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CONSUMERISM IN PUNJABI SONGS AND ITS IMPACT ON YOUTH

Dr. AKSHAY KUMAR, KANIKA THAKUR

M.A. of Journalism & Mass Communication

School of Journalism and Mass Communication

LOVELY PROFESSIONAL UNIVERSITY

Delhi GT Road, Phagwara, Punjab 144001

INTRODUCTION

This research work aims at how mainstream media promotes consumer culture through Punjabi songs. This research has defined the importance of songs in our society and how songs affect the youth; songs have been an integral part of the cultural mesh of every community. Punjabi songs promote bad habits in younger generations because of abundant usage of contaminated lyrics;

Punjabi songs deviate youngsters from their studies, the portrayal of songs hinder the mental and emotional growth of youngsters. Punjabi songs are perhaps one of the most popular party songs these days , the reach of Punjabi songs are considerable not only in India but across borders also.

The Punjabi music industry is the leader in the non Bollywood segment and is about five times the Telugu music industry. These songs are not only propagating consumer culture but also objectify women in most of the songs.