Global Media and Foreign Culture: A Sociological Analysis of Tribal Community in Dera Ghazi Khan, Punjab-Pakistan

Usage of global media has been increasing in the modern world. It has also impact on cultural traits, societal values, and cultural identity. The present study examined the extent and nature of the usage of global media and the level of adoption of foreign culture in tribal community of Dera Ghazi Khan, Punjab province-Pakistan. Global media includes radio, satellite TV and internet. Foreign culture is operationalized as foreign language, dress, and food. The sample of 420 respondents was selected from the Tehsil Koh-e-Suleman (District Dera Ghazi Khan) through Multistage sampling technique. Spearmen correlation was used to examine the relationship between the usage of global media and adoption of foreign culture among the respondents. The results showed that global media has significant relationship with foreign culture e.g. foreign language (P= .003), foreign dress (P=.026) and foreign food (P=.000). In nutshell, it is concluded that technological development has impact on the cultural traits, societal values, and social relationship of the tribal people of Pakistan. Research implications of the investigation are also discussed.


INTRODUCTION
The general belief about globalization is that it is a new phenomenon caused by the recent technological developments, especially in the areas of communication and travel, which are associated with "a shrinking" world of distances, accelerated "speed" of cross-border flows, and the emergence of a global economy (Appadurai, 1990). The cross-border flows of information and communication are known as global media and it includes different technologies such as radio, satellite TV and internet. The revolution in communication has recently triggered social changes. Computer technology has enabled people to communicate fastlyright across the globe via e-mail.
The planet has shrunk to what is sometimes denoted as the 'global village'. To promote this development of communications, a language in which correspondence could take place had to be used (Sultana, 2007). Ahuja and Batra (1978), explained that, the communication media technology is rapidly changing culture by using modern mass media like Newspaper, States (Schiller, 1969 (Castells, 2001). Culture is an amalgamation of human activities from a social perspectivecomprising individual representations of their selves and relationships (Roosens, 1995). Hofstede (1984) described culture as collective mental programming that differentiates the followers of one community from another. Further culture is not transmitted genetically, so for acquiring culture, a person has to be in the right place at the right time (Cleveland& Laroche, 2007).
Cultural globalization can be measured by consuming mass media products imported from abroad like international television programs, movies, books and music (Kluver & Fu, 2004). Experience of mixtures between a rich foreign culture and traditional culture can endanger cultural uniqueness and thus cause epistemic certainty and security needs (Morris, Mok, & Mor, 2011).

OBJECTIVES OF STUDY
1. To assess the relationship between usage of global media and adoption of foreign culture in tribal community of Dera Ghazi Khan.

REVIEW OF LIRERATURE
The people are not only the objects who are influenced or victimized but they are the subjects have choice and power to either accept or reject the change, influence and effects of globalization. People are helped to connect closely with the advancement of technology which is part and product of globalization. There seems fine tuning between the sense of togetherness and diversity (Wang, 2007). Verma (2008)  1. More the global media usage, more will be adoption of foreign cultural traits.
2. Younger the age, higher will be adoption of foreign cultural traits.

RESULTS AND DISCUSSION
The main objective of the present research was to find out the effects of global media on tribal culture in Dera Ghazi Khan, Punjab.According to the objectives, the exposure of tribal people towards global media is to be first discussed but for reader's familiarity towards the characteristics of Tribal Community, the Socio-Economic characteristics are discussed before it.   PKR, the (6.9%) Respondents fall in the category of (40,000 to 54,000) PKR and the remaining (5.7%) belonged to the category of (55,000 & Above) PKR.

Socio-economic characteristics
The mean of the family income (per month) was 28000 Rs. To encapsulate, the younger tribal people were more likely to learn foreign languages, wear foreign dresses and eating foreign food, means that they were more likely to adopt foreign cultural traits. These results are consistent with previous studies as Muhiuddin, Zuberi, Khan, and Khan (2018)  indicates that tribal people who use more global media are more likely to eat foreign food. To sum, people who use global media more, are more likely to learn foreign languages, wear foreign dresses and eating foreign food. These results were consistent with Bhatti, Gondal, Sheikh, Hammad, and Zafar,(2016) found that major purpose of watching foreign media among Pakistani youth is entertainment. Young people like to wear western dresses, to follow new fashion and to celebrate Indian and western festivals. Foreign media is promoting culture that is against local cultural and religious values. In another study, Hossin and Mohiuddin (2015) concluded that global media has great impact on people who are exposed to it. Young Bengali generation favors fashionable clothes, fast food, western family and marriage style, western music, films and festivals. They have gained their own uniquepersonalitieswithin food, dressing, entertainment, etc.

CONCLUSION
The tribal people mostly belong to low socioeconomic status, but they were fond of using global media. The young tribal people were heavy users of global media and they had more inclination to adopt foreign cultural traits such as learning foreign languages, wearing foreign dresses and eating foreign food. Older tribal people had strong integration with tribal cultural values and had more social ties with local tribal community. Global media was being prevalent in tribal area causing change in tribal culture and weakening people's relationships with local tribal community.