An Investigation Into The Reception Of English Premier League Games By Ethiopian Youth In Addis Ababa

In the midst of the broadcasting of football games particularly the English PremierrnLeague games in Ethiopia recently youth have been exposed to different kinds of foreignrnproduced media products. It is obvious that Ethiopia, as part of the world-wide trend ofrninfluence brought about by globalization, is subject to a situation marked by the increasedrnflow into the country and consumption by the local audience of foreign- produced mediarnproducts. While at this time English Premier League games take lead in terms ofrnconsumption rates of foreign media products. This study, in particular, under the title ofrn‘’An Investigation into the Reception of English Premier League Games by EthiopianrnYouth in Addis Ababa’’ is interested in investigating the web of meanings that arise fromrnthe viewing of English Premier League among Ethiopian youth. With this end in view,rnthe study employed observation, focus group interviews, and individual in-depthrninterviews to gather the data needed to make sense of the youth’s viewing experience.rnThe findings of the study show that youth in their interaction with media contentsrntransmitted in settings far from theirs, actively interpret them in light of the subjectivernvalues, aspirations and concerns within their lives. What the youth’s own responsesrnreveal is that the plurality of meanings they make when viewing English Premier Leaguerngames represent a challenge to the premises of the media imperialism thesis, which putrnforward the homoginizating role of the Developed countries media in terms ofrnpropagating developed countries values and interests at the expense of the developingrncountries like Ethiopia. The concept of homogenization fails to accurately describe thernconsumption of foreign media messages by local audiences. The research also shows thatrnthe coming into the picture of such regional media as produced by nations like GreatrnBritain raises the question whether media imperialism thesis is adequate in terms ofrnexplaining the overwhelmingly complicated global exchange

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