Document Details
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Document Type |
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Thesis |
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Document Title |
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American Drama as a Soft Power and its Role in Shaping the Image of The United States among Saudi Students الدراما الأمريكية كقوة ناعمة ودورها في تشكيل صورة الولايات المتحدة الأمريكية لدى الطلبة السعوديين |
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Subject |
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Faculty of Communication and Media |
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Document Language |
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Arabic |
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Abstract |
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This study aimed to identify the role of American drama in shaping the image of the United States of America among Saudi students. To achieve this goal, the study employed cultivation theory, which is an appropriate entry point for studying the cumulative effect of Saudi students' exposure to American drama.
The study followed the mixed method in two sequential phases. The first phase consisted of collecting qualitative data by conducting group interviews (focus groups) as an initial step with the aim of obtaining rich and deep data that contribute to the design of the quantitative study tool for the next phase, focus group interviews were conducted with 24 male and female volunteers from King Abdulaziz University were divided into three groups. This phase followed the design of the quantitative questionnaire based on the results of the previous phase in addition to the literature, and then the study was conducted on a sample of 383 undergraduate students at King Abdulaziz University.
The results of the first phase showed that the most preferred and watched dramatic production is the American drama production. This phase also revealed the positive and negative of Saudi university students' perceptions about America and the Americans, the most prominent features of superiority that characterizes America, and the sources of forming these perceptions and feelings about America and the Americans. Their responses contributed to create a quantitative study tool in the second phase.
The results of the quantitative study showed the decline of satellite channels as a means of viewing, as it was at the bottom of the list by 17%, while “paid platforms” advanced by 83%. The positive image of America was associated with movies and series in the first place, followed by fast food, then influential media, then individual independence, then art and music. While the negative image of America was associated with racism in the first place, media falsification of facts, conspiracy, dishonest confrontation, chaos, demonstrations, high taxes, and the homeless.
The study revealed the agreement of the participants on the association of the image of America with several areas of superiority and concern for the environment, tourism, and the diversity of its nature. While negative and positive images were mixed about lifestyle, culture, values, and society, as well as systems, laws, government, and the image of the Americans.
The participants' feelings were divided between positive and negative to a close extent towards both America and the Americans. The largest percentage registered their intention to visit or study in America, while the largest percentage did not want to live or settle in America or obtain the American citizenship.
American movies, series, and social media recorded the largest percentage and the first source in shaping the image of America and the Americans among university students.
Key words: American drama, soft power, National image, Cultivation. |
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Supervisor |
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Dr. Ayman Naji Bajnaid |
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Thesis Type |
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Master Thesis |
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Publishing Year |
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1445 AH
2023 AD |
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Added Date |
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Saturday, October 21, 2023 |
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Researchers
| رغد خالد الغامدي | Alghamdi, Raghad Khalid | Researcher | Master | |
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