الأغاني التلفزيونية المصورة ومظاهر العولمة الثقافية
دراسة تحليلية لعينة من الأغاني المصورة في الفضائيات العربية
This study aims to identify the aspects of cultural globalization embodied in the video songs broadcast by the Rotana channel. This paper seeks to recognize the way these songs work to promote cultural globalization, which has become one of the controversial issues in societies with cultural specificity such as the Arab society. To doing so, this piece of research is carried out based on the descriptive approach, as it also used the data collection tool, which is to analyze a sample of video clips the channel recently presented. The video clips were chosen intentionally in line with the objective of the study.
The most important findings of this study are: that the Arab songs represented as a cultural system and a media container, lack meaning and are mired in traditional slander. However, they are perfectly capable of transmitting cultural globalization, as they include a wide range of its manifestations by emphasizing the Western lifestyle, based on material consumption and the marketing of women as a female body that drives lusts. They also present a distorted and misleading picture of reality and promote manifestations of destruction within the Arab society; things that helps marginalizing its local and diverse culture.
Keywords: Video Songs, Cultural Globalization, Arab Satellite Channels
Dr. Nacira SAHNOUNE, Professor Lecturer A, Faculty of Information and Communication Sciences, University of Algiers 3 – ALGERIA