The Digital Narrative: Morality and Human Development through Television and Film

Abstract

Pakistani television and film hold significant potential to shape public opinion and social norms. This research examined the impact of fictional and non-fictional narratives in Pakistani media on viewers' moral and human development. The study argued that much of the popular content produced by the Pakistani film and drama industry fails to contribute to a progressive, informed, and morally uplifted society. Using Cultivation Theory as the primary framework, this study investigated how repeated exposure to specific themes influenced viewers' perceptions of reality, moral choices, and awareness of social progress. A quantitative online survey of 100 respondents found that while a portion of the audience perceived dramas as reflective of society, many remained neutral or skeptical. The findings suggested that dramas often focused on negative, repetitive themes, such as jealousy and revenge, instead of promoting moral growth or social awareness. The research concluded that media in an Islamic democratic society like Pakistan has a duty to create content that educates and empowers, and it offered recommendations for media creators and regulators to align their narratives with ethical and intellectual advancement. .

Keywords: Digital Narrative, Morality, Human Development, Television, Film