EXPLORING CULTURAL IMPERIALISM THROUGH AUDIENCE VIEWERSHIP: BOLLYWOOD AND PUNJABI MOVIES

Abstract

This study explores the imperialism of Western culture in Bollywood and Punjabi movies through audience viewership comparatively. A qualitative research design is used, and data is collected through semi-structured interviews and observation methods. A purposive sampling technique is adopted by taking ten students as participants from the university. Thematic analysis is applied as a theoretical framework, and different themes and sub-themes are generated. The main themes of this study are cultural representation, personal reflection, and audience engagement. The results explain that this study helps the movie makers to attract the audiences. Finally, it is indicated that Punjabi movies highlight cultural representation and diversity, and promote traditions however, Bollywood movies are often influenced by Western culture and do not show cultural affiliations.