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Item A Content Analysis of Children’s Tv Program: the Case of Addis Media Network (Addis Tv) “Yenege Frewoch” Children’s Show(Addis Ababa University, 2022-09) AbdilkidusTemam; Tenaw Terefe Asst. Prof.This study aims at analyzing of contents of children’s Tv program on Addis Media Network(Addis tv). Through critical observation and interviews with the producers, editors, and head ofthe show, an effort is made to understand the content of the AMN (Addis Tv) children's program.Content analysis and in-depthinterviews were employed to produce the necessary data for thestudy. In the context of this study, the qualitative content analysis of 10 children's programs 20%0f the total sample were selected through purposive sampling techniques which are broadcastedfrom January 2021 to December 2021 was done. In addition to this an in-depth interview heldwith the program editor, producer, and department head.The findings of the research verified thatAMN (Addis Tv) children’s Tv show has some constraints towards domestic oriented contentsspecially in the area of films, music, fairy tales and using puppets based stories. The outcomes ofthe individual in-depth interviews revealed that as there are some challenges which tackle themto produce a good children’s Tv show.Item A Study of Audience’s Reception of Etv Arabic News Report: Focus on Arabic Speaking Audience in Ethiopia and Beyond(Addis Ababa University, 2022-09) Sadia Bedru; Anteneh Tsegaye (PhD)The primary objective of this study was to analyze the ways in which viewers of the ETV Arabic news report program on the ETV Languages channel perceive the content of the program. In order to accomplish this goal, data collection was carried out utilizing a combination of qualitative and quantitative approaches. The data was collected electronically through the use of Google Forms, which is a platform for the administration of online surveys. After collecting the responses, the quantitative data from these responses were entered into Google Sheets in order to undergo data cleaning and statistical analysis using terms such as percentages, median, and frequencies. Various types of graphs, such as pie charts and line graphs, were used to illustrate the findings of this investigation. According to the findings, the program could be accessed rather easily through various channels of media such as Facebook and television, despite the fact that it did not have a presence on key platforms such as YouTube and Twitter. The respondents stated that the program does not broadcast quality content with the Arabic speaking audience in mind, and that the majority of its airings are unoriginal and directly copied from their Amharic counterparts. In addition, the respondents voiced their annoyance with the broadcast time of the program, describing it as being extremely inconvenient. The study gathered a variety of different aspects on the program's strengths and weaknesses by utilizing the qualitative data. Following the collection and analysis of this data, recommendations were established that can assist the program in enhancing the experiences of its audience.Item Abay through Written Literature of Ethiopia: A Focus on Ethiopic Ecclesiastical Sources [Analysis, Translation and Commentary](Addis Ababa University, 2016-06) Gelaye, Girma; Alehegne, Mersha (PhD)Ethiopian scholars, for example (Teferi , 2004:6), (Yaekob 2007:21 ), (Yäwlsew, 2012:10 ) ,and others did different researches related with ‘Abay. All of their research was connected with ‘Abay. However, they were not focused on the issue of ‘Abay as it is expounded in the popular imagination of Ethiopia in general and the country’s ecclesiastical culture and knowledge in particular. The principal objective of the thesis is to bring light on how the River has long been documented and interpreted in the textual culture of the Ethiopian Orthodox Täwahǝdo Church. To do this, the researcher collects different excerpts from different Manuscripts which deal on Abay and analysis them from the point of view of religious, political, social, economic, and geographical approaches. In order to accomplish the above work, this work is designed to have five chapters: the first chapter deals with introductory issues; the second and third chapters will contain description of the manuscripts investigated and the analysis of the excerpts with annotated translation respectively. The last chapter concludes the paper, by summarizing the evidences. Finally the research came up with the following findings; First Ethiopian orthodox Täwahǝdo Church Manuscripts are the primary informants about ‘Abay River, So researchers better to communicate with those manuscripts on ‘Abay issue. And the Church make open to discuss and teach her followers about, How Abay penetrate in Ethiopian Orthodox Täwahǝdo Church Commentary. The main finding of the study is the strong relation of Abay River, with Ethiopian religion, political, social, Economic, and Geographical situation is already describedItem Acceptability and implementation of Development Journalism: the case of Radio Ethiopia.(Addis Ababa University, 2010-06) Dino, Abdulaziz; Hassen, Mohammed (PhD)This research attempts to assess the level of acceptability as well as the level of implementation of development journalism by Radio Ethiopia in general and development journalists in particular. It mainly examines the views, perceptions and experiences of development journalists by using in-depth interviews, focused group discussions, personal observation and document review. In the in-depth interviews and focused group discussions deliberately selected development journalists were made to reflect their genuine views and perceptions concerning development and development journalism, and the relevance of practicing development journalism in the media. They were also made to reflect their role perceptions and their practical roles as a development journalist. As for the emphasis given to rural development reporting in the Ethiopian government media, Radio Ethiopian journalists also reflected much about the level of emphasis the media and journalists have given to rural development reporting in particular. In this regard, intensity of their inspiration and the media's tendencies in assigning journalists to rural have been analyzed. The research also attempted to examine the major challenges throughout the practice of development journalism. The findings show that development journalism is well-accepted as relevant and essential to the media, and hence, to Ethiopia. Yet it is misrepresented by deconstructing and then reconstructing it in a way it looses its widely accepted versions which allow significant amount of criticality. Moreover, development journalism is mistreated and the quality of the practice has not been adequately valued by potential stakeholders: the government, the media, journalists, and journalism education schools in Ethiopia. At the end, the research suggests possible pOints of action as to secure the acceptability and the quality of the practice of development journalism in Ethiopia.Item Access and Use of Communication Professionals in Advertising for Banking Industry; The Case of Three Banks in Addis Ababa.(Addis Ababa University, 2018-06) Paulos, Yared; Shiferaw, Yohanes (PhD)Banks in vest hi gh budget for advertisement. To get proportional promotiona l bene fi ts fro m the in vested adverti se ment bud ge t, it is adv isa bl e t hat advertise ment sho uld be prepared by professio nals. In ord er to do so, the work in g e n viro nm ent of bank in g adverti se ment and the access a nd us e of Communicati on Professio nals in th e prod uction of advertisi ng fo r the ban k in g indu st ry needs to be in ves ti gated . The aim of the stud y is to in vest igate the access and use of Communi cation Profess ional s and wo rk in g enviro nm e nt of banking adverti seme nt in the production of ad ve rti s in g f or the bank in g industry. Amo ng th e 18 Bank s, Comm erc ial Bank o f Ethi opi a, Zemen Bank and Lion Internatio nal Bank were se lected . The stud y e mployed m ixed re search m e th od and 100 key respond ents were se lected usin g purp os ive sampling. The quantitative s urvey qu es tionnaire was anal yzed us ing SPSS and presented in terms of descripti ve stati s tics. Th e qualitati ve in-d epth in terview was thematicall y analyzed . Resu lts indi cated that Banks use gu ide lin es to lead t heir advertis in g production pro cess w it h strong level of agree me nt w hi c h is the mea n resu lt of 3.69. Thi s showed a managements approve a d ve rti sement bud get properly (M=3.85). T here ex ist a needed fo r se n ior manageme nt ap pr oval in each production stage (M=3.2 8). It was fo und that o nl y a few (2.2 %) of Communication Professionals were used in banks and the task of p roduci ng advert isem ents were ha ndl ed by professionals who had hu s in ess a nd marketing educatio nal background. Thus, it was found that the bank in g industry had less accessibiliy and use of Com municati o n Profess io na ls for ad ve rtise me nt production. Based on the findings, some recommen dations were forwarded.Item 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.Item The Advertisement Practice and Audience Reaction towards it: The case of Oromia Television.(Addis Ababa University, 2013-06) Abebe, Tadesse; Lencho, Negeri (PhD)The main aim of the study was to examine the advertisement practices of Oromia Television and audience reaction with the theoretical foundation of encoding and decoding and situational ethical theory. The study of the research employed descriptive design involving both quantitative and qualitative approaches. Data were qualitatively collected through in-depth interview and questionnaire with open and close ended questions. Besides, purposive sampling method was employed to select the respondents of the study. The data obtained from conducted interview were analyzed qualitatively. In the study, the data which were gathered through document review basically ethical guideline and sample of broadcast ads, were presented in the forms of descriptive and the responses of the audience were presented in the form of the tables and chart with frequency and percentage. Finally, this data were analyzed quantitatively. Through the help of above methods the research answered four basic research questions. The findings of the study revealed that OTV advertisement manual which has produced by OTV and which were not given more attention to the problem (Marketing concept and professionalism) of advertisement ethics. The procedures more of followed by conducting advertisement focused on revenue generation. And the findings of the study also revealed that most of ads have the problem of imitation from local and foreign language, this leads the advertisement practices of OTV to standardization, similarly the practices are not understandable, the advertisement message is not adequate and some advertisement messages have no logical link with the product or products being communicated and advertisements transmitted on OTV are unreliable, exaggerated and deceptive information. Based on these indications the study concludes that there are problems of ethics in OTV advertisement which have been resulted from many factors. OTV advertisement practices have negative influence on purchasing decisions of the audiences. Finally, great attention should be given for improvement of the advertisement practices of OTV.Item Alternative Media Political Messages in Addis Ababa (2005-2010): Content Analysis(Addis Ababa University, 2010-09) Demissie, Elizabeth; Arsano, Yacob (PhD)Complete understanding of political communication entail looking at the context in which it is functioning. Considering contextual factors like culture, politics, economy, technology and history are very important to have a proper analysis. In countries like Ethiopia, cultural and historical factors have made alternative media consumption for political communication superior. This peculiar characteristic also comes out of the dominance of the oral tradition and the relative weakness of formal media institutions. Therefore, scholars suggest looking at the alternative media spheres to have a complete picture and understanding of the political atmosphere. In view of that, this research has attempted to analyze the contents of alternative media political messages that have been communicated in Addis Ababa from 2005 to 2010, which address local political issues. To deal with this, the study employed qualitative content analysis research techniques. The data were collected through interviews and participant observations from different public areas. The collected messages were examined and categorized based on the themes, nature, forms, sources and the network and channels they employed to communicate in detail following narrative analysis method. According to the findings of the study, election and governance are widely discussed political agendas in the alternative media sphere of Addis Ababa since 2005. Human rights, mainstream media and political parties are also among the important concerns of the public in the arena. Most stories discussed the failure in the current political system primarily. In messages which address elections, criticized the 2005 and 2010 elections as undemocratic. In addition, support and opposition for political parties are among the overriding pre and post election messages. The absence of good governance is the point of most governance stories. Regarding political parties, opposition and support for parties’ political agendas and their leaders are in focus. The human rights stories pose violation against human life and lack of freedom of expression as a major failure in the political system. Similarly, the mainstream media, ETV, is criticized for its failure to serve the public and pursue truth on the political issues. These stories disseminated information, critiques, commentaries, and politically challenging and mobilizing messages within ‘secret’ and established networks mostly with anonymous sources. Thus, the sources of most messages are not commonly locatable. On the other hand, the channels utilized vary from traditional words-of-mouth communication to new technologies like mobile phone. They appear in narratives as humorous tales, folk poems and popular songs incorporated Menezuma (Zakir), praise and curse verses (mirikatina ergeman), verses in graffiti and couplets. Generally, the media’s discussions are about perceived and/or real failures of the current political system. Thus it can inform about the panorama of what has gone wrong in the city's political arena. From these the government and different political actors can gain valuable information about a certain part of the society’s perceptions on different political affairs of the time.Item An Assessement of the Implement of Media Regulatory Policy in Ethiopia: the Case of Selected Five Media(Addis Ababa University, 2023-08) Mahlet Abdul; Dr. Mulatu AlemayehuThe main purpose of the current study was to assess how media policy and regulation implemented in Ethiopia. The overall objectives were to assess the implementation of the media regulatory policy with an emphasis on the Ethiopian Press Agency (EPA), Ethiopian Broadcasting Corporation (EBC), Fana Broadcasting Corporate, Ethiopian Broadcasting Corporation (EBC), Reporter Newspaper and Capital newspaper.The study focuses on media proclamation1238/2021. Research designs are types of inquiry with qualitative method approaches that provide specific direction for procedures in a research study, whereas research methods involve the forms of data collection, analysis, and interpretation that researchers propose for the studies. A qualitative approach is better suited to allow the researcher to investigate initial participant responses by using open-ended questions asking "why" or "how" so that the respondents can give detailed answers with full freedom and flexibility. To achieve this objective, data collected from the reporters,and assistant editors, editor in chiefs, on selected five media organizations were analyzed by using percentage form to interpret on descriptive way. In order to get the research participants, the researcher apply a non-probability sampling technique, snowball and purposeful sampling. The study used a sample of 120 participants from the total size of the five media outlets in the institutions. The major findings of the study are therefore; editorial policy of those selected five medias is not in line with the national media regulatory policy and other media policies, regulation, and proclamations. This is because journalists to access the policy, less publicity of the media regulatory policy and training in the media institution. Key words: - Media, Media policy, media regulatory policy, editorial policy, training, creating awareness.Item An Assessment of Audience Views With Bisrat Fm Radio 101.1: The Case of Auto Safety Program.(Addis Ababa University, 2022-11) FikremariamTesfaye; Dr. Yohannes ShiferawThe central focus of this study was to assess the views of audiences with Auto Safety radio program. The study tried to see the extent to which the program gratifies drivers and forwhat reasons or purposes that they listen the program. Moreover, the study also attempted toexamine the content and presentation of the program and know whether the preferences ofthe drivers are exactly addressed.This study employed mixed research design approach. To generate appropriate data for the study Convenience samplingtechnique andquestionnaires and semi-structured interview were used. Thequestionnaires were distributed to 200 drivers; among these individuals semi-structured interview wasalso made with twenty participants based on their personal compliance and considering their interest of time.The findings of the data showed that 86.3% of respondents agreed that the Auto Safety program offers them companionship, lessens loneliness and build social ties among drivers. The program enables people to share their experiences and learn about different things associated with road safety and their surroundings. Most drivers have a very positive attitude towards the program in this regard. Likewise, the program is trusted and the respondents thought that they get credible information. Therefore, the overall results of this study show that most of respondents were gratified and their needs addressed with the program that was produced.Item An Assessment of Children’s Experiences and Exposure of Watching Television Programs: Empirical Evidences from Addis Ababa.(Addis Ababa University, 2021-10) Martha Abebe; Agaredech Jemaneh (Phd)The impact of television consumption on child development has sparked a discussion among academics, parents, and politicians. Television, according to some experts, may have a favorable impact on youngsters. Television, for example, has exposed people to a wider diversity of cultures and communities, as well as raised young people's understanding of political and social issues, thereby boosting their influence on their own government. Others feel that children who watch more television as children would engage in less physical activity as adults. Children's social development is being hampered by a reduction in the number of chats they have with one another. As a result, the content of and duration of children's exposure to television (TV) shows is a contentious topic in child development and psychology. In this regard, the main objective general objective of the study is to assess children’s' experiences and preferences of watching Television Programs in Addis Ababa. A survey questionnaire was used to attain this goal and collect the data needed for this investigation. Then, the researcher employed descriptive analysis in her research. Different conclusions were drawn from the data analysis results. The study shows that the majority of the sample respondents (76.4 percent) have a diploma or above. An assessment of pertinent data found that the majority of the respondents (61.2 percent) are moms in terms of their relationships with their children. Furthermore, 56 percent of the parents polled had two children, implying that the parents polled have prior experience directing and raising children who watch television. The majority of the parents in the sample (71.6%) had children between the ages of 2 and 12. The results of this study revealed that chat shows (59 times) and soap opera/drama TV programs (58 times) are the two most popular TV programs among children, followed by cartoons (39 times) and sitcom TV programs (38 times) (35 times). However, it was observed that children's/TV children's shows are among the least watched by the target youngsters (19 times 8 local and 11 international 11). The study divulged that almost half of the respondents (49.3%) indicated that the major aim of viewing TV for children is both education and entertainment. Regarding the second research question, it was revealed that a substantial number of respondents, 44.7 percent, stated that their children watch TV virtually the entire day throughout the weakened. This study also found that a large percentage of the selected families (41.8 percent) claimed that their children watch TV at night. However, excessive watching time might lead to sleep and focus issues. The majority of respondents (76.7 percent) stated that their children watch television for 2-6 hours every day. For older children in their first two years of life, the American Academy of Pediatrics (AAP) recommends a daily limit of 1 to 2 hours of good TV programs and discourages television viewing. Despite these assertions, the study's target children watch far more television than is expected. Furthermore, the study discovered that almost half of the families polled (47.8%) said their children watch TV shows with their siblings. This may result in peer pressure and influence in their TV viewing habits. Moreover, it was discovered that the Hetro-Control method is the most commonly employed parental guiding strategy. Parents also employed co-viewing in conjunction with the hetro-control guidance strategy, according to the findings.Item An assessment of Communication Satisfaction at the Ethiopian Postal Service Enterprise(AAU, 2022-05-30) Yirgalem Tilahun; Amanueal Gebru (PhD)One of the foundations for improving an organization's efficiency is understanding the significance of measuring employee communication satisfaction. The idea of a communication audit is not well practiced in our country, especially in government organizations. One such company is the Ethiopian Postal Service Enterprise (EPSE). This research study is mainly aimed at exploring the level of employee communication satisfaction in EPSE with communication factors and also evaluating the relationship between job satisfaction and communication satisfaction by analyzing Dawns and Hazen (1977) communication satisfaction dimensions. The study also assessed the strength and weaknesses of formal and informal communication practices of the EPSE and also evaluated the relationship between top management and the employee and the supervisory subordinate relationship of the employee. A total of 137 EPSE staff members from 23 departments participated in this study. This study includes both managers and employees of the organization. The researcher used correlational research design and a mixed research method approach that included both quantitative and qualitative data. The primary data for the research was collected through Downs Hazen's 1977 CSQ 7-Step Likert type scale and in-depth interviews. The data were analyzed by SPSS software and by summarizing the responses from the interviewees. The study indicated that there is a low level of communication satisfaction among employees and that there is also a significant communication satisfaction difference in gender and term of employment. Additionally, there is a strong positive relationship between communication and job satisfaction. The study also discovered that middle management and staff members are not satisfied with top management's communication.. Employee satisfaction with their supervisor's communication is comparatively high. According to the research, improving employee communication satisfaction will require more efforts and initiatives from senior managers as well as efficient management of internal communication. By developing various motivational mechanisms to utilize and exploit their knowledge, EPSE also focuses on the communication satisfaction of experienced employees and male employees.Item An assessment of Public Relations Practices and challenges: the Case of GIZ Ethiopia.(Addis Ababa University, 2022-09) Sefanit Minwuyelet; Hailu Gutema (PhD)The purpose of this study was to assess the practices of PR in GIZ Ethiopia with specific objectives to explore the strategies used within the internal stakeholders and to examine the challenges faced in implementing the practice. It has also the objective of investigating the gap between the general understanding of professional PR from practitioners’ view and how they use it. A qualitative research method was employed, and data was thematically analyzed. The researcher collected data using one to one in-depth interviews (preparing semi-structured interview questions) with fifteen respondents and conducted participant observation. The findings of the study showed that the strategies used by the internal stakeholders of GIZ Ethiopia were targeted at building relationships within internal stakeholders although interactive relations within the stakeholders is found difficult to achieve as employees are not much responsive. Another finding is that the barriers of the PR practices in the organization were professional overlap which further impacts their dedication to the profession and their relationship within the stakeholders. This shows lack of understanding of the profession and its professional standard. Furthermore, the internal PR partitioners implement PR principles by using communication tools available in the organization while the communication flow and interaction focuses solely on sending and transmitting messages mostly not interactive/mutual. The internal PR practitioners view PR as professional. The activities of PR have standards and guidelines to keep uniformity and in turn to bring professionalism into the field. Nevertheless, there are misperceptions about public relations work and role. Because of its placement especially in project areas, it is disregarded for its role in promoting mutual relationships between organizations and stakeholders and its contribution to organizational goals. Proactive and interactive participation of the PR professionals is suggested to build mutual relationships and a common understanding on issues of the major activities. A two-way communication approach within the stakeholders is recommended. Key words: PR practices, building relationships, professional, stakeholders, strategiesItem An Exploratory Study of Organizational Strategic Communication Practice: The Case of Armauer Hansen Research Institute (Ahri)(Addis Ababa University, 2023-11) Betsegaw Demissie; Amanuel Abdissa (Assistant Professor)The purpose of this study was to explore the role of communication in the practice of strategic communication in AHRI. The method used was qualitative and quantitative, and instruments included interviews, questionnaires, and document analysis. Purposive sampling was used in the context of the study on the role of communication in the practice of Organizational strategic communication at the Armauer Hansen Research Institute to select participants. The study examined different types and channels of communication, and determined the effectiveness of the organization‟s strategic communication practice. It is worth noting that more than 56% of employees in the communication practice sector have been working at the institute for more than three years, indicating a workforce with substantial experience. Although internal communications generally receive positive feedback, there are areas that require improvement, such as transparency, dependability, and prioritization. Some respondents expressed dissatisfaction with the quality and relevance of research findings communicated by the institute. The study recommended prioritizing communication skills, transparency, and dependability, updating the strategic communication plan regularly, and engaging diverse communication approaches.Item An Interpretative Phenomenological Analysis of the Challenges of Private Press Journalists Imprisoned During EPRDF Era of Ethiopia.(Addis Ababa University, 2024-03) Hailegiorgis Mamo; Amanuel Gebru (Ass.Profe.)This study is a phenomenological examination of first-hand accounts of how twelve Ethiopian private press journalists faced both personal and professional difficulties while carrying out their journalistic duties during the EPRDF era. The researcher employed a phenomenological research approach using Alfred Schutz's "Life World" theory as a lens to understand the “essence” of the phenomenon under study. The participants who were deemed to be involved in partisan journalism narrateded their prison experiences and obstacles in both their personal and professional lives within the specified time period. Semi-structured in-depth interviews were used to collect qualitative data, and interpretive phenomenological analysis was used to analyse the data. In order to determine the "essence" of the phenomena, the study mainly looked into how these private press journalists faced trying circumstances while jailed at various detention facilities during the EPRDF era. The study shows that the EPRDF administration was a difficult period with a number of challenges for journalists, although some of them openly practiced partisan journalism and were to a degree blameworthy. Regardless, the administration's draconian interference with journalists' civic and professional freedoms, coupled with the journalists’ ownopenly partisan practices, cost them both their professional and personal freedoms. Ethiopia's political system—both present and future—should learn from the past, and treat journalists with respect for the realisation of press freedom and respect for human rights. On the other hand, journalists should also make every effort to engage in professional journalism and refrain from partisan journalism that comporomises their professional identity and image. Key words: Lived experience, Private press, Journalism in Ethiopia, Phenomenology, Interpretative Phenomenological Analysis, Authoritarian DemocracyItem An Investigation in to the Government‘s Ban on Alcoholic Advertisements and Its Impacts on Marketing Strategies of Brewery Companies: A Case of Dashen Brewery Company(Addis Ababa University, 2022-09) Teshome Hailu; Anteneh Tsgeaye (PhD)The success of a business depends on the marketing communication mix, or promotional mix, which includes advertising. Basically, this is responsible for offering a good or service and persuading the customer to buy it out of a sense of need or interest. Also, advertising helps to educate the target market about the product. Alcohol marketing and advertising in the media has been rigorously regulated and limited in Ethiopia. The effects of the ban on Brewing Company have not yet been researched. Consequently, the primary goal of this study is to investigate the effects of advertising restrictions on integrated marketing strategies for alcoholic beverages: a case study of Dashen beer factory. A qualitative research approach was used in this study. The marketing division and individuals in managerial positions at the Dashen Brewery sharing business make up the study's target demographic. Thematic analysis was employed after the data was translated and systematically coded segment by segment in accordance with the study questions. Amharic data was collected and translated word by word into English. It was then manually coded, grouped, and summarized under the main thematic domain. The prohibition on alcohol advertising has had a serious detrimental effect on new products. The restriction made it difficult for the business to attract new clients. To mitigate the effects of the prohibition, the business has been heavily training its employees, changing its focus to dealing with football teams (sponsorship), and maintaining quality to keep the former clients. Also, the general economic situation of the nation was one of the major marketing obstacles that influenced the capacity to invest in new clients, and these phenomena had an impact on the marketing situation. Focusing on other marketing aspects would therefore help to mitigate the damage. Focusing on other marketing aspects would therefore help to mitigate the damage. The government needs to research the effects of the prohibition on alcohol advertising and how it helps other nations. The corporation had to continue with various visible measures, such as social media marketing, sponsorship, social obligations, etc., in light of the findings. The study came to the conclusion that the prohibition on alcohol promotions had an effect on beer company marketing plans, either directly or indirectly. I consider Dashen's example in light of this research, but it also applies to other businesses in a similar industry. The sector's stakeholders should perform more research to better grasp its advantages and disadvantages. To aid in directing future decisions, this data should be put into a report.Item An Investigation into Instructional Initiations EFL Textbooks and Teachers use in Secondary Schools Reading Classes: Grades 11 and 12 In Focus.(Addis Ababa University, 2022-02) Yihun Birhanu; Alamirew Gebiremariam (PhD)The objective of this study was to investigate the instructional initiations that EFL textbooks and teachers employ in secondary schools reading classes. The study was conducted based on a multilevel descriptivecase study design. Data were collected through document analysis, classroom observations, interviews and questionnaires. Grades 11 and 12 EFL textbooks, English language teachers, and their classroom studentswere participants of the study. Pre-reading instructional initiations and reading comprehension questionsof the textbooks were purposefully selected to answer the first two specific research questions. With regardto the other two specific questions, forty one EFL teacher participants of Abiyot Kirs and Higher 23government secondary schools were involved in the quantitative study. Among these EFL teachers, eightparticipants teaching in grades 11 and 12 classes were selected using stratified random sampling techniquefor the qualitative study. Furthermore, three hundred thirty one students were selected through simplerandom sampling technique from eight sections of the EFL teachers who participated in the qualitativemethod. Then, the findings were analyzed qualitatively and quantitatively. In so doing, the study has two levels: EFL textbooks and teachers classroom discourses. Descriptive content analysis was the techniqueused to present the qualitative and quantitative findings of the first level. The study followed Initiation-Response-Follow-up (IRF) classroom interaction pattern to analyze the data collected from classroom observations at the second level. It also employed descriptive statistical analysis of SPSS software topresent the survey data results. Based on the data analyzed, findings of the two levels of the study indicatedthat EFL textbooks and teachers classroom initiations created students inadequate learning opportunitiesin the pre-reading and post-reading stages of teaching reading. The textbooks in particular deprived themof the practices of different pre-reading strategy uses significant to effective reading comprehension. Forinstance, they asked students pre-questions to obtain general comprehension abilities, but not to confirmexpectations, to extract specific information, and to gain detailed or critical reading facilities. With regardto comprehension levels, the textbooks mainly focused on initiations of literal comprehension leveldominated by cognitive demands of recognition/recall of details (L1) and recognition/recall of comparison(L4) sublevels. Though inferential comprehension was the next emphasized level, it was characterized bythe dominance of its fourth sublevel (inference of comparison, I4) which demanded the contextual meaningsof words and the absence of other sublevels (I3, I7, and I8). Additionally, the textbooks gave more attentionto critical thinking skills than the reorganizational comprehension level which comprises of classifying(R1), outlining (R2), summarizing (R3), and synthesizing (R4) sublevels. EFL teachers’ pre-readingclassroom initiations, on the other hand, limited students’ reading learning opportunities to the activation of their world knowledge and denied their reflections resulted from their personal experience and previoustexts read. With respect to their post- reading instructional classroom discourses, EFL teachers initiatedstudents to elicit text-based information despite the inclusion of high order cognitive demands of readingcomprehension questions into the textbooks. Answering own questions and narrowing initial questions werethe other initiating moves with which participant teachers impaired the instructional objectives of teachingreading in the textbooks. The former instructional move resulted from less thanthreeseconds of silent timeteachers had after posing questions and before students answered the comprehension questions. They didnot also initiate students with follow-up questions during whole-class text discussion sessions. Therefore,grounded in the findings of the study, the researcher suggests that material designers should give dueemphasis to the inclusion of different pre-reading instructional initiations and proportional distribution ofreading comprehension sublevels while preparing secondary EFL textbooks. Similarly, EFL teachers needdevelop their classroom interactional competence that students can capitalize on enhancing their generalcomprehension abilities.Item An Investigation of the Level of Audience Credibility and Hostility Towards Selected Ethiopian Commercial, Regional and National Television Channels(Addis Ababa University, 2023-09) Bereket Wondimu; Dr. Amanuel Gebru (PhD)Credibility and hostility are linked than previous literature has generally recognized and some studies were able to find the inter-connection between the two. This study explicated the credibility and presence of hostile media phenomenon in the Ethiopian commercial, regional and national television channels. Thus, the study applied an explanatory sequential design. Surveys and semi-structured interview were employed to gather the quantitative and qualitative data respectively. SPSS version 26 data analysis software was applied to analyze the data quantitatively, whereas the Classical Glaserian Grounded Theory (CGGT) approach was applied to analyze the qualitative data and develop a conceptual theory. The Amhara and Oromia regional states and Addis Ababa city were purposively selected for this study. The selection of these two regional states and the capital city emanated from their influence in the Ethiopian politics in the past and present, their substantial population and some evidence of ongoing attempts at mobilization. Purposively, 600 respondents from all the two regional and federal cities were selected. The snowball and convenience sampling were applied to select respondents. Through the sampling technique 19 respondents were selected for the semi-structured interview. The study purposively included all the private, federal and regional governments’ television channels found in the study areas; Fana television (FBC), Walta television (WT), Ethiopian television (ETV/EBC), Addis Television, Oromia Broadcast Network (OBN), Amhara Television (AMC). Even though the quantitative data showed that the Ethiopian commercial and national television channels are credible and less hostile than the regional states television channels but, the qualitative data indicated that three of them are not credible. Also, both the quantitative and qualitative data displayed that the Ethiopian regional television channels contribution to the hostile media phenomenon is more than the national and commercial television channels. Recommendations were given, so that every responsible body could take a step forward in solving the limitations with the Ethiopian media organizations, journalists and citizens.Item Analyisis of Disability Inclusiveness in Media Organizations: The Case of Ebc(AAU, 2021-03) Wariyo, Tigist; Shiferaw, Yohannes (PhD)As evidences show, substantial number of people with disabilities lives in Ethiopia. Though the number of people with disabilities is significant, disability inclusiveness in different services and opportunities is negligible. This study aims to explore disability inclusiveness in Ethiopian Broadcasting Corporation in respect to employment opportunity, disability issue coverage, attribution of disabled sources, and accessibility of built environments. To do so, qualitative research method is preferred and the data were collected through depth interviews, focus group discussions and from secondary sources. Twelve journalists and media representatives participated on the indepth interviews and 2 FGDs were held with twelve members each. Generally the data collected through these techniques divulge that implementation of disability inclusiveness is minimal in the Corporation. To put specifically the finding regarding employment reveals that PWDs are seldom employed in the organization. Concerning disability issue coverage, the findings clearly confirm that disability issues were covered rarely. The other finding points out that the views of people with disabilities as a group or individually is rarely attributed in stories dealing with common interest issues. This is due to lack of awareness of representatives & journalists.Item Analyses of Audiences‟ perception to “Netsa-Hasab” TV talk show program: The case of Walta Media and Communication Corporate.(Addis Ababa University, 2022-05) Hiwot Aklilu; Tadesse Zinaye (Ass.t Professor)This study was conducted under the title of “Analysis of audiences‟ perception on „Netsa-Hasab‟ talk show program on Fre - hiwot School NO.2 teachers in Addis Ababa” „Netsa-Hasab‟ is a talk show that has an interview format. The study has implemented the „uses and gratification theory‟ to determine why audiences watch the show, the perception of the audience on the show and overall approaches of the program presentation. In order to achieve the research objectives data was collected through focus group discussion and the sampling procedure was purposive. Four FGD that involved 24 participants were formed and the groups were arranged purposively. In addition, in-depth individual interview was conducted with the program producer. The gathered data finally were thematically analyzed.The finding of the research shows that Netsa-Hasab‟s hard way of presentation, evidence capacity, the questions and amazing performance of the host are attractive parts of the talk show. This implies that, the respondents regardless of their differences understand the talk show almost similarly.Majority of participants watch the show and like it. Others watch sometimes even they don‟t like the show. Far from the show there are other factors that affect audiences‟ satisfaction towards Netsa-Hasab talk show such as economic and civil unrest. Due to TV is more reliable and formal, audiences have not yet accepted internet access (YouTube) as a regular means of attending such weekly talk show. Also uncountable choice of media platforms make the audiences bored easily than the previous time.The results of the study revealed that live contexts play a major role in interpreting messages. Respondents make meaning depending on its proximity to their daily life. Subject, gender, age, political ideologies and discussion with others are among the factors which shape interpretations of the message from the show. However, there can be a complete misunderstanding of the intended message by some respondents depending on that both the producer and receiver of the message have different political ideology.