Comparative analysis of audience exposure to the First Channel (Arabic) and to the Second Channel (E...

مرکز و کتابخانه مطالعات اسلامی به زبان های اروپایی

منو

" Comparative analysis of audience exposure to the First Channel (Arabic) and to the Second Channel (English) in the Kingdom of Saudi Arabia "
Al-Heezan, Mohammad Abdulaziz D. Hale

Document Type	:	Latin Dissertation
Language of Document	:	English
Record Number	:	1103970
Doc. No	:	TLpq304027945
Main Entry	:	Al-Heezan, Mohammad Abdulaziz
	:	D. Hale
Title & Author	:	Comparative analysis of audience exposure to the First Channel (Arabic) and to the Second Channel (English) in the Kingdom of Saudi Arabia\ Al-Heezan, Mohammad AbdulazizD. Hale
College	:	Bowling Green State University
Date	:	1993
student score	:	1993
Degree	:	Ph.D.
Page No	:	230-230 p.
Abstract	:	One thousand two hundred Arabic-speaking subjects were randomly surveyed to measure their television exposure to the Arabic language First Channel and to the English language Second Channel in the Kingdom of Saudi Arabia. The study provided a comprehensive profile of the Saudi television audience and explicated audience selection patterns between the Arabic and English channel options. Five hypotheses were posited which anticipated results supporting the broad research assumption that the audiences view the First Channel differently than they view the Second Channel. First, it was anticipated that viewers' needs for watching each channel would be different. The result of the principal component factor analysis revealed that the audiences watch the First Channel primarily for obtaining information while the Second Channel is mainly watched for entertainment. Second, it was expected that viewers would have different viewing frequencies for the two channels. Hotelling's T test (T2) strongly supported this hypothesis. Except for movies and variety shows, which are watched more on the Second Channel, most of the program types are watched more frequently on the First Channel. Third, it was predicted that viewer opinions concerning the amount of available program types on each channel would differ from one to another. This hypothesis also received strong support by T2. The mean differences showed that viewers believe that the First Channel offers higher proportions of most program types except for movies and children's programs, which are offered more on the Second channel. The fourth hypothesis focused on the viewer attitudes toward each channel. It assumed that there would be a difference between the viewers' satisfaction with the First Channel and the Second Channel. Again, T2 significantly affirmed this assumption. The First Channel received higher satisfaction for all program types except for movies which was favored more on the Second Channel. Finally, it was postulated that viewers' viewing activities is different from one channel to the other. The result, which was supported strongly by T2, indicated that viewers are more active in pre-viewing the First Channel (pre-exposure stage), but they are more active with the Second Channel while they are watching (during exposure stage).
Subject	:	Communication and the arts
	:	Mass media
	:	television