Attitudes of the Emirati Youth towards the Role of Cloned Media Contents in Affecting the National Identity: A Field Study on a Sample of Sharjah University Students

Fawzia AlAli

(College of Communication, University of Sharjah, United Arab Emirates)

Abstract: This study contributesto fill the gap in the Arab Library of Media towards the extent of impact imposed by those contents on the national identity.Media and political decision-makers must adhere to them in case of violating the customs, traditions and ethics of the society. The most important recommendations provided by this study are: the local satellite channels must put into consideration presenting programs that express the local and Arab reality, and deal with issues and problems suffered by the audience credibly; especially the youth, whose problems need to be diagnosed and solved thro-ugh simple contents that keep pace with their interests. The most important results reached by the study are: the local satellite channels must present programs including real contents in order not to make the youth live in a reality to which they do not belong; i.e., which is called the world of non-reality, educating children at the family, school and university level to choose meaningful programs, which focus on the customs, traditions and values, maintaining the national identity at schools and universities due to the great concern shown by the individuals of study towards the national identity through the field study, studying the needs of youth and teenagers, as well as putting their desires into consideration when setting the plans of programs shown on the local satellite channels in a way that makes the entertaining lyrical programs include values, customs and traditions to satisfy the expressed needs of the sample.

Key words: Arab library of media, Sharjah University, national identity