Abstract

In recent years, communication patterns and tools have been revolutionized globally due to the technological advancements e.g. social networking websites, streaming services, live calling applications etc. Among these mediums, vlogging has been recognized as an influential and leading communication pattern. Vlogging has become an exploding passion among internet communities since its emergence in 2000. In contrast to that, it is rather a new phenomenon in Pakistan which needs to be explored. Therefore, present study aims to explore the introduction, growth and future of vlogging in Pakistan. The study implied in-depth interviews from 10 influential Pakistani vloggers who have secured a decent number of followers and viewers on their respective channels including 5 beauty and lifestyle vloggers, 3 travel vloggers and 2 food vloggers. Findings revealed that vlogging is a modern experience and it is getting popular among Pakistani masses. Hence, professional and immature all kind of people are vlogging these days. It does not only give masses freedom of sharing their and skills and thoughts with world but also has become a major source of income. Present study will not only be helpful in academic and professional fields; it is presumed to be a stepping stone in the research on vlogging at national level and can lead to further research on effects of vlogging and content analysis of Pakistani vlogs.