Representation of Tobacco and Shisha Smoking Characters images in Selected Amharic Movies and Dramas: A content Analysis.
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Date
2023-07-30
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Addis Ababa University
Abstract
Watching Amharic movies and dramas have become common through online media like YouTube with negative and/or positive influences. This study focused on evaluating tobacco and shisha smoking imagery representation, nature of depiction, amount, length and health warning messages within tobacco and shisha smoking imagery scene in movies and dramas. The study included selected top 11 Amharic movies and dramas with viewers of 500,000 and above uploaded in YouTube from January 2020 to December 2020.This study applied case study research design, and used content analysis as quantitative which was supported by qualitative analysis. The result of this study illustrated that almost all selected movies and dramas were contained tobacco and shisha smoking imagery; smoking in group were frequently occurred in movies. Totally 291 tobaccos and shisha smoking image occurrence, and smoking image were delivered; totally 48 minutes and 5 second depicted that manse 2910 seconds. This indicated that almost all selected Amharic movies and dramas subjected tobacco and shisha smoking imagery and depicted smoking incidence in analyzed movies and dramas; this study analysis indicated that smoking imagery characters representation in the movies and dramas were engaged good looking and fissionable, attractive, educated young productive men and women and all age groups of the society in the role play. And also almost all tobacco and shisha smoking incidents frequently were depicted without any health warning messages. To conclude selected Amharic movies and dramas with highest number of viewers indicated that tobacco and shisha smoking imagery occurrences without health warning message in high amount and were depicted to all age groups of viewers. Especially result showed that 89.7% of the pictures of tobacco and shisha smoking characters were adolescence (15-24) and young (25-34). Therefore, such smoking practice of images of the same age groups in movies and dramas exposure directing their behavior and could be model the actions that they were observed by young and adolescence viewers. This shows that youth were frequently exposed for tobacco and shisha smoking; this was lead for negative mind cultivation, data from the finding illustrated that the youth who were viewing Amharic movies and dramas were made venerable. This study could be used by regulatory bodies; television stations owners, film makers, academicians, Policy makers and stockholders in general.
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Tobacco and Shisha Smoking