Browsing by Author "Teshome, Addisalem"
Item The Perception and Practice of Promoting Cultural Values in Ethiopian Media: Ebc in Focus(Addis Ababa University, 2019-09) Teshome, Addisalem; Tsegaye, Anteneh (PhD)The central point of this thesis is about the perception and practice of Ethiopian Media Organizations principally the Ethiopian Broadcasting Corporation regarding the promotion of cultural values of the country. Ethiopia has a long history aging more than 3000 years with splendid cultural values. The thesis thus intended to investigate the practice of Ethiopian Broadcasting Corporation in advocating cultural values of the country. To further explore that how the media organization is treating culture and culture related matters in the country, it has been tried to assess one-year news out lets starting from the beginning of the new format of the media. The researcher selected ETV News for the investigation during the course of the study because of the wider coverage and comparative acceptance. Focus group discussions and Individual In-depth Interviews employed in the study to gather data so as to examine what is in the ground in connection to cultural advocacy in the media. Over 32 persons took part in both the focus group discussion and in-depth interview. Finding of the thesis indicated that Ethiopian Media including EBC focus on political affairs and sports events. Culture is given less attention in news and programs outlets. Respondents illustrated that EBC‟s cultural coverage or report is based on ceremonial events focusing on dressing style, eating and dancing cultures of the society. The core values of Ethiopian cultures are not addressed in media outlets as the media lean only on public and religious holidays which is event based colors.