Consumers Perceptions on the Feasibility of Novel Television - Jordan - Research Paper Example

Consumers’ Perceptions on the Feasibility of Novel Television: An Empirical Study in Jordan 0 Introduction Over the years, due to the development of digital media along with the economic recession, the television industry has been redefined. As a response to this, TV broadcasters have reconsidered their approach towards programming by cutting back on their operations while utilizing new strategies to increase revenues. As transitions have been made in the industry of TV broadcasting, many have questioned whether such broadcasters will still be capable of delivering the fundamental values of TV business. Additionally, one of the primary issues for broadcasting is whether conventional forms of regulation, such as protecting and controlling public communication along with the media’s main cultural and social functions, still play an important role despite the transitions undergone by the media system (Oba and Chalm-Onsted, 2005). Broadcasters and media regulators alike must be able to keep up with such changes and effectively work in an environment that will give them opportunities to upgrade their operations and strategies to new heights. Involvement between these two parties is essential to maintain the success of the TV industry in the coming years. Owing to the expansion of cable television, the multichannel environment has expanded into both the developed and underdeveloped countries (ITU, 2000). In short, multichannel media has expanded in many countries, and the cable penetration rate, such as the number of households that have gained access to cable television, has become an indicator for the development of this form of TV channel distribution. The current study aims to address several objectives- first is to ascertain whether establishing a TV channel in the Middle East that will completely cover all occurrences in the Arab world will play an important role during this time, and second is to identify the challenges that may be faced by individuals who attempt to create such a form of TV channel. The reform process that has taken place in the Arab world has been stationary as changes are moving at a slow pace despite the claims of government leaders that they have been placing much effort on this issue (Liebes and Katz, 2007). The younger generation, most especially, has become exposed to the new trends and resources of which most of the leaders who belong to the older generation do not yet understand (Kraidy and Kahlil, 2007). Therefore, the establishment of a new TV channel in the Middle East that will have a complete and uncensored coverage of all that is happening in the Arab world will help all citizens in such a way that all information obtained can be used to deal with political, economic, social and cultural changes in the Arab nations. Utilizing technology will then provide countless ways for these individuals to obtain and pass more information. Although Arab TV stations have been said to be protected by the national forces, many of the conventional Arab governments have been unsuccessful in stopping the circulation of such information (Hammond, 2007); therefore, Arab citizens will be able to learn more of what has been occurring in the country by watching TV channels that remain to provide complete and uncensored information. Furthermore, aside from watching TV, Arab citizens may no longer be viewers alone; rather, they can take part in bringing the news to other consumers. Through this, an active interaction will take place by means of gathering information, broadcasting reports, and making the most of technology for a quick response. 2.0 Background of the Study Media in the Middle East: An Overview News and media organizations have been known to create profits, circulate information, and create an impact on the society as a whole (Pintak and Ginges, 2008). Both journalists and media personnel have entered this field in order to express themselves and to affect the world. News business, in fact, is market-driven which has left many stories uncovered, citizens uninformed, and media members being unsatisfied. Viewers express different demands for the information that they will acquire from watching television, and it has been pointed out that individuals seek information that will help them in their personal, professional, and social roles (Dajani, 2006). Information that will help guide them in making work-related decisions, provide knowledge that can be associated with pleasure, as well as show the exact price and qualities of commodities, are relevant pieces of facts that drive citizens to watch television. Before the 1990s, majority of the television channels that had been established among the Arab countries had been owned by the government and were strictly controlled. Such channels continue to exist up to the present; however, the television industry in the Middle East has undergone changes due to the development of satellite television (Eickelman, Dale, and Anderson, 2003). Non-government channels that were owned privately introduced programs that took a more professional and viewer-oriented approach towards the news and current affairs. Al Jazeera became the pioneering news channel among all others, and was provided financial resources by the Qatar government (Abdel Rahman, 2002). However, the channel does exercise a considerable measure of freedom. Its staff members, who originally worked for the British Broadcasting Channel (BBC), has become the first channel in the Arab world that presents comprehensive live news coverage. Al Jazeera’s discussion programs have also gained much interest from its viewers as these aimed to examine issues from various points of view, and raised previous concerns that were unmentionable. In a changing TV industry atmosphere, particularly through the increasing independence and competition, other Arab countries such as Dubai has placed considerable efforts in becoming media centers in the Middle East. In 2008, however, Arab information ministers signed an agreement which aimed to regulate and monitor satellite broadcasting, thus, being considered by many as a means of gaining control and rule over this medium. Since Al Jazeera made public a videotape that showed Osama bin Laden after the September 11 attacks, the Arab media has been criticized by several administrations particularly that of the United States of America, charging the channel with bias against certain countries. A number of factors have constrained broadcasters in the Middle East to provide complete information on the current happenings such as limitations in the media content. In a study by Pintak and Ginges (2008), it was shown that Arab journalists perceive their news organizations to serve as a weapon against many factors that threaten their country. According to Kasim (2005), there is a need to be liberated locally in bringing the information to Arab citizens. These journalists, as Arab intellectuals, believe that they can create considerable impact on how occurrences truly unfold in a social and political level. Though they do not possess powerful weapons and millions of members, they can attain success in producing positive results by providing ample information and revealing helpful images to bring about good change (Pintak, 2008). The main goal of the Arab media is to promote favorable social and political transitions in their countries while protecting their people and culture against possible threats and interferences (Ramaprasad and Rahman, 2006). Media in Jordan: An Overview The constitution of Jordan guarantees the country’s citizens with their rights and freedom with regards to opinion and speech; however, these are significantly limited by the law (LC Web, 2006). Certain restrictions are placed in facilitating the independent media operations. For instance, criticism of the royal family members is strictly prohibited, along with other actions or statements that may destroy the dignity and reputation of the country. The Jordanian government has adopted a number of strategies with which TV broadcasting can be controlled, such as fines, prosecution, and imprisonment, all of which can intimidate journalists and other media members as well as promote self-censorship. However, King Abdullah has issued a statement which prohibited the authorities to imprison journalists, which gained approval from numerous human rights groups (Kuttab, 2009). The Press and Publications Law along with the Press Association Law of Jordan have imposed limitations when it comes to the authorization of journalists as well as newspaper operations. Radio and television programs in the country are more limited when it comes to their freedom compared to the press. Meanwhile, access to the Internet is known to be unrestricted, though there have been reports about investigations regarding the sources responsible for a number of unfavorable websites. Jordan remains to be one of the countries in the Arab world to be more open and accepting of the nation’s domestic media, compared to many of its neighbors. The judiciary, and not the government as a whole, has the responsibility to cancel authorizations from media organizations within the country; therefore, the power of the government to terminate press outlets is limited. Additionally, the Jordanian law guarantees that freedom is provided to foreign media organizations that operate in the country; furthermore, domestic television broadcasts as well as international satellite television are both unrestricted. Challenges for TV Broadcasting In the research conducted by Syvertsen (2003) regarding the challenges faced by TV broadcasters, it has been suggested that there will be numerous concerns when it comes to the control and management of public broadcasting. The greatest challenge, however, does not rely on the external influences; rather, on the continuous application of business and commercial purposes on the services. As public broadcasters are continuously moving further and gaining an advantage in the market through aggressive competition, they will become the target of criticism (Raboy, 1996). That is, many of their competing broadcasters will assert that they are not capable of providing a favorable option for commercial television. Additionally, when TV broadcasters continue to obtain success against other commercial companies, they will become more vulnerable to attacks and criticisms from their competitors that will claim how they have become abusive of their positions and that their rights and privileges should be considerably reduced, or even terminated (Steemers, 1998). It has become, therefore, a main issue for TV channel operators and public broadcasters to convince their government that they are a remarkable option for commercial broadcasting and that their output of media content is sufficient, comprehensive, and widely accepted among the public. In a report by Amin (2003), the Satellite Broadcasting and Arab Society conference held in Jordan in 2003 has highlighted a number of important points with regards to the use of satellite broadcast media. It was pointed out that Arabs have become significantly acquainted with their fellow Arabs and has brought about feelings of togetherness among these individuals. However, Arab leaders may consider this a threat to their role and existence. Furthermore, the satellite broadcast media has increased the disagreement that has been existing between Arab governments as indicated in the survey research. On the other hand, it may also have a positive outcome on the Arab citizens. An interesting note from the conference that was asserted by many Jordanian decision makers pointed out that satellite broadcast media has been ineffective in bringing out the positive elements of other cultures to its viewers in the Arab world; moreover, this form of broadcast media has continued to demonstrate negative traits and values which can have an adverse impact on Arab culture (Amin, 2003). 3.0 Research Questions The current study aims to look into the media industry of the Arab world, particularly in Jordan, and how establishing TV channels that will offer relentless information through a deeper and more extensive coverage can make an impact on the country and its citizens. Therefore, it intends to answer the following questions: 1. Will establishing a TV channel in the Middle East that aims to provide the truth about all occurrences be widely accepted by the Arab citizens? 2. Will establishing this type of TV channel promote change among the behavior of both Arab leaders and their citizens? 3. Will domestic and international organizations provide support for this TV channel? 4. What are the possible challenges that can be encountered by those who attempt to establish and manage this type of TV channel? 4.0 Methodology The current study makes use of a quantitative approach which will be described, along with a justification for the paradigm and methodology that have been selected. Research procedures such as sampling plan, criteria for selecting participants and the process for gathering data are all described and discussed. Justification for the Paradigm and Methodology A quantitative research design is known to be a reliable means of finalizing a study’s results as well as of verifying a hypothesis. Because a quantitative study separates the external factors, it can allow the researcher to come up with a comprehensive answer that is real and not biased (Wholey, Hatry, and Newcomer, 2004). In most studies that take on a quantitative approach, these can determine whether a particular idea can yield a better impact than other alternatives. Quantitative experiments can also narrow down the possibilities for the most appropriate directions to take for follow-up research in the future. All in all, results from a quantitative research are easier to sum up and analyze; moreover, comparing between certain groups, locations, or times can also be conducted to evaluate whether differences exist (Hunter and Leahey, 2008). To conduct research in a certain group may also provide a useful indication of the ideas and beliefs of the larger population. Research Approach The quantitative research makes use of a scientific method that is primarily based on a logical or reasonable deduction. In a quantitative approach, the collection of data relies upon exact measurement along with information that has been validated with the use of rating scales, tables and graphs, to name a few. Therefore, the quantitative approach generates statistical reports that demonstrate correlations (Creswell 2003). Generally, statistics is used in quantitative research in order to collect data that is based upon a theory or hypothesis. Descriptive statistics refer to numbers that describe a set of items; inferential statistics are obtained from the study’s sample which is extracted from a larger population, its main goal creating an overview about the whole population by focusing on the sample. The reliability of assumptions regarding the sample is often influenced by the sampling procedures that are applied. Because a large sample of data is obtained, the research would normally require recording, verification, and validation before proceeding to the analysis. Subjects and Sampling Plan In selecting the participants for this research, cluster sampling was applied and the sample that has been drawn is composed of males and females, particularly between the ages of 22 and 35 years old, in Jordanian cities specifically in Petra, Shoubak, and Tafilah. During the application of cluster sampling, the first step was to select areas within the country and consequently, the sample was randomly selected. There will be a total of 400 male and female participants from the three mentioned cities, 200 males and 200 female participants that have been recruited for the current study. They have been selected in random in the cities’ establishments, particularly from malls and restaurants. Procedure By gathering information in relation to the topic using books, journal articles, and other online sources, the review of related literature was produced as all materials and resources were organized and combined to come up with a portion on all related information regarding culture and its impact on the use of social networking sites. These form the secondary form of gathering data for the research. The method to be used in data collection is a survey in the form of questionnaires that will cover a number of variables in relation to the topic of the current study including their response to the establishment of a TV channel in the country that will promote the truth and provide extensive coverage of all occurrences. Proposed Analysis The quantitative data shall be statistically analyzed using the Statistical Software for the Social Sciences (SPSS v. 16.0). The focus of such an analysis must revolve around a critical examination and will work best when the primary purpose is to be able to see clearly and spontaneously into the nature of a complex subject or situation (Boyatzis 1998). The statistical results shall be put side by side with the outcomes of past empirical studies. Such analysis of data can help the researcher in recognizing trends and patterns that may be present. References: Abdel Rahman,A. (2002). Issues of the Arab Region on the press in the 20th century (in Arabic). Cairo, Egypt: Al Arabi Press. Amin, H. (2003). “Satellite Broadcasting and Arab Society" October 4-5, 2003, Meridian Hotel, Amman, Jordan. Retrieved from: http://www.tbsjournal.com/Archives/Fall03/Amin_Jordan.html References Boyatzis, R. (1998). Transforming quantitative information: thematic analysis and code development, Thousand Oaks, CA: Sage Publications. Creswell, J. (2003). Research design: qualitative, quantitative, and mixed methods approach. 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