American Social Film as an Agent in Intercultural Communication

Prepared by the researcher  : Dr. Marian Tadrous- PH.D. Strategic Media, Liberty University, United States

Democratic Arabic Center

Journal of Afro-Asian Studies : Twentieth Issue – February 2024

A Periodical International Journal published by the “Democratic Arab Center” Germany – Berlin

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   Abstract

American movies play an important role in global understanding. In some ways, it contributes to intercultural understanding by presenting sympathetic and accurate portrayals and images of distant places and people. Drama helps the viewers learn a great deal about the places they have never visited or cultures they have never encountered. This research aims to analyze the image of the American family in American social films because this image helps to transfer cultural values to viewers worldwide. The method included a quantitative approach with content analysis of 25 films presented in Egyptian cinema in 2023, including 41 American Families portrayed in these films. The results indicate that 48.8% of households were interconnected. The most common social problems 11.9% of American families faced were marital disputes and insecurity due to criminal activity against family members—11.1% experienced loneliness, and 6.34% experienced the absence of one parent. The conflict between parents and children, poor choice of friends, and mistreatment of the children by the father are presented by 5.55% of American families. Other social problems include husband control (4.76%), rape, jealousy, and suspicion among family members (3.69%).

Introduction

      Mass media plays a major role in creating the image in its audience’s minds. According to Marshall McLuhan, it is the window through which the masses view the world and local and international events because it is the natural extension of our eyes and ears. The media exaggerates this image very much, to the extent that the viewer often feels that he has met the characters in the media, although he never met them (Al Abd, 2002). The media can increase people’s understanding of each other or create misunderstandings.

‏            Many viewers receive information through movies, which form mental images of other societies. Most of the studies have demonstrated the ability of films to provide new information and their role in forming opinions about the problems and subjects on which strong attitudes are formed. (Agwa, 2003). This means that American film has a prominent role in shaping the public’s culture, knowledge, and attitudes toward American society.

Research problem

            This research aims to study American drama as an agent in intercultural communication. Drama contributes to the formation of mental images of American society through intensive exposure to the messages and dramatic content. Hence, the study seeks to identify the American film as a tool of cultural transformation to discover the values, thoughts, traditions, and culture that the American film presents.

Objectives of The Study

            The literature review refers to the importance of television drama for its widespread ability to dazzle. It is an influential cultural force in contemporary society, which is significant in shaping the public’s minds regarding people, institutions, ideas, and cultural symbols for other peoples’ lives. The percentage of Egyptians watching American films frequently was 70%, while the respondents watching American soap operas were 88.5%.

The Study Purpose

 This study aims to:

• identify the cultural content presented in American social films.
• – the characteristics of the American family in the American movie.

Literature Review

First: The American family in T.V. Drama

           Wiscombe (2014) used a content analysis method to study the families portrayed in programs between 2004 and 2013. The results indicated that the traditional nuclear family configuration held the largest portion of the television family landscape. Chang (2013) explored Korean audiences’ reception and consumption processes by viewing local and international television dramas. The results showed new significant determinants of the viewing level of T.V. dramas, including ‘diversity of story,’ ‘technical completeness,’ ‘completeness of plot,’ ‘story development rate,’ and ‘reception of international cultural content. Likitalo (2010) investigated the ideology of the American family as presented in the T.V. show. The results found that T.V. viewers affect how they perceive the world and understand the family as a social formation. Television dramas continue to serve as an important source of cultural ideals.

Second: The Role of Drama in Shaping the Image  

               The image is the alienation of personal attributes for semiotic purposes; the ‘image’ of various media groups has been much studied. This is because it is widely feared that such alienated images affect behavior and self-esteem. The media images of women, ethnic minorities, and various groups organized around marginal tastes, lifestyles, subcultures, or regions have all been studied, often by an investigator who represents the group thus portrayed. Some analyses are sophisticated, for instance, Annette Kuhn’s The Power of the Image (1990), based on cinema theory and feminism (Hartley, 2004).

           Pekdoğan (2016) examined the mental images of preschool teachers related to the concept of drama via metaphors. The findings found that understanding and explaining teachers’ mental images are associated with the idea of drama. Narrisra (2008) examined specific perceptions of African American portrayals on television based on questionnaire responses from 412 undergraduate students. Results revealed that viewers do not perceive the low-achieving roles and positive stereotypes of African Americans on television as realistic or accurate.

                 Hasegawa (2006) examined the effect of Korean TV drama viewing on changing the attitude of Japanese viewers toward Korea. The results show that the participants acquired a more favorable image of Korean people, the empathic viewing of WLS being the strongest predictor. Yehia (2002) found that exposure to soap operas and American movies contributed to forming the students’ impressions of the USA. Also, this result agreed with the findings of the cultivation theory, which regarded the importance of television as the main source to form a mental image of the USA. Alkahky (2001) studied the mental image of the USA, including a sample of 300 students. The results found that only 4.4% of respondents have a positive image of America. There, 67.4% rely on television to obtain information. Research has shown a strong correlation between higher viewing of Egyptian television and a negative image of American society.

Third: The Role of Drama in Cultural Communication

             According to Roell (2010), culture is “the values, traditions, customs, art, and institutions shared by a group of people who are unified by nationality, ethnicity, religion, or language. ‘Culture’ refers to the diverse artistic expressions that produce and reproduce an image of the world—the visual arts, music, dance, poetry, filmmaking, advertisements, and performance. Traditionally, artistic and cultural products have had a great potential to capture public attention, shape social consciousness, and stimulate debates and sometimes controversy (Lindah, 2006).

     Annandale (2017) found that all drama approaches are inherently embodied in different cultures; drama can assist in fostering effective intercultural communication as it seeks an understanding and sensitivity towards other cultures, communication styles, and behavior.

         McGregor and Ragab (2016) explored how arts and culture can support the integration of migrants. The results found that many of the initiatives that target young people have a component that contributes to language acquisition: Diverse art and culture (38.5%), theatre (18.8%), visual art (9.4%), media (3.1%), and film (2.1%).

            Mustaffa and Salleh (2014) aimed to understand how rapid cultural globalization affects Malaysian culture. Results found that Malaysian prime-time television dramas portrayed more Western values and lifestyles among Malaysians. Roell (2010) found that films are a great medium to facilitate intercultural learning and intercultural communication. Salopelto (2008) examined the theoretical evidence for using drama for intercultural communication. The results identified the basic components of intercultural communication, the awareness of one’s cultural conditioning, understanding of differences between cultures, and skills that enable the speaker to overcome the problems that the differences may cause. Trites (2007) examined the difference between teaching about an Acadian culture by using Drama (Drama group) and using (Library group). The Drama group evaluated the learning unit significantly higher than the Library group. The results suggested students and teachers benefit from using drama in classrooms to increase motivation, cultural awareness, and literacy.

Comment on Literature Review

                The studies found that the image on television is the primary source of the stereotypical image of Americans, where television presents stereotypes for some groups, which often correspond to the real situation. This means that the American Drama is the source of the image of the American family, which the Egyptians think corresponds to the American family’s actual reality. The research indicated the growing body of knowledge that builds upon the foundation of cultivation theory and attempts to describe the family configurations portrayed on television. Wiscombe (2014). Content analyses of the family structures conveyed on popular television provide media users—including parents—with some tools they need to discern which material they want to consume and allow into their homes. By understanding basic descriptions of the content shown on television, media consumers are one step closer to becoming better educated and more aware of the messages they and others around them could cultivate when watching TV (Wiscombe, 2014). Finally, the studies found that globalization and advancements in communication technologies caused cultures to converge like never before and begin to influence each other. It has become imperative to analyze the influences of social media on intercultural communication (Seyfi & Güven, 2016).

Cultivation Theory

            Project cultural indicators began in the mid-sixties to study how watching television affects the ideas of the viewer’s daily world (Signorielli & Morgan, 1990). This project aims to establish empirical evidence about the impact of mass media on the cultural environment. The project also studied cultural indicators in three intertwined issues of research:

1. The structures, pressures, and processes that affect the production of media messages.

     The messages and values of mental images reflected by the mass media .2

3. Studying the independent media messages on the public perception of social reality (Shanahan & Morgan, 1999).

           Thus, the Project’s Cultural Indicators are based on three main areas: institutions-related research programs, prime-time messages, and symbolic patterns provided by television (Ruddock, 2001). The research examines the Cultural Indicators Project on how television contributes to the formation of the concepts of viewers on several issues: gender roles – stereotypes of the functions of age (Genbner et al., 1980), the family (Gentner al, 1980; Morgan and Signorelli).‏

‏ Research Questions

1. What is the education level of the American Family?
2. What is the economic level of the American Family?
3. What kind of relations between the American family members?
4. What are the main problems faced by the American family, and how can they faced?
5. What values are presented in the American Family?

Method

            A quantitative method and content analysis helped investigate the content of various media channels. It is based on the concept of frequency of the presence of predetermined categories (Hansen et al., 1998). The content analysis refers to the method undertaken systematically, can be replicated in other contexts, and may rely on a proprietary computer program (Hartley, 2004). The data were collected from content analysis samples of American movies presented in Egyptian cinemas in 2017.

Results

• The total number of American social films studied was 25, and the total number of families represented was 41. There, 52% of films presented only one family, 32% presented two families, and 16% presented three.
• 7% of households in the sample study films live in a house in a rich neighborhood. This was followed by families living in a middle-class neighborhood, which was 31.7%. This means that more American families are portrayed as wealthy; very few families, 14.6%, live in poor neighborhoods.
• 5% of parents had a university degree. This is evident through their jobs. 27.8% had a high school degree, and with 16.7% of the film characters, their job is unclear. This result agrees with Parker’s study (2015), which found that 65% of parents had a post-graduate or a bachelor’s (57%) degree; just 38% had some college and 28% had no college experience.
• The family’s economic level is high at 53.7%, middle at 29.3%, and finally low at 17%. These results are like Parker’s study (2015), which found that parents with incomes of $75,000 or higher (46%), $30,000 to $74,999 (44%) and less than $30,000 (46%). This means there is a correlation between the economic life of the American family in films and social reality life.
• 8% of households were interconnected, and 24.4% were interconnected to some extent. The American film sample study reflected a good relationship model between American family members. This result agrees with a study by Fleahman (2009), which found that 54% of the sample consists of married parents, 12% consists of parents who are divorced /separated, and 7% of single parents.
• Regarding the husband’s employment, 25% were unemployed, 17.9% were people in business, 25% were office workers, and 10.7% were farmers.
• 9% of wives were online workers, 19.2% were doctors, 19.2% were unemployed, and 15.4% were office workers. This result differs from Parker’s study (2015), which found that more mothers than fathers say they are doing a very good job raising their children (51% vs. 39%).
• The characteristics of the relationship between the spouse’s understanding, cooperation, and love were 34.9% and were presented verbally (by words or dialogue) 27.8%, and by behavior (action or performance) 40%. The ability to face problems together was 20.9%, verbal 19.4%, and behavior 22.6%. Loyalty to the husband was 17.4%, and finally, participation in decision-making was 11.6%
• Total positive characteristics in the relationship between spouses were 61.4 %, verbally 62%, while 60.9% were behavioral.
• The total negative characteristics in the relationship between spouses were 38.5% verbal, 37.9%, and 39% behavioral.
• One of the most frequent negative characteristics between spouses is (treachery and betrayal) and (violence toward the wife) 22.2%. Categories within these characteristics are a lack of understanding between the spouses 20.4%, verbal (by words or dialogue)2%, behavioral (action or performance) 21.9%, and finally, overwhelmed and ignored 14.8%.
• Positive relationship between siblings was 60%, verbally 66.6%, behaviorally 52.9%, love and cohesion 33.3%, verbally and behaviorally 33.3%, advice, guidance, working together to solve problems 23.8%, and finally respect and appreciation 19.04%.
• The total negative characteristics in the sibling relationship were 40%, verbal 33.3%, behavioral 52.9%, controlling 35.7%, disrespect among siblings, treachery and betrayal, and hatred 21.4%.
• The characteristics of the relationship of the parents toward children’s love and tenderness were 28.15%, verbal at 27.7%, behavioral at 28.4%, a sense of responsibility towards children at 23.3%, verbal at 25%, behavioral at 22.4%, advising 24.3%, help children in solving their problems 18.45% and finally sacrifice 5.82%.
• The total positive characteristics of the parents toward children were 78.6%, 81.8% verbal, and 77% behavioral.
• The total negative characteristics of the parents toward children were 21.4%, verbal at 18.2%, behavioral at 22.9%, dominate and control kids 50%, and a Lack of sense of responsibility towards children at 28.6%, verbally 37.5%, behavioral 25%, and finally abandonment of children 21.4%.
• The characteristics of the positive relationship of the children toward the parents were sacrifice 18.9%, cooperation 15.8%, helping parents solve their problems 14.7%, and interest 11.5%.
• The total positive characteristics in the children’s relation ship toward the parents was 71.4%, verbal 28.5%, and behavioral 71.4%.
• The negative characteristics in the children’s relationship with their parents were rebellion 60.5%, ignoring 26.3%, verbal 27.7 %, behavioral 25%, and refusal to cooperate 13.2%.
• The most social problems faced by American families were due to marital disputes and feelings of insecurity at 11.9 %. This is due to the threat of some criminals to family members in some sample films, feelings of loneliness 11.1%, the absence of one parent 6.34%, the conflict between parents and children, mistreatment of the children by the father 5.55%, husband control 4.76 %, jealousy and suspicion among family members 3.96%, accusing a family member in one of the crimes 3.17%, a family member injured in an accident 2.38%, and finally the problem of divorce by 0.79%.
• Regarding dealing with social problems, the method of dialogue and discussion was 33.8%. It was most common for children to use dialogue in 50% of all the methods used by children to solve their problems. The use of physical violence was 13.7%; the father used this method most 15.4%. The threat of violence is 11.3%, call the police is 10.5%, and the dominant style is 10.5%. It was most common for the father to use this method and finally pray to God, contacting a psychologist or social worker by 1.6%. Also, the results indicate that family members take positive steps to find solutions to their social problems. This result agrees with a study by Huisman (2014), which found that drama focused on families’ ability to overcome obstacles and challenges within the family.
• The negative effects of the problems were disintegration and collapse of relations 20.9%, followed by tension between the spouses and between parents and children 17.9%. Psychological disorder of children 13.4%, the stressful relationship between mother and children 11.9%, hatred of parents by their children 8.95%, and finally, children’s fear of the idea of ​​marriage 2.98%.
• The positive effects of success in work were at 35.6%, cooperation to solve the problem at 25.4%, stress reduction at 20.3%, family bonding at 16.9%, and success in school 1.69%.
• The previous results indicate a positive impact on family members when they face problems together. Lessons are learned, and links between family members are strengthened, motivating them to achieve more success in their work.
• Positive values ​​came at a higher rate (55.8%) than the total negative values (44.2%) ​​ in the sample films. The positive social values at ​ 61.7% show a high percentage of interest in American films, presenting a positive American family image. The negative economic values ​​were at 52.9% and negative political values ​​at 53.2%, while the positive cultural values ​​were higher than the negative cultural values ​​at 53.7%. As a result of interesting films focusing on the culture of American society in general, this reflects the reality.
• The social value of mutual respect among family members came as positive at 12.3%, followed by take responsibility at 11.9%, verbal at 12.7%, behavioral at 11.3%., Patience and probability 11.5%, ambition and desire for reform, sacrifice for others 9.3%, followed by defending the right, strength and courage in the service of good 8.81%, honesty 8.8%, and faith in God 1.7%.
• Generally, the behavioral ratio of the values presentation (58.6%) is higher than that of the verbal method (41.4%). This shows the scriptwriters’ interest in strengthening positive values through the actions of American family members more than through dialogue or words only in the film’s sample study. Thus, the values are more established in the viewer’s mind.
• The sentence of work perfection is the first of the positive economic value 27%, (verbal method) 31.8%, (behavioral method) 15.4%, followed by respect for work 22.9%, came in verbal form 31.8% and in behavioral form 15.4%, then (time estimate) 20.8%. (increasing of production) 12.5% ​​, followed by (respect for private property) and (respect for public property) 8.3%.
• Generally, the percentage of behavior (54.2%) in presenting positive economic values ​​is higher than the verbal method (45.8%), where the drama is often based on simulation and representation rather than dialogue and narration.
• The expression “human rights interest” came first on the list of positive political values (40.9%), presented verbally at 53.8% and behaviorally at 22.2%. Loyalty and belonging to the homeland came next (31.8%), presented in verbal form 30.7% and in behavioral form 33.3%; citizens respect the law and the application of the law to everyone13.6%.
• The verbal (59.1%) ratio in presenting positive political values was higher than the behavioral (40.9%) since these statements came within the dialogue between the dramatic characters.
• The term “practicality, efficiency” was first on the list of positive cultural values (14.3%) and was presented in verbal form 13.2% followed by directness, openness, honesty 12.9%, self-help 12.1%, volunteerism 12.5%, independence, and privacy 8.9%, future orientation 7.1% this indicates to most of the films sample study focused on social issues.
• The expression selfish is the first of negative social values ​​at 16.6%, in terms of verbal form at 9.8%; behavioral form 11.1%; inability to face problems at 15.6%, irresponsibility 14%, followed by weak family relations 14.8%, in behavioral form 15.5%; weakness 12.7%, came in verbal form 13.7% and in behavioral form 12.2%; distance from God 12.05%. Finally, the lack of respect for the system’s rules and cleanliness reached 4.3%.
• In general, the behavioral ratio of 63.8% in the presentation of negative social values ​​was higher than the verbal ratio of 36.2%. The expression of the struggle against money was at the top of the negative economic values ​​(38.8%) in terms of verbal form (75%) and behavior (32.6%), followed by lack of interest in time (16.6%), verbal expression (2.2%) and behavioral (22.2%). The percentage of behavioral (85.2%) in presenting negative economic values ​​is higher than the verbal method (14.8%).
• Disrespect for the law is the only negative political value presented among the other negative political values ​​, such as strife between the classes, disloyalty to the homeland, inequality among citizens, and lack of attention to human rights. None of these statements was mentioned in the American social films sample.
• The lack of morals was first among negative cultural values at 18.7%, verbally at 14.9%, behavioral at 22.2%, followed by bad habits at 18.6%, verbally at 17.0%, in behavioral at 20.2%, lack of discussion at 11.9%, lack of empathy 7.3% and finally gossip 3.1%.
• The most positive values ​​were 43.5% of the total positive values ​​in the sample films, followed by cultural values ​​at 42.9%, economic values ​​at 9.2%, and political values ​​at 4.2%. This is due to the nature of the film sample study, which dealt with social stories about the American family, and therefore, social values ​​are at the forefront of positive values.
• The negative cultural values ​​were represented by the negative values ​​presented in the films of the study sample by 46.7%, followed by social values ​​at 34.1%, economic values ​​decreased by 13.1%, and political values ​​by 6.1% due to the film focus on the decrease of some cultural values ​​such as the lack of morals and the lack of dialogue and discussion in several dramatic scenes.

Discussion

                In our world now, different cultures and means of communication have interlaced and started to increasingly affect each other, leading communication, and culture to transform into organic structures that feed each other. The culture in which individuals socialize also determines their ways of communication (Seyfi & Güven, 2016). According to this, it is very easy to transfer the American culture to Egyptian society through movies on YouTube, Facebook, and other websites. All these means of media provide all the new American movies up to date to all the viewers worldwide. This led us to interpret some matters in the current study.

The results generally reflect a positive image of the American family represented in Egyptian cinema; it supposes that the viewer’s perception is consistent with the image presented in movies. However, most Arabic studies indicate that viewers have a negative image of American society. This means that the image in their minds differs from American T.V.’s.

Although cultivation research refers to the ability of drama to perceive the social reality and shape attitudes between different groups, it is not the only means to affect viewers.

Many factors influence attitudes and thoughts. As this study concludes, most American families portrayed in the sample study are interconnected, although the Egyptian drama portrayed the American family as disconnected.

           Also, an American study found that the rate of domestic violence is decreasing, but it is still a widespread problem. In 2010 there were approximately 907,000 nonfatal instances of victimization between intimate partners, including rape, sexual assault, robbery, aggravated assault, and simple assault, and 1.095 women were killed by an intimate partner” (Huntington, 2015, p.11); this means that the portrayals of an American family in movies differ from real life.

            The results indicate that most of the sample study presents a family consisting of married parents, but actual life indicates that nearly 41 % of all children were born to unmarried parents in 2013; unmarried parents are generally younger, lower income, and have lower levels of educational attainment than married parents” (Huntington, 2015, p.1).

          The current study found that there is a positive relationship between parents and kids (78.6%), but new research indicates that in 2011, the child welfare system documented 676.569 victims of child abuse. A national survey sponsored by the U.S. Department of Justice found that one in four children witnessed family violence during childhood, and one in nine was exposed to family violence; the vast majority of children saw, not just heard, the violence” (Huntington, 2015, p.11). This means that American movies are interested in presenting positive portrayals of the relationship between kids and parents and neglect, family violence, and abuse. Only one movie (Escaping Dad) in the sample study discusses the problem of a wife who suffers from her husband’s violent abuse.

            The results indicate that the percentage of unemployment is 25% in the sample study, and the economic level is low at 17%. These results are consistent with the American statistics, which indicate that 14.5% of the U.S. population lives below the poverty line or nearly one in five children have insufficient food, with 15% of all households with children experiencing food insecurity in 2011″ (Huntington, 2015, p.12)

            The results indicate that the total positive values were (55.8%) which means that the American movie makers are interested in presenting a good image of the American family.

       Generally, supporting positive values in movies the whole family watches is good. Social stories are preferred by Egyptian viewers, who feel sympathy for their characters. Most of the Egyptian population does not visit the American society. Still, they acquire their information from the mass media, especially movies, because the news broadcasting presents only the political or economic life in the U.S. Still, the social life is presented by drama. So, drama is the most important means of communicating with people and cultures; it helps people understand the different cultures and make strong relationships between them. Filmmakers who present the positive values in American society will help others have positive attitudes towards the American family.

Drama should be a mirror of reality, and the social reality includes good and evil. Movies should present the two faces, but most American Action movies exaggerate in presenting the criminology and horrific murders. This leads a viewer to believe that American society is unsafe.

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