Journalism and Communication

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Browsing Journalism and Communication by Subject "Adopted foreign media"

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    Adapted Foreign Media Shows and their Perceived Impact on Cultural and Social Values in Ethiopia: The Case of Ethiopikalink Radio Show
    (AAU, 2018-02) Abebe, Ferezer; Tsegaye, Anteneh (Ph.D)
    This study is aimed at examining audience perception towards the impacts of adopted foreign media shows on cultural values and norms, with particular reference to the show Ethiopikalink. To find out the available data, the two qualitative data instruments, in depth interview and focus group discussions were employed. Regular listeners of Ethiopikalink were targeted for the research. They were selected purposively. Thirteen individuals who are selected from diversified groups were sought after for the sake of in depth interview and other seven intended for focus group discussion. The focus group discussion lasted for a length of one hour and each in depth interview conquered thirty to forty minutes. Results obtained from focus group discussion and in depth interview confirmed that audience’s perception towards Ethiopicalink was divided. Based on the finding, the majority of participants perceived segments of Ethiopikalink negatively. Those in their early and mid-20 tend to incline towards the contents of ‘wist awaki', 'moment of truth','yefekir clinik' and 'surprise call’, whereas those who are in their early and mid-30 indicated the opposite. It was also observed that audiences were divided across gender lines. Women perceived the shows more positively than men. Generally, respondents also believed that some contents had contradictory elements from the existing cultural values and norms of the society. Particularly, participants with high educational and professional background believed that the show affecting the existing cultural values and norms of the society. Media professional participants were found to believe the show continuously have violated media ethics. Depending on audience reception theory, the majority of the participants were oppositional readers, some of them were dominant and few of them were negotiated listeners of the contents of Saturday’s show of Ethiopikalink.