Authors: Badreya Al-Jenaibi
Addresses: Mass Communication Department, College of Humanities and Social Science, United Arab Emirates University (UAEU), Al Ain, P.O. Box 15551, UAE
Abstract: This study aims to identify the motivations for and impact of watching dubbed television serials by university students in the UAE. Mixed qualitative (interview) and quantitative (survey) methods are used to investigate the effect of intensive dubbed-serial consumption on students' attitudes and behaviours toward other cultures, a sample of 507 students was tested. Results showed that single respondents spend more time watching serials compared to married respondents. Respondents who hold two-year diplomas or bachelor's degrees watch more Turkish serials compared with those students holding master's degrees. The study finds a high viewership of violent dubbed series, along with an attached negative impact in dealing with others in society. On the other hand, there are also positive effects of dubbed serial viewing associated with different races and ages beyond young adults. Viewers found sitcoms to be entertaining and a good way to enjoy leisure time.
Keywords: Middle East; dubbed serials; mixed methods; gratification theory; Arab Media; UAE Media; new media; serials and globalisation.
International Journal of Arab Culture, Management and Sustainable Development, 2017 Vol.3 No.1, pp.41 - 66
Accepted: 15 Nov 2016
Published online: 17 Aug 2017 *