ACCULTURATION: A STUDY AMONG UNIVERSITY STUDENTS IN LAHORE, PAKISTAN

Abstract

This study investigates the influence of Netflix—a global subscription-based streaming service that offers on-demand access to a diverse array of films, television series, and original content—on cultural acculturation among university students in Lahore, Pakistan. Utilizing a mixed-methods approach, including quantitative surveys and qualitative interviews with students from COMSATS University Lahore and Bahria University Lahore, the research examines how exposure to international content via Netflix affects students’ language, behaviors, and cultural values. The findings indicate a significant correlation between frequent Netflix consumption and noticeable changes in linguistic expressions, dress preferences, and social practices. While many students report cultural enrichment and broadened worldviews through Hollywood, Bollywood, Korean, and Turkish series, there is also a prevalent concern regarding the erosion of traditional Pakistani values. These results underscore the importance of integrating media literacy into university education to equip students with the critical skills necessary for engaging thoughtfully with global digital content and navigating the complexities of cultural identity in an increasingly interconnected world.