Measuring Individual Attitude towards Arabic-Speaking TV Channels and the Impact of These Channels on Current Events

The current study aims to measure the individual attitude towards Arabic-speaking TV channels as well as the impact of these channels on current events. The dimensions contained in this study include attributes, importance, beliefs, effect, and attitude. In this study, there are four main dimensions, each one of them has its own hypothesis. A questionnaire was developed according to Bass and Talarzyk model. To collect the data required for testing hypotheses and to reach a conclusion, the questionnaire was randomly distributed to 35 individuals. The questionnaire was then evaluated by experts in the fields of marketing and media in order to draft the final form. The final form of this questionnaire was posted on Facebook for a month, subsequently, 422 answers were valid for statistical analysis. The process of data analysis has adopted certain statistical methods including a special technique used in the application of multi attributes models. The results of the statistical analysis indicate a variation in evaluating the importance of attributes according to individuals study sample. Moreover, the beliefs of those individuals toward news channels are also varied, thus, their attitudes about these channels are also varied. Furthermore, the study indicates that these channels affect individuals’ attitudes as well as the current events; thereby; the three hypotheses H1, H2, H4 were accepted and hypothesis H3 was rejected.