THE ROLE OF PUNJABI MOVIES AND VIOLENCE IN PAKISTAN MUHAMMAD IQBAL ANJUM INSTITUTE OF COMMUNICATION STUDIES UNIVERSITY OF THE PUNJAB, LAHORE- PAKISTAN
THE ROLE OF PUNJABI MOVIES AND
VIOLENCE IN PAKISTAN
MUHAMMAD IQBAL ANJUM
INSTITUTE OF COMMUNICATION STUDIES
UNIVERSITY OF THE PUNJAB,
LAHORE- PAKISTAN
THE ROLE OF PUNJABI MOVIES AND
VIOLENCE IN PAKISTAN
A THESIS SUBMITTED TO
THE UNIVERSITY OF THE PUNJAB
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN
COMMUNICATION STUDIES
BY
MUHAMMAD IQBAL ANJUM
INSTITUTE OF COMMUNICATION STUDIES
UNIVERSITY OF THE PUNJAB
LAHORE, PAKISTAN
June 8, 2013
CERTIFICATE
It is certified that Mr. Muhammad Iqbal Anjum has worked under my supervision.
His dissertation on ―The Role of Punjabi Movies and Violence in Pakistan‖ has been
approved for submission in its present form, as to satisfy the fulfillment for Doctor of
Philosophy in Communication Studies.
Dr. Ahsan Akhtar Naz
Supervisor
Institute of Communication Studies,
University of the Punjab, Lahore, Pakistan.
i
ACKNOWLEDGEMENT
I owe all my work to Allah Almighty who blessed me with the strength to
complete this thesis and all respects are for the Holy Prophet (peace be upon him)
who was the greatest preacher of tolerance, brotherhood, equality, respect for other
religions and above all respect for the common man.
I express my deepest gratitude to my research supervisor Dr. Ahsan Akhtar
Naz, Director, Institute of Communication Studies, University of the Punjab, Lahore,
Pakistan. His academic motivation and guidance, valuable suggestions and special
affection left inerasable imprints on my mind. Without his kind guidance, it would
not have been possible for me to conduct and complete this work.
I am indebted to all individuals who spared time and responded the items of
the interview guide as I would have not been able to complete this work without this
sincere participation. I am also thankful to Dr. Nasir Mahmood, Dr. Nadeem-ul-
Hassan Gilani, Mr. Abdul Majid Rana, Mr. Muhammad Yousaf Bashir, Dr. Tariq
Mahmood Chaudhary and his family, Engineer Abbas Ali Abid and his family, Syed
Taseer Mustafa, Khalid Rashid and Muhammad Nasir for their kind love and
hospitality during my stay in Pakistan.
Last but not the least, my thanks to my wife and children whose
encouragement and prays have been a constant source of inspiration for me during my
doctoral study.
June 8, 2013 Muhammad Iqbal Anjum
ii
ABSTRACT
The present study has explored possible link between Punjabi movies and
mounting violent behaviour of the youth in Pakistan. The objectives of the study
included exploring the factors of youth behaviour affected by the movies, developing
and validating the Movie Impact Scale of Behaviour (MISB) for measuring the
violence in youth behaviour, finding out the level of violence among the Punjabi
movie-viewers and non-viewers in terms of less and more exposure, determining the
impact of the movies on male and female youth behaviour with reference to their age,
educational levels, and occupational, educational levels, as well as economic status of
their parents. The study was of descriptive in nature, and included in-depth interviews
of frequently Punjabi movie watchers and non-watchers in natural settings along with
observations of the focus groups for data collection. Youth with age group from 15 to
24 years with frequent Punjabi movie viewers‘ behaviour in Punjab constituted the
population of the study. The sample of the study was selected from the population
considering each division as cluster of Punjab Province. Four clusters were selected
randomly from the eight divisions. A total sample of 177 youth respondents from
both genders was taken out of which 151 were used to watching Punjabi movies
frequently and 26 were those who were not exposed to the movies. The theoretical
inspiration is drawn from cultivation theory and social learning theory. A panel of five
experts was consulted. Confirmatory factor analysis was run for the confirmation of
sub-scales as were selected in the exploratory factor analysis in the pilot test.
Reliability of Movie Impact Scale of Behaviour was determined in terms of internal
consistency and stability. The stability was determined by means of the test-retest
reliability analysis by selecting 15 youth from one of the clusters. Consistency in the
factors was established using exploratory factor analysis and Cronbach‘s Alpha. The
findings indicate that Punjabi movie watchers were more prone to the violent
behaviour as compared to the non-watchers. Male youth with age range from 22 to 24
years developed more violent behaviour than the rest of the two groups. Illiterate
youth with illiterate parents, unemployed youth with unemployed family heads that
fall in the category of low income group are more affected by the violent Punjabi
movies.
iii
Table of Contents
Topics Page No.
Acknowledgement i
Abstract ii
List of Tables v
List of Abbreviations vi
Chapter I Introduction 1
1.1 Statement of the Problem 4
1.2 Objectives of the Study 5
1.3 Significance of the Study 5
1.4 Research Questions 9
1.5 Hypotheses 10
1.6 Definitions of the Terms Used 11
1.6.1 Youth 11
1.6.2 Behaviour 11
1.6.3 Positive behaviour 12
1.6.4 Negative behaviour 12
1.6.5 Punjabi movies 12
1.6.6 Violence 12
1.6.7 Movie Impact Scale of Behaviour 13
1.6.8 Mean scores 13
1.6.9 Demographics 13
1.6.10 Economic status 13
Chapter II Literature Review 14
2.1 Theoretical Framework 29
Chapter III Methodology 44
3.1 Research Design 44
3.2 Population 45
3.3 Sample 45
3.3.1 Preparation of Movie Impact Scale of Behaviour (MISB) 45
iv
3.4.2 Pilot Study of Movie Impact Scale of Behaviour (MISB) 46
3.4 Procedure of the Study 48
3.4.1 Organizing of Focus Group 48
Chapter IV Analysis of Data
4.1 Focus Group Observations 51
4.2 Validity 57
4.3 Content Validity 57
4.4 Construct Validity 57
4.5 Reliability 63
Chapter V Summary, Findings, Conclusion and Discussion 91
5.1 Summary 91
5.2 Findings 99
5.3 Discussion 115
5.4 Conclusions 122
5.5 Recommendations 124
References 127
Appendix A Interview Guide English 145
Appendix B Interview Guide Urdu 153
Appendix C List of Participants of Focus Group 160
Appendix D List of Experts for Content Analysis 161
v
List of Tables
Table No. Title Page No.
4.1 Principal Rotated Component Matrix of the Exploratory Factors
Analysis for the Identification of Movie Impact Scale of
Behaviour (MISB) to measure the Violence among youths‘
behaviour(N=177)
59
4.2 Cronbach‘s Alpha Coefficient for the Identification of Reliability of
the factors Movie Impact Scale of Behaviour (N=151)
64
4.3 Correlation Coefficient between Test and Re-Test of Punjabi
movies (n=44) of the Movie Impact Scale of Behaviour and
(n=15)
67
4.4 Descriptive statistics with (N=151) youth having exposure to
Punjabi movies with Score of Movie Impact Scale of Behaviour
69
4.5 Independent Samples t-test for Comparison of Movie watcher with
(N=151) and Non- watcher (N=26) exposure groups to Punjabi
movies with Score of Movie Impact Scale of Behaviour (df=175
71
4.6 Independent Samples t-test for Comparison of Less Movie
watchers with (N=63) and More movie watchers (N=18)
exposure groups to Punjabi movies with Movie Impact Scale of
Behaviour Scores (df=79)
73
4.7 Independent Samples t-test for Comparison of Male with (N=101)
and Female With (N=50) exposure groups to Punjabi movies with
Movie Impact Scale of BehaviourScores (df=149)
75
4.8 Analysis of Variance among the youth watching movies using
different channels of entertainment with (N=151 exposure groups
to Punjabi movies with Score of Movie Impact Scale of Behaviour
77
4.9 Analysis of Variance among the youth of different age with
(N=151) exposure groups to Punjabi movies with Score of Movie
Impact Scale of Behaviour
79
4.10 Analysis of Variance among the youth behaviour of different
educational levels groups with (N=151) exposure groups to Punjabi
movies with Score of Movie Impact Scale of Behaviour
81
4.11 Analysis of Variance among the youth with different occupation
with (N=151)exposure groups to Punjabi movies with Score of
Movie Impact Scale of Behaviour
83
4.12 Analysis of Variance among the youth with different education
level of family head with (N=151) exposure groups to Punjabi
movies with Score of Movie Impact Scale of Behaviour
85
4.13 Analysis of Variance among the youth different occupation level of
family head with (N=151) exposure groups to Punjabi movies with
Score of Movie Impact Scale of Behaviour
87
4.14 Analysis of Variance among the youth with different income level
of family head with (N=151) exposure groups to Punjabi movies
with Score of Movie Impact Scale of Behaviour
89
vi
List of Abbreviations
Abbreviations Definitions
CE Cultivation Effects
AB Aggressive Behaviour
CN Criminal Nature
PD Psychiatric Disorder
LV Law Violence
DV Domestic Violence
MP Moral Panic
TV Temporal Volatility
BE Backmasking Effect
ASB Anti-social Behaviour
UA Unjustified Actions
MI Mental Illness
CB Copycat Behaviour
VP Vulgarity and Pornography
AAI Action Against Injustice
EA Emotional Actions
TIM Total Impact of Movies
M Mean
SD Standard Deviation
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Chapter I
INTRODUCTION
The mesmerizing contemporary media of mass contact possess the potential to
transform a flicker into a flame and vice versa by molding public opinion in a very
limited time in one direction. The bombardment of cinematic imageries constructed
deliberately with a specific purpose to move people in line with the agendum of
producing podium may bring about lots of socio-economic, cultural and behavioural
changes in a society.
In Pakistan, though Urdu and English are the national and official languages
respectively, Punjabi is spoken as a native language by 48 percent of the population
(175 million) of Pakistan (Central Intelligence Agency, 2010). Punjabi movies, being
most effective source of entertainment for nearly half of the population (44.15%) of
the country, might influence the socio-economic and cultural life of the people of
Pakistan. Punjabi movies are produced in the Punjab but they are exhibited and
watched throughout the country on different media. The province of the Punjab
accommodates the people with different ethnic, regional, cultural, and lingual
backgrounds. The sample includes all the ethnic groups from all the provinces of
Pakistan settled in the Punjab. Punjabi movies deliver a message for parental
obedience, family unity, and patriotism and invoke sense of social responsibility to
protect the downtrodden. However, they represent deadly violent scenes of physical
torture, barbaric acts, bloodshed and vulgar songs. It is common perception that
exhibition of these movies on TV channels through cable operators, and on silver
screen, may develop similar thinking patterns in viewers when they are exposed to
them repeatedly.
So far as the facts about the cultural industry are concerned, there are more
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than 824 cinemas in the country, excluding few open air arrangements. The number
of registered film makers is about 300 whereas directors are no more than 150. There
are approximately 325 film distributors. Almost all film making is done in Lahore.
There are 9 film studios in the country but none of them meets the international
standards. Pakistan has produced movies in collaboration with Canada, Norway,
Great Britain, Bangladesh, Sri Lanka, Nepal, Thailand and Singapore. There are 70
leading celebrities in the industry and the number of junior actors is almost 150.
There are seven dance directors, 50 cameramen, 10 still photographers, 15 dress
designers, 14 beautician, 4 hair dressers, 12 decorators, 50 film editors, 69 film
writers, 10 song writers, 20 musicians, 10 art directors, 100 light men and 12 sound
recorders in the whole film industry of the country (Naz, 2005).
There are many laws which have been governing film industry from time to
time. A Pakistani law states that any film encouraging crime and terrorism or
containing any song or dance depicting vulgarity, obscenity or immorality will be
discouraged (Motion pictures Ordinance, 1979).
Despite the law, Maula Jatt (1979) became the trend-setter by introducing
violence, vulgarity, obscenity, callous fighting, and brutally murdering scenes. It was
super hit on box office and kept on minting money for about three years. It depicted
the most bizarre characters that were never seen in any film before. The influential
film makers subsequently succeeded in showing what had been censored by the
Censor Board of Pakistan (Naz, 2005). This movie introduced Rahi as hero first time
in the history of cultural industry in Pakistan.
Sultan Rahi, the hero in other countless Punjabi movies, was portrayed as the
most violent character killing hundreds of his enemies in each movie, an emblem of
honor, a symbol of patriotism, showing extreme loyalty to his friends, anti-colonial
3
figure, king of bloodshed and emotionalism. He preached peace, love, harmony and
Parental obedience. He would show his deep-rooted social responsibility towards
downtrodden masses for their protection against merciless feudal lords, and always
ready to help the oppressed (Gazdar, 1997).
The major types of Punjabi movies include humorous movies, art movies,
horror movies, romantic movies and action movies. Almost all these movies contain
representation of violence in one or the other way. Some humorous movies, however,
teach the audience not only moral lessons but also provide jovial pattern of life. The
movies under consideration in the thesis are humorous, art and action movies which
are filled with multidimensional variables of behaviour and show a wide range of
actions i.e., parental obedience, sense of social responsibility, moral and religious
values along with multiple murders, excessive use of fire weapons, acts of homicide,
domestic violence against women, children, and other family members, kidnapping,
larceny, punching, vandalism, sexual abuse, retaliatory murders, amputation of body
organs, stabbing, looting, robbery, mobile snatching and physical torture.
Though Punjabi movies provide lots of pleasure through big screen, they are
also displayed by certain cable TV operators round the clock. The latter has made
film viewing very cheap as cable network is available in every nook and corner of the
country and every class of society can easily afford its monthly subscription.
These movies might have been affecting the youths‘ behaviour negatively or
positively. There may be other factors like Poverty, socio-economic injustice,
illiteracy, absence of rule of law, and Joblessness that might have added fuel to the
fire in the process of transforming youths‘ behaviour. People are having more
exposure to these movies because they have ample time to spare for such
entertainment. However, if the viewers are exposed to these movies for longer time,
4
either they learn a lesson or the violent contents cause arousal of anger in them and
might behave differently in different situation.
Besides, the socio-economic deprivations of the youth and lack of educational
resources, provide basis to legitimize their positive or negative behavioural
dimensions to interact to various social circumstances. When these viewers watch the
movies while they have feelings of deprivations, delayed justice, they try to imitate
their hero and solve their even every day problem with the use of force. Social
realities coupled with economic needs might trigger their hidden potential or
aggression. According to Veenema (2001) “low-income children of color are exposed
to many types of violence‖. The continuous viewing of these movies leads to learning
of several positive traits of behaviour along with emotional imbalances and
psychological ailments. The prolonged exposure of certain critical scenes that
conform to the bitter realities of the past of the viewer may desensitize them. It may
result in positive change in behaviour or lead to moral panic, sadomasochism,
frustration or anxiety. “Research on violent television programmes and films, video
games, and music reveals unequivocal evidence that media violence increases the
likelihood of aggressive and violent behaviour in both immediate and long-term
context‖(Anderson, et al.,2003,p.81).
1.1 Statement of the problem
The purpose of the present study is to examine the impact of Punjabi movies
on the behaviour of youths in Pakistan. These movies are produced, distributed and
exhibited in cinemas or on cable TV, Video Cassette Recorder, Digital Versatile Disc
or Digital Video Disc player, Play stations, computer or internet in Pakistan.
Although, these movies are produced in the province of Punjab, they are watched
throughout Pakistan. The present study explores the link between violent Punjabi
5
movies and violent behaviour among youths of Pakistan.
1.2 Objectives of the study
The objectives of the study in hand were to:
1. To explore the factors of youths‘ behaviour affected by Punjabi movies
2. To find out the difference of degree of violence in Punjabi movie-viewer and
non- viewer
3. To find the impact of extent of movie exposure on youths‘ behaviour
4. To find the variation in youths‘ behaviour caused by background factors
(age, gender, qualification, occupation and economic status).
5. To explore the impact of Punjabi movies in developing violent behaviour
among youths while viewing different channels
1.3 Significance of the study
Pakistan, one of the largest countries of the Muslim world, has been the land
of Sufis, Saints, and it has been a place of inter-cultural understanding and inter-
communal harmony over the first three decades of its inception in 1947. Pakistan has
been facing a wave of extreme violence since 1980s when the violent movies started
to be produced. Culture of tolerance of the country has been rapidly replaced by the
culture of violence. According to Khan (2013), a renowned columnist of the Express
Tribune, the most popular and violent movie, Maula Jatt, changed the trends of
Pakistani film industry altogether, and promoted the culture of violence in the country
replacing the culture of tolerance. Nasir Adeeb, the writer of the most violent Punjabi
movie ―Maula Jatt‖, once told the researcher that he wrote the story of this movie in
order to take the revenge of his father‘s insult by the police. The police officials made
his father stand without shirt for the whole night in wind-chill (Adeeb, personal
communication, May 2, 2010).
6
Remarkable social changes do not occur by themselves as they are driven by
certain external forces, factors or agents of change working overtly or covertly behind
the curtain. Powerful mass media, particularly Punjabi movies influence the
behaviour of the people is which is bringing about lots of socio-cultural changes in
Pakistan. The unrealistic violence which people watch in Punjabi movies, they,
sometimes, apply it in their practical lives. Iqbal (2010), the political reporter of elite
English newspaper, Dawn, of Pakistan has published a story regarding extreme
violence of lynching two real brothers, Mughees and Muneeb, 15 and 19 respectively,
in District Sialkot in the presence of high ranking police officers and eight other
police official who watched the brutal act as silent spectators in the presence of
hundreds of people. The two brothers were clubbed to death publicly, their naked
bodies were hanged upside down in the crossing and later their bodies were tied to a
tractor with ropes to be shown to the people around the city. This is one of the worst
examples of violence in Pakistan. There are hundreds of Punjabi movies in which
similar scenes of violence have been shown. The hero clubs his opponents to death.
The Punjabi movies Mola Jatt, wehshi Jatt, and Mola Jatt Te Noori Nat, are some
examples.
Though Pakistan is a developing third world country with its small agro -
economics, Sit possesses great technological potential and has emerged as a nuclear
power with sophisticated missile technology. Pakistan has been facing border threats
from its rival states. The increasing interference of India in Afghanistan, terrorism
activities on Pakistan border adjacent to Afghanistan, worsening condition of peace
and stability in Afghanistan could destabilize the region, especially Pakistan
(Ikramullah, 2012). It is confronted with extremely violent behaviour of certain
groups operating while claiming a state within a state.
7
Malik (2003) opines that sectarianism poses a threat to Pakistan‘s internal
security. Pakistan‘s internal security problem has been marred by the
religious/sectarian problem. The violence menace due to sectarianism has threatened
very existence of institutions and the country and is devastating for the country. As
injustice has increased in Pakistan‘s society, popularity of violent Punjabi movies has
grown rapidly. This situation has put its survival at stake. This phenomenon can put
the whole South Asia in trouble and consequently the global community may suffer if
it becomes further extremist in nature and if these groups begin to export the violence
to the neighboring countries by developing links with extremist groups across the
borders. Hence, there is dire need to understand the drives and stimuli behind their
behavioural change so that the issue could be addressed before it becomes a problem
for the whole region.
Pakistan suffered a financial loss of Rs.2080 billion by February 2008 during
war against terrorism besides heavy losses of countless lives. The violent behaviour
of the people has surfaced due to aggressive style of life (Dawn, 2008, February 22).
Certain socio-economic factors like poverty, unemployment and illiteracy play
a significant role in shaping up an individuals‘ behaviour. Researcher conducted a
survey of 5 prison houses while working as Public Relations Officer to Minister Law,
Punjab Province in 1997 and found that 6 out of 10 criminal involved in major
offences like murder, kidnapping, and had one thing in common: they all were used to
watching violence-filled Punjabi movies and would imagine the most violent
characters their ideal hero. This short study aroused the curiosity in the researcher
to find out whether there was any relationship between exposure to Punjabi movies
and change in behaviour of the youths in Pakistan.
Crime Investigation Agency Lahore arrested five members of Bhola Don
8
dacoit gang involved in more than one hundred counts of street crime. The modus
operandi of the gang was first shoot, then loot. The gang members, during
investigation, revealed that they were greatly inspired by the hero of violent movies
and liked mimicking their favorite hero while committing a crime on the street. The
ring leader Bhola used to issue directions to his accomplices while emulating film
dialogues just like the hero of the movie (Nation, 2009, Feb 8).
The study would also help in exploring the link between the behavioural
change of youths of Pakistan and exposure to Punjabi movies in terms of less
exposure and more exposure. It will also suggest remedial steps that may help in
normalizing the rising violence-based criminal behaviour in the in the country.
Though, a strong body of evidences has been created by social scientists
indicating that exposure to media creates tribulations for the society, they could never
translate this evidence into a practical or accessible thought (Potter, 1999). The study
would provide practicable plan to address behavioural change among youths of
Pakistan.
What frustrates the media experts regarding the solution to media violence is
the lack of practical plans and they also accept that the problem is rising further.
Profit – driven media lords are promoting the violence at unprecedented pace. It is not
just a coincidence; events in everyday life have close resemblance with those
exhibited on screen. It is the financial incentive that drives the producers to select and
conceive a film (Trend, 2007).
The study in hand would not only recommend practical plans to overcome
this problem of behavioural change that may be due to the impact of violent Punjabi
movies but also evaluate the gravity of the issue which would, consequently,
envision the film producers to provide better entertainment with a focus on
9
reformation of Pakistani society which already has tendency towards terrorism due
poverty, social injustice and economic inequalities that exist between the elite and the
poor class.
The present study would also give the people an insight into the impact of
Punjabi movies on the behaviour of the youths. It would also provide guideline to the
public policy makers of the cultural industry and movies producers to develop
implementable ethics in their profession. The study also provides the public policy
makers the real picture of the impact of Punjabi movies on society.
1.4 Research Questions
The purpose to conduct study in hand was to answer the following questions:
1. A) Do the Punjabi movies develop Emotional Effects (Moral panic, temporal
volatility, aggressive behaviour, emotional actions) in youths‘ behaviour?
B) Do the Punjabi movies develop Psychological Effects (Mental illness, Psychiatric
Disorder, Unjustified actions, back masking effect) in youths‘ behaviour?
C) Do the Punjabi movies develop Anti-Societal Effects (Anti-social behaviour,
Criminal Nature, Law Violence, Domestic violence) in youths‘ behaviour?
D) Do the Punjabi movies promote Cultivation Effects (Cultivation effects, Copycat
behaviour, Actions against injustice) in youths‘ behaviour?
2. Is the degree of violence in Punjabi movie-viewers and non-viewers the same?
3- Do the youths with more exposure to Punjabi movies and those with less exposure
show different level of violence in their behaviour?
4. A) Do the movies develop the violent behaviour in male and female youths
differently?
B) Do the different age groups of the youths attain different level of violence when
exposed to the Punjabi movies?
10
C) Do the educated and illiterate youths develop the same violent behaviour when
exposed to Punjabi movies?
D) Do the youths with different occupations get violent differently by watching
Punjabi movies?
E) Does the level of education of the youths‘ parents impede the developing of the
violent behaviour when the youths exposed to the Punjabi movies?
F) Do the Punjabi movies develop violent behaviour differently in the term of
occupations of the parents of the youth?
G) Do the Punjabi movies develop violent behaviour equally among the rich and the
poor youths?
5. Do the Violent Punjabi movies exercise the same impact on the behaviour of
youths when watched at different channels?
1.5 Hypotheses
The following research hypotheses were formulated in order to assess the objectives
1. If the youth are exposed to the Punjabi movies, they develop violent behaviour.
2. The Punjabi movie watchers and non-watchers exhibit the same level of violence.
3. There is great difference in the behaviour of those who are exposed to violence-
saturated Punjabi movies for a long time and those exposed for a short time.
4. The cumulative effect of Punjabi movies in developing violent behaviour
among male and female youth is equal as a result of exposure to the Punjabi
movies.
5. The impact of Punjabi movies in developing violent behaviour among youths
depends on the channel used for viewing the movies.
6. The collective impact of Punjabi movies in developing violent behaviour among
youths depends on their age groups.
11
7. Movies exercise the same collective effect in developing violent behaviour of the
youth groups regardless of their educational level.
8. The Punjabi movies have the same violent effects on the youths‘ behaviour
whatever occupation they possess
9. Punjabi Movies exercise the same cumulative impact in developing violent
behaviour of the youths regardless of the level of their parent‘s education.
10. The cumulative impact of Punjabi movies in developing violent behaviour
of the youths is not dependent on the occupation of the parents of the youths.
11. The collective impact of Punjabi movies in developing violent behaviour among
youths with high and low economic status is equal.
1.6 Definitions of the Terms Used
1.6.1 Youth
The United Nations (1985) defines youths as individuals between the ages of
15 and 24 years, without prejudice to other definitions by Member States. This
definition was conceived during preparations for the International Youth Year 1985.
1.6.2 Behaviour
Behaviour has been defined as the actions or reactions of a person or animal in
response to external or internal stimuli. (Dictionary of the English Language, 2009)
It refers to the actions or reactions of an object or organism, usually in relation
to the environment. ―The way in which a person, organism, or a group responds to a
specific set of conditions‖ (Encarta, 1983-2008)
Behaviour has four senses: firstly, it is the action or reaction of something as a
machine or substance, under circumstances. Secondly, in terms of behavioural
attributes, the way a person behaves toward other people. Thirdly, in psychological
perspective behaviour is the aggregate of the responses or reactions or movements
12
made by an organism in a specific situation. Finally, it is manner of acting or
controlling oneself (Audio English dictionary, 2010).
1.6.3 Positive behaviour
―Behaviour that tends to satisfy the desires of the respondent is positive
behaviour‖, in other words ―actions that can be classified under the following
headings are customarily called positive: showing interest, agreeing, making balanced
criticisms, approving, showing affection, co-operating, protecting, praising,
understanding, and forgiving.' All these are alike in one respect: they take into account
the other fellow‘s wants and enhance his realization of them‖ (Geisel, 1944).
1.6.4 Negative behaviour
Negative behaviour refers to bad habit, action or reaction of an individual
incompatible with the norms, ethics, manners and traditions of a society and may not
be acceptable by other members under normal circumstances or condition (Suzanne,
2001).
1.6.5 Punjabi movie
It refers to a movie which is produced in Punjabi language. These include all
the movies produced, distributed and exhibited in cinemas or on cable television,
Digital Video Disc player or video cassette recorder, Play stations, computer or
internet.
1.6.6 Violence
Violence is an act of high excitement irrespective of being based on physical
or moral vehemence an impetuosity, force injury which is allowed to respect, force
Injury done to that which is allowed to esteem, respect, or execution; dissent; breach;
unfair force; anger; physical attack or ravishment (Brainy quote, 2010).
Potter states that violence refers to violation of a character‘s physical as well
13
as emotional well-being. It includes two vital elements – intentionality and damage –
presence of one of the two elements is necessary (as cited in Carter and Weaver,
2003)
1.6.7 Movie Impact Scale of Behaviour (MISB)
Scale developed to measure the movie impact on the different constructs of
positive and negative behaviour of the youth.
1.6.8 Mean scores
It refers to average scores collected by measuring the different constructs of
behaviour through the Scale.
1.6.9 Demographics
Demographic data or Demographics are the characteristics of human
population as used in opinion survey research. Beutler, Brown, Crothers, Brooker and
Seabrook (1996) define it as ―demographic variables–race versus ethnicity, age
versus maturity, and sex versus gender–and as a result, there has evolved a set of
psychological variables and terms whose use is designed as a way of eliminating the
biological bias that, paradoxically, has colored assessments of demographic
differences‖(p.13).
1.6.10 Economic status
It is an indicator that a person is or is not economically disadvantaged based
on his or her household income (Department of Public Instruction, 2010). ―Income is
the sum of all the interests, wages, profits, salaries, rents, payments, and other forms
of earnings received over a stipulated time period‖ (Case & Fair, 2007, p. 54).
14
Chapter II
LITERATURE REVIEW
The literature review examines and synthesizes the relevant literature on the
subject under hand. In this chapter a comprehensive review of the relevant literature
has been made. For this purpose, the literature has provided the conceptual
dimensions of movie production in Pakistan. The trends in Pakistani film industry
kept on changing from time to time.
Gazdar (1997) describes Pakistani cinema history and evolution from rise to
its fall on the bases of six time spans.
A. Era of the movie industry in Pakistan
a. 1947-56 (a period of Endurance)
b. 1957-66 (a decade of reformation)
c. 1967-76 (a decade of change)
d. 1977-1986 (a decade of decadence)
e. 1987-1996 (a decade of revivalism)
f. 1997-2010 (contemporary period and future)
B. Definitions of Violence in Movies
a. History of violence in movies
b. Violence in Punjabi movies
C. Definitions of Violence
a. Domestic violence
b. Intimate partner violence
c. Intimate terrorism
d. Emotional violence
e. Family violence
15
D. Violence in Pakistan
a. Increased crime in Pakistan
b. Domestic violence in Pakistan
E. Reasons for Violence
a. Injustice
b. Culture
c. Regional differences
d. Emotional state
e. Temperature
f. Gender
Pakistan is one of the top ten movie-producing countries of the world with an
average production of 80 films yearly (Gazdar, 1997). These movies are based on
action, romance, social issues, fantasy, and violence.
1947-56 (a period of Endurance)
After partition, Pakistani film industry faced many hardships and lack of
funding was one of them. Gazdar (1997) argues that struggling Pakistani film industry
produced its first feature film Teri Yaad in 1948. It was followed by Do Ansoo and
Sassi. The period from 1947-1956 is known as period of endurance. It introduced
great writers, artists, and script writers to the nascent film industry of Pakistan.
1957- 66 (a decade of reformation)
1957 to 1966 has been termed as a decade of reformation in the history of
Pakistani film industry. It introduced diverse subjects and brought certain names to
the lime light who, later on, became heroes. However, the overall temperament of the
movies remained anti-colonist.
16
1967-76 (a decade of change)
The time span from 1967 to 1976 was a decade of change in the film industry
of Pakistan. In 1970s, Pakistan‘s film industry introduced a new hero ―Sultan Rahi‖
who later came out to be a legendary figure for the industry. He was introduced as a
furious hero in violent Punjabi movies.
In 1972 Aslam Dar produced Bashira which proved to be the turning point of
Rahi‘s career. The film introduced him as the dacoit protégé of a big landlord. The
master uses him to commit all sorts of criminal acts in return for protection from the
police. This has been a common feature of real life crime in rural areas of Pakistan.
The film reaches the climax when the hero kidnaps his own sister unknowingly for
lustful desires of the landlord. His masterful rendition of the scene where he stabs the
landlord several times brought tremendous applauses from rural audience who, in real
life, endured a similar predicament but were afraid to do what Rahi did for them in
the film (Gazdar, 1997, PP.133).
Bashira shifted the film trends from romantic to violent so that the movie
could satisfy the psychological needs of the oppressed labour class that was subjected
by the corrupt and cruel feudal lords. People were mentally ready to rebel against
their masters but they were not physically willing to take a step.
Moula Jat was the first movie which ingrained the legendry personality of
Sultan Rahi in the psychology of the oppressed and frustrated people who were the
victims of the feudal masters and political obdurate of the country. It was ever first
movie that introduced extreme violence in the film industry. It was produced by
Sarwar Bhatti in February1979 during martial law administrator General Muhammad
Zial-ul-Haq‗s regime and was the biggest box-office hit in the history of Pakistani
cinema. During late1970s, movies showing rape scenes and dances in rain dominated
17
the cinema houses. The cinema market had been captured by violence-based trend by
film M aula Jatt and serious theme movies proved complete failure (Goreja, 2006).
1977-1986 a decade of decadence
The period between 1977 and 1986 has been taken as a decade of decadence of
the film industry. During this period, male and female were forced to wear Shalwar
kameez waer Duppta and they bound to keep certain distance while performing in
film (The days when Lahore meant cinema, 2010).This period proves catastrophic for
already struggling Pakistani film industry.
1987-1996 (a decade of revivalism)
The next decade from 1987 to 1996 is termed a period of struggle for the
revival of film industry as an analysis of total number of Urdu films produced over
the three-year-period show that it jumped from 18% to 38% whereas production of
Punjabi movies decreased from 26% to 17% during the same period of time (Gazdar,
1997).
1997-2010 (contemporary period and future)
From 1998 to 2010, although Punjabi movies continued declining in standard
because of many reasons like use of old fashioned technology, stereotyped and
meaningless stories, substandard plots, and budgetary constraints, they still continued
the production with a good number of viewership. Pakistani film producers tried to
make thematic and serious movies during this period but there is still a long way to
bring back the golden period of Pakistan‘s film industry.
Maula Jatt brought about a definitive turning point in the history of Punjabi
movies. It was a so violent movie that Government of Pakistan had to ban its
exhibition. Bhatti, producer, obtained stay orders from Lahore High Court against the
decision of the government. Although the movie continued its exhibition during the
18
stay for only two and a half years and was removed immediately from all cinemas up
on the dismissal of the stay orders by the court, it did a record business. It expelled
Urdu movies from Punjab. Urdu movies were considered preachers of peace,
harmony and were usually based on social issues. The replacement of moderate Urdu
movies with violent Punjabi movies was a great cultural setback for Punjab. Later,
Martial law Government of General Zia-ul-Haq banned about 400 movies assuming
that they could promote violence, hatred or vulgarity and the producers were deprived
of the right to appeal in the court of law (Goreja, 2006).
The success of Maula Jatt influenced the producers to invest money in
violent films like Wehshi gujjar which portrayed the notorious criminals as heroes
(Goreja, 2006 p.74). Sadly, this trend opened up a Pandora‘s box of violence-based
production. Later, a number of movies were produced after the names of notorious
murderers, criminals, and proclaimed offenders. After his brilliant performance in
films Taxi Driver and Babu Sultan Rahi was always given central roles wicked and
high profile criminals who were represented as hero by the producers (Goreja, 2000).
Gunter (1994) while giving the history of media violence noted the earliest
research on media violence and its impact started in 1920s in America when film
industry was considered the major mass entertainment source. Mass media are
continuously shaping and reshaping social realities with the applications of
sophisticated technology and dramatic techniques of presentations and during1920s,
the childhood period of TV, it was considered that rise in crime is due to violent TV
programming.
Types of media violence
The media violence is very debatable issue and requires considerable
attention. The violence shown in different media programmes motivate people to
19
commit violent acts.
National Television Study (1998) identified four types of violent
representations which let the individuals miscalculate the gravity of actual human
violence. First type of representation is of unpunished violence in which a villain goes
either unpunished or punished at the end of a program or movie. This type of violence
does not warn the movie viewer so the fact that violence is not good and people need
to avoid it. The second type is painless violence in which victim of violence is not
showing pain. It conveys a clear message that violence does not cause pain, injury or
death.
The third type of representation is happy violence in which characters of a
cartoon series, film, or game continuously hurt each other in order to create humor. It
leads to desensitization and shows that violence is nothing else but a fun. Fourth type
is heroic violence committed by positive role models. This type of violence
encourages viewers to copycat violent behaviour in real life. A hero of a movie might
commit an act of extreme violence in order to protect a helpless or poor person and be
awarded at the end for his violent act in the form of appreciation, admiration or prize.
Definition of violence
There is no single definition of violence and it varies from person to person.
Federman (1997), in The National Television violence Study, notes that the most
serious feature for a research to be conducted on television violence is to define
violence that is in use to identify the acts categorized as violent. He maintains that
there is no even a single definition on violence in the research literature that may be
universally acceptable. His definition of violence comprises three segments (1)
believable intimidation of violence (2) acts of violence based on behaviour (3)
portrayal of dangerous consequences of violence.
20
As defined by Potter (1999), violence as an infringement of either physical or
emotional well-being of a character. The concept revolves around two basic factors,
intention and damage, out of which the presence of one is essential. Violent Punjabi
movies contain almost all these elements in abundance as people got used to watching
just violent movies for the sake of their psychological satisfaction. The heroes of such
Punjabi movies become source of their satisfaction because they take revenge of the
unjust acts done to them by those who are powerful.
Types of violence
Graphic violence usually includes any vivid and uncensored representation of
acts of violence, murder, and attack with a lethal weapon, serious accidents resulting
in several deaths or severe grievances, suicide, stabbing and torture. In all these
forms, violence and the injury inflicted upon a person are explicit. In order to jack up
the sense of reality, suitable realistic elements like blood effects or weapons are
included in fictional representations. Graphic violence stimulates emotions, ranging
from sexual incitement to utter repulsion and terror. One of the factors, taken into
consideration while rating a movie or television shows, is the degree of graphic
violence portrayed in it (Mahood, 2006).
Domestic violence refers to spousal abuse. In other words, abuse of intimate
partner or domestic abuse and is defined as odd behaviour adopted by any one of the
partners of the marriage, dating, family, friends or cohabitation relationship.
Moreover, Domestic violence has different forms including physical aggression or
threats, sexual or emotional abuse, controlling or domineering, intimidation, stalking,
covert abuse or economic deprivation (Shipway, 2004).
For the first time, the expression "domestic violence" was used in modern
contextual meanings in 1977. Several studies have concluded that women are the
21
major victims of domestic violence, and that rate of suffering an assault is higher in
women (Straus, 2006). Domestic violence in the United States has been a serious
concern for over 32 million people. More men do not disclose the identity of their
attacker than women (Tjaden & Thoennes, 2000). Robertson & Murachver (2009)
noted that a recent study conducted showed that male demonstrate greater recognition
for abuse committed by female.
Wallace (2004) defined family violence as a broader term which includes
elder abuse, child abuse, or other type of violence among members of the family.
Some types of domestic abuse may lead a victim to mental illness, self-infliction, or
even attempt to commit suicide (Shipway, 2004).
According to American office concerning violence against women, domestic
violence may be defined as a "pattern of abusive behaviour in any relationship that is
used by one partner to gain or maintain power and control over another intimate
partner". It "can happen to anyone regardless of their demographics i.e. race, age,
religion, or gender", and can take many forms, including physical abuse, sexual
abuse, emotional, economic, and psychological abuse. Spousal abuse refers to
emotional, physical, sexual, financial or economic abuse. Abuser can be either
husband or wife (US Department of Justice, 2007).
Some of the theories concerned with the causes of domestic violence
including psychological theories take into account personality traits and cognitive
characteristics of an individual, while social theory upholds external stimuli and
environment that plays an important role in developing a person‘s behaviour. Abusive
experience during childhood leads people to develop violent behaviour when they
grow up as adults. Some studies have shown enough occurrence of psychopathy in
abusers (Hamberger & Hastings, 1986, 1991; Hart, Dutton, & Newloves, 1993).
22
It was reported that there were types of intimate partner violence as common
couple violence and situational couple violence. Intimate partner violence also
includes violence between a couple of gays or a couple of lesbians and by a woman
against her partner (Renzetti & Miley, 1996).
Intimate terrorism, based on psychological and emotional abuse, rises with the
passage of time, and may cause serious injury (Johnson, Michael, Kathleen & Ferraro,
2000).
Intimate Terrorism batterers have been divided into two categories i.e.
generally-violent-anti-social having tendencies of violence and psychopathic state of
mind, and dysphonic-border line that depend emotionally on the relationship between
the two partners. Violent resistance, also called self-defense, is a violence committed
by a woman against her abusive husband or spouse. Mutual violent control is a type
of intimate partner violence that appears when both life partners commit violence on
each other in order to gain control over each other (Jacobson, & Gottman1998;
Hamberger, Lohr, Bonge & Tolin, 1996; Holtzworth-Munroe & Stuart, 1994).
Emotional abuse means to humiliate overtly or covertly, embarrass, isolate,
black mailer deprives the person of economic rights and requirements. Those who
suffer from emotional abuse show signs of depression that may lure them to excessive
use of drugs or alcohol or even commit suicide (Hattendorf &Tollerud, 1997)
Violence in Pakistan
The situation of violence in Pakistan is going from bad to worse with the
passage of time. Paktribune (2007) reported the alarming situation of violence in
Pakistan and helplessness of the law enforcing agencies during the year 2006. The
data shows that there were 59, 189 proclaimed offenders involved in major crimes
and police have arrested only 7948 proclaimed offenders during year 2006. Hence,
23
59000 proclaimed offenders are still at large and operating in society. Punjab owns
the largest share of 25,991 proclaimed offenders. Whereas their number in the
province of Sindh, NWFP, Balochistan, federal capital, northern areas and Azad
Jammu and Kashmeeris18373, 9514, 2659, 1777, 446 and 429 respectively.
Encounters with police in 2005 were 1009 which rose to 1535 during a period of 12
months with life loss of 102 police officers. Police killed 366 outlaws and arrested
6,360.
Crime Rate in Pakistan
Although billions of rupees have been spent on policing, prosecution, and
courts to secure the lives and properties of Pakistani people from 2000 to 2009, the
crime rate throughout the country increased by almost 50%. In Sindh Province and
federal capital Islamabad, the rate of crime has risen 105% and 112% respectively.
During the same time span, crime rate in Punjab, Balochistan and NWFP has risen by
46%, 47% and 24% respectively. In Punjab province, the reported crime figure in
1999 was 2,63,490 which rose to 3,44,561 in 2007 and reached 3,83,383 in 2009
(Abbasi, 2010).
Zia (2007) reports that incident of domestic violence are increasing along with
rape cases. Domestic violence has dramatically gone to the top of all crimes in
Punjab. Violence against women includes family dispute, abduction, rapes, addicted
husband‘s beating to wife and honor killings. Incidents of acids throwing on their
faces are also rising in Punjab where 80 women received acid burns during 2006.
Most of these women received acids sprinkle because they refused to develop illicit
relations or have sex with the perpetrators. A horrible incident took place on 14th
March 2006 in Sabzazar town of Lahore when a six year old student of grade two was
butchered after she was gang raped by unknown criminals. Similarly, a woman was
24
stabbed to death and then her body was set on fire in Lahore in January 2007. The
official figures show that during 2006, total 982 women were killed in the Punjab out
of which 340 incidents took place in the city of Lahore only. Anderson and
Huesmann (2003) define human aggression as behaviour directed towards another
individual carried out with the proximate intent to cause harm.
Aggression
Types of aggression
Aggression refers to any form of intended action with an outcome of harming
or giving pain to other living beings of the same species. Aggressive behaviour can be
divided into two major categories:
Both forms of aggression differ in psychological as well as physiological
terms. People with hostile aggression are impetuous, unplanned, explicit, or
uncontrolled. In addition, they possess lower intelligence quotients than those having
instrumental aggression as the later possess target-oriented, planned, covet or
controlled behavioural tendencies (Andreu, Manuel, Fujihara, Kohyama, & Ramirez,
1998; Anderson & Dill, 2000).
The injustice in Pakistani society is also source of promotion of violent attitude.
People like watching violent Punjabi movies in which hero clubs his rivals to death.
When people watch hero of Punjabi movies eliminating oppressors, this gives mental
satisfaction to oppressed people and, in this way, their anger and sense of deprivation
is addressed.
Culture is a vital human element that plays significant role in aggression. A
cross-cultural study has established differences in intercultural aggression levels.
American men show more tendencies of physical violence when compared with
Japanese or Spanish men (Andreuetal, 1998).
25
Aggressive behaviour may differ from region to region. When American
culture was studied, people living in southern areas were found more aggressive than
those living in northern areas when insulted (Bowdleetal, 1996). Male versus male
encounters are more common than male versus female encounters and it may affect
the degree of aggression present in them (Maestripieri, 1992).
Aggression is often enhanced due to soreness and anxiety. A number of
studies show that watching violence on media increases short term chances in viewers
(Aronson, Wilson, & Akert, 2005). In addition, alcohol damages the decision power
and makes a person dull and less vigilant (MacDonald et al, 1996). In the same way,
alcohol impairs the information processing way (Bushman1997; Bushman & Cooper,
1999). Moreover, Aggression is also triggered by certain other elements like weather
condition. Hot temperature counts a lot which has been proven in many researches as
in the middle of the civil rights movement was at the peak during hot summer days
than that of cool days of winter (Carlsmith & Anderson1979). Similarly, students
become more aggressive and bad tempered after taking examination in hot class
rooms (Andersonetal, 1996, Ruleetal, 1987). In the same ways, the car drivers without
air conditioning system in their cars become more aggressive than those having in
their cars (Kenrick & MacFarlane1986).
Another research concluded some different results of two groups collecting
donations over the phone. One group was informed that the people are often
generous. The 2nd
one was not informed about the generosity. It was concluded that
the group which was informed was more aggressive than the other the1stgroup
expected a lot from people and they could not meet their expectations. They got
aggressive due to failure (Kulik & Brown, 1979).
According to the theory of frustration, a person becomes aggressive when
26
he/she is stopped by someone from achieving a goal and aggravation is a big reason
of increasing aggression (Aronsonetal, 2005). Another point is that when the goal is
very close to a person, he/she becomes aggressive. When the people are waiting in
queue, the 2nd person becomes more aggressive than the 12th when somebody breaks
the queue or interrupts line (Harris 1974).
Presence of violent objects can also trigger aggressive behaviour. If we put
somebody at a place where the violent objects like a gun is present, when the person
becomes aggressive, he is likely to pick up the gun to harm somebody. Where there is
no such weapon available, there are less chances of aggression (Berkowitz, 1962).
Gender plays a significant role in human aggressive behaviour. Males are
considered to commit more physical aggression than female (Maccoby & Jacklin,
1974; Coie & Dodge, 1997). Likewise, murders are committed more by men than
women (Buss, 2005). In the liking manner, men have more trends of expressing their
aggression physically than women (Bjorkqvist et al, 2006). A recent study of these
ideas, within a house hold, shows different findings (Richardson, 1972). Bellona
Island study concluded that most of the women who wanted to kill any person
preferred to use in direct aggression either by convincing her paramour to get a
hireling in order to get the desired person assassinated. Both ways are based on
indirect aggression as women did not want to involve themselves directly into danger
(Maestripieri, 1992). Many experts opine that male have more expressive tendencies
of physical aggression than that of female. Female express their aggression non-
physically. In case, there is a change in environmental conditions that may influence a
person‘s mood, aggression based on relationship or sense of rejection in social life,
both genders show equal aggression (Archer, 2004; Card, Sawalani, Stucky & Little,
2008). The discussion contuses whether men or women are more abusive, whether
27
women‘s abuse of men or men‘s abuse of women is typically more severe, and
whether abused men should be provided the same resources and shelters that exist for
women victims (Dutton & Nicholls, 2005). However, Carney, Buttell, and Dutton
(2007) stated that the levels of Intimate Partner violence among men and women are
often comparable. Kimmel in his study observed that women are less violent than
men inside and outside of the home. Another study shows a higher level of
recognition of aggression by women against men (Kimmel as cited in Straus, 2006).
A California State University Psychologist compiled bibliography of research on
spousal abuse by women against men. The bibliography viewed 155 investigational
reports: 126 empirical studies and 29 based on reviews and analyses, which show that
women are physically more aggressive than men in their relationships with their
spouses. It has been concluded in some studies that men commit more serious acts of
violence than women. Violence by men is more damaging than by women (Fiebert as
cited in Dinaand Jennifer, 1994).
The frequency of acts of violence does not hold so much importance as the
effect of the violent act and its function. The objective of battering whether it is from
man to woman or vice versa is to hold in control and threaten. It is not just to slash
(Jacob son & Gottman, 1998).
Convergence of multiple behaviour pattern and suddenly occurring factors
lead to severely aggressive behaviour (Huesmann, et al 2006). Some researchers have
a candid opinion that aggression is due to biological or genetic reasons only (Hare,
1993). Whereas, others describe aggression in terms of principles of evolutionary
psychology (Buss, 2005).
The physical aggression in children is at its peak when their age ranges
between 2 to 3 years but it goes down with the passage of time (National Institute of
28
Child Health & Human Development Early Child Care Research Network, 2004).
Due to the traumatic experiences, parents intend to protect their children from
the traumatized situation. It is theorized that exposure of media violence and
excitation transfer of the viewer‘s causes the acquisition and elaboration of aggressive
scripts, aggressive interpretational schemas, aggressive beliefs about the world and
social behaviour, and desensitization to violent stimuli in the long term (Anderson et
al,2003).
But the difference of media influence inconsistently existed as depicted in the
various studies. Consecutive exposure to media violence helps uphold aggressive
thoughts, views and behaviours (McQuail, 1992). It is also maintained that cognitive
map of viewers develop from the violence exposed in the mass media (Wartella,
Olivarez & Jennings, 2002).Boyatzis, Matillo & Nesbit (as cited in Gunter &
McAleer, 1997) reported that individuals become more aggressive during their play
after watching a well-liked series of events. They display aggressive acts after
watching a violence-saturated programme and make an effort to act some scenes from
the programme, if they are taking the role of the hero while taking a gun in hand
because it feels comfortable to come to blows against rivals. Some other researchers
also reported that aggression is not just because of aggressive and violent
representation displayed by media. The exposure of aggression in the media does not
mean to hurt or injure others. Children jointly enjoy such scenes and act for
amusement of the viewers. Some researchers agree that such type of research does not
support the relationship of media and violence but it is the development of just
aggressive social scripts.
Flew & Humphreys (2005) view that it is not easy to say that media violence
causes aggression. Media violence was observed in different studies including
29
experimental studies, laboratory experiments, co-relational studies, and longitudinal
studies. But some researchers criticize the laboratory settings saying that it does not
take place in natural and free settings. They describe some faults observed in adopting
the methodologies. The researcher thinks that Punjabi violent movies promote
violence among Pakistani youths. The cultivation theory argues that exposure to
violent content leads to violent attitude and beliefs.
2.1 Theoretical Framework
The theoretical inspiration for the present study lies in two communication
theories, Cultivation Theory and Social Learning Theory. The theories provided
strong theoretical framework to study the link that could possibly exist between
viewing habits of Punjabi movies and violent behaviour of the youth. These theories
provide information about the potential effects of televised and cinematic movies on
viewers. Cultivation Theory provides the effect of long term exposure to movies.
Cultivation theory states that media [television] cultivates reality which differs
from real world. ―This theory consists of two core premises: that the world of
television differs significantly from reality (e.g., greater affluence, higher crime) and
that this distortion influences the beliefs of viewers (e.g., they think wealth and crime
are common‖ (Shrum, Burroughs and Rindfleisch, 2005). The cultivation theory
examines the long term consequences of [television] movies. The movies cultivate
reality in human beings which is different from real world and context. The
cultivation theory has been widely used in mass communication and television effects
on people. A study conducted by Bryant and Miron (2004), which surveyed almost
2,000 articles published in the three top mass communication journals since 1956,
found that Cultivation Analysis was the third most frequently utilized theory, and it
still continues to be one of the most popular theories in mass communication research.
30
Gerbner (1994) found that long term exposure to violent television contents have a
propensity to cultivate the imagery of a comparatively dangerous and mean world.
Cultivation theory maintained that people are engrossed in the cultural environment
produced by the media and cannot break away its cultivating influence (e.g., Gerbner,
1969; Gerbner & Gross, 1976; Gerbner, Gross, Morgan, & Signorielli, 1980). A
message in a movie can affect a person in many ways. The messages may vary from
one individual to another; perception of a media message is affected by the level of
knowledge, common field of experience and the background and the viewing context
of the person. The true effect of media violence is the belief that our world is an
unsafe place where heroes and villains exist in the same way as they do in movies and
George Gerbner has termed this condition―mean world syndrome. Many movies
teach us that we need to use force or fight and that fighting is the only appropriate
solution to get what is needed in a specific situation. In this realm, media violence
really shapes up human thinking while working in the background of our
unconscious. It brings about lasting changes in our attitude and behaviour (Trend,
2007).The heavy viewers of television [violence in movies] perceive this world to be
mean place for living due to heavy dose of violence and crimes. ―The cultivation
[hypothesis] analysis is perhaps best known for its research on violence and fear,
postulating that the lessons of television violence and especially the patterns of
victimization, are, fear, intimidation, and a sense of vulnerability‖ (Signorelli, 2005).
The cultivation hypothesis theorists contend that cultivation is an effect resulting from
a person‘s total exposure to television movies (James & Chin, 1990).
Social learning theory also known as social cognitive theory of
communication provides a conceptual framework to examine the influence of movies
and change in human behaviour. Social cognitive theory particularly its vicarious
31
dimension would provide a conceptual frame work to examine the movie effects on
human thoughts and actions. Social Cognitive Theory (SCT) started as the Social
Learning Theory (SLT) in 1960s by Albert Bandura. It developed into the SCT in
1986 and posits that learning occurs in a social context with a dynamic and reciprocal
interaction of the person, environment, and behaviour. This theory argues that
learning is a complex process.
Source: http://sph.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-
Models5.html
Bandura (1986a) states that human behaviour in terms of one-sided
determinism, a unidirectional causation in which it is believed that either environment
or internal disposition controls and shapes up human behaviour.
Bandura (1986) while describing vicarious ability of human behaviour says
that a single model in observational learning can pass on new aspects of thought and
behaviour simultaneously to a wide diversity of human beings with diverse locations.
Behaviour is often defined as a dynamic process that involves coordinated
operation of body parts directed by some internal mechanism either genetic or mental.
Its sources might include biological and environmental variables. A third source that
generates and controls human behaviour is the mind, Cheney (as cited in Ishaq, 1991).
Most external influences affect behaviour through cognitive processes.
Cognitive variables play partial role in selecting observable events with their
meanings, their effects, emotional impact and motivational power they can exercise
32
for organizing the communicated information for future is tic application, Bandura (as
cited in Bryant and Zillman,1994).
Organisms can generate new behaviours; they can bring about change in their
biological behaviour or can eliminate behaviour permanently through events beyond
the genetic material through generic adaptability (Steinand Belluzzi, 1988).
After about four decades of well-documented study, it was proved that
external events and stimuli from outside an organism‘s biological make up governed
the behaviour of an individual Wyatt, Hawkins, and Davis (as cited in Ishaq, 1991).
The theories of behavioural change concentrate on those variables that cause
this phenomenon. Major theories concerned with change in behaviour include
learning theories, Social Cognitive Theory, Reasoned Action Theory, and Planned
action Theory (Ajzen, 1985).
Learning theories state that simple behaviours with the passage of time are
modified to shift into complex ones. The concepts of Imitation (copying others‘
Behaviour by observing it), and Reinforcement (strengthening it by repeating it) are
considered critical aspects of the behavioural change theories (Skinner, 1953).
The Social Learning theory, specifies major elements i.e., environment,
cognitive, and personal traits which play important role in changing an individual‘s
behaviour (Bandura, 1989).
Theory of Reasoned Action states that intention is the key factor in
understanding behavioural change and a person understands consequences of his
behaviour before he goes to perform an action. Intention is the outcome of negative
and positive behaviour and behavioural change. The extension of Theory of Reasoned
Action by Leek Ajzen brought forth the Theory of Planned Behavior which states that
actual behavioural performance is directly proportional to the strength of intention of
33
an individual (Ajzen,1985).
Trans-theoretical model consists of the following five stages a) - pre-
contemplation, b) - contemplation, c) - preparation, d) - action, and e) - maintenance.
In Pre-contemplation stage an individual has no idea of change in behaviour. In
Contemplation stage, the individual has an urge to bring about a change in behaviour.
In Preparation stage, the individual prepares for change over a period of time. In
Action stage, the individual starts exhibiting new behaviour. In final stage,
Maintenance requires maintenance of the new behaviour for almost 6 months (Family
Health International, 2002).
A model for the behavioural modification and utilization of the media is
closely associated with the duration of exposure to media violence and its short and
long term effects. In short terms, it is exposure of the media violence that enhances
arousal, prepares scripts aggression as well as cognitions, and triggers the inner of an
individual to imitate the same behaviour by itself. Media role in violence is very
active. ―As Gerbner and his colleagues contended that heavy exposure to
predominately violent fare of prime time television results in greater perceived
incidence of ―real world‖ violence, it can be assumed that heavy exposure to any
systematically distorted views of the world will result in similarly distorted viewer
perceptions‖(Buerkel-Rothfuss & Mayes, 1981, p. 108).
It is more suspected that media violence exposure to the children may lead the
young children to the risk of behavioural and emotional problems in their life
(Schechter, Gross, Willheim, McCaw, Turner, Myers, Zeanah & Gleason, 2009).
Within these studies, some measures are statistically significant whereas
others are not or the results may vary between groups of participants making
interpretation difficult and often subjected to the individual who is interpreting the
34
findings-people advocating a causal link versus skeptics of a causal link. Behaviour
change is a pattern and process based on reasons and it varies from one individual to
another. During the last quarter of the 20th
century, different studies, based on theories
and models, were published in order to explain the phenomenon of changes in
behaviour. These theories and trans-theoretical models further explain the
circumstances persisting around the individual bringing about changes and different
actions with diversified features establishing issues involved in behavioural changes.
It has been claimed by few researchers that media is the main cause of
aggressive behaviour. There is, however, concern among some media experts that
communication researchers might have been presenting effects by exaggerating them
(Ferguson & Kilburn, 2009; Pinker, 2002; Freedman, 2002).
Strong emotions can have deeper impact by leaving long term impressions
that change our psychological conditions and remind us our memory. On this basis,
movies can be taken seriously if they have something to do with the emotions of the
audience. In all academic studies regarding film interpretations, meanings and
comprehension the fact which is forgotten is pleasurable experience that majority of
the movie Watchers look for. This pleasure is associated with saturated effects.
Viewers, for the sake of experience, invest money, time and energy in exchange of
being fascinated or titillated and at the end expect pleasure. In short term, the power
of a movie lies in the moving effect of emotions and feelings. In long term, the
experiences might touch the memories of the viewers and become templates for
thoughts, actions, and behaviours. It would be safe to say that movies affect human
feelings (Dickey, 2009).
Pinker (2002) while describing the methodological and theoretical flaws of the
correlation studies demonstrates that the exposure of media violence has something to
35
do with aggressive behaviour but not often with severe violent criminal behaviour.
The findings of a longitudinal research have not established a correlation
between early exposure to media violence with later aggressiveness beyond what is
predicted early aggressiveness alone (Huesmann & Miller, 1994; Huesmann, Moise,
& Podolski, 1997; Johnson, et al., 2002, Huesmann & Taylor, 2003).
The term―moral panic was used for the first time by Young while responding
to the drug adopters in the area of Noting Hill. Moral panic refers to the intensity of
feelings expressed about a particular issue that apparently seems threatening to the
social order (Jones & Jones, 1999).
A moral panic usually takes place whenever a specific condition, a person, an
episode or a group of persons appears to be a threat to the societal values, norms or
interests that prevail in that society (Cohen,1972).
Media as agent of change and moral indignation can generate concern, panic
restlessness, and anxiety, even by presenting simple social facts (Cohen, 1972, p.16).
Media of mass entertainment particularly movies set trends for the society in which
they are operative or portray those trends which outstand in a social setup. Both ways
they try to create concerns for those who can follow the track as well as for those who
do not. It leads them to panic that causes restlessness and anxiety. Sometimes, media
brings to lime light very simple facts but they come out to be sensational for those
who are well-aware of the consequences of it.
American sociologists assert that moral panic involves psychological factors
while British consider it as crises of capitalism (Thompson as cited in Critcher, 2006).
Goode and Ben-Yehuda enumerate five salient features of moral panic: a)-
concern, b)-hostility, c)-consensus, d)-disproportionality, and e)-volatility. Concern
arises when there is a negative impact of the behaviour of a person or a group on
36
society or another group of society. Concern leads to hostility towards the group and
division between" them" and "us" can clearly be seen. A consensus arises to counter
the negative behaviour of the accused group. Reaction is not in equal proportion to
the actual intimidation reposed by the group (Ben-Yehuda & Goode, 1994).
Stranger danger has been an example of moral panics in Great Britain and the
United States during 1990s and 2000s. The term was used for high-profile crime cases
relating to murder and child abduction (Victor, 1993).
Backward masking, a psycho acoustics term, refers to some temporal masking
of quiet sounds followed by louder sounds. In another discipline, cognitive
psychology, the phenomenon refers to visual stimuli. In this case, a masking stimulus
follows a target stimulus (Kuzma, 2005). If a masking stimulus appears be for a target
stimulus, it is called forward masking (Cohen, 1972).
When hysterical symptoms like sudden fear, terror or shock happens to appear
in more than one person, the phenomena are called mass hysteria or collective
hysteria (Kuzma, 2005). Mass hysteria appears when a person becomes hysterically
under stress (Jones & Jones.1999).When one individual reflects hysterical symptoms,
other individuals begin to show similar symptoms, i.e. muscular weakness, backache,
nausea, headache or fits (Thompson as cited in Critcher, 2006).
Scape-goating is an act of singling out a child, an employee, a member of the
family, an individual from a group of peers to blame or to treat him/ her negatively
without any criterion (Jones & Jones, 1999).
Nauert & Grohol (2008) detailing herd behaviour, state that they may have
found why human flocks like sheep and birds subconsciously following a minority of
individuals. They discover that it takes a minority of just five percent to influence a
crowd‘s direction –and that the other 95 percent follow without realizing it.
37
The heroes of the Punjabi movies, though they are in minority, they are
followed by majority in real life situation. They change the trends of the society and
their taste. The violence portrayed in these movies makes people realize that this
world is violent and the only solution to their deprivations is violent attitude in real
life. The violent scenes shown in Punjabi movies cause the mental relaxation of the
downtrodden and oppressed (Villainous movie, 2002).
The critics of films who analyze violence-saturated movies and want to please
the movie watchers can aesthetically be divided in two categories. Those who believe
that representation of violent images in movies is apparent and unfair, view that the
violence can desensitize the viewers to brutalities, hence lead to increasing their
aggression. Contrary to it, those who consider violence just a content or theme of a
movie believe that depiction of violence leads to catharsis which lets out anti-social
impulses. He argues that the directors are deviating from the set realistic standards of
cinematography by rushed and awkward editing so that they could spectacularize the
scenes to be shown on the screen. They use certain techniques like canted framings,
shock cuts, and slow motion to enhance the impacts of gun-fires and bloody scenes
(Bruder, 1998). The critics who value aestheticization of violence support portrayal of
gory and shocking imagery on screen claiming that violence represented on cinema
screen is unreal and should not be confused with a real one. They take movie violence
as a fun, spectacle, dramatic metaphor, make-believe, or source of catharsis. They
view it as generic, real sensation and fantasy. It owns evolutionary history, codes, and
specific aesthetic use (Martin, 2000).
Living in a family may increase a person‘s tension and stresses. Financial
setback in a family may further augment this tension. It is not stress that always
creates violence; it may be one of the many factors adding to it. Families suffering
38
from poverty are more likely to have tendencies of domestic violence. According to
De Olarte & Llosa (1999), domestic violence normally exists in poor families. It
means, the poorer the family, the stronger the element of domestic violence may be.
When a person is unable to financially support his wife and subsequently loses
control over her, he may go for abuse or step down to crime to maintain his
masculinity (Seltzer, Judith, & Kalmuss 1988; Aneshensel, 1992; Jeweks, 2002). It
supports the argument that violent Punjabi movies exercise strong impact on a person
with limited financial resources and this ultimately gives rise to violence.
Social learning theory suggests that individuals learn through observation and
modeling while emulating others‘ behaviour. If a person observes violent behaviour,
he is likely to imitate it. If there are no consequences, the behaviour may continue the
same way. Hence, violence continues generation after generation in a cyclic way
(O'Leary, 2000).
Bandura, Ross, & Ross, (1963) while addressing the issue of imitation through
experimental research, observed that individuals are likely to learn anti-social
behaviour by observing favorite characters in violent television programming. They
noted that they young subjects were identifying themselves with the actors and their
actions, and were likely to imitate them under suitable circumstances.
Another experimental study found that exposure to violence-filled movie
could spark off signs of aggression among viewers (Berkowitz and Alioto, 1973;
Berkowitz, Corwin, and Heironimous, 1963; Berkowitz and Rawlings, 1963)
Berkowitz (1964) argued that media can provide the viewers with ideas that
they may translate into open behaviour. Justifiable mediated violence may offer the
angry audience justification to behave violently if they are faced with threatening
situation.
39
Berkowitz (1984), in another experimental study, analyzed that viewers‘
reactions are dependent upon certain elements like prior knowledge, social beliefs,
social values and the ideas activated by television contents as stimuli.
Barker (2001) notes that possible effect of violence-filled programming of
media is not false now; they range from scatter brained to the impish. Bandura (1994)
in a study of effects of aggression based TV programming, concluded that 73% acts
of aggression shown on TV go without any punishment.
Sproule (1986) observes the intensity of interaction between modern media of
mass contact and human life, and states that media touches each aspect of human
lives a tall levels in providing information and entertainment. Media influence our
sense of thinking, feeling, and our curiosity of knowledge.
Berkowitz (1962) notes that viewers may adopt aggressive behaviour after
being exposed to violent contents of a movie. If the viewers are already angry, the
response is more likely to take place.
Surgeon General Scientific Advisory Committee (1971) concludes that almost
all social scientists agree that attitudes, behaviors and values of an individual may be
influenced to some extent by observation all earning.
Biblo (1973) observed that the Individuals who have well developed creative
or fanaticizing aptitude are able to reduce anger that has been induced experimentally
while viewing a violent movie as compared to those who are weak in such abilities.
Bandura (1977) while exploring link between behavioural change and
exposure to violence-filled movies found that individuals can be encouraged to
behave in more aggressive manner if they are exposed to violence-saturated media
contents and its effect can be partially attributed to disinhibition and observational
learning through which individuals emulate the model‘s behaviors.
40
Bandura (1986c) found that if individuals watch real life aggression or a
movie of the same models, or violent cartoon characters, it all brings out emulative
and violent behaviour in them.
A report titled―Crime and motion pictures states that there is no melodrama
crime, an investigative story or a movie that deals with the life of a criminal to
explore the source of induce mentor motivation of criminal attitude. A great number
of psychological and medical observations do not show any link between witnessing
of movies and their impact on an individual‘s standard conduct (Simon, as cited in
Trend, 2007).
In a movie, when law enforcing staff uses violence against criminals, movie
viewers feel a degree of satisfaction because the violence is thought to be
indispensable and well-justified. Media studies show that a movie can convey many
kinds of messages at the same time that will be interpreted differently by different
audiences. The perception of the message by the receiver depends on level of
knowledge, type of experiences, the viewing context, and the background that an
individual brings to encounter the messages.
He argued that a small number of viewers will be motivated to emulate the
killers they watch on the screen, but they may take away from the movies something
even more problematic: an enhanced belief that the world is a violent place, that
aggression is a better way to solve problems, and they will imitate violent characters
and have a high regard for them (Trend, 2007).
Collective fear, a social construction, is motivated by pursuit of money and
continued by collective anxiety in this age of increasing in security. The real―effect
of movie violence creates what Gerbner (2002) calls the―mean world syndrome–the
idea that world is a dangerous place where forces of evil and good are constantly in a
41
clash where movie-style heroes and villains exist and where use of violence is
necessary to maintain our well-being. Modern movies tell us that we need to use
power, to fight, and that only way out to solve problems or to get our desired thing in
a situation is only fighting. This is where the media violence really brings about
change in people‘s way of thinking. It works in our background, in our minds. It
makes slight changes in our thought regarding the world and how we should behave.
But the effects of media violence are never absolute as many critically minded
viewers of movies believe that even the most regressive programme may show
positive contents (Trend, 2007).
Film industry claims that public demand for violent movies was driving the
market. The anti-violence advocates counter this claim saying entertainment industry
was promoting and creating dangerous entertainment for the consumers. It was
harming the producing end as well as people. The entertainment industry expertly
created desires for their products by advertising them to persuade people that violence
is natural and undamaging or amazing amusement. In fact, the industry was training
people to hate, hurt and murder. While criticizing ceaseless flow of violence in
entertainment industry, Trend describes that it is the profit-driven desire of corporate
investors, not norms or public taste that works as a stimulus behind the violent
imagery production (Trend, 2007).
Carter and weaver (2003) differ with the idea that real social violence is mainly
because of media violence. They consider it an intellectually inadequate position.
They, however, do not refute negative or positive effects of media violence. They
deem it unproductive to attempt to prove that portrayal of violence in movies directly
leads to violent actions in real life in terms of cause and effect chain.
Gitlin (as cited in Carterand Weaver 2003) enumerates mind-boggling inequality,
42
awful poverty, drug-saturated culture, and an easy access to guns as the inner most
sources of violence.
Jenkins (1999) argues that contents of the cultural industry products are not as
simple as the chemical agents that produce immediately predictable effects on those
who utilize them. They are complex bundles of information carrying often
contradictory meanings that may generate a vast range of diverse responses among
their consumers. Paik and Comstock (1994) provide two important points in media
and violence study. Firstly, if the measures of aggression become more practical, and
aggression becomes more rigorous, the strong association between watching media
and developing aggression weakens. Secondly, observing even theatrical aggression
exercises more consequences than viewing media aggression
Cantor (2000) holds that it is well established that media violence leads to higher
levels of anti-social behaviour. This means that Punjabi violent movies have negative
effect on the viewers in our society.
Gunter (1994) notes major issues which are regularly put up in public debate
regarding media violence. These include questions about level of violence exerted by
different media, the degree to which individuals may be exposed to violent contents
of a media, and possible level of the effects of media violence on the consumers.
Pervaiz (2010) reported that Vulgarity presented in Pakistani Punjabi films,
their stereotyped stories, caste-based titles, senseless poetry, pornography in the name
of dance, and representation of the wicked as role model, and the promotion of
extreme violence through Punjabi movies deserted the cinema houses in Pakistan.
People used to copycat the hair styles, foot wares, glasses, and dresses of the heroes
of these movies and would take the mass role model. Vulgar movies have buzzed the
audience off the cinema who used to come to watch movies along with their families.
43
As far as the question of link between violent contents of a movie and crime is
concerned, Huesmann and Eron (1986) concluded that they had never claimed that
the media violence is not the only cause of crime or a major cause of violence among
the youth. They believe that media violence is a marginal risk factor related to not
more than 10% crimes.
Mazhar (2010) reports national seminar on ―How Pakistani cultural industry
can survive‖ in which a top film star Ghulam Mahyudin stated that some investors in
Pakistani cultural industry produced vulgar movies quite antithesis to the existing
socio-cultural realities of Pakistan. The act of non-professional investors left the
industry in lurch. Another super star, Mustafa Qureshi, who has played key role in
more than 500 movies, claimed that relatives and friends of some notorious criminals
who had been killed in police encounters or executed on account of their crimes were
financing film-makers to portray criminals as heroes of Punjabi movies. Such
portrayals of criminals as heroes have affected the industry badly. Consequently, the
film production rate has gradually reduced from 100 to only 12 by 2010.
44
Chapter III
RESEARCH METHODOLOGY
The study in hand intends to explore factors of Pakistani youth behaviour
affected by the violent Punjabi movies and validates the Movie Impact Scale of
Behaviour (MISB) in order to measure the changes in youth‘s behaviour. The study
explores the effects of violent Punjabi movies on behaviour of the Pakistani youths
with different demographics and socio-economic of the youths.
3.1 Research Design
The study is of descriptive in nature. It includes in-depth interviews of the
subjects in natural settings (when respondents come to or leave cinema before or after
watching movies). The subjects consist of those who frequently watch Punjabi movies
and those who do not. Besides, a focus group was constituted and its members‘
observations before and after watching the violent Punjabi movies were included.
Data were collected from two groups of frequently movie watchers and non-movie-
watchers. Movie impact scale of behaviour was developed and validated through four
distinctive developmental phases: instrument construction, administration, scoring,
and interpretation.
The study was a cross-sectional survey research which used a researcher
developed Movie Impact Scale of Behaviour (MISB) as tool for data collection.
Content and factorial validities were established. Reliability of the Movie Impact
Scale of Behaviour (MISB) is determined with Cronbach‘s alpha.
45
3.2 Population
Youth including male and female of age group ranging from 15 to 24 years
with frequent Punjabi movie watching behaviour in Punjab constituted the population
of the study.
3.3 Sample
The sample of the study was selected from the population considering each
division of the Punjab province as a cluster. Four divisions were selected randomly
from the eight divisions as cluster from the Punjab province. A total sample of 177
youths from both genders was taken out of which 151 were those who were used to
watching Punjabi movies frequently and 26 youths were those who were not used to
watching the movies at all. They were interviewed as sample from the eight divisions
of the Punjab province. 101 male and female youths from the respective groups of
movie-watchers and non-movie-watchers were selected from each of the divisions as
clusters based on convenient sampling method. The sample of 177 youths was
selected by convenient sampling method. The researcher stood in front of the cinema
houses where violent Punjabi movies were watched by the people and selected them
on first come basis to avoid biasness.
Development of Research Tools
3.3.1 Preparation of Movie Impact Scale of Behaviour (MISB)
(Appendix A and B)
Movie Impact Scale of Behaviour is based on two communication theories
which are related to behavioural change including Cultivation Theory (Gerbner &
Gross, 1970) and Social Cognitive Theory (Bandura, 1986). It consists of the
following diverse factors that measure first order and second order cultivation effects.
46
Aggression (behavioural, Physical and instrumental), Criminal nature (larceny, sexual
abuse, abduction and homicide), Psychiatric disorder (frustration and anxiety), Law
violence (signal breaking, queue breaking, retaliatory behaviour and justifiable
behaviour), Domestic violence (violence against children, spousal violence and street
violence), Moral panic (negative impact on society, violation of others‘ rights),
Temperamental volatility (reaction in a mob, participation in purges and pogroms),
Back masking, Antisocial behaviour (self-oriented and others‘ oriented), Unjustified
actions (Herd mentality, Scapegoating and Mass Hysteria), Mental illnesses (Sadism
and masochism), Copycat Behaviour, Vulgarity and pornography, Acton against
injustice, Emotionalism (expressions and actions). English and Urdu versions of the
interview guide have been composed and cited in annexure. (Appendix A and B)
3.3.2 Pilot Study of Movie Impact Scale of Behaviour (MISB)
For Preliminary try out, analysis of statements and for the validity and
reliability of the instrument, 115 items were constructed using the above mentioned
26 constructs. 17 frequent Punjabi movie watchers (ten male and seven female) and
15 non-watchers (nine male and six female) from youths were interviewed using
Movie Impact Scale of Behaviour for pilot study. Data collected from the pilot study
was analyzed and some statements were removed, or revised in the lights of the
results and content analysis by experts. After pilot study, 92 items were found valid
for 16 constructs.
Administration and Scoring Procedures for Movie Impact Scale of
Behaviour (MISB)
For the scoring, Likert scale was used for measuring the behaviour of the
respondents. The interview guide was based on five point scale i.e., 1-stronglyagree,
2-agree, 3-Undecided, 4-disagree, and 5-strongly disagree. Options given below were
47
tabulated by inverse weighing respectively, 1stchoice; 5points, 2ndchoice; 4points,
3rdchoice; 3 points, 4th
choice; 2 points, 5th
choice; 1 point. 32 youths were
Interviewed from both genders with the help of Movie Impact Scale of Behaviour in
which 17 were used to watching movies on regular basis while the 15 were non-
watchers of the Punjabi movies. It was done to discriminate between the scores of
MISB of frequent movie watchers and non-movie watchers. It was assumed that
movie watchers would get more scores than the non-Punjabi movie watchers. It was
observed true in the pilot study.
Content Validity
For establishing the content validity of the Movie Impact Scale of Behaviour
(MISB), judgmental procedure was used. A panel of five experts was consulted.
(Appendix-D) The experts had a long experience of psychological and
communicational observations and interviewing the different individuals for different
purposes. On the recommendations of the experts, the language, content and items of
the Movie Impact Scale of Behaviour (MISB) were finalized for further study.
Construct Validity
Fact or analysis was run on scores attained from the interview while using
Movie Impact Scale of Behaviour to determine the construct validity. Exploratory
factor loading to map out the most important variables for the Movie Impact Scale of
Behaviour (MISB) was explored on the basis of data collected from the sample of the
study. Confirmatory fact or analysis was run for the confirmation of sub-scales to
confirm the variables in the scale as were selected in the exploratory factor analysis in
the pilot test.
48
Reliability
Reliability of Movie Impact Scale of Behaviour (MISB) was determined in
terms of internal consistency and stability. The stability of the (MISB) was
determined using the test-retest reliability analysis by selecting 15 of the youths from
one of the clusters. They were interviewed again and scored on MISB. The attained
scores were compared with the first interview scores on MISB. The consistency of
both the scores confirmed the stability reliability of the MISB. Consistency in the
factors was established using reliability coefficients of Cronbach‘s Alpha as well as
exploratory factors analysis.
3.4 Procedure of the Study
3.4.1 Organizing of Focus Group
Two Focus Groups were conducted among diversified groups representing
youths (from both genders), educationalists, psychologists, sociologists,
criminologists, film industry stars, cultural reporters, law experts, cultural studies
experts, representative of the media industry, Punjabi movie song writer,
representative of the movie producers and intellectuals, to collect data about impact of
Punjabi movies on youths‘ behaviour. Explanation and interpretation of the Focus
Groups provided information regarding spontaneous feelings, reasons of change in
behaviour, and members of leading Non-Governmental Organizations (NGOs) were
invited, discussions were invited on the topic of dissertation. Initially data were
recorded on a digital recorder and then it was transferred to computer for data
analysis. List of the participants is given in Appendix-C.
In order to measure the change in behaviour of the youths, Movie Impact
Scale of Behaviour (MISB) was developed based on literature and validated through
four distinctive developmental phases: Instrument construction, administration,
49
scoring and interpretation. The design of the study included the preparation of Movie
Impact Scale of Behaviour (MISB) to measure the behaviour of the youth. Content
and Factorial validities were established. Reliability of the Movie Impact Scale of
Behaviour (MISB) was determined with Cronbach‘s Alpha.
50
Chapter IV
ANALYSIS OF DATA
Statistical and mathematical operations were applied for analysis and
hypothesis testing. Data were presented in terms of tables. For measuring the impact
of Punjabi movies on youth behaviour, Movie Impact Scale of Behaviour was
developed and standardized. Following procedures were adapted to analyze the data
collected with the help of Movie Impact Scale of behaviour through the intensive
interviews of the youth.
1- Two focus groups were conducted to collect opinion of experts from diverse
field but concerned with media, effect studies, cultural studies and film
industry.
2- Determining the validity of the Movie Impact Scale of Behaviour
3- Determining the reliability of the Movie Impact Scale of Behaviour Item
analysis Identification of the students having discrepancy on the different tests
4- Comparison of descriptive statistics of youths having exposure to Punjabi
movies with Score of Movie Impact Scale of Behaviour
5- Comparison of Punjabi Movie watcher and Non-watcher exposure groups
to Punjabi movies with Score of Movie Impact Scale of Behaviour
6- Comparison of less Punjabi movie watchers and more Punjabi movie watchers
with the help of Scores of Movie Impact Scale of Behaviour
7- Comparison of male and female with exposure groups to Punjabi movies with
Movie Impact Scale of Behaviour Scores
8- Analysis of Variance (ANOVA) among the youth watching Punjabi movies
using different channels of entertainment with the help of Score of Movie
51
Impact Scale of Behaviour.
9- Analysis of Variance among the youth of different age exposure groups to
Punjabi movies with Score of Movie Impact Scale of Behaviour
10- Analysis of Variance among the youth behaviour of different educational
levels groups exposure groups to Punjabi movies with Score of Movie Impact
Scale of Behaviour
11- Analysis of Variance among the youth with different occupation exposure
groups to Punjabi movies with Score of Movie Impact Scale of Behaviour
12- Analysis of Variance among the youth with different education level of family
head exposure groups to Punjabi movies with Score of Movie Impact Scale of
Behaviour
13- Analysis of Variance among the youth with different occupation level of
family head exposure groups to Punjabi movies with Score of Movie Impact
Scale of Behaviour
14- Analysis of Variance among the youth with different income level of family
head with exposure groups to Punjabi movies with Score of Movie Impact
Scale of Behaviour
4.1 Focus Group Observations
Two focus groups were conducted with diverse participants from relevant
background. The report of the focus group is as given below.
A star that has performed in more than 500 films as a hero, co-hero, or villain
and attained nationwide fame chastised the representation of criminals as heroes in
movies saying that it was a crime. But at the same time he viewed that acts of barbaric
violence portrayed in Punjabi movies were justifiable in terms of reflection of social
happenings and the public demand.
52
The cultural reporter termed these movies as unrepresentative of the culture of
Punjab as people of Punjab are not as brutal, ferocious and unruly the way they are
depicted in the movies. He also lamented the trend of introducing killers, the wicked
and the most notorious persons as role models by portraying them as heroes in films.
He also criticized those producers who had introduced violence not as act of crime but
as a culture of violence in the society. He argued that extreme poverty,
unemployment and injustice or delayed justice make the youths forget consequences
of the crime. But they do remember their actions and dialogues to practice in real life.
The movie-producers are profit-driven with prime mission of making money by
playing game with the revengeful psychology of the deprived class of the country.
Present investors in Punjab Film industry lack vision of normalizing inter-sectarian
conflict among various religious sections of the country through this most influencing
and inspiring medium of mass entertainment. People watch violent movies for the
catharsis of their grudges against feudal lords, industrial bosses, corrupt bureaucracy
and political leadership of the country. He observed that murders in the broad day
light within the courts of law to exact revenge on the rival party is becoming a fashion
and it was first introduced by a Punjabi movie.
A female representative of the youth argued that Movies don‗t promote
violence as developing of violence in an individual partly depends on genetic
makeup. An individual may exhibit tendency of violence after watching the movies if
he/she is already prone to it.
A male representative of youth observed that his students who watch violent
Punjabi movies show signs of little bit different attitude than those who do not. Some
movie-watchers from semi-rural background make a group that forms a gang, and
they commit larceny, robbery and even murder. Young girls and boys in his class
53
emulated their favorite hero or heroine in dresses and hairstyles.
The law expert analyzed that the violent and criminal nature of an individual
depended on certain factors that paved the path to violent behaviour like broken
family, contentious nature of parents, low economic status, anti-religion approach,
revengeful traditions of the region, political culture, social set up, educational
system, responsible law enforcing agencies and, media culture, all contribute to
nurture a person‘s behaviour and attitude. In Punjabi movies, he observed, a hero was
a person who fought against the social inequalities and injustice. Hence, films are
neither good nor bad. It all depends on the perception of the person on the receiving
end how he interprets them.
A psychologist observed that romantic movies too have some acts of violence
even a love story doesn‗t escape. A humorous movie may contain more elements of
love and humour whereas action movies are saturated with violence, bloody scenes of
brutal killings, and barbaric acts against even children and women. These movies do
exercise deep-rooted impact on immature minds and even in shaping up youth
behaviour. The Pakistani youths have been frustrated by poverty, unemployment, and
the extremely violent Punjabi movies psychologically upset the already frustrated
youth to step down to either self-infliction or to commit violence against others. He
observed that the modeling aspect of social learning theory provides ample evidence
that movies bring about changes in youth behaviour by providing them role models in
the form of heroes who offer them stimulus for thought and action in real life.
Leading role in the movie inspires the youth and they try to act or react in the same
way by imitating them. In fact, the modeling techniques attract the attention of the
viewers and repeated exposure to the same film contents lead to retention of the
actions of the model and the viewer begin to reproduce similar acts in real life
54
activities too. If not checked by the society, legal or moral forces, they transgress
even crime boundaries easily in a lawless society like ours. Physiological and
neurological changes produce chemical changes which appear in blood if an
individual is continuously exposed to violent acts or aggression. Neurological
changes take place when we watch different actions that initiate impulses. The
continuous transmissions of these impulses in the nervous system bring about a
change in the chemistry of the body and it develops hyper nature of an individual.
Movies, indeed, infuse desires, when desires go unfulfilled; they lead an individual to
frustration, melancholy, and dejection. Consequently, the movies became a
considerable source of anxiety for the youth. He concluded that Punjabi movies do
generate violence.
A religious scholar said that Punjabi movies have played a great role to
enliven the Punjabi language in an age when people are rapidly shifting over modern
languages of international value. These movies have revived the Punjabi language
through their songs and dialogues. But side by side, they have equally promoted
vulgarity, and sensual thoughts, leading the youth to the crime of passion and sexual
abuse. He asserted that a small number of Punjabi movies like Heer Ranjha, Sassi
Punnu, Sohni Mahiwal, Laila Majnoon, have promoted feelings of love but a large
number of movies have given rise to violence in Punjab.
A representative of electronic channel and experienced journalist reprimanded
the Punjab cultural industry for promoting criminals as heroes and said that the trend
has transformed the culture of peace into a culture of violence by introducing a crime
wave among the youth. He chastised the censor board for neglecting the duty of
banning those movies in which criminals have been represented as heroes. He
believed that Punjabi movies were one of the strongest sources of effective
55
communication and stated that producers need to create movies on serious social
issues like sectarianism, target killings, suicidal attacks in order to educate the people:
as these evils are damaging the Punjabi culture very badly and are posing serious
threat to the regional and global peace as well. He also pointed out the violence
committed by the political parties and their sub-wings against their rival which take a
heavy toll of human lives each year in Pakistan. He linked the rising crime culture in
Pakistan with these movies and suggested that entertainment industry should give up
stereotype stories and need to adopt innovative writers with diverse multicultural
experiences touching the socio-economic problems of the common man.
A participant from cultural industry who had written more than 25 thousand
songs in Punjabi as well as Urdu language for Pakistani and Indian film industry
suggested that cultural industry needs to introduce those songs which can be listened
or watched in the company with full family. The industry introduced vulgar songs to
fulfill the taste requirement of the very small section of society and stepped down the
standard criteria of the censor board of Pakistan. He stressed on the fact that films
should be prepared on the true representative culture of Punjab and should be free of
vulgarity and violence. He added that films are the source of violence as presently the
role of a hero is refection of powerful gunman against the law enforcing agencies in
which Police is ever represented as weak force before him. This is imparting negative
impact on the film watchers. Quality movies should be produced so that youth should
get good impacts on their behaviour and actions. He supported the biological and
sociological impacts of films on the youth as stated by other participants. He stressed
on the fact that youth can be moulded as we desire through good movies. He
emphasized on the script writers of the movies they should introduce time demanded
topics in stories to keep the audience abreast with the latest globally occurring
56
changes in entertainment industry to keep them linked with the industry. He
conclusively remarked that fabric of the story of a film, performance of the artists and
audio visual techniques appeal the audience. Present movies are not up to the standard
of morality nor can they be a match of Indian much-investing cultural industry which
has recently been allowed to exhibit its movies in Pakistani cinema houses. He
pointed out that Pakistani culture industry is producing substandard films which are
promoting the tendency of violence and vulgarity in the youth.
An experienced criminologist claimed that people with low economic status in
society have tendency to indulge in criminal activities like theft, abduction, sexual
abuse, physical violence or instrumental violence after being inspired by the acts of a
role model shown as a hero in a Punjabi movie. He chastised the roaring style of
Punjabi film hero and villain for their belief in loutish, uncouth and course style of
dialogues to solve a problem. He also stated that vulgar songs exhibited in the movies
stir up the youth emotions and those who are already prone to sexual
activities, fall in crime.
A representative of the film industry avowed that Punjabi movies uphold
sectarian unity but they cannot touch certain aspects of religion as it is a very
sensitive issue. She also viewed that majority of the Punjabi movies are supportive of
love, brotherhood and preach parental obedience to viewers and endorse respect for
other ethnic groups of the country.
A representative of the Non-profit Organization stated that Punjabi movies are
infusing the emotional trend of vindictive feelings and revengeful notions by
providing their justification. The movies teach the youth that they should work out
extrajudicial killings and punishing by themselves instead of taking a criminal to the
court of law. She, however, differed with the idea that Punjabi movies promote
57
domestic violence. She observed that most of the street violence is because the youth
follow the behaviour of the hero of how he settles down a social dispute and emulates
his acts in real life.
A communication & cultural studies expert concluded the discussion and said
that Punjabi film industry is deteriorating in its standards because of the lack of
planning. Films should be prepared according to the needs of the society and to
prepare the new generation for the future challenges. He stressed that films can play a
vital role in character building of the youth and present films is don‗t fulfill this
national responsibility. Punjabi films can play very positive role in the youth
behaviour as Punjabi films can be effectively used to prop up love, patriotism, and to
reduce social justice, economic equality, and inter-class economic conflict that is
going on between the haves and have-nots. He added that Punjabi films can promote
moral values and inter-communal harmony if planned properly and used effectively
as tool of understanding, not merely as a source of entertainment.
4.2 Validity
Validity of the Movie Impact Scale of Behaviour was investigated with the
following validity types: Content validity; and Construct validity
4.3 Content Validity
Content validity of the Movie Impact Scale of Behaviour was investigated
through expert opinion. Judgmental procedure was used. A panel of five experts was
consulted. The recommended content and items of the Movie Impact Scale of
Behaviour (MISB) by the experts were finalized for further study.
4.4 Construct Validity
Construct validity of the Movie Impact Scale of Behaviour was established
using principal component and exploratory factor analysis with Varimax Rotation
58
Matrix. Sixteen constructs of the Movie Impact Scale of Behaviour were finally
selected based on factor analysis. Factor analysis for the Movie Impact Scale of
Behaviour is presented in the Table 4.1.
59
Table 4.1
Principal Rotated Component Matrix of the Exploratory Factors Analysis for the
Identification of Movie Impact Scale of Behaviour (MISB) to measure the Violence
among youths’ behaviour (N=177) (Continued)
Factor Loading Item Wise
Variables Level 1 2 3 4
1- Cultivation Effects (CE)
1-a) Cultivation effect 1st order 1 .86 .11
1-b) Cultivation effect 2nd order 2 .75 .27
2- Aggressive Behavior (AB) 1 .16 .74
2 .04 .82
2-a) Behavioural Aggression 1 .38 .42 .56
2 .30 .01 .80
3 .27 .43 .54
2-b) Physical aggression 1 .13 .62 .25
2 .30 .61 .14
3 .05 .66 .07
2- c) Instrumental aggression 1 .59 .62 .25
2 .71 .61 .14
3-Criminal Nature (CN) 3 .73 .66 .07
3-a) larceny 1 .50 .26 .25 .34
2 .60 .35 .14 .12
3-b) Sexual abuse 1 .35 .56 .41 .34
2 .03 .88 .24 .32
3-c) Abduction 1 .35 .56 .69 .14
2 .03 .88 .71 .32
3-d) Homicide 1 .25 .26 .31 .64
4- Psychiatric Disorder (PD)
2 .05 .38 .31 .52
4-a) Frustration 1 .18 .59
2 .03 .88
4- b) Anxiety 1 .77 .09
2 .71 .20
3 .56 .09
5- Law Violence (LV)
4 .49 .28
5-a)Signal breaking 1 .10 .76 .01 .17
2 .13 .68 .28 .32
5-b) Que breaking 1 .72 .16 .10 .24
2 .86 .38 .21 .12
5-c) Retaliatory Behaviour 1 .14 .09 .65 .02
2 .86 .38 .85 .26
5-d) Justifiable Behaviour 1 .21 .13 .05 .73
2 .13 .48 .39 .54
(Continued)
60
Table 4.1
Principal Rotated Component Matrix of the Exploratory Factors Analysis for the
Identification of Movie Impact Scale of Behaviour (MISB) to measure the Violence
among youths’ behaviour (N=177) (Continued)
Factor Loading Item Wise
Variables Level 1 2 3 4
6- Domestic Violence (DV)
6-a) Violence Against Children 1 .07 .88 .14
2 .03 .89 .03
1 .81 .10 .03
2 .75 .03 .06
3 .74 .06 .03
4 .67 .15 .27
5 .70 .19 .07
6 .66 .06 .09
7 .53 .15 .34
6-c) Street violence 1 .01 .17 .79
2 .19 .02 .81
7- Moral Panic (MP)
7-a) Negative Impact on society 1 .73 .35
2 .76 .08
3 .66 .32
7-b) Violation Other Right 1 .14 .79
2 .04 .71
8- Temporal Volatility (TV)
8-a) Reaction in mob 1 .38 .67
2 .13 .84
8-b) Participation in Program &
Purges
1 .77 .09
2 .76 .21
9- Back-masking Effect (BE) 1 .71
2 .78
3 .74
10- Anti-social Behavior (ASB)
10-a) Self Antisocial 1 .39 .69
2 .34 .77
10-b) Other Antisocial 1 .73 .05
2 .53 .04
3 .65 .15
4 .72 .19
11- Unjustified Actions (UA)
11-a) Herd mentality 1 .66 .10
2 .62 .29
11-b) Scapegoat 3 .67 .04
4 .57 .36
11-c) Mass- hysteria 5 .32 .70
6 .36 .74
(Continued)
61
Table 4.1
Principal Rotated Component Matrix of the Exploratory Factors Analysis for the
Identification of Movie Impact Scale of Behaviour (MISB) to measure the Violence
among youths’ behaviour (N=177) (Continued)
Factor Loading Item Wise
Variables Level 1 2 3 4
12- Mental Illness (MI)
12-a) Sadism 1 .76 .20
2 ..76 .22
12-b) Masochism 1 .22 .75
2 .24 .74
13- Copycat Behaviour (CB) 1 .55
2 .67
3 .75
4 .77
14- Vulgarity & Pornography
(VP)
14-a) Vulgarity 1 .77
2 .61
14-b) Pornography 1 .71
2 .61
15- Action Against Injustice
(AAI)
1 .75
2 .79
3 .75
4 .76
16- Emotional Actions (EA)
16-a) Expression 1 .25 .60
2 .39 .56
3 .07 .64
16-B) Actions 1 .80 .04
2 .76 .46
3 .63 .13
Sixteen factors arranged in Varimax Rotation are indicated in Table 4.1. The
factor loading on sixteen factors confirmed hypothetical framework proposed for the
Movie Impact Scale of Behaviour. The factor loading for the constructs of Movie
Impact Scale of Behaviour included: 2-a) Behavioural Aggression (1), 2-c)
Instrumental aggression (1), 2-c) Instrumental aggression (1), 3-a) larceny (1), 3-b)
Sexual abuse (1), 3-d) Homicide (2), 4-a) Frustration (1), 4-b) Anxiety (3), 4-b)
62
Anxiety (4), 5-d) Justifiable Behaviour (2), 6-a) Violence Against Children (7), 10-b)
Other anti-social (1), 13-Copycat Behaviour (CB) (1), 16-a) Expression (2) and 11-
Unjustified Actions (UA) (4), are between 0.40-0.50. It indicated that above
mentioned constructs of Movie Impact Scale of Behaviour had sufficient factor
loading for establishing the factorial validity.
The factor loading for, the constructs of Movie Impact Scale of Behaviour 2-
b) Physical aggression, 2- c) Instrumental aggression (2), 1-a) Cultivation effect 1st
order (2), 1-b) Cultivation effect 2nd order (1), 2-b) Physical aggression (1) ,2-b)
Physical aggression (2), 2-b) Physical aggression (3), 2- c) Instrumental aggression
(2), 2- c) Instrumental aggression (3), 3-a) larceny (2), 3-c) Abduction (1), 3-c)
Abduction (2), 3-d) Homicide (1), 4- b) Anxiety (2), 4- b) Anxiety (1), 5-a) Signal
breaking (1), 5-a) Signal breaking (2), 5-b) Queue breaking (1), 5-c) Retaliatory
Behaviour (1), 5-d) Justifiable Behaviour (1), 6-a) Violence Against Children (2), 6-a)
Violence Against Children (3), 6-a) Violence Against Children (4), 6-a) Violence
Against Children (5), 6-a) Violence Against Children (6), 6-a) Violence Against
Children (7), 6-c) Street violence (1), 7-a) Negative Impact on society (1), 7-a)
Negative Impact on society (2), 7-a) Negative Impact on society (3), 7-b) Violation
Other Right (1), 7-b) Violation Other Right (2), 8-a) Reaction in mob (1), 8-b)
Participation in Pogrom &Purges (1), 8-b) Participation in Pogrom & Purges (2), 9-
Back-masking Effect (BE) (1), 9-Backmasking Effect (BE) (2), 9-Backmasking
Effect (BE) (3), 10-a) Self anti-social (1), 10-a) Self anti-social (2), 10-b) Other anti-
social (2), 10-b) Other anti-social (3), 12-a) Sadism (1), 12-a) Sadism (2), 12-b)
Masochism (1), 12-b) Masochism (2), 13-Copycat Behaviour (CB) (2), 13-Copycat
Behaviour (CB) (3), 13-Copycat Behaviour (CB) (4), 14-a) Vulgarity (1), 14-a)
Vulgarity (2), 14-b) Pornography (1), 14-b) Pornography (2), 15-Action Against
63
Injustice (AAI) (1), 15-Action Against Injustice (AAI) (2), 15-Action Against
Injustice (AAI) (3), 15- Action Against Injustice (AAI) (4), 16-a) Expression (1), 16-
a) Expression (3), 16-b) Actions (2), 16-b) Actions (3), 11-Unjustified Actions (
UA) (1), 11-Unjustified Actions ( UA) (2), 11-Unjustified Actions ( UA) (3), 11-
Unjustified Actions ( UA) (5), 11-Unjustified Actions ( UA) (6), are between 0.60-
0.70. It indicated that above mentioned constructs of Movie Impact Scale of
Behaviour had good factor loading for establishing the factorial validity.
The factor loading for, the constructs of Movie Impact Scale of Behaviour, 1-
a) Cultivation effect 1st order, 1-b) Cultivation effect 2nd order (2), 2-a) Behavioural
Aggression (2), 2-a) Behavioural Aggression (3), 3-b) Sexual abuse (2), 4-a)
Frustration (2), 5-b) Queue breaking (2), 5-c) Retaliatory Behaviour (2), 6-a)
Violence Against Children (1), 6-a) Violence Against Children (2), 6-a)
Violence Against Children (1), 6-c) Street violence (2), 8-a) Reaction in mob (2), and
16-b) Actions (1), are 0.80 or above. It indicated that above mentioned constructs of
Movie Impact Scale of Behaviour had high factor loading for establishing the
factorial validity.
Most of the constructs items of Movie Impact Scale of Behaviour had high or
good factor loadings which established its factorial / construct validity.
4.5 Reliability
Consistency in the factors was established using exploratory factor analysis
and Cronbach‗s Alpha. The results of reliability coefficients of Movie Impact Scale of
Behaviour were given in the Table 4.2.
64
Table 4.2
Cronbach’s Alpha Coefficient for the Identification of Reliability of the factors Movie
Impact Scale of Behaviour (N=151) (Continued)
Variables No. of Items in
construct(n)
Cronbach‘s Alpha
Coefficient (r) 1- Cultivation Effects (CE) 1-a) Cultivation effect 1st order 2 .43
1-b) Cultivation effect 2nd order 2 .60
2-Aggressive Behavior (AB)
2-a) Behavioural Aggression 3 .55
2-b) Physical aggression 3 .51
2-c) Instrumental aggression 3 .66
3-Criminal Nature (CN)
3-a) larceny 2 .67
3-b) Sexual abuse 2 .75
3-c) Abduction 2 .56
3-d) Homicide 2 .82
4-Psychiatric Disorder (PD)
4-a) Frustration 2 .51
4-b) Anxiety 4 .62
5-Law Violence (LV)
5-a)Signal breaking 2 .75
5-b)Queue breaking 2 .53
5-c) Retaliatory Behaviour 2 .85
5-d) Justifiable Behaviour 3 .40
6-Domestic Violence (DV)
6-a)Violence Against Children 2 .83
6-b)Violence against spouse 7 .75
6-c) Street violence 2 .54
7-Moral Panic (MP)
7-a)Negative Impact on society 3 .59
7-b)Violation Other Right 2 .56
8-Temporal Volatility (TV)
8-a) Reaction in mob 2 .45
8-b) Participation in Pogrom &Purges 2 .57
9-Backmasking Effect (BE) 4 .66
10-Anti-socialBehaviour (ASB)
10-a) Self anti-social 2 .68
10-b) Other anti-social 4 .61
11-Unjustified Actions ( UA)
11-a) Herd mentality 2 .58
11-b) Scapegoat 2 .51
11-c) Mass hysteria 2 .70
12-Mental Illness (MI)
12-a) Sadism 2 .65
12-b) Masochism 2 .67
13-Copycat Behaviour (CB) 4 .66
Continued
65
Table 4.2
Cronbach’s Alpha Coefficient for the Identification of Reliability of the factors Movie
Impact Scale of Behaviour (N=151) (Continued)
Variables No. of Items in
construct(n)
Cronbach‘s Alpha
Coefficient (r) 14-Vulgarity & Pornography(VP) 14-a) Vulgarity 2 .78
14-b) Pornography 2 .80
15-Action Against Injustice (AAI) 4 .69
16-Emotional Actions (EA)
16-a) Expression 3 .58
16-b) Actions 3 .61
17-Total Impact of Movies (TIM) 92
Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of
Behaviour including,1-a) Cultivation effect 1st order, 2-a) Behavioural Aggression, 2-
b) Physical aggression, 3-c) Abduction criminal nature, 4-a) Frustration, 5-d)
Justifiable Behaviour, 6-c) Street violence, 7-a) Negative Impact on society, 7-b)
Violation Other Right, 8-a) Reaction in mob, 8-b) Participation in Pogrom
&Purges,11-a) Herd mentality, 11-b) Scapegoat and 16-a) Expression are
between0.30 and 0.50. It is indicated that these constructs had acceptable range of
coefficient for reliability of the Movie Impact Scale of Behaviour.
Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 1-b) Cultivation effect 2nd order, 2-c) Instrumental aggression,
3-a) larceny, 4-b) Anxiety, 5-a)Signal breaking, 6-b) Violence against spouse, 9-
Backmasking Effect, 10-a) Self anti-social, 10-b) Other anti-social, 11-c) Mass
hysteria, 15-Action Against Injustice and 16-b) Actions are between 0.60 and 0.70. It
is indicated that these constructs had good range of coefficient for reliability of the
Movie Impact Scale of Behaviour.
Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 3-d) Homicide, 5-c) Retaliatory Behaviour, 14-b)
66
Pornography, 14-a) Vulgarity, 5-a) Signal breaking, 3-b) Sexual abuse, are above
0.70. It is indicated that these constructs had very good range of coefficient for
reliability of the Movie Impact Scale of Behaviour.
It was concluded that all the constructs of Movie Impact Scale of Behaviour
had acceptable, good and very good range of Cronbach‘s Alpha Coefficients, which
determine the reliability of Movie Impact Scale of Behaviour.
Reliability of Movie Impact Scale of Behaviour (MISB) was determined in
terms of internal consistency and stability. The stability of the (MISB) was
determined using the test-retest reliability analysis by selecting 15 of the youths from
one of the clusters. They were interviewed again and scored on MISB. The attained
scores were compared with the first interview scores on MISB. The consistency of
both the scores confirmed the stability reliability of the MISB. Test-retest correlation
coefficients were presented in the table 4.3.
67
Table 4.3
Correlation Coefficient between Test and Re-Test of Punjabi movies (N=44) of the
Movie Impact Scale of Behaviour and (N=15)
Variables
Test-retest
(r)
1-Cultivation Effects (CE) 0.76
2-Aggressive Behavior (AB) 0.65
3-Criminal Nature (CN) 0.78
4-Psychiatric Disorder (PD) 0.61
5-Law Violence (LV) 0.71
6-Domestic Violence (DV) 0.64
7-Moral Panic (MP) 0.80
8-Temporal Volatility (TV) 0.69
9-Back-masking Effect (BE) 0.79
10- Anti-social Behaviour (ASB) 0.77
11-Unjustified Actions (UA) 0.74
12-Mental Illness Sadomasochism (MIS) 0.80
13-Copycat Behaviour (CB) 0.75
14-Vulgarity & Pornography(VP) 0.76
15-Action Against Injustice (AAI) 0.78
16- Emotional Actions (EA) 0.68
Total Impact of Movies (TIM) 0.69
Correlation Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 2-Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-
Domestic Violence (DV), 8-Temporal Volatility (TV), 16-Emotional Actions (EA)
and Total Impact of Movies (TIM) are above 0.60. It is indicated that these constructs
had good range of coefficient for reliability of the Movie Impact Scale of Behaviour.
68
Correlation Coefficients for the constructs of Movie Impact Scale of
Behaviour including 1-Cultivation Effects (CE), 3-Criminal Nature (CN), 5-Law
Violence (LV), 9-Backmasking Effect (BE), 10-Anti-socialBehaviour (ASB), 11-
Unjustified Actions (UA), 13-Copycat Behaviour (CB), 14-Vulgarity &
Pornography(VP) and15-Action Against Injustice (AAI) are above 0.70. It indicts that
these constructs had very good range of coefficient for reliability of the Movie Impact
Scale of Behaviour.
Correlation Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 7-Moral Panic (MP) and 12-Mental Illness Sadomasochism
(MIS) are above 0.80. It is indicated that these constructs had very good range of
coefficient for reliability of the Movie Impact Scale of Behaviour.
It was concluded that all the constructs of Movie Impact Scale of Behaviour
had acceptable, good and very good range of correlation Coefficients, which
determined the reliability of Movie Impact Scale of Behaviour.
To analyze the impact of Punjabi movies violent behaviour of youth with the
scores of the different constructs of Movie Impact Scale of Behaviour, descriptive
statistics were calculated. The comparative results were presented in the table 4.4
69
Table 4.4
Descriptive statistics with (N=151) youth having exposure to Punjabi movies with
Score of Movie Impact Scale of Behaviour (Continued)
Variables M SD
1-a)Cultivation effect 1st order 2.99 1.20
3
1-b)Cultivation effect 2nd order 3.26 1.07
4
1-Cultivation Effects (CE) 2.90 0.96
4
2-a)Behavioural Aggression 3.67 1.50
9
2-b)Physical aggression 3.71 1.00
4
2-c)Instrumental aggression 2.71 1.13
5
2-Aggressive Behavior (AB) 3.37 0.78
8
3-a)larceny 2.38 1.25
4
3-b)Sexual abuse 3.40 1.13
2
3-c)Abduction 2.03 1.17
7
3-d) Homicide 2.54 1.12
4
3-Criminal Nature (CN) 2.53 0.81
5
4-a) Frustration 3.87 1.18
5
4-b) Anxiety 3.79 1.00
2
4-Psychiatric Disorder (PD) 3.60 0.91
8
5-a)Signal breaking 2.48 1.24
3
5-b) Queue breaking 2.40 1.21
8
5-c) Retaliatory Behaviour 3.89 1.21
7
5-d) Justifiable Behaviour 3.66 1.07
7
5-Law Violence (LV) 2.89 0.91
0
6-a) Violence Against Children 3.87 1.39
4
6-b) Violence against spouse 3.93 1.00
1
6-c) Street violence 3.64 1.32
4
6-Domestic Violence (DV) 3.83 1.00
9
7-a) Negative Impact on society 3.41 1.00
2
7-b) Violation Other Right 2.56 1.22
0
7-Moral Panic (MP) 2.72 0.91
0
8-a) Reaction in mob 3.78 1.18
8
8-b) Participation in Pogrom &Purges 3.56 1.42
2
8-Temporal Volatility (TV) 3.44 1.15
8
9-Backmasking Effect (BE) 3.72 1.08
4
10-a) Self anti-social 3.02 1.28
3
10-b) Other anti-social 3.09 0.81
9
10-Anti-socialBehaviour (ASB) 2.80 0.93
8 11-a) Herd mentality 3.72 1.25
5
11-b)Scapegoat 3.78 1.40
4
11-c) Mass hysteria 3.65 1.09
1
11-11-Unjustified Actions ( UA) 3.71 0.94
9
12-a) Sadism 2.50 1.19
9
12-b) Masochism 2.89 1.10
8
12-Mental Illness (MI) 2.49 0.95
8
13-13-Copycat Behaviour (CB) 3.77 1.12
2
14-a) Vulgarity 2.44 1.35
9
14-b) Pornography 2.79 0.96
3 Continued
70
Table 4.4
Descriptive statistics with (N=151) youth having exposure to Punjabi movies with
Score of Movie Impact Scale of Behaviour (Continued)
Variables M SD
14-Vulgarity & Pornography(VP) 2.36 1.02
9
15-Action Against Injustice (AAI) 3.90 1.17
0
16-a) Expression 3.82 1.05
3
16-b) Actions 3.74 1.21
5
16-Emotional Actions (EA) 3.76 0.86
8
17-Total Impact of Movies (TIM) 3.70 0.58
4
The constructs of Movie Impact Scale of Behaviour 1-a) Cultivation effect 1st
order , 1-b) Cultivation effect 2nd order, 1-Cultivation Effects (CE), 2-a) Behavioural
Aggression, 2-b) Physical aggression, 3-Criminal Nature (CN), 4-Psychiatric
Disorder (PD), 5-Law Violence (LV), 6-Domestic Violence (DV), 7-Moral Panic
(MP) 8- Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti-
socialBehaviour (ASB), 11-Unjustified Actions (UA), 12-Mental Illness (MI), 13-
Copycat Behaviour (CB), 14-Vulgarity & Pornography(VP) 15-Action Against
Injustice (AAI), 16- Emotional Actions (EA) and 17-Total Impact of Movies (TIM)
had mean scores more than 3.5 which indicated that frequent Punjabi movie
watchers agreed with the indicators of violence in their behaviour.
Rest of the constructs of Movie Impact Scale of Behaviour including, 1-a)
Cultivation effect 1st order, 1-b) Cultivation effect 2nd order, 1-Cultivation Effects
(CE), 2-c) Instrumental aggression, 2-Aggressive Behavior (AB), 3-b) Sexual abuse
criminal nature, 3-d) Homicide criminal nature, 3-Criminal Nature (CN), 5-Law
Violence (LV), 7-a) Negative Impact on society, 7-b) Violation of others‗ rights, 7-
Moral Panic (MP), 8-Temporal Volatility (TV), 10-a) Self anti-social, 10-b) Other
anti-social, 10-Anti-socialBehaviour (ASB), 12-b) Masochism, and 14-b)
Pornography had mean values more than 2.5 scores on the Movie Impact Scale of
71
Behaviour which indicated the less violent behaviour among youth watching Punjabi
movie.
The constructs including 3-a) larceny criminal nature, 3-c) Abduction criminal
nature, 5-a) Signal breaking, 5-b) Queue breaking, 12-a) Sadism, 14-a) Vulgarity and
14-Vulgarity & Pornography (VP), had mean scores less than 2.5 on Movie Impact
Scale of Behaviour which indicated that no above mentioned violence indicators are
existed in the behaviour of Punjabi movie watchers.
It was concluded that most of the factors of the Movie Impact Scale of
Behaviour indicated the violence in behaviour.
Independent Samples t-test was run for the comparison of Punjabi Movie watcher and
Non-watcher, Less Movie watchers and more movie watchers, Male and Female
exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour.
Results are given in the tables 4.5, 4.6, and 4.7 respectively.
Table 4.5
Independent Samples t-test for Comparison of Movie watcher with (N=151) and Non-
watcher (N=26) exposure groups to Punjabi movies with Score of Movie Impact Scale
of Behaviour (df=175)
Variables Movie watcher Non-watcher t
M SD M SD
1-Cultivation Effects (CE) 2.90 0.96 2.69 0.79 1.05
2-Aggressive Behavior (AB) 3.37 0.79 2.35 0.69 6.23**
3-Criminal Nature (CN) 2.53 0.82 1.69 0.47 7.37**
4-Psychiatric Disorder (PD)
3.60 0.92
2.62 0.57
7.28**
5-Law Violence (LV)
2.89 0.91
1.69 0.74
7.41**
6- Domestic Violence (DV)
3.83 1.01
3.38 0.64
3.01**
7-Moral Panic (MP)
2.72 0.91
2.35 0.49
3.12**
8-Temporal Volatility (TV)
3.44 1.16
1.88 0.71
9.26**
9-Backmasking Effect (BE)
3.72 1.08
2.42 1.14
5.60**
10-Anti-socialBehaviour (ASB)
2.80 0.94
3.04 0.60
1.69
11-Unjustified Actions ( UA)
3.7 .95
1.8 .48
15.41**
Continued
72
Table 4.5
Independent Samples t-test for Comparison of Movie watcher with (N=151) and Non-
watcher (N=26) exposure groups to Punjabi movies with Score of Movie Impact Scale
of Behaviour (df=175)
Variables Movie watcher Non-watcher t
M SD M SD
12-Mental Illness (MI)
2.49 0.96
1.81 0.75
3.45**
13-Copycat Behaviour (CB)
3.77 0.34
2.81 1.12
3.97**
14-Vulgarity & Pornography(VP)
2.36 1.03
2.15 0.73
1.27
15-Action Against Injustice (AAI)
3.90 1.17
3.85 1.05
0.22
16-Emotional Actions (EA)
3.76 0.87
2.90 0.76
4.76**
Total Impact of Movies (TIM)
3.70 0.58
2.74 0.27
13.35**
** P < .01 Level of significance, * P < .05 Level of significance
The t-values for, the constructs of Movie Impact Scale of Behaviour, 2-
Aggressive Behavior (AB), 3-Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-
Law Violence (LV), 6- Domestic Violence (DV), 7-Moral Panic (MP), 8-Temporal
Volatility (TV), 9-Backmasking Effect (BE), 11-Unjustified Actions (UA), 12-
Mental Illness (MI), 13-Copycat Behaviour (CB), 16-Emotional Actions (EA), and
17-Total Impact of Movies (TIM) were significant at α =.01. So, Independent
Samples t-test indicated that frequent Punjabi movie watchers showed the above
mentioned indicators of violent behaviour. On the other hand, the t -values for
1- Cultivation Effects (CE), 10-Anti Social Behaviour (ASB), 14-Vulgarity
& Pornography (VP), and 15-Action against Injustice (AAI), were not significant. So,
Independent Samples t-test indicated that non-watchers of the Punjabi movies showed
the above mentioned indicators of violence in their behaviour which are not the
effects of Punjabi movies but indicated the violent behaviour. So the hypothesis that
the cumulative impact of Punjabi movies on the watchers differentiates them from
non-watchers in behavioural trait was accepted.
73
It was further concluded that all indicators of violence showed the cumulative
impact of the Punjabi movies on the behaviour of the Punjabi movies watchers as
compared to the non-watchers of the Punjabi movies among the youth.
Table 4.6
Independent Samples t-test for Comparison of Less Movie watchers with (N=63) and
More movie watchers (N=18) exposure groups to Punjabi movies with Movie Impact
Scale of Behaviour Scores (df=79)
Variables Less More t
M SD M SD
1-Cultivation Effects (CE) 2.73 0.81 3.78 1.31 3.23**
2-Aggressive Behavior (AB) 3.32 0.74 4.39 0.70 5.50**
3-Criminal Nature (CN) 2.27 0.52 3.89 1.02 6.49**
4-Psychiatric Disorder (PD) 3.56 0.88 3.83 1.20 1.09
5-Law Violence (LV) 2.81 0.74 4.11 0.76 6.56**
6-Domestic Violence (DV) 3.86 0.88 4.22 1.22 1.19
7-Moral Panic (MP) 2.49 0.76 4.00 1.09 6.72**
8-Temporal Volatility (TV) 3.35 1.14 4.17 1.10 2.71**
9-Backmasking Effect (BE) 3.71 1.04 4.28 1.18 1.97*
10-Anti-socialBehaviour (ASB) 2.59 0.73 4.00 1.37 4.20**
11-Unjustified Actions ( UA) 3.7 .86 4.1 1.06 1.57
12-Mental Illness Sadomasochism
(MIS)
2.35 0.68 3.89 1.32 4.76**
13-Copycat Behaviour (CB) 3.95 1.01 3.78 1.31 0.61
14-Vulgarity & Pornography(VP) 2.08 0.87 3.61 1.29 4.74**
15-Action Against Injustice (AAI) 3.81 1.24 4.44 1.04 1.98*
16-Emotional Actions (EA) 3.81 0.84 4.04 1.02 0.94
Total Impact of Movies (TIM) 3.61 0.35 4.61 0.97 4.25**
** P < .01 Level of significance, * P < .05 Level of significance
The t-values for, the constructs of Movie Impact Scale of Behaviour, 1-
74
Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-Criminal Nature (CN), 5-
Law Violence (LV), 7-Moral Panic (MP), 8-Temporal Volatility (TV), 10-Anti-
socialBehaviour (ASB), 12-Mental Illness (MI), 14-Vulgarity & Pornography(VP),
17- Total Impact of Movies (TIM) were significant at α=.01 and 9-Backmasking
Effect (BE) and 15-Action Against Injustice (AAI) were significant at α =.05.
So, Independent Samples t-test indicated that more Punjabi movie watchers showed
more of the above mentioned indicators of violent behaviour as compared to the
less Punjabi movie watchers. On the other hand, the t-values for 4-Psychiatric
Disorder (PD), 6-Domestic Violence (DV), 11-Unjustified Actions (UA), 13-
Copycat Behaviour (CB), and 16-Emotional Actions (EA) were not significant.
So, Independent Samples t-test indicated that less-watchers of the Punjabi movies had
less effects of above mentioned indicators of violence in their behaviour. The
hypothesis that the cumulative impact of Punjabi movies on youth is not dependent on
the time span for which they are exposed to these movies was rejected.
It was further concluded that all indicators of violence showed the more
cumulative impact of the Punjabi movies on the behaviour of the more Punjabi
movies watchers as compared to the less Punjabi movie watchers among the youth.
75
Table 4.7
Independent Samples t-test for Comparison of Male with (N=101) and Female With
(N=50) exposure groups to Punjabi movies with Movie Impact Scale of Behaviour
Scores (df=149)
Variables Male Female t
M SD M SD
1-Cultivation Effects (CE) 3.03 0.97 2.64 0.90 2.37*
2-Aggressive Behavior (AB) 3.51 0.82 3.08 0.63 3.59**
3-Criminal Nature (CN) 2.55 0.92 2.84 0.54 0.62
4-Psychiatric Disorder (PD) 3.86 0.90 3.06 0.71 5.96**
5-Law Violence (LV) 3.02 0.93 2.64 0.83 2.45*
6-Domestic Violence (DV) 4.35 0.66 2.80 0.78 12.79**
7-Moral Panic (MP) 2.78 0.97 2.06 0.78 1.16
8-Temporal Volatility (TV) 3.87 0.99 2.58 0.99 7.56**
9-Backmasking Effect (BE) 4.13 0.83 2.90 1.07 7.10**
10-Anti-socialBehaviour (ASB) 2.96 1.03 2.48 0.61 3.58**
11-Unjustified Actions ( UA) 3.8 1.07 2.6 0.72 8.64**
12-Mental Illness (MI) 2.62 1.06 2.22 0.65 2.89**
13-Copycat Behaviour (CB) 4.15 0.95 3.00 1.05 6.52**
14-Vulgarity & Pornography(VP) 2.29 1.11 2.52 0.84 1.31
15-Action Against Injustice (AAI) 4.20 1.02 3.30 1.23 4.45**
16-Emotional Actions (EA) 4.19 0.62 2.89 0.61 12.31**
Total Impact of Movies (TIM) 3.96 0.53 3.17 0.23 12.87**
** P < .01 Level of significance, * P < .05 Level of significance
The t-values for, the constructs of Movie Impact Scale of Behaviour, 2-
Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV),
8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti-socialBehaviour
(ASB), 11-Unjustified Actions (UA), 12-Mental Illness (MI), 13-Copycat Behaviour
(CB), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA) and 17-Total
Impact of Movies (TIM) were significant at α = .01 and t-values for 5- Law Violence
(LV), and 1- Cultivation Effects (CE), were significant at α = 0.05. Independent
Samples t-test indicated that male Punjabi movie watchers showed more of the above
76
mentioned indicators of violent behaviour as compared to the female Punjabi movie
watchers. On the other hand, the t-values for 3-Criminal Nature (CN), 7-Moral Panic
(MP), and 14-Vulgarity & Pornography (VP) were not significant. So, Independent
Samples t-test indicated that female-watchers of the Punjabi movies showed less
effects of above mentioned indicators of violence in their behaviour as compared to
male-watchers of the Punjabi movies. So the hypothesis that the cumulative effect of
Punjabi movies in developing violent behaviour among male and female youth is
equal as a result of exposure to the Punjabi movies was rejected.
It was further concluded that all indicators of violence showed the more
cumulative impact of the Punjabi movies on the behaviour of the male-watcher of the
Punjabi movies as compared to the female-watchers of the Punjabi movie among the
youth.
Analysis of Variance was run to analyze the impact of Punjabi movies among
the youth watching movies using different channels of entertainment, of different age,
different educational levels, different occupation, different education levels of family
head, different occupation levels of family head and different income levels of family
head exposure groups to Punjabi movies with Score of Movie Impact Scale of
Behaviour. LSD post hoc test was applied with the constructs of significant difference
at α=0.01 and α=0.05 to see the differences of means among demographics of the
youth. The results are given in the tables 4.8, 4.9, 4.10, 4.11, 4.12, 4.13, and 4.14
respectively.
77
Table 4.8
Analysis of Variance among the youth watching movies using different channels of
entertainment with (N=151 exposure groups to Punjabi movies with Score of Movie
Impact Scale of Behaviour
Variables
Home Cable
(1)
n=128
Minim
Cinema(2)
n=16
Cinema(3)
n=7
f
Post hoc
M SD M SD M SD
1-Cultivation Effects (CE) 2.88 0.96 3.0 1.09 3.0 0.82 0.14
2-Aggressive Behavior (AB) 3.36 0.80 3.44 0.81 3.43 0.53 0.09
3-Criminal Nature (CN) 2.55 0.81 2.38 0.88 2.43 0.79 0.40
4-Psychiatric Disorder (PD) 3.63 0.94 3.38 0.72 3.43 0.98 0.68
5-Law Violence (LV) 2.88 0.94 2.88 0.72 3.14 0.90 0.27
6-Domestic Violence (DV) 3.76 1.06 4.31 0.60 4.14 0.38 2.54
7-Moral Panic (MP) 2.78 0.90 2.19 0.91 2.86 0.69 3.20* 2<1<3
8-Temporal Volatility (TV) 3.40 1.21 3.75 0.93 3.57 0.53 0.70
9-Backmasking Effect (BE) 3.73 1.09 3.50 1.09 4.14 0.90 0.86
10-Anti-socialBehaviour (ASB) 2.84 0.96 2.50 0.83 2.71 0.76 0.99
11-Unjustified Actions ( UA) 3.64 0.98 4.29 0.53 3.71 0.73 3.39* 1<3<2
12-Mental Illness (MI) 2.48 0.95 2.63 1.02 2.43 0.98 0.18
13-Copycat Behaviour (CB) 3.69 1.13 4.13 1.09 4.43 0.79 2.40
14-Vulgarity & Pornography(VP) 2.40 1.02 2.19 1.22 2.14 0.69 0.46
15-Action Against Injustice
(AAI)
3.91 1.19 3.69 1.14 4.29 0.76 0.64
16-Emotional Actions (EA) 3.70 0.90 4.02 0.64 4.29 0.45 2.38
Total Impact of Movies (TIM) 3.68 0.61 3.78 0.51 3.77 0.10 0.23
** P < .01, *P < .05 Level of significance
F-values for the constructs of Movie Impact Scale of Behaviour, 7-Moral
Panic (MP), and 11-Unjustified Actions (UA) were significant at α = .05.
It indicated different groups under study for youth behaviour watching movies
using different channels of entertainment. Punjabi movie watchers using cinema were
more influenced in Moral Panic. Punjabi movie watchers using Mini Cinema like
hotel were more influenced by Unjustified Actions as Herd mentality, Scapegoat
actions and Mass Hysteria. Conclusively, the f-values for the constructs of Movie
78
Impact Scale of Behaviour, 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB),
3-Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 6-
Domestic Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE),
10- Anti-social Behaviour (ASB), 12-Mental Illness (MI), 13-Copycat Behaviour
(CB), 14-Vulgarity & Pornography(VP), 15-Action Against Injustice (AAI), 16-
Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were not significant.
The hypothesis that the collective impact of Punjabi movies in developing
violent behaviour of the youth watching movies through different channels of
entertainment is equal was accepted.
It was further concluded that Punjabi movies have no significant effects on the
behaviour of the youths of watching movies using different channels entertainment on
Movie Impact Scale of Behaviour (MISB).
79
Table 4.9
Analysis of Variance among the youth of different age with (N=151) exposure groups
to Punjabi movies with Score of Movie Impact Scale of Behaviour
Variables
15-17
years(1)
n=21
18-
21years(2)
n=109
22-24
years(3)
n=21
f
Post hoc
M SD M SD M SD
1-Cultivation Effects (CE) 2.81 0.93 2.86 0.92 3.19 1.21 1.13
2-Aggressive Behavior (AB) 3.38 0.59 3.30 0.78 3.71 0.96 2.44
3-Criminal Nature (CN) 2.52 0.68 2.44 0.74 3.00 1.14 4.34** 2≤1≤3
4-Psychiatric Disorder (PD) 3.57 1.08 3.46 0.84 4.33 0.80 8.84** 2≤1≤3
5-Law Violence (LV) 2.95 0.86 2.86 0.87 3.00 1.18 0.25
6-Domestic Violence (DV) 4.19 0.81 3.61 1.02 4.62 0.59 11.69** 2≤1≤3
7-Moral Panic (MP) 2.81 0.81 2.61 0.87 3.24 1.04 4.57** 2≤1≤3
8-Temporal Volatility (TV) 3.52 1.21 3.24 1.11 4.43 0.81 10.53** 2≤1≤3
9-Backmasking Effect (BE) 3.71 1.23 3.62 1.03 4.24 1.09 2.89
10-Anti-socialBehaviour (ASB) 3.10 0.77 2.56 0.85 3.76 0.83 19.51** 2≤1≤3
11-Unjustified Actions ( UA) 3.78 0.88 3.56 0.97 4.46 0.39 8.73** 2≤1≤3
12-Mental Illness (MI) 2.33 0.86 2.47 0.91 2.76 1.26 1.15
13-Copycat Behaviour (CB) 4.00 0.89 3.63 1.18 4.24 0.89 3.16* 2≤1≤3
14-Vulgarity & Pornography(VP) 2.29 0.90 2.41 0.98 2.19 1.36 0.47
15-Action Against Injustice
(AAI)
4.00 1.18 3.72 1.19 4.71 0.56 6.88** 2≤1≤3
16-Emotional Actions (EA) 3.90 0.89 3.63 0.88 4.30 0.50 6.04** 2≤1≤3
Total Impact of Movies (TIM) 3.76 0.48 3.58 0.53 4.24 0.64 13.29** 2≤1≤3
** P < .01 Level of significance, *P < .05 Level of significance
F-values for, the constructs of Movie Impact Scale of Behaviour, 3-Criminal
Nature (CN), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV), 7-Moral Panic
(MP), 8-Temporal Volatility (TV), 10-Anti-socialBehaviour (ASB), 11-Unjustified
Actions (UA), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA) and
Total Impact of Movies (TIM) were significant at α =.01 and the F-values for, 13-
Copycat Behaviour (CB), was significant at α =.05.
F-values for the constructs of Movie Impact Scale of Behaviour, 3-Criminal
Nature (CN), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV), 7-Moral Panic
80
(MP), 8-Temporal Volatility (TV), 10-Anti-socialBehaviour (ASB), 11-Unjustified
Actions (UA), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA) and
Total Impact of Movies (TIM) were significant at α =.01 and the F-values for, 13-
Copycat Behaviour (CB), was significant at α =.05.It indicated that different groups
of youth with age group 22-24 were influenced in 3-Criminal Nature(CN), 4-
Psychiatric Disorder (PD), 6-Domestic Violence (DV),7-Moral Panic (MP) 8-
Temporal Volatility (TV), 10-Anti Social Behaviour (ASB), 15-Action Against
Injustice (AAI), 16- Emotional Actions (EA) and 17-Total Impact of Movies
(TIM),11-Unjustified Actions (UA), 12-Mental Illness (MI), 13-Copycat
Behaviour (CB), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA),
and 17-Total Impact of Movies (TIM).
F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 5-Law
Violence (LV), 9-Backmasking Effect (BE), 12-Mental Illness (MI), 14-Vulgarity &
Pornography (VP) were not significant.
The hypothesis that the collective impact of Punjabi movies in developing
violent behaviour among youth is independent of their age groups was rejected.
It was concluded that Punjabi movies significantly affected the youth
behaviour of the different age groups on Movie Impact Scale of Behaviour (MISB).
81
Table 4.10
Analysis of Variance among the youth behaviour of different educational levels
groups with (N=151) exposure groups to Punjabi movies with Score of Movie Impact
Scale of Behaviour
Variables
Illiterate(1)
n=4
M SD
Middle(2)
n=49
M SD
Matric (3)
n=67
M SD
Inter (4)
n=24
M SD
Graduatn (5)
n=7
M SD
f
Post hoc
4≤5=3
≤2≤1
5≤1≤3
=4≤2
5≤4=3
=2≤1
5≤4=3
≤1≤2
5≤4=3
1-C E 2.75 1.26 2.96 0.84 2.91 1.01 2.75 1.03 3.00 1.15 0.23
2-AB
3.25
0.50
3.41
0.81
3.40
0.74
3.29
0.91
3.14
0.90
0.28
3-C N
2.50
1.73
2.61
0.84
2.49
0.80
2.38
0.65
2.86
0.69
0.65
4-PD 3.50 0.58 3.80 1.09 3.48 0.94 3.58 0.71 3.43 0.79 0.92
5-LV 2.75 0.96 3.04 0.10 2.87 0.95 2.63 0.49 3.14 0.90 1.01 6-DV 4.25 0.96 4.16 0.75 3.66 1.12 3.67 0.96 3.57 1.27 2.35
7-MP
2.75
0.96
2.84
0.90
2.75
0.93
2.33
0.87
3.00
0.82
1.48
8-TV
3.25
1.71
3.63
1.13
3.34
1.12
3.50
1.18
3.00
1.41
0.74
9-BE 3.75 1.89 3.90 0.96 3.67 1.11 3.75 0.94 2.86 1.46 1.49
10-ASB 3.25 1.26 3.02 1.03 2.82 0.87 2.25 0.53 2.71 1.25 3.16** 4<5=3
<2<1
11-UA
3.33
1.12
4.13
0.82
3.52
0.88
3.67
1.03
3.09
1.21
4.28**
5<1<3
=4<2
12-M I 3.00 1.63 2.53 1.06 2.43 0.94 2.50 0.66 2.43 0.98 0.37
13-C B 4.75 0.50 3.88 1.22 3.76 1.09 3.71 0.95 2.71 0.95 2.54* 5<4=3
=2<1
14-V P
2.50
1.73
2.14
1.06
2.40
1.02
2.46
0.83
3.14
0.90
1.68
15-AA I 3.75 0.96 4.31 0.92 3.78 1.25 3.75 1.22 2.86 1.07 3.36** 5<4=3
<1<2
16-E A
3.92
0.99
4.03
0.78
3.69
0.92
3.65
0.73
2.86
0.63
3.52**
5<4=3
<1<2
T IM
3.80
0.98
3.88
0.57
3.63
0.59
3.54
0.41
3.50
0.76
2.11
** P < .01 Level of significance,*P < .05 Level of significance
F-values of the constructs of Movie Impact Scale of Behaviour, 10-Anti-
socialBehaviour (ASB), 11-Unjustified Actions (UA), 15-Action Against Injustice
(AAI) and 16-Emotional Actions (EA) were significant at α =.01. The f-values for
13- Copycat Behaviour (CB) was significant at α =.05.
It indicated that Punjabi movies affected different groups of youths‘ behaviour
82
with different educational level in different factors. Antisocial behaviour and copycat
behaviour are affected in illiterate group of Punjabi movie watchers. Unjustified
Actions, Action against Injustice and Emotional Actions are affected in middle level
of education group of Punjabi movie watchers. Conclusively F-values for 1-
Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3- Criminal Nature (CN),
4-Psychiatric Disorder (PD), 5-Law Violence (LV), 6- Domestic Violence (DV),
7-Moral Panic (MP), 8-Temporal Volatility (TV), 9- Back-masking Effect (BE),
12-Mental Illness (MI), 14-Vulgarity & Pornography(VP), and 17-Total Impact of
Movies (TIM) were not significant.
The hypothesis that Movies exercise the same collective effect in developing
violent behaviour of the youth groups with regardless of their educational level was
accepted. It is concluded that Punjabi movies have no significant effects on the
behaviour of the youths of different educational level groups.
83
Table 4.11
Analysis of Variance among the youth with different occupation with (N=151)
exposure groups to Punjabi movies with Score of Movie Impact Scale of Behaviour
Variables Unemploy
ed(1)
Business
(2)
Private
(3)
Govt.
servan(4)
Student
(5)
Housewife
(6)
f Post hoc
n=20 n=20 n=28 n=3 n=75 n=5
M SD M SD M SD M SD M SD M SD
1-C E 2.90 0.91 3.20 0.95 2.75 1.08 2.67 1.53 2.95 0.93 2.00 0.00 1.48
2-AB 3.65 0.81 3.45 0.76 3.39 0.87 3.33 0.58 3.28 0.78 3.20 0.45 0.79
3-C N 2.60 0.94 2.70 1.03 2.68 0.90 2.00 0.00 2.44 0.70 2.40 0.55 0.84
4-PD 3.70 1.08 4.05 0.69 3.71 0.98 3.67 1.15 3.41 0.89 3.40 0.55 1.81
5-LV 2.90 1.07 3.20 0.70 2.71 1.01 3.33 1.53 2.85 0.86 3.00 0.71 0.84
6-DV
3.95 0.10 4.20 0.70 4.32 0.72 4.00 1.00 3.63 1.04 2.20 0.84 6.01**
7-MP 3.05 1.32 2.80 0.62 2.86 0.76 2.33 1.15 2.59 0.89 2.60 0.89 1.13
8-TV 3.80 1.00 3.60 0.99 4.07 0.86 5.00 0.00 3.08 1.19 2.40 0.55 6.46**
9-BE 4.15 0.81 4.10 0.85 3.93 1.09 3.67 0.58 3.55 1.08 2.00 1.22 4.75**
10-ASB 3.30 1.13 2.85 0.93 3.14 0.97 2.00 1.00 2.57 0.81 2.60 0.55 3.52**
11-UA 4.20 0.76 4.13 0.65 4.18 0.68 4.00 0.67 3.38 0.98 2.47 0.65 8.54**
12-MI 3.00 1.03 2.45 0.10 2.68 1.12 2.33 0.58 2.32 0.86 2.20 0.45 2.00
13-C B 3.75 1.40 4.30 0.86 4.11 1.13 4.33 0.58 3.57 1.03 2.40 0.85 3.83** 6<5<1<3
<2=4 14-V P 2.25 1.02 2.25 1.12 2.18 1.28 2.00 1.00 2.51 0.92 2.40 0.89 0.63
15-A AI 3.80 1.20 4.05 0.94 4.07 1.33 4.67 0.58 3.85 1.11 3.00 1.87 1.09
16-E A 3.90 0.91 4.07 0.63 4.29 0.57 3.89 0.84 3.52 0.87 2.47 0.51 7.25** 6<5<4=1
<2<3
T IM 3.94 0.69 3.93 0.52 3.94 0.60 3.75 0.28 3.53 0.50 3.00 0.21 5.78** 6<5<4<2
=3=1
** P < .01 Level of significance, *P < .05 Level of significance
F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic
Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti-
socialBehaviour (ASB), 11-Unjustified Actions ( UA), 13-Copycat Behaviour (CB),
16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were significant at
α =.01.
The results indicated that Punjabi movies affected behaviour of different
groups of youth with different occupation level in different factors. Back masking
84
Effect and Unjustified Actions are affected in unemployed group of Punjabi movie
watchers. Domestic Violence and Emotional Actions are affected in private service
employed group of Punjabi movie watchers. Copycat Behaviour and Anti-social
Behaviour are affected in Government service employed group of Punjabi movie
watchers.
The hypothesis that the collective impact of Punjabi movies on the behaviour
of the youth in developing violence does not depend on the occupation of an
individual was rejected.
The f-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-
Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 7-Moral
Panic (MP), 12-Mental Illness (MI), 14-Vulgarity & Pornography (VP), and 15-
Action Against Injustice (AAI), were not significant.
It indicated that Punjabi movies equally affected different groups of youth
with different occupation level in different factors. It indicated that Punjabi movies
equally affected different groups of youth behaviour with business, students and
housewife occupation level in above mentioned factors.
85
Table 4.12
Analysis of Variance among the youth with different education level of family head
with (N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale
of Behaviour
Variables
Illiterate
(1)
Middle (2)
n=49
Matric (3)
n=67
Inter (4)
n=24
Graduation
(5)
Master(6)
n=7
F
Post n=4 M SD M SD M SD n=7 M SD hoc
M SD M SD
1-C E 3.32 1.00 2.81 0.98 3.32 1.04 2.63 0.85 2.65 0.89 3.43 0.53 3.20** 4≤5≤2≤ 3=1≤6
2-AB 3.63 0.95 3.31 0.75 3.82 0.79 3.17 0.65 3.30 0.66 2.86 1.07 3.15** 6≤4≤5=
2≤1≤3
3-C N 2.63 1.01 2.47 0.77 2.91 1.15 2.30 0.53 2.49 0.61 2.57 0.98 1.58
4-PD 4.32 0.88 3.69 0.89 3.55 0.80 3.33 1.09 3.41 0.76 3.43 0.53 3.57** 4=5=
6≤3≤2≤
1
5-LV 2.89 1.05 2.86 0.96 3.00 1.02 2.63 0.85 3.03 0.83 3.14 0.38 0.82
6-DV 4.53 0.61 4.19 0.92 4.23 0.68 4.43 0.97 3.27 1.02 3.57 1.13 8.37** 5≤6≤2≤
3≤4≤1
7-MP 2.95 0.62 2.89 1.01 2.86 0.99 2.57 0.90 2.51 0.90 2.57 0.79 1.19
8-TV 4.32 0.67 3.58 1.25 3.59 1.14 3.13 1.14 3.05 1.08 3.29 1.11 3.98** 5≤4≤6≤
2=3≤1
9-BE 4.26 0.93 4.08 0.84 4.00 1.11 3.33 0.99 3.32 1.13 3.29 1.38 4.49** 6=5=4
≤3=2≤1
10-ASB 3.21 1.13 2.89 1.01 3.00 1.07 2.67 0.88 2.54 0.69 2.57 0.53 1.81
11-UA 4.21 0.66 3.87 0.91 4.09 0.72 3.44 1.05 3.35 0.96 3.52 1.05 3.89** 5≤4≤6≤
2≤3≤1
12-MI 2.79 1.03 2.50 1.00 2.77 1.31 2.23 0.73 2.41 0.80 2.29 0.76 1.32
13-C B
3.79
1.23
3.64
1.22
4.41
0.85
3.50
1.14
3.73
1.04
3.71
0.95
1.94
14-V P 2.00 1.05 2.03 1.03 2.41 1.33 2.53 0.90 2.68 0.88 2.57 0.53 2.23* 1=2≤3≤
4=6≤5
15-A AI 4.53 0.84 4.31 0.67 4.27 0.98 3.60 1.33 3.27 1.35 3.57 0.98 5.86** 5≤6=4≤
3=2≤1
16-E A 4.26 0.52 3.96 0.74 4.03 0.75 3.46 0.90 3.42 0.95 3.57 1.05 4.48** 5=4≤6≤
2≤3≤1
T IM 4.09 0.50 3.78 0.53 4.01 0.73 3.45 0.49 3.46 0.47 3.57 0.47 6.43** 4=5≤6≤
2≤3≤1
** P < .01 Level of significance, *P < .05 Level of significance
F-values for the constructs of Movie Impact Scale of Behaviour, 1-Cultivation
Effects (CE), 2-Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-Domestic
Violence (DV), 8-Volatility (TV), 9-Backmasking Effect (BE), 11-Unjustified
86
Actions (UA), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA), and
17-Total Impact of Movies (TIM) were significant at α =.01 and the F-values for, 14-
Vulgarity & Pornography(VP), was significant at α =.05.
It indicated that Punjabi movies affected behaviour of different groups of
youth with different education level of family head in different factors. Psychiatric
Disorder, Domestic Violence, Temporal Volatility Back masking Effect, Unjustified
Actions, and Action against Injustice, Emotional Actions and Total Impact of Movies
are affected in illiterate education level of family head group of Punjabi movie
watchers. Aggressive Behavior is affected in matric education level of family head
group of Punjabi movie watchers. Vulgarity & Pornography is affected in graduation
education level of family head group of Punjabi movie watchers. Cultivation Effects
is affected in master education level of family head group of Punjabi movie watchers.
F-values for, the constructs of Movie Impact Scale of Behaviour, 3-Criminal
Nature (CN), 5-Law Violence (LV), 7-Moral Panic (MP), 10-Anti-socialBehaviour
(ASB), 12-Mental Illness (MI), and 13-Copycat Behaviour (CB), were not significant.
It indicated that Punjabi movies equally affected different groups of youth
behaviour with different education level of family head in different factors. It
indicated that Punjabi movies equally affected different groups of youth behaviour
with middle and intermediate education level of family head in above mentioned
factors.
The hypothesis that the cumulative impact of Punjabi movies in developing
violent behaviour of the youth from highly educated families and lowly educated
families is uniform was rejected. It was further concluded that Punjabi movies have
significant effects on the behaviour of the youths of different education level of
family head.
87
Table 4.13
Analysis of Variance among the youth different occupation level of family head with
(N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of
Behaviour
Variables
Unemployed Business Private Executive Govt. Govt. job
(1) (2) job(3) (4) job(5) grade17&
above(6)
n=9 n=75 n=37 n=10 n=18 n=2 f Post
M SD M SD M SD M SD M SD M SD hoc
1-C E 3.67 0.71 2.96 1.02 2.62 0.86 3.10 0.99 2.72 0.89 3.00 0.00 2.09
2-AB 4.11 0.78 3.53 0.76 3.11 0.70 2.70 0.67 3.28 0.75 3.00 0.00 5.29** 4<3<6<
5<2<1
3-C N 3.13 1.22 2.49 0.84 2.26 0.43 2.60 0.84 2.78 0.81 3.00 0.00 3.43** 3<2<4<
5<6<1
4-PD 4.44 0.53 3.64 0.95 3.35 0.89 3.50 0.53 3.61 0.98 3.00 0.00 2.39* 6<3<4<
5<2<1
5-LV 3.44 1.13 2.84 0.87 2.65 0.79 2.70 0.82 3.44 1.04 3.00 0.00 2.82* 3<4<2<
6<5=1
6-DV 4.67 0.50 4.03 1.00 3.41 1.12 3.50 0.71 3.67 0.77 4.00 0.00 3.74 3<4<5<
6=2<1
7-MP 3.56 0.88 2.88 0.93 2.32 0.67 2.20 0.79 2.72 0.96 3.00 0.00 4.51** 4<3<5<
2<6<1
8-TV 4.11 0.78 3.65 1.18 3.14 1.06 2.50 1.08 3.44 1.15 3.00 0.00 3.22** 4<6<3<
5<2<1
9-BE 4.67 0.50 3.77 1.13 3.24 1.06 3.70 1.06 4.00 0.77 4.00 0.00 3.35** 3<4=2<
5=6<1
10-ASB 4.00 1.00 2.80 1.00 2.51 0.65 2.60 0.70 2.89 0.90 3.00 0.00 4.17** 3<4<5<
2<6<1
11-UA 4.37 0.51 3.85 0.95 3.48 0.90 3.00 1.01 3.70 0.89 4.00 0.94 2.97** 4<3<5<
2<6<1
12-MI 3.44 0.59 2.53 0.93 2.19 0.78 2.60 0.52 2.33 0.97 3.00 0.00 2.96** 3<5<2<
4<6<1
13-C B 4.33 1.00 3.87 1.15 3.46 1.07 3.20 0.92 4.06 1.11 3.50 0.71 1.96
14-V P 2.78 1.39 2.27 1.08 2.27 0.84 2.40 0.70 2.61 1.09 3.50 0.71 2.96** 2=3<4<
5<1<6
15-A AI 4.33 1.00 4.04 1.02 3.73 1.24 3.60 0.84 3.78 1.70 2.50 0.71 1.37
16-E A 4.52 0.38 3.81 0.80 3.36 0.94 3.60 0.84 4.15 0.80 3.17 0.71 4.42** 6<3<4<
2<5<1
T IM 4.55 0.63 3.78 0.58 3.38 0.33 3.37 0.36 3.78 0.60 3.70 0.13 8.70** 4=3<6<
2=<5<1
** P < .01 Level of significance, *P < .05 Level of significance
F-values for the constructs of Movie Impact Scale of Behaviour, 2-Aggressive
Behavior (AB), 3-Criminal Nature (CN), 6-Domestic Violence (DV), 7-Moral Panic
(MP), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti Social
Behaviour (ASB), 11-Unjustified Actions (UA), 12-Mental Illness (MI), 14-Vulgarity
& Pornography(VP), 16-Emotional Actions (EA), and 17-Total Impact of Movies
88
(TIM) were significant at α .01. The F-values for, 4-Psychiatric Disorder (PD) and 5-
Law Violence (LV), were significant at α =.05.
It indicated that Punjabi movies affected different groups of youth behaviour
with different occupation level of family head in different factors. Aggressive
Behavior, Criminal Nature, Psychiatric Disorder, Law Violence, Domestic Violence,
Moral Panic, Temporal Volatility, Back masking Effect, Anti-social Behaviour,
Unjustified Actions, Mental Illness, Emotional Actions, and Total Impact of Movies
are affected in unemployed family head group of Punjabi movie watchers. Vulgarity
& Pornography factors are affected in Govt. job grade17& above of family head
group of Punjabi movie watchers.
The constructs of Movie Impact Scale of Behaviour, 1-Cultivation Effects
Copycat Behaviour and Action against Injustice were not significant. It indicated
that Punjabi movies equally affected different groups of youth behaviour with
different occupation level of family head in above mentioned factors in
Unemployed Business, Private Job and Executive Govt. job.
The hypothesis that the cumulative impact of Punjabi movies in developing
violent behaviour of the youths is not dependent on the occupation of the parents of
an individual was rejected.
It was further concluded that Punjabi movies have significant effects on the
behaviour of the youth with different occupation level of family head.
89
Table 4.14
Analysis of Variance among the youth with different income level of family head with
(N=151) exposure groups to Punjabi movies with Score of Movie Impact Scale of
Behaviour
Below
5000(a)
6000-
10000 (2)
11000-
20000 (3)
21000-
40000 (4)
Above
41000 (5)
f Post
hoc n=21 n=92 n=23 n=13 n=2 M SD M SD M SD M SD M SD 1-CE 3.43 1.08 2.83 0.8 2.78 0.10 2.85 1.21 2.50 0.71 1.94 2-AB 3.67 0.91 3.27 0.7 3.30 0.82 3.69 0.95 3.50 0.71 1.73
1 3-C N 2.76 1.18 2.45 0.72 2.43 0.59 2.92 1.04 2.50 0.71 1.52
4-PD 4.10 0.77 3.47 0.99 3.65 0.77 3.62 0.65 3.50 0.71 2.09
5-LV 2.86 0.96 2.83 0.94 2.96 0.88 3.23 0.60 3.50 0.71 0.82
6-DV 4.57 0.60 3.61 1.04 3.91 0.90 4.08 0.95 4.00 1.41 4.58** 2≤3≤5
=4≤1
7-MP 3.29 0.84 2.70 0.82 2.39 0.94 2.62 1.26 2.50 0.71 3.02* 3≤5≤4
≤2≤1 8-TV 3.86 1.06 3.30 1.16 3.39 1.27 3.69 0.95 4.50 0.71 1.60
9-BE 4.29 0.78 3.49 1.12 3.96 0.98 4.00 1.08 4.00 0.00 3.16** 2≤3≤4
=5≤1
10-ASB 3.19 1.17 2.71 0.91 2.74 0.86 3.00 0.82 2.50 0.71 1.37
11-UA 4.08 0.72 3.56 0.95 3.91 0.94 3.90 1.06 3.67 1.88 1.78
12-MIS 3.05 1.16 2.40 0.85 2.22 0.95 2.77 1.09 2.00 1.00 2.99* 5≤3≤2
≤4≤1
13-C B 4.00 1.05 3.74 1.15 3.74 1.01 3.54 1.33 4.50 0.71 0.58
14-V P 1.95 1.20 2.33 0.95 2.61 0.99 2.85 1.21 2.50 0.71 1.96
15- AAI 4.52 0.75 3.68 1.22 4.00 1.13 4.23 1.09 4.00 1.44 2.69* 2≤3=5
≤4≤1
16-E A 4.14 0.62 3.68 0.87 3.64 0.94 3.95 0.88 3.50 1.65 1.54
T IM 4.10 0.66 3.58 0.54 3.66 0.46 3.93 0.69 3.14 0.84 4.17** 5≤2≤3
≤4≤1
** P < .01 Level of significance, *P < .05 Level of significance
F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic
Violence (DV), DV, 9-Backmasking Effect (BE) and 17-Total Impact of Movies
(TIM)TIM were significant at α =.01. The F-values for, 7-Moral Panic (MP), 12-
Mental Illness (MI), and 15-Action Against Injustice (AAI), was significant at α =.05.
It indicated that Punjabi movies affected behaviour of different groups of
youth with different income level of family head in different factors. Domestic
90
Violence, Moral Panic, Back masking Effect, Mental Illness, Action against Injustice
and Total Impact of Movies are affected in below Rs. 5000 levels of income of family
head group of Punjabi movie watchers
F-values for the constructs of Movie Impact Scale of Behaviour, Cultivation
Effects, Aggressive Behavior, Criminal Nature, Psychiatric Disorder, Law Violence,
Temporal Volatility, Anti-social Behaviour, Unjustified Actions, Copycat Behaviour,
Vulgarity & Pornography, and Emotional Actions, were not significant and equally
affected in all income levels of family head group of Punjabi movie watchers above
Rs. 5000 .
The hypothesis that the collective impact of Punjabi movies in developing
violent behaviour among youth with high and low economic status is equal
was rejected. It was further concluded that Punjabi movies have significant effects on
the behaviour of the youths of different income levels of family head.
91
Chapter V
SUMMARY, FINDINGS, DISCUSSION, CONCLUSIONS
AND RECOMMENDATION
5.1 Summary
The contemporary media of mass entertainment with sophisticated
technology, inspiring audio-visual effects and state-of-the-art techniques possess the
potential to change a very small incident into a significant one by presenting it on the
silver screen. The bombardment of violent imageries on television and cinema is
producing great social, economic, cultural, and complex behavioural changes in
Pakistani society. The objective of the present study is to explore link that may be
present between exposure to the violence-saturated Punjabi movies and their impact
on Pakistani youth with special focus to the province of Punjab which is the only area
in the country for the production and exhibition of these movies.
Punjab is the largest province of Pakistan in terms of population and Punjabi
is a native language of its population. Punjabi movies are very effective source of
entertainment for the population that constitutes 48% of the total population of the
country. These movies influence the socio-cultural life of the youth by introducing
new trends in behaviour.
Some Punjabi movies communicate a message of parental obedience,
humanity and respect for other sects of the society and infuse some sort of sense of
social responsibility toward the protection of the oppressed, others show extremely
violent and barbaric scenes of physical torture bloodshed and songs based on
vulgarity. It is considered that second category of the movies develop emulative
behaviour in the real life of the viewers if they are exposed to them repeatedly.
92
Although, it is quite contrary to the existing Pakistani laws governing the
production of movies such movies as may contain elements of vulgarity,
pornography, callous fights, and horrible scenes of bloodshed, the production of these
gory movies continues unabated.
Sultan Rahi, the legendary hero of hundreds of Punjabi movies and the king of
bloodshed introduced the toxic trend of killing hundreds of his rivals by himself
rather than taking them to the court of law.
Humorous movies, romantic movies, art movies, horror movies, and action
movies are the main types of Punjabi movies and almost all of them represent
violence. Humorous Punjabi movies of the 1970s and 1980s depicted happy violence.
They left behind a clear social message about the about the type of social behaviour
that was liable to be penalized. Also, the rate of crime during 1970-80 was low
compared with the present rate of crime in the country. In the humorous Punjabi
movies, the villain was caught either by the people or by police and in either case was
punished by the law. In contrast to the humorous movies, the violent movies
introduced justifiability of the violence. Thus movies with scenes of extrajudicial
killings and revengeful bloodshed captured the cinema market of Punjab. The villain
along with his accomplices was killed by the hero at the end of the movie. In other
words, the concept of the hero emerged as a person who must kill all his enemies by
himself before the end of the movie. This tend gave birth to violence-hungry viewers
and the violence-saturated movies began to rule over cultural industry of Punjab.
Media experts opine that such type of representations encourage youth to
emulate violent behaviour. When a hero commits an act of extreme violence for a
justifiable good reason for protecting the helpless and the oppressed, the situation
may turn out to be more problematic. It makes hero‘s violence justifiable as compared
93
to the violence by a villain.
The movies provide the audience with jovial life patterns. The movies under
consideration are humorous and action movies. Punjabi movies are shown on big
screen; and through cable network. Watching of these movies is quite affordable at
home cable connection with 30 to 100 channels costs only 100 to 300 rupees (almost
US $1 to 4) per month depending upon the locality and availably of channels.
Certain factors like injustice, poverty, illiteracy, lawlessness, and
unemployment have goaded the situation further. Hence, the exposure to these movies
either teaches the audience a lesson or leads to arousal of anger that may cause
behavioural changes.
It is common perception that when viewers suffering from economic
deprivations and injustice watch these movies, they try to emulate their hero in real
life to solve problem forcefully.
Long term exposure to these movies may lead a viewer to learn either certain
positive traits or emotional imbalances causing psychological problems. Exposure to
certain critical scenes conforming to the harsh realities of the past of a viewer may
desensitize him; lead him to positive change, cause anxiety, moral panic or
depression.
Study in hand is concerned with the impact of Punjabi movies on youth
whether exhibited in cinema houses or on television or via cable network.
The objectives of the study included: 1) explore the factors of youth behaviour
affected by the movies. 2) Validate the Movie Impact Scale of Behaviour (MISB) to
measure the youth behaviour. 3) Find out the difference of violence between the
Punjabi movie watchers and non-movie watchers. 4) Find the impacts of movies on
youth behaviour with less and more exposures of movies. 5) Identify the effects of
94
movies on male and female youth behaviour 6) Find out the effects of movies on
youth behaviour with different age groups 7) Explore the impacts of movies on youth
behaviour with different educational levels 8) Trace out the impacts of movies on
youth behaviour with different economic status of parents 9) Investigate the impacts
of movies on youth behaviour with different occupations of the parents 11) Identify
the impacts of movies on youth behaviour with different educational levels of the
parents 12) Find the impacts of movies on youth behaviour with different conviction
status.
Pakistan, a land of inter-cultural understanding as well as inter-communal
harmony is currently facing a strong wave of violence. Its largest province, Punjab,
with its multicultural dynamics embraces Sikh community, Hindus and Christians
who have been respected, privileged and protected by Punjabis for decades.
Unfortunately, the tolerant culture of Punjab has been transformed into the culture of
violence. This extraordinary social change is due to media of mass entertainment
including Punjabi movies.
Pakistan, with sophisticated missile technology potential, is a nuclear power.
But it is facing extremely violent behaviour by certain ferocious and warlike groups.
This situation endangers its survival. It may trouble South Asia and shake the global
community if these groups begin to export violence across the borders.
Consequently, the situation demands understanding of the drives behind the
behavioural change to settle the issue before it becomes a headache for the world
community.
The study helped explore the link between the behavioural change of youth
because of because of Punjabi movies in terms of less exposure and frequent
exposure. Recommendations may help in normalizing the rising violence-based
95
criminal behaviour in the in the country.
What frustrates the media experts regarding the solution to media violence is
the lack of practical plans and they also accept as problem is rising day by day.
Profit– driven media lords are promoting the violence at unprecedented pace. It is not
just a coincidence. Events in everyday life have close resemblance with those
exhibited on screen. It is the financial incentive that drives the producers to select and
conceive a film (Trend, 2007).
The study in hand would not only provide practical plans to overcome this
problem of change in behaviour due to the impact of violent Punjabi movies but also
evaluate the gravity of the issue which would, consequently, envision the film
producers to provide better entertainment with a focus on reformation of Pakistani
society which already has tendency towards terrorism due poverty, social injustice
and economic inequalities that exist between the elite and the poor class. The study
provided the people an insight into the impact of Punjabi movies on the behaviour of
the youth. It would also provide guideline to the public policy makers of the cultural
industry and movies producers to develop implementable ethics in their profession.
The study also provided the government the real picture of the impact of Punjabi
movies on society.
Purpose of the study was to explore the factors of youth‘s behaviour affected
by the Punjabi movies and to validate the Movie Impact Scale of Behaviour (MISB)
in order to measure the change in youth‘s behaviour. The study explored the effects of
Punjabi movies on behaviour of the youth with different demographics,
socioeconomic conditions and convictional status of the youth.
The study was of descriptive and causal comparative in nature. It included in-
depth interviews of Punjabi movie watchers and non-watchers in natural settings
96
along with observations of the focus group. Data was collected from two groups of
frequently movie watchers and non-movie-watchers. In the study, two Focus Groups
were conducted among diversified groups representing youth (from both genders),
educationalists, psychologists, sociologists, criminologists, film industry stars,
cultural reporters, law experts, cultural studies experts, representative of the media
industry, Punjabi movie song writer, representative of the movie producers and
intellectuals, to collect data about impact of Punjabi movies on youth behaviour.
Explanation and interpretation of Focus Groups provided information regarding
spontaneous feelings and the reasons of change in behaviours. Members of leading
Non-Governmental Organizations (NGOs) were invited, discussion were invited to
discuss the topic of dissertation. Initially discussion was recorded on a digital recorder
and then it was transferred to computer for data analysis.
Movie Impact Scale of Behaviour (MISB) was developed to measure the
behaviour of the youth. The scale was based on literature and validated through four
distinctive developmental phases: instrument construction, administration, scoring,
and interpretation.
The design of the study included the preparation of Movie Impact Scale of
Behaviour (MISB) to measure the behaviour of the youth. Content and Factorial
validities were established. Reliability of the Movie Impact Scale of Behaviour
(MISB) was determined with Cronbach‘s Alpha.
Movie Impact Scale of Behaviour was based on two communication theories
related to behavioural change including Cultivation Theory (Gerbner, and Gross
1970s) and Social Cognitive Theory (Bandura, 1986). It consisted of following
diverse factors including Cultivation Effects (first order and second order),
Aggression (behavioural, physical and instrumental), Criminal nature (larceny,
97
sexual abuse, abduction and homicide), Psychiatric disorder (frustration and anxiety),
Law violence (signal breaking, queue breaking, retaliatory behaviour and justifiable
behaviour), Domestic violence (violence against children, spousal violence and street
violence), Moral panic (negative impact on society, violation of others‗ rights),
Temperamental volatility (reaction in a mob, participation in purges and pogroms),
Back masking, Antisocial behaviour (self-oriented and others‘ oriented ), Unjustified
actions (Herd mentality, Scapegoat behaviour and Mass Hysteria), Mental illnesses
(Sadism and masochism), Copycat Behaviour, Vulgarity and pornography,
action against injustice, Emotionalism (expressions and actions).
For preliminary tryout, analysis of statements and for the validity and
reliability of the instrument, 115 items were constructed using the above
mentioned 26 constructs. 17 frequent Punjabi movie watchers (ten male and seven
female) and 15 non-watchers (nine male and six female) from youth were interviewed
with the help of Movie Impact Scale of Behaviour to conduct pilot study. Data
collected from the pilot study was analyzed and some statements were removed, or
revised in the lights of results and content analysis by experts. After the pilot study,
92 items were found valid for 16 constructs.
For the scoring, Likert scale was used to measure the behaviour of the
respondents. The interview guide was based on five point rating scale i.e., strongly
agree, agree, Undecided, disagree, and strongly disagree. Options given below were
tabulated by inverse weighing respectively, 1st choice; 5 points, 2nd choice; 4 points,
3rd choice; 3 points, 4th choice; 2 points, 5th choice; 1 point. 32 youths were
interviewed from both genders with the help of Movie Impact Scale of Behaviour in
which 17 were used to watching movies on regular basis while the 15 were non-
watchers of the Punjabi movies. It was done to discriminate between the scores of
98
MISB of frequent movie watchers and non-movie watchers. It was assumed that
movies watchers would have got more scores than the non-Punjabi movie watchers. It
was observed true in the pilot study.
Youth including male and female of age group ranging from 15 to 24 years
with frequent Punjabi movie watching behaviour in Punjab constituted the population
of the study.
The sample of the study was selected from the population considering each
division being clusters of Punjab Province. Four clusters were selected randomly from
the eight divisions as cluster from the Punjab province. A total sample of 177 youth
from both genders was taken out of which 151 were those who were used to watching
Punjabi movies frequently and 26 youth were those who were not used to watching
the movies. They were interviewed as sample from the four divisions of the Punjab
province. 101 male and female youths from the respective groups of movie-watchers
and non-movie-watchers were selected from each of the divisions as clusters based on
purposive sampling technique.
The Sample was chosen from the Province of Punjab because Punjabi movies
are not exhibited in the rest of the four provinces including Sindh, Balochistan,
Khyber Pakhtunkhwa (new name given to former North Western Frontier Province in
2010), Gilgit Biltistan (new province of Pakistan announced in 2009) as their
languages are entirely different from Punjabi.
For establishing the content validity of the Movie Impact Scale of Behaviour
(MISB), judgmental procedure was used. A panel of five experts was consulted. The
experts had a long experience of psychological and communicational observations
and interviewing the different individuals for different purposes. On the
recommendations of the experts the language, content and items of the Movie Impact
99
Scale of Behaviour (MISB) were finalized for further study.
Factor analysis was run on scores attained from the interview with the help of
Movie Impact Scale of Behaviour to determine the construct validity. Exploratory
factor loading to map out the most important variables for the Movie Impact Scale of
Behaviour (MISB) was explored on the basis of data collected from the sample of the
study. Confirmatory factor analysis was run for the confirmation of sub-scales to
confirm the variables in the scale as were selected in the exploratory factor analysis in
the pilot test.
Reliability of Movie Impact Scale of Behaviour (MISB) was determined in
terms of internal consistency and stability. The stability of the (MISB) was
determined by means of the test-retest reliability analysis by selecting 15 of the
youths from one of the clusters. They were interviewed again and scored on MISB.
The attained scores were compared with the first interview scores on MISB. The
consistency of both the scores confirmed the stability reliability of the MISB.
Consistency in the factors was established using exploratory factor analysis and
Cronbach‘s Alpha.
5.2 Findings
1- Two focus groups were conducted with diverse participants from relevant
background. The report of the focus group is as given below.
A star that has performed in more than 500 films as a hero, co- hero, or villain
and was saying that it was a crime. But at the same time he views that acts of barbaric
violence portrayed in Punjabi movies are justifiable in terms of reflection of social
happenings and the public demand.
The cultural reporter termed these movies as unrepresentative of the culture of
Punjab as people of Punjab are not as brutal, ferocious and unruly as they are depicted
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in the movies. He also lamented the trend of introducing killers, the wicked and the
most notorious persons as role models by portraying them as heroes in films. He also
criticized producers who have introduced violence not as act of crime but as a culture
of violence to the society. He argued that extreme poverty, unemployment and
injustice or delayed justice makes the youth forget consequences of the crime.
A female representative of the youth argued that Movies don‗t promote
violence as developing of violence in an individual partly depends on genetic
makeup.
A male representative of youth observed that his students who watch violent
Punjabi movies show signs of little bit different attitude than those who do not.
The law expert analyzed that the violent and criminal nature of an individual
depends on certain factors that pave the path to violent behaviour like broken family,
contentious nature of parents, low economic status, anti-religion approach, revengeful
traditions of the region. Hence, films are neither good nor bad. It all depends on the
perception of the person on the receiving end how he interprets them.
A psychologist observed stated that romantic movies too have some acts of
violence even a love story doesn‗t escape. These movies do exercise deep-rooted
impact on immature minds and even in shaping up youth behaviours. He observed
that the modeling aspect of social learning theory provides ample evidence that
movies bring about changes in youth behaviour by providing them role models in the
form of heroes who provide them stimulus for thought and action in real life.
Physiological and neurological changes produce chemical changes which appear in
blood if an individual is continuously exposed to violent acts or aggression.
Neurological changes take place when we watch different actions that initiate
impulses. Consequently, the movies became a considerable source of anxiety for the
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youth. He concluded that Punjabi movies do generate violence.
A religious scholar said that Punjabi movies have played a great role to
enliven the Punjabi language in an age when people are rapidly shifting over modern
languages of international value. These movies have revived the Punjabi language
through their songs and dialogues. But side by side, they have equally promoted
vulgarity, and sensual thoughts, leading the youth to the crime of passion and sexual
abuse.
A representative of electronic channel and experienced journalist reprimanded
the Punjab cultural industry for promoting criminals as heroes and said that the trend
has transformed the culture of peace into a culture of violence by introducing a crime
wave among the youth. He linked the rising crime culture in Pakistan with these
movies and suggested that entertainment industry should give up stereotype stories
and need to adopt innovative writers with diverse multicultural experiences touching
the socio-economic problems of the common man.
A participant from cultural industry who had written more than 25 thousand
songs in Punjabi as well as Urdu language for Pakistani and Indian film industry
suggested that He supported the biological and sociological impacts of films on the
youth as stated by other participants. He conclusively remarked that fabric of the story
of a film, performance of the artists and audio visual techniques appeal the audience.
Present movies are not up to the standard of morality nor can they be a match of
Indian much-investing cultural industry which has recently been allowed to exhibit its
movies in Pakistani cinema houses.
A an experienced criminologist claimed that people with low economic status
in society have more tendency to indulge in criminal activities like theft, abduction,
sexual abuse, physical violence or instrumental violence after being inspired by the
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acts of a role model shown as a hero in a Punjabi movie. He also stated that vulgar
songs exhibited in the movies stir up the youth emotions and those who are already
prone to sexual activities, fall in crime.
A representative of the film industry avowed that Punjabi movies uphold
sectarian unity but they cannot touch certain aspects of religion as it is a very
sensitive issue. She also viewed that majority of the Punjabi movies are supportive of
love, brotherhood and preach parental obedience to viewers.
A representative of the Non-profit Organization stated that Punjabi movies are
infusing the emotional trend of vindictive feelings and revengeful notions by
providing their justification. The movies teach the youth that they should work out
extrajudicial killings and punishment themselves instead of taking a criminal to the
court of law.
A communication & cultural studies expert said that Punjabi film industry is
deteriorating in its standards because of the lack of planning. Films should be
prepared according to the needs of the society and to prepare the new generation for
the future challenges. He added that Punjabi films can promote moral values and
inter-communal harmony if planned properly and used effectively as tool of
understanding, not merely as a source of entertainment.
2- Sixteen factors arranged in Varimax Rotation are indicated in Table 4.1. The
factor loading on sixteen factors confirmed hypothetical framework proposed
for the Movie Impact Scale of Behaviour. The factor loading for, the
constructs of Movie Impact Scale of Behaviour, 2-a) Behavioural Aggression
(1), 2-c) Instrumental aggression(1), 2-c) Instrumental aggression(1), 3-a)
larceny (1), 3-b) Sexual abuse(1), 3-d) Homicide (2), 4-a) Frustration(1), 4-b)
Anxiety (3), 4-b) Anxiety(4), 5-d) Justifiable Behaviour (2), 6-a) Violence
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Against Children(7), 10-b) Other anti-social(1), 13-Copycat Behaviour
(CB)(1), 16-a) Expression(2) and 11-Unjustified Actions (UA)(4), are
between 0.40-0.50. It indicated that above mentioned constructs of Movie
Impact Scale of Behaviour had sufficient factor loading for establishing the
factorial validity.
3- The factor loading for, the constructs of Movie Impact Scale of Behaviour, 2-
b) Physical aggression, 2-c) Instrumental aggression (2), 1-a) Cultivation
effect 1st order (2), 1-b) Cultivation effect 2nd order (1), 2-b) Physical
aggression (1) ,2-b) Physical aggression (2), 2-b) Physical aggression (3), 2- c)
Instrumental aggression (2), 2- c) Instrumental aggression (3), 3-a) larceny
(2), 3-c) Abduction (1),3-c) Abduction (2), 3-d) Homicide (1), 4-b) Anxiety
(2), 4-b) Anxiety (1), 5-a) Signal breaking (1), 5-a) Signal breaking (2), 5-b)
Queue breaking (1), 5-c) Retaliatory Behaviour (1), 5-d) Justifiable
Behaviour (1), 6-a) Violence Against Children (2), 6-a) Violence Against
Children (3), 6-a) Violence Against Children (4), 6-a) Violence Against
Children (5), 6-a) Violence Against Children (6), 6-a) Violence Against
Children (7), 6-c) Street violence (1), 7-a) Negative Impact on society (1), 7-
a) -Negative Impact on society (2), 7-a) Negative Impact on society (3), 7-b)
Violation Other Right (1), 7-b) Violation Other Right (2), 8-a) Reaction in
mob (1), 8-b) Participation in Pogrom &Purges (1), 8-b) Participation in
Pogrom &Purges (2), 9-Backmasking Effect (BE) (1), 9-Backmasking Effect
(BE) (2), 9-Backmasking Effect (BE) (3), 10-a) Self Anti-social(1), 10-a) Self
Anti-social (2), 10-b) Other anti-social (2), 10-b) Other anti-social (3), 12-a)
Sadism (1), 12-a) Sadism (2), 12-b) Masochism (1), 12-b) Masochism (2), 13-
Copycat Behaviour (CB) (2), 13-Copycat Behaviour (CB) (3), 13-Copycat
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Behaviour (CB) (4), 14-a) Vulgarity (1), 14-a) Vulgarity (2), 14-b)
Pornography (1), 14-b) Pornography (2), 15-Action Against Injustice (AAI)
(1), 15-Action Against Injustice (AAI) (2), 15- Action Against Injustice
(AAI) (3), 15-Action Against Injustice (AAI) (4), 16-a) Expression (1), 16-a)
Expression (3), 16-b) Actions (2), 16-b) Actions (3), 11-Unjustified Actions
(UA) (1), 11-Unjustified Actions (UA) (2), 11-Unjustified Actions (UA) (3),
11-Unjustified Actions ( UA) (5), 11-Unjustified Actions ( UA) (6), are
between 0.60-0.70. It indicated that above mentioned constructs of Movie
Impact Scale of Behaviour had good factor loading for establishing the
factorial validity. (Table. 4.1)
4- The factor loading for, the constructs of Movie Impact Scale of Behaviour, 1-
a) Cultivation effect 1st order, 1-b) Cultivation effect 2nd order (2), 2-a)
Behavioural Aggression (2), 2-a) Behavioural Aggression (3), 3-b) Sexual
abuse (2), 4-a) Frustration (2), 5-b) Queue breaking (2), 5-c) Retaliatory
Behaviour (2), 6-a) Violence Against Children (1), 6-a) Violence Against
Children (2), 6-a) Violence Against Children (1), 6-c) Street violence (2), 8-a)
Reaction in mob (2), and 16-b) Actions (1), are 0.80 or above. It indicated
that above mentioned constructs of Movie Impact Scale of Behaviour had high
factor loading for establishing the factorial validity. (Table. 4.1)
5- Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of
Behaviour including,1-a) Cultivation effect 1st order, 2-a) Behavioural
Aggression, 2-b) Physical aggression, 3-c) Abduction criminal nature, 4-a)
Frustration, 5-d) Justifiable Behaviour, 6-c) Street violence, 7-a) Negative
Impact on society, 7-b) Violation Other Right, 8-a) Reaction in mob, 8-b)
Participation in Pogrom &Purges,11-a) Herd mentality, 11-b) Scapegoat and
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16-a) Expression are between 0.30 and 0.50. It is indicated that these
constructs had acceptable range of coefficient for reliability of the Movie
Impact Scale of Behaviour. (Table. 4.2)
6- Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 1-b) Cultivation effect 2nd order, 2-c) Instrumental
aggression, 3-a) larceny, 4-b) Anxiety, 5-a)Signal breaking, 6-b) Violence
against spouse, 9-Backmasking Effect, 10-a) Self Anti-social, 10-b) Other
anti-social, 11-c) Mass hysteria, 15-Action Against Injustice and 16-b)
Actions are between 0.60 and 0.70. It is indicated that these constructs had
good range of coefficient for reliability of the Movie Impact Scale of
Behaviour. (Table. 4.2)
7- Cronbach‘s Alpha Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 3-d) Homicide, 5-c) Retaliatory Behaviour, 14-b)
Pornography, 14-a) Vulgarity, 5-a) Signal breaking, 3-b) Sexual abuse, are
above 0.70. It is indicated that these constructs had very good range of
coefficient for reliability of the Movie Impact Scale of Behaviour. (Table. 4.2)
8- Correlation Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 2-Aggressive Behavior (AB), 4-Psychiatric Disorder
(PD), 6-Domestic Violence (DV), 8-Temporal Volatility (TV), 16-Emotional
Actions (EA) and Total Impact of Movies (TIM) are above 0.60. It is
indicated that these constructs had good range of coefficient for reliability of
the Movie Impact Scale of Behaviour. (Table. 4.3)
9- Correlation Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 1-Cultivation Effects (CE), 3-Criminal Nature (CN), 5-
Law Violence (LV), 9-Backmasking Effect (BE), 10-Anti-socialBehaviour
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(ASB), 11-Unjustified Actions (UA), 13-Copycat Behaviour (CB), 14-
Vulgarity & Pornography (VP) and15-Action Against Injustice (AAI) are
above 0.70. It is indicated that these constructs had very good range of
coefficient for reliability of the Movie Impact Scale of Behaviour. (Table. 4.3)
10- Correlation Coefficients for the constructs of Movie Impact Scale of
Behaviour including, 7-Moral Panic (MP) and 12-Mental Illness
Sadomasochism (MIS) are above 0.80. It is indicated that these constructs had
very good range of coefficient for reliability of the Movie Impact Scale of
Behaviour. (Table. 4.3)
11- The constructs of Movie Impact Scale of Behaviour including, 2-a)
Behavioural Aggression, 2-b) Physical aggression,, 3-Criminal Nature (CN),
4- Psychiatric Disorder (PD), 5-Law Violence (LV), 6-Domestic Violence
(DV), 7-Moral Panic (MP) 8-Temporal Volatility (TV), 9-Backmasking Effect
(BE), 10-Anti-socialBehaviour (ASB), 11-Unjustified Actions (UA), 12-
Mental Illness (MI), 13-Copycat Behaviour (CB), 14- Vulgarity &
Pornography(VP) 15-Action Against Injustice (AAI), 16-Emotional Actions
(EA) and 17-Total Impact of Movies (TIM) had mean scores more than 3.5
which indicated that frequent Punjabi movie watchers agreed with the
indicators of violence in their behaviour. (Table. 4.4)
12- The constructs of Movie Impact Scale of Behaviour including, 1-a)
Cultivation effect 1st order, 1-b) Cultivation effect 2nd order, 1-Cultivation
Effects (CE), 2-c) Instrumental aggression, 2-Aggressive Behavior (AB), 3-b)
Sexual abuse, 3-d) Homicide, 3-Criminal Nature (CN), 5-Law Violence (LV),
7-a) Negative Impact on society, 7-b) Violation Other Right, 7-Moral Panic
(MP), 8-Temporal Volatility (TV), 10-a) Self Anti-social, 10-b) Other
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anti-social, 10-Anti Social Behaviour (ASB), 12-b) Masochism, and 14-b)
Pornography had mean values more than 2.5 scores on the Movie Impact
Scale of Behaviour which indicated the more violent behaviour among youth
watching Punjabi movie. (Table. 4.4)
13- The constructs including 3-a) larceny criminal nature, 3-c) Abduction criminal
nature, 5-a) Signal breaking, 5-b) Queue breaking, 12-a) Sadism, 14- a)
Vulgarity and 14-Vulgarity & Pornography (VP), had mean scores less than
2.5 on Movie Impact Scale of Behaviour which indicated that no above
mentioned violence indicators are present in the behaviour of Punjabi movie
watchers. (Table. 4.4)
14- The t-values for, the constructs of Movie Impact Scale of Behaviour, 2-
Aggressive Behavior (AB), 3-Criminal Nature (CN), 4-Psychiatric Disorder
(PD), 5-Law Violence (LV), 6-Domestic Violence (DV), 7-Moral Panic
(MP), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 11-
Unjustified Actions ( UA), 12-Mental Illness (MI), 13-Copycat Behaviour
(CB), 16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM)
were significant at α =.01. Independent Samples t-test indicated that frequent
Punjabi movie watchers showed the above mentioned indicators of violent
behaviour. On the other hand, the t-values for 1-Cultivation Effects (CE), 10-
Anti-social Behaviour (ASB), 14-Vulgarity & Pornography (VP), and 15-
Action against Injustice (AAI), were not significant. So, Independent Samples
t-test indicates that non-watchers of the Punjabi movies showed the above
mentioned indicators of violence in their behaviour which were not the effects
of Punjabi movies but indicated the violent behaviour. So the hypothesis that
the cumulative impact of Punjabi movies on the watchers differentiates them
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from non-watchers in behavioural trait was accepted. (Table. 4.5)
15- The t-values for, the constructs of Movie Impact Scale of Behaviour, 1-
Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-Criminal Nature
(CN), 5-Law Violence (LV), 7-Moral Panic (MP), 8-Temporal Volatility
(TV), 10-Anti Social Behaviour (ASB), 12-Mental Illness (MI), 14-
Vulgarity & Pornography(VP), 17-Total Impact of Movies (TIM) were
significant at α=.01 and 9-Backmasking Effect (BE) and 15-Action Against
Injustice (AAI), were significant at α =.05. Independent Samples t-test
indicated that more Punjabi movie watchers showed the above mentioned
indicators of violent behaviour more as compared to the less Punjabi movie
watchers. On the other hand, the t-values for 4-Psychiatric Disorder (PD), 6-
Domestic Violence (DV), 11-Unjustified Actions (UA), 13-Copycat
Behaviour (CB), and 16-Emotional Actions (EA) were not significant.
Independent Samples t-test indicated that less-watchers of the Punjabi movies
had less effects of above mentioned indicators of violence in their behaviour.
The hypothesis that the cumulative impact of Punjabi movies on youth is not
dependent on the time span for which they are exposed to these movies was
rejected. (Table. 4.6)
16- The t-values for the constructs of Movie Impact Scale of Behaviour, 2-
Aggressive Behavior (AB), 4-Psychiatric Disorder (PD), 6-Domestic
Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-
Anti Social Behaviour (ASB), 11-Unjustified Actions (UA), 12-Mental
Illness (MI), 13-Copycat Behaviour (CB), 15-Action Against Injustice (AAI),
16-Emotional Actions (EA) and 17-Total Impact of Movies (TIM) were
significant at α = .01 and t-values for 5-Law Violence (LV), and 1-Cultivation
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Effects (CE), were significant at α =.05. Independent Samples t-test indicated
that male Punjabi movie watchers showed the above mentioned indicators of
violent behaviour more as compared to the female Punjabi movie watchers.
On the other hand, the t-values for 3-Criminal Nature (CN), 7-Moral Panic
(MP), and 14-Vulgarity & Pornography (VP), were not significant.
Independent Samples t-test indicated that female-watchers of the Punjabi
movies showed less effects of above mentioned indicators of violence in their
behaviour as compared to male-watchers of the Punjabi movies. The
hypothesis that the cumulative effect of Punjabi movies in developing violent
behaviour among Male and female youth is equal as a result of exposure to the
Punjabi movies was rejected. (Table. 4.7)
17- F-values for the constructs of Movie Impact Scale of Behaviour, 7-Moral
Panic (MP), and 11-Unjustified Actions (UA), were significant at α =.05. It
indicated that different groups of youth behaviour watching movies using
different channels of entertainment. Punjabi movie watchers using cinema
were more influenced in Moral Panic. Punjabi movie watchers using Mini
Cinema were more influenced in Unjustified Actions as Herd mentality,
Scapegoat actions and Mass Hysteria Conclusively. (Table. 4.8)
18- F-values for the constructs of Movie Impact Scale of Behaviour,1-Cultivation
Effects (CE), 2-Aggressive Behavior (AB), 3-Criminal Nature (CN), 4-
Psychiatric Disorder (PD), 5-Law Violence (LV), 6-Domestic Violence (DV),
8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-Anti Social
Behaviour (ASB), 12-Mental Illness (MI), 13-Copycat Behaviour (CB), 14-
Vulgarity & Pornography(VP), 15-Action Against Injustice (AAI), 16-
Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were not
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significant. (Table. 4.8)
19- Hypothesis that the collective impact of Punjabi movies in developing violent
behaviour of the youth watching movies through different channels of
entertainment is equal was accepted. (Table. 4.8)
20- F-values for the constructs of Movie Impact Scale of Behaviour, 3-Criminal
Nature (CN), 4-Psychiatric Disorder (PD), 6-Domestic Violence (DV), 7-
Moral Panic (MP), 8-Temporal Volatility (TV), 10-Anti-socialBehaviour
(ASB), 11-Unjustified Actions (UA), 15-Action Against Injustice (AAI), 16-
Emotional Actions (EA) and Total Impact of Movies (TIM) were significant
at α =.01 and the F-values for, 13-Copycat Behaviour (CB), was significant at
α =.05.It indicated that different groups of youth with age group 22-24 were
influenced in 3-Criminal Nature(CN), 4-Psychiatric Disorder (PD), 6-
Domestic Violence (DV),7-Moral Panic (MP) 8-Temporal Volatility (TV),
10-Anti-social Behaviour (ASB), 15-Action Against Injustice (AAI), 16-
Emotional Actions (EA) and 17-Total Impact of Movies (TIM),11-
Unjustified Actions (UA), 12-Mental Illness (MI), 13-Copycat Behaviour
(CB), 15-Action Against Injustice (AAI), 16-Emotional Actions (EA), and
17-Total Impact of Movies (TIM). (Table. 4.9)
21- F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 5-Law
Violence (LV), 9-Backmasking Effect (BE), and 12-Mental Illness (MI), 14-
Vulgarity & Pornography (VP) were not significant. (Table. 4.9)
22- Hypothesis that the collective impact of Punjabi movies in developing violent
behaviour among youth is independent of their age groups was rejected.
(Table. 4.9)
23- F-values for, the constructs of Movie Impact Scale of Behaviour, 10-Anti-
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social Behaviour (ASB), 11-Unjustified Actions (UA), 15-Action Against
Injustice (AAI), and 16-Emotional Actions (EA) were significant at α =.01.
The f-values for 13-Copycat Behaviour (CB) was significant at α =.05. (Table.
4.10)
24- Punjabi movies affected different groups of youth behaviour with different
educational level in different factors. Antisocial behaviour and copycat
behaviour are affected in illiterate group of Punjabi movie watchers.
The illiterate people are commonly involved in copycat behaviour while
educated viewers are not greatly affected by violent content. Unjustified
Actions, Action against Injustice and Emotional Actions are affected in
middle level of education group of Punjabi movie watchers. (Table. 4.10)
25- F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-
Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 6-
Domestic Violence (DV), 7-Moral Panic (MP), 8-Temporal Volatility (TV), 9-
Backmasking Effect (BE), 12-Mental Illness (MI), 14-Vulgarity &
Pornography(VP), and 17-Total Impact of Movies (TIM) were not significant.
(Table. 4.10)
26- Hypothesis that Movies exercise the same collective effect in developing
violent behaviour of the youth groups regardless of their educational levels
was accepted. (Table. 4.10)
27- F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic
Violence (DV), 8-Temporal Volatility (TV), 9-Backmasking Effect (BE), 10-
Anti-social Behaviour (ASB), 11-Unjustified Actions ( UA), 13-Copycat
Behaviour (CB), 16-Emotional Actions (EA), and 17-Total Impact of Movies
(TIM) were significant at α=.01. (Table. 4.11)
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28- Punjabi movies affected different groups of youth behaviour with different
occupation level in different factors. Back masking Effect and Unjustified
Actions are affected in unemployed group of Punjabi movie watchers.
Domestic Violence and Emotional Actions are affected in private service
employed group of Punjabi movie watchers. Copycat Behaviour and Anti-
social Behaviour are affected in Government service employed group of
Punjabi movie watchers. (Table. 4.11)
29- Hypothesis that the collective impact of Punjabi movies on the behaviour of
the youth in developing violence does not depend on the occupation of an
individual was rejected. (Table. 4.11)
30- F-values for 1-Cultivation Effects (CE), 2-Aggressive Behavior (AB), 3-
Criminal Nature (CN), 4-Psychiatric Disorder (PD), 5-Law Violence (LV), 7-
Moral Panic (MP), 12-Mental Illness (MI), 14-Vulgarity & Pornography(VP),
and 15-Action Against Injustice (AAI) were not significant. (Table. 4.11)
31- Punjabi movies equally affected different groups of youth behaviour with
different occupation levels in above mentioned factors. It indicated that
Punjabi movies equally affect the behaviour of youth groups with business,
students and housewife occupation level in above mentioned factors. (Table.
4.11)
32- F-values for the constructs of Movie Impact Scale of Behaviour, 1-
Cultivation Effects (CE), 2-Aggressive Behavior (AB), 4-Psychiatric
Disorder (PD), 6-Domestic Violence (DV), 8-Temporal Volatility (TV), 9-
Backmasking Effect (BE), 11-Unjustified Actions (UA), 15-Action Against
Injustice (AAI), 16- Emotional Actions (EA), and 17-Total Impact of Movies
(TIM) were significant at α =.01 and the F-values for, 14-Vulgarity &
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Pornography(VP) was significant at α =.05. (Table. 4.12)
33- Punjabi movies affected different groups of youth behaviour with different
education levels of family heads in different factors. Psychiatric Disorder,
Domestic Violence, Temporal Volatility, Back masking Effect, Unjustified
Actions, Action Against Injustice, Emotional Actions and Total Impact of
Movies are affected in illiterate education levels of family heads group of
Punjabi movie watchers. Aggressive behaviors are affected in matric
education level of family head group of Punjabi movie watchers. Vulgarity &
Pornography is affected in graduation education level of family head group of
Punjabi movie watchers. Cultivation Effects is affected in master education
level of family head group of Punjabi movie watchers. (Table. 4.12)
34- F-values for the constructs of Movie Impact Scale of Behaviour, 3-Criminal
Nature (CN), 5-Law Violence (LV), 7-Moral Panic (MP), 10-Anti-
socialBehaviour (ASB), 12-Mental Illness (MI), and 13-Copycat Behaviour
(CB) were not significant. (Table. 4.12)
35- Punjabi movies equally affected different groups of youth behaviour with
different education levels of family heads in different factors. It indicated that
Punjabi movies equally affected different groups of youth behaviour with
middle and intermediate education level of family head in above mentioned
factors. (Table. 4.12)
36- Hypothesis that the cumulative impact of Punjabi movies in developing
violent behaviour of the youth from highly educated families and lowly
educated families is uniform was rejected. (Table. 4.12)
37- F-values for the constructs of Movie Impact Scale of Behaviour, 2-
Aggressive Behavior (AB), 3-Criminal Nature (CN), 6-Domestic Violence
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(DV), 7-Moral Panic (MP), 8-Temporal Volatility (TV), 9-
BackmaskingEffect (BE), 10-Anti-socialBehaviour (ASB), 11-Unjustified
Actions (UA), 12-Mental Illness (MI), 14-Vulgarity & Pornography (VP),
16-Emotional Actions (EA), and 17-Total Impact of Movies (TIM) were
significant at α=.01. The f-values for 4-Psychiatric Disorder (PD) and 5-Law
Violence (LV) were significant at α= .05. (Table. 4.13)
38- Punjabi movies affected different groups of youth behaviour with different
occupation level of family head in different factors. Aggressive Behavior,
Criminal Nature, Psychiatric Disorder, Law Violence, Domestic Violence,
Moral Panic, Temporal Volatility, Back masking Effect, Anti -social
Behaviour, Unjustified Actions, Mental Illness, Emotional Actions, and Total
Impact of Movies are affected in unemployed family head group of Punjabi
movie watchers. Vulgarity & Pornography factors are affected in Govt. job
Grade 17 & above of family head group of Punjabi movie watchers. (Table.
4.13)
39- The constructs of Movie Impact Scale of Behaviour 1-Cultivation Effects,
Copycat Behaviour and Action against Injustice were not significant. (Table.
4.13)
40- Punjabi movies equally affected different groups of youth behaviour with
different occupation levels of family heads in above mentioned factors in
Unemployed Business, Private Job and Executive Govt. job (Table. 4.13)
41- The hypothesis that the cumulative impact of Punjabi movies in developing
violent behaviour of the youths is not dependent on the occupation of the
parents of an individual was rejected. (Table. 4.13)
42- F-values for the constructs of Movie Impact Scale of Behaviour, 6-Domestic
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Violence (DV) DV, 9-Backmasking Effect (BE) and 17-Total Impact of
Movies, (TIM) were significant at α=.01. The f-values for 7-Moral Panic
(MP), 12-Mental Illness (MI), and 15-Action against Injustice (AAI) was
significant at α=.05. (Table. 4.14)
43- Punjabi movies affected different groups of youths‘ behaviour with different
income levels of family heads in different factors. Domestic Violence, Moral
Panic, Back masking Effect, Mental Illness, Action against Injustice and Total
Impact of Movies are affected in below Rs. 5000 level of income of family
head group of Punjabi movie watchers. (Table. 4.14)
44- F-values for the constructs of Movie Impact Scale of Behaviour, Cultivation
Effects, Aggressive Behavior, Criminal Nature, Psychiatric Disorder, Law
Violence, Temporal Volatility, Anti-social Behaviour, Unjustified Actions,
Copycat Behaviour, Vulgarity & Pornography, and Emotional Actions were
not significant and equally affected in all income levels of family head group
of Punjabi movie watchers above Rs. 5000. (Table. 4.14)
45- The hypothesis that the collective impact of Punjabi movies in developing
violent behaviour among youth with high and low economic status is equal
was rejected. (Table. 4.14)
5.3 Discussion
Most of the constructs on the Movie Impact Scale of Behaviour had factor
loading at sufficient, good, and very good level. It provided the Movie Impact Scale
of Behaviour as a valid instrument for measuring violent behaviour among youth.
Cronbach‘s Alpha coefficients had good and very good range of reliability
coefficients. Correlation coefficients are also in a good and very good range of
reliability coefficient which is good indicative of reliability of Movie Impact Scale of
116
Behaviour. It helped in exploring different levels of violent behaviour with reference
to demographical values of the youth. (Table. 4.1, 4.2, 4.3)
Mean scores of the most of the constructs on movie impact scale of behaviour
were more than 2.5 to 3.5. It indicated that youth with exposure to Punjabi movies
possessed violent behaviour to the level of agreed and strongly agreed. Only a few
constructs showed mean score less than 2.5 which are indicative of violent behaviour
in youth at a level of disagree and strongly disagree on the Likert‘s scale. This
information showed only levels of violence present in the behaviour of the youth on
the whole. Hence, the research question, whether Punjabi movies bring about changes
in the behaviour of the youth, has been proved. The results, (Behavioural Aggression,
and Physical aggression with M>3.5 instrumental behaviour and aggressive
behaviour M>2.5) demonstrated that the youth exposed to the violent Punjabi movies
exhibit strong traits of aggressive behaviour and prove the research question
that the representation of violent imagery and gory scenes develop aggressive
behaviour among the youth. (Table. 4.4)
It is further needed to explore the discrimination levels of intensity of violence
in behaviour of the youth among in their variant demographics. It also requires
finding out the degree of violent behaviour of the Punjabi movie watchers, non-
watchers, watchers with low frequency and high frequency.
The comparison of impacts of Punjabi movies on movie-watchers and non-
watchers with the help of t-test explained that all the constructs of the Movie Impact
Scale of Behaviour except cultivation effect, anti-social behaviour, vulgarity &
pornography, and action against injustice were significantly present. It strongly
supported the research question that the youth with frequent exposure to Punjabi
movies and those without any exposure show different level of violence in their
117
behaviour. It was strange that even non-viewers of the Punjabi movies showed
evidence of violence in their behaviour, but the difference of degree of violence
between the viewers and the non-viewers was significant The violence in the
behaviour of the non-watchers showed that they had some other external stimuli of
influence like easy access to pornographic websites on internet and readily available
compact discs throughout the province. Also, certain advertisements on international
channels of infotainment carrying pornographic scenes accessible through home cable
seduce the youth‘s attention and infect them. Publishing of the different news stories
on news channels relevant with injustice in society committed by regional and feudal
lords, and industrial brutes ruling over Pakistani society on the whole, also spurs the
youth to adopt the action against injustice. (Table. 4.5)
Most of the constructs of the Movie Impact Scale of Behaviour differentiated
among less and more movie-watchers on the basis of t-values of the independent
sample. But Psychiatric disorder, domestic violence, unjustified actions, copycat
behaviour and emotional actions were equally generated among less or more Punjabi
movie watchers. These are the traits if once generated, retain their intensity and
impact immediately at the initial stage. Besides, majority of the people of the Punjab
are living in poverty and the youth of the same class have almost common couture to
adopt media contents through socialization activities. It is mentionable that level of
violent behaviour found in these constructs had agreed and strongly agreed levels in
both genres of movie watchers. (Table. 4.6)
The comparison of most of the constructs of the Movie Impact Scale of
Behaviour on gender indicated that Total Impact of Movies on Aggressive Behavior,
Psychiatric Disorder, Domestic Violence, Temporal Volatility, Back masking Effect,
Anti-Social Behaviour, Unjustified Actions, Mental Illness, Copycat Behaviour,
118
Action Against Injustice, Emotional Actions were at different levels among male and
female youth. This difference may be because of the availability of access to the
entertainment channels and resources. Furthermore, male have more interaction with
fellows when compared with female youth with Pakistan socio-economic perspective
where male member enjoy more social freedom then female member. For example,
boys are allowed to go to cinema for watching a movie whereas girls are not. On the
other hand, criminal nature, moral panic, vulgarity and pornography were found equal
in both genders at agree and strongly agree levels on the movie impact scale of
behaviour. It might be due to commonly shared modern innovations and trends
equally adopted by both genders. (Table. 4.7)
For the comparison of movie watchers using different channels of
entertainment, the youth watching movies at cinema were more influenced in moral
panic. It might be due to the fact that cinema has its own popular culture along with
strong sound effects. Whereas mini cinema goers were influenced by unjustified
action like herd mentality, scapegoat actions and mass hysteria because some of them
are so addict of these movies that they continue watching many movies in a hotel like
mini cinema where there is no restriction on the part of the administration to leave the
place after one show is over. It provides the audience with informal environment
where they can repeat a scene of their choice many times on a VCR or DVD player.
But the hypothesis that the collective impact of Punjabi movies in developing violent
behaviour of the youth watching movies through different channels of entertainment
is equal was accepted. It was due to the fact that cinema culture flopped during the
last decade. It has been replaced with other channels of entertainment. So, most of the
constructs of the Movie Impact Scale of Behaviour have similar impacts on all
119
viewers watching Punjabi movies through different channels of entertainment. (Table.
4.8)
The comparison of the impact of Punjabi movies on different age groups of
the youth showed that 22-24 year age group develop criminal nature, Psychiatric
disorder, domestic violence, moral panic, temporal volatility, anti-social behaviour,
unjustifiable behaviour, copycat behaviour and actions against injustice, emotional
actions and total impact of movies more than the other two groups of the youth. The
reason for accepting these effects by the youth at this level of age is that they become
more mature and begin to ponder over the circumstances around them very seriously
when they feel their parents in poverty and themselves unemployed. (Table. 4.9)
A comparison of the impacts of the Punjabi movies on the youth with
different educational levels showed that illiterate youth were more prone to anti-
social behaviour and copycat behaviour whereas middle class of the education
level had more tendency towards unjustified actions, action against injustice and
emotionalism. But the hypothesis that Movies exercise the same collective effect in
developing violent behaviour of the youth groups regardless of their educational
levels was accepted. It was due to the fact that Punjabi movie impacts are related with
audio and visual senses. It created physical and mental changes in the body. Punjabi
movies carried demonstration of actions, situation and events. So, the content of
Punjabi movies is more impressive as compare to the presentations of content in the
educational system in our country. (Table. 4.10)
When the impact of Punjabi movies was compared in terms of occupation of
the respondents, the unemployed youth showed more tendencies toward back
masking and unjustified actions like herd mentality, scapegoat behaviour and mass
hysteria. It seems that their behaviour is embedded in frustration and they may follow
120
the herd mentality as a depressed person hardly has his own candid opinion. Youth in
private services were prone to domestic violence and emotional actions while
those in Government services had more leaning toward copycat and anti-social
behaviour. The difference of the impact in later categories of professions may be due
to difference of work culture of the two places in terms of certainty and stability of
jobs. (Table. 4.11)
The impact of Punjabi movies on the youth behaviour with reference to the
educational level of the family head demonstrated that youth with illiterate family
head had more mental illness, domestic violence, psychological disorder,
temperamental volatility, back masking, unjustified action, action against injustice,
emotionalism, and total impact of movies. This situation may be due to economic
vulnerability and sense of deprivation and social insecurity. The youth whose family
head was matric (high school graduated), showed impact in developing their
aggressive behaviour, graduate (from a college) had trends of pornography and
vulgarity, and post-graduate (from a university) had cultivation effects. The results
showed that the rise in the educational level of the head of a family, lowers down the
impact sever impacts on the youth grown up under his headship. Also, the nature of
the effects of the movies become more refined and less-intensified that may not be
harmful for others. It is according to our social norms that parents have control on the
actions and reactions of the youth in casual life. So, the parental control of behaviour
of the Punjabi movies watchers seemed to be effective. (Table. 4.12)
Likewise, impact of the Punjabi movies on the youth behaviour also depends
on the occupation of the family head. Findings explain if a family head is
unemployed his family members particularly youth gain aggressive behaviour,
criminal nature, psychological disorder, law violence, domestic violence, moral panic,
121
temperamental volatility, back masking effect, unjustified actions, mental illness,
total impact of movies while the youth whose family head is a Government
officer illustrate predisposition towards vulgarity and pornography. Social frustration
is the outcome of unemployment which may trigger violent behaviour in youth. On
the other hand, high job satisfaction of the family head leads to sophisticated effects.
(Table. 4.13)
When the impact of Punjabi movies on youth was compared in terms of
income of the family head of the respondent, youth with family head with a total
income below Rs. 5000 per month (almost US $ 60) they confirm more propensity
toward back masking, domestic violence, mental illness, action against injustice, and
total impact of movies. It may be due to the fact that economic backwardness creates
disappointment, illness, and exert somehow intensive effects in terms of violence.
These are the low income families that keep on committing domestic violence on
trifles because of lack of resources and they also live among the same family and
mutually develop the above mentioned effects. (Table. 4.14)
A valid and reliable movie impact scale of behaviour was developed. It was
indicated that violent behaviour exists in most of the constructs at agreed and strongly
agreed levels with the help of Movie Impact Scale of Behaviour. It was further
indicated that Punjabi movie watchers were more prone to the violent behaviour as
compare to the non-watchers. More movie watchers are more influenced in violent
behaviour as compared to less movie watchers. Male watchers were more influenced
by Punjabi movies than female. Youth aged from 22-24 years develop violent
behaviour more than rest of two groups. Illiterate youth with illiterate parents are
more affected by the Punjabi movies in a sense of developing violent behaviour.
Unemployed Youth with unemployed family heads are also more influenced by
122
Punjabi movies. Similarly, if the family head falls in the category of low income
group is more affected.
As far as the question of impact of Punjabi movies on different indicators of
youth behaviour is concerned, the findings of the study illustrated very clearly that
Punjabi movies exercise different degree of impact on different indicators of youth
behaviour. The difference of degree of violence in youth demographics shown in
results between male and female age groups, educational and occupational level of
the youth and their parents proved the research questions that the movies exercise
impact on different indicators of youth behaviour and demographics differently.
5.4 Conclusions
1- Punjabi movies display barbaric acts of violence. The trend of introducing
killers, the wicked and the most notorious persons as role models by
portraying them as heroes in films is lamented. There existed difference of
attitude among watcher and non-watchers. Violent and criminal nature of an
individual depends on certain factors that pave the path to violent behaviour.
These movies do exercise deep-rooted impact on immature minds and even in
shaping up youth behaviour. But they were not up to the standard of morality.
They promoted extrajudicial killings instead of taking a criminal to the court
of law. This supports cultivation theory argument that watching violet content
results in violent behaviour among the viewers. The viewers by watching
violet content for a long time perceive that this world is full of violence.
Gerbner (1994) found that long exposure to violent television content, have a
propensity to cultivate the imagery of a comparatively dangerous world and
mean world full of violence.
2- Most of the factors of the Movie Impact Scale of Behaviour indicated the
123
violence in behaviour.
3- Most of the constructs items of Movie Impact Scale of Behaviour had high or
good factor loadings which established its factorial / construct validity.
4- All the constructs of Movie Impact Scale of Behaviour had acceptable, good
and very good range of Cronbach‘s Alpha Coefficients, which determined the
reliability of Movie Impact Scale of Behaviour.
5- All the constructs of Movie Impact Scale of Behaviour had acceptable, good
and very good range of correlation Coefficients which determined the
reliability of Movie Impact Scale of Behaviour.
6- All indicators of violence showed the cumulative impact of the Punjabi
movies on the behaviour of the Punjabi movies watchers as compared to the
non-watchers of the Punjabi movies among the youth.
7- All indicators of violence showed the more cumulative impact of the Punjabi
movies on the behaviour of the more Punjabi movies watchers as compared to
the less Punjabi movie watchers among the youth.
8- All indicators of violence showed the more cumulative impact of the Punjabi
movies on the behaviour of the male-watcher of the Punjabi movies as
compared to the female-watchers of the Punjabi movie among the youth.
9- Punjabi movies had no collective effects on the behaviour of the youths
watching movies using different channels of entertainment on Movie Impact
Scale of Behaviour (MISB).
10- Punjabi movies significantly affected the behaviour of the youth‘s groups of
different ages.
11- Punjabi movies showed no significant effects on the behaviour of the youth
groups with different educational levels.
124
12- The collective impact of Punjabi movies on the behaviour of the youth in
developing violence does not depend on the occupation of an individual.
13- Punjabi movies had significant effects on the behaviour of the youth with
different education levels of family heads.
14- Punjabi movies had significant effects on the behaviour of the youth different
occupation levels of family heads.
15- Punjabi movies had significant effects on the behaviour of the youths
of different income level of family head.
The findings show that violent Punjabi movies promote violence among the
Punjabi movie watchers. The more violent the movie content is, the more
aggressive the behaviour people have in real life. This supports Gerbner‘s
cultivation theory hypothesis that violent content leads to violent behaviour
changes among the viewers of such content. Similarly, according to Social
Learning theory people learn from their experience and when they
experience violent content time and again they develop such kind of
behaviour .Therefore, the findings of this study support cultivation theory.
5.5 Recommendations
1- There is dire need to explore the spurious variables affecting the youth
behaviour other than Punjabi movies in order to overcome the social
phenomenon of violent behaviour and intolerance present in Punjab
culture presently.
2- Valid and reliable Movie Impact Scale of Behaviour can be used to
identify the invisible social players like Indian movies, English movies,
local language dubbed violent cartoon, sex-based magazines leading to
sensual arousal in the youth to commit a crime, Portable play station
125
violence-saturate actions games etc.
3- Effects of violent events in Pakistani society like identifying of street
fighters with their favorite hero and telecasting of the news story
regarding barbaric acts on society can be measured with the help of
Movie Impact Scale of Behaviour.
4- The scenes of extrajudicial killings shown in almost all hit Punjabi movies
should be completely banned as it has been observed in the light of
investigations of the social tragedies that the tendency of committing such
crime in real life in youth is gaining strong roots.
5- It is right time for the censor board of Pakistan to take a serious action
against those movie producers who are representing a criminal as a hero
or role model for the youth to follow which encourage the youth to
emulate the role-model‘s behaviour in their real life to settle them down
issues.
6- Producers of the movies should prepare such films which give rise to the
interests of the male members of the youth and made them free of violent
action but full of interests of the youth.
7- To identify the interests of the youth, a comprehensive study can be
conducted to help out in developing good Punjabi movies for the youth.
8- Obscenity and vulgarity shown in the name of entertainment needs to be
banned altogether instead standard and suitable dances in conformity with
the cultural values of the Punjab should be introduced.
9- The scenes of mass killings and multiple murders shown in Punjabi
movies as justified acts of the hero, with gore and bloodshed, should be
stopped in Punjabi movies.
126
10- There is earnest need to patronize and promote humorous movies with the
lesson in order to lessen sadness and restlessness among illiterate,
unemployed and low income class of society.
11- A potential difference of violence in the behaviour of the Punjabi movie
watchers and non- watchers shows the gravity of the impact of Punjabi
movies in terms of exposure.
Government can benefit from this watching habit of the youth by
a. exposing the youth to movies which should be based purely on social
issues addressing the problems of the youth.
b. providing subsidized entry tickets to the youth for such movies to
promote the watching habit further.
c. funding such movies as a youth behaviour reformation project.
12- Prime minister of Pakistan announced Pakistani Rupees 50 million grants
for the revival of cultural industry of Pakistan in August 2010. This money
should be spent on the production, promotion and patronage of those
movies which may address the core issues of Pakistani society like
terrorism, sectarianism, nepotism, corruption and unemployment so that the
culture of violence could be replaced with culture of tolerance, inter-
communal harmony, inter-sectarian understanding, inter-cultural harmony
and love for other religions.
127
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Interview Guide for the Study of
THE IMPACT OFPUNJABIMOVIESON
BEHAVIOUROFTHE YOUTH
Movie Impact Scale of Behavioural (MISB)
Introduction:
This interview guide has been prepared in order to identify the
different indicators of change in behaviour in order to explore the impact of
Punjabi movies on the behaviour of Youth. In this interview guide, the
interviewer asked questions in local language and measured the qualitative
responses in quantitative forms according to given scale in the questionnaire.
This interview guide was used to interview both male and female Youth of the
province of Punjab. Punjab is the largest province of Pakistan and is considered
the hub of cultural activities. The respondent included those male and female
who were used to watching Punjabi and those who were not.
This interview guide was developed to measure the impact of the
Punjabi movies in developing violent behaviour in youth. Likert scale has been
used to measure the behaviour of the respondents. The interview guide
measured behavior on five options scale i.e., strongly agree, agree, undecided
strongly disagree, disagree Options given below were tabulated by in verse
weighing respectively
1stchoice 5points
2ndchoice 4points
3rdchoice 3points
4th
choice 2points
5th
choice 1point
147
DEMORAPHICDATAOF THEYOUTH
Disclaimer:
The researcher will use this data only for the research purpose. It will not be used
for any other purpose other than stated one. The names and identity of the
respondents will be kept confidential. All the ethical issues are considered to
collecting and analyzing data.
Name of the respondent:
Gender: Male Female:
Age: Education:
Frequency of movie viewing per week:
1-Onemovie 2-Twotofivemovies 3-morethanfivemovies
Channel of viewing movie: 1-Cinema
2-Minicinemalike
3-CableTV
Respondent‗s Occupation:
(1) Unemployed
(2) Business
(3) Job in a Private sector
(4) Government employee
(5) Student
(6) Housewife
Parents‘ Educational Level:
(1)
Illiterate (2) Middle
(3) Matric
(4) Intermediate
(5) Graduation
(6) Master
Parents‘ Occupation:
(1)
Unemployed (2) Business
(3) Job in a Private sector
(4) Executive
(5) Govt. Job
(6) Govt.Jobgrade17&above
Parents‘ Economic Status /income range per month:
a) -Below5000
b) -6000–10000
c) -11000-20000
d) -21000-40000
e) -41000-8000ormore
148
1-Cultivation Effects (CE)
1-After watching a criminal activity we feel that we can be the victim of a similar
Crime easily.
2-Everyday violence in real life promotes trends of torture among
people.
1 2 3 4 5
3-Some acts of violence are so horrible that they appear even in our
dreams.
4-Environment around me frightens me when it is dark.
2-Aggressive Behaviour (AB) (a) Behavioural aggression 1 2 3 4 5
5-We have to speak loudly in difficult situation.
6-It is fair to use abusive words to enforce ideas on friends and
relatives?
7-People should adopt aggressive behaviour to solve the
impersonal problems in daily life.
(b)Physical aggression
8-Youfeellikebeatingothers physically if they behave in a harsh
way.
9-Ahelpless person inflicts on himself/herself if a powerful person
irritates him/her badly.
10-Some people give vent to their anger by breaking crockery
Whenever they get angry with their family members.
(c)Instrumental Aggression
11-Sometimeyoufeellikeflingingstones or something else to
Punish your rivals.
12-In order to teach your rivals a lesson, you like to use even fire
Arms
13-The use of explosive material to terrify others is a reasonable
act.
3-Criminal Nature(CN) 3-a)Larceny
14-Taking away things without the consent of your friends is no
problem.
1 2 3 4 5
15-If some individuals of our society cannot buy a thing, they
should snatch it.
3-b)Sexual abuse
16-Ifapersonsexuallyabuses somebody from opposite gender and
Is not penalized, it encourages the perpetrator of the crime.
17-You feel that you need some partner to love you after watching
A romantic scene in real life in society.
3-c)Abduction
18-It is fair to kidnap any member from rival‘s family to take
revenge from him.
19-The abduction of a person in a real life situation gives lots of
pleasure.
3-d)Homicide
20-It is fair to take your rival‘s life in order to exact revenge of a
murder on him.
149
21-A person who kills all his enemies should be considered a hero
in our society.
4-Psychiatric Disorder (PD)
4-a)Frustration
22-when faced with troublesome situation, you soon get frustrated 1 2 3 4 5
23-When faced with difficult situation one should do whatever one
wants to do without thinking about any other option.
4-b)Anxiety
24-I get tensed after watching an act of violence.
25-My steady heart beat becomes fast after watching violent
incidents.
26-After watching an act of violence, my sleep is disturbed
27-When I recollect a real act of brutality I feel extremely tired
even after long sleep.
5- Law violence(LV)
5-a)Signal breaking
28-Breaking traffic signals is a joyous act. 1 2 3 4 5
29-Stopping on red signal is a trouble
5-b) Queue breaking
30-Breaking queue is a fun.
31-There is no harm in breaking the queue occasionally.
5-c)Retaliatory behaviour
32-You like to pay in the same coin if somebody commits
high handedness against you.
33-It is coward ice if you don‘t exact revenge on your opponents
even for little matters.
5-d)Justifiable behaviour
34-People should punish a criminal by themselves instead of
taking him to the law enforcing agency
35-Killing a cruel person while helping an oppressed person is a
right act.
6-DomesticViolence(DV) 6-a)Violence Against Children
36-We should beat our siblings if they create disturbance at the
time of rest
1 2 3 4 5
37-If children interfere with our work; they can be reformed by
slapping them.
6-b)Violence Against Spouse
38-You get angry with your wife if she does not agree with you on
Any issue.
39-There is no harm in a busing your wife if she forgets doing any
of your personal work.
40-You may beat your wife if she uses harsh words for you.
41-You apply physical force in order to get her agreed with your
View point.
42-You feel like beating your spouse if abuses you.
43-You feel like burning your wife alive if she abuses your parents
44-You threaten her to death if she disagrees extremely with you
150
6-c)Street violence
45-I often stand by my friends without knowing the reason in a
street fight.
1 2 3 4 5
46-It is fair to use even weapons to settle down a street fight.
7–Moral Panic(MP)
7-a)Negative impacts on society
47–Some People in our society get scared due to the behaviour of
others.
1 2 3 4 5
48–Some People avoid meeting others because of their character.
49–Some time I feel people are depressed due to my presence
7-b) Violation of others‘ right
50-It is not bad to live in a vacant house without the permission of
The owner.
51-My behaviour creates hurdle in the job of other people.
8-Temperamental volatility (TV)
8-a)Reaction in mob
52-I follow the people in vandalizing activities during a protest
demonstration.
1 2 3 4 5
53-Burning of tires during a demonstration provides encouragement
to the demonstrators.
8-b) Participation in Purges &pogroms
54–We should not support a group that might attack individuals
From another religion religious differences.
55–We should respect other religions as much as we expect from
them.
9-Backmasking Effect (BE)
56-I feel like exacting revenge when I remember some revengeful
scenes of real life.
1 2 3 4 5
57-Gory Scenes provoke lust for revenge.
58-The sounds of violent fight in real life provoke you to take
revenge on your enemies.
10-Anti-Social Behaviour (ASB) 10-a) Self anti-social
59-If a drunken vandalizes others‘ property, people should burn his
House to ashes.
1 2 3 4 5
60-Drinking should bean pardonable crime.
10-b)Other anti-social
61-One should force others to accept his argument even on
common matters of life
62-There is no harm in smoking to irritate others during a
Ceremony
63-Some neighbors complain about your way of treatment.
64-One should have personal satisfaction even at the cost of others‘
humiliation.
151
11-Unjustified Actions (UA)
11-a) Herd Mentality
65-I too follow others in vandalizing the property of others during a
protest demonstration
1 2 3 4 5
66-If somebody‘s friends are torturing a person without any reason;
even then he should help his friends.
11-b)Scapegoat
67-There is no harm if somebody holds his servant responsible for
his own crime.
1 2 3 4 5
68-I shall hate a person who has face resemblance with the person
that I hate very much.
11-c)Mass Hysteria
69-I suffer from muscular weakness whenever I remember gory
scenes of real life.
1 2 3 4 5
70-I feel headache if I see any scene of murder.
12-Mental Illness (MI)
12-a) Sadism
71-I feel pleasure in humiliating others by making them a laughing
stock.
1 2 3 4 5
72-You enjoy when you jeer sarcastic remarks on opposite gender
12-b)Masochism
73-It is unbearable for me if a person inflicts injuries upon himself. 1 2 3 4 5
74-People enjoy when somebody inflicts upon himself/herself in
helplessness.
13- Copycat Behaviour(CB) 75-We should act the same way in real life as our favorite person
Does to solve even an individual problem.
1 2 3 4 5
76-We should follow our favorite personality‘s actions without
Thinking of the consequences.
77-We should wear a dress like our favorite person does.
78-We should try to walk the same way as our favorite person does.
14-Vulgarity& Pornography (VP)
14-a)Vulgarity
79-Kissing someone without their consent is against morality. 1 2 3 4 5
80-Touching someone romantically in public is a symbol of moral
degradation.
14-b)Pornography
81-Reading magazines or books containing nudes promotes
Sexuality
1 2 3 4 5
82-One feels less ashamed If one watches porn movies alone
15- Action against Injustice (AI) 83-Portrayal of proclaimed offenders or notorious criminals as a
hero promotes crimes.
1 2 3 4 5
84-Those who represent criminals as heroes should be given severe
punishment.
85-We should encourage those who struggle against injustice. 1 2 3 4 5
152
86-I will fight against it if there is any injustice in my real life
16-Emotional Actions (EA) 16-a)Expressions
87-It doesn`t matter even if you have to shout loudly to solve your
problem.
1 2 3 4 5
88-One needs to give out strange voices to express one‘s feelings if
problem is not solved immediately
16-b)Actions
89-We should behave in a way that expresses our strong emotions
while fighting for your rights.
1 2 3 4 5
90-Preference should be given to take our rights by fighting out
rather than settling the issue through dialogue
91-The attention of the family members can be attracted by banging
on the doors or walls of the house.
92-We should kill or be killed for the sake of our family honor.
160
APPENDIX-C
List of participants of Focus Groups
1- Mr. Riaz-ur-Rehman Saghir
Top film song writer of the country with 25000 songs on his credit, columnist and
writer of film scripts
2- Mr. Taseer Mustafa
An experienced journalist, with more than 30 years experience in print and electronic
media.
3- Dr. Tariq Mehmood Ch
An educational psychologist, analyst and columnist on psychology
4- Mr. Ashraf Javid,
Investigative & crime reporter of the leading English newspaper Daily the
Nation.
5- Mr. Asghar NadeemS yed
A film storywriter, poet, columnist, dramatist and intellectual.
6- Dr. Ahsan Akhtar Naz
Communication studies expert with a number of research papers on Punjabi movies
7- Dr. Amanullah Malik
Law expert with profound vision in criminology
8- Mr. Khalid Rashid
Representative of the male youth, outstanding speaker, debater.
9- Miss Farah
10-Representative of the female youth, outstanding speaker, a research scholar on media
and violence.
11-Dr.Nadeem-ul-HassanGilani
Famous Urdu columnist, outstanding poet, and communication expert
12-Mr.Mustafa Qureshi
A top star of the country of Punjabi movies that has performed as a hero, co-
heroandvillaininmorethan500Punjabimovies
13-Mr.Ahmed Sher
A liberal religious scholar with keen interest in media effect studies
14-Mr.ShafiqueNiazi
A youth representative with lot of exposure to Punjabi movies
161
APPENDIX-D
List of Experts for Content Analysis of Movie Impact Scale of
Behaviour 1- Dr. Naseer-ud-Din
Ph.D. Special Education
Professor. Department of Special Education University of the
Punjab Lahore.
2- Dr. Muhammad Amir Hashmi
Ph.D. Educational Psychology.Post.Doc.
Research Associate cum Lecture Institute of Education and
Research University of the Punjab Lahore.
3- Dr. Nadeem ul Hassan Gilani
Ph.D. Mass Communication
Director Public Relation City District Govt. Lahore
4- Dr. Tariq Mahmood Ch
Ph.D. Special Education
Assistant Professor. Institute of Education and Research
University of the Punjab Lahore.