The impact of television advertising on the values and behaviors of Algerian youth. A field study in the light of the theory of value determinism

Abstract

Anyone who follows the development of the Arab satellite scene in recent years notices that the share of advertisements broadcast on many Arab satellite channels is almost equal to the time period allotted to some television programmes, which makes the viewer compelled to follow them, most of which may carry overtones that contradict our values, customs and norms. And the prevailing standards within our Islamic and Arab societies, by displaying women's charms in a way that arouses emotions and desires, and stirs the sexual instincts of the public. This has been confirmed by many Arab studies, which see that “advertising on Arab and foreign satellite channels addresses sexual instincts, through dancing, singing, and the movements that models present within advertising flashes, and what the product achieves in terms of temporary recovery and instant happiness once you eat some consumer goods such as drinks.” Invasive, and he did not focus on the product or its value and usefulness, but rather gave a picture that is far from our values, customs and traditions, from mixing between the sexes in a provocative manner, which many members of the Arab and Islamic society were not satisfied with” (1). This happens in the absence of monitoring by the concerned authorities, or in light of the control of business owners over the various media and commercial markets, as they only care about obtaining large profits, by reaching the largest number of viewers of the advertising flashes presented on satellite channels. As for observing the prevailing values, customs and traditions within the Arab and Islamic societies for them, they are classified in the last concerns or do not exist at all, as long as the ultimate goal is to achieve profit and gain a lot, and to achieve a greater volume of sales, even if it is at the expense of our value system.