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US public diplomacy in the Arab world

the news credibility of Radio Sawa and Television Alhurra in five countries

Queens University of Charlotte, USA

This study surveyed a convenience sample of Arab college students in five Arab countries regarding their perceptions of the news credibility of two US-sponsored networks targeting Arab audiences: Radio Sawa and Television Alhurra. To assess the credibility of these networks, the students were asked to use a 12-item credibility scale developed by Gaziano and McGrath. The study found no correlation between the respondents’ frequency of listening to Radio Sawa and their perception of its news as credible. Moreover the study revealed that the students’ attitudes toward US foreign policy had worsened slightly since they started listening to Radio Sawa and watching Alhurra. Many respondents stated that if the US desires to improve its image in the Arab world, it should leave Iraq and adopt an even-handed policy on the Palestinian-Israeli conflict. Results of this study show the need for the US administration to acknowledge that no matter how savvy its public diplomacy efforts in the Middle East, they will be ineffective in changing Arab public opinion if that public is dissatisfied with US policies on the ground.

Key Words: news credibility • paradox of the plenty • public diplomacy • Radio Sawa • situational response • sleeper effect • soft power • Television Alhurra

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