sexual charm as compared to the
mature customers. Advertisements that vividly contain sexual images may cause negative
consumer attitude because these are considered a threat to existing cultural and social values
(Anderson et al, 2004).
Since last few years, trend of using sexual reflections in advertisements has increased due to
competitive atmosphere (La Tour et al, 1994). It is explored through research studies that
advertisements containing higher level of sexual intensity divert the focus of the viewers from
the product or service to be advertised, rather than advertisement that has lower level of sexual
intensity (Alexander & Judd, 1978).
The youngsters living in age of 17 to 25 consider advertisements source of pleasure and
recreation but the repetition of some ads is boring and frustrating for them. It is found through
research that students idealize the life style that is projected in advertisements because they are
beyond the practiced life styles. It means the advertisements do not fulfill the original purpose to
convince the students to try the products (Buijzen & Valkenburg, 2003).
Usually it is believed that youth is the builder of a nation. Advertisements sector has
consequential effects upon our thoughts. Usually what is projected on TV screen is believed by
the people. The advertisers know how to inspire our emotions. Advertisers draw our attention to
the prevailing trends of dressing, eating and wearing in society, by projecting stars in
advertisements. Our youngsters have got enough confused to differentiate between needs and
desires. As globalization is affecting is cultural values, so the advertiser can use the same
advertisements worldwide (Usman Daud et al 2011, Ebad, 2010). This trend is leading to the
abolition of differences of societies. Our youth is nourishing under the charm of advertisements
so almost 70% of the world culture is changing (Neelima Gupta, 2008).
It has become a feature of fashion to keep on changing dressing, shoes, glasses, hair styles, even
cell phones. Fashion is not restricted to these things but these ranges from colour of an inset in a
home to the office of multinational organizations. Usually fashion is adopted as a tool to bring
charm in personality and to look up-to date. Electronic and print media are performing central
role in this connection (www.hamariweb.com.articles). It is usual impression that world is
getting transformed into a global village, but instead of this cultural norms cannot be claimed as
global because each society has its own cultural traditions and social features. For fruitful
business and marketing, it is necessary to regard local cultural values while drafting
advertisements campaign (Marques, 2001).
When youngsters select advertising information and characters as their role models, they may not
only identify with them but try to imitate while making dressing choices and doing shopping
(Latif et al, 2011). While drawing marketing polices, companies have to regard a multitude of
features. Extensive study local cultural values and social structures, is one of the prominent
factors which contribute enough for successful policy making. People have different consumer’s
attitudes in different cultures (Perner, 1998). Social features have influence upon consumers,
attitude. Everybody performs his role in accordance with cultural and social structures. Precise
perception of these roles is significant with advertising point of view (Kotler et al, 2004).
Temperament of a person’s family, friends and social organization strongly influence product
and brand choices. The person’s position in each group can be standardized in terms of role and
status. A person product and brand choice represents his/her social role and status (Kotler et al,
2009).
In Arnett, (2000) view, by the end of their 20s, youngsters searching social recognition, develop
friendships, locate romantic partners. Actually by doing this all they want to assume adult role
and responsibilities (Schwartz et al, 2005). Every country has its own social and cultural norms.
Before formatting a marketing agenda, companies must explore customers, attitude to different
countries. All expected positive and negative effects which culture may cast, should be spotted.
Culture may have different features like social stratification and classification of society,
religious norms, literacy rates, political structure and dialect (Kotler et al, 1999).
Regarding cultural setup of the country, 85% of the young generation is financially dependent
upon their parents, so they do not possess more assets other than their pocket money. So this is a
recognized factor that when costumers have offers like free minutes, free SMS at minimum
prices they are likely to be attracted (Mariam Jamshed, 2010). Society and culture pass through
transformation phase because of pervading mass media advertisements, and changing
communication resources. Circulation of information is getting accelerated because of spreading
media advertisements, so the world is expected to experience abrupt changes. These changes will
change social organizations and local culture will be transformed into forging cultures. These
forged cultures will have a social value system which will appreciate changes. If mass media
advertisements are managed properly, they may raise serious social problems such as class
conflicts. A code of ethics should be imposed upon media to avoid such social issues (Yoshii,
2001). Cultural setup is fabricated by institutions and other factors which influence society’s
basic value system, thoughts, perceptions, behaviors, choices. Specific society has specific
impressions upon the people inhabiting it. Advertisers and marketers may influence secondary
values but they cannot transform primary cultural values. Advertisers should have better
perception of cultural setup of country before a business policy is programmed (Kotler et al,
2004).
Zhou & Hui et al, (2003) are of the view that inter-related cultures such as Japan, China, Korea
and most East Asian countries focus upon harmony with group norms and social recognitions.
Pakistani youth in urban areas is abundantly availing the services of cellular companies, cell
phones has made communication easier for all circles of life specifically for youth. Study show
that cell phone communication practices are similar among both male and female customers.
Students usually make calls with their age group fellows such as friends and class mates. Due to
easier and cheaper communication resources, the youngsters have opportunities to multiply their
social contacts (Srivastava et al, 2005). Cell phone also provides a sense of security to the
youngsters as they can communicate in case of emergency (Taylor et al, 2001).
Progressing telecom industry has affected many perspectives of Pakistani culture. Telecom
sector has transformed our conventional ways of communication and now people prioritize to
utilize these cellular services instead of face to face meetings. In some peoples view telecom
sector is disturbing family structures. It is analyzed through study that youngster spend most of
their time, almost 60 minutes per day, on cell phone talking and chatting. They like to make calls
and send SMS their friends and relatives in spite of continues meeting with them. This trend in
the youth distorting cultural values as Pakistan people like to have face to face meetings. Due to
abundant use of cellular services, Pakistani youth is going away from Islamic values. For
example, it is and Islamic norm to say ‘Assalmoalaikum’ while starting a conversation but now
youngsters says ‘Hello’ while making calls (Muhammad Umar et al, 2007).
There are many significant cultural and social features which are being influenced by rapidly
growing telecom services. One of them in that people thinks it a symbol of status to use cell
phone while driving (Mirza, 2005). Mobile companies are playing a blind game to become
popular among masses. They are making ridicules practices with customers to secures their
financial interests. Cellular companies have offered different packages at different rates to
achieve these interests. Some companies have offered free calls throughout the day and some
have offered free calls throughout the night. These offers are directly affecting the youth. Under
the charms of these offers, when youngsters make long calls at night, they are unable to attend
their classes regularly; sometimes they become victim of accident while driving. Negative effects
of these packages upon the youth should be observed and tackled. Abundant and late night usage
of cell phones among teenagers may causes conflicts with their parents. The major factor behind
this conflict is that parent’s communications norms of time, place and purpose are mostly
different from that of children. So there is a conceptual breach between parents and children
about proper and improper usage of cellular services. Sometimes cellular communications
challenge parental and social values. For instance, before the penetration of cellular technology,
it was not a common practice among Pakistani youth to make long calls with the opposite sex, in
presence of others. Parents also think that excessive and late night usage of cell phones disturbs
the academic activates of children (Sohail Kamran, 2010).
Usually cell phone communication norms are set by marketing agents of telecom sector and not
by other institutions like family and society. So advertising strategies and packages are not
promoting positive trends among the youngsters in Pakistan. Research findings shows that usage
of the mobile phone among the youth is the blend of positive and negative perspectives.
Advertisements sketches of telecom sector have most same pattern in different countries. So
cross cultural resemblances regarding cell phone usage are expected among the youngsters
(Sohail Kamran, 2010).
Advertisements communicated through different media affect the viewers but Television is the
most powerful source of advertisements because of its maximum number if viewership. It can
affect not only the individual’s behavior, temperament, living standards but even social structure
of a country (Latif & Abideen, 2011). TV commercials have become the most powerful agent of
advertisement. Some researchers have claim that advertisements are specified representation
practices which do not have ground reality. Characters usually projected in advertisements seem
to be imaginary and mythical, but they cannot be viewed as totally beyond the realms of reality.
At early stage of advertising trends, textual message were transmitted for propagation of certain
products. As audio-visual sources of communication progressed, they become most influential
and complicated agent of propagation. The advertisers try to explorer, in every culture, social
norms of kinship, family and profession. Usually major themes of their concentration are
pleasure, entertainment, youth, status, success, beauty, fashion and luxury. Through
advertisements, advertisers try to realize the viewer how his life is different from the perfect life
glimpsed in advertisements and how the advertised product can bridge the gap (Angela Goddard,
1998).
In this modern era in advertisements consumer is more concentrated and focused than the
product. So a situation is created where the viewers is suggested to identify himself with the
consumer projected in the advertisement model (Beasley & Danesi, 2002). While describing the
functions of an advertisement, a model can be diagrammatically drawn as attention, interest,
desire and actions. According to recommendation of this model an advertisements should
succeed at first three stages to achieve desired results from the viewer. Culture has a central role
in advertisements. Objects, models, ideas and concepts are shaped regarding cultural structures
and are transmitted through linguistic or non- linguistic symbols.
Culture is the collective accomplishment of the mind which marks the members of one groups or
sect of people from another. Expands this idea when he distinguishes between human nature,
culture, personality and views that human nature is mutual to all people. Everybody has emotions
like sadness, happiness, love, hate, anger but gives vent to these feelings according to cultural
and social values. He furthers argues that every culture demonstrates itself through four
components; symbols, heroes, rituals and values (Hofstede, 1991).
Although revolutionary developments in the fields of information technology has facilitated
human life and communication has become faster but it also has some negative effects. Cell
phone text messaging passion is one of them as it badly affects academic activities and health of
youngsters. It is noted that late night call packages and cheaper SMS packages offered by
cellular companies are proving harmful for youngsters, because they do not sleep properly. In
Professor Tahir Mahmood’s view, cheaper call rates and SMS packages may prove fruitful if
availed positively but unfortunately the youngsters are exploiting the facility in a wrong way
(cited at: www.pakistantoday.com.pk).
Unfortunately, the developing countries like India, Pakistan and Bangladesh have strong cultural
standards, traditions and values but they are vulnerable to European cultural attack. Our
youngsters are making wrong choices. The cellular companies are offering cheaper and charming
packages for the young generations such as Mobilink (Ladies first, happy hours), Warid (Zim
series), Ufone (Public demand, prepay life punch ka pandra, U circle) Telenor (Talkshawk Aone,
djuice,) and Zong, s Life packages (Fraz Ahmed, 2009).
In Pakistan a bad image about cellular companies has develop that usually their advertisements
have mutually chatting or flirting boys and girls. If their advertisement does not have sexual
images, why vulgar words like obscene, lewd, raunchy are used for these advertisements. Many
people are arguing that cellular companies are promoting trend of friendship between girls and
boys. Globalization has promoted modern trends in Pakistan. Factors like return of Pakistanis
from abroad, transmission of international channels on Pakistani televisions, international
restaurants, girls and boys wearing jeans and T-shirts instead of Shalwar Kameez, are
contributing to globalization in Pakistan. Advertisements showing mutually talking boys and
girls are not only factor to globalization (Mohammad Yusha, 2011).
Our youngsters have got addicted to habit of late night communication with the opposite sex,
and this addiction is product of late night cheaper call rates of cellular services. Usually cell
phones of youngsters remain under usage throughout the night. In Pakistan late night offers by
different cellular companies are promoting a trend of making girlfriend or boyfriends that is
against local cultural norms (Kashif Abbasi, 2011).
Muhammad Faheem, a physician views that late night telecom offers have become a factor
behind many mental and physical disorders. Sleepless may prove harmful for human body, so
students availing late night calling offers are vulnerable to this danger (cited at:
www.pakistantoday.com.pk). The People who are irresponsible and have indifferent attitude, are
very happy to have these late night packages which are severely spoiling our young generation.
Our youngsters spend whole night while making purposeless and immoral communications. Our
emotional and immature youth has fallen a prey to addiction of availing late night offers of
telecom sectors. These charming cellular offers are dragging our youth away from family,
culture, traditions and religious norms (Babar Bhatti, 2008).
Methodology
3.1 Survey Research
In Neuman (2007) view, survey is a qualitative social research in which one systematically asks
many people the same questions, then records and analyzes their answers. In Reinard, (1994)
words, survey is the process of focusing at something in its entire perspective. Usually this
method is opted by the researchers who want to explore the attitudes and behaviors of people.
Wimmer and Dominick (2006) say that, surveys have influence upon all walks of life.
Businessmen, political leaders, consumers groups and advertisers exploit this survey for taking
fruitful decisions. Babbie, (1992) is of the view that surveys may be benefited for drawing
descriptions, explanations and explorations. They are mostly used in research studies that have
individual people as the units of analysis. The author views that it is the best procedure that can
be exploited by the researchers for collecting data to describe such an extensive population and
its direct observation is impossible.
This study was launched to explore the effects of mobile package advertisements on the cultural
transformation among youth. It is also the purpose of the study to explore to what extent these
advertisements is affecting the cultural norms and values of the native youth as well as society.
Keeping in view the nature of the study, survey methodology was considered to be a suitable
procedure for analyzing effects and cultural change introduced by the mobile package
advertisements.
3.2 Unit of Analysis
Specification of group of persons or unit of analysis for study purposes is one of the major steps
of research process. In Babbie, (1992) view, unit of analysis are the people or things whose
parameters are observed, described and explained by social researchers. Neuman (2007), says
that unit of analysis is a form of empirical case or unit that is observed, measured and analyzed
in a research study by a social researcher.
The units of analysis in the present study are the students of the University of Sargodha, and the
purpose was to explore perception about mobile package advertisements.
3.3 Population
Reinard (1994) defines population as extensive universe of incidents from which the sample is
taken. In Neuman (2007) view, population is the name of variety of cases from which a sample is
selected by a researcher and is described in theoretical terms.
In this study, the universe is the male and female students of University of Sargodha. The first
step in the research study is to specify the group of persons or unit of analysis for study. The
universe in this research consists of the students of University of Sargodha who use different
mass media channels (Television, Radio, Internet, Newspaper and Outdoor) for watching and
listing mobile package advertisements.
3.4 Sample
Every researcher wants to conduct an extensive survey of the whole population to draw reliable
findings for the study. But the ground realities do not support this desire and it is very difficult to
study the whole population. So for making the study convenient, researchers opt procedure of
sampling. Sample is a sub-section of the total population which has same parameters as the entire
population has. In Neuman (2007) words, sample is a subset of cases that is choosed by a
researcher from a larger set and is generalized to the whole population
3.5 Sampling Methods
Convenience sampling procedure was used for classification. Convenience sample also known as
available sample is an accumulation of promptly approachable subjects for study. Exponents of
using convenience samples assert that if a phenomenon, feature or trait does in fact exist, then it
should exist in any sample. This sampling process is usually supportive in pretesting
questionnaires or other preliminary work (Wimmer & Dominick, 1983). For data collection
purpose, three hundred respondents selected. The sample was further divided on the basis of
gender 150 males and 150 females.
3.6 Sample Size
Keeping in view the resource constraints, convenience and purposive methods for selection of
the respondents was used for collection of data from the target population. Due to time limitation
and financial constraints, it was not possible for the researcher to collect data from the large
population in University of Sargodha. Therefore, three hundred respondents of equally consisting
males and females students from University of Sargodha were selected.
Theoretical Frame Work
This study has analyzed “Effects of Mobile Package Advertisements” the core purpose of this
study was to dig out the influence of mobile package advertisements on the native youth culture
and cultural transformation among them. These mobile package advertisements are mostly
advertised by the Mass media like Television, Radio, Internet, Newspapers, Magazines and
Outdoor channels. As a communication technology, television has a great acceptance and is
being used extensively in Pakistan.
Being inexpensive and easy to access, Mobile phone spread rapidly in Pakistan. To see the
Advertisements of these mobile phones and packages which are advertised by the mass media is
now become easier than ever before. Youth have easy to access mass media channels because
they have become common household’s commodities. Therefore, this study attempted to
understand whether demography and physiographic effects the audience Culture and to what
extent transform the cultural norms and values of the respondents or not. Kaye (2000) says that a
good theory forecasts the future happening by suggesting practical insight into how the process
being under study functions. Latest communication theories are required that may help
explaining the application of emerging technologies. As the century forwards ahead, the
persistent challenge for communication theoreticians will be to catch up and keep up (Thompson
& Bryant, 2002). Such theories were required which could explain the uses and consequences of
this mass media technology Pakistan.
Mass media channels especially Televisions provides a variety of local and foreign Mobile
Package Advertisements and helps youth to selecting or rejecting the ads according to their needs
and choice. Therefore, the first part of this study explored respondents preferred channels and
kinds of advertisements, reasons for watching Advertisements, preferred mass media channels
for watching or listing advertisements and also time of watching and listing. It justified the
application of ‘Uses and Gratification Theory’. This theory identifies mobile package
advertisements consumption patterns according to needs and satisfaction of targeted class. The
Gratification factor leads to the exposure of channels/advertisements which in turn can generate
effects.
Main part of the present research comes under the effect tradition. It demands discussion on
theories based on observational learning and information processing emphasize lasting effects of
exposure to mass media advertisements. Thus, the study also applies ‘Cultivation Theory’ in
terms of effect (which can be small, gradual, indirect but cumulative and significant) through
exposure (depending upon heavy and light viewership of Mass Media Advertisements) and
‘Social Learning Theory’ which says that viewers attend and learn from models which are
attractive, powerful, rewarding and similar to themselves. They do not usually act immediately
on what they learn from television. Instead, they store such knowledge to be used when their
own circumstances elicit it. Hence, the framework of this research is based on the set of three
theories i.e. Uses and Gratification Theory, Cultivation Theory and Social Learning Theory.
These theories are discussed below in relation with the present study in brief.
4.3 Cultivation Theory
The cultivation theory which was proposed by George Gerbner’s believes that when people are
exposed by the message delivered by the mass media it has as much influence as much it is
delivered. The Cultivation theory is frequently functional to people’s perceptions of actuality
(Wilcox et al, 2003).
. The cultivation theory views that heavy viewer behaviors are developed basically by what they
watch on television. Gerbner does not consider television world a simulacrum of world but a
world in itself (McQuail, 1993).
Cultivation theory believes that television is responsible for molding or developing consumer’s
views about social issues. The cultivation influence of heavy television communication of
consumers subtly shapes the perceptions of social reality for individuals and ultimately for the
culture as a whole. Thus, cultivation research is in the effects tradition.
Cultivation theory claims that television has long lasting effects which are small, slow, indirect
but increasing and significant. They emphasize the effects of television viewing on attitude rather
than the behavior of viewers. Heavy television exposure is found as cultivating attitudes which
are in harmony with the world of television programs than with daily life. Cultivation
theoreticians are renowned for the research study of television and viewers and special emphasis
on the issue of violence. Anyhow, some studies have also regarded other communication
resources from this aspect and have focused upon topics like gender roles, ethnic groups, age
groups and political attitudes.
George Gerbner is considered as the founder of the cultivation theory. He starts promoting
cultivation as a structural piece for the long term examination of public messages in media
influence and understanding. Gerbner states that his goals are not with education, information,
persuasion and the similar, or with any type of direct communication effects. More precisely, his
focus retains with the collective context within which and in response to which, different
individuals and group selections and interpretations of messages take place. However, Gerbners
research work suggests a social physical theory on communication effect on persuasion as
related mass media. He views that mass media promotes attitudes and norms which already exist
in culture. Media retains and promotes these norms amongst members of a culture, thus binding
it together. The cultivation started with the cultivation hypothesis, suggested by George Gerbner
which tries to comprehend how massive communication with cultural imagery will mould a
viewer’s idea of reality (Pierce, 2007).
Gerbner says that television has achieved status of focal cultural arm of the American society.
Television sets has acquired the status of a family member who usually narrates most of the
stories. Gerbner and his companions like (Gerbner, Gross, Morgan, & Signorielli, 1994) have
divided into two categories like light viewers and heavy viewers.
For heavy viewers television excels other sources of information, ideas and consciousness.
Gerbner argues that the influence of all this communication with repeated messages produces
what he names cultivation or the teaching of a common worldview, common roles and common
norms. Gerbner presents research promoting “Cultivation Theory” that has footing upon
comparison between heavy and light television viewers. Gerbner draw analysis of answers to
questions asked in research surveys and found that heavy and light viewers usually show
different responses. Further heavy television viewers mostly give responses that are near to the
way the world is shown on television.
Findings
In the contemporary life, media is playing incredible role in providing information about every
sphere of life round the clock. In the field of advertisements, media has become the basic need of
individuals everywhere. This study’s results explore the effects of mobile package
advertisements and cultural transformation among youth.
Table 1.1 Exposures to Mobile Package Advertisements
Over All Male Female
Very Often 21 19 22
Often 36 35 37
Somewhat 13 13 13
Little 23 22 25
Never 7 11 3
In survey research male and female respondents have been given the equal representation. The
analysis of given data reveals little difference between male and female respondents. Overall
(36%) often and (23%) little expose to mobile package advertisements. While female (37%) very
often expose to the package advertisements than males. Respondent’s responses about exposure
to mobile package advertisements further revel that male (11%) who significantly never prefers
to expose mobile package advertisements as compared to the females, respectively ( see table
1.1).
Figure 1.1 Attention paid to Mobile Package Advertisements
Very much Much Somewhat Little Not at all05
10152025303540
Over AllMaleFemale
Result of the study further indicates that both male and female respondents significantly, much
paid attention to the mobile package advertisements. A very little difference is observed in male
and female responses about their attention on mobile packages among there categories’
respectively (see figure 1.1).
Table1.2. Preferred Sources for Watching Mobile Package Advertisement
Over All Male Female
TV
Very Often 43 37 49
Often 31 31 31
Somewhat 13 16 10
Little 9 11 7
Never 4 5 3
Radio
Very Often 7 9 5
Often 14 12 16
Somewhat 12 9 14
Little 37 41 33
Never 30 29 31
Newspaper
Very Often 19 19 19
Often 32 31 33
Somewhat 19 23 14
Little 19 17 21
Never 12 9 14
Magazine
Very Often 10 7 13
Often 25 23 27
Somewhat 24 26 21
Little 25 19 30
Never 17 25 9
Internet
Very Often 33 34 33
Often 26 21 30
Somewhat 11 17 6
Little 15 17 13
Never 15 11 19
Out Door
Very Often 8 9 7
Often 20 27 14
Somewhat 18 20 17
Little 30 29 31
Never 24 16 32
An analysis of the present study shows respondents’ preference to different sources to get the
information about their mobile packages according to their interests. It is observed from the
empirical findings of the study that overall majority of the respondents are those who
significantly preferred television to getting information about mobile package advertisements.
The overall responses of the respondents revel that (43%) very often exposed to television,
(37%) little exposed to radio, (32%) often consume newspapers, (33%) very often exposed to
internet and (30%) little use outdoor sources to get the information about their packages.
The comparative analysis of the study further indicate that female (49%) who very often
preferred to use television for mobile package advertisements as then those of males, while
(41%) males who significantly little use radio and only (5%) females who significantly very
often listen radio for package advertisements. In case of newspapers (23%) males who
significantly somewhat preferred to use newspapers, while only (25%) males who never
preferred to use magazines advertisements. Findings further shows that (17%) males who
significantly somewhat use internet to get information about mobile packages than females.
While (32%) females never preferred to use outdoor sources (see table 1.2).
Figure 1.2 extent of information provide by the Mobile Package Advertisements
Very much Much Somewhat Little Not at all05
10152025303540
Over AllMaleFemale
People, extent of information to mobile package advertisement is another major concern of the
study and review of their responses the findings of the present study shows that overall male who
significantly get much information to the mobile package advertisements. However a little
amount among them is those who never get information to package advertisements but not at
significant level. It is further observed from the study results that male who significantly very
much get information to the mobile package advertisements as compared to female (see figure
1.2).
Table.1.3 package advertisements affect social interaction
Over
All Male Female
Parents
Very much 24 22 26
Much 32 29 35
Somewhat 20 26 15
Little 17 15 18
Not at all 7 8 6
Friends
Very much 51 43 58
Much 27 27 27
Somewhat 10 18 3
Little 6 5 8
Not at all 6 7 4
Coworkers
Very much 13 16 9
Much 27 23 32
Somewhat 28 31 26
Little 17 19 16
Not at all 14 12 17
Teachers
Very much 13 14 12
Much 22 25 19
Somewhat 25 27 24
Little 30 27 33
Not at all 10 7 12
Peers
Very much 15 16 13
Much 26 25 27
Somewhat 18 17 19
Little 23 22 23
Not at all 19 19 18
Relatives
Very much 24 20 28
Much 31 28 35
Somewhat 21 26 15
Little 14 15 13
Not at all 10 11 9
To explore the effects of mobile package advertisements on different types of social interaction
patterns, the findings of the study revel that according to the perception of the overall
respondents package advertisements largely effected the interaction patterns with parents,
friends, coworkers, teachers and relatives respectively. It is further observed that overall (51%)
friends who are significantly very much effected from the mobile package advertisements as
compared to all other categories.
The comparative analysis of the study further revel that (26%) male respondents who somewhat
effected from package advertisements on parents interaction as compared to females. It is further
observed from the empirical findings that (58%) female respondents are of the view that mobile
package advertisements very much effected the friends interactions while only (18%) males
presented their somewhat perception about the effects. In case of effects with coworkers,
teachers and peers interaction patterns respondents of both male and female respondents show no
significant difference among their responses. Results furthers indicate that (26%) males
somewhat of the view that package advertisements effects in term of relative interaction while
female are (15%) who presents their views (see table 1.3).
Table 1.4 Extent of Adoption which are shown in Mobile Package Advertisements
Overall Male Female
Mix gathering
Very much 29 27 30
Much 21 21 21
Somewhat 15 16 15
Little 20 21 20
Not at all 14 16 13
Dancing
Very much 7 11 2
Much 16 17 15
Somewhat 12 12 13
Little 18 20 17
Not at all 47 40 54
Kissing
Very much 9 14 3
Much 8 13 3
Somewhat 11 14 8
Little 10 15 5
Not at all 62 45 80
Slang words
Very much 8 11 4
Much 8 11 5
Somewhat 12 13 10
Little 22 21 23
Not at all 51 43 58
Hand Shaking
Very much 20 29 10
Much 19 20 18
Somewhat 15 15 15
Little 19 17 21
Not at all 27 18 36
Review of the findings furthers revel that, peoples extent of their adoption about the different
situations shown in the mobile package advertisements that includes ; mix gathering, dancing,
kissing, slang words and hand shaking. The overall (29%) are very much in mix gathering while
(62%) are those who never adopt kissing that they observed in package advertisements.
Respondent’s responses in mix gathering of both male and female show no significant difference
among other values. Findings regarding people’s adoptions patterns in dancing depict that (54%)
female who significantly never participate in dancing as compared to males. While (80%) female
who never participate in kissing. It is further observed from the above empirical findings that
respondents both male and female never preferred to participate in dancing, kissing and using
slang words as compared to mix gathering and hand shacking (see table 1.4).
Table 1.5 mobile package advertisements affect in terms of the following
Overall Male Female
Slogans
Very much 26 30 22
Much 22 24 20
Somewhat 18 17 19
Little 22 17 28
Not at all 12 12 11
Environment
Very much 23 19 27
Much 36 33 39
Somewhat 20 23 17
Little 17 21 14
Not at all 4 5 3
Music
Very much 30 33 27
Much 33 31 35
Somewhat 20 18 22
Little 12 11 13
Not at all 5 8 3
Model
Very much 24 27 21
Much 25 25 24
Somewhat 23 19 27
Little 18 18 18
Not at all 10 11 10
Beauty
Very much 31 34 29
Much 27 28 26
Somewhat 16 13 20
Little 15 16 15
Not at all 10 9 11
Dressing
Very much 30 28 33
Much 28 29 27
Somewhat 17 20 13
Little 15 13 17
Not at all 10 11 10
Hair Styles
Very much 26 27 25
Much 22 23 21
Somewhat 18 17 20
Little 20 21 20
Not at all 13 13 13
Brand
Very much 25 21 29
Much 25 29 21
Somewhat 18 18 17
Little 19 17 21
Not at all 13 15 11
Due to the competition in advertisements and use of different cellular networks different cellular
companies try to focus on different advertisements parameters to get the attention and increase
their consumption patterns among the viewers. These parameters include slogans, environment,
music, model, beauty, dressing, hair style and brand. The results of the present study indicate that
environment overall (36%) very much effect the respondents in mobile package advertisements.
Respondents’ responses indicate that (28%) female are little affected from the slogans used in
advertisements as compared to male who are only (17%). Comparative analysis of the findings
regarding both male and female respondent’s shoes no significant difference among all the
categories includes music, model, beauty, dressing, hair style and brand respectively. While only
very little difference is observed in case of slogans and environment effects in term of mobile
package advertisements (see table 1.5).
Table 1.6 Extent
of likeness in mobile Package
Advertisements
Different cellular companies use
models, celebrities, actors
and social workers in advertisements
to influence their consumers about
different mobile packages. Analysis
of respondents’ responses about
the likeness of different
components in mobile package
advertisements shows that in case,
model (25%) female are those
Overall Male Female
Male Model
Very much 25 27 23
Much 18 22 15
Somewhat 17 19 15
Little 20 15 25
Not at all 20 17 22
Female Model
Very much 31 34 28
Much 25 26 25
Somewhat 15 13 17
Little 14 11 17
Not at all 15 15 14
Sports Person
Very much 20 27 14
Much 24 23 25
Somewhat 26 27 25
Little 16 15 17
Not at all 13 8 19
Actors
Very much 25 23 27
Much 28 29 27
Somewhat 24 25 22
Little 11 11 12
Not at all 12 12 13
Social workers
Very much 19 17 22
Much 15 15 16
Somewhat 20 22 17
Little 28 29 27
Not at all 17 17 17
who like little male model for the advertisements of mobile packages. In term of female model,
both male and female respondents showed no significant difference in very much and much
response categories about their likeness. Comparison of the study further indicates that (27%)
males are those who very much like the sports persons for the advertisements of mobile
packages. While only (14%) female who like the sports persons.
Mobile companies use testimonials and famous personalities to convey their messages to their
targeted audience, while actors used in advertisements shows that overall male and female
respondent significantly very much and much like actors in advertisements. The results of the
study further indicate that in case of social workers used in advertisements the majority of the
respondents shows very little likeness as compared to other categories respectively (see table
1.6).
Table 1.7 Mobile Package Advertisements are affecting your social activities
Overall Male Female
Sleeping time
Very much 42 37 48
Much 18 15 22
Somewhat 12 15 9
Little 16 19 13
Not at all 11 14 7
Study time
Very much 48 47 49
Much 25 24 27
Somewhat 11 13 9
Little 10 9 11
Not at all 6 7 4
Sports
Very much 19 19 19
Much 21 24 19
Somewhat 23 29 17
Little 18 13 23
Not at all 18 15 22
Eating habits
Very much 23 26 20
Much 22 17 28
Somewhat 20 23 17
Little 22 22 22
Not at all 12 12 13
Meeting with
friends
Very much
29 24 34
Much 24 24 25
Somewhat 17 18 15
Little 14 17 12
Not at all 16 17 14
Advertisements about the mobile packages largely affecting the different social activities of the
people including sleeping time, study time, sports, eating habits and meeting with friends. It is
further observed from the empirical findings of the study that overall (42%) sleeping time (48%)
study time and (29%) meeting with friends are more affected by watching mobile package
advertisements than sports and eating habits. The analyses further indicate that (48%) females
are those who very much presented their perceptions about the influence on sleeping time
through mobile package advertisements. The comparative analysis of the study further depict
that majority of the male and female respondents are of the view that their study time is very
much effected by using these mobile packages as compared to the all other categories in their
responses.
While in case of sports (22%) female members never viewed about their influence on sports as
compared the males. Further observing the results about eating habits and meeting with friends
(28%) females much influenced by the eating habits while (34%) females very much effected by
meeting with friends and the overall male members shows less in percentage as compared to
females (see table 1.7).
Table 1.8 Purpose behind using Mobile Phone
Overall Male Female
Getting information
Very much 40 33 47
Much 21 22 20
Somewhat 16 17 15
Little 13 13 13
Not at all 10 14 5
Keep in touch with family
Very much 56 47 66
Much 25 29 21
Somewhat 9 13 5
Little 6 7 5
Not at all 4 5 3
Because of your peers
Very much 22 19 25
Much 30 28 32
Somewhat 21 25 18
Little 15 15 15
Not at all 11 13 10
For Fun/ Entertainment
Very much 28 24 32
Much 30 29 31
Somewhat 18 21 15
Little 15 14 16
Not at all 9 11 7
For Browsing
Very much 16 17 14
Much 21 15 27
Somewhat 21 21 21
Little 25 29 21
Not at all 17 17 17
The purposes behind using the mobile phone vary in terms of male and female. Overall females
significantly very much presented their view point about the usage of mobile phone for different
purposes including getting information; keep in touch with family, because of their peers, for
entertainment and for browsing internet. Analysis of the present study indicate that the majority,
overall (40%) to get information and (56%) keep in touch with family very much presented their
perception about the usage of mobile phone than competing categories.
According to the empirical finding of the study (47%) females very much use the mobile phone
to get all kinds of information while only (33%) males used for the same purpose. Respondent’s
responses further reveal that (66%) females are those who are use more mobile to keep in touch
with their family members as compared to males. The present study further reveals that in case
of entertainment and contact with peers shows no significant difference in their response
categories of both male and female. Empirical findings further revel that (27%) female
respondents much use mobile phone for the purpose of internet (see table 1.8).
Figure 1.3 Connections are subscribing currently
Mobilink Ufone Telenor Warid Zong0
5
10
15
20
25
30
35
Over AllMaleFemale
Respondent’s responses of using different mobile cellular connections of different companies,
observed that overall male and female respondents currently subscribing ufone among all other
competing connections. Comparative analysis of the empirical findings indicates that (31%)
males are currently using Mobilink than females who are (23%). While their using habits of
different cellular connections of both male and females shows little difference between their
responses of different cellular networks including Mobilink, Ufone, Telenor, Warid and Zong
respectively (see figure 1.3).
Table 1.9 Connection like to Adopt
Overall Male Female
Mobilink
Very much 27 32 22
Much 27 25 29
Somewhat 14 11 17
Little 14 13 15
Not at all 18 19 17
Ufone
Very much 19 19 19
Much 31 31 31
Somewhat 15 16 13
Little 16 15 17
Not at all 20 20 19
Telenor
Very much 17 19 15
Much 22 17 28
Somewhat 20 22 18
Little 17 18 17
Not at all 23 24 22
Warid
Very much 19 17 21
Much 16 14 19
Somewhat 15 16 13
Little 19 19 20
Not at all 31 35 27
Zong
Very much 13 16 11
Much 15 15 14
Somewhat 11 13 10
Little 24 21 28
Not at all 36 35 37
Response’s of the respondents shows their liking habits of different cellular networks including
Mobilink, Ufone, Telenor, Warid and Zong. It is observed from the present findings that (32%)
male very much like to use Mobilink while female are only (22%). In case of Ufone male and
female respondents presents the same situation between their responses. (28%) female
respondents much like to use Telenor as compared to the males who are only (17%) in licking
theTtelenor connections.
Further analyzing the responses of respondents indicate that (35%) males who never preferred to
like Warid connection and (36%) overall respondents who never like to use Zong. These are
significant respondents as compared to the all other categories (see table 1.9).
Table 1.10 Reason of Using Connection
Overall Male Female
Signal service
Very much 58 59 57
Much 18 15 20
Somewhat 9 11 6
Little 8 7 9
Not at all 8 7 9
Packages/call rates
Very much 49 44 54
Much 27 27 26
Somewhat 11 11 11
Little 8 9 6
Not at all 6 9 3
Because of your peers
Very much 26 24 28
Much 21 21 21
Somewhat 22 21 23
Little 18 18 17
Not at all 13 16 10
Only for SMS
Very much 51 44 57
Much 21 24 17
Somewhat 12 13 10
Little 12 11 13
Not at all 5 8 2
It is further observed from the empirical findings of the study that overall (58%) respondents use
their cellular connection due to the signal service while (51%) respondents are those who use
their connections only for SMS packages. Findings further indicate that (59%) male respondents
very much used connections due to good signal services; while (54%) female are those who very
much use cellular connections due to the cheep call rates as compared to the male members who
are (44%). Findings also indicate that male and female respondents shows the same situation in
case of peers while (57%) female respondents who significantly very much like to use the
connections only for the purpose of sending messages (see table 1.10).
Statistical Tools
Regression Analysis
A statistical measure that attempts to determine the strength of the relationship between one
dependent variable (usually denoted by Y) and a series of other changing variables (known as
independent variable. The two basic types of regression are linear regression and multiple
regression. Linear regression uses one independent variable to explain and/or predict the
outcome of Y, while multiple regressions use two or more independent variables to predict the
outcome.
To what extent would you like to adopt the following in your life?
Coefficientsa,b
Model
Unstandardized
Coefficients
Standardized
Coefficients
B Std. Error Beta T Sig.
1 Exposed from the
Mobile package
.334 .075 .315 4.440 .000
Attention on the Mobile
package
.559 .070 .564 7.938 .000
a. Dependent Variable: adopt the mix-gathering
Coefficientsa,b
Model
Unstandardized
Coefficients
Standardized
Coefficients
B Std. Error Beta T Sig.
1 Exposed from the
Mobile package
.386 .085 .274 4.521 .000
Attention on the Mobile
package
.847 .080 .644 10.608 .000
a. Dependent Variable: adopt the dancing
Analysis of Variance
A statistical analysis tool that separates the total variability found within a data
set into two components: random and systematic factors. The random factors do
not have any statistical influence on the given data set, while the systematic
factors do. The ANOVA test is used to determine the impact independent
variables have on the dependent variable in a regression analysis.
To what extent would you like to adopt the following in your life?
Sum of
Squares df
Mean
Square F Sig.
adopt the mix-
gathering
Between
Groups
2.253 1 2.253 1.092 .297
Within
Groups
614.747 298 2.063
Total 617.000 299
adopt the dancing Between
Groups
15.413 1 15.413 8.795 .003
Within
Groups
522.253 298 1.753
Total 537.667 299
adopt the kissing Between
Groups
63.480 1 63.480 39.092 .000
Within
Groups
483.907 298 1.624
Total 547.387 299
adopt the slang
words
Between
Groups
20.280 1 20.280 12.758 .000
Within
Groups
473.707 298 1.590
Total 493.987 299
Summary and Discussion
The summary and discussion of a research thesis reaffirms the thesis statement, discusses the
issues, and reaches a final judgment. It is a belief based on your reasoning and on the evidence
you have accumulated. This is the place to share with readers the conclusions you have reached
because of your research.
Through this study, sustained efforts have been made to explore the effects of mobile package
advertisements on the cultural transformation among youth (students of University of Sargodha).
It was explore that all the respondents one way or the other use mass media (Television, Radio,
Newspaper, Magazine, Internet and Outdoor) Sources for gaining information about mobile
package advertisements. The comparative analysis of the selected type of media, however,
showed that overall respondents preferred television relatively more for acquiring information
about mobile package advertisements followed by other mass media channels. The respondents
had for less dependency on the internet for this purpose. It was evident from the empirical
findings that overwhelming majority of the respondents did not listen to radio for acquiring
information about mobile package advertisements.
The critical analysis of the empirical evidence in terms of youth’ extent of acquiring
information about mobile package advertisements explored that the youth ranked television as
the most preferred medium followed by the radio, newspapers, magazine, internet and outdoor
sources (table 1.2). The study’s findings in this regard extended full support to the research
hypotheses: ‘It is more likely that the youth get information about mobile package
advertisements more from television as compared to the other sources”. The comparative
analysis of correlation between the consumption patterns of media content and the respondents
male and female showed that television was preferred more medium by female, as compared to
male respondents. Similarly, the review of the respondents’ scores on the index of the other
sources indicated that male little preferred to listening radio than the female respondents for
mobile package advertisements. The review of the respondents reading newspapers for the
purpose showed that both male and female respondents do not prefer to use newspapers for
getting information about mobile package advertisement. But male respondents showed
somewhat interest to use newspapers for reading mobile package advertisements as compared to
female respondents. It was also explored that female little preferred to use magazine as
compared to male respondents. The review of the respondents regarding using internet shows
that male somewhat preferred to use internet than the female respondents. It was further explored
that most of the female did not use outdoor sources as compared to male respondents for gating
information about mobile package advertisements. An analysis of the present study shows
respondents’ preference to different sources to get the information about their mobile packages
according to their interests. It is observed from the empirical findings of the study that overall
majority of the respondents are those who significantly preferred television to getting
information about mobile package advertisements (ref of table).
The critical analysis of empirical evidence in terms of youth’ exposure to mobile package
advertisements and attention paid to the mobile package advertisements showed a positive
correlation. The analysis explored that the respondents who spent more time on media for mobile
package advertisements got more information from these sources accordingly (table 1-1 & figure
1.1). The study’s findings in this regard extended full support to the research hypotheses: ‘The
more the exposure to mobile package advertisement then the more their knowledge about mobile
packages”. And ‘The more they pay attention on the mobile package advertisement then the
more effects on their cultural patterns”. The critical analysis of the observed empirical findings
further revealed that People, extent of information to mobile package advertisement is another
major concern of the study and review of their responses shows that overall male who
significantly gets much information to the mobile package advertisements. However a little
amount among them is those who never get information to package advertisements but not at
significant level. It is further observed from the study results that male who significantly very
much get information to the mobile package advertisements as compared to female (figure 1.2).
The critical analysis of empirical evidence in terms of, mobile package advertisements effects
social interaction patterns of youth showed a positive correlation. The analysis explored that the
respondents who use mass media for watching or reading mobile package advertisements are
more affected with their social interaction patterns (table.1.3). The study’s findings in this regard
extended full support to the research hypotheses: ‘The more they watch the mobile package
advertisement then the more the effects on their social interaction patterns”. The finding of table
1.3 observed that overall friends who are significantly very much effected from the mobile
package advertisements as compared to all other categories. The comparative analysis of the
study further indicate that male respondents who somewhat effected from package
advertisements on parents interaction as compared to females. It is further observed from the
empirical findings that female respondents are of the view that mobile package advertisements
very much effected the friends interactions while males presented their somewhat perception
about the effects. In case of effects with coworkers, teachers and peers interaction patterns
respondents of both male and female respondents show no significant difference among their
responses. Results furthers indicate that males somewhat of the view that package
advertisements effects in term of relative interaction as compared to female who presents their
views (table 1.3).
The critical analysis of empirical evidence in terms of extent of adoption of different
situations shown in mobile package advertisements showed a partial correlation (table 1.4). The
findings of the study extended partial support to the hypothesis: ‘The more they watch the
mobile package advertisements then the more they like to adopt different situations shown in the
mobile package advertisements”. The study further raveled that the overall mix gathering
partially adopted by the respondents and kissing is partially rejected by the both male and female
respondents that they observed in package advertisements. The comparative review of the
respondents’ further indicate that both male and female respondents partially adopted the mix
gathering because there is no much difference in their responses. Study results further depict that
both male and female respondent partially rejected to adopt the dancing, kissing and using slang
words which are shown in mobile package advertisements (table 1.4).
After the review of the empirical evidence it was observed that mobile package advertisements
played major role in effecting the social activities of the youth, including sleeping time, study
time, sports, eating habits and meeting with friends (table 1.7). The study’s findings in this
regard extended full support to the research hypotheses: ‘The more they use and watch; mobile
and mobile package advertisements then the more effects on their social activities”. The finding
of table 1.7 observed that overall sleeping time, study time and meeting with friends are more
affected by watching mobile package advertisements than sports and eating habits. The
comparative review of the respondents’ further indicate that female respondents are very much
presented their perceptions about the influence on sleeping time through mobile package
advertisements as compare to other categories and majority of the male and female respondents
are of the view that their study time is very much effected by using these mobile packages as
compared to the all other categories in their responses.
Critical review of the respondents’ responses regarding the factors effecting the youth in
mobile package advertisements in term of slogans, environment, music, model, beauty, dressing,
hair style and brand raveled that, overall environment very much effect the respondents in
mobile package advertisements. The comparative review of the respondents’ further indicates
that females are little affected from the slogans used in advertisements as compared to male, and
there is no significant difference among all the categories includes music, model, beauty,
dressing, hair style and brand respectively. While only very little difference is observed in case
of slogans and environment effects in term of mobile package advertisements (table 1.5). The
critically analysis of empirical evidence in terms of the likeness of different components in
mobile package advertisements indicate that, overall male and female respondent significantly
preferred to like actors in mobile package advertisements. Comparative analysis of the study
further indicate that female respondents showed little likeness for male models and in case of
female models both male and female models showed same likeness. Study results further
indicate that sports persons are very much liked by the male respondents as compared to female
in mobile package advertisements (table.1.6).
The critical analysis of empirical evidence in terms of purposes behind using the mobile phone
by youth explored that, overall female preferred to use mobile phone for different purposes
including getting information; keep in touch with family, because of their peers, for
entertainment and for browsing internet. In this regard male respondents showed no significant
interest for purpose behind using mobile phone as compared to female (table 1.8). The critical
analyses of empirical evidence in terms of which connection is they are subscribing currently
between mobilink, ufone, telenore, warid and zong revealed that, overall male and female
respondent’s currently subscribing ufone among all other competing connections. Comparative
analysis of the study further raveled that male respondents preferred to like using mobilink as
compared to female (figure1.3).
Critical review of the respondents’ responses regarding which cellular connection they like to
adopt including mobilink, ufone, telenor, warid and zong reveled that, male respondents like to
adopt mobilink as compared to female. In case of ufone both male and female respondents
showed same interest while telenor is liked by the female respondents as compared to male. Most
of the male respondents never like to adopt warid connection and zong is the connection which is
never liked by the overall male and female respondents (table 1.9). The critical analyses of
empirical evidence in terms of reason behind using the connection they are subscribing reveled
that, overall majority of the both male and female respondents using their connection because of
good signal service as well as sms packages. Comparative analysis of the study further indicate
that male respondents preferred to used connections due to good signal services; while female
are used cellular connections due to the cheep call rates as compared to the male respondents.
Finding regarding peers both male and female showed same situation while female respondents
like to use the connections only for the purpose of sending messages (table 1.10).
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