¶ … Radio Sawa revolves refers to means in which the American message can be delivered to the Arab world. Indeed, following the attacks on the 11th of September and the increased waves of terrorism and anti-Americanism in the Middle East (or rather in the Greater Middle East region, including here Iran or Egypt), an efficient propaganda medium was essential for the United States.
Such a propaganda mean would have provided an alternative for the Arabic networks, radio or TV stations, specialized in delivering anti-American messages and used by terrorist networks or mad leaders. So, in many ways, the problem was (and still is) closely related to finding media ways in which the terrorist influence on the local population could be met and counterbalanced. In other words, the issue was to provide an alternative and another side of the story.
Justification for Problem Definition
As we have seen from the case study, Radio Sawa came in the beginning as an alternative to Voice of America. If we relate to the problem stipulated here above, we will get a clearer picture why Radio Sawa was needed. Indeed, Voice of America lacked to essential things: a large target audience and availability. The first issue was obvious, because, in general, Voice of America, with its rich contents of news, addressed only citizens aged over 30 or at least over 25. However, as we have seen, around 35% of Arab population in the Middle East is aged under 30, so we should assume that it was less likely for this customer segment to follow through on Voice of America. On the other hand, teenagers would have no interest in the station whatsoever, becoming easier for them to be inoculated with local propaganda.
In terms of availability, Voice of America broadcast from the Island of Rhodes, was badly received and only in some parts of the Middle East. It is a fact that it is much harder to deliver your message if your audience is so restrictive. While Radio Sawa solved both these issues, solving the problem previously stipulated also involved several other key issues.
I should mention here, for example, the product mix...
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