Intercultural broadcasting: the approaches of DW-TV Arabia and TRT-Etturkiyye when targeting Arabic-speaking audiences

Alsuwaidi, Alyazia (2013) Intercultural broadcasting: the approaches of DW-TV Arabia and TRT-Etturkiyye when targeting Arabic-speaking audiences. (PhD thesis), Kingston University,


This thesis introduces intercultural broadcasting as an alternative and more accurate term to that of the strongly associated term to propaganda: international broadcasting. It challenges theories of public diplomacy. and public sphere by criticising public diplomacy as a term due to its abandonment of the core element of its process that is the power of ordinary citizens' unity, and provides the Arabs and Muslims as an example of a strong transnational public sphere due to the availability of the elements of unity amongst the roots of their shared values system which shapes their culture. This thesis examines the approaches of DW-TV Arabia and TRT-Etturkiyye in building bridges when targeting Arabic speaking audiences by analysing their dialogical programme content, as well as the overall programme genres. The uniqueness of this study comes from two points: it is the first research done by one of the targeted audience's members of the DW-TV Arabia and second, the TRT-Etturkiyye is relatively new and has changed its policies within the last year. This thesis argues that, before building bridges, with the international world, countries are to build inner bridges with immigrants of the same nationalities as the international targeted groups. For instance, the Arabs and Muslims have lots of values in common that present them as a transnational public sphere; thus, Germany can seize the largest group of its immigrants - who are Muslims as well - to benefit from its public diplomacy efforts worldwide. Also, this thesis records the reactions of both DW - TV Arabia and TRT - Etturkiyye towards the Arab Uprising of 2011, which forced both to create new programmes, invite new Arab guests and adopt new airing schedules. This thesis was built upon original data collected from surveying ninety-one participants, general thematic analysis of four weeks of DW-TV Arabia and TRT-Etturkiyye programmes, and detailed content analysis of the equivalent of twelve hours of episodes for each channel. The content analysis has been divided into two phases: the first was before the Arab Uprising of 2011 and the second afterwards. This thesis attempts to propose an innovative intercultural approach, considering the reality of this era's current international affairs. It outlines how an intercultural Arabic broadcaster targeting other cultural audiences should look.

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