Local vs. western television shows preferences among Lebanese audiences : uses and gratification, cultivation and spectatorship theories

Abstract

It was impossible to imagine a world without television, but it is not that hard anymore. Many of the young adults in Lebanon are shifting their preferences when it comes to television. Lebanese TV stations are facing new competitors: cable television and online streaming services. This study examines motives behind viewing local and Western series and programs using a quantitative survey research design. Using the Uses and Gratifications theory along with Cultivation and Spectatorship theories, this research studied the Lebanese youth and the reason behind watching television. The findings revealed that the most affective needs sought that explain program choice preference on Western stations are the entertainment and excitement factors, as well as cognitive needs in terms of obtaining information about foreign lifestyles and cultures and seeing how others think. The main reasons behind watching Lebanese productions, on local television channels, are boredom and passing time. The study indicates that the impact of the Western production is both positive and negative in terms of learning new information about daily life and sexual behavior. As for the spectatorship theory, watching Hollywood productions is a sensual experience, where aesthetics are similar to cinema. The Lebanese youth are attracted to visually pleasing scenes in Lebanese shows. Local series and productions are enjoyed in a similar way they would enjoy a movie and feel the situations showed are similar to what they might encounter in their daily life, contradictory of Western show.