The Role Of Television And Its Impact On Saudi, And Non-Saudi Audience During The Coronavirus (Covid-19) – An Analytical Study

Abstract

This study aims to examine the role played by television and its cognitive and behavioral impacts on the audience in the Kingdom of Saudi Arabia during the Covid-19 pandemic. A questionnaire was distributed to 365 respondents from Saudi society, citizens, and non-Saudi residents. The study adopts a descriptive analytical approach to collect quantitative and qualitative data through a survey tool about the relationship between respondents and media in general and television in particular. The survey also aims to identify the reasons for reliance on Saudi television during the pandemic and assess public opinions about its performance. The results indicate that television was the main source of news and information about the pandemic. The rise in television viewing is also due to quarantine restrictions and press conferences by government officials. Television educated and entertained the public during closure periods. The crisis also reinforced television's continued ability to unite audiences, especially in emergencies. The study recommended enhancing the role of television in health awareness during crises and developing its broadcasting to keep up with modern communication means. It also called for more research to measure the role of different media in such circumstances.