Intellectuals, writers and critics of Punjabi language both from India and Pakistan have called for waging concerted efforts for promoting Punjabi literature and culture.
In this regard, electronic media is required to play its supporting role instead of exploiting customs and values through commercialisation.
They were speaking at two different sessions held on the second day of World Punjabi Congress here at local hotel on Saturday.
The speakers addressed the topics of Punjabi culture, Punjabi film, Punjabi literature etc.
Speaking at the first session, Kamlaish Mohan Professor of History in Chandigarh University blamed the media for promoting 'immoderation in media' through advertisement. Westernization and modernism has left negative effects on Punjabi art and culture. Pervaiz Kalim Pakistani film writer and director said that commercialisation in media and technology has affected quality of films. Now a director or a producer stresses more on commercialisation rather than highlighting artistic and cultural aspects of the film.
Dr Gurpal Singh teacher of Punjabi at Chandigarh University emphasised the need for promoting Punjabi language in both Pakistani Punjab and Indian Punjab. He demanded steps on inter-regional levels to promote Punjabi language. He was of the view that poetry should be used as a tool to create awareness among the masses about globalisation and its effect.
Mehmood Mirza, Sharif Kunjai and Afzal Tauseef read their papers on different topics.
Professor Dr Vaneeta from Delhi Girls College spoke on the status of women with reference to 'Punjabi society'. She mentioned that different Indian female writers have done a lot of literary work for women uplift through their empowerment in male dominating society. 'My fight is against ego of men', she added.