Infidelity Exposure in Pakistani Dramas and Audience Psychological Well-Being: An In-Depth Qualitative Exploration

Abstract

Pakistani television dramas have, over the past decade, leaned heavily on stories of marital betrayal, extramarital affairs, and broken trust to hold audience attention. This paper draws on fifteen in-depth, semi-structured interviews with psychologists, media scholars, drama writers, regulators, and other professionals connected to the drama industry to examine how repeated exposure to infidelity-themed content is understood to shape viewers' psychological well-being. Using thematic analysis, three interconnected themes were identified: the normalization and commercialization of infidelity narratives, the psychological toll such narratives may place on vulnerable viewers, and the moderating role personality plays in how content is processed. Participants largely agreed that infidelity itself is not the problem; rather, it is the absence of moral consequence and the repetition of betrayal as a ratings formula that concerns them. Personality traits, especially conscientiousness and neuroticism, emerged as decisive factors shaping whether a viewer walks away from a drama unaffected or unsettled. The findings extend Cultivation Theory and Social Cognitive Theory into a South Asian media context and offer practical guidance for writers, regulators, and mental health practitioners.

Keywords: Infidelity, Pakistani Dramas, Psychological Well-Being, Qualitative Research, Personality Traits, Thematic Analysis