دور القنوات الفضائية العربية في تعزيز الهوية الثقافية لدى طلبة جامعة بلاد الرافدين

Abstract

This study aims to investigate the influence of Arab satellite channels on enhancing cultural identity among students at Iraqi universities by analyzing patterns of media exposure, the cultural content presented by these channels, and the extent to which such content is reflected in the knowledge, attitudes, and behaviors of young audiences. The study addresses a central research problem concerning the extent to which satellite media can bring about changes in students’ cultural attitudes and behaviors amid the rapidly evolving media environment. The research adopted a descriptive-analytical approach and employed a questionnaire administered to a sample of students at Mesopotamia University to identify viewing rates, motivations, and patterns of interaction with satellite programs. The findings revealed that continuous exposure to cultural content contributes to increasing students’ level of knowledge and influences the formation of their attitudes, which subsequently affects their cultural behavior gradually. The influence begins at the cognitive level and then extends to attitudes and, ultimately, behavior. The study also demonstrated that talk shows and cultural programs are among the most appealing program formats to audiences, particularly those based on dialogue and diversity of perspectives, given their role in enhancing interaction and developing cultural awareness. The findings further confirm that the media constitute an effective instrument in the process of socialization, both directly and indirectly, through instilling cultural values and norms within society. The study concludes that satellite channels have a significant capacity to shape cultural identity; however, their influence is closely associated with the nature of media content and the level of audience awareness. This necessitates the development of purposeful media content that contributes to supporting cultural identity and promoting positive values among young people.