Abstract

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.

This work is licensed under a Creative Commons Attribution 4.0 License.