Binge watching is a new TV-watching behavior; that is tremendously becoming very popular among young people in the Middle East, is expected to be one of the media imperialism indicators. Ahmed (2017) found that university students in the United Arab Emirates tend to binge watch non-Arab media content rather than the Arabic ones. The study examines the UAE youths’ perception of US drama’s possible negative effects on their own culture values versus the GCC youth’s cultural values. The purpose is to elaborate on the perception of UAE Arab residents of possible media imperialism influence on them versus others. The study examines both perceptual and behavioral components of the Third Person Effect theory of Davison 1983. Cultural background (Individualism and Collectivism) is studied as an intervening variable. A constructed online questionnaire; that has 19 questions using various types of measurements, was used to collect the data from 257 Arab residents of United Arab Emirates. The results showed that binge US Drama watchers tend to perceive the effect of it as positive on them, while it is negative on other people. In other words, binge US drama watchers tend to perceive the negative effect of US drama to be more on others than on themselves. Individualism and collectivism had no significant effect on the behavioral component of TPE while there was a significant correlation between cultural background and the perceptual component of TPE.
Azza A. Ahmed, Zayed University, United Arab Emirates
Stream: Films and Digital Distribution (use of the internet and video sharing)
This paper is part of the MediAsia2019 Conference Proceedings (View)
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