Uganda's Women's Lifestyles And Foreign Digital Television Culture A Case Of Kampala Uganda

ABSTRACT

This study investigates the "Uganda's women's lifestyles and foreign digital television culture a

case of Kansanga town council , Uganda" through survey using interviews' schedule as a tool of

data collection.

It targeted 432 women aged I 8-40 years and viewing Digital television for a minimum two

years. The study recorded the respondent's consumption patterns, level of viewing, preferred

channels and programs, favorite watching time, control over remote and restrictions on viewing.

It crossed checked the above factors with the level of viewing along with demographic

characteristics of the respondents.

The data was analyzed through univariate and bivariate statistical procedures and the results are

presented in two categories: i.e. general and major findings of hypothesis testing.

The general findings revealed that the majority of respondents were aged 31 to 40 years,

belonged to the middle and upper middle class, were graduates but unemployed, and were heavy

viewers. Majority respondents had Digital connection for the last two years, indicating increasing

popularity of Digital television in Kansanga, also making it the main source of entertainment.

There is no link between demographic characteristics and consumption patterns. However, the

respondents complained that men had more rights to watch Digital television than women.

The statistical test chi-square was applied for testing the hypothesis, confirming that 'greater the

exposure to Digital television greater the effect on the lives of women'. It confirmed that heavy

viewing affected household and other activities of the women like newspaper reading, going to

cinema, the meals cooking and serving schedule, their domestic or personal expenditure and

interaction with friends or and relatives. They were prone to accepting the role, culture and

lifestyle of western women watched on the Digital channels. The study also identified a few areas for future researchers and made recommendations towards their improvement.