In the midst of digitalization, Pakistan, a country with a rich and varied cultural legacy, finds itself at the nexus of tradition and modernity. Preserving the Nation’s cultural identity is more important than ever since, it has historically been a melting pot of civilization from Indus Valley to the Mughal Empire. While digitalization, with modernization and globalization has many positive effects in today’s rapid global world, they have also brought up problems that endanger Pakistan’s distinctive cultural fabric.
The spread of digital media, technological advancements, global trade, and cross-cultural interactions have all contributed to Pakistan’s journey to globalization. The increasing usage of mobile phones and internet has made Pakistan more globally connected than before. Millions of people nationwide are impacted by the foreign ideas, lifestyles, and trends that have been introduced by platforms like social media, streaming services, and international markets.
Globalization offers economic growth, exchanges of people, and spread of knowledge, it has also resulted in favoring some cultures, especially Western ones dominating others. According to platforms like YouTube, TikTok, Spotify, and Netflix, 75 percent of Pakistani streaming material is foreign, overshadowing domestic products. This change has an impact on traditional creative forms that find it difficult to compete with globalized content, such as theatre, poetry recitals, and classical music.
The excessive use of social media and inappropriate content can undermine Islamic principles of modesty and respect for personal boundaries. Sharing private lives online can conflict with Islamic values of preserving dignity. Exposure to moral relativism and secular ideologies can confuse young minds about ethical distinctions. Misuse of technology raises ethical concerns and privacy violations contradict Islamic values of justice and mutual respect.
Social media has an impact on cultural values, frequently elevating materialism and individualism above traditional parental and social norms. This change is especially apparent in younger generations, who are increasingly disregarding local customs in favor of global trends.
By 2024, Pakistan will have over 150 million social media users, significantly influencing communication and cross-cultural expression. For intercultural communication social media sites like Facebook, Instagram, TikTok, and X (Twitter) have gained popularity. Pakistan’s PTA statistics show social media creates cultural norms and values, it encourages cultural expression and awareness, but it also makes it challenging to preserve the country’s distinctive cultural identity.
Indigenous people’s customs and languages are often marginalized due to cultural homogeneity. UNESCO reports that one language is lost every two weeks, putting 40 percent of the 7,000 languages worldwide at risk of extinction. Over 70 languages are spoken in Pakistan, out of which 28 are critically endangered. According to the 2024 Ethnologue study regional languages are marginalized by the prevalence of English and Urdu on social media platforms. The loss of linguistic diversity in Pakistan is exacerbated by the fact that just six percent of online material is in regional languages like Pashto, Sindhi, or Balochi.
Pakistan’s identity and future depend on preserving its culture, which can be shaped by combining traditional components with modern concepts. Writers, singers, filmmakers, and fashion designers are experimenting with fusing old and modern elements. Pakistan can use its cultural legacy as a soft power tactic and participate in cultural diplomacy, which includes international art exhibitions, film festivals, and music collaborations.
The excessive use of Western content on social media is causing a slow loss of local traditions and values. According to a 2023 study by the Pakistan Institute of Development Economics, 68 percent of the urban young prefer Western-style entertainment and fashion, which undermines indigenous customs and values. A rising disconnection from local tradition is seen in the fact that, in 2024, just 12 percent of hashtags on Pakistani X were associated with indigenous cultural events or customs. There is another report by the World Economic Forum in 2024, 90 percent of digital material is created in only ten languages, leaving thousands of other languages underrepresented online.
The focus on Western-style education frequently ignores the history and cultural studies of Indigenous peoples. According to a survey conducted in 2024, 75 percent of urban Pakistani school curricula do not include regional literature or traditional knowledge, which exacerbates the generational divide. Younger generations frequently exhibit indifference to native customs and practices due to their exposure to global media and digital lifestyles. According to a Pakistan Cultural Foundation survey from 2024, 68 percent of young people in cities are ignorant of their local folklore or traditional arts.
Another report by the World Bank, 56 percent of people on Earth will live in cities by 2024, continuing the worldwide population shift toward urban areas. In 2024, the World Bank estimates that 37.7 percent of Pakistan’s population would live in urban areas. Rural areas have been absorbed by cities’ fast growth, undermining unique indigenous heritages. For instance, according to a 2024 research by the Urban Development Institute, traditional cultural activities have decreased by 40 percent in rural districts surrounding Karachi and Lahore over the past ten years as a result of urban encroachment.
Cultural preservation aims to preserve a country’s identity, values, and customs, not just objects, languages, and traditions. Pakistan’s cultural variety, influenced by Indus Valley, Persian, Central Asian, Mughal, and British civilizations, is a source of pride and a strength that shapes its global identity.
Traditional communities have been split up by migration to cities and other countries, which has affected shared cultural customs. According to the 2024 Pakistan Migration Report, more than 9 million Pakistanis reside abroad, frequently absorbing cultures from other countries and influencing local traditions.
Data gathered by the National Institute of Folk and Traditional Heritage shows that the number of qawwali performances at traditional Sufi Shrines has decreased from 70 percent in the 1990s to 40 percent in 2024 which may result in the loss of Pakistan’s intangible cultural heritage, which include traditional arts like shadow puppetry and calligraphy
The Pakistani government is actively involved in safeguarding cultural assets through various projects, programs, and initiatives. The National Heritage Division, Lok Virsa Museum, and Pakistan National Council of the Arts are under the Ministry of Culture’s jurisdiction. The Antiquities Act of 1976 and the Federal Cultural Property Export Control Ordinance of 1982 establish laws for safeguarding cultural assets. The government also organizes cultural festivals and has classified many historical sites as national heritage sites.
Despite advancements, issues including urbanization, climate change, and political unrest still pose a threat to cultural preservation. Pakistan’s cultural institutions, artists, and educators must balance modernization and preservation to support traditional practices. Digital platforms can preserve and promote cultural history, reaching younger tech-savvy audiences.
Pakistan’s identity and future depend on preserving its culture, which can be shaped by combining traditional components with modern concepts. Writers, singers, filmmakers, and fashion designers are experimenting with fusing old and modern elements. Pakistan can use its cultural legacy as a soft power tactic and participate in cultural diplomacy, which includes international art exhibitions, film festivals, and music collaborations.
