Browsing by Author "Gemechis Tariku"

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    Audience perceptions of OBN news shows Afan Oromo television in Oromia region: The case of Burayu and Holeta Cities.
    (Addis Ababa University, 2024-11-10) Gemechis Tariku; Getachew Dinku
    Media theory has shifted focus to how audiences create meaning, emphasizing the importance of audience interpretation of media texts. This study aimed to explore how viewers in Buray and Holte perceive OBN television’s Afan Oromo news shows. The researcher employed a mixed-methods approach, beginning with quantitative data collection through a survey of 362 respondents, followed by qualitative data from open ended questions and in-depth interviews. The quantitative data were analyzed using SPSS Version 23, while qualitative insights were gathered from purposefully selected participants. Findings indicated challenges in accessing Afan Oromo news on social media and highlighted a lack of accurate information in the broadcasts. The analysis revealed that OBN news primarily promotes government success, lacking diversity and failing to represent marginalized voices. This pointed to a positive bias towards the government and a deficiency in addressing social issues. Additionally, OBN’s reliance on audience input showed a significant gap in understanding audience satisfaction. The researcher recommends that OBN conduct regular audience research to better engage with the public and remain competitive in the media landscape.