Browsing by Author "Tsegaye, Anteneh (PhD)"

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    Analysis of Oromo Language Use in Television Commercial Advertisements Broadcast Via Oromia Broadcasting Network (Obn)
    (Addis Ababa University, 2018-05) Dumessa, Melkamu; Tsegaye, Anteneh (PhD)
    The paucity of research in the verbal and visual metafunctional uses of Oromo television commercials broadcast via Oromia Broadcasting Network was observed. The objectives of the research were to explore and describe the metafunctional application of verbal and visual modes in Oromo television commercial advertisement. To address the problems the researcher described and analyzed the verbal and visual modes of the television commercials broadcast via OBN. It also examined the interplay of visual and verbal modes to represent the ideational, interpersonal and textual meanings to promote the products and services. Hence, of the twenty-five commercial advertisements collected from OBN, only ten Oromo television commercials were purposively selected for the analysis.Ten Oromo television commercial advertisements were selected transcribed and translated into English for the analysis qualitatively.The data in the study were analyzed using systemic functional multimodal discourse Analysis (SF-MDA) theoretical framework to analyze the data. The data were analyzed from the ideational, interpersonal and textual metafunctions of meaning of verbal and visual modes and the inter-modal relations of the two modes to convey persuasive meanings to the target audiences. The findings of the study disclosed that verbal, visual and music as background were used in Oromo television commercial advertisement to communicate the ideational, interpersonal and textual meanings. The study indicated that Oromo television commercial advertisement copywriter employed lexical features such as simple words and adjectives, nouns as brand names, personal pronouns, negations and exclusive words to express the intended meanings of the products and /or services. It also revealed that syntactic features such as simple sentences, imperatives, active voice and simple present and present perfect tenses were utilized in the commercials to represent the metafunctions of the language. Again, the rhetorical devices like repetition and alliteration were used in the commercial advertisement to represent the ideational, interpersonal and textual meanings to convey persuasive messages to the target audiences. The study also indicated that the visual modes were used in display the representation interactive and compositional meanings in visual grammar designs. The study also disclosed the intermodal integration of the two modes in creating persuasive messages using the interplay of the verbal narration and visual deployment as elaboration in the form of relay, anchorage, illustration, specification, extension and complement of the verbal modes and the vice versa. However, the visual modes used in these television commercials were found to be repetitive and took more air-time in television commercial breaks. Thus, the advertisement text takes longer air time than the modern television commercial advertisements and became boring to view. The visual modes were used redundantly to elaborate the meanings of the commercial advertisements meanings. Therefore, to tackle the multimodal Oromo television commercial copywriting and designing observed in the Oromo television commercials, training should be given to copywriters and designers in multimodal compression principles to help them create a composite visuals well integrated with the multi-semiotics in Oromo television commercials that convey persuasive messages to the target audiences.
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    Audience Reception Analysis of Ltv Show among Addis Ababa Residents
    (AAU, 2019-06) Worku, Selamawit; Tsegaye, Anteneh (PhD)
    The main focus of this research is how Addis Ababa residents make sense of the messages transmitted on the LTV show. Undertaking the study, 42 hours hard talk which aired from March1st, 2018 – March13th, 2019 were selected. A qualitative research method is mostly considered appropriate in audience reception studies, thus this study followed qualitative research methods such as, focus group discussion and individual in-depth interview. In order to achieve the research objectives qualitative research methods were used as mentioned above. Systematic sampling and Purposive sampling techniques were used to get participants of this research. The data found from the respondents and key informants were triangulated with the interviewees of producers of LTV show and other hard talk hosts. The findings showed that majority of the discussants create meaning depending on what is relevant to their daily life. Audiences discussed with the messages of the program and took the important lessons relating to their experience and culture of the society they are living with. Among the respondents most of them believed that LTV Show is relevant to audiences in creating awareness of hard talk and the current stance of the politicians and government officials. Audiences explained the opportunities the hard talk created for them and challenges they have faced. Accordingly, they gave their suggestions which help to shrinkage the weaknesses of the show. Finally, LTV Show producers and participants have agreed that LTV show needs to work in creating awareness of hard talk, analyse the criticisms, work on the nature of the hard talk and in giving opportunities to the audience‟s.
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    Opportunities and Challenges of Use of Facebook As Social Media Among The Youth in Private Higher Educational Institutions: The Case of Hope College in Addis Ababa
    (Addis Ababa University, 2018-12) Tefera, Gashaw; Tsegaye, Anteneh (PhD)
    Facebook is one of the largest sites in the world where we are not only allowed, but encouraged to connect with everyone. Facebook is user-friendly and open to everyone. Even the least technical-minded people can sign up and begin posting on. The study aims at examining Opportunities and Challenges of Use of Facebook as Social Media among the Youth in Private Higher Educational Institutions; with particular focus on Hope College in Addis Ababa. Both quantitative and qualitative research methods (mixed method research method) were adopted for the study where survey questionnaire and interview were used as specific methods for gathering the data from students and their teachers. A survey questionnaire was administered to 250 students selected through a random sampling technique, whereas in-depth interview was held with 9 teachers, for gathering first hand information. Explanatory sequential method was employed to analyze both quantitative and qualitative data. The finding shows that facebook has many advantages for both their social communication and for students’ academic purposes. It helps them to develop their knowledge because they can meet professionals, researchers, academicians and scientists. And also develops their social communication with their friends. The study also reveals that although facebook has many advantages; it has also some challenges for youth’s social communication especially with their family because, they are using at their home, in addition some students also prefer online chatting instead of face –to- face communication. It has also some negative impacts on their academic performance because; use of Facebook takes students study time. Finally, on the basis of such findings, the study has suggested pertinent recommendations with the view to coping up challenges of facebook and to use its advantages for their social communication and academic performance of students.
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    The Perceived Effects of Social Media/Facebook on the News Contents of Addis Zemen and Reporter Amharic Newspapers
    (AAU, 2019-12) Meketie, Alemtsehay; Tsegaye, Anteneh (PhD)
    The main purpose of the study was to assess the perceived effects of social media on the news content of Addis Zemen and Reporter Amharic newspapers”. In order to meeting the objectives of the study, four research questions were prepared. 1) What are the and disadvantages of social media for Addis Zemen and Reporter Amharic newspapers? 2) How social media influence Addis Zemen and Reporter newspapers? 3) How Addis Zemen and Reporter Amharic newspapers try to mitigate the influence? 4) What are the major shifts occurred on both newspapers due to the proliferation of social media? The study answered these questions by using qualitative and quantitative (mixed research design). The study used purposive sampling technique to collect data through survey questionnaire, individual in-depth interview and assessment of newspapers which were in the period of 1 April, 2018 – 30 August, 2018. A total sample of 30 journalists was selected to fill the survey questionnaire and to support the findings of in-depth interview. Whereas, four media professionals like producers, editors-in-chief’s and managing editors were purposively selected for the in-depth interview to collect the main data. The study revealed the following major findings. The first one was, however, social media influence the printed newspapers to focus on planned and analytical stories; mostly they were trapped by covering event based stories. The second one is that even social media gives an ample opportunity for the media industry; printed newspapers have not been exploiting the potential of the social media to the best of their interest. The third one was because of social media printed newspapers were challenged to cover event based stories and they were lead by social media and the reputations of printed newspapers in playing the role of forth state were took by the booming of social media become challenged. Therefore, printed media organizations must give especial attention to escape from these hindrances to perform a better achievement in the industry, it needs especial attention by the media houses, Ethiopian broadcasting Authority (EBA), media training institutions, media researchers as well as media policy makers.
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    A Study On The Language Use In The Communication Practices Of Commercial Bank Of Ethiopia
    (AAU, 2020-01) Oljira, Fekadu; Tsegaye, Anteneh (PhD)
    The present study investigated the use of language in the communication practices of Commercial Bank of Ethiopia in the context of business transactions of the Bank. Mixed research design that constitutes convergent mixed method was used to hold the analyses of the study. Qualitative and quantitative data have been used to regulate the study. The qualitative data were collected in in-depth interviews, observations and document analyses. In the quantitative part, questionnaires were used to collect the data and descriptive statistics focused on frequencies and descriptive that indicate aggregate mean values have been used to analyze the result. The finding suggests the Bank used only Amharic and English languages as its major working languages in Addis Ababa where it served heterogonous groups of customers. It also revealed the Bank used Amharic and/or English which had the same contents in their written and spoken forms for all customers that lacked legibility and clarity which could fit to the socio-linguistic variables of the customers. The qualitative data also revealed that the Bank did not use persuasive languages and the workers lack competence of business language skills to attract new customers according to socio-cultural background of the customers. Added to this, the quantitative data also revealed that 123 (66 1 %.) of the workers did not know any other Ethiopian languages where they served 100 (33.0%) of the customer respondents who were poor in Amharic. Moreover, to confirm the results found in the qualitative data, the overall aggregate mean values of customers’ responses for the clarities of the language used by the workers of the Bank on five points Likert scale, showed the customers could not clearly agree to the maximum level with the clarities of the language used by the Bank or workers of the Bank (M=3.5 (N=273, SD=1.213). In similar context, the aggregate mean values for the overall quantitative data of workers using different communication strategies to solve language problems showed the workers use different communication strategies moderately with their customers in their language use where a high level of using different strategies was expected ( M=3.00 (N=180, SD=1.271). Finally, the qualitative data result from interviews and observations provided the Bank was honest in its service delivery though the data also revealed that there were some public discourses such as the Bank’s being busy, serving the interest of the government and rich people which had negative implications. Based on these facts, it is recommended the Bank should revisit and restructure the use of language in its communication practices. It should also use the language according to the context of its heterogeneous customers. Ended, it is important to provide induction and continuous trainings on how to use language in business communication and solve language related issues to its workers.