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UMI University Microfilms International A Bell & Howell Information Company 3 0 0 North Z eeb Road, Ann Arbor, Ml 48106-1346 USA 313/761-4700 800/521-0600 Order Number 8907182 The diffusion and uses of video cassette recorders among adult members of an extended community in the Kingdom of Saudi Arabia Abuzinada, Zamel Abbass, Ph.D. The Ohio State University, 1988 Copyright ©1988 by Abuzinada, Zamel Abbass. All rights reserved. UMI 300 N. Zeeb Rd. Ann Arbor, MI 48106 THE DIFFUSION AND USES OF VIDEO CASSETTE RECORDERS AMONG ADULT MEMBERS OF AN EXTENDED COMMUNITY IN THE KINGDOM OF SAUDI ARABIA DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Zamel Abbass Abuzinada, B.A., M.A. ***** The Ohio State University 1988 Dissertation Committee: Approved by Thomas McCain James Golden Donald Cegala Adviser Department of Communication Copyright by Zamel Abbass Abuzinada 1988© To my son, Frass The lousiest and most informative school of human communication. 11 ACKNOWLEDGMENTS This inquiry was aided and encouraged by the insights and efforts of many individuals. Among those who contri buted most to this research effort was my adviser and friend. Professor Thomas McCain, who not only supported the idea of the research, but was also deeply involved and concerned about its unfolding stages. To him and his insightful, timely, and critical contributions, as well as to his beautiful family, this author is appreciative, thankful, and fully indebted. Thanks are also due here for my former adviser. Professor James Golden, the best instructor I had in my academic life, and one of the greatest orators of my time. His continuous support, suggestions, and exciting argu ments in relation to media, American politics, and persuasion, has opened and set my mind on an intriguing discipline which made the experience of my graduate work more diversified and meaningful. Also, I wish to extend my great gratitude to Professor Donald Cegala, not only for his instruction and involved training in data processing and analysis proce dures, but also for sharing his incredible expertise and 111 insights with me in the interpretations of some of these research statistical procedures. My greatest gratitude is also expressed here for Professor Douglas Boyd, a man who not only encouraged and followed the conduct of this research, but also spent most of his academic life explaining the mass media in the Arab countries. To him and his contributions, I am indebted for life. Moreover, I would like to thank a special person who contributed and suffered most during the process of data collection— Ghada Hammad, my wife— the person who not only was dedicated and committed to the accomplishment of this task, but actually spent time and worked hard in inter viewing almost all of the Saudi female participants. By such an effort, I am deeply touched and impressed, and to it I am humbly thankful. Thanks are also due here for the members of my extended family, without whom this study would not have seen daylight. To them and other participants in their family networks who provided this researcher with a rare research opportunity which yielded credible and substan tive results, thanks is a must. I am also indebted to these patient colleagues and friends; Dr. Abdulrahman Al-Attibi, Dr. Abdulrahman Katheb, Mr. Mohamad Al-Baghair, and to my brother, Faisal Abuzinada, who took from their valuable time a significant iv good chunk to translate the long instrument of this research from the English language to Arabic. The contributions of these people are deeply treasured and appreciated. Last but not least, special thanks are expressed here to my dear friend and brother, Greg Lowe, who critically provided moral and social support throughout the doing of this research. To him I wish and expect a great and bright future. Thanks are also due here for a special, patient person, Linda Caine, who has masterfully gone through typing and retyping bits and pieces of these document chapters until she put it in its present final shape. All in all, every person who expressed a concern or interest in this research, either by participating or by morally supporting its conduct, is included and thanked here for his/her efforts. V VITA September 15, 1958 .... Born - Jeddah, Saudi Arabia 1976-1978 ............. Public Relation Officer King Saud University Riyadh, Saudi Arabia 1979 ................... B.A. Department of Mass Communication King Saud University Riyadh, Saudi Arabia 1979-1980 ............... Teaching Assistant Department of Mass Communication King Saud University Riyadh, Saudi Arabia 1982 ......... M.A. Department of Mass Communication Denver University Denver, Colorado FIELDS OF STUDY Major Field; Communication Studies in; Communication theory, mass media, persuasion, and research methodology. VI TABLE OF CONTENTS DEDICATION .......................................... ii ACKNOWLEDGMENTS........................................ i ü VITA ........................................... vi LIST OF TA B L E S .................... ix LIST OF FIGURES ........................................ xiv CHAPTER PAGE I. INTRODUCTION ................................. 1 VCRs Across the World . ..................... 2 Factors Influencing VCRs’ Penetration ........ 5 Cost and Government Restrictions .......... .. 7 Income Distribution ........................... 9 Content Available on Broadcast Television . 10 Statement of the P r o b l e m ..................... 12 Purpose of the S t u d y ......................... 13 Importance of the S t u d y ....................... 14 Site of the S t u d y ............................. 17 The VCRs in Saudi Arabia; An Overview .... 18 VCRs’ Adoption and Factors Influencing It In Saudi Arabia ............................... 21 Rules of Censoring Saudi TV Programs ..... 24 II. REVIEW OF LITERATURE ......................... 34 III. THEORETICAL FRAMEWORK......................... 45 1. The Diffusion of Innovations............... 46 2. The Uses and Gratification Approach .... 52 Utilization of V C R s ........................... 57 Media Uses and Gratifications................. 59 Individuals’ Characteristics ................. 60 Program Types Preferred ....................... 60 Vll IV. METHODOLOGY.................................... 62 Sample Base .................................... 65 P r o c e d u r e s .................. 67 S u b j e c t s ....................... 71 Data Analysis Procedures .............. 75 V. R E S U L T S ..................... 79 I. Comprehensive Account of Adoption and Uses of Various Mass Media ................... 79 1. Television Ownership ......... 79 2. VCR Ownership.................... 79 3. The Diffusion of V C R s ............ 84 4. Utilization of VCRs by Adults ... 89 5. Impacts of VCR U s e ............... 107 6. Utilization of VCRs by Children .... 110 7. Ownership and Use of Camcorders .... 115 8. Utilization of Saudi and Egyptian Television ....................... 115 9. Saudi Radio Listening ................. 128 10. Foreign Radio Listening ........ 131 II. Relationships Between Major Key Variables . 133 VCRs' Utilization........................133 Video Utilization and Individuals' Characteristics ......................... 137 VCRs' Uses and Gratifications........... 146 Relationship Between Video Utilization and Ûse F a c t o r s ....................... 150 Relationship Between Individuals' Characteristics and Video U s e ......... 152 Relationship Between Individuals' Characteristics and:^Video Program Preferences............................159 Uses and Gratifications of Saudi Television 170 Uses and Gratifications of Newspapers . 177 Uses and Gratifications of Egyptian T e l e v i s i o n ........................... 181 Video Impacts on the Uses of Other Media Outlets ......................... 185 VI. SUMMARY DISCUSSION, IMPLICATIONS, AND LIMITATIONS.................................. 193 Summary Discussion