The Holy month of Ramadan is upon us, the month of Ramadan teaches us to purify our soul, re-evaluate our lives and practice self sacrifice through fasting. The purpose of fasting is not just to abstain from food but its purpose is to give up all sorts of physical needs. From the start of Ramadan special Ramadan transmissions are started on almost all channels. What is expected from these programs is that they’ll portray the spirit of Ramadan, the spirit of sacrifice and educate the audience on the various aspects of the Holy month.
However switch on the television and what you’ll see will be a big surprise to you. Celebrities from the entertainment world who can be seen dancing to the tunes of Bollywood songs during other months dressed modestly conducting programs and ‘highlighting’ the importance of Ramadan. A part and parcel of these marathon Sehr and Aftar transmissions are the cooking programs where dozens of items are cooked, considering that a majority of Pakistan’s population lives under the poverty line do these transmissions with pomp and glamour and dozens of food items on display do justice to the true spirit of Islam? What must be going through the minds of the millions of young kids from the lower income groups who see all this glamour and extravagance? Is showing off what the month teaches? Obviously not, this culture of consumerism is fueled by various companies who use this Holy month to increase there profits and the media joins hands with them.
The whole essence of simplicity and modesty we are taught to adopt by our religion and which is emphasized in Ramadan is all but forgotten when religion starts being used a marketing tool.
The majority of TV programs aired during the month completely sideline the very spirit of Ramadan.