Effects Of Satellite Television On Youth In Addis Ababa A Comparative Study Between Heavy And Light Viewers

This study investigates the “effect of satellite television on the life patterns of youth inrnAddis Ababa” through survey using Questionnaire and Qualitative individual in-depthrninterview as a tool of data collection. It targeted 77 youth viewing satellite televisionrnaged 15-29 years. The study recorded the respondent’s consumption patterns, level ofrnviewing, preferred channels and programs. It crossed checked the above factors withrnthe level of viewing.rnThe major hypothesis studied was “the greater the exposure to satellite television therngreater the impact on the lives of youth.” The sub-hypothesis included ‘heavy viewingrnhas greater effect on their activities, family and social interaction patterns andrncultural practices. And they are more influenced by the television charactersrnespecially depicting western youth than the light viewers. And it is proved by applyingrnchi-square test that there a significant association between level of viewing and levelrnof effect.rnThe general findings revealed that heavy viewing affected persona activities of thernyouth like studying, newspaper and book reading, going to local cinema, the mealsrnserving schedule, their interaction with family, friends, neighbors and relatives it alsornaffects the youth style and appearance and heavy viewers show greater change onrntheir cultural practices. The study also identified a few areas for future researchersrnand made recommendations towards their improvement.

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