Dubbed Serials and Their Possible Cultural Effects in Ethiopia, Reception Analysis of Addis Ababa Youth Kana Tv Viewers in Focus
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Date
2017-11
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Addis Ababa University
Abstract
This study investigated the effect of Dubbed serial on the cultural life patterns af youth in Addis
Ababa through qualitative research that used focus group discussion and individual in-depth
interview as tools of data collection. Out of 80 peaple who undertook a preliminarily screening
of Dubbed serials consumption level, the study purposely selected 24 individuals for focus group
discussion and 6 individuals for in-depth interview aged between 15-25 years. The sample
selection was carried out with a deliberate intention of grouping those who have a habit of
watching Kana television Dubbed serials. The study recorded the respondent's cultural meaning
making, reason of preference, consumption patterns, level of viewing and sense making of
massage. It crossed checked the above factors with cultural impact. The finding of the study was
twofold. On one hand, local cultural values and personal interests has significant role to play in
the interaction with other foreign culture. Complex response of respondents indicated that their
local cultural awareness played a significant role in rejecting messages which regarded as
western value. With regards culture awareness and frame of interpretation of dubbing of the
respondents, the general finding concluded that late youth have a better understanding of the
intention of dubbing than that of early youths. Of course, such finding challenged cultural study
theory that media controlled by powerful and dominant groups influence late youth. On the
other hand, the fact that almost both early (male and female) groups have no understating of
intention of dubbing makes them more victims of media which controlled by powerful,
dominant groups. Furthermore youth identification of self in characters and situation signifies
meaning making is processed under copying and costing of Dubbed serial setting. The study
also identified a few areas for future researchers and made recommendations towards
improvement.
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Kana Tv Viewers in Focus