Unpacking the ‘Shared Viewing Phenomenon in Rwanda

Public viewing remains an important phenomenon in Rwanda where audiences indulge in this kind of media sharing due to low level of Television penetration. Shared viewing is invented people from different social categories who assemble in one place to consume together media contents in order to meet specific needs. The phenomenon takes place in various places such as bars, video halls, and individual homes. This article aimed to dig into this practice and uncover its contours by offering a critical perspective. Drawing from an ethnographic approach, researchers conducted interviews with actors involved in this type of media sharing, such as video hall operators, video hall customers, friends hosting their friends for watching movies or sports together, people visiting bars and restaurants for watching movies or sports. This paper is informed by two main theoretical approaches in media and communication studies: ‘uses and gratifications’ (U&G) and ‘political economy.’ Both theories were combined to produce a better description and explanation of what happens in media appropriation in Rwanda. The key findings of this study suggest a controversial viewing trend. At the onset, citizens from all walks of life flock altogether in viewing places, the majority being young generations who watch different contents, with a candid preference to ‘Agasobanuye’, which are movies dubbed in Kinyarwanda. The most important gratification sought by consumers is getting enjoyment together with others. However, the reality is more complex and class-based. At the lowest level of the social ladder, poor and uneducated audiences are the most likely to attend video halls which they can afford, whereas well-to-do people prefer bars and other prestigious places. Video halls are blamed by many – mostly the elderly – for displaying negative contents such as violent and pornographic movies and allowing consumption of illegal drugs.