| I
had a late night 2 hour telephone conversation this week with a British
fellow who has lived in Saudi Arabia for about 20 years, married a local,
converted to Islam, and now works in the region in the area of consumer
marketing for a company which represents one of the world’s top advertising
agencies. He has published some groundbreaking research into Saudi consumer
attitudes and I am making special mention of it on this site because it
is very important to try and get a grip on what kind of attitudes exist
in Saudi Arabia, particularly among the younger generation who are not
yet in power. There is a strong tendency these days to think the worst
of Saudi Arabia (ie: that everyone there is a fundamentalist) because we
are not in a position to know very much, and because the people inside
Saudi Arabia aren’t talking (even when we ask). What follows is partly
telephonic conversation notes, information gleaned from press clippings
about the research and information provided, as well as information in
the public domain and some of my own opinion.
The study interviewed 3,150 people
face-to-face in 13 Saudi cities in March and April 2002.
The data does not lead to any firm
conclusions; there are inconsistencies, but this is true in all societies.
The study found several market clusters: conservatives (20%); well-balanced
(25%), family-oriented (30%) and disaffected/impressionable youth (25%).
In a hypothetical election today, 20% of this population would vote conservative,
50% moderate and 25% wouldn’t vote at all – they just wouldn’t care. People
are concerned about the loss of Saudi culture, such as manners and dress.
Nevertheless, they are watching satellite television, particularly MBC
(a popular all-around network run by Saudis outside Saudi Arabia). Al-Jazeerah
has fewer viewers than thought and it doesn’t help that the Saudi Chamber
of Commerce is specifically telling Saudis not to watch the channel because
it emanates from Qatar, a country that is at odds with the Saudi establishment
on several fronts. About 65% of those that watch MBC also watch the domestic
Saudi channel (except among the conservatives who watch Saudi 1 more than
MBC). Just over 30% of them say they have internet access, although internet
access is restricted for content and people are concerned about being monitored
(and possibly having their service shut off or being put on some kind of
watchlist).
76% say that adhering to religious
values is central to their beliefs and ways of living. Yet when asked to
list values that were personally important, 29% listed Family, 20% listed
religion and over 50% chose other items such as “Sharing my life with someone
who understands me”, “accomplishing as much as I can,” and “being accepted
as an individual.” 60% of the surveyed population said they did not identify
with Western values and morality, the other 40% said they were sympathetic
to Western values. 80% of the population said they would take elements
of Western values and fuse them with their own values. The disaffected
youth in particular want to imitate things from the West.
Over 40% of men said they prefer
to spend their leisure time with friends rather than family (that number
drops to 13% among conservatives) and there has been an increase in recreational
activities involving men hanging out with other men (no sexual innuendo
intended here).
Among the disaffected youth, half
of them just want to be trendy but they want to live with their parents
and have no major issues. The other half are seriously in doubt about many
things, including even the validity of their father’s opinion (which is
usually taken as gospel).
There is evidence that the preponderance
of domestic servants inside Saudi Arabia who are not Muslims or Arabs has
helped to create a generation gap between parents who see their kids fixated
on imitating westerners at the expense of a more conservative moral code,
and children who felt they were raised by nannies instead of parents.
Increasing numbers of women want
to work (only 39% of them agreed with the statement that a woman’s place
is in the home with her family -- 74% of the total survey agreed with this
statement (among conservatives it was 92% and among disaffected it was
56%)) and not just as teachers and nurses, but also as lawyers, architects
and private enterprise. About 10% identified themselves as feminists and
29% of women claimed to know how to drive, even though they are officially
forbidden to do so.
38% say they have changed their purchasing
patterns away from American products due to the international political
climate and the anti-US boycott in the country.
Turning to the political realm, there
is an emotional bond among Moslems that makes people feel sympathetic for
a fellow Moslem in need or in trouble. This explains the mass appeal of
the Palestinian issue to the Arab Street. The shooting of the 12
year old boy in Gaza with his father shielding him from the Israeli troops
was a very emotional incident on video tape that focused feelings of anger
and impotence (ie: the father’s inability to save his child resonating
against an entire Arab World that feels it can’t make Israel go away, get
rid of foreign influences or solve its own problems).
There is a feeling that the royal
family should be trusted more to deal with the issue of terrorism; the
Americans should worry more about changing America and becoming more even-handed
in Israel/Palestine. There will always be terrorists; the issue is the
traction of public support they hold because of American policies in the
region. Whenever there is a report that Israel does something with its
military, the report always says “Israel, using American-made XYZ (helicopters,
jet fighters, etc.)...”
Here are a few more sophisticated
reasons why Saudis are suspicious about American claims of Al-Qaeda involvement
in 9/11: (1) How did the FBI find a car filled with Arabic language flight
manuals by the Boston airport just an hour after the hijacking? Even in
a jewelry heist, it takes a few days to come up with that kind of evidence.
Who ever heard of an Arabic-language flight manual? These manuals are all
written in English and the hijackers, who went to American flight schools,
were in a position to be able to read English manuals. There are no known
Arabic flight manuals in existence in the general marketplace. (2) The
video of Osama, released by the American government last year with subtitles,
has an inaudible audio and you have to trust the subtitles. Bin Laden was
about 50-60 pounds heavier than he used to be. As far as many Arabs are
concerned, they aren’t sure the man in the video is Bin Laden. (3) How
could it be that these airplanes were crashed, burned to thousands of degrees
with contents utterly destroyed, and then these letters from hijackers
turn up entirely whole in the wreckage? (4) One of the suicide bomber’s
girlfriends was waiting for him to return; he was in love. Not an ideal
candidate for suicide.
[A note from Ivan: The fourth point
is answerable in that Bin Laden’s video said that not all of the 19 people
knew until they were in the air that it would be a suicide mission. But
the other 3 points are interesting. I personally have kept an open mind
as to who was responsible for 9/11, but I do not believe that either America
or Israel caused it or tolerated it – we live in an open society where
secrets eventually come out and the ramifications for any kind of nonsense
in this regard would be fatal.]
The Saudis are aware of the torrent
of bad press they are getting lately in the U.S., especially the focus
on Saudi money going to various charities and the actions of the Saudi
ambassador’s wife. They feel they are being misunderstood by the U.S. and
that people right now are more interested in twisting news for the sake
of propaganda for American purposes than in being truthful or logical.
They think the Americans have gone nuts with an irrational hatred toward
anything coming out of the Moslem world. There is a sense that Americans
don't understand people and their mentalities here and, more than trying
to understand them, are bent on convincing them. They found the thought
of having a Madison Avenue guru create American commercials directed to
the Arab World to be an insult to their intelligence. Then too, there are
defense mechanisms at play from Saudis.
Ultimately, there are interests at
play too. The Americans need the Saudis to produce several barrels of oil
a day in the event the Iraqis burn the oil fields when the war starts.
The Saudi royals need American protection. No doubt in my mind Saudis are
playing both sides of the fence both wittingly and unwittingly in a world
in which people who make trouble are in very incestuous relationships,
but they do not see the reason to abandon Palestinians in the fight against
the Israelis just because the Americans are on the side of the Israelis.
In my opinion, unless we are prepared
to leave the Saudis to the elements, the most important thing to focus
on is increased communications and better coordination; to me the most
important reason the Saudis are in the jam they are in right now is the
failure to communicate and the withholding of information to the point
that trust on the governmental level became lacking.
The importance of the above information
is that Saudi attitudes are not as monolithic as the conventional wisdom
dictates, and that the conversations in Bahrain with Marwan are backed
up by this fellow’s numbers. There are real cleavages/splits in Saudi society,
meaning there are large groups of people who have very different ideas
about where they want to go from here. There is a lot of emotional baggage
being carried both by Americans and Saudis, but there are moderate open
minds in Saudi that are receptive to messages from the West, particularly
if unpopular policies change. There are reasons to think Saudi is not a
lost cause, but it is also up to the Saudis to recognize and manage the
trends taking place in their own society. |