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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