Media Globalization and the Rise of Fast-Food Culture: A Catalyst for Obesity in Urban Pakistan

Abstract

The world has undergone massive changes through globalization in terms of the lifestyle, consumption patterns and culture identities which have also been experienced in Pakistan. The rising impact of the global media in the past 20 years has transformed food tastes and consumption trends particularly by the urban population. This research paper examines how the media globalization is connected to the growing popularity of the fast-food culture within the urban centers in Pakistan, and the effect of the cultural and behavior change on the growing prevalence of obesity. The study examines the influence of international media advertisements, celebrity promotion, and social media trends of western cultures to determine the influence of these media on the choice of food that results in the consumption of more calories, sedentary habits, and change in the body image. The mixed-method study that includes surveys, interviews, and content analysis of media responses indicates that exposure to fast food advertisements and Westernized media content have a significant influence on dietary choices of young people and working-class adults. In addition to this, the results also note that fast-food restaurants have become more accessible and socially desirable because of aggressive advertising by multinational companies that have turned fast-food consumption into a modern and convenient way of life, overlooking traditional and healthier eating habits. Gender and income differences in obesity also emerge in the research that associates themselves with different levels of media exposure and the change of lifestyles. Finally, the paper points to the necessity of immediate action on the policies of public health, awareness campaigns, and media literacy to reverse the negative impact of globalization on local food systems and health practices. To solve this problem policymakers, teachers, health facilities and media regulators must come together to ensure that the aspect of modernization is combined with the culture and the health of the population.