The Impact of European Football on Urban Youths in Addis Ababa: Kolfie Keranio Sub City is in Focus
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Date
2016-07
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Addis Ababa University
Abstract
The principal aim of this study was examining the impact of European football on urban youths
in Addis Ababa Kolfie Keranio sub city woreda 14 and woreda 15.To achieve this, the
researcher needed theoretical Frameworks to inform the study. Accordingly Cultural
imperialism theory and conflict theory were used as theoretical frameworks for this study. The
study was conducted using survey research and carried out by combining qualitative and
quantitative research methods. The target areas were DSTV show rooms, Youth entertainment
centers, and hotels which provide European football show services. In the target area, the target
populations were 1178 people. From target population the sample size (364) was determined by
Krejcie and Morgan formula .Then the data was collected from sample population of 364 youth
audiences by three data collecting tools, namely questionnaire, interview and observation, but
before the data was collected the sub city was conveniently selected and so were woreda 14 and
woreda 15. Then the list of the DSTV show rooms, youth entertainment centers and hotels and
entertainment was obtained from trade and industry offices in woreda 14 and woreda 15.
According to the list, there are 9 DSTV rooms, 2 youth entertainment centers and 4 hotels which
provide European football show services, totally 16 entertainment centers. Among them the 9
DSTV rooms and the 2 youth entertainment centers were purposely selected to select the sample
populations because the student researcher observed before the distribution of the questionnaire
that there are not many youths who watch European football in hotels, but most of most of the
youths in the study area watch European football in DSTV rooms and youth entertainment
centers. That is why the DSTV rooms and youth entertainment centers were selected. Then the
questionnaires were distributed to respondents and the data were collected and presented in
table and percentage. After that, the data obtained from the respondents were qualitatively
analyzed. The data collected through interview and observations were also qualitatively
analyzed. The research finding revealed that mediated European football increases the social
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interaction of the youth audience and gives a chance to the audiences to make new friends. It
was also found that Mediated European football can also be cause of conflict between friends
and also affects their friend preference of the audiences
In addition to this, the result of the study revealed that the youth audiences in the study area
consume European football related goods such as t-shirts, shoes and so on due to their love to
European football and its players.
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Keywords
Impact of European Football