Role of Local Television in the Acculturation of East African Immigrants in Germany
Abstract
Immigrants frequently face a variety of challenges related to psychological disorders, sociocultural adaptation issues, and acclimatisation to the new environment. Depending on their level of skill, they must adjust to these challenges in different ways, even though all of these factors are connected. In Africa, when one travels abroad, especially to Europe, it is regarded as prestigious, as one is considered to be well-exposed and knowledgeable. Due to colonialism, many Africans feel strongly connected to former colonial powers and consider them a logical extension of their radius. In the cultural adjustment process, just like other immigrants, East Africans (from Kenya, Tanzania, and Uganda) in Germany face challenges such as language barriers, a sense of loss when adjusting to a new culture, cultural shock, adjusting to a new cultural system, lack of social support, and alienation from locals. As such, the demands for cross-cultural adjustment may be felt more intensely by these immigrants, and hence, while trying to figure out how to adapt to a new environment, their only source of help comes from where they can access information. The article determines the role of television content in the acculturation of East African immigrants in Germany through a case study of local television channels. Based on a survey conducted in Germany for three months, the results show that users and gratification obtained from the local television channels have a significant impact on the acculturation of East African immigrants in Germany.
Keywords:
East African, acculturation, immigrants, Germany, media, television
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