An Analysis of Arab Television and Current US Involvement
ABSTRACT
In the post September 11th era, Al-Jazeera television has been a source of information and controversy for the Arab world and the international community. Located in Qatar, it was established in 1996 with a US grant of $150 million dollars. Initially much of the Al-Jazeera staff was made up of BBC World Service staff members, after being let go from the Saudi owned Arab television channel. Al-Jazeera has long been criticized as being sensationalist and anti-American. By choosing to show videos of Osama bin Laden, Al-Jazeera has been labeled by the US government as a form of propaganda for Al-Qaeda.
TABLE OF CONTENTS
I. Analysis of Arab Television
a) Structure of Television Industry
i) Evolution of Arab Television
(1) Government Control
(2) Economic Opportunity
ii) Current Structure of Television Industry
(1) Ownership and Government/State Control
(2) Foreign Involvement
b) Television Programming
i) Evolution of Arab Programming
(1) Modernity
(2) Globalization
ii) Current Programming Trends
(1) News
(2) Entertainment
(a) Reality Shows
(b) Televangelist
(c) Music Videos
II. Analysis of Current US Involvement in Arab Television
a) Current Strategy
i) Benefits
ii) Problems and Suggestions for the Future
(1) Anti Western Propaganda
I. Analysis of Arab Television
While many of these criticisms towards Al-Jazeera derive from a certain level of substantiation, they cannot only be critiqued from understanding their news channel. The variety of television programming they provide to viewers offers a wider spectrum of information and perspectives than purely propagandistic material.
An analysis of Arab television is needed in order to present a current and accurate view of Arab television as a whole. Among the content of Arab television there is everything from soap opera type shows, to other news channels, music video channels, to talk shows.
a) Structure of Television Industry
To understand Arab television, it is important identify the evolution of the television industry and how it has led to the current structure. Also important are current television programming trends, as they demonstrate how Arab television has changed and provides a platform for the United States to reform their media presence in the Middle East.
i) Evolution of Arab Television
(1) Government Control
Up until the 1940’s and 1950’s the majority of the Middle East was controlled by European powers. After World War II however, these ruling European powers left the region, and the Middle East had the ability to begin creating their own governments. These new governments took control of the media, and their political parties used it as forms of propaganda, and as a way to restrict media from being used by another party. During the 1950’s countries such as Morocco, Iraq, Algeria, and Lebanon were introduced to the television, bringing about new possibilities for using media. The media continued to be controlled by the government, through two systems of government control over the media.
The first system of government control is strict government control. The government has say in every part of the media, and has the ability to use it as propaganda for their political means. Countries such as Algeria, Iraq, and Sudan demonstrated this system of media.
Although the government did not directly control the second system of media, it still presented a perspective consistently biased towards the government.
(2) Economic Opportunity
Economic opportunity aided Arab television, by opening the Middle East to the West. In particular the oil trade became a prominent part of Middle Eastern economic relations and the media became more open to Western influence.
ii) Current Structure of Television Industry
(1) Ownership and Government/State Control
According to William A. Rugh’s article, “Arab Mass Media,” “The structure and ownership pattern of the existing terrestrial radio and television systems did not change a great deal after 1990 but they have remained essentially the same as developed in earlier decades...Every Arab state has a government controlled radio and television organizations.”
Currently the governments of Arab television networks still have a considerable amount if control over them. Rarely do private television channels exist in the Middle East, as the government monopolizes the majority of the television.
However one of these rarities is found in Lebanon, where a law was passed in 1994 to end the state monopoly of television. A variety of people, from religious ones to businessmen have created their own television channels in Lebanon.
(2) Foreign Involvement
During the crisis in Kuwait in 1990-1991, Arab businessmen and leaders witnessed the power of satellite television and the ability of CNN to provide news broadcast that was better than local channel broadcasting. Understanding that CNN still provided a biased Western form of news, these Arabs took the initiative to create their own satellite news channels. This led to the creation of many Arab satellite channels, including Al-Jazeera. The availability of satellite television provided Arab viewers with more than a Western channel to watch. Previously they had turned to Western media to watch international news, yet with the creation of their own satellite channels they no longer had to do so.
b) Television Programming
i) Evolution of Arab Programming
(1) Modernity
Although much of the international world might assume that Arab television consists of conservative programs, the modernization of the Arab world has helped change the content of their television programs. Modernization of the Arab world has affected television programs by leading subject matter more towards a Westernized format.
(2) Globalization
Globalization has produced programming that is multi-cultural within Arab television. Influence of Western programs such as “Who wants to be a Millionaire” and others have led to programming that resembles Western media. Programs made in Arab nations are often watched and circulated within the Middle East, and so Arab cultures are exposed to media from each other.
ii) Current Programming Trends
(1) News
Current news on Arab television tends to revolve mainly around the government. On news channels in the Middle East, it centers around the actions or policies made by the government during that day. They are very simple and informative, not focusing on excess celebrity news as relating to politics, as is done in the United States.
(2) Entertainment
Entertainment news in the Arab world has taken on nearly as much importance as it has in the United States. In particular reality shows, televangelists, and music videos are popular forms of entertainment.
a) Reality Shows
Reality shows are a large part of current Arab television, with shows that emulate Britain’s Pop Idol, Big Brother, and the show Fear Factor. Arab viewers have the same fascination with reality television, which leads to high ratings and create opportunity for financial profit. This makes them prime spaces for advertisers to use to reach target audiences.
b) Televangelists
Just as the United States has Reverend Billy Graham, Arab television has its share of televangelists, one being Amr Khaled. Formally a banker, Khaled dresses in suits and wears a Bulgari watch on his wrist. Many of his followers are young Muslims, who are excited and challenged by his preaching. He is a powerful and passionate speaker, who demonstrates the same oratory skills as American evangelists, only his audiences are Muslims.
c) Music Videos
Music videos are also a central part of entertainment Arab television ranging from the very provocative semi-Britney Spears-esque videos of artists like Haifa Wehbe, to the religious songs of Sami Yusuf. These two artists are examples of the spectrum of acceptable musical entertainment allowed on Arab television. Haifa’s videos often depict her in sexualized clothes and atmosphere, which seems surprising considering the traditional nature of many Arab cultures. Sami Yusuf represents a genre of music that appeals to pious Muslims. In an article by Christian Pond entitled, “The Appeal of Sami Yusuf and the Search of Islamic Authenticity,” the author writes, “Yusuf’s message is one of tolerance and integration. In Yusuf’s music, talk of infidels and jihad are replaced with appeals to God’s love and the beauty of religion.”
II. Analysis of Current US Involvement in Arab Television
For the United States there must be a greater understanding and education of Arab television, so that the United States can have a more effective presence in the Middle East. By realizing the breadth and variety of current Arab television, the United States can provide alternative media forms that relate better to the people of the Middle East.
a) Current Strategy
i) Benefits
The United States current involvement in Arab television is beneficial in that it has tried to make an effort to connect with the people in the Middle East. By providing programming such as Al-Hurra, it demonstrates the United States attempt to become engaged in Arab television.
ii) Problems and Suggestions for the Future
A problem that the United States needs to recognize is that the wide scope of available channels makes it less likely for Arabs to become solely interested in American controlled television. Along, the fact that Arabs appreciate media not controlled by the government, means they are less ready to accept American government controlled programming. In order to deal with this, it would seem more logical to join with already existing independent networks, and buy certain amounts of programming time from them. This would alleviate the government control factor, and make American programming more legitimate to Arab viewers.
1) Anti-Western Propaganda
The other main issue with American involvement is how the US has tried to counter Anti-Western propaganda from the Al-Jazeera network. The problem is that a large majority of Arab viewers watch Al-Jazeera as a credible news source. Instead of continually trying to point out the flaws in Al-Jazeera it would be more appropriate to tap into other Arab programming to dispel anti-American propaganda.
As illustrated in this report, entertainment television is hugely popular in Arab television. Rather then focus on changing images in news, it would be more effective to focus on areas like reality television, televangelist shows, and music videos. Becoming involved in entertainment programming and supporting it will do several things:
First, it will show Arab viewers that the US is willing to see beyond the images that Al-Jazeera propagate of both Americans and Arabs.
Second, since American media is already so closely linked to entertainment media, Arabs would welcome Western influence to their entertainment.
Third, entertainment television has the ability to reach a wider target audience, with a larger age demographic.
“Amr Khaled: Islam’s Billy Graham” The Independent 4 Jan. 2006
Echchaibi, Nabil. “From the pulpit to the studio: Islam’s internal battle” pp.1-5
"History of the Middle East." Wikipedia 30 Nov. 2008 5 Dec 2008
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Khalil, Joe F. “Inside Arab Reality Television: Development, Definitions, and Demystification” TBS Journal pp.1-26
Pintak, Lawrence. Reflections in a Bloodshot Lens. Ann Arbor, MI: Pluto Press pp.153-281
Pond, Christian. “The Appeal of Sami Yusuf and the Search for Islamic Authenticity” pp.1-26
Rugh, William A. “Arab Mass Media” Westport, Connecticut: Praeger pp.180-227