Punk’d by the Great Satan
This article on BBC caught my eye. I suppose it’s the part of the US counter-terrorism strategy where it wins the Arabs’ hearts and minds…but really, MTV?
From the article:
The music and youth lifestyle channel MTV has launched an Arabic service it hopes can tap into a booming appetite for Western-influenced culture.
MTV says it hopes to respect local culture without diluting its brand.
The MTV Arabia service will screen Arab music videos, talent shows, and international programmes like Pimp My Ride adapted for Arab audiences.
My first reaction when I saw this was to compare it to the recent launches of Radio Sawa and Al-Hurra TV, which seem to be aimed at the young, socially-liberal demographic in the Arab world. This is a real demographic, to be sure, and we needn’t marginalize the success of something like Radio Sawa, which has apparently achieved 94% penetration within the target audience (I’m skeptical of that figure, but it no doubt reflects the station’s general popularity). My beef with Radio Sawa and Al-Hurra is that instead of complementing a more traditional Arabic public diplomacy effort from the US government, it seems to have replaced it entirely. Voice of America has shut down its Arabic division—which, to be fair, was hardly a stellar news source—in favor of the new stations. The problem is that VOA’s demographic was mostly 40-50 year old professional men with an interest in politics. They’re certainly not going to be tuning in to Christina Aguilera. And so the US loses an audience that is now going exclusively to Al-Jazeera for news. I’m not going to play the “Al-Jazeera is a bunch of America-hating terrorists” card, but we can’t imagine that the US gets a fair shake on the network.
Of course, this isn’t relevant to MTV, which has no responsibility to serve anyone but its target audience. So why does MTV believe that “the channel can act as a cultural unifying force in a region known for political tension”? Thinking that Arabs would unite around Britney Spears, or even indigenous pop stars like Egypt’s Ruby or Lebanon’s Nancy Ajram, is as ridiculous as thinking that Arabs unite around bin Laden and burning effigies of Bush. There’s definitely a cultural diversity that’s completely ignored when considering countries foreign to us. Does MTV act as a unifying force in the US? Hardly.
Also: How do you adapt “Pimp My Ride” for an Arab audience? Discuss.
