Youth Attitudes toward Indian Dubbed Drama and Its Impact on Cultural Identity

Document Type : Original Article

Author

Teacher at Department of Educational Media - Faculty of Specific Education – University of Damietta

Abstract

The study aimed to identify college students' reasons for viewing Indian dubbed drama, and exploring the effect of this drama on the cultural identity of young people.
Also, the study aimed to identify the youth’s attitudes towards Indian dubbed drama, according to the characteristics of that drama in terms of "content, form, production, decorates, photography, and clothes".
The study used a descriptive method, and depended on both Expectancy Value Model and Attitude Formulation Model as a theoretical framework. The study's sample consisted of 400 respondents from college students of each theoretical and practical colleges in university of Demattia (200 respondents form theoretical colleges, 200 respondents from practical colleges)
The study revealed a lot of important results:
-      "Curiosity" came in the front of college students' reasons for viewing of Indian dubbed drama.
-      The majority of college students perceived that Indian dubbed drama had an effect on Islamic and Arab identity but in a small degree.
-      Also, the majority of college students perceived that Indian derma made the Egyptian women living in a fancy world.
-      In the front of emotional effects of Indian drama upon its viewers came: "Indian drama aimed to forming positive attitudes toward Indian culture among Arab societies.
-      In the front of cognitive effects of Indian drama upon its viewers came: "Indian drama provided college students with information to help them exploring the Indian culture.
-      In the front of behavioral effects came: "Indian drama found a great market in the Arab Society for promoting Indian identity.
-      The study proved that the more college students were viewing Indian drama, the more Indian drama had an effect on their cultural identity.
-      There was a statistically significant correlation between college students' viewing Indian dubbed drama and forming college students' cultural attitudes toward it.
 

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