Zien Journal of Social Sciences and Humanities ISSN NO: 2769-996X https://zienjournals.com Date of Publication: 23-02-2024 ______________________________________________________________________________________________________________________________________ _______________________________________________________________________________________________________________________________ Peer Reviewed International Journal [22] Volume 29 Evaluating the Reflection of Pashtun Culture on Lemar TV Channel (Case Study: Lemar Makham TV Show) Sakhidad Mahdiyar 1* Muhammad Ragheb Eftikhari 2 , & Zabiullah Adil 3 ¹PhD Student, Journalism & Media Studies, Kocaeli University, Turkey ² Journalism Assistant Professor, Jawzjan University, Afghanistan 3 Journalist, Afghanistan * sakhi.mahdiyar@gmail.com Abstract: This research endeavors to assess the role of the Lemar TV channel in portraying Pashtun cultural values through an in-depth examination of the "Lemar Makham" program. The study, conducted over six months, employed qualitative research methodologies, explicitly adopting the case study and content analysis approaches. A comprehensive analysis of 24 episodes, each comprising 6 segments, was undertaken to explore six distinct cultural elements: clothing, food, music, poetry and literature, language, and cultural innovation. The research findings signify the program's success in effectively reflecting Pashtun culture across multiple dimensions. Literature and poetry emerge as the predominant cultural element, constituting 100 percent of the sample size. Subsequently, language is represented at 91 percent, music at 75 percent, clothing at 55 percent, food at 50 percent, and cultural innovation at the lowest percentage, amounting to 15 percent within the entire sample size. In conclusion, this research affirms that the "Lemar Makham" program serves as a compelling and accurate portrayal of Pashtun culture and literature in Afghanistan. The nuanced exploration of various cultural elements within the program contributes to its effectiveness in representing and preserving the rich cultural heritage of the Pashtun community. Keywords: Television, Pashtun, culture, literature, Cultural renovation Introduction Undoubtedly, contemporary society recognizes the indispensable role of mass media, particularly television, in shaping individuals' thoughts, perceptions, attitudes, and behaviors. Mass media stands out as a paramount factor in the process of socialization, with a pronounced influence on adolescents and young individuals who exhibit heightened susceptibility to its impact. The messages and programs conveyed through the media wield considerable influence in molding behavioral patterns among the youth demographic within a given nation (Zinda Boudi, 2011). It is within this context that the significance of mass media as a potent tool for societal influence becomes evident, underscoring its pivotal role in contributing to the cultivation of both favorable and unfavorable behavioral inclinations among the younger population. As media continues to evolve and expand its reach, comprehending its intricate dynamics in shaping societal norms and individual behaviors becomes imperative for researchers, policymakers, and educators alike. In contemporary discourse, the media functions as a potent instrument for the transmission and reflection of cultures and literature, wielding a profound impact on its audience. Presently, the media is conceptualized as a locus for cultural foundation, reflection, and profound contemplation concerning the meaningfulness inherent in cultural contexts and social construction. Scholars such as Carlson and colleagues posit that the media serves as a pivotal gateway through which culture is disseminated to the public. Notably, media content itself is regarded as a cultural element, as emphasized by Carlson et al. (2008: p. 126). Carlson underscores the pivotal role of media not only in transmitting cultural narratives but also in actively contributing to the construction and perpetuation of cultural elements within society. Acknowledging the media's dual role as both a reflective mirror and a transformative force in cultural and literary contexts is essential for comprehending its nuanced influence on societal values, norms, and collective consciousness. The research unfolded across four distinct stages. The initial stage involved the delineation of the research method, wherein the approach and methodology for the study were meticulously defined. Following this, the second stage was dedicated to the systematic collection of data pertinent to the research objectives. The subsequent phase, the third stage, centered on the comprehensive analysis of the acquired data, employing