Impact of Pakistani Vloggers' Content on Youth Resocialization in Multan

Abstract

The objectives of current researcher were to examine the influences of vlogging content on the the thoughts, behaviour, lifestyle, and privacy of young people in Pakistan, while shaping their values, ideas, and social norms; to study the benefits and potential risk of consuming vlogging content and to examine the types of vlogs that attract youth and their reasons for engaging with such content. Grounded in Social Learning Theory, the study employed a quantitative methodology, collecting data through surveys from 123 female students at Women's University Multan. Analysis revealed that YouTube was the most frequently used platform, with lifestyle, fashion, and beauty vlogs being the most popular content types. Findings indicate that vlogs have a significant influence on daily decisions, brand preferences, emotional states, and perceptions of global culture. The majority of the respondents acknowledged the replicating vlogger behavior and reported that vlogs affected their views on social and cultural issues, sometimes contributing to stress or low self-esteem. Nonetheless, vlogs were also perceived as valuable tools for informal learning and skill development. The study concludes that while vlogging offers entertainment and educational benefits, it also presents psychological and societal risks. It recommends media literacy education, content regulation, and ethical responsibility among vloggers to ensure a healthier digital environment for youth.