Trend of Item Songs in Lollywood Movies and Its Impact On Youth of Lahore

TREND OF ITEM SONGS IN LOLLYWOOD MOVIES AND ITS IMPACT ON YOUTH OF LAHORE 1
Chapter 1
Introduction
This study intends to find out the popularity of Lollywood item songs among youth and
find out youth opinion regarding trend of item songs in Lollywood movies and also discuss its
impact on youth of Lahore. It is a comprehensive study on the media representation regarding
latest and upcoming Pakistani movies with emerging trend of item songs.
We are living in the age of information where media is one of the most useful essences of
human life. Its importance and its influence have been grown exponentially with the advance
technology. “The first and foremost function of the media in a society is to provide news and
information to the masses, for this reason the present era is sometimes termed as the
“information age” as well. In this present era of globalization, majority of people in the society
depends on information and communication to remain connected with the world and do daily
activities like work, entertainment, health care, education, socialization and travelling” ( Mughal,
2011).
Furthermore Mughal (2011) added that beliefs and values are based on what a person
know for a fact, assumptions and experience. This media has huge impact on society in shaping
the public opinion of the masses. The mass media can form or modify the public opinion in
different ways depending on what is the objective.
Entertainment has remained the part of human life and Bollywood is the biggest source of
entertainment which has touched the heart of many nations of diverse cultures. But now a day,
Pakistan film industry has finally started moving forward after being on hold for a very long
period of time. Film makers are now producing more and more films on societal & daily life
issues in the country. It’s actually a sign of a progressive society and is very important for a
society.
Likewise a different feature of film, music also plays a vital role to entertain and grab
audience attention. Throughout the history human has been attracted to music some people
thinks that music provide the relaxing feeling in the matter of stress. “Music is a world within
itself, with a language we all understand” Music is like a language, all on its own, with or
without words. Music has been described as “the language of the soul” (Stevie Wonder sang,
n.d).
People love music and have influence on them. Without music movie is incomplete. To
Keep this thing in mind Bollywood films have given new trend to song which called item song
that plays an important role for the popularity of film. Film directors are using item song as a
marketing tool for their film promotion (Indian Film Board and Association 2013). Now Items
songs are becoming very common these days in latest Lollywood movies.
Item songs walk together with you whenever fun and happiness are the requirement of
the moment. From birthday celebration to wedding ceremony , and from college grand party to
the jubilation of first job item numbers always add extra fun and push you further to enjoy the
festivity. Pakistani Film Industry is now turning out to be nothing more than phenomenal scripts
coupled with Bollywood inspired cheap item numbers using our very own local Pakistani talent
who has been respected for years for their superior acting skills and characters that touched our
hearts.
Pakistani Actress who has fired the stage with their item song such as Mathira, Mehwish
Hayat, Zhalay Sarhadi and now Saba and Ayesha Omer is the new item girl of the industry who
is also anticipated to rock the stage too. In Pakistan effects of Bollywood can be seen
everywhere. Item songs represent Indian culture which is totally against Pakistani culture and it
is threat to Pakistani culture.
In Lollywood movies trend of item songs adopted as to entertain the audience without
knowing their cheapness of lyrics, dressing and dance movement which have influence on their
daily routine. Item songs are the phenomenon of Bollywood industry which suit them but in
Lollywood public doesn’t appreciate such kinds of songs. The actress showed vulgarity in the
song and got huge criticism from public.
Item numbers are a borrowed trend from India said by Hamza Ali Abbasi says item
numbers no different than mujras. He adds "Item numbers don't define the success of a movie.
Khuda Ke Liye, Bol and Waar revolutionized our cinema and none of those movies had an item
number. Filmmakers have a responsibility to depict our society in a realistic manner. When you
can't even go to the poshest area in the country wearing the same clothes that the women in item
numbers wear, that's not a fair picture you paint of our culture. Jalaibee, on the other hand, can
be defended by the fact that they showed decent clothing in an item song. Recently, Pakistani
heartthrob Hamza Ali Abbasi was quoted as saying:
“I am tremendously proud of Zhalay Sarhadi for not taking her clothes off in her
performance in the film. Proud of Yasir Jaswal for not going along with the emerging trend of
revealing ‘item numbers’ in Pakistan films.”
Researcher describe this in plain words for all those people out there whose primary
focus remains women’s clothing. An appropriate choice of clothing does not cover for a woman
made to flaunt her ‘jawani’. The problem here is not the clothes but the portrayal of a woman of
Pakistani society, who is seen dancing, while being ogled by men, to lyrics such as:
“Tere aangan mein hi chamke gi meri ye shookh jawani”

Pakistani drama industry is praised across the border for showing the strength of womanhood,
but Pakistani film industry is keen on copying Bollywood’s sexist approach to women, for
reasons unknown. Music and art are a reflection of a society’s traditions and values, and
currently, our songs portray a woman’s image as:
“Gutka main hun chaba le, Baaja main hun baja”
Namrata Joshi, a senior associate editor at Outlook India, talks about the choreography of
item songs in these words,
“The choreography is similar across most (item) songs: one semi-clad women getting
leered at by several men, being objectified for the consumption of men and talked of as some
kind of dish.”
Feminist and gender activist Kamla Bhasin says,
“It (item song) is an unequal sexuality, where one is the subject and the other, the object.
The woman is naked, the man fully dressed. There is no mutuality. The woman sells and the man
consumes.”
1.2 Statement of the Problem
This study explores “Trend of Item Songs in Lollywood Movies and its Impact on Youth
of Lahore”. The researcher explores that why every latest and upcoming Lollywood movie
adopted trend of item songs and what is the impact of Pakistani item songs on youth of Lahore
either positive or negative.
1.3 Rationale of the Study
This study is about “Trend of Item Songs in Lollywood Movies and its Impact on Youth
of Lahore”. Item songs are much popular in Bollywood movies in recent years but now this
emerging trend is also become integral part of new and upcoming Lollywood movies. The
filmmaker thinks that public especially youth attract catchy beat and also have another point of
view that is item song hit the movie. The purpose of selection this topic “Trend of Item Songs in
Lollywood Movies and its Impact on Youth of Lahore” is to find out the popularity of
Lollywood item songs among youth and also find out youth opinion regarding trend of item
songs in Pakistani movies and how they have impact on youth of Lahore. So that’s why the
researcher selects this topic to investigate all points behind trend of item songs in Lollywood
movies and its impact on youth of Lahore.
1.3.1 Rationale for Selecting Lollywood
The researchers has selected Lollywood because Pakistani film industry has finally
started moving forward after being still for a very long period of time. It doesn’t mean at all that
all those “Low quality, Gujjar and Vulgar films” are now fully removed from the industry, but if
this positive progress will continue in future as well then no doubt such films will quickly lose
their place in the industry. The change in the industry is very much linked with the change in
society as well; this can be noticed by looking at the fact that film makers are now producing
more and more films on societal & daily life issues in the country.
Beside this revolution in Pakistani film industry, other important and notify change is the
emergency of the item songs becomes common in the latest and upcoming Lollywood movies.
Film makers use that trend to entertain and promote their film only using one thing that is called
Entertainment without knowing their harmful effects on youth lifestyle.
1.3.2 Rationale for Selecting Item songs
Now a day, Item songs have become integral part of most latest & upcoming Pakistani
movies. Trend of item songs is adopted by Bollywood movies. Pakistani youth is inclined to
watch and listen item songs of Bollywood movies but when they watched the Pakistani item
songs just like Mathira their comments regarding that item number is not very much positive.
Lyrics are considered as soul of the song. Item songs do not have suggestive lyrics i.e. Billi,
Jawani, Mastani, Sone Di Tavitri, Teri he kami hai etc.
The purpose for the selection of item songs in Lollywood movies is that item song
literally mean is a “Musical performance”. The main aim of an item number is to entertain and
support to the marketability of the film. The term is commonly used in connection with Hindi,
Kannada, Tamil and Telugu cinema, to describe a catchy, upbeat, often sexually provocative
dance sequence for a song in a movie (collindictionary.com). The facial expression of item girl is
depicting seductive looks and their dancing movements also against our values. Pakistani item
songs represent Indian values through their item number in front of the people.
1.3.4 Rationale for Selecting Youth as Target Population
Youth all over the world has been revolutionary force. It is also consider the builders of
future. Youth of a nation can do wonders if availed, trained, educated and informed in an
optimum fashion. The future of every country is in the hands of youth. So that’s why the
researcher selected youth as target population. According to United Nation Educational,
Scientific and Culture Organization youth, are those persons between the ages of 15 to 24 years.
1.4 Significance of the Study
The topic “Trend of Item Songs in Lollywood Movies and its Impact on Youth of
Lahore” gain so much importance. Mass Media highlighting the emerging trend of item songs in
Lollywood movies which is totally describe the Indian culture and the portrayal of women in
item numbers also depict vulgarity in front of the viewer. Here is a list of item numbers in which
either at a large scale or to some extent “Vulgarity” is seen such as Billi, Jawani, Mastani, Sone
Di Tavitri, Teri he kami hai etc.

When the word music appears, every person has opportunity to listen his own choice
music. There are different types of music which include rap, classic, rock etc. Item songs have
given a new trend in music industry. Filmmakers are used item songs to make their film
blockbuster and entertain the viewers in a delight manner.
This study has basic aim to find out popularity of Lollywood item songs among youth
and find out the youth opinion regarding trend of item songs in Lollywood movies. Researcher is
going to explore the youth thinking pattern regarding those celebrities who perform in item songs
and to find the level of influence of youth related to Pakistani item songs.
Recent studies have shown that children, teens and young adults are the most affected by
the negative messages given off by today music industry (University of South Carolina, 2015).
The dancing steps of item girls and dressing style or the use of cheap words in the form of music
is totally against the Pakistani culture. It means that adoption of item songs from India destroy
our culture in a harmful way.
1.5 Objectives
The objectives of the study are
 To find out the popularity of Lollywood item songs among youth of Lahore.
 To explore the youth opinion regarding trend of item songs in Lollywood movies.
 To find out youth thinking pattern regarding image of celebrities who are performing in
Lollywood item songs.
 To explore the impact of these item number on youth of Lahore.
 To find out trend of item songs in Lollywood movies are public demand.
1.6 Research Questions
There are following research question of this study:
 Why item songs are include in every latest and upcoming Lollywood movies?
 What is the youth opinion regarding trend of item songs in Lollywood movies?
 Do Lollywood item songs have impact on youth of Lahore?
 Dose an item song give popularity to item girl/ performer?
 Does Trend of item song is public demand?
 Do trend of item songs should be sustained?

Chapter 2
Background
The music is a tone or sound employed, occurring in single line (melody) or multiple
lines (harmony), and sounded or to be sounded by one or more voices or instruments, or both
(Dictionary. com). Music is the greatest creation of man, which touches the soul and also helps
man to sympathetically manifest unspoken desire and humanity in him. The basic elements of
music, rhythm, dynamics and sound properties are color and intensity.
“Music does bring people together. It allows us to experience the same emotions. People
everywhere are the same in heart and sprite. No matter what language we speak, what color we
are, the form of our politics or the expression of our love and our faith, music proves we are the
same”. John Denver
2.1 Item Songs
“Song is a short metrical composition intended or adapted for singing, especially one in
rhymed stanzas, a lyric and ballad” (Dictionary .com). The movie is incomplete without songs.
“The term an 'item number' or an 'item song, is commonly used in connection with Hindi,
Tamil and Telugu cinema, to describe a catchy, upbeat, often sexually provocative dance
sequence for a song in a movie”( collinsdictionary.com).
Any song in a movie that is a musical performance by beautiful women dancing, wearing
revealing clothes, having little or no relevance with the movie’s story and having an intention of
supporting the marketability of that movie is the item-song for that movie.
The item numbers help to generate publicity of the film and the trailers of the film have
glimpses of the item song to create excitement for the movie. Item songs are used as a way or a
vehicle for the commercial success of a film and thus, almost all the filmmakers favor the item
songs even if they add nothing to the plot.
2.2 History of Item Songs
Item song is not a new concept in Bollywood movies. The item songs are a part of the
industry from the 1930s. The first item songs were introduced by Cuckoo Moray, an Anglo-
Indian dancer in Hindi cinema during the 40's and 50's. Many popular numbers like "Man dole
mera tan dole" from Nagin, "Ab Aage Teri Marzi" and "O Jaanewale Ruk Jaa" from Devdas,
"Kaho Ji Tum Kya Kya Kharidoge" from Sadhna, "Chadh Gayo Paapi Bichhua" from
Madhumati, "Neele Gagan Ki Chaoon Tale" from Amrapali and "Hothon Pe Aisi Baat" from
Jewel Thief.
Till then, there used to dance performances from the actress who were playing the role of
a cabaret dancer or of a tawaif (prostitute), which provided the explicitly sexual musical
entertainment. Azoorie often performed on item songs in the early 30s. Later, Cuckoo became
the popular item girl in the 40s.
In the 50s, Helen became the unmatched dancer and continued to rule the industry in the
60s and 70s. Her hit item numbers were ‘Mera Naam Chin-Chin Choo’ in the movie Howarh,
‘Piya Tu Ab To Aaja’ in the movie Caravan, ‘Mehbooba Mehbooba’, ‘Yeh Mera Dil’, ‘O
Haseena Zulfon Wali’, etc. Later in the 70s, actresses also entered Helen’s monopoly.
In the 80s and 90s, both the vamps and heroines had their combined or individual item
songs. Madhuri Dixit is another trend setter and in 1980, her performance on the song “Ek Do
Teen” made her a superstar. She did a lot of item numbers after that like “Choli Ke Peeche”,
“Dhak Dhak” etc. Shilpa Shetty was the heart of the 1990s where she gave item numbers like
“Main Aayi hu UP Bihar Lootne”.

The top songs on any radio channel or television music channel is either “Baby Doll
Main Sone Di” from the film Ragini MMS 2 or “Kamli” from the film Dhoom 3. These songs
are popularly referred to as an “Item Number” or “Item Song”. Everyone in Bollywood, actors
and actresses, are doing item numbers and such songs are getting more and more popular each
day. The actresses who exclusively perform on item songs are popularly called “item girls”. The
following article will take you back to the times of Helen till the times of Katerina Kaif.
Most of the established Bollywood stars have done item numbers. And most of the new
comers in the industry (especially women) find that item songs are a shortcut to success and
believe that traditional roles no longer guarantee stardom.
In 2007, Malika Sherawat charged Rs. 15 million for the item number “Mehbooba
Mehbooba” in the film Aap Ka Suroor after which she became the most expensive item girl in
the industry. Malaika Arora Khan and Yana Gupta are one of the official item girls in the
industry.
The item songs became more and more common and in 2010, Katrina Kaif performed on
the song “Sheila ki Jawani” in the film Tees Maar Khan and Maliaka Arora Khan performed on
the song “Munni Badnaam Hui” from the film Dabangg. These were trend setters in the item
song revolution and there was no looking back.
2.3 Music of Pakistan
Music of Pakistan dates back to over 5000 years. Pakistan is the modern name of a
country once was named as sindu supta and India (Land of Indus). This is where the great Indus
civilization flourished which was rich in art, music and dance. The dancing girl and the musical
pots found from Moen Jo Daro are some of the proofs of the early music of this land.
Pakistani music has evolved with many historic phases under which this land went thru.
Invaders from all corners of the world brought their bits of spices to the music, culture and art of
Pakistan. After the arrival of Islam and then the revolution of Sufism music became ever more
mature and developed a new identity of it.
Sindhi kafi is an indigenous musical form of Sindh. The word kafi, is of Arabic origin,
used in the sense of "final" or "enough" in the expression “Allah Kafi”, which means, “God
Almighty is Supreme”. Thus the kafi is a devotional form of music composed in a particular
form derived from a mixture of classical, semi-classical, and light music forms (specifically, the
kheyel, tappa, thumri, and geet). The mystic poetry of the Sufi saints is usually sung in this
mode.
Qawwali as a musical form is closely linked with the Sufi tradition of Islam and the
particular practices that Sufi scholars developed to achieve closeness to God. When Muslim
Sufis came to India, the first thing which struck them was the important role which music played
in the socio-religious life of the local inhabitants. They realized that music would help them to
communicate with the people and attract their attention towards the tenets of Islam.
Folk music of Pakistan represents the real culture of the people: their love and hates,
their joys and sorrows, their colorful ceremonies and festivities, and above all their spiritual
entity. It includes all the songs and dances spontaneously originating among the people of
different regions.
Pop in the 1980s, Western-style pop music entered the Pakistani music scene with its
characteristic fast pace, steady beat, and electronic instruments, continuing an evolutionary
change over time from classical, to semi-classical, to popular forms. Pop music in Pakistan is
undergoing a healthy expansion. Young bands enjoy wide exposure and must compete with
talented new entrants to the field. It has more rhythmic than melodic appeal, especially for
younger listeners, who fall under the sway of its almost amorous quality.
2.4 Item Songs in Lollywood Movies
Pakistani cinema is going through an interesting phase of its revival, but the same sexist
approach has come to trouble Pakistan too. Recent series of item numbers in almost every newly
released and upcoming Lollywood movie are examples of this approach. The makers of
unnecessary item numbers are those ‘hypocrite liberals’ who never consider women as equal to
them and use women as ‘objects’ to attract audiences. Some recent examples are the item songs
in Pakistani movies Karachi se Lahore, Jalaibee and the not too old, Na Maloom Afraad.
Song is a combination of lyrics and lyrics are soul of song. But the item songs do not
have suggestive lyrics. Item song s represents the Indian culture because of availability of Indian
channels in Pakistan. People are used to watch these item songs as an entertainment which is
totally against with the culture of Pakistan.
After Bol and Waar, public have high hopes from Lollywood. A woman does not always
have to be ‘the glamour’ and the hero’s love interest in a movie. There is much more to a woman
than that and there is a lot more that women can do. India has realized this and item songs that
are great career boosters for actresses are now being frowned upon. First it was Ayesha Takia,
then Kareena Kapoor and now it’s Kangana Ranaut among the B-town beauties that have
reportedly rejected offers of item numbers.
Bollywood is the largest film industry in the world, both in terms of profits generated and
the number of films produced. In contrast, the Pakistani film industry has only just taken flight
after decades of mediocre films that were shunned by discerning audiences.

One of the key factors that have contributed to the success of Bollywood films has been
the “item numbers”. Realizing the value of item songs, Pakistani film directors seem to have
taken a leaf from Bollywood film makers and it appears that every new production in the
Pakistani cinema now features an item number. Despite the criticism and hate directed towards
the artists, it cannot be denied that the locally produced item numbers have become the most
watched songs in the recent months.
Mehwish Hayat grabbed the audiences with her sizzling item number Billi in the recent
hit Na Maloom Afraad. Set against the same backdrop of a local circus scenario surrounded by
gangsters and enthusiasts, Billi is reminiscent of Bipasha Basu’s Beeri. Where Bipasha was seen
grooving on the desi beats of Beeri Aliya Ley.
The forever-young Mahnoor Baloch and notorious for her gujji gujjis, Mathira stunned
the audiences with their combined item number Teri Hi Kami in Mein Houn Shahid Afridi.
While Mathira embraced the Arabic attire reminding you of Mehek Chahal in Le Le Maza from
Salman Khan’s film Wanted, one couldn’t let Mahnoor’s resemblance to Katrina Kaif in Zara
Zara Touch Me go unnoticed.
No discussion of item numbers is complete without a discussion of Jawani starring
Zhalay Sarhadi. The song may not qualify under the category of item numbers given that Zhalay
is fully clothed, but you can’t help but be reminded of Madhuri’s performance in Ghaghra in Yeh
Jawani Hai Deewani, even if Zhalay does not quite match Madhuri’s perfection in dance.
Saba Qamar rose to controversy after the trailer of her item song Mastani for an
upcoming movie 8969. While no particular dates have been announced for the movie’s release,
Saba Qamar’s Mastani went viral on the internet. Even the trailer claimed ‘Bollywood has
Sheila, we have Mastani’. While the dance moves and tracks can’t match Farah Khan’s efforts in
Sheila, Mastani is sure to move grab audiences with her moves.
Even though the trailer for Ayesha Omar’s item number in the forthcoming Karachi say
Lahore is barely a few seconds long, people are all psyched about what could be the local version
of Kareena Kapoor’s Fevicol. With a sneak peek that shows candid Ayesha Omer shaking on the
beats of the number, the song is expected to beat the records of the recent item numbers in the
industry.
Marketing became are important factor for film directors that is why they are using item
song as promotion marketing strategy of their film because of this reason item song of the movie
started to run in different music channels before releasing of the film. A teaser of films contains
item songs of that movie in order to grab the viewer attention. To watch that item song audience
watch whole movie. Due to the popularity of item songs in Bollywood movies now Lollywood
film industry adopted item song trend from Bollywood to make their movie hit and profitable.
Chapter 3
Literature Review
Literature review is considered to be the most important stage of the research process as it
allows to learn from (and eventually add to) previous researches and also saves time, efforts and
money. Therefore, the researcher reviewed all the relevant available literature.
This research deals with the “Trend of item songs in Lollywood movies and its impact on
youth of Lahore”. Researcher has viewed related material on this topic on internet and libraries.
This literature review includes research paper, article, thesis etc.
Maria Fayyaz (2014) stated in her study “Impact of Bollywood item songs on youngsters
of Lahore” the main objectives of the study were, to know the popularity level of item songs
among youngsters, to explore the reasons that why youngsters listen item songs and to explore
what are the behavioral (communication patterns, social environment, social activities and
personality appearance) impacts on youngsters. To explore the psychological impacts (thinking
capacity, thinking pattern, gestures, emotions and mood swings). Survey method used as a tool
of data collection. It targeted 200 respondents to prove that item songs have impact on
youngsters of Lahore. First hypothesis was “Item songs have impact on youngsters” and second
hypothesis was “Item songs are more popular in youth than other types of song.” The general
findings revealed that item songs are more popular in youngsters and item songs are more
popular in youngsters than other types of songs. The researcher concluded that item songs have
impact on youngsters of Lahore and are more popular in youngsters than any other generation
and other types of songs.
According to American Academy of Child and Adolescent Psychiatry (2013), “Harper
Collins, a member of this organization, pleads towards the negative effects of music by stating,
“The following themes, which are featured primarily in some lyrics, can be particular
troublesome: Drugs and alcohol abuse that is glamorized, Suicides as an “Alternative” or
“Solution”, “Graphic violence” etc. leaving more parents concerned towards the exposure of
their children. He then goes into more detail by vouching for parents, researching out to them
and giving them tips on how to deal with this matter. Mr. Collins notes, “Parents can help their
teenagers by saying attention to their teenagers purchasing, downloading, listening and viewing
patterns, and by helping them to identify music that may be destructive,” allowing parents the
opportunity to discuss this issue with their own children.”
In the article, “Impact of media use on children and youth, (2013)” written by Pediatrics
and Child Health, goes into great depth concerning the exposure of media use, including
television, internet, video games and music. In one portion, they stated, “Music lyrics have
become increasingly explicit, particularly with reference to sex, drugs and violence. Research
linking a cause and effect relationship between explicit lyrics and adverse behavioral effects is
still in progress at this time. Meanwhile, the potential negative impact of explicit music lyrics
should put parents and pediatricians on guard. Pediatricians should bring this up in anticipatory
guidance discussions with teenagers and their parents. At the very least, parents should take an
active role in monitoring the music their children are exposed to. “This excerpt allows many to
agree that music is not being examined closely enough”.
Wasmia Asif (2013) stated in her study” Popularity of Bollywood Item Songs and its
impact on youth of Lahore.” The main objective of this research is to explore that why item
songs are more popular than other songs and its impact on daily life of youth. For this purpose
researcher collected precise data to check and analyze the responses of respondents regarding
item songs and why Bollywood item songs are popular more than other songs. With changing
trends, Bollywood directors have adopted the new techniques called item songs for the marketing
of their film which has given a new meaning of entertainment for youth. For the sake of new
pursuit and amusement youth is more indulge to watch item songs. This study applied Uses and
Gratification theory and Social Learning theory. The study is quantitative in nature. A sample of
200 students is chosen from two universities of Lahore through purposive sampling and for the
data collection the students of both gender male and female have been contacted. Researcher
designed various question in her survey to fulfill the aim of research with the help of findings it
is cleared that Bollywood item songs are more popular than other songs of Bollywood movies
and it has an impact on the daily life of youth.
Ovais Ahmad Mangalwala (2013) stated in his article “item songs and flirting with
danger” states that the culture of below the belt lyrics provides to be double- edged sword. For
filmmakers, they generated free publicity, helping the film with its box office success. For the
audience, such songs played a crucial part in diminished the awkward feeling associated with
them, filmmaker have cashed in on hundreds of numbers by many popular item songs. For many,
such songs are linked to inciting violence. What I don’t understand is how educated actors
happily take up the task; why do they put their bodies on such an obvious display of sexual
objectification? For others, the impact of the visual medium is a little less than that of a
fabricated story. They are of the option that item songs have been there forever so they cannot be
blamed for any sex-related crimes. Those who don’t like this kind of stuff should stop watching
it.
Reena Daruwalla stated in her study that with skimpy clothes, explicit moves and
lascivious camera angles and suggestive, vulgar lyrics, the item song routinely objectifies women
and suggests to men that they are “fair game”. While a movie maker should be free to make such
a depiction. We are free country the fact is that the man is just not mature and evolved enough to
view this purely as entertainment. The item song cements in his mind, his view that women are
game for anything.
Rouledge (2013) stated in his article “why do songs have words “say that songs are in this
account a form of propaganda. As goddard, Pollock and fudger put it from a feminist
perspective, “lyrics constantly reflect and reinforce whatever society currently considers
desirable, they express dominant sexual ideologies through their recurrently exploitative images
of women, their stereotypes of sexual subjugation, their treatment of femininity as at once
“mysterious and “dependent” and above all through their systematic denial of the material reality
of sexual exploitation.
Rajiv Vijayakar (2013) stated in his article “The role of a song in a Hindi film”. The article
explores the role of the ‘Film Song’ in the life and popularity of a Hindi film and study its unique
narrative attributes and purpose vis-à-vis songs in other world cinemas. The Hindi film song has
been an integral and integrated part of a Hindi film’s script. It not only exists in a musical Hindi
movie but is also used as a narrative device in films of every genre from comedies and romances
to crime thrillers and horror films, most of which, routinely, may have five or more songs. The
lyrics of songs are used to convey progressions in sequence and character moods much more
succinctly than volumes of dialogues and visual sequences, accompanied by vocal music backed
by an appropriate orchestral tenor in both popular and art-house Hindi movies. This article, while
providing a historical perspective to the origin of the Hindi film song, introduces readers to some
of the legends of Hindi cinema’s music-making industry that enjoys an independent life of its
own, often beyond its source films’ run and popularity. Moreover, it explains the roles of the
primary collaborators involved in the making of a Hindi film song, and discuss the structure,
functions and integral narrative duties of a good film song for a fair appraisal of its existence.
Standout examples of songs from the 84-year-old journey of the Hindi film song are used to
argue why it should be appreciated as one of the most crucial forms of Indian popular culture.
Debesh Banerjee (2013) stated in her article “there is a dangerous and negative aspect about item
songs. Filmmakers cannot escape from the fact that such item songs corroborate negative,
sometimes dangerous, point of view of people especially in urban country. It corroborates a
patriarchal point of view. It’s not fair to blame item songs for objectifying women. If you look
around at forms of popular media such as billboards, hoardings, TV and print commercials, you
have women selling stuff ion a suggestive manner. I detest the term “item song” and believe that
they are a soft target because of popular perception. We should not look at things in isolation.
The perceptive that is lacking is that if these songs were not relevant in films, producer and
directors would not create them.
M. Qamar (2012) stated in his article “The impact assessment of Indian culture on
Pakistani society in Faisalabad city” Which objectives were to assess the impacts of Indian
culture on Pakistani tangible and intangible culture (norms and values) and also identify the role
of mass media in promoting Indian Culture in Pakistan Society? A sample of 120 respondents
was selected from Faisalabad city through multistage sampling technique. The results of the
present study demonstrated that all of the respondents were well aware of the hostile and adverse
impacts of Indian culture on Pakistani society. Such as our language, dressing life style,
performing and visual art, values and norms are highly influenced by Indian culture. Mass media
particularly cable TV a network was found a key factor to spread Indian culture in Pakistani
society. It is concluded that it is the ability of Government, mass media, cable operators and
every citizen of Pakistan to follow original Pakistani culture and lead their lives according to the
philosophy of Islam”
Saira Saeed (2012) stated in her study “The Impact of Effete Songs on youth: A case
study of Enrique Iglesias and Britney Spear Songs in Lahore, Pakistan.” through using survey
questionnaire and focus group as a tool of data collection. It targeted 200 people from different
universities of Lahore who are regular listener of English songs and specifically of Enrique
Iglesias and Britney Spear songs. The study recorded the great impact of these videos on youth
and also suggested some recommendations for its improvement. First hypothesis was “Rap
music is deteriorating culture and moral values.” The general findings revealed that the majority
of respondents think that these videos are responsible much for putting society in wrong
direction. They believe that a lot of work needs to be done in this regard. Some people also think
that these songs are responsible for the outburst of bad habits in youth.
Rabia Ahmad (2012) stated in her study “Consumption Patterns of Rap Music among
Youth” through survey using questionnaire as a tool of data collection. Music is a form of art and
has essence to deal with the psychological needs of youth. Rap music is a creative younger of
music and caters the interest of youth; it manipulates the stance of youth. This research was
conducted to find out the motivation of youth behind listening to Rap music and the role of Rap
music to gratify the psychological needs of youth. Survey method has been used in this research
and youngsters of age 18 to 24 who listening to Rap music have been selected for this survey.
The hypothesis was “listening to Rap music among youth gratifies the psychological needs of
youth.” The general findings revealed that youth listen to Rap music for the gratification of their
needs. This research is very important because of youth increasing interest and inclination
towards Rap music and in this research the researcher has selected the Pakistani youth to find
out that why they use to listen Rap music as this music genre has power to grab the attention of
youth and to meet the psychological needs and desires of youth.
Nosheen Mahmood (2012) stated in her study “Role of Background Music in Movies” to
find out that the level of effectiveness of background music in strengthening the message of the
scene is very high. The role of background music in conveying the real meaning of the dialogues
is very major and vital. The change in background music can change the dimension of any scene
in any movie. It tells the complete information about the genre of the movie. The data analysis
collected through pre-post experimental method. To test the hypothesis researcher has selected 3
movie clips from 3 different genres, one movie clip from each genre and genre are comedy,
romantic and horror. A large part of a movie’s success depends on the simultaneous use of both
the visual and auditory signals. In fact, successful movies without music are rare.
First hypothesis was “Background music strengthens the idea of the scene” and second
hypothesis was “The changing of background music changes the understanding of the scene in
the movie.” The general findings revealed that the majority of respondents think that background
music enhance the concentration in the scene and change in background music can change the
dimension of scene. There is a great importance of this study because of increasing interest and
inclination towards background music in movies.
Tabinda Khurshid (2012) stated in her study “Effect of background music of television
soaps on viewers: A case study of youth in Lahore, Pakistan” through survey using questionnaire
as a tool of data collection. It targeted 200 people from different universities of Lahore who are
regular viewers of television soaps of both Pakistani and Indian. The study recorded the great
impact of background music of television soaps and also suggested some recommendations for
its improvement. First hypothesis was” Background music plays a significant role in the
popularity of television soaps” and second hypothesis was “Background music of television
soaps plays a significant role in the increasing retention power of viewers.” The general findings
revealed that the majority of respondents think that background music is important for television
soaps as it can attract the viewer’s towards the story of the soap. They believe that without a
background music there is no element of entertainment in television soaps. Some people also
think that title song used as background music can also put its impact on us.
Arbab Waheed (2012) stated in her study “video songs of the private music channels in
Pakistan and its influence on youth” through the survey using questionnaire as a tool of data
collection. It targeted 200 respondents who watched the music video on Pakistani music
channels. Focus group discussion was also conducted. The targeted population was youth who
have exposure to music channels and their videos songs. The population from the different
universities was taken. Results showed that the video songs influence the mood swings of the
youth. Youth mostly spend their time in watching the different music channels. Music channels
give the best entertainment to the youth.
Shehla Tabassum, (2012) stated in her study “Status of Music in Pakistani Film
Industry” through intensive interviews as tool of data collection. It targeted six respondents
including filmmakers (producers, directors), poets, singers and musicians. The study examined
the status of music in Pakistan’s film industry from 1960’s to date, finding the level of music in
different decades with special focus on present condition of film music. The hypothesis studied
were “Music plays a significant role in the popularity of a film” and “technology (musical
instrument) plays an important role in the production of music.” Study terminates that film music
has great deal in the popularity of a film and almost 50% credit goes to music if a film become
popular. Study concludes that there is need to make fusion of old and new instrument and it is
necessary for every composer or musician to have knowledge of use of both types of instrument.
The general findings revealed that the majority of respondents believe that the era of 1960’s to
1970’s can be considered gol8den era of Pakistan film music. Standard of film music in present
era is declining day by day and after 200 no developments has been seen in Pakistan film
industry. However some respondents said that film music is progressing and will maintain its
standard soon.
Asma Jaleel Qureshi (2010) stated in her study “Contemporary Rock and Rap Music: An
agent of social and psychological change among youth” as music is one of the main successful
prevailing ways to influence, enhance, inform or destroy one’s mind. The target of the study was
to find out that whether contemporary rock and rap music an agent of social and psychological
change among youth, who listen such kind of music. To prove this, the survey method is used as
a tool of data collection. It targeted 100 boys and girls of age ranging from 18-26 years and only
those who are interested in Rock and Rap Music were taken in this study. The students are taken
from different universities of Lahore. Furthermore the researcher has also done content analysis.
For that the Rap and Rock songs from year 2002-2005 were selected for the research studies
using purposive sampling, in which abusive language and offensive content are used.
The hypothesis of the research study are “Greater listening to Rock and Rap music, the
greater is the psychological and social change among the youth” and “Lyrics of rock and rap
music are unethical that are affecting the youth negatively.” So, the majority of the survey
results demonstrate that today’s youth is getting affected by the rock and rap music that publicize
violent/ aggressive and indecent content through the attractive high beats and depraved lyrics.
And such genre of music are becoming cause of changing of changing and manipulating the
innocent minds of youth that in return are bringing social and psychological change.
According to the research study carried out, the rock and rap music are not with in the
ethical and moral boundaries of religion and society and to examine these two genres, music
videos were chosen to examine their content, lyrics and visuals which on evaluation established
that music videos of Rock and Rap music are not ethical and moral rather most of them are
offensive and indecent. The researcher hence tested the hypothesis accordance with thesis
subject and results found out that not only the survey results support the hypothesis but also the
content analysis findings specify the same.
Havi Zayed (2010) stated in his article “Pakistani Nationalism Vs Bollywood” says that
In Pakistan the effect of Bollywood can be seen everywhere. Though the influence of Pakistani
Nationalism has not diminished completely and Bollywood is still seen negatively by a very
large section of the population the effect it has on much of the younger generation in Pakistan is
clear. Conversations between youth and college students often focus on new Indian songs and
movies or discuss the affluent lives of actors and actresses. Pakistani girls idolize Katrina Kaif,
Karina Kapoor and other actresses and equally admire actors like Shahrukh Khan. Many of them
have very minimal knowledge of the Pakistani Music Industry since Bollywood has become a
complementary market for them. This trend is further represented by the shrinkage in the sales of
Pakistani CD’s and Cassettes. Many segments in society don’t see this as a problem at all and
simply claim that people shouldn’t be told what to do and cannot be directed. They simply feel
that the entire topic is pointless claiming that Pakistanis simply should not over concern
themselves with such affairs. They claim that just like Lollywood, Pakistani music simply is not
good enough or really useless and the Indian music is likely to “inspire the Pakistanis” into
making something for the local population.

Kaieteur (2010) stated in his research article Sexual and Violent songs are corrupting the
mind of our youth says that “Sexual and violent songs should be banned from radio and
television because of the negative effects they have on society”
Sundus Yousaf (2009) stated in her study that with the expansion of cable television to
much of the nation over the seven or eight years, concern has grown about the Cable T.V
watching habits of the youngsters in Pakistan. This study is aimed at collection precise data to
analyze the “Role of Cable TV in promoting dance culture among youngsters.” The hypothesis
of the study was “The more the exposure to cable television is creating hype among young
generation to watch and adopt dances of other culture. The main objective of the study was to
observe the degree of adoption of dance culture shown on cable TV to youngsters. Researcher
methodology constitutes uses and gratification theory. Survey method was applied and a
questionnaire used as a tool for data collection. Data was collected from three educational
institutions of Lahore representing different classes of our society and sample size was 100. The
researcher selected Pakistani in Indian dance shows for comparison. This is significant as it
draws the attention of young generation towards the impact they are receiving by viewing cable
TV dance shows that may affect our society and culture as a whole. Findings revealed that cable
television is playing negative role and spreading dance culture among youngsters, taking them
far away from their religion and mixing our culture with others culture. And young people watch
cable TV to acquire entertainment and not any productive motive is behind the reason of “liking”
cable TV, yet they wish to have access to only those selected dance shows that promotes
immorality, vulgarity and untraditional indecency. Youngsters when see their favorite actors in
dance shows they try to adopt their dance styles, specific steps associated with them.
Amita Nijhawan (2009) stated in her study Item songs are big-budget dance sequences in
Bollywood and arresting examples of how bodies of dancing women in Bollywood, with fusion
of traditional and contemporary dance genres construct new sites of sexual desire and identity in
India. While these spaces of articulation are not immune to the circulation of female bodies in a
globalized Indian economy these dancers do have the opportunity to convey a different kind of
femininity than what has been allowed in Indian popular culture. Milder censorship, the MTV
revolution, the political-economy of making dance videos, the granting of industry-status to
Bollywood and the exponential growth of the cosmetics industry are all fundamental to the
changes. This article is a mapping of Bollywood dancers with an eye to Indian myths about
dancing women, apsaras and devadasis, and an analysis of trends that allow rupture and re-
articulation of dances and the ideologies they produce. The article employs a combination of
dance and film studies analysis.
Amber Malik (2009) stated in her study that Movies play an important role in our society
and will continue to influence and shape the culture for ages to come. Film has more glamour
and entertaining aspect than any other medium. This study investigates the “Effects of glamorous
movies on youth.” The hypothesis of the study was” the more the exposure to glamorous movies
the more will be the effect on the lifestyle of the youth.” The main objective of the study was to
observe the degree of adoption of lifestyle shown in the movie culture by the youth. Researcher
methodology constitutes magic bullet and uses and gratification theories. Survey method was
applied and questionnaire used as a tool for date collection. Data was collected from three
educational institutions of Lahore representing different classes of our society and sample size
was 100. The researcher selected Hollywood, Bollywood and Lollywood movies for comparison.
This is significant as it draws the attention of the young generation towards the impact they are
receiving by viewing glamorous movies that may affect our society and culture as a whole.
Findings revealed that these characters are influencing youngsters and they prefer to watch
Bollywood movies. It was also cleared that youth tend to makes changes in their lifestyle
especially in their dressing, language and appearance by viewing these glamorous movies.
Youngsters when see their favorite actors in glamorous characters, they try to adopt the style,
attitude and language of these characters. At the end the study also suggest some of the
suggestion for the improvement of the film industry in Pakistan and also for the betterment of the
situation.
According to American Academy of Pediatrics (2009) “Impact of Music, Music Lyrics,
and Music Videos on Children and Youth”. Music plays an important role in the socialization of
children and adolescents. Popular music is present almost everywhere, and it is easily available
through the radio, various recordings, the Internet, and new technologies, allowing adolescents to
hear it in diverse settings and situations, alone or shared with friends. Parents often are unaware
of the lyrics to which their children are listening because of the increasing use of downloaded
music and headphones. Research on popular music has explored its effects on schoolwork, social
interactions, mood and affect, and particularly behavior. The effect that popular music has on
children's and adolescents' behavior and emotions is of paramount concern. Lyrics have become
more explicit in their references to drugs, sex, and violence over the years, particularly in certain
genres. A teenager's preference for certain types of music could be correlated or associated with
certain behaviors. As with popular music, the perception and the effect of music-video messages
are important, because research has reported that exposure to violence, sexual messages, sexual
stereotypes, and use of substances of abuse in music videos might produce significant changes in
behaviors and attitudes of young viewers. Pediatricians and parents should be aware of this
information. Furthermore, with the evidence portrayed in these studies, it is essential for
pediatricians and parents to take a stand regarding music lyrics.
This study of Tobias Greitemeyer shows that exposure to prosocial songs increased the
accessibility of prosocial thoughts, led to more interpersonal empathy and foster helping
behavior. However, inasmuch as cognition, affect and behavior were measured in different
studies, it remained unclear what variable constituted the mediating path from media exposure to
action. This was tested in the present research. In four studies, listening to song with pro social,
relative to neutral, lyrics increased helping behavior. This effect was mediated by interpersonal
empathy. The results are consistent with the general learning model and point to the importance
of the affective route in explaining how media exposure influences social behavior.
Ravneet Kaur stated in her article “Framing the Body and the Body of Frame: item songs
popular in Hindi cinema”. The basic framework of this research work is to deliberate upon the
emergence of item songs as a reinstatement of the dominance of the ‘song and dance sequences’
in popular Hindi cinema, and its inferences as a sub-text in contemporary cultural forms. While
doing so, the paper argues that the transition in consumption and the circulation/ distribution of
Hindi film songs, and other visual/ audio media has affectively facilitated the course. In the
given context, the paper further attempts to address shifts in the filmic techniques that have
consistently regulated the production of such songs, revealing a spectrum of negotiations
between and among the ‘body’, ‘performance’, and ‘frame’, with which the spectator becomes
familiarized over a series of visual/ audio leaps that have taken place in the traditional media
forms like that of television and in newer forms like the internet.
Anna Marcom stated in her book, “Hindi film songs” (2007) cited that “As with the
production and music of Hindi film songs, the cinematic context of the reception film songs has
also received little attention. There are studies that took the way films tunes to find their way to
in to the repertoire of traditional music and influence aspects of their music or performances
styles. Manual is one writer who has discussed film culture as a whole and its influence on
people world view and so on.
The journalist Saibal Chattarjee (2003) stated that “the item numbers is a raunchy,
rambunctious song performed by a lead actress, usually in a special appearance and interested in
a film with the undisguised intention of exploiting her sex appeal. The item number is generally
independent of the main narrative, for titillation is the name of the game in an age when
filmgoers are difficult to please and hits are even harder to come by”
Donald f. Roberts peter g Christenson and Douglas A gentile in the study (2003) “Music
is very important to children and adolescents” narrated that music would be the first choice of the
children’s. They preferred it over the television. In a survey it was asked by the children‘s that
which medium would adolescents take to desert isle. They nominated the first second and third
choices from the list. The highest result was the highest percentage of the music. Music
importance can also be measured by the amount of time they spend listening to it. Adolescents
devote more time to music than school children.
The above literature review shows the importance and effect of music and its genres of
item songs used in different contents. These researches were done in different eras. Researchers
of these researches were keen in telling that music is an essential tool that is always needed in the
communication stuff. The literature review is related to the topic of researcher which is “Trend
of item songs in Lollywood movies and its impact on youth of Lahore”. With the help of
literature review, researcher has formulated hypotheses and objectives of the study. No work has
done in this field, so researcher has selected this area of research “Trend of item songs in
Lollywood movies and its impact on youth of Lahore”.

Chapter 4
Theoretical Framework
Every research has some specific theoretical framework according to its nature and
objectives. A theoretical framework guides your research; determine what thing you will
measure, and what statistical relations you will look for. It specify the relationship between the
concepts in a study and provides a context for examine the problem.
Theoretical framework indicates all the concepts, definitions and propositions that related
to the research. It explains the phenomenon upon which the thesis investigation hopes to fill the
vacuum in stream of knowledge (Kerlinger 1973).
This study aims to explore the “Trend of Item Songs in Lollywood Movies and its Impact
on Youth of Lahore”. Therefore, uses and gratification and cultivation theory is applicable for
this study.
4.1 Uses and Gratification
U & G arose originally in the 1940s and underwent a revival in the 1970s and 1980s. The
approach springs from a functionalist paradigm in the social sciences. It presents the use of
media in terms of the gratification of social or psychological needs of the individual (Bulmer &
Katz 1974). U & G theorists argue that people's needs influence how they use and respond to a
medium. Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media
choice: boredom encourages the choice of exciting content and stress encourages a choice of
relaxing content.
An empirical study in the U & G tradition might typically involve audience members
completing a questionnaire about why they watch a TV programme. Denis McQuail offers
(McQuail 1987: 73).

Most of the theories on media explained about the effects media had on people. It is the
theory which explains of how people use media for their need and gratification. In other words
we can say this theory states what people do with media rather than what media does to people.
Also this theory is contradictory to the magic bullet theory which states the audience is passive.
According to uses and gratification theory, it is not so people make use of the media for their
specific needs. This theory can be said to have a user/audience-centered approach. Even for
communication (say inter-personal) people refer to the media for the topic they discuss with
themselves. They gain more knowledge and that is knowledge is got by using media for
reference. There are several needs and gratification for people they are categorized into five
categories.
Cognitive needs people use media for acquiring knowledge, information etc. Among the
audience some of them have intellectual needs to acquire knowledge this is not common to all
only certain people have their need, each person have a different need for e.g. quiz programs on
TV, in order to acquire knowledge and information you will watch news to satisfy the need,
search engines in the internet, they make use of these to gain more knowledge. Particularly for
the internet search engine they can browse for any topic under the run with no time restriction.
Affective needs it includes all kinds of emotions, pleasure and other moods of the people.
People use media like television to satisfy their emotional needs. The best example is people
watch serials and if there is any emotional or sad scene means people used to cry.
Personal Integrative needs this is the self-esteem need. People use media to reassure their
status, gain credibility and stabilize. so people watch TV and assure themselves that they have a
status in society for e.g. people get to improve their status by watching media advertisements like
jewelry ad , furniture’s ad and buy products, so the people change their life style and media helps
them to do so.
Social Integrative needs it encompasses the need to socialize with family, friends and
relations in the society. For social interaction now a days people do not seems to have social
gathering in weekend, instead they do such social interaction using media like the social
networking sites like my space, Facebook, Orkut etc. to satisfy their need.
Another example is you may not watch the particular serial regularly but because your friend
watching, you also start watching so that you have common topics for discussion.
Tension free needs people sometimes use the media as a means of escapism and to
relieve from tension for e.g. People tend to relax watching TV, listening to radio and for
satisfying their need for entertainment there by relaxing from all the tension, people watch films,
films on TV etc.
4.2 Cultivation Theory
Cultivation theory was composed originally by G. Gerbner and later expanded upon by
Gerbner & Gross; they began research in the mid-1960s endeavoring to study media effects.
Cultivation theory concentrates on one specific medium: television. Thus cultivation presents a
picture of the media that is both narrower (in concentrating on just television) and more broad (in
concentrating on social construction effects). Specifically, whether watching television
influences the audience ideas and perception of everyday life and if so how. Cultivation theory in
its most basic form, suggests that television is responsible for shaping, or ‘cultivating’ viewers’
conceptions of social reality. The core assumption of cultivation theory is “Nature of Television”
and “Nature of viewing”.

Nature of Television several characteristics contribute to the power of television. First
television is pervasive. Second television is also highly accessible. Third and most important
point is coherent, presenting the same basic message about society across programming and
across time.
Nature of Viewing cultivation theory also developed ideas about how we view
television. Specifically, they argue that “viewers watch by the clock”. Television viewing is seen
as highly nonselective and even ritual in nature.
Gerbner proposed that television will serve to cultivate our views of the world. The
notion of cultivation describes a long-term and cumulative impact of television on our views of
reality. Cultivation theorists believe that television can create and maintain very basic sets of
beliefs about the world and that these influence are cumulative and long-lived ones.
The theory suggests that television and media possess a small but significant influence on
the attitudes and beliefs of society about society. Gerbner givers tow effects ‘mainstreaming’
(heavy and light viewers) and ‘resonance’.
“Mainstreaming” refers to the tendency of television to homogenize viewers or bring
them into the mainstream views of society. This effect occurs when a category of individual who
have widely varied views as light television viewers have homogeneous views as heavy
television viewers.
4.3 Application of Theories
Uses and Gratification and cultivation theory is applicable to present study “Trend of
item songs in Lollywood movies and its impact on youth”. Entertainment has remained the part
of human life. Item songs are new trend in Lollywood movies. It is observed that item songs are
big source of entertainment in movies and also become a source of film popularity. Item song is
a trend of Bollywood film industry but now Pakistani film industry borrowed this trend to create
more glamor and entertainment in their latest & upcoming movies. This is true that movies
become popular only because of one thing that is entertainment, entertainment and
entertainment. To gratify this need of entertainment youth watch item song which provides
entertainment for them.
For media researcher used cultivation theory and in cultivation theory researcher picks
the assumption from “mainstreaming”. As we see cultivation theory is a social theory which
examines the long-term effects of television and the researcher used the Pakistani item songs as
media for the research. . The purpose of this research is to identify and track the "cultivated"
effects of Pakistani item songs on youth of Lahore. The researcher is "concerned with the effects
of television programming (particularly Pakistani item songs) on the attitudes and behaviors of
the youth of Lahore." The researcher suggests that television as a mass medium of
communication had formed into a common symbolic environment that bound diverse
communities together, socializing people into standardized roles and behaviors. Today, the TV
set is a key member of the household, with virtually unlimited access to every person in the
family. As we know a picture worth is equal to thousand words. They have very strong impact
on people.
They can easily build opinion in people’s mind regarding some issues and also reshape
society by spreading some message. Now a day most of Pakistani item songs like Billi, Jawani,
Mastani, Sone di tavitri, Teri he kami hai etc. are representing vulgarity and bold attitude of
female such as a sex object.

Chapter 5
Research Methodology
The topic of research is “Trend of item songs in Lollywood movies and its impact on
youth of Lahore”. The researcher has studied about different item songs in Lollywood movies
i.e. Billi, Jawani, Mastani, Sone Di Tavitri, Teri he kami hai etc. Research methodology is
actually the entire process of conducting research, reporting how the data is collected, under
what conditions and so on.
5.1 Hypotheses
H1= Lollywood item songs have an impact on youth of Lahore.
HO= Lollywood item songs not have an impact on youth of Lahore.
H2= Trend of item songs in Lollywood movies are adopted to hit the movie.
H0= Trend of item songs in Lollywood movies are not adopted to hit the movie.
5.2 Variable of the study
This study has both independent and dependent variables
5.2.1 Independent variable
Item songs in Lollywood movies are considered as independent variable.
5.2.2 Dependent variable
An impact on youth of Lahore is considered as dependent variable.
5.3 Research Design
Research design entails the methodology and different procedures which are used to
conduct the research. There is a need of perfect research design in order to get accurate result. It
deals with the structure of methodology through which a researcher can conclude the research. In
this research both qualitative and quantitative methods have been used.
5. 3.1 Survey Method
The researcher has selected the survey method to collect the data regarding “Trend of
item songs in Lollywood movies and its impact on youth of Lahore”. This method describes the
process of selecting a sample of element from a target population in order to collect data. There
are different types of survey but the researcher has selected questionnaire in order to measure the
public attitudes and behavior. It is the quantitative analysis and based on the views of youth:
viewer of item songs in Lollywood movies. A survey has conducted among youth from the age
of 18 to 22 years old. The surveys would contain questions to find out the popularity and opinion
of Lollywood item songs among youth and to see the impact of item songs on youth directly
from those who watch item songs. Survey is done with the help of questionnaire to collect the
data.
5.3.1.1Population
Target population in this research will mainly be the youth age under 18 to 22 years old
whose watch item songs in Lollywood movies including both male and females. The purpose of
selecting youth is that they possessed more impact as compare to the others. Youth have power
to interpret and take judgment with maturity about an issue. They can easily take the thing,
analyze it and can also provide solution to the specific matter. Specifically this research will
include the youth from Lahore, Pakistan only. The sample of this age group was preferred
because they are watching Lollywood item number and researcher also wanted to see the impact
of Lollywood item songs on youth. Researcher has selected Lahore as population of the study
due to convenience and budgetary constraints the sample was consisted of both boys and girls.
To apply proper research, sampling was applied.

5.3.1.2 Sampling
Sampling helps to gather the large information from the largest population at low cost.
Sampling was done in Lahore city because Lahore is heterogeneous society having people of
different races and farm of reference. Youth of Lahore like to watch Lollywood movies and
known the new trend in Pakistani music industry which is “item songs” in latest and upcoming
Lollywood movies because Lahore is consider the main city where Lollywood film industry are
placed and if Lahori people are fun loving so youth are also like entertainment. Item songs are
consider as a source of entertainment. So that why researcher select Lahore youth to take their
opinion regarding item songs tend in Lollywood movies and also see its impact on youth of
Lahore either positive or negative.
Researcher has selected purposive sampling because according to researcher Purposive
sampling, also commonly called a personal judgmental sampling. In purposive sampling we
select the sample with the purpose in our mind.
For data collection, sample of 200 people was taken who watch Lollywood item songs
and belongs to Lahore city. By keeping in view of purposive sampling, researcher took the youth
between 18 to 22 years old. Purposive sampling was applied in the following universities:
Government College University Lahore
University of Central Punjab Lahore
5.3.1.3Rationale for Selecting these Particular Institutions
Both of these universities have different population and demographic. Researcher wants
to target different respondents that why researcher selected these universities. The researcher has
not selected Punjab University to collect data because it was not convenient for the researcher to
cover all the university. It has a large number of student’s (33,258) and departments. The
researcher is not dined Punjab University have different population and demographic. It is
consider in the world’s top ten universities and another reason is that researcher wants to select 2
sectors with the aim of collecting data from one Government institution or second from Private
institution to get variety of views and opinion. The rational of selecting GCU is that according to
researcher the university has convenient number of students (7,595) as compare to PU or it is a
government institution and students have exposure about researcher topic. It is also consider the
best university of Pakistan. The rational of selecting UCP as private institution because it is also
popular university at private level and its student have exposure to Pakistani item songs.
5.3.1.4 Sample Size
Target audience of the present study is youngsters and the sample size is 200 comprising
of both (male and female). The researcher will distribute questionnaire among equal number of
both gender means 100 male or 100 female under age 18 to 22 years old.
5.3.2 Focus Group
This is a qualitative research. Focus group discussion was also conducted to discuss more
about the researcher topic. Researcher started it with the introduction of “Trend of item songs in
Lollywood movies” and discussion over the projection of item girl, bold lyrics and dressing
styles generally. The researcher also describes her study objectives and research questions one by
one. All the respondents participated well and share their view points in accordance with their
experiences and observation over researcher questions and objectives of study.
5.3.2.1 Population
Target population in qualitative research is the youth who have exposure to item songs of
Lollywood movies including both males and females. Specifically this research will include the
youth from Lahore, Pakistan only.

5.3.2.2 Sampling
The researcher has selected sample for focus group is defined as “non-probability
sampling technique where subjects are selected convenient accessibility and proximity to the
researcher. In qualitative research the researcher focused on opinion of participants regarding
item songs trend in Lollywood movies from Lahore, Pakistan. It is simply not possible to handle
all over the country having large sample in such short period of time.
Convenience sampling is a non-probability sampling technique where subjects are
selected because of their convenient accessibility and proximity to the researcher. In focus group
discussion the researcher was used convenience sampling technique to fulfil the purpose of focus
group discussion.
5.3.2.3 Sample size
The researcher has selected sample size for focus group discussion is 10 participants
related to different field of work.
5.4 Data Collection
5.4.1 Tools of data collection
Focus group in order to investigate the study, focus group method was also used, in
which a debate was conducted on the topic of trend of item songs in Lollywood movies and its
impact on youth of Lahore. This group discussion was organized among 10 participants both
male and female.
Survey a questionnaire was used to collect the data which contains the question related to
present study. There were 30 questions related to research study and were distributed among the
youth of Lahore for data collection. All questionnaires were closed ended.
5.4.2Format of Questionnaire
A questionnaire was used to collect the data which contain the questions to present study.
The questionnaire has 3o questions related to research study and distributed among the youth of
Lahore for data collection. All questions are close- ended and related to objectives and rational of
the study. They had been designed to collect the samples of research, to test the hypothesis and
to answer the research questions.
5.4.3 Pilot survey/ Pre-testing
Pilot survey was conducted as an experiment to know the presence of any fault in the
questions made for the study to conclude the results and also to see that questions in the survey
are understandable to the population, does the questionnaire fulfill the requirement of research
being conducted or does it need any. To check the accuracy of questions a sample of 15 people
are taken from a target population.
5.4.4 Procedure of data collection
This research is conducted by the researcher with survey method and focus group
techniques. Questionnaire is given to 200 youth of Lahore both (male and female) under age 18
to 22 years old. The researcher select the equal number of male and female whose fill the
questionnaire means 100 male participants or 100 female participants. In the focus group,
researcher was discussed her research topic with 10 participants to collect their opinion about
research topic.
5.5 Conceptualization and operationalization of the key concept in the study
Conceptualization means to draw boundaries around to make them tangible. It deals with
the formal, theoretical and conceptual definition of important words used in research. The
researcher has put forward the dictionary definition of key words used in research “Trend of Item
Songs in Lollywood Movies and its Impact on Youth”. The major terms which will be used in
the research study are defined below:
Trend the dictionary definition of trend “A general direction in which something is
developing or changing, a fashion”
Item Songs the dictionary definition of item song is “An 'item number' or an 'item song
'is that sort of music which can be describe as a catchy, upbeat, often sexually provocative dance
sequence of a song in a movie.
Lollywood Film the dictionary definition of Lollywood is “An unofficial nickname used
for the part of Pakistani film industry based in the city of Lahore. Lollywood means the motion-
picture industry in Pakistan.
Impact the dictionary definition of impact is “An impinging or striking especially of one
body against another”.
Youth the dictionary definition of youth is “The time of life when one is young;
especially the period between childhood and maturity”.
In this section the research has operationalized the keywords of her research in her own
perspective related to the research. It describes the keywords used in research “Trend of Item
Songs in Lollywood Movies and its Impact on Youth”. The major terms which will be used in
the research study are defined below:
Trend in the research, the researcher used the word trend because researcher wants to
know about either why item songs become integral part of Lollywood movies. This trend
promotes vulgarity and present women as a sex object.
Item Songs in the study, researcher has used the word Item Songs to illustrate its use in
Lollywood/ Pakistani movies because an item number or an item song is a musical performance
that is often shown as a part of the movie but most of the times without any importance to the
plot of the movie. The main aim of an item number is entertain and also to lend support to the
marketability of the film. The item girl released seductive looks and facial expression during the
songs. Item girl body movements represent sexuality and immorality. One factor of item songs is
the portrayal of item girl as a sex object and second is the bold and unethical lyrics which are
totally against Pakistani values. Item songs are just like a Mujra dance.
Lollywood Film in the research, the researcher explores Lollywood movies item songs
and its impact on youth of Lahore. Researcher select Lollywood movies item songs apart from
Bollywood movies item songs or other television genres because according to researcher
Lollywood film industry are flourishing through different sort of experiments to compete the
Bollywood film industry. Lollywood borrowed item songs trend from Bollywood movies. These
songs look like a stylish and modern Mujra. Lollywood filmmakers think that movie become hit
only item songs and popular item girl. Movies have very strong impact on people. One can easily
communicate message through movie. Movies can easily build opinion in people’s mind
regarding some issue and also reshape society by spreading some message.
Impact in the research, the researcher used impact word because researcher wants to dig
out the impact of item songs on youth either how much youth get influenced by Pakistani item
songs and by item girl/ performer.
Youth in the research, the researcher used youth word because youth is more passionate
to do interesting things in life and achieve better acknowledgement than other. Youth is
considering the future builders of nation. According to United Nation definition of youth is that
youth is best understood as a period of transition from the dependence of childhood to
adulthood’s independence. That’s why, as a category, youth is more fluid than other fixed age-
groups. Yet, age is the easiest way to define this group, particularly in relation to education and
employment, because ‘youth’ is often referred to a person between the ages of leaving
compulsory education, and finding their first job.
In this study the sample size of youth are 200 both male and female under age 18 to 22
years old. The researcher distributed questionnaire equally means 100 male or 100 female. The
researcher selected one private and one government institution which are GCU and UCP. The
researcher also arranged discussion platform on trend of item songs in Lollywood movies with
10 participants related to different field work.

Chapter 6
Findings and Data Interpretation
6.1 Graphical Representation and Interpretation of the survey findings
This research is about Trend of item songs in Lollywood movies and its impact on youth
of Lahore. For the sake of gaining results, researcher has used survey method by filling the
questionnaire.
Watch Lollywood item songs
120
98.5
100
80
%age
60
40
20
0
0
Yes No
Figure 6.1
Figure 6.1 explain the viewing pattern of watching Lollywood item songs among youth
of Lahore. Survey has shown that 98.5% respondents from the sample of 200 people said that yes
they watch Lollywood item songs in latest Lollywood movies.

Like to watch Lollywood item songs
90
79.8
80
70
60
50
%age
40
30
20
11.3
10
4.4
2 1
0
To greater extent To some extent Don't Known To lesser extent No
Figure 6.2
Figure 6.2: Indicates the level of viewers liking Lollywood item songs. 79.8%
respondents said that they like to watch Lollywood item songs to some extent. 11.3%
respondents said that they like to greater extent. 4.4% respondents said to lesser extent and 2.0%
respondents said don’t know. The smaller percentage 1.0% of youth of Lahore said that they
never like to watch Lollywood item songs.

Find entertainment in Lollywood movies
80
70
70
60
50
40
% age
30
20
14.8
10 8.4
3 2.5
0
To greater extent To some extent Don't know To lesser extent No
Figure 6.3
Figure 6.3 indicates the entertainment level find in Lollywood item songs among youth of
Lahore. 70.0% respondents said that they find entertainment in Lollywood item songs to some
extent. 14.8% respondents said to greater extent. 8.4% respondents said that they find
entertainment in Lollywood item songs to lesser extent. 3.0% respondents said don’t know. The
smaller percentage indicates that 2.5% respondents never find entertainment in Lollywood item
songs.
Lollywood item songs attract you
60
52.2
50
40
30
%age
22.7
20
13.8
10 6.9
3
0
To greater extent To some extent Don't Know To lesser extent No
Figure 6.4
Figure 6.4 indicates the level of attraction in Lollywood item songs among youth. 52.2%
respondents said that they attract Lollywood item songs to some extent. 22.7% respondents said
that to lesser extent. 13.8% respondents said to greater extent. 6.9% respondents said that they
never find attraction towards Lollywood item songs. The smaller percentage 3.0% said that they
don’t know.
Factors attract you most in Lollywood item songs
30
26.6
25.1
25
20
17.7
14.3 14.8
15
% age
10
0
Music beat Lyrics Dancing Steps Item girl All of them
Figure 6.5
Figure 6.5 indicates the factors of attraction viewers likes in Lollywood item songs.
26.6% respondent’s responds said music beat which shows that music beat is the main reason of
attraction towards item songs and may cause of popularity of these item numbers among youth.
25.1% selected all of them and 17.7% respondents like the lyrics of item songs. 14.8%
respondents selected item girl that means item girl. 14.3% respondents selected the dancing steps
of these item numbers.

Like the body movements of item girl in Lollywood item songs
50
44.8
45
40
35
30 27.1
25
% age
20
15
10.3 9.9
10
6.4
5
0
Figure 6.6
Figure 6.6 shows the level of liking regarding body movements of item girl among youth
of Lahore. 44.8% respondents said that they like the body movement to some extent. 27.1% said
that they like the body movement to lesser extent. 10.3% said to greater extent. 9.9% respondents
said they never like the body movement of item girl. 6.4% respondents said don’t know.
Facial Expression of item girl in Lollywood item songs
60
50 47.8
40
30
% age
26.1
20
8.9 9.9
10
5.9
0
Figure 6.7
Figure 6.7 shows the level of viewer liking the facial expressions of item girl in item
songs. Majority of respondents 47.8% said to some extent. 26.1% respondents said that they like
the facial expression to lesser extent. 9.9% respondents said that they never like facial expression
of item girl in item songs. 8.9% respondents said to greater extent. The small percentage 5.9%
respondents said don’t know about the facial expression of item girl in item songs.
Costumes of item girls in item songs are according to our society norms
50
45 43.8
40 38.9
35
30
25
% age
20
15 13.3
10
5 2.5
0
Strongly Agree Agreee Neutral Disagree Strongly Disagree
Figure 6.8
Figure 6.8 is showing level of viewers ‘opinion regarding costumes of item girl is
according to society norms. Survey has shown 48.9% respondents said that costumes of item girl
are not according to society norms. 38.9% respondents said that they are disagreeing. 13.3%
respondents said that they are neutral and 2.5% respondents said that they are agreeing about the
costume of item girl is according to society norms..

Item girl's bold dressing style has effect on youth
60
55.2
50
40
30
%age
26.1
20
10.3
10
4.4
2.5
0
Strongly Agree Agree Neutral Disagree Strongly Disagree
Figure 6.9
Figure 6.9 indicates item girl bold dressing style has effect on youth. 55.2% respondents
said that they are agreeing about the item girl bold dressing style has effect on youth. 26.1%
respondents said that they are strongly agreed. 10.3% respondents said that they are neutral.
4.4% respondents said that they are strongly disagree about bold dressing of item girl has effect
on youth. The small percentage 2.5% respondents said that they are disagreeing about the given
statement.
Bold and glamorous appearance of Pakistani item girl attract youth to watch Lollywood
movies
60
49.8
50
40
30 28.6
% age
20 17.7
10
2
0.5
0
Strongly Agree Agree Neutral Disagree Strongly
Disagree
Figure 6.10
Figure 6.10 indicates the bold and glamorous appearance of Pakistani item girl
attract youth to watch Lollywood movies. Majority 49.8% respondents responds said that they
are agree about the statement which is that bold and glamorous appearance of item girl attracts
youth to watch Lollywood movies. 28.6% respondents said that they are strongly agreed
regarding the statement. 17.7% respondents said that they are neutral. 2.0% respondents said that
they are strongly disagreeing about the given statement. 0.5% respondents said that they are
disagrees about bold and glamorous appearance of item girl attracts youth to watch Pakistani
movies.
Lyrics of Lollywood item songs
70
60 57.6
50
40
% age
29.6
30
20
10 6.9
4.4
0
Good Vulgar Bold Bad
Figure 6.11
Figure 6.11 exemplifies the lyrics content of Bollywood item songs. The survey has
shown that 57.6% respondents said that item songs have bold lyrics. 29.6% said that item songs
have vulgar lyrics. 6.9% said that item songs have bad lyrics. 4.4% respondents said that item
song’s lyrics are good.

Lollywood item song’s lyrics have inferior effect on youth
60
50.2
50
40
30
24.6
20
15.3
10 6.4
2
0
Figure 6.12
Figure 6.12 illustrate that lyric of item songs have inferior effect on youth of Lahore.
50.2% respondents said that item songs have negative effect on youth mind set. 24.5%
respondents are neutral about the inferior effect of item song’s lyrics on youth. 15.3%
respondents said that they are strongly agreed regarding the statement. 6.4% respondents said
that they are disagreed about the statement which is related to inferior effect of item song’s lyrics
on youth mind set. 2.0% respondents are strongly disagreeing about the given statement which
is asking to the respondent.

Item songs are great career boosters for actresses
50
45.3
45
40
35
30 27.6
25
% age
20
14.3
15
10 8.4
5 3
0
Figure 6.13
Figure 6.13 elucidates that item songs are great career boosters for actresses. Survey
has shown that 45.3% respondents agreed with this statement that item songs are great career
boosters for actress. 27.6% respondents strongly agreed regarding the statement which is item
songs are great career boosters for actress. 14.3% respondents are neutral and 8.4% respondents
said that they are disagreed about the given statement. 3.0% respondents are strongly disagreed
about that item songs are great career boosters for the actresses.
Pakistani actress perform in item songs for gaining popularity
60
50 48.8
40 37.4
30
% age
20
10 8.4
2 2
0
Figure 6.14
Figure 6.14 demonstrates that Pakistani actress perform in item songs for gaining
popularity. Survey has shown that 48.8% respondents agreed with this statement that Pakistani
actress perform in item songs for gaining popularity. 37.4% respondents strongly agreed
regarding the statement. 8.4% respondents are neutral and 2.0% respondents said that they are
disagreed. 2.0% respondents are strongly disagreed about that Pakistani actress perform in item
songs for gaining popularity.

Trend of item songs in Lollywood movies depict seductive image of Pakistani celebrities in
front of youth
60
48.8 Figure 6.15

50
40
Figure 6.15
30 clarifies that trend of
30
% age
item songs in
Lollywood movies
20
15.8 depict seductive image
10 of Pakistani celebrities
3
1
in front of youth.
0
Survey has shown that
48.8% respondents agreed with this statement that item songs in Lollywood movies depict
seductive image of Pakistani celebrities in front of youth. 30.0% respondents strongly agreed
regarding the given statement. 15.8% respondents are neutral and 3.0% respondents said that
they are disagreed about the given statement. 1.0% respondents are strongly disagreed about that
Lollywood item songs depict seductive image of Pakistani celebrities in front of youth.
Pakistani film industry have adopted the trend of item songs from Bollywood film industry
50
44.8
45
40 37.9
35
30
25
% age
20
15 12.3
10
5 2 1.5
0
Figure 6.16
Figure 6.16 is showing that Pakistani film industry have adopted the trend of item songs
from Bollywood film industry. Survey has shown that 44.8% respondents agreed with this
statement that Pakistani film industry adopt item songs trend from Bollywood film industry.
37.9% respondents are strongly agreed. 12.3% respondents are neutral and 2.0% respondents
said that they are disagreed about the given statement. 1.5% respondents are strongly disagreed
about that Pakistani film industry have adopted the trend of item songs from Bollywood film
industry.
Trend of item songs are adopted for the revival of Pakistani film industry
50
45.3
45
40
35
30
25
%age
20.7 20.2
20
15
10 7.9
4.4
5
0
Figure 6.17
Figure 6.17 indicates that trend of item songs are adopted for the revival of Pakistani film
industry. Survey has shown that 45.5% respondents agreed with this statement that Pakistani film
industry adopt item songs trend for the revival of Pakistani film industry. 20.7% respondents are
strongly agreed. 20.2% respondents are neutral and 7.9% respondents said that they are disagreed
about the given statement. 4.4% respondents are strongly disagreed about that trend of item
songs are adopted for the revival of Pakistani film industry.
Trend of item songs in Lollywood movies are of public demand

45
40.9
40
35
30 28.1
25
%age
20
15 12.8 13.3
10
5 3.4
0
Figure 6.18
Figure 6.18 illustrates the trend of item songs in Lollywood movies are of public demand.
Survey has shown that 40.9% respondents agreed with this statement that item songs in
Lollywood movies are of public demand. 28.1% respondents said they are neutral and 13.3%
respondents said that they are disagreed about the given statement. 12.8% respondents said that
they are agreed about item songs in Lollywood movies are public demand. 3.4% respondents are
strongly disagreed about that trend of item songs in Lollywood movies are of public demand.
Portrayal of women in item songs is stereotypical

45
39.9
40
35
30 29.1
25
% age
20
17.2
15
10 8.4
5 3.9
0
Strnogly Agree Agree Neutral Disagree Strongly Disagree
Figure 6.19
Figure 6.19 exemplifies the portrayal of women in item songs is stereotypical. Survey has
shown that 39.9% respondents agreed with this statement that portrayal of women in item songs
is stereotypical. 29.1% respondents said they are agreed and 17.2% respondents said that they are
neutral about the given statement. 8.4% respondents said that they are disagreed and 3.9%
respondents are strongly disagreed about that portrayal of women in item songs is stereotypical.
Women revealing her body while being surrounded and gazed by men in the item songs
35
30 29.1
27.1
25
20 19.2
%age
15.3
15
10 7.9
0
Figure 6.20
Figure 6.20 is showing women revealing her body while being surrounded and gazed by
men in the item songs Survey has shown that 29.1% respondents disagreed with this statement
they do not like women revealing her body while being surrounded and gazed by men in the item
songs. 27.1% respondents said they are strongly disagreed women revealing her body while
surrounded by men and 19.2% respondents said that they are agree about the given statement.
15.3% respondents said that they are neutral and 7.9% respondents are strongly agree about that
they like women revealing her body while being surrounded and gazed by men in the item songs.
Woman being objectified for the consumption of men in item songs

60
50 48.3
40
30
% age
19.7
20 17.2
10 7.9
5.4
0
Figure 6.21
Figure 6.21 exemplifies that women is being objectified for the consumption of men in
item songs. Survey has shown that 48.3% respondents agreed with this statement women is being
objectified for the consumption of men in item songs and only projected as a sex object to amaze
the men. 19.7% respondents said they are neutral and 17.2% respondents said that they are
strongly agreed about the given statement. 7.9% respondents said that they are disagreed and
5.4% respondents are strongly disagreed about that women is being objectified for the
consumption of men in item songs.

Physical intimacy in item songs is shown to be norm
35
30.5
30
25
21.7
20 18.7 19.2
% age
15
10 8.4
0
Figure 6.22
Figure 6.22 point out that Physical intimacy in item songs is shown to be norm. Survey
has shown that 30.5% respondents disagreed with this statement. 21.7% respondents said they
are agreed and 19.2% respondents said that they are strongly disagreed about the given
statement. 18.7% respondents said that they are neutral and 8.4% respondents are strongly agreed
about that Physical intimacy in item songs is shown to be norm.

Item songs are shaping sexist attitudes towards women
70
60 58.1
50
40
%age
30
21.7
20
12.8
10
3.4 2.5
0
Figure 6.23
Figure 6.23 illustrates that item songs shaping sexist attitude towards women. Survey has
shown that 58.1% respondents are agreed with this statement . 21.7% respondents said they are
strongly agreed and 12.8% respondents said that they are neutral about the given statement. 3.4%
respondents said that they are disagreed and 2.5% respondents are strongly disagreed about that
item songs shaping sexist attitude towards women.

Item songs linked to increase rape issues in Pakistan
45
40 38.4
35
32
30
25
% age
20
15 13.3
11.3
10
5 3.4
0
Figure 6.24
Figure 6.24 explain that Item songs linked to increase in rape issues in Pakistan. Survey
has shown that 38.4% respondents are agreed with this statement item songs linked to increase in
rape issues in Pakistan due to extreme physical attachment of men and women. 32.0%
respondents said they are neutral and 13.3% respondents said that they are strongly agreed about
the given statement. 11.3% respondents said that they are disagreed and 3.4% respondents are
strongly disagreed about that Item songs linked to increase in rape issues in Pakistan.
Item songs are one of the causes of Pre-marital relationship among youth
50
45 43.3
40
35
31
30
25
%age
20
15 12.8
10 7.9
5 3.4
0
Figure 6.25
Figure 6.25 explain that item songs are one of the causes of pre-marital relationship
among youth. Survey has shown that 43.3% respondents are agreed with this statement. 31.0%
respondents said they are neutral and 12.8% respondents said that they are strongly agreed about
the given statement. 7.9% respondents said that they are disagreed and 3.4% respondents are
strongly disagreed about that item songs are one of the causes of pre-marital relationship among
youth.
Item songs are stimulating male dominance among youth
60
52.2
50
40
% age
30
24.6
20
13.8
10
5.9
2
0
Figure 6.26
Figure 6.26 is describe that item songs are stimulating male dominance among youth.
Survey has shown that 52.2% respondents are agreed with this statement item songs are
stimulating male dominance among youth because all the powerful character is given to the men
and women is submissive than man. 24.6% respondents said they are neutral and 13.8%
respondents said that they are strongly agreed about the given statement. 5.9% respondents said
that they are disagreed and 2.0% respondents are strongly disagreed about that item songs are
stimulating male dominance among youth.

Item songs are increasing party trend among youth
60
52.2
50
40
31
30
% age
20
12.3
10
2.5
0.5
0
Figure 6.27
Figure 6.27 illustrate that item songs are increasing party trend among youth. Survey has
shown that 52.2% respondents are agreed with this statement . 31.0% respondents said they are
strongly agreed and 12.3% respondents said that they are neutral about the given statement. 2.5%
item songs are increasing party trend among youth.

Item songs are generated for publicity of the film
60
50 48.3
42.9
40
% age
30
20
10
5.9
1 0.5
0
Figure 6.28
Figure 6.28 illustrate that item songs are generating for the publicity of the film.
Survey has shown that 48.3% respondents are strongly agreed. 42.9% respondents said they are
agreed and 5.9% respondents said that they are neutral about the given statement. 1.0%
item songs are generating for the publicity of the film.

Trend of item songs should be sustained
30
25.6
25 23.6
21.7
20
17.7
15
% age
9.9
10
0
Figure 6.29
Figure 6.29 describe that Trend of item song should be sustained in Lollywood movies.
Survey has shown that 25.6% respondents are agreed. 23.3% respondents said they are disagreed
and 21.7% respondents said that they are neutral about the given statement. 17.7% respondents
said that they are strongly disagreed and 9.9% respondents are strongly agreed about that Trend
of item song should be sustained in Lollywood movies.

All Pakistani movies should have an item song in them
35
30
30
25.1
25
19.7
20
16.7
% age
15
10
6.4
5
0
Figure 6.30
``
Figure 6.30 describe that all Pakistani movies should have an item song in it. Survey has
shown that 30.0% respondents are disagreed with this statement. 25.1% respondents said they are
strongly disagreed and 19.7% respondents said that they are neutral about the given statement.
16.7% respondents said that they are agreed and 6.4% respondents are strongly agreed about that
all Pakistani movies should have an item song in it

6.2 Hypotheses Test
For hypothesis testing, the researcher has used the software of tabulation SPSS and
applied chi-square test to check the relationship or difference in research work. In this research
the chi-square test is more appropriate to check the hypothesis because according to the
requirement of the research work. The research titled is “Trend of item songs in Lollywood
movies and its impact on youth of Lahore”
H1= Lollywood item songs have an impact on youth of Lahore.
HO= Lollywood item songs not have an impact on youth of Lahore.
Chi-Square Table
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Pearson Chi-Square `` ````` .000
Likelihood Ratio 73.170 16 .000
Linear-by-Linear Association 30.268 1 .000
N of Valid Cases 200
The finding of this table shows that the level of significance is 0.000 which is less than 0.05% it
means that the Null hypothesis Lollywood item songs have not an impact on youth of Lahore is
rejected and Alternative hypothesis “Lollywood item songs has an impact on youth of Lahore” is
accepted.
H2= Trend of item songs in Lollywood movies are adopted to hit the movie.
H0= Trend of item songs in Lollywood movies are not adopted to hit the movie.
Chi-Square Table
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Pearson Chi-Square 137.449a 16 .000
Likelihood Ratio 42.663 16 .000
Linear-by-Linear Association 21.244 1 .000
N of Valid Cases 200
The finding of this table shows that the level of significance is 0.000 which is less than 0.05% it
means that the Null hypothesis Trend of item songs in Lollywood movies are not adopted to hit
the movie is rejected and Alternative hypothesis “Trend of item songs in Lollywood movies are
adopted to hit the movie” is accepted.

6.3 Focus Group List
Date: 15th May 2015
Venue: Al Raaya Mian Mehmood Ali Kasoori Rd, Lahore
No of Participants: 10
Name of Participants Institution
Anika Amjed Faryal College
Maham Khan LGS
Tabinda Khurished Duniya News Channel
Saman Omer Lecture at Gulab Devi Collage
Faria Parviaz LCWU
Omer Siddique Businessman
Ali Khan University of Central Punjab
Naeem Naseer University of Central Punjab
Majid Nizami GEO News Channel
Nouman Sheikh Samaa News Channel
The researcher conducted the focus group for the discussion regarding “Trend of Item
Songs in Lollywood Movies and its Impact on Youth”. Focus Group discussion started at 5pm to
7pm May 2015 on Friday. Researcher started it with introduction about trend of item songs in
Lollywood movies as well as its impact on youth. Firstly Lollywood item songs video was
shown to all participants which was comprised different item songs. All the participants showed
the serious attitude and participate fully in the discussion session.

Researcher asked question side by side, so participants can fully indulge in the
discussion. They also clashed at some points with other participants to clarify their own point. It
was amazing to have all participants in my focus group. It helped me a lot in my research work.
All participants have different point of view related to item songs in Lollywood movies and its
impact on youth.
6.3.1 Results of focus group
The point of view of one participant regarding “Trend of Item Songs in Lollywood
Movies and its Impact on Youth” was that item songs should not be the part of Lollywood
movies that trend was borrowed from Bollywood movies. The lyrics, dance movements and
dressing styles were also copied from Bollywood item songs. We should represent our own
culture instead of copying Indian traditions. Item songs trend is public demand if we compare old
Pakistani movies with new one they had a huge difference in music, dressing and dance.
Other participant point of view about “Trend of Item Songs in Lollywood Movies and its
Impact on Youth” was that she finds vulgarity in latest Pakistani movies which is not part of our
culture and if we compare these movies to Bollywood they had similarity. She said, this is not
our film industry. We talk about the actress who performs in item songs were “us” but India is
not “us” whatever they did might not offend us but whatever we did, will surely affect us. Sense
of owns still exists us. Ethically a lot of things were wrong but even 1% will exceed it.
According to her, now Pakistani movies were producing for elite class not for lower class. Songs
play vital role in movies because without songs movie will be incomplete. In simply words songs
had balance amount in movies. Sometime we were boring so, funny and catchy beat music
relaxes us but they shouldn’t show vulgarity.

Third participant said that Pakistani music industry needs to develop good music for this
purpose. Item songs are necessary and should be in movies. Talking about the impact of item
songs yes youth has powerful impact of these songs. We copy each and everything from these
songs. We human beings wants entertainment in movies so catchy music beat will attract public
to watch the movie so that it is an experimental stage of Lollywood film industry to glorify the
film industry. She also said that the main reason of item songs trend is the competition level
between Lollywood and Bollywood in present era. Youth are demanding to show item songs in
movies. It is clear we don’t admire the Pakistani item songs instead of Indian. It is not a bad
thing to stand the film industry.
Fourth participant said that item songs should be necessary in movies. Item songs are just
as important as to attract the youth of Pakistan in cinemas. So in this way, the film industry will
be developed again. If we copy Indian item songs trend to promote our movies so its good task
because youth want catchy beat music. If these trends damage our generation so we need to
banned Indian movies projection in Pakistani cinemas. We need equality in standard of both film
industries. Why we are against trend of item songs in Pakistani movies rather than Indian
movies?
Trend of item songs in Lollywood increase due to public demand because youth have
influenced by Bollywood item songs and there is also competition among India and Pakistan in
every field of life. Therefore, youth wants our film industry to flourished and compete with
Bollywood. When we go on impact side, the impact of Lollywood item songs on youth is not
rare because youth is familiar with item songs.
Fifth participant said that we don’t need item songs for the popularity of movie because
our culture doesn’t accept it. Dancing culture is linked with Indian culture not Pakistani culture.
We just enjoy it. We can see it but cannot adopt it. It’s have negative impact on youth. In India
parents send their children to train in dancing and singing because it is Indian tradition but in
Pakistan we do not send our children to learn these things. Youth have less sense about culture so
they are easily impressed by these trends and other point which is related to the popularity of
movies in Bollywood is the population differences so don’t think that Bollywood movies become
popular through trend of item songs. When we talk about “Trend setting” and “Dressing” then
the performer representation is also under the director and producer she can do only their
gestures through director. Youth can be diverting quickly so media cannot control youth. If we
want to establish our film industry or cinema we need to introduce unique trend not copy Indian
tradition because we don’t forget our culture. Item songs are not necessary in movies. If
Lollywood wants to entertain the audience then not producing the vulgar item songs.
Sixth participant said regarding “Trend of Item Songs in Lollywood Movies and its
Impact on Youth” was that it is not a competition stage or not a public demand. It’s all about
influence of Indian culture which damages our culture norms and value because culture is most
important. Another reason is Bollywood become second largest film industry all around the
world. The movie is based on story line it is the main purpose of movie. Our director’s needs
psychologists which tell them which sort of entertainment attracts public most. They build story
line which have entertainment factor and informative message. We can’t compare movie with
song. For example “Waar” “Bol” have no songs but this movie breaks all the record of Pakistani
movie industry. Item songs don’t hit the movie. Showbiz industry show your culture all over the
world if we copy India so our impact on other country have portrayal negative impact. After
showing, Indian culture tourism trend increase in India. If we copy item songs trend from India
because India also copy our in songs for example “Aao Raja” movie gabber is back. We can
estimate the songs impact e.g. ISPR making Patriotic songs which create emotion in public so
songs have power to do same as ISPR. We should adopt positive things not negative.
He said, item songs are the only way to attract or grab the attention of people. It becomes
important and a major components of Lollywood cinemas just because of competition between
Bollywood vs Lollywood. According to him, these are the only way to entertain people and
convince them to watch Lollywood movies. It would be helpful for our film industry. It would
play in our wedding function and youth want something special like catchy music. It’s our
responsibility that we should have promoted our industry.
According to him, trend of item songs in Lollywood are introducing when public needs
sophisticated sort of entertainment in movies. For establishing Pakistani cinemas in a glorify way
we accept that trend because in Punjabi movies dancing act are also present in fields but now this
performance are projected in dance club in a modern way to entertain the public in a glamorous
way. This is an experimental stage which is adopted our film industry which experiment will be
successes industry adopt that one. Another reason, culture is change with time in film industry.
Don’t blame that item song trend see the situation where financial issues are severe. Item songs
can be a part but cannot make movie hit. If we talk about “Waar”. It has not financial base movie
because it is sponsored by ISPR. We cannot ban trend of item songs in Lollywood film industry
because it is the need of film to stand the cinema. He is agreeing there should be item songs in
Lollywood for the promotion of film industry. It brings something new and changed the scenario
of Pakistani film industry. When we talk about impact of these songs on youth he said, if
Bollywood item songs has 95% negative impact on youth then 5% bring from Lollywood movies
so it has not a big deal.

He said regarding “Trend of item songs in Lollywood movies and its impact on youth” is
that item songs has impact on youth but it is being an experimental phase which is used in
Lollywood movies to stand and flourish the Pakistani cinema. One side, Pakistani directors
makes movies on social issues. On other side, they bring trend of item songs in movies so which
experiment set in this scenario it is used in every movie to make Lollywood in a successful film
industry. Public become bore watching action, romantic movies. Item songs are a public demand
so that’s why every filmmaker used this trend in effective manner. Item songs should be in
movies to entertain the public and when we talk about lyrics and dance movements or dressing
style so every item songs have these elements it is not a major issue. Culture is changed with
time. He is totally agreed with this trend.
Conclusion
All of them were different point of views regarding “Trend of item songs in Lollywood
movies and its impact on youth of Lahore”. Some participants were agreed that item song trend
flourish Lollywood film industry in order to compete the Bollywood film industry and it’s true
Lollywood adopted trend of item songs in their movies to publicize the movie among viewers
because Pakistani film industry face severe crisis in film industry so they were adopting different
experiments for the revival of Pakistani film industry or item songs trend present in Pakistani
movies as an experiment. Other participants were disagreeing regarding item songs trend in
Lollywood movies. They were saying that if one person introduce or adopting bad thing so it is
not necessary to adopt that thing which have harmful effects. Item song should not become an
essential part of every movie if our film makers highlight the social issues which seize our
society so it is better than these item numbers because the impact of viewing is greater than
reading.
Chapter 7
Discussion and Analysis
The research title is “Trend of item songs in Lollywood movies and its impact on youth
of Lahore.” The study examined the impact of Lollywood item songs on youth of Lahore. The
purpose of this study was to find out the popularity of Lollywood item songs among youth of
Lahore and explore the youth opinion regarding trend of item songs in Lollywood movies. Also
examine the impact of item songs on youth of Lahore.
The study was conducted in Lahore. For the purpose of data collection for computing the
results, the researcher has selected the survey method and used purposive sampling. The
population of this study was youth (from18 to 22 years), who watch latest Lollywood movies and
its item songs. Researcher selected a sample of 200 people from Lahore youth due to her
convenience. Two variables are item songs in Lollywood movies and impact on youth of Lahore.
Researcher has also selected the focus group method and used convenient sampling for the
discussion forum. The focus group method also helps the researcher to clarify the study about
trend of item songs in Lollywood movies and its impact on youth of Lahore.
An item number or an item song is a musical performance that has little to do with the
subject of the film in which it appears. The term is commonly used in Bollywood to describe a
catchy, upbeat, often sexually provocative dance sequence for a song in a movie. Now
Lollywood film industry had adopted this trend in every latest and upcoming movie in order to
publicize their movie among youth.
Pakistani Actress who has fired the stage with their item song such as Mathira, Mehwish
Hayat, Zhalay Sarhadi and now Saba and Ayesha Omer is the new item girl of the industry who
is also anticipated to rock the stage too. In Pakistan effects of Bollywood can be seen
everywhere. Item songs represent Indian culture which is totally against Pakistani culture and it
is threat to Pakistani culture.
The present research contains research questions and by the help of survey method the
answers of research questions had find out. The first research question was why item songs are
included in every latest and upcoming Pakistani movie?
Findings have shown that trend of item songs in Lollywood movies are adopted for the
revival of Pakistani film industry in order to compete the Bollywood film industry because
Bollywood film industry is consider the biggest source of providing entertainment to the viewers.
It is true that Pakistani film industry borrowed this trend from Bollywood film industry because
Pakistani film industry face severe crisis in their film world.
Film industry is doing different experiment to flourish their film industry. For the
purpose of gaining popularity and revival their film industry the film makers adopt item songs
trend and become these item numbers are essential part of every latest and upcoming Lollywood
film industry to publicize their movie. One reason for trend of item songs is glamorous and bold
appearance of item girl may cause to attract the viewers to watch Lollywood movies it means
movie only included entertainment so that they will successes. Other reason of including item
songs in Lollywood movies is that directors present the songs in stylish and modern sort of
Mujra only for the sake of generating publicity of their movie. It is proved that item songs are
including in movies only for public demand.

The second research questions of this research was what is the youth opinion regarding
trend of item songs in Lollywood movies?
Results have indicates that the popularity of Lollywood item number among youth is approach to
some extent. They like the item song trend in Lollywood movies and also find entertainment in
these item numbers. Youth have both sorts of positive and negative comment. The main factor of
attraction in item number is considered the music beat and then the item girl. If the both elements
are included in item number so the item number will be publicize. The body movements used in
these item numbers is like to some extent because some item numbers presented bold dancing
steps which is not appropriate for our norms.
The facial expression of item girl is like to some extent. In item songs the item girl
projected unethical gesture and posture to enhance the entertainment level only to publicize their
movie. The item songs have bold and vulgar lyrics which produce the inferior effect on youth
behavior pattern and mind set because the impact of viewing things are greater than listening.
The costume of item girl in Lollywood item number depict Indian norms and value which
damage our culture this trend indulging Indian tradition because film maker copied each and
every thing as it is. The image of Pakistani celebrities who performing in item number is
consider seductive or sexy which clearly shows that actresses performing in item songs only for
gaining popularity and boost their career.
In item songs the portrayal of item girl are as a sex object. The item girls are wearing
short dresses and projected vulgar body movements and facial expression. All item songs shows
boldness at their peak. The appearances of item girls in item number only like a commodity to
amaze and entertain men. It shows that women have not dignity and self-respect in movies and it
is consider the element of entertainment in item number.

The third research question of this research is Do item number have impact on youth of
Lahore?
Researcher asked the respondent that lyric of item songs has inferior effect on youth of Lahore.
Majority of respondents said that item songs have negative effect on youth mind set because it
lyrics are bold and vulgar. When researcher asked that Physical intimacy in item songs is shown
to be norm. Majority of respondents disagreed with this statement Physical intimacy in item
songs is shown to be norm. It shows that the unethical attachments of item girl present the norms
and value of the society and dancing or singing is not included in our culture.
Researcher asked the respondent that item songs shaping sexist attitude towards women.
Majority respondents are agreed with this statement item songs shaping sexist attitude towards
women because the viewing effect is greater than listening. Researcher asked item songs linked
to increase in rape issues in Pakistan. Majority respondents are agreed with this statement item
songs linked to increase in rape issues in Pakistan.
Researcher asked item songs are one of the causes of pre-marital relationship among
youth. Majority respondents are agreed with this statement item songs are one of the causes of
pre-marital relationship among youth. Researcher asked item songs are stimulating male
dominance among youth. Majority of respondents are agreed with this statement item songs are
stimulating male dominance among youth. Researcher asked that item girl bold dressing style
has effect on youth. Majority respondents said that they are agreeing about the item girl bold
dressing style has effect on youth.
The fourth research question of this research is Does item song give popularity to item
girl/ performer?
Figure 6.13 indicates item songs are great career boosters for actresses. Majority of
respondents agreed with this statement that item songs are great career boosters for actress. Few
respondents strongly agreed regarding the statement which is item songs are great career
boosters for actress. Lesser respondents were neutral and some respondents were disagreed about
the given statement. Small number of respondents was strongly disagreed about that item songs
are great career boosters for the actresses.
Figure 6.14 shows Pakistani actresses perform in item songs for gaining popularity.
Majority of respondents agreed with this statement that Pakistani actress perform in item songs
for gaining popularity. Some respondents strongly agreed regarding the statement which is
Pakistani actress performs in item songs for gaining popularity. Few respondents were neutral
and small number of respondents was disagreed about the given statement. Small number of
respondents was strongly disagreed about that Pakistani actress perform in item songs for
gaining popularity.
The fifth research question of this research is Does item song is public demand?
Researcher asked the respondent the trend of item songs in Lollywood movies are of
public demand. Majority of respondents agreed with this statement that item songs in Lollywood
movies are of public demand. Some respondents were neutral and few respondents were
disagreed about the given statement. Lesser respondents were agreed about item songs in
Lollywood movies are public demand. Small number of respondents was strongly disagreed
about that trend of item songs in Lollywood movies are of public demand.
The Sixth research question of this research is Do trend of item songs should be
sustained?
Figure 6.29 indicates Trend of item song should be sustained in Lollywood movies.
Majority respondents agreed with this statement that Trend of item song should be sustained in
Lollywood movies. Least number of respondents disagreed and few respondents were neutral
about the given statement. Lesser respondents were strongly disagreed and small number of
respondent was strongly agreed about that Trend of item song should be sustained in Lollywood
movies.
Researcher asked the respondent all Pakistani movies should have an item song in it.
30% respondents are disagreed with this statement. 25.1% respondents said they are strongly
disagreed and 19.7% respondents said that they are neutral about the given statement.11.5%
respondents said that they are agreed and 6.4% respondents are strongly agreed about that all
Pakistani movies should have an item song in it
In Lollywood movies trend of item songs adopted as to entertain the audience without
knowing their bold lyrics, dressing and dance movement which have influence on their daily
routine. Item songs are the phenomenon of Bollywood industry which suits them.
Chapter 8
Conclusion
8.1 Conclusion
The research title was “Trend of item songs in Lollywood movies and its impact on youth
of Lahore”. Music can be a way to deliver messages, a poetic medium, a fine art, or nothing
more than a source of entertainment. Music is the greatest creation of man, which touches the
soul. Item song is a new technique of songs. Item song is a musical performance that has little to
do with the film in which it appears, but is presented to showcase beautiful dancing women in
revealing clothes, to lend support to the marketability of the film. The item numbers help to
generate publicity of the film and the trailers of the film have glimpses of the item song to create
excitement for the movie. Item songs are used as a way or a vehicle for the commercial success
of a film and thus, almost all the filmmakers favor the item songs even if they add nothing to the
plot.
The aim behind this research is to find out the popularity of Lollywood item songs among
youth of Lahore and to explore the impact of these item numbers on youth of Lahore. This
research was done those viewers whose watch latest Pakistani movies and also know the trend of
item songs in Lollywood movies like Billi, Teri he kame hai, Jawani, Sone di tavitri etc. The
respondents were selected from the city of Lahore with the help of purposive sampling. Total
number of 200 people was taken as respondents of 18 to 24 years old and data was collected
through a questionnaire consisted of 30 questions. Researcher also operationalized the core
words and the terms used in present research in order to make certain the researcher’s aim about
different variables and rest of words or terms in order to carry out the research study.
Theories applicable for this research were uses and gratification theory as viewer’s needs of
getting entertainment and information from movies is gratified. An item song is gratifying the
needs of viewers as some people watch movies just because of their music. Cultivation theory as
television is responsible for shaping, or ‘cultivating’ viewers’ conceptions of social reality.
Present study has achieved and accomplished its goals quite sufficiently. To study the
popularity of Pakistani item songs in Lollywood movies among youth of Lahore and to find out
its impact on youth of Lahore, researcher stated five objectives which were the focus point of
research throughout the study.
First objective of the study refers to find out the popularity of Lollywood item songs
among youth of Lahore. In order to determine this objective, researcher asked few questions and
found the Lollywood item songs have been popular among youth of Lahore. Majority of
respondent responds they like to watch these item numbers to some extent.
Second objective of the study refers to explore the youth opinion regarding trend of item
songs in Lollywood movies. The researcher determined from the results that majority of
respondents like the music beat of these item number but they are agree to sustain item song
trend in Lollywood movies.
Third objective of the study refer to find out youth thinking pattern regarding image of
celebrities who are performing in Lollywood item songs. Results of this objective was youth
was strongly agree Pakistani actress perform in item song for gaining popularity, great career
booster and it’s present the bad image of performer in front of youth.
Fourth objective of the study refer to find out the impact of Lollywood item songs on
youth of Lahore. For that purpose, researcher asked few questions and results shows that
Majority of respondent were agree regarding item songs have negative impact on youth of
Lahore.
Fifth objective of the study was to find out trend of item songs in Lollywood movies are
public demand. Results show that majority of respondent were agree about item songs are public
demand.
The present study was two hypotheses and the first hypothesis of this research was
Lollywood item songs have impact on the youth of Lahore was accepted because item song
present Indian culture and the customs of item girl are not according our norms. The second
hypothesis was trend of item song in Lollywood movies are adopted to hit the movie was also
accepted.
Film director are adopting item songs as their promotional marketing strategy of their
film. Indian culture is penetrating among the people of Pakistan which is a threat to the culture of
Pakistan. Television is considered as one of the great source of entertainment for its audience as
it brings out variety of entertaining material. By keeping in view the likes and dislikes of people,
there is a need of little improvement.
8.2 Recommendation
To make good and better trend of item songs some recommendations must be followed
that will suggest directors or technical staff of the movies to put most appropriate music in the
situations. Here are some recommendations or suggestions for the perfection of item songs.
 PEMRA should also put some restrictions on projection of item songs content in
Lollywood movies.
 Nowadays directors are focusing on blasting music which is responsible of grabbing
more attention of audience. They must be used blasting music but present the body
movements and facial expression of item girl in an ethical manner don’t use item girl as a
stereotypical way which all item songs present means as a sex object.
 Actress is the most important part of movie. There is a trend of giving specific item
number to the celebrities in movies. The item number that is given to the character must
be according to the role and personality of that character.
 Parents should check what type of music their children are listening and watching.
 The lyrics of item songs must be vigorous with catchy beat not bold and vulgar like
Indian item songs.
8.3 Limitation
There are some limitations of this research and these are
 This research had considered a small sample of 200 people in order to examine the trend
of item songs in Lollywood movies and its impact on youth of Lahore, which is not
enough to represent the entire universe of item song viewers.
 The selected respondent for this research are only students from two universities of
Lahore (Government Universities and Universities of Central Punjab) because of time
period and budget.
 This research focuses on youth, that’s why the age group of youth is limited (18 to 24).
The researcher is not examining the influence of item songs of Pakistani movies
specifically on youth both male and female. Researcher is seeing the impact on youth
from age group (18 to 24).
 The research is limited to the survey and focus group only.

8.5 Future Agenda
This section presents some recommendations for the future researchers in the area of
trend of item songs in Lollywood movies. This research will further help other researchers who
want to do their work easily on this topic. Researcher has taken survey method to conduct results
regarding trend of item songs in Lollywood movies and its impact on youth of Lahore.
In future this research can help other researchers to do research on item songs in
Lollywood movies by using different methodologies like discourse analysis of Pakistani and
Indian item songs content.
The new researchers can do their study by taking intensive interviews of Movie Makers
or Directors to know the actual level of importance of item songs in Lollywood films.
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TREND OF ITEM SONGS IN LOLLYWOOD MOVIES AND ITS IMPACT ON YOUTH OF LAHORE 1

impact on youth of Lahore. It is a comprehensive study on the media representation regarding

different ways depending on what is the objective.

is threat to Pakistani culture.

song and got huge criticism from public.

heartthrob Hamza Ali Abbasi was quoted as saying:

revealing ‘item numbers’ in Pakistan films.”

“Tere aangan mein hi chamke gi meri ye shookh jawani”

currently, our songs portray a woman’s image as:

“Gutka main hun chaba le, Baaja main hun baja”

item songs in these words,

Feminist and gender activist Kamla Bhasin says,

1.2 Statement of the Problem

either positive or negative.

1.3 Rationale of the Study

movies and its impact on youth of Lahore.

1.3.1 Rationale for Selecting Lollywood

Entertainment without knowing their harmful effects on youth lifestyle.

1.3.2 Rationale for Selecting Item songs

Jawani, Mastani, Sone Di Tavitri, Teri he kami hai etc.

1.3.4 Rationale for Selecting Youth as Target Population

researcher selected youth as target population. According to United Nation Educational,

1.4 Significance of the Study

Di Tavitri, Teri he kami hai etc.

blockbuster and entertain the viewers in a delight manner.

our culture in a harmful way.

The objectives of the study are

Lollywood item songs.

 To explore the impact of these item number on youth of Lahore.

1.6 Research Questions

There are following research question of this study:

 Do Lollywood item songs have impact on youth of Lahore?

 Dose an item song give popularity to item girl/ performer?

 Does Trend of item song is public demand?

 Do trend of item songs should be sustained?

same”. John Denver

2.1 Item Songs

sequence for a song in a movie”( collinsdictionary.com).

songs even if they add nothing to the plot.

2.2 History of Item Songs

the popular item girl in the 40s.

“Main Aayi hu UP Bihar Lootne”.

believe that traditional roles no longer guarantee stardom.

song revolution and there was no looking back.

2.3 Music of Pakistan

mature and developed a new identity of it.

2.4 Item Songs in Lollywood Movies

totally against with the culture of Pakistan.

reportedly rejected offers of item numbers.

after decades of mediocre films that were shunned by discerning audiences.

watched songs in the recent months.

grooving on the desi beats of Beeri Aliya Ley.

Zara Touch Me go unnoticed.

No discussion of item numbers is complete without a discussion of Jawani starring

Sheila, Mastani is sure to move grab audiences with her moves.

This literature review includes research paper, article, thesis etc.

personality appearance) impacts on youngsters. To explore the psychological impacts (thinking

and other types of songs.

According to American Academy of Child and Adolescent Psychiatry (2013), “Harper

troublesome: Drugs and alcohol abuse that is glamorized, Suicides as an “Alternative” or

opportunity to discuss this issue with their own children.”

agree that music is not being examined closely enough”.

and it has an impact on the daily life of youth.