Perceptions of Kandahar University Lecturers on the Socio-Cultural Influence of Indian Serials on Afghan Society
DOI:
https://doi.org/10.65486/yptyd610Keywords:
Indian serials, Afghan society, lecturers, Kandahar University, socio-cultural influenceAbstract
This study examines Afghan university lecturers’ perceptions of the social and cultural impacts of Indian serials on Afghan society. The study seeks to understand how these serials may influence Afghan culture, behaviour, and social values, drawing on lecturers’ experiences and observations. Using a quantitative cross-sectional survey, the data were collected from 172 lecturers at Kandahar University via a structured Likert-scale questionnaire administered online. Descriptive statistics and chi-square tests were used to study perceptions of family values, language, morality, and social behaviour. Results show predominantly negative perceptions, particularly regarding moral norms and family values, with education level showing a statistically significant association with perceived cultural impact. The study contributes to the media effects literature by highlighting the role of education and cultural capital in shaping responses to foreign media in conservative societies. Implications for media literacy and cultural policy are discussed. The study contributes to media and cultural discourse in Afghanistan by emphasizing the need for stronger local content production and media literacy education to help viewers critically engage with foreign media. The research also offers valuable insights for policymakers, educators, and content creators who aim to preserve Afghan cultural identity while navigating the growing influence of global entertainment. The study's content demonstrates the researchers' originality. Although Indian serials have had a significant influence on Afghan society in several areas, very little research has been conducted to date. The responses of Kandahar University lecturers underline the importance of addressing these media-driven cultural changes thoughtfully and strategically.
Downloads
References
Ali, A., Khalid, A., & Hassan, S. A. (2014). The Impact of Indian Dramas on the Language and Dress of Females. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 19(1), 66-71.
Ang, I. (1985). Watching Dallas: Soap Opera and the Melodramatic Imagination. Routledge.
Bandura, A. (1977). Social Learning Theory. Prentice-Hall.
Daqiq, B., & Hashemi, A. (2021). Attitude of Afghan youths on watching foreign dubbed serials: A case study of Takhar University, Afghanistan. International Journal of Social Sciences and Education Research, 7(2), 173–180.
Darwishean, S. E. (2021). The controversy over dramas: A study of Indian dramas in Afghanistan media through the viewers’ point of view. ISOR Journal of Humanities and Social Science, 26(4, Series 1), 45-50.
Gerbner, G., Gross, L., Morgan, M., & Signoriello, N. (2002). Cultivation Analysis: An Overview. In J. Curran & M. Gurevitch (Eds.), Mass Media and Society (pp. 65–81). Hodder Arnold.
Gritsai, L. (2025). ROLE OF MEDIA EDUCATION IN THE FORMATION OF FAMILY EDUCATIONAL VALUES. Sign problematic field in media education. https://doi.org/10.47475/2070-0695-2025-55-1-17-28.
Helal, M. A. (2014). Impacts of Indian drama serials on Bangladeshi culture: A study on viewers of Khulna city. International Journal of Social Sciences and Management, 1(2), 89-98.
Juni, M. S., Hassan, M. A., & Halim, M. A. S. (2014). Cultural Invasion through Television: A Case of Indian TV Serials Watched in Pakistan. Asian Social Science, 10(5), 1–10.
Khan, A. (2023). Afghan university lecturers’ views on the cultural effects of Indian dramas. Journal of South Asian Media Studies, 5(1), 27–41.
Lapsansky, C., & Chatterjee, S. (2013). The role of entertainment-education in women’s development: A case study. International Institute for Peace Studies.
Livingstone, S. (2004). Media literacy in the digital age. The Communication Review, 7(1), 3–14. Media Asia, 38(2), 78–85. Ministry of Information and Culture Report, Kabul.
Mittell, J. (2015). Complex TV: The poetics of contemporary television storytelling. NYU Press.
Naseer, M., Manj, Y., Riaz, F., Awan, K., Siddique, A., Shahzadi, S., Ahmed, T., & Ahmed, Z. (2014). Exposure to foreign media and changes in cultural traits- A Study Conducted in District Sargodha and Multan. Scholars Journal of Arts, Humanities and Social Sciences. 2(4).
Naz, A., & Iraqi, K. (2017). The effects of Indian TV serials on Pakistani and Afghan societies: A comparative study. International Journal of Humanities and Social Science, 7(3), 15–22.
Newcomb, H., & Hirsch, P. M. (1983). Television as a cultural forum: Implications for research. Quarterly Review of Film Studies, 8(3), 45–55.
Osman, W. (2020). Television and the Afghan culture wars: Brought to you by foreigners, Warlords, and Activists. University of Illinois Press.
Rahmani, F., Saidi, M., & Karimi, A. (2023). Linguistic hybridity and media consumption: A study of Dari-Pashto speakers in urban Afghanistan. Journal of Multilingual and Multicultural Development, 44(3), 234-249.
Razu, S. R., Yeasmin, N., & Islam, S. S. (2021). Impacts of Indian serials on Bangladeshi culture: A qualitative study based on perceived situation and risk factors in an urban setting. Social Communication, 2, 59-69.
Ruwandeepa, S. (2011). The global appeal of Indian serials: A look into Afghanistan.
Salam, A. (2013). Television viewing and changing social behavior among Afghan youth. Afghan Journal of Development and Culture, 4(1), 25–33.
Shakespeare, W. (2008). As you like it. Oxford University Press. (Original work published 1623)
Shamsher, R., & Abdullah, A. (2012). Effect of satellite television on the culture of Bangladesh: The viewers’ perception. European Journal of Business and Management, 4(9), 45–54.
Singhal, A., & Rogers, E. M. (1999). Entertainment-education: A communication strategy for social change. Routledge.
Straubhaar, J. (2007). World television: From global to local. Sage Publications.
Tarannum, N., & Siddiqa, A. (2024). Tendency to watch Indian TV serials among students: A study on Khulna University. South Asian Journal of Social Sciences and Humanities, 5(2), 137-160.
Tomlinson, J. (2003). Globalization and cultural identity. In D. Held & A. McGrew (Eds.), The global transformations reader (pp. 269–277). Polity Press.
Venuti, L. (1995). The Translator’s Invisibility: A History of Translation. Routledge.
Wafa, A., & Galla, T. (2008). Controversy over Indian dramas in Afghanistan. IOSR Journal of Humanities and Social Science, 26(4), 46–50.
Xu, H., Li, X., & Shan, Z. (2023). Competence in multiple foreign languages as cultural capital in family language policy: Parents’ perceptions. International Journal of Applied Linguistics. https://doi.org/10.1111/ijal.12492.
Yousaf, Z., Arshad, & Ammarah. (2014). Impact of Indian Dramas on the Interaction Behavior of Females. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 19(4), 89.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Arghand Journal of Social Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
