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" Viewer utilization of direct satellite television programs in Saudi Arabia: "
K. M. Marghalani
D. P. Boyd, Philip
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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1113239
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| Doc. No
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TLpq304348449
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| Main Entry
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D. P. Boyd, Philip
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K. M. Marghalani
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| Title & Author
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Viewer utilization of direct satellite television programs in Saudi Arabia:\ K. M. MarghalaniD. P. Boyd, Philip
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| College
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University of Kentucky
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| Date
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1997
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| student score
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1997
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| Degree
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Ph.D.
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| Page No
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184
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| Abstract
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This is the first uses and gratifications study based on an expectancy-value model to investigate the adoption and utilization of direct satellite television (channels). The study investigated reasons people use direct satellite broadcasting (DBS) and explored differences between viewers and non-viewers of this new medium across a range of perceptual, motivational, and demographic variables. The study was administered at the Institute of Public Administration in Riyadh, Saudi Arabia in a country that in March 1994 officially banned satellite receiver ownership. In December 1995 and January 1996, 495 male and female adult Saudis responded to a self-report questionnaire (developed through preliminary qualitative investigation) about their media habits and uses, especially their motives for viewing or avoiding DBS. Nearly two-third of the respondents owned or had regular access to DBS. The results of a principal components analysis of gratifications sought from satellite channels yielded six factors: Availability & Variety of Quality programs, Intercultural, Surveillance, Sexual Curiosity/Identification, Censorship (alternative to), and Religious Information. A separate principal components analysis identified three motives for avoiding DBS: Religious Beliefs, Western Commercialization, and Sex & Violence. It would appear, then, that the adoption of DBS is related to a mix of technological, political, economic, cultural, and religious forces that has led Saudis to either embrace or avoid the myriad gratifications believed to be offered by this new medium. Motives for watching traditional terrestrial television were similar to those found in other Western cultures. Seven gratifications sought factors emerged from a principal components analysis: Surveillance-Interpersonal Utility, Diversion, Arousal Control, Escape, Companionship, Social Interaction, and Filling Time. The expectancy-value analyses indicated that Saudis' expectations about the characteristics of satellite television and their evaluations of these characteristics were important antecedents of motives for seeking associated gratifications or for avoiding exposure to DBS. The results also show that satellite viewers were characterized by having significantly higher scores on all motives for watching television in general including: Arousal Control, Companionship, Diversity, Escape, Filling Time, Surveillance-Interpersonal Utility, and Social Interaction. Satellite viewers also were higher on belief X evaluation (usd\rm b\sb{i}e\sb{i}usd) products for the factors Availability & Variety of Quality Programs, Censorship, Intercultural, Surveillance, and Religious Information, indicating that satellite viewers had more positive perceptions of the attributes of satellite television. Viewers also were higher on English-language proficiency were more likely to be females, and were younger. Satellite non-viewers on the other hand, were higher on two of the motives for avoiding direct satellite channels: Sex & Violence and Religious Beliefs.
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Communication and the arts
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Mass media
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television
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