Scholar

Perception of Impact of Binge TV Watching of US Drama in Emirates

By: Azza Ahmed  

This study investigates the influence of intensive consumption of US TV Drama among residents of UAE in the context of binge TV watching and Third Person Effect approach. The study examines the exposure of a sample of 257 UAE Arab residents to US TV drama vs. Arabic Drama. It also examines their perception of possible negative effects on their culture values, the GCC youth’s cultural values and Arabs in other countries. The study is concerned with the overall US drama with a close attention to violence drama. The purpose is to elaborate the perception of UAE Arab residents of possible media imperialism influence on them versus others. The study examines both perceptual and behavioral components of Third Person Effect considering the effect of binge TV watching. Cultural background (individualism and collectivism) is also examined as an intervening variable.

BINGE TV WATCHING, CULTURAL COLLECTIVISM, THIRD PERSON EFFECT
Media Cultures
Paper Presentation in a Themed Session



Prof. Azza Ahmed

Professor, College of Communication and Media Sciences, Zayed University , United Arab Emirates
Dubai, United Arab Emirates

Dr. Azza A. Ahmed is a professor of Mass Communication at Cairo University, Egypt since 1987; and College of Communication and Media Sciences at Zayed University, UAE since August 2018. Dr. Azza has got her Ph.D from Cairo University and her MA from the American University in Cairo. She got a graduate diploma in TV Journalizm and Professional certificate on ENG News Gathering 1993 from AUC. Dr. Azza's publications appear in JMEM, Cross Cultural Communication Journal, Journal of Communication, Media Watch among others. Her research interest is in TV Effects, Social Media, Binge TV watching, TV Journalism and TV Drama. Dr. Azza received Khalifa Award in Education as a distingusihed university professor on UAE and Arab World levels. She got many Excellence in Resaerch Awards from USA, Morocco and France. She served as senior Arabic Editor for the Journal of Middle East Media 2006-2017 and was the Vise President of Arab US Association for Communication Educators 2015-2017. She is an active members in many international media associations and she served as reviewer in many international media journals.