Mekonnen, D: Appropriation of Bollywood Movies by Poor Youth

Ethiopia, as part of the world-wide trend of influence brought about by globalization, is subject to a situation marked by the increased flow into the country and consumption by the local audience of foreign-produced media and cultural products. This study, in particular, attempted to examine the web of meanings that arises from the viewing of Bollywood amongst Ethiopian youth.The findings of the study show that local audiences in their interaction with media messages produced in settings far removed from theirs, actively interpret them in ligh ...