Journalism and Communication

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http://etd.aau.edu.et/handle/123456789/96

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Browsing Journalism and Communication by Author "Abdisa Zerai"

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    Ideals vs Praxis: Examining the Tensions between Journalistic Role Conceptions and Performance in the Ethiopian Public Media Landscape
    (Addis Ababa University, 2025-05-01) Dawit Amogne; Abdisa Zerai
    Journalism has long been practiced throughout the Ethiopian media history. However, journalists' roles, as reflected in their outputs, have remained contentious. This study has attempted to examine the journalistic role conception and practice among the Ethiopian public media journalists. Using the theoretical lenses from the JRP Framework and Gatekeeping Theory, the study collected data from participants (N = 90) who worked for the public media organizations based in Addis Ababa. The survey questionnaire – for conception and perceived enactment - was administered through Google Forms, hard copy, and Word document versions of the questionnaire. It also gathered data from news stories (N = 82) whose contents were analyzed for evidence of enacted journalism practices. The results have shown that the role conception-performance gap was found to be statistically significant for watchdog, civic, and service roles. The watchdog role received a higher degree of importance, but it was observed that watchdog was almost absent. Conversely, the loyal-facilitator role was the most dominant role of the public media house, where journalists‟ main duty is to promote the government agenda and patriotic reporting in agreement with the state‟s priorities and national interests. The study also observed a dearth of journalistic autonomy, especially when it comes to making decisions on the final outputs of the newsroom productions. The findings highlight the meddling factors – political and institutional – played key roles in journalistic role performance. The study concludes with recommendations for future research and policy reform.
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    Public Perception of Branding Strategies Implemented by the Addis Ababa City Administration, Ethiopia
    (Addis Ababa University, 2025-04-10) Siymay Girmay; Abdisa Zerai
    In the 21st century, cities compete not only for economic growth but also for reputation, identity, and global recognition. City branding has emerged as a strategic tool to craft a distinctive urban image and stimulate socio-economic development. This study critically examines the public perception of branding strategies implemented by the Addis Ababa City Administration in Ethiopia, a rapidly urbanizing African capital. Despite the city's efforts in beautification, infrastructural investment, and promotional campaigns aimed at repositioning its global image, there is limited empirical evidence evaluating how these strategies are perceived by the public and how well they align with community values, civic pride, and urban identity. Grounded in stakeholder theory, participatory governance, and place identity frameworks, this research adopts a mixed-methods approach, integrating both quantitative survey data from 194 administrative officials and qualitative interviews. The study assesses public awareness levels, the alignment of branding messages with community expectations, and the perceived impacts on city image, pride, and trust in local governance. Key findings indicate that while branding initiatives have enhanced Addis Ababa's visibility, challenges remain in ensuring inclusivity, cultural representation, and coherence between administrative intent and citizen experience. The analysis reveals a gap between top-down strategy formulation and grassroots engagement, with public perception influenced by factors such as transparency, message consistency, and sociopolitical dynamics. Furthermore, the study highlights the need for more participatory and adaptive branding approaches that reflect the city’s diverse cultural heritage and evolving socioeconomic landscape. The implications of the findings are significant for urban policymakers, communication strategists, and branding practitioners seeking to foster sustainable, inclusive, and authentic city identities. This research contributes to the growing body of African urban branding literature and offers a contextualized model for understanding the dynamics between administrative branding efforts and public sentiment in emerging urban centers.