A Clash of Cultures | Zendy

Andrew M. Clark | Zendy; Thomas Christie | Zendy

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A Clash of Cultures

Author(s) -

Andrew M. Clark,

Thomas Christie

Publication year - 2012

Publication title -

sage open

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.357

H-Index - 32

ISSN - 2158-2440

DOI - 10.1177/2158244012468282

Subject(s) - broadcasting (networking) , premise , public broadcasting , discriminant function analysis , key (lock) , middle east , advertising , political science , public relations , law , business , computer science , linguistics , computer security , computer network , philosophy , machine learning

This study examines U.S. international broadcasting efforts throughthe Office of War Information and Voice of America to provide a philosophy andfoundation for the use of Alhurra Television. This station was launched during the Iraqwar to reach audiences and influence public policy in the Middle East. This study foundhigh percentages of Alhurra viewing classification using the discriminant function,suggesting that the combination of key cultural indicator variables is a sound predictorof viewing this news source. Thus, this study validates the premise of U.S. policy as itconfirms the challenges faced by international broadcasting 70 years ago and today—therole key cultural indicators play when these viewers decide to turn to or away fromAlhurra for news and other information. Demographic, media usage, and attitudinalvariables were used to test a model developed to understand cultural differences forprediction of Alhurra viewing or nonviewing

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