Individuals’ Demographic Characteristics

Influencing the Publics’ Opinion on the

Impact of Aljazeera News on people’s
Cognitive Status Quo
-----------------------------------------

Dr. Qais Mohammed Al-Tamimi

United Arab Emirates University- UAE

Abstracts:

“Qatar has passed the era of importing telecommunications

services. This has led the country to establish its own media,
telecommunications, and educational-training facilities in
the 21st century. Aljazeera Satellite Network is a modern
telecommunications and educational facilities that transformed the
country into a very modern and advanced technological provider to
other local, regional and international corporations. Aljazeera is a
vivid example of free communication enterprise, leading Arab media
in the 21st century.”

Introduction:

New telecommunications technologies offer inroads into political

and economic development worldwide. Since mid 1980s these
technologies have been proliferated around the globe. Furthermore,
an important feature of the 21st century in mass communication has
been the explosion of communication technologies that enabled
individuals, organizations, and nations to acquire information
whenever and wherever they want. Severin and Tankard (1992)
support such idea by saying that the mass communications were
greatly influenced by the introduction of new mass communications
technologies. They contended that the advent of new
communication technologies has provided mass communication

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users more control over their communication behavior/pattern.
Because of this communication pattern, there is an urgent need to
revise, re‑evaluate, and developed mass communication theories
in order to keep pace with the changes (Severin and Tankard,
1992). The top‑down model of communication cannot and will not
work well in contemporary societies of the 21st century because
new communications technologies have multiple directions of
communication rather than a unidirectional course. Thus, the
multiplicity of communications indicates that new communication
technologies operate at different levels and directions; i.e., three or
more levels/directions, whereas a unidirectional course is seen as
top‑down communication pattern.

Rationale behind the study

The rationale for undertaking this study is twofold. First, it is believed
that the advent and the availability of communications technology
in the Arabian Gulf in general and Qatar in particular could have a
strong social impact on users in particular and on society in general.
Second, Qatar is a distinct political, economic and social entity
that differs from other neighboring countries such as Saudi Arabia,
which, in the beginning, banned the introduction and diffusion of the
communications technologies in its society for the preservation of
its cultural heritage. Politically, Qatar has an open communication
policy guaranteed by in Ministry of Information and Culture which
allowed the introduction and diffusion of communication satellite
network/channel namely Aljazeera to operate at its full capacity
without any interference.

Economically, Qatar enjoys complete autonomy in establishing its

media infrastructure. In this respect, we found that the country
continues to support the Network financially and morally by opening
new satellite channels like the Arabic, English, Documentary, Live
(Mubasher), Sports channels besides it cooperation with Aljazeera
Children Channel besides Aljazeera New Media services, and by not

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listening to outside pressures especially from other Arab countries
to close the Network.

A number of sociological research studies show that the

demographic variables and cultural factors mentioned in the
previous paragraphs are the most important parameters for
studying human development and media-audience relationship,
especially in cosmopolitan areas (al-Samsi, 1994; Ghubash, 1996;
Jum’ah, 1994; Pan et. al, 1994).

The importance of the study

Though the advent of satellite telecommunications technology
services in Qatar is recent, its political, economic, and socio-cultural
impacts are noticeable. Politically, it is asserted here that the
introduction of telecommunication services ended, to a large extent,
governments’ monopoly and/or control over the information
flow to countries, and thus freed people from information traffic
restrictions imposed by authorities who have played the role of
gatekeepers (al-Rukin, 1994).

Economically, the advent of telecommunications technologies
has encouraged many private firms to import satellite services
from other countries, mainly Europe, Japan and the U.S., and
stimulated individuals to accumulate wealth as a result of the new
telecommunications technology hardware business in the country.
Such businesses in Qatar also have flourished, due in part to the
economic boom the country has experienced and to the emergence
of small satellite manufacturing companies and Internet providers
in the country.

Socially and culturally, through satellite telecommunications

technology people have the opportunity to observe what is
occurring in other cultures and countries. Other people in the Gulf,
however, have indicated that such telecommunications technology

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has invaded their privacy, and thus affected, to a certain degree,
viewers’ information-adoption behaviors. The technology also
is perceived as occasionally violating societal values, as well as
people’s religious codes (Mohammed, 1994).

Since the diffusion of the technology is relatively recent in the Gulf

societies, few studies have been carried out on the diffusion and
adoption of communications satellite services in the country, or
people’s use of, attitudes toward, and communication about, the
technology. Furthermore, few studies conducted in this area have
been descriptive in nature (‘Ayish & Qassim, 1995; al-Tamimi,
1992). The paucity of diffusion research in the Gulf states was
a major motivation for the present researcher to thoroughly
investigate the phenomenon of the diffusion of communications
satellite services in the Gulf States setting, along with individuals’
adoption behaviors of the technology in an economically growing
as well as culturally developing societies. This will be one of the
pioneering studies in the Gulf region, opening a window to diffusion
research in that part of the world.

Factors Influencing telecommunications Technology

Development in the Qatar

Theliteratureindicatesthattechnologyisthemostimportantaspect
communications process (Khushu, 1993). Thus, it is important
to mention a number of factors influencing the development of
satellite services in the Arabsat member states in general and Qatar
in particular.

As indicated earlier, the first potential factor to have a strong

impact on the diffusion of telecommunication technology services
in the Arabian Gulf region in general and Qatar in particular was
the second Gulf war of 1990-91. The war contributed a great deal
to the introduction and adoption of DBS technology in the area.

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Carolyn Parta (1994), a western journalist, provides valuable
evidence to support such an idea. The journalist described viewers’
viewing habits in the Arabian Gulf region as they were attracted to
international news networks such as CNN that broadcast war news
for 24 hours a day during the Gulf war. This was a significant factor
in the diffusion of technology in general, and the diffusion of news in
particular. People had the opportunity of viewing for the first time
live TV news programming about a war that had a great impact on
them and their society as a whole.

The second factor was the enhanced capability of satellite reception

apparatus. While earlier satellite broadcasting required large
antenna, new satellite reception equipment (dish) is relatively small
in size (60 cm); the small satellite “dishes” are similar to ones used
for earth-based television (Khushu, 1993).

The third factor is observed in the potential capacity of digitized

compression system to receive and compress many TV signals
and transmit such signals over a wide area using small antenna
(foot print) (Khushu, 1993). This system allows the transmission
of several TV signals using a single satellite transponder (Khushu,
1993).

Additionally, the inadequacy of Arabsat TV channels’ programs

in the past has led a number of Arab countries, such as Qatar, to
set up satellite communications services of its own although it
still transmits some of its TV programs via Arabsat and Nilesat.
Thus, Aljazeera uses both satellite companies to transmit its daily
programming.

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 Theoretical Framework
Diffusion of Innovations Theory

Before the paper focuses on how new ideas are dispersed into a
social system, it is necessary to turn attention to the beginning
of the diffusion process. Rogers (1995) contended that the
real growth of diffusion researches began in the 1950’s and
the diffusion studies continued to expand in present time. The
classical model of the diffusion of innovations was characterized
as having a unidirectional communication activity ( i.e., top‑down),
and included four main elements of diffusion; 1. an innovation, 2.
communications channels, 3. over time, and 4. among members of
a social system (qtd. in Severin & Tankard, 1992).

As we have witnessed from the history of the diffusion of

innovations, the theory has been long standing as an overarching
approach when studying the diffusion of innovations in different
settings. Further, there have been a number of scholars contributed
with great deal to the diffusion research at present such as Everett
Rogers. Rogers and associates have conducted hundreds of
studies under the marketing of the diffusion of innovations and
revised the theory in terms of its directionality. In this context,
the old theory of the diffusion of innovations was characterized
as having a unidirectional communication pattern (top‑down).
However, Rogers (1983; 1995) has shifted the emphasis from a
unidirectional communication pattern to information exchange
among participants in a communication process.

When studying the diffusion of innovations, a researcher should
identify different elements of the diffusion process. Rogers (1983;
1995) pointed out that the first step towards studying the diffusion
of innovations is the innovation itself. Further, he categorizes
the characteristics of an innovation based on its effect of the rate
of adoption. As previously indicated that these characteristics

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include; 1) relative advantage; 2) compatibility, 3) observability, 4)
trialability, and 5) complexity. It is clearly obvious that innovations
that are perceived by adopters as having greater relative
advantage(s), compatibility, trialability, observability, with less
complexity over earlier innovations, will be adopted more rapidly
than other innovations. Furthermore, the process of diffusion of
innovations which is concerned with the dispersion of innovations,
the two‑step model indicates that the opinion leaders and their
followers have similar attributes. This similarity is called homopholy;
i.e., two or more individuals who interact with each other are similar
in a number of attributes such as values, beliefs, education, or
social status. But, the diffusion of innovations does not ignore the
fact that there are some differences or dissimilarities of attributes
between individuals. Rogers called it heteropholy; i.e., a result of
new ideas coming from people who are different from receivers, and
this creates particular problems especially in obtaining effective
communication. Furthermore, the adoption of new ideas has a
significant impact on adopters; i.e., in order to adopter’s decision to
pass, there is a mental process.

When an innovation is introduced to an individual or to other units

of adoption, it is not perceived at the same rate because different
adopters have different attitudes towards such innovations.
Rogers supported such idea by classifying individuals or other
decision‑making units in their rates of adoption of an innovation.
The adopters’ categories include; 1) innovators (2.5%); these
individuals adopt innovations faster than other members of their
social system, and they also have more outside (cosmopolite)
relationships with change agents etc. In the Qatari society, the
members of the ruling families can be classified within this category.
2) early adopters (13.5%); they are respectable localities within
their communities, and they usually have highest degree of opinion
leadership within their social system. Members of tribal leaders
can be classified within this category in UAE. 3) early majority

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(34%); although they hold leadership positions, they are seen as
deliberate, and they interact frequently with the members of their
social system. In Qatar, wealthy families such as business men
and women, and merchants have the same characteristics of this
nature. 4) late majority (34%); because of economic necessity or
increasing pressure exerted by members of their social system, they
are skeptical, and often adopt an innovation. In Qatar, members of
working class, and foreign labors seem to hold the same notion or
characteristics, and 5) laggards (16%); these are individuals who are
characterized as traditional, not‑open to outside (cosmopolitan)
communication channels, and they are isolated to certain degree.
(Rogers,1983; 1995). Families, living in the dessert are observed
to be skeptical of acquiring electronic technologies.

Additionally, the consequences of the diffusion of innovations

are seen as changes that occur to individuals or other units of a
social system, and as a result of either adoption or rejection of an
innovation. In this context, Rogers (1983; 1995) has listed three
classifications of consequences; 1) desirable versus undesirable
consequences; depending on whether the effects of an innovation
in a particular social system are seen as functional or dysfunctional,
2) direct versus indirect consequences; this is based on the
immediacy of social changes. In other words, whether the changes
to individuals or a social system occur immediate and fast response
to the adoption of an innovation or as a late result of the direct
consequences of the same innovation, and 3) anticipated versus
un-anticipated consequences; depending on the recognition of
potential adopters to social changes. (Rogers, 1983; 1995).
The communication channel (interpersonal communication, and
mass media) is the second important element in the diffusion
of innovations theory. However, within this element, there is a
subset of such channels; channels from outside the social system
(cosmopolite), or from inside the social system (localite), (Rogers,
1983; 1995).

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Additionally,studiesshowedthatdifferentcommunicationchannels
play different roles at various levels of the diffusion process. In this
context, while mass media channels are capable of reaching large
audience, information spread very rapidly, interpersonal channels
provide a two‑way exchange of information, and are seen as more
effective than the mass media especially in dealing with acceptance
or rejection of an innovation. In this context, mass media channels
are very important information sources in the dissemination of
information at knowledge stage, while interpersonal channels are
very important at persuasion stage. Also, mass media channels are
relatively more important than interpersonal channels for earlier
adopters than for late adopters (qtd. in Severin and Tankard, 1992)
To disseminate information of innovations, there is a tremendous
need to hire change agents. The position of change agents as having
an important role in the diffusion of innovations process, would
contribute with great deal to the diffusion of innovations. These
change agents are professional and skillful individuals, influencing
adoption decisions in a manner that an adopter of an innovation
feels desirable and comfortable with. Further, a change agent must
have an adequate background about the general as well as specific
detail especially when it comes to explain the function, advantages
vis-a-vis disadvantages of an innovation to potential adopters.

Further, a change agent usually seeks the cooperation of local

opinion leaders especially in the dissemination of new ideas because
these opinion leaders occupy respectable and authoritative
positions in their social systems. Even though change agents have
more education than individuals whom they seek to influence, they
sometimes hire relatively educated individuals from the same social
system and train them to explain newly introduced ideas to their
laymen. The language element is also extremely important factor in
the dissemination of new ideas. In this context, change agents are
able to speak a language that potential adapters would understand
easily. When a change agent attempts to diffuse communications

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satellite dishes in Qatar, she/he should be well trained in carrying
out plans by utilizing techniques of persuasion. For instance, since
people, in some parts of Qatar, are more traditional than those living
in Southern parts of the country, the change agent should know not
only the language, but also the dialect(s) of people whom he/she
deals with.

At this stage, and after reviewing the assumptions of the diffusion

of innovations, it is useful to review literature on the applicability
and utility of the same theory.

Agenda Setting Theory

McCombs and Shaw (1972) indicated through their content
analysis of a local election that there is a high correlation between
media agenda and the public agenda. Thus, Agenda Setting Theory
focused on the influence of mass media on political agenda (http://
faculty.chass.ncsu.edu/garson/PA765/agendasetting.htm.)

Review of the literature:

As previously indicated, the mass media and interpersonal
communication are the most important factors influencing the
dissemination of information. De Fleur (1988) has reviewed a
number of research projects about the diffusion of information
during the sixties and reached a conclusion that the 1960’s was the
era of significant research on the diffusion of information because
of technological innovations that change the nature of people’s
means of receiving news, and he categorized the mass media as the
main sources of information. In this context, he pointed out that
television became the main source for dissemination of information
followed by radio, newspapers, but word of mouth remained
important to certain extent. He also noted that news of big events
spread faster than those of little importance.

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At any rate, Qatar has passed the era of just acquiring electronic
media as sources of information. With the same token, newspapers
and magazines have limited spaces for news coverage,
entertainment and other aspects of information. While the content
of such mass media can be controlled, censored by authorities
or interest groups, and can be influenced by the triangulation
of the two, the projects’ services are free of such constraints.
In this context, communications materials, coming down from
communications orbiting satellites (down-link), or downloaded
from the Internet directly to the facilities and homes of potential
adopters, are free of censorship. Some groups, however, are critical
of free flow of media material. In this context, most of Internet and
other communications networks materials receive in Qatar and
other Gulf states foreign produced ones, and not much of locally
produced communications materials. This indicates that most of
individuals, corporations and government agencies play a role of
consuming foreign communications materials which may affect the
social values of the country. Khushu (1993) seems to support such
idea when he indicated that such foreign communication materials
might constitute a threat to the preservation of cultural identity.

Unlike many European and American countries where

communications satellite and Internet services introduced by
private corporations for economic/financial gains, Aljazeera was
initiated by people’s demand through Qatari Government. One of
the most important factors that has an impact of the introduction
and the implementation of these telecommunications projects in
Qatar was the information superhighway that opened a wide window
to nations world wide, and the Gulf War when CNN, BBC broadcasted
the war news while national media kept silence. But the materials
received from these cable networks reflect western views totally.
Woo-Hyun (1993) seems to support this idea when he examined
the flow of news via satellite. He indicated that BBC World Service
TV News, there is much concern that the content has had foreign
viewpoint.

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Before we turn to describe the advent and development of
communications projects in Qatar, it is of relevance to refer to the
models of the systems of technology briefly. First of all, the main
components of the Universal Systems Model included; 1) inputs,
2) processes, and 3) outputs (see figure 1). Second, the Autos
as Outputs Model included; 1) Inputs, 2) Processes, and 3) Autos.
Third, the Technology as Process Model included; 1) Inputs, 2)
Technology, and 3) Autos. Fourth, the Resources as Inputs Model
included; 1) Resources, 2) Technology, and 3) Autos (Hendricks
and Sterry, 1989). The input of all these systems included people,
materials, information, finance, capital, and energy. The function of
the whole process is the technology itself because it knows how to
gather different resources, process them, and produce the desire
outcome. And the last section of the continuum is the outputs.
The outputs included products, structures, relocated objects
& people, and relocated ideas. Furthermore, the implications
of communications projects’ services according to the models
specified early are most likely seen in economic sectors. Ian Miles
(1989), (qtd. in Jussawalla, Okuma & Araki, 1989, pp. 229) specified
these functions/services as follows; Primary Sector 1. T

his sector includes: Agriculture--Remote sensing, communications

system, advanced portable instrumentation, simple robotics and
automated/remote control systems, management aids, view data
and database services, marketing intelligence systems. Second, the
Primary sector 2. This sector includes extraction and mining--remote
sensing, remote and automated extraction from hostile areas.
Secondary Sector 1 includes construction/utilities--computer-
aided design and prefabrication, enhanced instrumentation
and power tools, simple robotics, metering, management and
distribution systems. Secondary sector 2 included automated
handling, manipulation, processing, testing, quality control,
packaging, and dispatch. It also includes automated stockholding
and warehousing; computer-aided planning and scheduling,

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drafting, and designing. Third, Tertiary Sector 1: includes Physical
services (e.g., distribution)--Mobile communications, automated
stockholding and warehousing. It also includes computer-aided
planning and route scheduling, stock control and ordering systems,
computer-aided fault diagnostics and repair. Fourth, Tertiary 2:
includes Symbol-processing services (e.g., finance, broadcasting)-
-office automation, expert systems for management and planning,
electronic mail, transaction-clearing devices (ATM, EPOS, EFT),
machine translation, advanced telecommunications systems,
teleservices. And fifth, Tertiary 3: includes People-oriented
services (e.g., health, education)--Expert systems for professional
advice, machine translation and “intelligent” systems for lay use,
Teleservices, viewdata systems, and advanced database search
facilities (qtd. in Jussawalla, Okuma & Araki, 1989, pp. 229).

Communications satellite use in TV signal transmissions

In the beginning phase of satellite transmissions, satellites (e.g.,
Echo) were stationed in low orbits, limiting it to small TV coverage.
However, in later years satellites were put in higher geostationary
orbits, allowing it to a large TV coverage of events taking place on
Earth. This development in communications satellite positioning inn
the atmospheric layers resulted in wide channel capacity, ability to
handle a mixed bag of information, and the ability to simultaneously
reach multiple sites, including areas not serviced by terrestrial lines
(Mirabito and Morgenstern, 2001).

Related studies
Aljazeera History
Launched in 1996, Aljazeera is a satellite television network based
in Qatar capital city, Doha. It was estimated that the Emir of Qatar,
Sheikh Hamad bin Khalifa Al Thani, funded the Network with US150
million.

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Although Aljazeera was originally launched as an Arabic news and
current affairs satellite TV channel, it was expanded into a huge
network with internet sites and online services.

The Network included Arabic-Language, English-Language

news channels, documentary, sports, Aljazeera Live, and
Children Channel. The later could be classified as a financially and
administrative independent channel from Aljazeera but it bares the
Network’s logo. Aljazeera launched the English Channel in 2006.

Aljazeera was credited with changing the Arabic media environment

by introducing a freedom of speech in the Middle East media. The
Network, however, was criticized by many as a biased toward
Qatar.

September 11 was a crucial point in the history of Aljazeera

especially in the Western hemisphere when in broadcast videos of
Osama bin Laden and members of Al Qaeda. It became familiar to
Western viewers.

There are about 40 million viewers of Aljazeera Arabic satellite

channel in the Arab world alone besides others outside the Arab
countries mainly in the United States and Europe (Allied Media
Corp.), (http://www.hziegler.com/locations/middle-east/
articles/al-jazeera-network.html).

Additionally, the penetration of Aljazeera English-Language

satellite channel was estimated in 2007 as 100 million households
plus some of its media content uploaded to YouTube which is a new
media used by the Network.
(http://www.hziegler.com/locations/middle-east/articles/al-
jazeera-network.html.)

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Aljazeera, the largest satellite TV Network, operates for 24 hours
daily, and covers most parts of Asia, Europe, and Africa. The Network
became a global media hub changing the nature of news coverage
not only in the Arabian Gulf region but in the entire world where it can
be accessed.

According to some sources, “The station has come a long way since

it was launched in November 1996. With more than 30 bureaus
and dozens of correspondents covering the four corners of the world
Al Jazeera has given millions of people a refreshing new perspective
on global events. Free from the shackles of censorship and
government control, Al Jazeera has offered its audiences in the
Arab world much needed freedom of thought, independence, and
room for debate,” (http://www.hziegler.com/locations/middle-
east/articles/al-jazeera-network.html.) The job hiring policy of
Aljazeera can attract media professionals to work for the Network.
As a result, many media specialists migrated from their previous
jobs to hold positions at the Network. Many of them came from
British Broadcasting Corporation (BBC) and other international
media organizations.

Approximately, Aljazeera has 40 bureaus globally and it still

expanding worldwide by bringing people together and attempting
to attract audiences
(http://en.wikipedia.org/wiki/Public_opinion.)

Aljazeera is concerned with public opinion by conducting a number

of research and polls. Public opinion was recognized as a powerful
force in the eighteenth century and has arrived from the French
‘l’opinion publique.’ This concept was used in 1588 by Montaiqne.
It is a concept gained credence as a result of the rise of public
in the same century that caused a political change in later time
(http://en.wikipedia.org/wiki/Public_opinion). In this respect, the

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Network is very concerned about societal values and socialization
of its audience. Socialization can be defined as someone adopts
the values and behavior of the group among whom he/she lives
with (Dominick, 1999). The Network is keeping eyes open on new
media development worldwide while at the same time protecting
its audiences’ ethics. Thus, Aljazeera is very concerned about
providing viewers with information on various issues while at the
same time facing these ethical dilemmas such as truthfulness
(misinterpretation, and disinformation), Fairness (insider
friendships, conflicts of interest, checkbook journalism), privacy
(reporting on fatal diseases, and reporting on social problems such
as rape), responsibility (a staged accident demonstration, and live
TV raid), and other societal issues (Biagi,1999).

The use of public opinion studies

According to some sources “The rapid spread of public opinion

measurement around the world is reflection of the number of uses
to which it can be put.” (http://en.wikipedia.org/wiki/Public_
opinion). In this respect, governments and organizations used
surveys as appropriate tool in order to guide their public information
and propaganda programs and agenda in formulating their policies.
Public opinion, however, can be influenced by public relations and the
political media in which the later utilizes a wide variety of advertising
techniques to get their message into people’s minds in order to
change their attitudes. This is called propaganda. Thus, propaganda
is the means by which politicians plan their political campaigns.
Through sampling is frequently used technique for measuring public
opinion(http://www.nevada.edu/~manis/soc225/po4.htm).The
next section includes the study hypotheses.

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Hypotheses:
Most previous studies have focused on the development of
communication satellite services in Asia, the diffusion and adoption
of mobile telephone and Internet services, and limited number of
studies has investigated the technology’s services in Qatar. But
this study is concerned mainly with the diffusion and adoption of
telecommunications projects and services in the Qatar, and the
political, economic, and social impact of the technology on Qatari
citizens and society as a whole, with respect to adopter’s age,
income, and educational level.

It is important to determine if the results obtained in the western

hemisphere, and other world nations can also be obtained in Qatar.
Thus, a set of hypotheses derived from the literature review,
theoretical framework, and based on demographic characteristics
has been proposed.
Unquestionably, telecommunication technologies are widely
adopted and used in almost every household and by members of
the social system in Qatar. Most family members of Qatar used
telecommunications technologies such as telephone mobiles,
communications satellite channels and Internet. Thus, 3 hypotheses
state that there is a statistically positive correlations between the
sample’s demographic factors (i.e., age, income, and educational
level), and their use of Aljazeera Arabic Satellite Channel’s services.

Hypothesis 1: The first hypothesis states that there is a statistically

significantly positive correlation between sample’s age and the
sample’s use of Aljazeera Arabic Satellite Channel’s media services.
Adults are more likely to use the Channel’s media services than
children.

Hypothesis 2: The second hypothesis states that there is a

statistically significantly positive correlation between sample’s
monthly income and the sample’s Aljazeera Arabic Satellite
Channel’s media services. The higher the individuals’ monthly

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income, the more they use Aljazeera Arabic Channels’ media
services.

Hypothesis 3: The third hypothesis states that there is a statistically

significantly positive correlation between sample’s educational
level and the sample’s use of Aljazeera Arabic Satellite Channel’s
media services. The higher the individuals’ educational level, the
more they use Aljazeera Arabic Channels’ media services.

Methodology and method:

This particular study us quantitative research in which numbers,

statistics and categories are frequently used especially in data
analysis. Further, the study uses survey-questionnaire as a tool of
data collection.

Pilot study

Creswell (1994) contended that “This testing is important to

establish the face validity of an instrument and to improve questions,
format, and the scales” (p. 120 & 121).

The author has distributed 17 copies of the survey-questionnaires

to 17 potential users of Aljazeera Arabic Satellite Channel’s
services. Thus, the main reason for conducting such a pilot study is
to test the instrument of investigation (i.e., survey-questionnaire).
The sample understood the pilot study to a large extent. However,
few questions had to be revived and corrected.

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 Data Collection

To operationalize the hypotheses, a questionnaire was distributed

among 700 potential users of Aljazeera Arabic satellite channel’s
content. The author and coauthors have distributed approximately
700 copies of survey questionnaires to the sample consisted of Qatar
nationals. The main reason for selection such sample is that Qatari
citizens are the ones who can influence the future communication
policy of Qatar. Furthermore, most of the questionnaire items were
designed according to Likert scale (i.e., I, 2, 3, 4, & 5).

Beginning 5th of September 2008, and ending 19th of November

2008, 700 copies were distributed to potential users of Aljazeera
Arabic Satellite Channel’s media services. The questionnaire
included items to test the sample’s demographic factors and their
use of Channel. The achieved response rate was 92%. The rate was
adequate to continue the research.

Operationalization of Variables

The diffusion of innovations theory posits that the main elements

of the diffusion of innovations process included four main elements.
These included the innovation, communication channels, time, and
social system. Because this has been successfully tested in the U.S.,
the previously stated hypotheses will be tested in Qatar setting
by analyzing the previously specified dependent and independent
variables. Such postulate (Diffusion of innovations theory) has
already been successfully tested in Western nations.
Dependent variable:
All hypotheses that will be tested in this study concern potential
users’ use of Aljazeera Arabic Satellite services. Most of the
questions related to Aljazeera Arabic Satellite Channel follow a five-
point Likert-Scale (i.e., Strongly agree [5], Agree [4], No Opinion
[3], Disagree [2], and Disagree strongly [1]).

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 Independent variables:
The independent variables measured in this study included such
demographic characteristics such as age, income and educational
level. Furthermore, the first independent variable, age was
measured as follows; 1-younger than 17 years old, 2-17 to younger
than 22, 3-22 to younger than 26, 4-26 to younger than 28, 5-28 to
younger than 30, 6-30 to younger than 34, 6-34 years old and older.
The second independent variable, monthly income was measures as
follows; 1-Less than 5,000 Dhs., 2-5,000 to less than 10,000 Dhs,
3-1,000 to less than 15,000 Dhs, 3-15,000 to less than 20,000
Dhs, 4-20,000 and higher. The third and the final independent
variable, educational level was measured as follows;
1-Illiterate, 2-Elementary, 3-Junior High School/Preparatory
School, 4-High School/Secondary School, 5-Computer Training
Diploma, 6-Job Training Certificate, 7-A Two Year Diploma
(Associate Degree), 8-Bachelor’s Degree BA/BS, 9-Master’s
Degree, 10-Doctorate of Philosophy (Ph.D.).

Test of Hypotheses

Statisticalanalyseswereemployedtotesttheproposedhypotheses.
As indicated earlier, means, chi-squares, and Pearson’s correlations
were used to determine whether hypotheses were supported.
For this purpose, the mean was used to obtain the average hours
students spent viewing Arabic and foreign programs on TV via
satellites every day. The Pearson’s correlations coefficients was
used to test the correlations between independent and dependent
variables, with the p level at standard statistical level (p < .01) The
hypotheses proposed in this study are derived from the literature
review and theoretical framework.
Hypothesis 1: The first hypothesis states that there is a statistically
significantly positive correlation between sample’s age and the
sample’s use of Aljazeera Arabic Channel’s media services. Adults
are more likely to use the Channel’s services.

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Hypothesis2:Thefourthhypothesisstatesthatthereisastatistically
significantly positive correlation between sample’s monthly income
and the sample’s use of the Channel’s media services.

Hypothesis 3: The seventh hypothesis states that there is a

statistically significantly positive correlation between sample’s
educational level and the sample’s use of the Channel’s media
services.

Data Analysis
As previously indicated that sample’s age, monthly income, and
educational level are the independent variables while audience’s
use of Aljazeera Arabic Satellite Channel’s services is the dependent
factor.

A statistical program, SPSS (Statistical Program for Social Sciences)

was also used to determine the contribution of each independent
and dependent factor on the overall outcome of the present study.
Frequencies were then obtained using descriptive analysis. Data
was then analyzed and tabulated using a number of statistical
procedures such as frequencies and Pearson’s correlations
coefficients.

Findings:
Data show that the sample age category (17-younger than 22
years old) has the highest percentage (41.9%) while (34 and older)
has the lowest percentage (4.1%). Data also show that the sample
monthly income category (less than 500 QR) has the highest
monthly income rate (35.0%) while (20,000 QR and higher) is
the lowest rate (5.7%). Furthermore, data show that the highest
percentage (35.4%) of educational level category belongs to
bachelor’s category while the lowest percentage (0.4%) belongs
to the illiterate category.

207
The first hypothesis states that there is a statistically significantly
positive correlation between sample’s age and the sample’s use
of Aljazeera Arabic Satellite Channel’s media services. Data show
the Pearson’s correlations coefficient between the sample’s age
and the use of the Chanel’s media services. Data show that there is
a perfect positive correlations (p=0.000) at P<0.01. Thus, there
is a statistically significant difference in the relationship between
the sample’s age and their use of the Channel’s media services.
Therefore, as the sample gets older, the more likely they are to
use the Channel’s services. Thus, hypothesis 1 was found to be
supported.

The second hypothesis states that there is a statistically significant

positive correlation between the sample’s monthly income and
their use of Aljazeera Arabic Satellite Channel’s media services.
Data show the Pearson’s correlations coefficient between the
sample’s monthly income and the use of the Channel’s media
services. Data show that there is a positive correlations (p=0.001)
at P<0.01. Thus, there is a statistically significant difference in the
relationship between the sample’s monthly income and their use of
the Channel’s media services. Therefore, as the sample’s monthly
income increases, they are more likely they to use the Channel’s
media services Thus, hypothesis 2 was found to be supported.

The third hypothesis states that there is a statistically significantly

positive correlation between sample’s educational level and the
sample’s use of Aljazeera Arabic Satellite Channel’s media services.
Data show the correlations between sample’s educational level and
their use of Aljazeera Arabic Satellite Channel’s media services.
Data show that there is a perfect positive correlations (p=0.000)
at P<0.01. Thus, there is a statistically significant difference in the
relationship between the sample’s educational level and their use
of Aljazeera Arabic Satellite Channel’s media services. Therefore,
the higher the sample’s educational level is, the more likely they

208
use Aljazeera Arabic Satellite Channel’s media services. Thus,
hypothesis 3 was found to be supported.

Finally, all three (3) hypotheses were found to be supported by he

study’s results.

Discussion, Conclusion and Recommendations:

Because few audience studies have been conducted on the diffusion
and/or adoption of Aljazeera Arabic Satellite Channel services in
Qatar, and because of the small number of respondents (N=17)
used for this pilot study, no statistical significance was found to
support the proposed hypotheses in this particular study. However,
conducting a field research at a large scale (700 sample size) resulted
in a more favorable outcome The main aim of this study was to
investigate the diffusion and adoption of Aljazeera Arabic Satellite
Channel services in Qatar and public opinion toward the Channel’s
services. The majority of respondents were males (63.9% males
and 36.1% females). This is expected in a male-dominated society.
The author did not find any correlations between independent and
dependent variables during the pilot study due to a small number of
respondents (i.e., 17). He, however, found significant correlations
between these previously mentioned variables (age, income, and
educational level) when conducted the field research (700 sample
size and the response the achieved response rate was 92%).

Additionally, in the Middle East countries, more people tend to use

more audio-visual media such as radio and TV than print media such
as books, newspapers, magazines etc.

Finally, the researcher proposes a number of recommendations.

First, the instrument (survey) employed was designed to measure
the independent and dependent variables determining adopter’s
telecommunications technology adoption. The instrument seemed
to be, to certain extent, reliable and complete.

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A number of problems, however, were discovered in the application
of the instrument and in the selection of the sample. The survey
was too long, and a number of questions went unanswered. Also,
since there were two sets of questionnaires (for parents, and for
children), the data analysis was difficult to undertake, and therefore,
comparison between the two was difficult too, unless ANOVA
procedure is used. It was difficult to obtain a proportional number of
male and female respondents in a sex-segregated society (Qatar).

In admitting these problems with the instrument and the sample,

the researcher proposes some recommendations for future studies
along these lines.

1- Future researchers are encouraged to design short and

complete surveys.

2- Every effort should be made to select a true random

sample.

Although this may be difficult in segregated societal

environment, researchers should plan in advance for this
eventuality. And,

3- An area that might prove especially fertile would be that adopter’s

technology interest resulting from the most recent political and
economic crises in the region such as the Gulf Crises.

In conclusion, Qatar has passed the phase of using internationally

imported telecommunications services. Its communication facilities
such as Aljazeera Arabic Satellite Channel indicate that the country
new venture in modern telecommunications era which prompted a
new phase of modernization. Providing worldwide services, Qatar
provides its clients with unlimited media and telecommunications
services.

210
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