Browsing by Author "Genetu, Aderaw"
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Item Entertainment-Education and Audience Responses The Case of Menta-Menged Radio Serial Drama in Ethiopia(Addis Ababa University, 2008-06) Genetu, Aderaw; Asgedom, Amare (PhD)This study attempts to explore entertainment-education (E-E) radio drama audience responses/reactions, their motivating factors in writing letters to the drama and the relationship between audience responses and over all program goals of the drama, Menta Menged (Crossroads), in Ethiopia. Because entertainment-education mass media programs which aim at promoting pro-social behavior attract huge audiences both in listening and participating due to their entertainment and educational functions, this study explores these audiences’ feedback with the aim to understand the kind of relationship that exists between audiences and the radio drama. The data was collected through a textual or qualitative content analysis of audience letters, and focus group discussions with audience members; and it was qualitatively analyzed and discussed. The data showed that audiences typically have four kinds of reactions: commentaries, appreciations, associations and reflections with the drama, characters and actors. Furthermore, a number of motivating factors, in addition to the drama (both the messages and model characters), influenced audiences to respond to the drama and involved in the writing of letters. Interestingly, their reactions are mixed when compared to the program’s intended outcomes on audience behaviors.