Media research in the Arab world and the audience challenge: Lessons from the field

This study focuses on the trepidations, concerns and pitfalls audience researchers face when carrying out fieldwork studies in the Arab world. Based on extrapolations and detailed observations from field research projects, combining surveys, focus groups and interviews, this article has outlined five main challenges in the process of audience research in the region: (1) recruitment strategies, (2) time issues, (3) group dynamics, (4) gender issues in interviews and (5) the significance of culture. In dealing with regional media audiences, researchers confront challenges ranging from hostile attitudes, suspicions of researchers' motives and even outright distrust to overzealous collaboration. Beyond these political/cultural factors, socio-economic considerations, such as literacy rates, not only affect respondents' self-reports and response rates, but may fundamentally skew the recruitment process. While some of these challenges are rooted in the practice of audience research irrespective of cultural setting, sociocultural and political realities create challenges specific to the region.