African Studies

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Browsing African Studies by Subject "African film , African culture, The Case of Ethiopian Film , New media platforms"

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    The Role of African Film to Promote African Culture: The Case of Ethiopian Film
    (Addis Ababa University, 2022-06-01) Addis Tesfa; Dawit Lakew (Ass. Prof)
    African films have presently been made available by content providers to diverse individuals both home and in the diaspora due to the availability of several new media platforms supported by technology. Due to globalization and the exponential rate at which those in the emerging world are embracing western cultures, anxieties have been raised as to the future of African cultural heritage. Ethiopia is one of the few African countries with a lengthy filmmaking history. Ethiopian filmmaking dates back to the 1930s. For a long time, however, its development was stalled. In Ethiopian film production consequently, this study examined the role of African films in promoting African culture in the case of Ethiopian movie. The research applies the qualitative research methodology, The Focus Group Discussion, (FGD) interview with Film professionals and academic expert qualitative data collection method was adopted involving. Findings revealed that to some extent, the Ethiopian films are used to promote Ethiopian culture but they do not fully portray the original Ethiopian culture due to cultural hybridization. Furthermore, findings showed that most films are haphazardly produced abandoning the original Ethiopian contents. However, it was concluded that as much as these films are initially targeted towards promoting and portraying Ethiopian African cultures, they defeat the whole spirit by marrying different cultures. The study therefore recommended that priority should be given to local contents as this will make the Ethiopian culture appear vital and important. Conclusively, the study also recommended that the government should facilitate fund for local films ,should support the film makers by giving theme training and opening film schools ,the filmmakers also must conduct thorough research and read extensively about the their local culture if they must get it right