DIGITAL MEDIA, MORAL PANIC, AND CULTURAL NEGOTIATION: A CASE STUDY OF LAZWAL ISHQ IN PAKISTAN

Abstract

This study looks at how the open discussion of dating, relationships, and gender roles in the YouTube series Lazwal Ishq sparked a significant public debate in Pakistan. Young audiences are gravitating towards online content that mirrors their real lives as digital platforms expand, but conservative groups perceive this as a danger to religious and cultural values. This study investigates why the show elicited strong reactions and how people interpreted it differently using Moral Panic Theory and Audience Reception Theory. The study demonstrates that Lazwal Ishq developed into a forum where Pakistanis discussed morality, tradition, and contemporary identity through content analysis and social media responses. The results demonstrate how digital media modifies cultural norms and promotes public dialogue on delicate subjects.