Knowledge Resource Center for Ecological Environment in Arid Area
| “We’re not living in America, but we’re not sorry!” : A study of television consumption and relative deprivation among Kenyan students in an urban and a rural area | |
| Skogström; Lisa; Magnusson; Madeleine | |
| 出版年 | 2010 |
| 学位授予单位 | Karlstad University, Faculty of Economic Sciences, Communication and IT, Karlstad University, Faculty of Economic Sciences, Communication and IT |
| 英文摘要 | The United States of America is one of the most powerful countries in the world and their broadcasting system has become a role model to the rest of the world. Since the US charge less for their media products in third world countries, it is cheaper even for poor countries to import American content than to purchase local products. The aim with our survey is to explore whether heavy consumers of American television programs in Kenya hold positive attitudes to the American lifestyle and experience feelings of relative deprivation as a result of this consumption. Comparisons are made between students in an urban and a rural area. The theoretical framework for this study includes cultivation theory which investigates the effects of the values and behaviors of the television audience. It also includes relative deprivation, which is based on the assumption that people experience deprivation when they compare themselves with others – so called reference groups. In our case the reference group is the American lifestyle. A third theory used for this study is cultural imperialism which says that dominating, mainly western media corporations impose their cultural values on third world countries, as in this case, Kenya. In this study we are using a quantitative survey based on questionnaires handed out to Kenyan students at two different universities, one in a rural and one in an urban part of Kenya. Television is an important part of everyday life for Kenyan students and they consume more than we had predicted. We concluded that the respondents in our study generally have negative attitudes to their life and their country, but a more positive impression of life in the US. Relating these findings to the television consumption of the respondents, the students that watch American programs the most are students at the university in the urban area, and they are more positively disposed to Kenya, but more negative to the US, compared to the Egerton students in the rural area that generally do not favor American programs. These results do not support the theories chosen for this study. Based on our results, our conclusion is that the attitudes held by the USIU students do not originate from television consumption, but do most likely depend on other influences. |
| 英文关键词 | Cultivation theory Cultural imperialism Relative deprivation Kenya Television consumption Heavy viewers Light viewers MFS Media and communication studies Medie- och kommunikationsvetenskap |
| 语种 | 英语 |
| URL | http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-5424 |
| 来源机构 | Karlstad University |
| 资源类型 | 学位论文 |
| 条目标识符 | http://119.78.100.177/qdio/handle/2XILL650/245321 |
| 推荐引用方式 GB/T 7714 | Skogström;Lisa;Magnusson;Madeleine. “We’re not living in America, but we’re not sorry!” : A study of television consumption and relative deprivation among Kenyan students in an urban and a rural area[D]. Karlstad University, Faculty of Economic Sciences, Communication and IT, Karlstad University, Faculty of Economic Sciences, Communication and IT,2010. |
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