Cultivation in Normalization Drama: A Critical Discourse Analysis of Um Haroun Series

Abstract

This study aims to identify the role that Gulf drama plays in influencing Arab viewers' opinion about normalization with the Israeli occupation state and the potential impact of this drama's discourse on the relationship between the Arab masses and the Palestinian people. It also recognizes the messages that promote the normalization of the series Um Haroun contains. MBC broadcasted Um Haroun during the month of Ramadan 2020. In this study, we investigated the series within its temporal and social context-based framing and cultivation theories. The analytical model adopted for this study is Fairclough's three stages of Critical Discourse Analysis to gain insights into the covert messages in the series as this model includes description, interpretation, and explanation. The analysis revealed that the series of Um Haroun contains messages that encourage normalization between Arabs and the Israeli occupation state, especially cultural normalization. The directors of the series practiced and institutionalized a clear framing process in a way that serves the discourse of the ruling authorities and the powerful elements in the Gulf society, to the detriment of the less powerful. They did this in several ways, including, for instance, re-framing historical events and facts to promote the idea of the Abrahamic faith covertly by endorsing concepts of coexistence and common destiny for the followers of the three religions. Considerably more work will need to be done to explore the attempts of Arab drama in changing the awareness of Arab people and influencing public opinion.