The influence of American television programs on university students in Kuwait: a synthesis


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Abstract

This study used a synthesis of media gratification and cultivation perspectives to investigate the influence of American television programs on endorsement of equal gender roles and liberal attitudes to life in Kuwait. Analysis of the response of 364 university level students indicated four areas where programs could support the development of perceptions: presentation quality, utility, trans-cultural knowledge and information about American popular culture. Of these four areas, only the perception of utility predicted the development of a liberal outlook on life, while failing to predict approval of equal gender roles. Viewers of large amounts of American television are more likely to endorse equal gender roles and a liberal outlook on life.

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