m, ”cw? .. W, “C . "I'm. «7‘3 ~£34m" \J. i‘T-~.73.3 Mass Media Exposure ._4p Foreign Broadcasts Income Positive Attitudes Toward odernization EducatiOn .__9 Foreign Travel .__; Physical Mobility Employment Figure 2. Background Variables and Processes Research Method In order to understand the change and development that have taken place in the Al-Baha region, a survey was conducted using a questionnaire. The following types of questions were 21 asked in an effort to determine specific characteristics of the population and their perceptions of certain elements in- volved in the change process, so as to develop a question- ‘<. naire apprOpriate to deal with the study. What is the socioeconomic status of govern- ment employees in this region? Have these workers traveled outside Saudi Arabia? If so, what countries did they travel to and for what purpose? How many of the government workers own tele- vision sets? ‘What types of programs do television set owners usually watch, and how often? How many of these government employees reg- ularly listen to the radio and what types of programs do they listen to most fre- quently? What types of newspapers and magazines do they most frequently read and how often? How many government workers own telephones? What types of calls (e.g., information giving/ seeking, business, social) are most frequently made from these phones? How necessary have the telephones become to their lives? What types of transportation do these employees use to get to their place of work? What are their attitudes toward the current system of roads, as compared with those which existed in the past? 22 10. How do the government employees perceive the impact of modern communications on change and modernization here? 11. How would they evaluate the impact of the cur- rent system of roads on agricultural and com- mercial development in the region? 12. What medium of communication do they perceive has had the greatest influence on regional modernization (including such media as tele- phones, roads, television, newspapers, etc.)? Answers to the questions posed above will be helpful in evaluating the impact of communication on change, develop- ment and modernization in the Al-Baha area. The answers will also be interesting in terms of how they interact with each other to produce positive attitudes toward development, and therefore promote deve10pment. Survey data will provide helpful information toward determining which elements have been most influential in bringing about change. Description of the Study Area The Al-Baha region is in one of Saudi Arabia's five geographical regions which are Hijaz, or the western region; Asir, or the southwestern region; Najd, or the central re- gion; Alhasa, or the eastern region; and Hail, or the north- ern region. The total area of Al-Baha, as given in a pam- phlet entitled Glances from Al-Baha, is equal to 36,000 sq. 23 km (See Figure 3). Of Al-Baha's physical features, perhaps the most ob- vious is that it is primarily a mountainous region (Mugram, 1973: 10; Al-Shomrany, 1980: 28; and Nasser, 1976: 74). Mu- gram described the Assarah region, in which the Al-Baha re- gion is located, as A narrow and elongated stretch of rugged land that runs along the top and to the east of the fault escarpment of the Red Sea Rift in the western part of Saudi Arabia. The area extends from the Yemeni border in the south to Al-Hada northwest of Taif, where the physical continuity of the chain of mountains breaks into less elevated terrain. AleShomrany, on the other hand, described Assarah as a high mountainous belt. It forms a prominent topographic feature in the Arabian Shield. The width and elevation of this region increases steadily toward the south. Most of the area lies at an altitude of about 2,000 meters. Nasser argued that the topographical setting of this mountain town makes great demands on urban planners, with the present mun- icipal layout needing some adjustments. The presence and traditional importance of the former capitols, Baljurashi and Zafer, tends to divert attention from Al-Baha and dim- inish it's functions as the leading administrative center. Geographically, Al-Baha is located at a high altitude. It has both favorable and unfavorable weather conditions, 24 ADMINISTRATIVE DIVISIONS An Nabk 7"."\ \ ,_\ Arar JDI -\-_Q .‘ K OSakakah I ‘ :QURAYYATlJAWF" 4°“ ./-.., :Tabuk , ’i__ 1,):- km. '2” 7‘- ’4; / :._. TAP.U\K ‘\ .Hall $.\/ ”x \—. ‘, HAIL /'\JI\‘ I // .Buraldah\\ ‘ \) ' // Umm Lalj , L_ _< GAS}M\ J A” Hufuf. . Medln‘é\__/ 0“”th Yanbu Al Bahr MEDINA I: CA," I || ‘9 "\,_ I’ I Al Khaelreh I | ’ ’ \a RIYADH . O V A 1' RN I MECCA ”5 I E S E | ddha Mecca ‘ I . .OTaH oRanyah I ! I ,y {2330 Qalat Blehah [I PROVINCE | d" )1 ASIR )\-___- ! «)7 .Khamle Mushayd I", A.b x" :3; ”(N NAJRAN ,’ .,. e.14'f'~"‘NaIran .I” Jg'IzaIn If ................ , l \, . . \ n O CAPITALS KM 0 IMPORTANT cmes Source: Blndagll (1978). FIGURE 3. Map of Saudi Arabia 25 that vary by season and location. The climate of the region is dependent on the movement of the inter-tropical front and affected by the geographic features of the region (See Figure 4). In the winter the weather is cold and in the summer it is apt to be warm and humid. Rainfall, unfortunately, is concentrated mainly on the western slope of the escarpment and up in the highland areas. The annual rainfall is estimated to range between 5-20 cm., depending greatly on the partic- ular area of the region. Population As the size of the region has already been discussed, it should be apparent that the population of this area will not be as large as in it's neighboring regions, Asir and Jizan. The 1978 census revealed that the population of the Al-Baha region was approximately 232,560 people. In contrast, the Asir and Jizan inhabitants (Census of 1972) are numbered at 520,000 and 655,000 respectively (Nasser, 1976). Socioeconomic Characteristics Historically speaking, it is known that the people of Al—Baha became known as a community during the era when the Kingdom of Saudi Arabia was established. Since the estab- lishment of the Kingdom, the southwest regions, such as Al— 26 THE HIGHLAND OF GHAMID AND ZAHRAN MAIN VILLAGES u u r fl ESCARPMENT 0'. \ , :4 ;B;:LJoaAy-Iv\ LIMIT OF HIGHLAND '°‘ . , :, - OF GHAMID AND ZAHRAN ———— 1900 METER CONTOUR (approx.) «_Q-%- onIs 0 30 KM Source: Mughram (1 973). Figure 4. Map of Al-Baha Region 27 Baha and Asir, have lost a great deal of their tribal line- age and identity. At this particular juncture an established governmental system of law and order came into being in the area. According to Nasser (1976: 78), law and order Were established in places which had previously seen only tribal feuds and war. Freedom of movement was guaranteed and fear for life and property were lessened as security was ensured. Health care, education and other government services brought a new outlook among the inhabitants. New attitudes acceler- ated the emergence of a more modern society with unprece- dented possibilities and expectations. We also find that due to this government involvement in the affairs of this region, the traditional agricultural system to a large extent has been transformed. With regard to the economy of the area, the climatic conditions have been one of the few major factors causing problems that affect agricultural activities. Since some parts of the region are cool and semi-dry, agricultural activities are circumscribed by the necessity of irrigation and irrigation facilities. In this matter, the government of-Saudi Arabia has been ex- tensively involved in trying to assist the farmers through the central planning organization. As Nasser (1979: 36) has indicated, In this region two consulting organizations, 28 Sogreah and Italconsult, worked on a contract with the central planning organization and gave assessments for the mid-19605. Some 150,000 ha (about 375,000 acres) of land was devoted to irrigated agriculture in the re- gion, and either permanently or regularly in- terrupted by fallow periods. As a natural result of the intrusions of the national government, the tribal community of the Al-Baha region has lost power. Even so, the tribal structure and the feeling of belonging to a tribal group has been preserved. Local organization, as far as the Al-Baha people are concerned, is characterized by kinship. The ownership of any kind of property, whether private or public, is still determined by family rather than individual interests. The most signifi- cant aspect, however, is that the systems of extended family is very much maintained; and is still regarded as the most' essential part of the society's cohesion. An important question Saudi society will have to face in the near future is: How long will this kind of cohesive feeling of belong- ing and the system of extended family last in such a rela- tively Open society, undergoing rapid modernization and de- velopment? Population and Sampling Strategy In order to investigate the change and modernization that have taken place in this region it seemed most useful 29 to conduct a field survey. Such study was intended to deter— mine the perceptions of the population regarding this change. To elicit this information apprOpriate questionnaires were prepared and distributed to a sample drawn from governmental workers in the area. There are approximately 20 governmental agencies in the town of Al-Baha, capitol of Al-Baha region (See Appendix A). Out of these 20 agencies the researcher drew 10 agencies randomly for the study survey (Table 1). Table 1. List of the Ten Agencies Selected 3 Agency No. Employment by Agency Rigggigegis 1 Education 33 2 Agricultural 20 3 Court 8 4 Police 10 5 Municipality 21 6 Health Department 8 7 District Governor 15 8 Transportation . 15 9 Finance Department 10 10 - Immigration 10 30 Each of these 10 agencies prepared and provided a list of all persons employed by the agency, yielding a total of approximately 800 government workers who were po- tential study subjects. To determine the number of workers from each agency to be included .in the sample, the percent- age of the 800 total workers that each agency employed was computed. After determining the number of sample subjects to be drawn from each agency, random selections were made from each agency's list of employees (Blalock, 1979). This provided a total sample of about 200 subjects. Factors taken into consideration in determining the size of the sample included survey costs, time limitations and the potential respondents' levels of comprehension. Data Collection and Analysis Data collection was accomplished using a survey ques- tionnaire (See Appendix B). Questions were designed to elicit characteristics of government employees in the Al-Baha region and how these workers perceived the change in their community. Since the native language of the respondents is Arabic, the questions were designed in the English language, then trans- lated to the Arabic language. Out of the 200 questionnaires distributed, 150 were returned. The survey was carried out 31 During the summer of 1980. In examining the employees' attitudes toward recent community development, a frequency analysis, correlation coefficients and correlation matrix were used. The Michigan State University computer was em- ployed for analysis of the subjects' responses. CHAPTER III FINDINGS AND ANALYSIS In order to assess the impact of change and develop— ment on attitudes held by government employees in the Al-Baha region in Saudi Arabia, a survey was conducted which exam- ined subjects' attitudes on different aspects of modern de- velopment. Discussion in this chapter is focused on (1) the socioeconomic status of government employees; (2) inter- correlation of age, income, education, and employment; (3) a correlation matrix of selected variables; (4) workers' ex- posure to mass media (domestic and foreign); and (5) the respondents' attitudes toward modernization and development in the region. The Socioeconomic Status of Respondents One hundred and fifty responses were obtained from the ten agencies surveyed (See Table 2). The number of re- sponses per agency averaged fifteen, with three agencies providing more than the average number of respondents and five agencies providing less than the average number of re- spondents. The highest participation was provided by the Educational Agency, the Agricultural Agency, the Municipal Agency, the District Governors, and the Transportation Agemqp 32 Table 2. Respondents' 33 Employment by Agencies Agencies Number one FI'Coetnatl Education 33 22.0% Agricultural 20 13.3% Court 8 5.3% Police 10 6.7% Municipality 21 14.0% Health Department 8 5.3% District Governor 15 10.0% Transportation 15 10.0% Finance Department 10 6.7% Immigration 10 6.7% Total 150 100.0% 34 The survey results, summarized in Table 3, reveal that the majority of respondents (51.3 percent) were between the ages of 31 to 40. The next largest age group was 21 to 30. These two groups comprised roughly 85 percent of the respon- dents. Roughly, ninety-three percent of the respondents re- ported that they were married. A high marriage rate is the general situation in Saudi Arabia as a whole and in the A1- Baha region, in particular, where people of both sexes marry early. Ninety-six percent of the respondents were born in the Al-Baha region; meaning that most of them are familiar with regional changes taking place over time. As mentioned, the people tend to marry early, so it is not surprising that about 74 percent of the sample reported a family size of 4 to 8 persons. Only 17 percent reported a family size larger than 8 persons. The survey results summarized in Table 4 reveal that roughly 69 percent of the respondents make more than $899 a month while 19 percent of the subjects make $700 to $899 a month; 11 percent’make $500 to $699 and 2 percent of the respondents make $300 to $499 a month. The majority of the respondents fell within the highest category. These high salaries occur because the government of Saudi Arabia encourages people to work in the government instead of 35 Table 3. Age of Respondents Age Number one Ecoetnatl 18 to 20 4 2.7% 21 to 25 30 20.0% 26 to 30 21 14.0% 31 to 35 43 28.7% 36 to 40 34 I 22.7% More than 40 18 12.0% Total 150 100.0% private businesses and enables them to more than meet the requirements of life. Of the 150 subjects in the sample only 16 percent had been in Al-Baha less than five years, with nearly 5 percent living there five to ten years, and 79 percent of the sub- jects reporting more than ten years of residence in the re- gion. Once again, this suggests that most of the respondents were familiar with change and deve10pment that has been tak- ing place in the region. Even some of the respndents who 36 Table 4. Respondents' Income Levels Percent Level of Income Number of Total $300 to 3499* 3 2.0% $500 to $699 16 10.0% $700 to $899 28 18.7% More than $899 103 68.7% Total 150 100.0% *One United States dollar equals 3.5 Saudi riyals. reported that they had lived in the region for less than ten years had lived there earlier but had moved to urban areas and then returned to the region. Table 5 shows that all respondents had elementary school education. (90 percent) had completed at least a middle tion while roughly 55 percent of those had at The majority of at least an respondents school educa- 1east a high school education and about 21 percent had completed college. One percent had a graduate level education. While all the 37 Table 5. Respondents' Level of Education . ‘ Percent Level of Education Number of Total Elementary School ' 15 10.0% Middle School 53 35.3% High School 50 33.3% College (Both under- graduate and graduate) 32 21.3% Total 150 . 100.0% respondents had at least some education, they are not repre- sentative of the area population as a whole becauSe all re- spondents are working in government agencies and have to have at least an elementary school education in order to be em- ployed. The percentage of those with graduate level college educations is very low because there is no college or higher education facility in the area. High school graduates have to go to the urban areas to undertake higher education. Age, Income, Education and Employment Table 6 shows that the 18—20 age group had only one 38 Table 6. Age of Respondents by Income . Income Age' $300-$499 $500-$699 $700-$899 $899 or More Total 18-20 0.7% 1.3% 0.0% 0.7% 2.7% (l) (2) (0) (l) (4) 21-30 0.7% 7.3% 9.3% 16.7% 34.0% (1) (ll) (14) (25) (51) 31-40 0.7% 1.3% 7.4% 42.0% 51.3% (1) (2) (ll) (63) (77) Over 40 0.0% 0.7% 2.0% 9.3% 12.0% (0) (l) (3) (14) (18) Total 2.0% 10.7% 18.7% 68.7% 100.0% (3) (16) (28) (103) (150) r = .39 2 x is significant at .10 level. . 'k subject, receiving more than $699 a month. The 31-40 age * . Unfortunately, the 18-20 age group had only four respon- dents and the $300-499 income group had only three respondents. The reader must be cautious in drawing conclusions about these two groups. 39 group had 76.5 percent making more flun1$699 a month. Of the 31-40 group 96 percent received more than $699 a month. It is apparent that the older employees received higher salaries than those who were younger because they have been working these agencies for a longer period of time and have more ex- perience in government jobs than the younger people. In Saudi Arabian government posts, advancement is primarily by seni- ority. Ranking those receiving the top salaries, they were most numerous in the 31-40 age group, the 21-30 age group ranked second in high salaried employees, the over 40 group received the top salaries. However, it should be remembered that our sample tends to favor well paid, upper middle class workers in general. In Table 7 it is apparent that 100 percent of the 18-20 age group had, at least, completed elementary school. 92 percent of the 21—30 group had gone beyond that level, 89.6 percent of the.31-40wgroup had gone beyond that level, and 83 percent of the over 40 group had gone beyond elemen- tary school.: Numerically, the 31-40 age group had the most subjects with an elementary school education, but it is appar- ent that, in general, more of the younger subjects tended to be educated beyond the elementary school level. 40 Table 7. Respondents Ages by Level of Education College Age . Elementary Middle High or More Total 18-20 0.0% 1.3% 1.3% 0.0% 2.7% (0) (2) (2) (0) (4) 21-30 2.7% 8.7% 11.3% 11.3% 34.0% (4) (13) (l7) (17) (51) 31—40 5.3% 19.3% 17.3% 8.0% 49.9% (8) (29) (26) (12) (77) Over 40 2.0% 6.0% 3.3% 0.7% 12.0% (3) (9) (5) (1) (18) Total 10.0% 35.3% 33.3% 21.3% 100.0% (15) (53) (50) (32) (150) r = -.23 x2 is significant at .10 level. Subjects with a middle school education only comprise 50 percent of the 18—20 group, 25 percent of the 21-30 group, 37.6 percent of the 31-40 group and 50 percent of the over 40 group. It was expected that the 18-20 group would tend to 41 consist mostly of high school graduates, but this was not so and perhaps economic necessity prevented them from achiev- ing that level of education. Of the 21-30 age group 25 per— cent had only a middle school education, suggesting that this group has had more opportunity to go on to high school. Of course, this age group is also old enough for some sub- jects to have completed a college education, unlike the 18-20 age group. Subjects who had completed college comprised, as we would expect, none of the 18-20 age group, 33.3 percent of the 21-30 group, 15.5 percent of the 31-40 group, and 5.5 percent of the over 40 age group. However, the younger workers tended to dominate this category, with the 21-30 age group having more subjects in this category than the other groups. This is what we would expect, considering that older people had little opportunity to get a college or grad- uate education, and those aged 18-20 are not old enough to have completed college. Respondents in the 21-30 group have benefitted from the liberal educational support granted by the Saudi Arabian government. It is this generation which will probably become the major change agents of Saudi society. Many of them have received a foreign education or have trav- elled abroad. These experiences enable them to carry back 42 to Saudi Arabia new ideas and practices advancing the pace of social change within the country. In Table 8 it is apparent that the Education Agency has more workers in the 21-30 and 31-40 age groups and fewer in the over 40 age bracket, while the Agricultural Agency has more workers 31 and over and fewer in the under 31 range. The Court Agency also has more workers in the 31 and over range and fewer in the under 31 ranges. The Police Agency has more under 31 workers and fewer over 31 workers. The Municipal Agency also has more workers 18-30 years old and fewer over the age of 31. The Health Agency has more workers 31-40 years old and fewer in both the under 31 and over 40 ranges. The District Governor's office has more workers in the 18-30 range and fewer in the over 40 range. The num- ber in the 31-40 range is average. The Transportation Agency has more workers aged 21-30 and more over 40 workers and fewer in 31-40 range. The Finance Agency has more in the 31 and older ranges and fewer in the 21-30 age range. Immigration has more in the 31-40 age range and fewer in 21-30 brackets. In the correlation between income and education (See Table 9) we see that subjects in the $300-$499 wage range tended to have a middle school education (66.7 percent) as did subjects in the $500-$699 range (50 percent). Subjects in the $700-$899 range tended most often to have a middle or 43 Table 8. Age of Respondents by Agency Age 18-20 21-30 31-40 Over 40 Agency Yrs Yrs Yrs Yrs Total Education 0.0% 10.7% 10.7% 0.7% 22.0% (0) (l6) (16) (l) (33) Agricultural 0.0% 2.0% 8.7% 2.7% 13.3% (0) (3) (13) (4) (70) Court 0.0% 0.0% 4.0% 1.3% 5.3% (0) (0) (6) (2) (8) Police 0.7% 3.3% 2.02% 1.3% 5.3% (1) (5) (3) (l) (10) Municipality 0.7% 9.3% 3.3% 0.7% 14.0% (1) (14) (5) (1) (21) Health 0.0% 0.7% 4.7% 0.0% 5.3% (0) (l) (7) (0) (8) District Governor 0.7% 3.3% 5.3% 0.7% 10.0% (1) (5) (8) (l) (15) Transportation 0.0% 2.7% 4.0% 3.3% 10.0% (0) (4) (6) (5) (15) Finance 0.0% 0.7% 4.7% 1.3% 6.7% (0) (1) (7) (2) (10) Immigration 0.7% 1.3% 4.0% 0.7% 6.7% (1) (2) (6) (4) ' (10) Total 2.7% 34.0% 51.3% 12.0% 100.0% (4) (51) (77) (17) (150) 44 Table 9. Income of Respondents by Education Level of , I Elementary Middle High College Higher Total ncome $300—499 0.0% 1.3% 0.0% . .7% 0.0% 2.0% (0) (2) (0) (l) (0) (3) $500-699 2.0% 5.3% 2.7% 7% 0.0% 10.7% (3) (8) (4) (1) (0)1 (16) $700-899 2.7% 6.7% 6.7% 2.7% 0.0% 18.7% (4) (10) (10) (4) (0) (28) Over $899 5.3% 22.0% 24.0% 16.0% 1.3% 68% (8) (33) (36) (24) (2) (103) Total 10.0% 35.3% 33.3% 20.0% 1.3% 100.0% (15) (53) (50) (30) (2) (150) high school level education (35.7 percent) and subjects in the over $899 range tended to have a middle school (31.4 per- cent) or high school (34.3 percent) education. Looking only at those with a college education, it is apparent that 82.4 percent earn over $899, 11.8 percent earn $700-$899, roughly 3 percent earn $300-$499. In the majority of cases, higher 45 education is rewarded with higher income. However, the fact that some of the college educated workers earn lower salaries reflects their relatively recent graduations and a lack of other income generating assets. Correlation of income figures for workers in ten government agencies in Table 10 shows that the majority of the respondents (69 percent) earn more than $899 per month and relative few people earn $300-$500 per month. This means that income levels are very high for government workers, not only in the Al-Baha region, but in Saudi Arabia as a whole. In Table 11 the intercorrelation of education data for workers in ten government agencies shows that the Educa- tion Agency, has more high school and college graduates and fewer peOple who have graduated only from elementary and middle schools. The Agricultural Agency has more high school and elementary graduates and fewer college and middle school graduates. The Court Agency has more high school and college graduates and slightly fewer elementary and middle school graduates. In the Police Agency there are no important var- iation except slightly fewer college, high school and middle schodl graduates. The Municipal Agency has twice as many middle school graduates as the norm, and fewer high school graduates and college graduates. The Health Agency has more high school ASAAV Acne Aoao Ange Ange. 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Analysis of Correlations of Seventeen Selected Variables In Table 12 we can see that as age increased there was some tendency for income, education and positive atti- tudes about communication as a means of modernization to in- crease. Also, as age increased the tendency increased to travel for health purposes, as opposed to pleasure or work reasons. As age decreased, the tendency for higher educa- tion, to know a foreign language and to listen to radio in— creased. Roughly 40 percent of the variations between age groups are accounted for by the variables. Of course, it is obvious that other factors, like agency policy and duration of employment by the agency, can affect age variations among our sample, but these variables do show how age relates to these activities. Eight out of 16 selected variables cor- related significantly with age. 49 dungeon-coca I : undue—ounce aceuuuucu«o=~ I am noon uc nod. no huuuuneaoamc II ccuueuucal . 1.8 no 5:5: eo.l II ccuueuucalleo .I . II cameo cacao do So touch ueouuo>o . . . . II nus-nocao cu no cm a ocogaeuoh . .I . . :- weaved: women mg a no mm a «a nose: cuuoucm . . . . . II mauveuu women no no on a mu a mu c Ieaoz we hucoaaouh O O I- O O I 'l ‘cdafiu.dd No nu a «a «0 an no caves cuueuch .I .I .I .I L c~.| 0°.I II saddened; do an a :0 no so caves . . .- . . . 2. 3. I 9:33» go «a a no no «N a on a e >H cuuouou S.- 3.“ 8r .8.- 8. 2..- S.- 2.. 2.“ - 9:83 E. S.- 8. «a... 8. R... an... 2.. z..- 8. 8.. . - 325...... 2 S. 2. 8. S. a... 3.. an.“ 8 - 2 S - codnnflé 8i 3. 3.. S... 2... 2.. G... 2..- S... 3... on... a - 322;. . .I .I .I . :- 00.: no.I no. so. do. mu. «0. :- evaded-ea mm a do no we cu no . we nuances: No.I no.I NN.I nu.| nn.I nn.u on.“ no. no.1 ou.l on.“ onul an.“ n:.: It dowueusvu o e a- o o o 0' 0' e- 0' o o ..l. 0 no. . no.I nu.“ an n I on a on a on no 5: cu No cu a nu c ea a one cm 0 0 O I- O- O O 0' O 0' O 5' o . NH.“ «0.! . 8. MO. ac g I 50 n.— t nu t 0H nu c nu C NO MN MN c an a 2 3 go .a .a .a .A.a . 1. 1a a .. a sales m .. m m .1 fr .1. ... ....m n mu .. u... a . .- .. m... .. m m .... m .. mm mm a» a“ a . u .. ”.m. n .d 3 a a. c. o e m . . .... m a .. .. . n . u n .. .. m. a o cuedquonuu cede-nucucvox cu cue-can» use nouaeuue> ucaouusuen acne: no Nana-x cauueueuuco .N~ ounah 50 In this chapter the intention is to summarize the basic findings. Detail here is necessary to acquaint readers in Saudi Arabia with these findings. As income increases age, education and duration of residence tend to increase. Traveling for pleasure, reading newspapers, owning a telephone and making overseas calls also increase. On the other hand, as income increases, foreign radio listening tends to decrease. This means that higher income employees tend to be older, more educated and long time residents of Al-Baha. Persons with higher incomes also tend to use foreign radio less and newspapers more, but age is also a probable factor in this. .There were seven significant correlations out of 16 selected variables. Income was positively correlated with education, duration of residence, and frequency of radio lis- tening; and negatively correlated with travel, overseas calls and foreign radio listening. As education increases income, foreign language pro- ficiency, foreign radio listening, newspaper reading, tele- phone ownership and overseas calls increase. Travel for work or pleasure also tends to increase with education. As education increases, age tends to decrease. Education was negatively correlated with travel, overseas calls, purpose of travel and radio listening. 51 Age, income and the tendency to select more than one medium of communication increase as years of residence in Al-Baha increase. These three correlations explained nine percent of the variation in duration of residence. This means that the longer sample subjects lived in Al-Baha, the more they are older, have higher incomes and hold positive attitudes toward the contributions of several communication media to development. Persons who had not travelled outside of Saudi Arabia tended not to know a foreign language, not to listen to foreign radio, not to read foreign newspapers and not to own telephones or make overseas calls. They also read news- papers less often, and avoided foreign T.V. Those who did not travel also have less income and education. Traveling was positively correlated with foreign language proficiency; T.V., as well as foreign T.V. viewing; newspaper reading; telephone ownership and overseas calls. Persons who travel for health purposes are older, read newspapers less often and listen to radio less often. These interrelationships reflect the Saudi policy of providing med- ical care abroad if it is not available locally. These three variables account for 21 percent of the variation in the pur- pose of travel category. 52 Persons who do not speak a foreign language are older, less frequent newspaper readers, non-travelers, non-readers of foreign newspapers, and do not make overseas phone calls. They have less education as well. Foreign language speaking was positively correlated with newspaper reading, overseas calls, foreign T.V. viewing, frequency of newspaper reading and foreign newspaper reading. The more people watched T.V., the less they travelled and listened to foreign radio. They also have stronger atti- tudes about communication. Persons who listen to radio more frequently also watch‘more T.V. They are younger, travel more and have stronger attitudes about communication. These four vari- ables accounted for 15 percent of the variance in radio lis- tening. Those who listen to foreign radio also travel more. They were more apt to know foreign languages, watch more foreign T.V., read foreign newspapers, and have higher edu- cations. Listening to foreign radio was positively corre- lated with foreign newspaper reading and communication im- pact. Persons who read the newspapers less frequently also do not travel or know foreign languages. When they did travel, it tended to be for health or employment purposes. They do not read foreign newspapers, own a telephone or make 53 overseas calls. These people were apt to be less educated and to have less income. Foreign newspaper reading, tele- phone ownership and overseas calls show significant posi- tive correlations with newspaper reading. Income and edu- cation are negatively correlated, but significant. Persons who read foreign newspapers also travel, know a foreign language, read newspapers more often, make over- seas calls, and hold positive attitudes about media for com- munications. They also are more educated. These variables accounted for 49 percent of the variance in foreign newspaper reading. Persons who own a telephone travel, read foreign news- papers and make overseas calls. They also have high incomes and more extensive educations. Foreign newspaper reading and overseas calls are positively correlated with telephone ownership. Income and education were negatively correlated. Persons making overseas calls travel, know a foreign language, read newspapers more often and own telephones. They also have higher incomes and more extensive educations. Persons who held strong positive attitudes about the role of communication in modernization view foreign T.V. and listen to foreign radio. They also watch more T.V. and listen to less radio. Persons selectingeanumber of media on this question 54 are long term residents of the Al-Baha region. They also tend to be young. Exposure to Mass Media (Domestic and Foreign) The spread of mass media into the region has been very recent, especially television, even though all respondents reported that they own a television set. Roughly 95 percent of the sample considered television an important medium; of those who consider it important, about 27 percent thought it was very important as a source of information. In regard to the frequency of T.V. watching, 56 per- cent of the respondents reported that they watch T.V. less than two hours a day. Forty-four percent watch T.V. more than two hours with no respondents watching more than five hours a day. Ninety-eight percent or the majority of respon- dents watch T.V. less than three hours per day because most go to their jobs during the day and when they return home at night, often don't have much time to watch T.V. - In regard to T.V. program preference, about 63 percent of the respondents chose a single type of television pro- gramming as their favorite. Of that 63 percent 45.3 percent chose news programming, 31.6 percent chose religious programming and the remaining 23 percent preferred educational, sports 55 or entertainment programs. If we rank these programs we can classify their preferences as news, religion and the remain- ing others. Another 37 percent of the total sample prefer to watch a variety of programming and report no single type as their favorite. Roughly 17 percent of the sample reported they do not watch foreign T.V. broadcasts. Of the 83 per- cent who do, about 78 percent watch less than one hour per day and roughly 22 percent watch more than one hour of foreign broadcasts per day. The majority of the respondents who re- port they watch foreign broadcasts for one hour or less, do so because most of the programs are movies and they are not interested in such programs. Furthermore, some of these programs are in English or are from other Arab countries, such as Egypt, so that people have difficulty in understand- ing them because of cultural differences. Of the sample population, exactly two-thirds listen to radio less than one hour, one-third listens to more than one hour of radio per day. The majority listen to the radio one hour or less because since television was introduced to the area,people have become more interested in watching T. V. than in listening to the radio. Before television, peOple listened to the radio much more than today. Roughly 63 percent of the respondents chose one type of radio programming as their favorite. As was true for television viewing, newsbroadcasts were the most popular 56 single programs (54 percent), with religious programming ranking next at about 28 percent. Roughly 19 percent of those with a single preference chose education, entertain- ment or sports programming as their favorites. About 37 per- cent of the total sample cited no particular type of program- ming as their favorite. Out of 149 respondents, about 70 percent reported lis-g tening to foreign radio broadcasts, 29 percent did not listen to foreign radio and one case was missing this data. In re- gard to newspaper reading, about 98.7 percent of the sample reported reading newspapers and 1.3 percent said that they do not. Of the respondentsvflm>read newspapers, 48 percent reported reading them several days per week; 47.3 percent reported daily newspaper reading and only 7 percent reported reading them once a week. It seems that the majority read the newspapers frequently, but the problem is that these newspapers are printed in the urban areas, so sometimes people have difficulty getting their newSpapers on the day they are printed. Of 148 newspaper readers, 41.2 percent reported favoring a specific section of the newspaper. Of those sample respondents, 41 percent favored the religious articles and 41 percent favored reading articles that were educational in nature. Political articles at 9.8 percent and science articles at 8.2 percent were those least often 57 preferred. About 58 percent of those reading newspapers had no single subject preference and reported that theyIUked to read all of the articles mentioned. Roughly, 40 percent of those who read newspapers, also reported reading foreign newspapers. Eighty-three percent of the sample respondents who read magazines, reported reading mainly domestic magazines. Seventeen percent reported some exposure to foreign maga— zines as well as domestic (the three missing cases do not read magazines). In regard to the types of books the people read, 55.3 percent of the sample preferred to read general fiction with 24 percent reporting a preference for general non-fiction reading. Of those who cited a specific preference, 21.7per- cent preferred the non-fiction area, political literature was favored by 58.1 percent, with historical literature pre- ferred by 25.8 percent, professional literature preferred by 12.9 percent and the least popular was religious litera- ture at 3.2 percent (one case). In regard to telephone ownership, 42.7 percent of the sample reported owning a telephone; 57.3 percent had no telephone. Those who reported that they do not have tele- phones do not live in Al-Baha itself, but live in the vil- lages outside and come to Al-Baha for their jobs. The tele- 58 phone service has not yet reached their villages. A large majority of 98 percent reported that they consider the telephone important to their daily lives. This means that even the 55 percent of the respondents who re- ported that they do not own a telephone, consider it impor- tant in their daily lives. Thirty-two percent of the sample report making long- distance calls while 68 percent of the respondents do not make long-distance calls. The respondents reported that some of these long-distance calls are outside of Saudi Arabia. The Respondents' Attitudes toward Modernization and Development in the Region In order to determine people's attitudes toward the change and modernization taking place in the region, several questions were asked in the survey. In regard to communi- cations, about 98.6 percent of the respondents felt that the media had helped modernize the region. 1.4 percent of the respondents said they did not know and no one disagreed with the statement (Table 13). The survey results summarized in Table 14 reveal that all respondents think that communication has helped in all areas of develOpment that communication has helped. 59 Table 13. Respondents' Attitudes on the Positive Effects of Communication on Moderniza- tion. Categories Number % of Total Strongly agree 74 49.3% Agree 74 49.3% Don't know 2 1.4% Disagree 0 0.0% Strongly disagree 0 0.0% Total 150 100.0% Table 14. Respondents' Attitudes on the Ways Communication Has Helped the Develop- ment of the Area Areas in which Commun- ication Has Helped Percent Of Total Education .7% (n=1) Economy (and Agriculture) 99.3% (n=l49) Total . , 100.0% (n=150) 60 In regard to road construction, all respondents agree that the road system is better than it was ten years ago. They also agree that the existence of paved roads has made their places of work more accessible. As a result of this, all respondents report that they use their private cars to get to work in spite of the other choices that exist in the area such as taxis and buses. Roughly 98 percent of the respondents agree that roads have helped the agricultural and commercial development of the area, 1.3 percent did not know and there was only .7 percent disagreement (Table 15). Table 15. Respondents' Attitudes Concerning Roads Helping the Agricultural and Commercial DevelOpment in the Region Categories Number % of Total Strongly agree 114 76.0% Agree 33 22.0% Don't know 2 1.3% Disagree 1 .7% Strongly disagree 0 0.0% Total ' 150 100.0% 61 Table 16 shows which medium of communication has had the greatest impact on modernization in the region according to the subjects of this study. About 35 percent of the re- spondents said road construction has had the most impact on development in the area and 64.7 percent report that all the factors mentioned were important in modernizing the region. Table 16. Respondents' Attitudes on the Types of Communication with the Greatest Impact on Development Type of Communication Number % of Total Transportation (Roads, etc.) 53 35.3% Mass Media (T.V., Tele- phone, Newspapers, etc.) 97 64.7% Total 150 100.0% CHAPTER IV SUMMARY AND CONCLUSIONS Saudi Arabia is a country undergoing rapid change and development as a result of the growth of it's natural resources export. Based on this, different sectors have been developed and thus various regions have been trans- formed. Al-Baha region is one of those regions that has experienced this change and develOpment. The objective of the present study was to examine the people's attitudes toward the change and the develop- ment that have been taking place as a result of the im- pact of communication technology. Field work has been conducted to collect the data. Various quantitative methods were employed to analyze the data. Summary of the Findings This study was focused, basically, on three major aspects: (1) communication; (2) transportation; and (3) education. The following are the major findings of this study: 62 63 Findings Regarding the Socioeconomic Status of the Government Workers Ninety-six percent of the one hundred and fifty re- spondents were born in Al-Baha region. The majority of the respondents were between the ages of 31 to 40. Roughly ninety-three percent of the respondents reported that they were married. The majority of respondents reported a family size of 4 to 8 persons. All respondents were employees of government agencies. The majority of respondents make more than $899 per month. Seventy-nine percent of the subjects report more than 10 years of residence in the Al—Baha re- gion. Roughly, 59 percent reported travel outside of Saudi Arabia. Ranking the reasons for travel outside of Saudi Arabia, the most frequently cited reason was to obtain health care. All respondents had at least an elementary school education and the majority of respondents had com- pleted at least middle school. Findings Regarding Mass Media Exposure Roughly, 95 percent of the sample considered televi- sion an important medium and of thosevflx>considered it im- portant as a source of information. In regard to newspaper reading, about 98 percent of the sample reported reading 64 newspapers. About 43 percent of the sample reported own— ing a telephone. An important 98 percent reported that they consider the telephone important to their daily lives, even the peOple who reported that they do not oWn a tele- phone. It seems that these findings would support the hypo— thesis that communications media (e.g., radio and tele- vision, newspapers, and telephones) have influenced change and modernization in the region. Findings Regarding Respondents' Atti- tudes toward Modernization and Develop- ment in the Region About 98 percent of the respondents felt that the media had helped modernize the region. The survey results showed that all respondents think that communication has helped in all areas of develOpment. In regard to road con- struction, all respondents agreed that the road system is better than it was ten years ago. They also agreed that the existence of paved roads has made their places of work more accessible. Roughly, 98 percent of the respondents agreed that roads have helped the agricultural and commer- cial develOpment of the area. From the above findings it is apparent that out of the six hypotheses postulated, three are supported by our findings. 65 The hypothesis regarding the government workers age groups did not differentiauabetween the young and the older people regarding their attitudes toward modernization and develOpment of the region. The hypothesis regarding the level of income was par- tially supported. Income plays an important role in bring- ing about an improved standard of living for most of the population in the region. There were no significant differences in regard to the level of education because government workers have sim- ilar levels of education. It can, therefore, be said that the findings give considerable support to the hypotheses that government workers have positive attitudes about mod- ernization and development in the region. The hypothesis regarding the mass media impact in- cluding radio, television, newspapers and telephones was supported. The findings did support the hypothesis regarding roadcxmstruction and how it has been influential in chang- ing the region and increasing the mobility of the popula- tion. Recommendations Since the main objective of this study was to examine 66 the people's attitudes toward the change and these were generally found to be positive, the researcher would recom- mend that the government put more emphasis on improving facilities. In doing that, the following suggestions are made to achieve Optimum benefit for the area and it's peOple: 1. Build more highways. The existence of these highways would provide greater access to heavy duty trans- port and the service would be quicker and more profitable, not only for the people in the area, but also for the na- tion as a whole. 2. There is a need for higher education because there is no college in the area. Thus, one of the few out— lets for high school graduates is to move out of the area to where the colleges are available. Having a college available would limit this out-migration of young intelli- gent peOple from the area. 3. Al-Baha region, as far as this researcher is concerned, is one of the most beautiful in terms of it's scenery. Therefore, for the place to be able to maintain such natural beauty, the researcher suggests that the govern- ment make this area a-part of a tourist resort. This would provide, not only jobs for the local inhabitants, but create 67 some capital to improve the area further. 4. It is recommended, also, that the government begin to provide some sort of rural development program in the area. This is because improvement of the infrastruc- ture in the area has tripled migration into the city. For the government to limit this problem it should start decen- tralizing the city. In other words, creating some jobs in the outer areas in order to limit this continual process of urban migration. Recommendations for Further Research The researcher recommends further, more detailed, survey research with regard to attitude change among the Al-Baha people. It seems apparent that the more such re- search studies are carried out the better, because they not only provide a clearer understanding about what is taking place in the minds of the Al-Baha people, but also give those peOple the encouragement and incentive to strive for more change. The researcher also believes that the more studies, whether sociological or not, the better, for these studies provide understanding. The study materials become means 68 for the inhabitants to understand what is going on in their own environment and help them become ready to copy with fur- ther change. Carrying out these studies is also one way of provid- ing the literature which, in turn, will stimulate other re— searchers to replicate studies and create additional re- search. As one writer has argued, the problem with conduct- ing meaningful research in the Third World nations is that the data so essential to useful studies is lacking. 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Deutschmann, Paul J. (ed) Communication and Change in Latin America. Frederick A. Prager, publishers, New York: Washington, London, (1968). 69 70 Devos, G. A. Responses to Change--Society, Culture, and Personality. New York: Litton Educational Publishing, Inc. 1976. Dore, R. P. (ed) Aspects of Social Change in Modern Japan, Princeton University Press, New Jersey, 1967. Eisenstadt, S. N. Modernization Protest and Change. Prentice-Hall, Inc., Englewood Cliffs, N. J. 1966. Eisenstadt, S. M. Traditions, Change and Modernity, John Wiley & Sons, New York, 1973. Fus'e, Toymasa. Modernization and Stress in Japan. E.J. Brill, Leiden, The Netherlands, 1975. Glances from Al—Baha. A pamphlet edited by the dis- trict governor. (in Arabic). Gusield, Joseph, "Traditional Modernity: Misplaced Polarities in the Study of Social Charge" Jour- nal of Sociology, 72 (January), 1967, pp. 351- 362. Al-Hegelan, Faisal. Perspective on Saudi Arabia, Royal Embassy of Saudi Arabia, Washington, D. 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Civil Defense 9 . Agricultural Department 19 . Traffic Department 10. Social Security 20. Education Department (females) 75 APPENDIX B QUESTIONNAIRE Type of agency Place of birth What age group of the following do you fall under? 1) 18-20 2) 21-25 3) 26-30 4) 31-35 5) 36-40 6) 40-50 7) 50 and above What is your marital status? 1) single 2) married What is the size of your family? What is your occupation? What is your monthly income? 1) Less than $300 2) $300-$500 3) $500-$699 4) $700-$899 5) More than $1,000 How long have you been in this region? 1) Less than one year 2) 2 to 5 years 3) 5 to 10 years 4) More than 10 years 76 10. ll. 12. l3. 14. 15. 77. Have you been outside of Saudi Arabia? 1) Yes - 2) No If yes, please answer these questions: In what countries? 1) Arabian countries 2) Non-Arabian countries 3) Arabian and non-Arabian countries What was the purpose for travel? 1) Work 2) Pleasure 3) Education 4) Seeking health 5) Other What is your level of education? 1) Elementary school 2) Middle school 3) High school 4) College 5) Graduate or higher What languages do you know besides your native language? 1) English 2) French 3) German 4) None Do you own a television set? 1) Yes 2) No How long do you watch T.V. every day? 16. 17. 18. 19. 20. 1) 2) 3) 78 Less than 2 hours 2-3 hours 3—5 hours What types of programs do you like to watch? 1) 2) 3) 4) 5) 6) How much 1) 2) 3) Religious Sports Education Entertainment News All of the above do you watch foreign broadcasts? Less than one hour More than one hour Do not watch Do you agree or disagree with the following statement? (T.V. is l) 2) 3) 4) 5) an important medium of information) Strongly agree Agree I do not know Disagree Strongly disagree How often do you listen to the radio per day? 1) 2) 3) Less than one hour More than one hour Do not listen Which radio programs do you usually listen to? l) 2) 3) 4) 5) 6) Religious Sports Education Entertainment News All of the above 21. 22. 23. 24. 25. 26. 27. 79 Do you listen to foreign radio broadcasts? 1) Yes 2) No Do you read any newspapers? 1) Yes 2) No How often do you read a newspaper? 1) Every day 2) Several days in a week 3) Once a week 4) None Which part (section) of the newspaper do you usuaLhzreac 1) Religious 2) Science 3) Political 4) Education 5) Domestic 6) All of the above Do you read any foreign newspapers? 1) Yes 2) No How much do you read foreign newspapers each day? 1) Less than one hour 2) One hour 3) More than one hour 0 What types of magazines do you like to read? 1) Domestic 2) Foreign 3) Sports 4) General 5) None 28. 29. 30. 31. 32. 33. 34. 35. 80 What types of books do you usually read? 1) Domestic 2) Foreign What kind of book do you most frequently read? 5-.., 1) Fiction 2) Nonfiction 3) Historical 4) Professional 5) Political 6) Religious Do you have a telephone? 1) Yes 2) No Do you think that the telephone is important in your daily life? 1) Yes 2) No Do you call long distance? 1). Yes 2) No Do you call overseas? 1) Yes 2) No What is the purpose for that calling? 1) Work - 2). Family and friends 3) Other What type of transportation do you use to get to your place of work: 1) Walk 2) Private car 3) Taxi 4) Bus 5) Other 36. 37. 38. 39. 40. 81 Do you think that the paved roads have made your place of work more accessible? 1) Yes 2) No How would you evaluate the road systems of a decade ago? 1) Better than today's road system 2) Similar to the present system 3) Worse than today Please indicate your Opinion of the following statements: Communication has helped the modernization of the area I live in. l) Strongly agree 2) Agree 3) I do not know ' 4) Disagree 5 Strongly disagree Roads help agricultural and commercial development. 1) Strongly agree 2) Agree 3) I do not know 4) Disagree 5) Strongly disagree In which of the following ways has communication, in general,helped the development of the region? 1) Educationally 2) Economically 3) Agriculturally 4) All of the above areas 5) Others 82 41. 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