1 ADDIS ABABA UNIVERSITY SCHOOL OF JOURNALISM AND COMMUNICATION THE IMPACT OF EUROPEAN FOOTBALL ON URBAN YOUTHS IN ADDIS ABABA: KOLFIE KERANIO SUB CITY IS IN FOCUS. DEHINASEW SHEMELIS A THESIS SUBMITTED TO THE SCHOOL OF JOURNALISM AND COMMUNICATION ADDIS ABABA UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN JOURNALISM AND COMUNICATION JULY 2016 ADDIS ABABA 1 2 ADDIS ABABA UNIVERSITY SCHOOL OF JOURNALISM AND COMMUNICATION THE IMPACT OF EUROPEAN FOOTBALL ON URBAN YOUTHS IN ADDIS ABABA: KOLFE KERANIO SUBCITY IS IN FOCUS. DEHINASEW SHEMELIS APPROVED BY BOARD OF EXAMINERS ___________________ ______________ Chairman, Department Graduate Committee Signature ______________ _______________ Internal Advisor Signature ______________ ______________ External examiner Signature _____________ ______________ Internal examiner Signature 2 ABSTRACT The impact of European Football on the Ethiopians youth audiences’ social life and consumption pattern in Addis Abeba, Kolfe keranio subcity: woreda 14 and woreda 15 are in focus. Dehinasew Shemelis Addis Ababa University The principal aim of this study was examining the impact of European football on urban youths in Addis Ababa Kolfie Keranio sub city woreda 14 and woreda 15.To achieve this, the researcher needed theoretical Frameworks to inform the study. Accordingly Cultural imperialism theory and conflict theory were used as theoretical frameworks for this study. The study was conducted using survey research and carried out by combining qualitative and quantitative research methods. The target areas were DSTV show rooms, Youth entertainment centers, and hotels which provide European football show services. In the target area, the target populations were 1178 people. From target population the sample size (364) was determined by Krejcie and Morgan formula .Then the data was collected from sample population of 364 youth audiences by three data collecting tools, namely questionnaire, interview and observation, but before the data was collected the sub city was conveniently selected and so were woreda 14 and woreda 15. Then the list of the DSTV show rooms, youth entertainment centers and hotels and entertainment was obtained from trade and industry offices in woreda 14 and woreda 15. According to the list, there are 9 DSTV rooms, 2 youth entertainment centers and 4 hotels which provide European football show services, totally 16 entertainment centers. Among them the 9 DSTV rooms and the 2 youth entertainment centers were purposely selected to select the sample populations because the student researcher observed before the distribution of the questionnaire that there are not many youths who watch European football in hotels, but most of most of the youths in the study area watch European football in DSTV rooms and youth entertainment centers. That is why the DSTV rooms and youth entertainment centers were selected. Then the questionnaires were distributed to respondents and the data were collected and presented in table and percentage. After that, the data obtained from the respondents were qualitatively analyzed. The data collected through interview and observations were also qualitatively analyzed. The research finding revealed that mediated European football increases the social i interaction of the youth audience and gives a chance to the audiences to make new friends. It was also found that Mediated European football can also be cause of conflict between friends and also affects their friend preference of the audiences In addition to this, the result of the study revealed that the youth audiences in the study area consume European football related goods such as t-shirts, shoes and so on due to their love to European football and its players. ii ACKNOWLEDGEMENTS My gratitude first goes to my advisor, Dr. Zenebe Beyene for his unreserved advice to improve my paper. Then I extend my gratitude to all my friends, especially to Be’essufekad Zena for being with me all the time when I needed help. I continue to be grateful to my friends, Gashaneh Lake, Bayelign Birku, Tegegn Negga and Tomass Tola for their assistances in collecting the data and preparing the instruments. In addition, I thank Abebe Negash to his comments on the instrument. I also take the opportunity to thank the executive head and staffs of trade and industry offices in Kolfe Keranio subcity, woreda 14 and woreda 15 and all the managers of hotels and DS TV show rooms and youth entertainment centers in the aforementioned woredas for their valuable cooperation during the data gathering process. iii Contents ABSTRACT ....................................................................................................................................................... i ACKNOWLEDGEMENTS ................................................................................................................................ iii List of tables ................................................................................................................................................. vi CHAPTER ONE ............................................................................................................................................... 1 1.1. BACKGROUND OF THE STUDY .................................................................................................. 1 1.2. STATEMENT OF THE PROBLEM ................................................................................................. 3 1.3. OBJECTIVES OF THE STUDY ....................................................................................................... 6 1.3.1. THE GENERAL OBJECTIVE ................................................................................................... 6 1.3.2. THE SPECIFIC OBJECTIVES .................................................................................................. 6 1.4. THE RESEARCH QUESTIONS ....................................................................................................... 6 1.5. SIGNIFICANCE OF THE STUDY ................................................................................................... 6 1.6. SCOPE OF THE STUDY .................................................................................................................. 7 1.7. LIMITATIONS OF THE STUDY ..................................................................................................... 7 1.8. OPERATIONAL DEFINITION OF KEY TERMS .......................................................................... 7 Impact –influence of mediated football on the urban audiences in the audiences ................................. 8 1.9. ACRONYMS ..................................................................................................................................... 8 2. REVIEW OF RELATED LITERATURE ................................................................................................ 9 2.1. SPORT ............................................................................................................................................... 9 2.1.1. FOOTBALL .............................................................................................................................. 10 2.2. SPORT AND MEDIA ..................................................................................................................... 10 2.2.1. SPORT AND PRINT MEDIA .................................................................................................. 13 2.2.2. SPORT AND RADIO ............................................................................................................... 15 2.2.3. SPORT AND TELEVISION .................................................................................................... 17 2.2.4. SPORT AND INTERNET ........................................................................................................ 19 2.2.5. SPORT AND MEDIA IN ETHIOPIA ...................................................................................... 21 2.3. MEDIATED SPORT AND THE AUDIENCES ............................................................................. 22 2.4. SPORT AND CULTURE ................................................................................................................ 23 2.4.1. MEDIATED SPORT AND CONSUMPTION OF THE AUDIENCES .................................. 25 2.4.2. MEDIATED SPORT AND SOCIALIZATION ....................................................................... 28 iv 2.5. THEORETICAL FRAMEWORK ................................................................................................... 31 2.5.1. CONFLICT THEORY .............................................................................................................. 31 2.5.2. CULTURAL IMPERIALISM THEORY ................................................................................. 33 3.1. RESEARCH DESIGN ..................................................................................................................... 37 3.1. 1.METHODS ................................................................................................................................... 37 3.2. TARGET POPULATION OF THE STUDY ................................................................................... 37 3.3. SAMPLING AND SAMPLING TECHINIQUE ............................................................................. 38 3.4. DATA COLLECTING TOOLS ....................................................................................................... 39