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In this contemporary world, communication media has become significant, and as a consequence it affects our everyday life. Global media claims that the western world is dumping large quantities of media products to weaker countries. The messages manufactured and processed by the few media conglomerates like BBC, CNN and others are effectively homogenizing the national identity and culture of developing countries in favor of western values and interests. In the midst of the broadcasting of football games particularly the English Premier League /EPL/ in developing countries, youth have been exposed to different kinds of foreign produced media products. At this time EPL take lead in terms of consumption rates of foreign media products. This Book, therefore, is interested in investigating the web of meanings that arise from the viewing of EPL among the youth.

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Dereje Mekonnen Woldetsadik, M.A: Studied Journalism and Communication at Addis Ababa University. He has got B.A. in journalism and communication and B.A. in Foreign Languages and Literature /Major English minor political Science/ from Addis Ababa University.Dereje serves as a senior journalist in ENA and different media institutions.

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