Some foreign service officers, yesterday
A Wikileaked cable from the US Embassy in Riyadh has some home truths about what works and what doesn’t in public diplomacy:
11. (S) XXXXXXXXXXXX said the American programming on channels 4 and 5 were proving the most popular among Saudis. A look at the December 17 programming menu for MBC channel 4 reveals a 24-hour solid block of such programs as CBS and ABC Evening News, David Letterman, Desperate Housewives, Friends and similar fare, all uncensored and with Arabic subtitles. Channel 5 features US films of all categories, also with Arabic subtitles. XXXXXXXXXXXX told us that this programming is also very popular in remote, conservative corners of the country, where he said “you no longer see Bedouins, but kids in western dress” who are now interested in the outside world.
12. (S) Over coffee in a Jeddah Starbucks, XXXXXXXXXXXX, and XXXXXXXXXXXX elaborated on the changes in the Saudi media environment. “The government is pushing this new openness as a means of countering the extremists,” XXXXXXXXXXXX told Riyadh press officer. “It’s still all about the War of Ideas here, and the American programming on MBC and Rotana is winning over ordinary Saudis in a way that ‘Al Hurra’ and other US propaganda never could. Saudis are now very interested in the outside world, and everybody wants to study in the US if they can. They are fascinated by US culture in a way they never were before.”
