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Title: Audience Reception Analysis Of “Yegna” Radio Program: The Case Of Wonka Elementary School Students In Debre Markos District
???metadata.dc.contributor.*???: Agaredech Jemaneh (Dr)
Henok, Mekonnen
Keywords: Yegna Radio Program on Wonka Elementary School students
Issue Date: Jun-2017
Publisher: Addis Ababa University
Abstract: This study was conducted to explore audience's reception analysis of Yegna Radio Program on Wonka Elementary School students in Debre Markos District. A qualitative research design was used, as the approaches are most often associated with reception analysis, which is the focus of the study. The study used a three stage qualitative approach, which include qualitative content analysis to make a comparative analysis of the content data with the audience data, focus group discussions followed by individual-in-depth interviews. The former one is to gather data through the groups’ interaction and the latter to enrich the data and give it a ‘human face’. The sampling procedure was mainly purposive. The gathered data finally were thematically analyzed. In addition, though the study is not bound to specific theories attention was given to theoretical and epistemological issues entailed in reception research during analysis. The study analyzed the access and use of media to explore audience's tuning habit, the relevance of the program to the audience and understanding of program contents were examined through focus group discussions and in-depth interviews. Three FGD that involved 22 participants were formed and the groups were arranged randomly. There were three In-depth Interviwees. Most participants of the FGD used to be part of a listening group arranged by the Amharic Teacher. In addition, three in-depth individual interviews were conducted with three program producers. The finding indicates that the time of transmission and physical location are factors for less regularity of audiences. Audiences, also, believe that the duration of the program is too short. The other finding that the study indicates is characters on the drama did not have any specific religion at all and this is strange. Some tend to listen to the program in groups due to different reasons. And this helped them to communicate and understand each other. This group can be factor for interpretation and meaning making.
Appears in Collections:Thesis - Journalism and Communication

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