Impact of ISPR’s Films and Dramas on the Perception of Youth about the Armed Forces of Pakistan

Inter-Services Public Relations (ISPR), being the representative of the armed forces of Pakistan - Army, Air Force, and Navy has been investing commendable efforts to promote the positive national image of Pakistan and to generate goodwill among the public, particularly youth, through its productions such as drama, telefilm/film and national songs. This study has investigated the impact of ISPR’s productions, particularly films and dramas, on the perception of youth towards the armed forces of Pakistan. Concluding Elaboration likelihood model, employing simple random sampling technique. The findings of Spearman’s Correlation coefficient for the proposed hypothesis that there are significant effects of ISPR productions on youngsters as potential consumers and there is a significant relationship between Exposure to ISPR productions and positive perception of Armed forces in youngsters have been validated by 0.00 significant values. It has been analyzed that the production of ISPR influences, changes, and shapes the perception of youth about their armed forces positively. They are influential enough to generate loyalty, feelings of patriotism, and nationalism among them towards their armed forces and state.