Public Service Television Policy and National Development in Morocco
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Public Service Television Policy and National Development in Morocco by Bouziane Zaid A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy Department of Communication College of Arts and Sciences University of South Florida Co-Major Professor: Fred Steier, Ph.D. Co-Major Professor: Mark Neumann, Ph.D. Garnet Butchart, Ph.D. Stephen Turner, Ph.D. Date of Approval: June 5, 2009 Keywords: Comparative media systems, development communication, critical media studies, broadcasting policy, Arab media © Copyright 2009, Bouziane Zaid Dedication I dedicate this dissertation to my mother and father who wanted me to get a doctorate more than I did, and to my wife Houda and son Ali. Acknowledgments I would like to express my gratitude to Dr. Mark Neumann for his inspiration, support and encouragement throughout my graduate studies. I am forever indebted to his support. He gave willingly and abundantly of his time even when he was away pursuing his own work in Northern Arizona University. More importantly, I am very grateful for his friendship and compassion; my appreciation and admiration for him know no bounds. I am very grateful for the remarkable support and guidance of my committee, Dr. Fred Steier, Dr. Steve Turner, and Dr. Garnet Butchart. I would like to thank them for their valuable feedback and insights regarding the contents and methodologies of this dissertation. As this dissertation grew out of many years of study under the tutelage of the finest teachers and scholars, I‘d like to thank professors Gil Rodman, Elizabeth Bell, Derina Holtzhausen, Liz Bird, Humphrey Regis, Ken Cissna, David Payne, and Eric Eisenberg. I also would like to thank my graduate studies friends and colleagues Daniel Makagon, Eric Shouse, Linda Vangelis, and Shane Moreman. I am also very grateful for the support of my friends and colleagues at Al Akhawayn University in Ifrane. I thank Dr. Mohamed Ibahrine who gave so much of his time to read my drafts and to provide me with solid feedback. I want to thank Dr. Abdelkrim Marzouk who guided me through the quantitative content analysis, and Dr. Connell Monette (Jamaludine) for his feedback on some key chapters. I also would like to thank Dr. Najia El Alami, Dr. Naceur Amakhmakh and Professor Mohamed Dahbi, Dean of the School of Humanities and Social Sciences, for their support and encouragements. Many thanks to all the participants in the focus groups for their energy, thoughtfulness, and generosity. Their acute contributions enriched this dissertation in many ways. Many thanks to the TV producers, the very few who kindly agreed to speak to me, for their forthrightness and honesty. Many thanks to the personnel of HACA for their assistance and for allowing me to access Al Oula and 2M‘s TV shows data bases. No words of thanks would ever come close to express my appreciation to the most precious person in my life, my wife, Houda. She is the perfect supportive spouse and partner; she provided encouragement when I was tired and frustrated, offered guidance when I temporarily wandered off from my path, and showed patience when I needed it. Last, I thank Allah for making all things possible. Table of Contents List of Tables vi List of Figures vii Abstract viii Chapter 1: Introduction 1 1. 1. General Context 1 1. 2. Literature Review 3 1. 2. 1. Communication and National Development 3 1. 2. 1. 1. Development Communication Paradigms 4 1. 2. 1. 2. Media, Democracy, and National Development 6 1. 2. 1. 3. Mass Media and the Public Interest 7 1. 2. 2. Mass Media in the Arab World 10 1. 2. 2. 1. Rugh‘s Typology of Arab Press Systems 11 1. 2. 2. 2. A Typology of World Media Systems 13 1. 2. 3. Broadcast Media in the Arab World 15 1. 2. 3. 1. Broadcast Media in Morocco 1912-1999 19 1. 2. 3. 2. Broadcast Media in Morocco 1999-2008 23 1. 2. 3. 3. Concluding Remarks 26 1. 3. Area of Research 27 1. 3. 1. Research Hypotheses 29 1. 3. 2. Research Questions 32 1. 4. Theoretical Background 33 1. 4. 1. Development Communication 33 1. 4. 2. Critical Media Theories 34 1. 5. Methodology 35 1. 5. 1. Content Analysis 35 1. 5. 2. Television Production Analysis 39 1. 5. 3. Audience Reception Analysis 40 1. 6. Significance 43 1. 7. Preview of the Chapters 44 Chapter 2: A Review of Theory 47 2. 1. Introduction 47 i 2. 2. The Dominant Paradigm 50 2. 2. 1. Modernization Approach 53 2. 2. 1. 1. Lerner‘s Theory of National Development 53 2. 2. 1. 2. Diffusion of Innovation Theory 56 2. 2. 1. 3. Summary 61 2. 2. 2. Other Theories within the Modernization Approach 64 2. 2. 2. 1. Social Marketing 64 2. 2. 2. 2. Education-Entertainment 65 2. 2. 2. 3. Summary 66 2. 2. 3. Criticism of the Dominant Paradigm 67 2. 3. The Alternative Paradigm 72 2. 3. 1. The Neo-Marxist Approaches 72 2. 3. 1. 1. Dependency Theory 73 2. 3. 1. 2. Structural Imperialism Theory 75 2. 3. 1. 3. Summary 78 2. 3. 2. Participatory Approaches 80 2. 3. 2. 1. Freiere‘s Dialogic Pedagogy 80 2. 3. 2. 2. UNESCO‘s MacBride Commission 82 2. 3. 2. 3. Summary 85 2. 3. 3. Criticism of the Alternative Paradigm 87 2. 4. Synthesis 89 2. 4. 1. Synthesis of Development Communication Theories 89 2. 4. 2. Public Service Broadcasting 92 2. 5. Conclusion 95 Chapter 3: History and Current Status of the Moroccan Broadcast Media System 96 3. 1. General Characteristics 96 3. 2. Historical Development 99 3. 2. 1. Radio 99 3. 2. 2. Television 104 3. 2. 2. 1. RTM 1962-1999 105 3. 2. 2. 2. 2M 1989-1999 110 3. 2. 2. 3. RTM and 2M 1999-2004 113 3. 2. 2. 4. Satellite Television 1992-2004 114 3. 3. Media Policy 116 3. 3. 1. The Constitution: 1962, 1970, 1992, 1996 116 3. 2. 2. Press Codes: 1959, 1963, 1973, 2002 119 3. 3. 3. HACA 2002-2006 123 3. 3. 3. 1. Audio-Visual Communication Law 125 3. 3. 3. 2. Licensing Obligations of Al Oula and 2M 128 3. 3. 4. Concluding Remarks 130 3. 4. Morocco‘s Media System in Light of the Comparative World Systems 131 3. 4. 1. Comparative World Media Systems 133 3. 4. 1. 1. Authoritarian 134 ii 3. 4. 1. 2. Libertarian 134 3. 4. 1. 3. Communist 135 3. 4. 1. 4. Social Responsibility 135 3. 4. 1. 5. Social Democratic 136 3. 4. 1. 6. Developmental 137 3. 4. 1. 7. Participatory 137 3. 4. 1. 8. Summary and Critique 138 3. 4. 2. Morocco‘s Authoritarian Media System: 1956-1999 140 3. 4. 2. 1. The Legal Environment 140 3. 4. 2. 2. The Economic Environment 141 3. 4. 2. 3. The Political Environment 142 3. 4. 3. Morocco‘s Developmental Media System: 1999-2008 144 3. 4. 3. 1. The Legal Environment 145 3. 4. 3. 2. The Economic Environment 147 3. 4. 3. 3. The Political Environment 148 3. 5. Conclusion: A Proposed Model for Morocco‘s Media System 152 Chapter 4: Content Analysis 155 4. 1. General Introduction 155 4. 2. Methodology 156 4. 2. 1. Quantitative Research 157 4. 2. 1. 1. Sampling 159 4. 2. 1. 2. Coding 163 4. 2. 2. Qualitative research 166 4. 2. 2. 1. Sampling 167 4. 2. 2. 2. Description of Data 168 4. 2. 3. Conclusion 168 4. 3. Description of the Television Shows 169 4. 3. 1. Al Oula Shows 169 4. 3. 2. 2M Shows 175 4. 4. Quantitative Content Analysis 187 4. 4. 1. Representation of Gender 188 4. 4. 2. Use of Language 190 4. 4. 3. Availability of Feedback 193 4. 4. 4. Geographical Location 194 4. 4. 5. Urban Vs Rural Themes 196 4. 4. 6. Portrayal of Lifestyle 197 4. 4. 7. Discussion of Findings 199 4. 5. Qualitative Content Analysis 202 4. 5. 1. Confirming Case 201 4. 5. 2. Disconfirming Case 204 4. 5. 3. Extreme/Deviant Case # 1 205 4. 5. 4. Extreme/Deviant Case # 2 207 4. 5. 5. Discussion of Findings 209 iii 4. 6. General Conclusion 214 Chapter 5: Television Production Study 217 5. 1. Introduction 217 5. 2. Theory 220 5. 3. Methodology 225 5. 4. Findings of the Production Study 228 5. 4. 1. Responses to the Quantitative Content Analysis 228 5. 4. 2. The Use of Language in the TV Shows 230 5. 4. 3. Mechanisms of Feedback and Perception of Audiences 232 5. 4. 4. The Editorial Policy of Al Oula 233 5. 4. 5. The Legal Constraints of Television Production 234 5. 4. 6. The Political Constraints of Television Production 238 5. 5. Discussion of Findings 243 5. 6. Conclusion 246 Chapter 6: Audience Reception Study 248 6. 1. Introduction 248 6. 2. Theory 250 6. 3. Methodology 256 6. 3. 1. Advantages and disadvantages of focus group interviews 257 6. 3. 2. Sampling Focus Group Participant 258 6. 3. 3. Framing Focus Group Participation 259 6. 3. 4. Focus Groups Demographics 260 6. 3. 5. Focus Groups Sites 260 6. 3. 6. Running the Focus Groups 262 6. 3. 7. Important Methodological Considerations 264 6. 4. Findings 265 6. 4. 1. Watching Television 266 6. 4. 2. Understanding Television 268 6. 4. 3. Representation of Lifestyle 270 6. 4. 4. Expectations 274 6. 5. Discussion of Findings 278 6. 6. Conclusion 285 Chapter 7: Conclusion and Recommendations 286 7.