(IPS) - feature

''Yo man, what's up?'' Don't turn around upon hearing this line, wondering if you have suddenly been transported to the United States - this is what you overhear in the brightly lit malls here in Dubai.

It's the opening line between two friends greeting each other, with pierced earlobes and wearing torn jeans. They are hip, they are funky - and they are Arabs.

Move over tradition, MTV has arrived - and if you're not with it, you're talking weird, man. Yes, MTV has hit the Middle East, and has hit it hard.

The latest buzzword in town is Mashaweer - a fortnightly hour-long musical programme broadcast on MTV Europe, exclusively part of the Showtime network in the Middle East and North Africa.

Hosted by two chirpy and lively teenagers, Lara and Dina, from Lebanon and Cairo respectively, the musical effervescence that this programme whips up, typifies the new generation in the UAE - 'cool' dudes and gals who are discovering a different way of life.

Launched in Nov1997, Mashaweer has been making waves in the Arab world, heralding the MTV epidemic that is claiming victims by the dozen.

Now, there is a generation that dances to the tune of MTV, walks around in Western clothes torn at the appropriate places, dangles little pieces of jewellery all over their body, and looks far from the traditional Arab children.

Blind addiction

''So what? We're doing nothing wrong. It's just cool, man,'' shrugs Abdullah, a first-year graduate student in Dubai.

It is not just the music of Bryan Adams or Bon Jovi that these youngsters are swinging to. A new kind of music is now heard on MTV - where Arab singers like Ragheb Alama belt out modern Arabic tunes or the popular Egyptian star Hisham Abbas crooning his latest chart buster.

Not everyone is happy about this trend and feel that this blind addiction to the foot-tapping beats of MTV is washing away traditions and nationalism in its wake.

''Everywhere we turn, this new generation looks disturbingly alike, with no identity of their own,'' says Dr Abbas, a leading medical practitioner in Sharjah.

''While they scream about individualism from the tree-tops, they don't seem to be worried thatthey are actually becoming part of a mob frenzy that doesn't seem to have anything to do with individual identities.''

''Yes, our parents do get hassled. But only when they feel I'm going over the edge. Otherwise I am left pretty much to my own,'' Abdullah smiles, ''but arguments do crop up once in a way.''

His father Iqbal Qasim agrees: ''Let them wear, watch and listen to whatever they want. But I wouldn't want my son to lose his individuality in the process and forget his traditional values and culture. When I see him doing that, then I know it's time to step in.''

It is not just the older generation that is worried about these changes. Mohammed Farooqui, a 22-year-old web designer in Fujairah, muses: ''These modern tunes can never capture the soulful and poetic charm that Arabic music has. And if these guys think that the MTV-type of music is the 'in' thing, well its not working with me.''

''That's true,'' Abul Ghassan agrees. Abul, a Lebanese by birth, now lives in the UAE and studies music at an institute in Sharjah.

He is very annoyed with the fare that is dished out on his television these days: ''There may be style, but there's no soul. Arabic music is based on lyrics, but now, everything goes. It's not to my taste.''

But whatever anyone has to say, it's obvious that this music is the most happening thing today. How long it will sustain itself is anybody's guess.

Conflicting cultures

Meantime, it is not just the taste in music that is changing. Covering different interests, these music channels are creating their own culture which people in the UAE are adapting to a great extent, a culture that they not so long ago had opposed violently.

This has led the younger generation to a point where they are torn between conflicting cultures and lifestyles. The question: Is MTV culture becoming Arab culture?

Many parents see this daily assault by music channels as an attempt to override all that they stood for.

''Just listen to these songs,'' Abraham, a schoolteacher in Dubai and a harassed parent, says. ''Everyone is dressed alike, with no distinction of either gender or race. Programmes like these provoke youngsters to imitate others, which is not the real way of life.''

Youngsters agree, but differ on the effects. Says Ghalib, a 20- year-old college student, ''It does influence you. And we do feel like walking, dressing, and very often speaking and doing things like we see on TV. But that doesn't mean I don't know who I am. And who can resist it? I love it!''

In today's world, when distances become shorter and technological advances seem to make everything so easy, change is inevitable. But whether this change needs to be influenced by the relentlessly shifting images of the MTV culture is the question for many.

''Maybe it's changing our way of life, but if it doesn't affect our morals and virtues then it's okay,'' chips in Fatima, a jeans- and T-shirt-clad teenager who spends most of her evenings at discotheques swinging to these tunes.

''After all we have been brought up with traditions steeped in Arab culture, where there are values and principles. It's not so easy to get their influence out of the way,'' she explains.

More westernised

But Mohammed does not think so, drawing attention to the fact that Arabs have become more and more westernised over the years.

''In a city like Dubai, which is very cosmopolitan, people tend to ape the West. They claim to stick to their traditions when they are with their families and friends, but lean toward Western influences at college and office,'' he adds.

In this tug-o-war between local and MTV cultures, who is to emerge the winner?

Mohammed predicts gloomily, ''It's closed doors for the emerging Arab generation. Though emirates like Dubai and Sharjah are doing a great deal to retain the flavour of Arab culture and traditions, and many locals still take pride in retaining the identity, a few years from now, this invader will conquer our hearts.''