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Addis Ababa University Libraries Electronic Thesis and Dissertations: AAU-ETD! >
Faculty of Journalism and Communications >
Thesis - Journalism and Communication >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/1873
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| Title: | An Analysis of Audience Reception: the Perspectives of Audiences of the Voice of Addis Chamber |
| Authors: | Eyasu, Negash |
| Advisors: | Dr. Gebremedhin Simon
Professor Larry Strelitz |
| Copyright: | Jul-2008 |
| Date Added: | 25-Dec-2008 |
| Publisher: | Addis Ababa University |
| Abstract: | The private sector in the economic and political capital of Ethiopia, Addis Ababa,
aims to assert itself as a real power in shaping the face of the national economy.
And the association which the private businesses established some six decades ago,
Addis Ababa Chamber of Commerce stands to empower the people behind this
sector and build a vibrant business community with the reach of its FM radio
progaramme – the Voice of Addis Chamber. “An Analysis of Audience Reception: the
Case of the Voice of Addis Chamber” seeks to describe how the programme contents
are interpreted by the target audiences and the level to which they are relevant to
the needs of the target audiences.
The study has analysed the programme contents over a six month period; the
relevance of the programmes, the factors that are at play when audiences make
sense of the programme contents and the language use were examined through
focus group and in-depth individual interviews.
The findings indicate that level of educational background was the factor to
influence how audiences made sense of the programme contents while age came to
be a dividing factor regarding language use. The findings show that the radio
programme is way far from being the prime source of business news and
information for the businessmen and women who it has long targeted hinting at the
need for a serious consideration of a scrupulous restructuring in the way the radio
programme operates. |
| Description: | A Thesis Submitted to the Faculty of Journalism and
Communication
Addis Ababa University
In partial fulfillment of the requirements for the Degree of
Masters of Art in Journalism and Mass Communication |
| URI: | http://hdl.handle.net/123456789/1873 |
| Appears in: | Thesis - Journalism and Communication
Thesis - Journalism and Communication
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