The availability and effect of modern media, particularly from Western sources of production, such as television, movies, and music in Saudi Arabia will be reviewed from contemporary reports and placed in the context of wider social change movements such as the “Arab Spring”, democratization, and reform that seemingly threaten traditional values and identities in the Kingdom. The introduction of Western and modern values or identity constructs through commercial advertising will also be analyzed with reference to youth movements and new developments in the Saudi economy resulting from lifestyle pattern changes. The economic and social results of this process will be further related in context to the issues of globalization, democratization, and modernization as they portend a change in values in Saudi Arabian culture. The emphasis of this study will be in analyzing the effect of advertising on Saudi adolescents particularly, as this is psychologically when the most important aspects of personal character definition are formed, and socially this represents the time period when human individuals are most open to experimentation with patterns of identity, character, and personality formation.The research methodology of this essay will include a comparison of research into adolescent identity structures and behavior in the U.S. and the Kingdom of Saudi Arabia in order to determine the similarities and differences between the two experiences both subjectively and objectively. Rather than assuming that Saudi and American youth culture will develop on the same patterns of expression.
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This essay “The Advertising Effect on Adolescents in Saudi Arabia” looks at historical and contemporary examples to research the gap in generational identity patterns and the conflict between traditional and modern values in the Kingdom of Saudi Arabia…
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