Arab youth, television and “affluenza”

Abstract

Popularized by several books, articles, and even a stage play over the last several years, a hypothesis known as “affluenza” predicts that media consumption will correlate positively with higher levels of materialistic traits. This paper re-analyzes data from a lifestyle survey administered to youth in Egypt and Saudi Arabia with an eye towards testing the affluenza hypothesis in light of the ongoing boom in Arab satellite television. While the survey was not specifically designed to test for affluenza, and therefore not an optimal tool, it did collect data on television viewing and several lifestyle topics which have been linked to affluenza in previous studies. Surprisingly, the data from this survey of Egyptian and Saudi youth did not show a link between increased television viewing and materialistic traits – in stark contrast to surveys conducted in the United States and Europe. Before 1990, when most Arabic television stations were state-controlled monopolies with limited transnational reach, it would not make much sense to consider Arab television in terms of materialism. Programs, delivered by land-based transmitters, generally followed the political line of the state, rarely delivering programming that could be called daring. As Abdallah Schleifer put it, “Arab television, which came into being during the high tide of republican police states, did not even attempt journalism. Its photographers covered only occasions of state, and there were no correspondents, since it was ‘information’ not news that was sought. Anchors could do the job of reading state news agency wire copy describing these ceremonial occasions while unedited footage was transmitted.” Advertising existed, but was restricted heavily, and clustered between programs—not interrupting them.