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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/1870

Title: Cross-Cultural Reception Analysis of Selected Commercials on Ethiopian Television (ETV) Amharic Program
Authors: Yonathan, Alemu
Advisors: Kristin Orgeret
Copyright: 2008
Date Added: 25-Dec-2008
Publisher: Addis ababa university
Abstract: Abstract The role of advertising in market economy is to inform as well as educate consumers about products and services. To achieve these goals, advertisers employ a variety of cultural values in their appeals. Today one of the most contested issues in advertising strategies is the role of culture. The main focus of this study is the role of culture in media messages and the reception of them. How Ethiopian audiences draw on local or western cultural resources or a combination of the two, in their meeting with different media texts will be central. A qualitative research method is often considered the most appropriate in audience reception studies, and this was also the case here in this study. The study follows a three stage qualitative approach; which include qualitative content analysis, focus group interviews and in-depth interviews with individual viewers. For this study, a two stage sampling technique was used for selecting commercials to be content analyzed. The first stage comprised the selection of specific time intervals when ads are broadcasted; two different segments of prime time (prime time I and II) were selected. In the second stage, twenty commercials for food and drinks that were running during the six months’ research period were randomly selected. Regarding the audience sampling, a purposive sampling technique was followed. Audiences categorized to be among the target audiences were purposively selected. The qualitative content analysis of the selected commercials revealed that western values are predominantly recurring themes, rather than more local or traditional themes. A central reason was given by the advertising agencies, which argued that western values were much more powerful and had a more homogenizing effect than the local values. With regard to the audience, it appeared that audiences, regardless of their level of education, are active and powerful in the meaning making process and reshape the content of media messages. The study also explored how external factors like social context, age, marital status, and personal contact are present in the processes of meaning making of ads which reflect either western or traditional Ethiopian values.
Description: A THESIS SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES OF ADDIS ABABA UNIVERSITY. IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN JOURNALISM AND COMMUNICATIONS
URI: http://hdl.handle.net/123456789/1871
Appears in:Thesis - Journalism and Communication
Thesis - Journalism and Communication

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