Cultural Continuity & Mass Media

As cultural continuity has been identified as one of the primary functions of mass media institutions this study thoroughly examines leading Pakistani online English newspapers in terms of their role to transmit local cultural values to the next generation. The lifestyle pages which are considered as showcase of cultural selection of newspaper have been quantitatively analyzed.The study found that 74% images on the pages were found to be representing non-Pakistani culture while 6% of them were portrayal of glocalized culture. On the other hand only 20% of the analyzed images were representation of Pakistani culture which means that leading Pakistani online English newspapers evidently exemplified the culture that does do belong to local society.