Academic journal article Cross - Cultural Communication

Uses and Gratifications Achieved for Jordanian and Bahraini Youths Watching Dubbed Series and Movies a Field Study on the Students of Yarmouk and Bahrain Universities

Academic journal article Cross - Cultural Communication

Uses and Gratifications Achieved for Jordanian and Bahraini Youths Watching Dubbed Series and Movies a Field Study on the Students of Yarmouk and Bahrain Universities

Article excerpt

Abstract

This study aims to find out the uses and gratifications achieved for Jordanian and Bahraini youths watching dubbed series and movies. It also seeks to identify the motives of uses of young university students watching dubbed series and movies. The sample of the study consisted of 1,500 individuals. As far as the researchers know, this study is one of the first in both Jordan and Bahrain, which deals with the uses of university students of dubbed series. Results showed that the vast majority of respondents or 86.6% watch dubbed series and movies. Also 2-3 hours category of watching formed the top category by 49.7%.The individual watching came in the first place, represented by 40.6%. The small screen (TV) is considered the most watched media for dubbed series and movie by 67.1%.

Key words: Jordanian; Bahraini; Youths; Dubbed Series; Movies; Watching

INTRODUCTION

The quantitative increase in the size of foreign series, especially the dubbed ones in the light of unprecedented density of exposure to these series and the effects realized by these series on the viewers in general, and on the youth in particular. This issue is quite clear and no one can argue about it as both researchers believe. The Moroccan Minister of Communications, the government spokesman, Mr. Mustafa Al Khalfi says that the dubbed series rendered into the Moroccan dialect pose a threat to the Moroccan values (Al Watan, 2014).

This belief is due to a number of factors, such as the infinite precision of technical development on the one hand, and the picture quality, the implications of globalization and other cultural factors.

A1 Amrani researcher pointed out that :

The contemporary evolution of optical technology led to a shift in the function of the image as a representative and a reflection of reality and a visual documentation for a static moment in time, to the process of reality reduction in an image through which it breaks the concept of neutrality, objectivity and truth ,in the sense that a contemporary image is no longer a representation of reality nor a reflection of it, because it does not contain the entire reality, but it is part of it as viewed from a specific ideological, political, sectarian or ethnic angle. (A1 Amrani, 2011)

The strength of the means of communication in the areas of life are strong enough ; the researcher ALKharafi wrote:

The media impact is immense not only in penetrating the boundaries and security dams, but also goes beyond to cancel the cultural boundaries and interference in the psychological characteristics, and shaping the dogmatic creeds, after constructing it as planned by the speaker who is most influential, most charming, and better eontrollerof technology, (Al-Kharafi, ~ 2000)

Both researchers believe that quantitative increase in the size of foreign series, especially the dubbed ones the light of the unprecedented intensity of exposure to these series. This study intended to demonstrate the nature of these effects and their disadvantages, and how to avoid them in the future.

1. RELATED STUDIES

Many researchers focused on studying dubbed serials presented on the Arab satellite channels. Some communication experts considered them as a communication phenomenon worthy of studying. One can refer to some previous studies conducted on the youth uses of these dubbed foreign series and the gratifications realized from this watching:

Al Saffar conducted a study entitled: "The Kuwaiti university students' trends toward dubbed drama on the Arab channels" (Al-Saffar, 2012), the study aimed to investigate the trends of young Kuwaiti college students about dubbed series displayed on the Arab TV and satellite channels, and to identify the gratifications generated by young people; the sample consisted of 477 students from Kuwait and the Gulf for Science and Technology Universities. The most important findings are:

A. Females have more watching levels of dubbed series than that of males in the State of Kuwait; they also come before males in most means of gratification realized from watching, such as knowledge gratification, fun and excitement, social gratification, emotional, aesthetic and recreational gratifications; while young men trend was clearer in satisfying "escaping from reality" to another. …

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