Impacts of Western Popular Culture on Youths in Hawassa City, South Ethiopia

Abstract

Background: With the expansion of technological progress in mass communication, consuming western popular culture has come to be a valuable activity for youths. The objective of this study was to examine youth's exposure to the western media and cultural products and the potential consequence of this exposure. Methods: School-based “sample survey design” were employed in Hawassa city from 1 April to 1 May, 2012. A total of 125 sample were included in the study. Pre tested self administered structured Amharic questionnaire and in-depth interview techniques were used to collect the data. Simple statistical methods were used to analyze the quantitative data. A framework of analysis technique which is developed along with the interview guides were used to analyze the qualitative data. Results: usage of western media by the youth now seems to reach a stage that could affect young people's perception and feelings toward westerns and their products in a substantial way. As far as the behavioral impact of the usage of western media and popular cultural products is concerned, this study only examined the likelihood of the youngsters to model after the westerns. Moreover, results of this study showed that western media is more likely to exert modeling effect on the youngsters, making it more likely for them to dress and have a hair-do like the different idols portrayed in movies and music clips. Conclusion: While further research is needed to draw definitive conclusions about the impacts on young people of exposure to pornography, the little evidence available provides grounds for serious concern about exposure of young people to different types of pornography.