Countering cultural hegemony: audience research in the Arab world

2.50
Hdl Handle:
http://hdl.handle.net/10547/622408
Title:
Countering cultural hegemony: audience research in the Arab world
Authors:
Mellor, Noha ( 0000-0003-3709-4808 )
Abstract:
The article provides a critical review of Arab scholarship on audience studies, focusing on the themes and different traditions adopted by Arab scholars, such as positivism versus cultural studies. Drawing on several examples of audience studies in the Arab world, I argue that this type of research has been influenced by the call to document and counter western cultural hegemony. While the majority of these studies quantitatively measure media consumption in terms of time used on these media and type of programmes watched, the underpinning assumption is the need to counter the negative impact of imported cultural programmes on Arab audiences, particularly youth. I argue that Arab researchers here are situated as experts detached from the audiences, thereby positioning themselves in a knowledge hierarchy above the subjects of their research. The review shows the implied view of Arab audiences as passive receivers of information, and potential victims of the recent technological innovation of communication.
Citation:
Mellor N. (2013) 'Countering cultural hegemony: audience research in the Arab world', Journal of Arab & Muslim Media Research, 6 (2), pp.201-216.
Publisher:
Intellect
Journal:
Journal of Arab & Muslim Media Research
Issue Date:
1-Sep-2013
URI:
http://hdl.handle.net/10547/622408
DOI:
10.1386/jammr.6.2-3.201_1
Additional Links:
http://www.ingentaconnect.com/content/intellect/jammr/2013/00000006/F0020002/art00006
Type:
Article
Language:
en
ISSN:
1751-9411
EISSN:
1751-9411
Appears in Collections:
Media and film

Full metadata record

DC FieldValue Language
dc.contributor.authorMellor, Nohaen
dc.date.accessioned2017-11-27T12:13:23Z-
dc.date.available2017-11-27T12:13:23Z-
dc.date.issued2013-09-01-
dc.identifier.citationMellor N. (2013) 'Countering cultural hegemony: audience research in the Arab world', Journal of Arab & Muslim Media Research, 6 (2), pp.201-216.en
dc.identifier.issn1751-9411-
dc.identifier.doi10.1386/jammr.6.2-3.201_1-
dc.identifier.urihttp://hdl.handle.net/10547/622408-
dc.description.abstractThe article provides a critical review of Arab scholarship on audience studies, focusing on the themes and different traditions adopted by Arab scholars, such as positivism versus cultural studies. Drawing on several examples of audience studies in the Arab world, I argue that this type of research has been influenced by the call to document and counter western cultural hegemony. While the majority of these studies quantitatively measure media consumption in terms of time used on these media and type of programmes watched, the underpinning assumption is the need to counter the negative impact of imported cultural programmes on Arab audiences, particularly youth. I argue that Arab researchers here are situated as experts detached from the audiences, thereby positioning themselves in a knowledge hierarchy above the subjects of their research. The review shows the implied view of Arab audiences as passive receivers of information, and potential victims of the recent technological innovation of communication.en
dc.language.isoenen
dc.publisherIntellecten
dc.relation.urlhttp://www.ingentaconnect.com/content/intellect/jammr/2013/00000006/F0020002/art00006en
dc.rightsYellow - can archive pre-print (ie pre-refereeing)-
dc.subjectaudience analysisen
dc.subjectArab audienceen
dc.subjectcultural hegemonyen
dc.subjectdiasporaen
dc.subjectmedia researchen
dc.subjectP300 Media studiesen
dc.titleCountering cultural hegemony: audience research in the Arab worlden
dc.typeArticleen
dc.identifier.eissn1751-9411-
dc.identifier.journalJournal of Arab & Muslim Media Researchen
dc.date.updated2017-11-27T11:22:57Z-
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