The Role of Trad TIonal Music Video Clips in Promoting the Culture of Nations and Nationalities of Ethiopia Among Youth in Addis Ababa: The Case of Ethiopian Television Entertainment Program
No Thumbnail Available
Date
2011-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
With the growing po pularity of music video clips sil1ce the 1960's and afterwards in the Ethiopia
media landscape, audiences have been able to be exposed to a substantial number of Ethiopian
music video clips. A sizeable number of these audiences constitute of young audiences of Addis
Ababa. The role of T raditional Music Video C lips in Promoting the C ul ture of Natio ns and
Nationalities of Ethi opia among Youth in Addis Ababa: the Case of Ethi opian Tclevision
Entertainm ent Prog ram endeavors to explo re how the young al,diences of Addis Ababa, in the
miclst of the ir lived rea li ty, make meaning about the Nations an d Nati o na lities of Ethi opia culrure
identity out of the images of the Traditi onal or Cultural Ethiop ian music video cl ips. The study
also attempts to investigate how the image makers po rtray the Ethi opian Nations and
Nati o l1:1\iti es' c ultu re d1d also investigates how the mus ic compose rs contribute fo r the essence of
image creating. Using a focus group d iscussion and in-clepth individual in terviews, this study
makes an effo rt to investigate how the young audiences make mea ning o ut of the cultural images
of the C ultural Ethiop ian music video clips. All the same, drawing on a qualitative content analys is
on purposive ly selected music videos, the study at tempts to investigate how the image makers
represent the images of Na ti o ns and Natio nalities of Ethiopia in their productions of music video
clips.
T he fi ndi ngs of the i"Csca rch dC!l1o !1 st r;ltc the newly phenomc no n in the Erhiop i;ll1 hi story.
Tradi tio nal music video d ips have hoomed recently this boom confe rs most Ethiopians a prospect
to be acqu;linted with each o ther . Th is imme nse occlirre nce is pu lling o ff a relll<lrkable progress
amo ng the youth of Addis by giving a cl ue about the ir country. Despite the fact tha t the re arc
vari o us misrepn. .'. se ntati o ns 111 m;l king the o rig inal music ;11ld im;l ge o f the Na tio ns and
Nationali ties 1of Ethiop i<l , there is st ill a magn ificent occurrence. In fact the re ,lIT SO IllC di rectors
and mll s ic ians who prod uce mist:hicvu lis and hat:kn eycd imilgc fo r the sake of se ll ing however rhe
productio n is going s,\"ifrl y and wonde rfu lly with its e nrire se thacks.
Description
Keywords
Role of Trad TIonal Music Video Clips, Promoting the Culture