(HAD TO REPOST LATE BECAUSE WHEN I TRIED TO DOWNLOAD THE ORIGINAL LINK TO MY PAPER BELOW, IT LOADED VERY WEIRD)
ABSTRACT
This report will attempt to examine the history of Arab TV in respect to its transformation prior to and subsequent to the Gulf War and the advent of satellite TV. After the shift towards private ownership, Arab TV took a step towards modernity by adopting the values and practices of globalization. Soon, Eastern media became saturated with Western values and trends while still attempting to maintain an Islamic identity. Western opposition to Arab media’s allegedly biased misrepresentations of the West led to U.S. involvement, which ultimately manifested itself in the form of a poorly planned media operation. Alternatively, America should have considered a more insightful and rational way of understand Arab media.
STRUCTURE
Ownership in Terms of Government/State Control
Arab television ownership structure can be better understood through a pre and post 1990 lens. Before 1990, Arab television was primarily run by colonialist government powers; content was meticulously monitored and controlled. Post 1990, there was a shift towards private ownership as the Gulf War called for a media reform that would grant Arabs a greater range of content.
• Before 1990, the Arab world could be classified into two groups:
o Those that were under strict control: Algeria, Egypt, Iraq, Syria, Libya, South Yemen, and Sudan. The government acknowledged technology’s value for political communication and propaganda. They saw the media as means to extend the government into peoples homes.
o Loyalist countries include, Morrocco, Tunisia, Jordan, Kuwait, Saudi Arabia, Bahrain, Qatar, UAE, Oman, and North Yemen. They remained under government control but their governments didn’t see a need to pursue media regulation as aggressively as countries under strict control did.
• In 1990 the emergence of the satellite occurred, which was described as a “new style in news coverage and political discussion programs” (Rugh 201). There were satellites as early as 1985, but they became more efficient and affordable in 1990, as the possibility of a shared satellite between multiple houses became plausible.
• Content became more liberal and pervasive, political discussions that were previously forbidden by strict government control and seen only on Western broadcasts became widespread.
• Media began to extend to a pan-Arab reach, meaning an audience was no longer confined to only their local news broadcast. Suddenly, they were given access to a diverse array of Arab programming.
• Terrestrial broadcasting was affected by the introduction of privately owned satellite channels; their approach to programming had to be altered. Their perspective became more pan-Arab as opposed to strictly regional to keep up with the widespread reach of satellite TV.
• In 1995 Qatar abolished media censorship by creating the General Association for Radio and Television to “supervise the government owned terrestrial broadcasting facilities” (Rugh 205).
• In 1999, Emirates Media Incorporated, a media group in the UAE, became free from government control, thus becoming independent. The EMI now has “administrative structure based upon transparency, effectiveness, and flexibility…(which) has permitted it to move towards privatization and to rely increasingly upon the revenues it raises itself” (Rugh 205).
• During the Gulf War, many Arabs realized the potential that lay within Satellite TV. It introduced the possibility of a greater range of political and commercial content, and the impact it could make.
• Egyptians were the first to have satellite TV, but in 1991 the Middle East Broadcasting Corporation (MBC), headquartered in London and owned by a Saudi entrepreneurs became the forerunners in satellite news channels. Many followed suit as other satellite news channels such as Al Jazeera, ANN, and Al-Arabya made their debut into Eastern media.
• The induction of all these emerging satellite channels inevitably created competition in the marketplace.
Competition
With the emergence of Satellite channels, (Al-Jazeera in particular) and their subsequent success in Arab countries, competitors were bound to materialize. As the popularity of satellite TV grew, so did the desire for more content and choices. Complying with public demand, TV stations capitalized on this growing trend as more and more satellite news channels emerged, each one promising to be better than the next. On a more international scale, Western media noticed not only the growing popularity of aforementioned news channels, but also presumed that these Eastern news outlets were propagating anti-Western values and opinions. “Accustomed to dominating the discourse, the U.S. was now forced to adjust to the fact that a new, largely unfettered media voice was drowning out White House attempts to write the storyline of its war on terror” (Pintak 167). Part of America’s solution to this global competition was the induction of their own Al-Jazeera, Al-Hurra, “a satellite broadcaster whose mission was to communicate accurate, balanced and objective news – particularly about American policy – directly to the Arab viewer without the filter of Arab media” (Pintak 258).
American 167
Commercialism/Advertising
Commercialism and advertising are a product of the fast paced progression of an ever-changing media. With TV popularity at an all time high, Arab television channels are forced to concede to global trends in the marketplace. The popularity of television during Ramadan has brought about lucrative advertising opportunities. “The cost of advertising in this period as well as the number of advertisement rises dramatically. Ramadan 1999 alone netted 23 percent of the $153.2 million in annual television expenditure in Egypt” (Hammond 23). The commercialization of television and media paves the way for emerging global trends such as advertising.
PROGRAMMATIC TRENDS
Game Shows/Reality TV
• Game Shows became an extremely popular trend in both the satellite and terrestrial realm.
• Many of the programs seen on Arab TV are based on prevalent American game shows. The Arab television networks adopted the basic framework of the show, while maintaining an Eastern image.
• The Arab version of Who Wants To Be A Millionaire garnered overwhelming success which can be largely attributed to it’s sex symbol host, George Qerdahi.
• The show was wildly popular with housewives who no doubt spent their days at home fawning over the attractive host.
• Shows like The Weakest Link were criticized by Muslim fundamentalists who argued the host, Rita Khoury “behaved like a man and should be more feminine and polite” (Hammond 226).
• Likewise, reality TV in the East can attribute its influence to the popularity of reality TV in the West. Shows like Big Brother and Star Academy are the Arab equivalent to their western counterparts. Ironically, one of the most controversial shows, Al-Hawa-Sawa claims no external influence, but received some of the most criticism when “viewers suspected that three of the right girls from the around the Arab world were secretly smoking, thus flouting a ban on cigarettes and alcohol in the luxury apartment” (Hammond 228).
• It’s possible that reality TV has had a desensitizing effect on its viewers as it repeatedly depicts situations that contradict Islamic canons.
Ramadan Serials
• The shows that air during the month of Ramadan are wildly popular, but depict situations that are fundamentally in direct opposition of everything that month stands for and symbolizes.
• Ramadan is a month intended for religious introspection and veneration; its about sacrifice and self-discipline. These shows glorify the values Islam has vehemently rejected. “Commentators have seen in it a debasing of the religious meaning of the month, when Muslims fast from dawn to dusk, and a sign of how increasingly consumerist Arab societies have become” (Hammond 231).
• Could this be the influence of Western values? Or just the process of modernization/globalization?
• Shows like Tash ma Tash are blatantly “an occasion for Saudi television to promote liberal reforms and attack the powerful conservative religious establishment…with its depiction of Islamic extremist at a school for radical Islamists jokingly named the Terrorism Academy” (Hammond 232).
• These shows stand as evidence of the rapid commercialization occurring globally.
News
• News plays a significant role in the dissemination of media in the Arab world.
• The most prevalent news station is undoubtedly Al-Jazeera, a privately owned satellite news channel started in 1996 in Qatar.
• Al-Jazeera prides itself on its global reach and aggressive political coverage. Its unbiased content is due in large part to its detachment from any governmental ties.
• There are many regional competitors, but none have the global reach of Al-Jazeera (which was facilitated by the induction of their English speaking network, Al-Jazeera English)
• Arab news outlets are catching up to global trends and modernization
ANALYSIS OF US INVOLVEMENT
The emergence of pan-Arab satellite channels and the Eastern shift towards private ownership in the media obviously garnered the attention of the Western media. As Arab countries caught on quickly to growing media trends, the U.S. naturally did all they could to combat any anti-Western propaganda they believed to be prevalent in Eastern media. The U.S felt especially threatened and misrepresented by Al-Jazeera. President Bush stressed his concern that the Arabic news station was propagating anti-Western sentiments, “calling it a purveyor of propaganda that just isn’t right” (Pintak 1). “The president's statement, along with the decision by the New York Stock Exchange to ban Al Jazeera's reporters in 2003, is a prime example of how the Arab news media have been demonized since the 9/11 attacks” (Pintak 1). America has done very little to alleviate the tension between the East and the West. Instead, they invested 100 million dollars into developing, Al-Hurra, a television news channel that prides itself on providing “accurate” and “objective” news directly to the Arab people because they mistrust the way Arab media presents news about the west. This “plan” reveals itself to be incredibly backwards as it is attacking a news channel that is completely independent from the government; they’ve chosen to attack the one unbiased media outlet. Additionally, Al-Hurra operated at a standard way below valuable American media outlets. Perhaps instead of constantly being on the defensive, America should try and understand Arab culture and realize media is in no way defining of an entire society. Instead we are perpetuating a clashist mentality by setting two cultures further and further apart from one another.
WORKS CITED
Hammond, Andrew. Popular Culture in the Arab World.
Pintak, Lawrence, Jeremy Ginges and Nicholas Felton. The New York Times. New
York, N.Y.: May 25, 2008. pg. WK.12
Pintak, Lawrence. Reflections in a Bloodshot Lens: America, Islam, and the War of
Ideas.
Rugh, William. Arab Mass Media. “Arab Television Since 1990: Structure”.
Rugh, William. Arab Mass Media. “Arab Radio and Television Prior to 1990”.