Digital media reshapes wedding traditions

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ISLAMABAD:

In the wake of the rising influence of social and digital media, a significant change in wedding traditions has been observed in the country. Due to increasing such influence, wedding culture has undergone a significant transformation in recent years with the addition of many new trends.

Now, this simple celebration has evolved into a lavish, week-long extravaganza, complete with multiple events and excessive spending. The rise of new, elaborate traditions such as "Bride-to-Be" parties, Mehndi nights, and Dholki celebrations had contributed to the shift, mainly due to having such trends in television dramas and showbiz personalities in the social media.

These events, often characterised by lavish food, decorations, and entertainment, have become an integral part of Pakistani wedding culture.

According to wedding planners and industry experts, the average cost of a wedding in Pakistan has skyrocketed, with some families spending upwards of Rs5 million on a single event.

Imtiaz Niazi, a wedding planner, says the wedding industry in Pakistan has become a multi-billion-rupee market as families willingly spend exorbitant amounts of money to make their wedding celebrations unforgettable not just for family members but for getting popularity and likes in social media apps like Facebook, Instagram and TikTok.

However, not everyone is pleased with the shift towards excess. Still, many families feel that the emphasis on materialism and extravagance has overshadowed the true meaning of marriage. "The focus should be on the union of two people, not on how much money we can spend on decorations and food.

Marriage Bureau head Mrs Khan says these excessive traditions have led to unnecessary expenses, with some families spending millions on a single event, adding that this has created a culture of competition, where families feel pressured to outdo one another in terms of extravagance and opulence.