A Clash of Cultures: Reaching Hostile Audiences Through International Broadcasting

Abstract

This study examines U.S. international broadcasting efforts through the Office of War Information and Voice of America to provide a philosophy and foundation for the use of Alhurra Television. This station was launched during the Iraq war to reach audiences and influence public policy in the Middle East. This study found high percentages of Alhurra viewing classification using the discriminant function, suggesting that the combination of key cultural indicator variables is a sound predictor of viewing this news source. Thus, this study validates the premise of U.S. policy as it confirms the challenges faced by international broadcasting 70 years ago and today—the role key cultural indicators play when these viewers decide to turn to or away from Alhurra for news and other information. Demographic, media usage, and attitudinal variables were used to test a model developed to understand cultural differences for prediction of Alhurra viewing or nonviewing.