Journalism and Communication

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Assessment of Organizational Communication Practice: The Case of Ethio-Telecom Communication Division.
(Addis Ababa University, 2022-06) Selam Mulugeta; Dr. Samson Mekonnen
The present study aimed to assess the practice of organizational communication (OC) at Ethio-Telecom Communication Division. A qualitative research approach was employed with the use of a case study research design. Purposive sampling was used to select ten communication employees of the corporation whose jobs are directly related to the profession. Communication tools or materials produced and disseminated online by the corporation's communication and public relations department were also taken as the main source of data for the study. The instruments of data collection were in-depth interviews, document analysis, and non-participant observation. The data were presented and analyzed using a method of content and thematic analysis. The main findings of the study indicated that Ethio-Telecom used organizational communication directions which include directing actions, coordination and linking, relationships, explaining organizational cultures, inter-organizational linking, presenting an organizational image, and generating and promoting ideas and values. Ethio-Telecom used technology in an encouragingly effective way due to its move towards utilizing CMCs for organizational communication practice. The organizational communication instruments used by Ethio-Telecom were advertising, email, website, banner, poster, Broachers, outdoor ads, social media (Facebook, Telegram, Youtube, Instagram Whatsapp, Twitter, and LinkedIn), Telephone, mainstream media (TV and Radio), press release and face to face communications. Lack of collaborative work, lack of professionalism, and communication or Public relations duties being ignored were identified as the challenges of practicing organizational communications in Ethio – Telecom. Conclusions are drawn based on the major findings and due recommendations are also forwarded. Keywords: Communication, Organizational Communications, Public relations, Computer-Mediated Communication, and digital communication
Understanding of Social and Behavior Change Communication Intervention in Health Programs: The case of Amref Health Africa International Non-Governmental Organization
(Addis Ababa University, 2022-06) Solomon Tamerat; Teshager Shiferaw (PhD)
The effective communication of information on prevention disease and healthy lifestyles has played an important part in the improvement of the health status of the population. The benefits of good health communication are many, from better relationships between providers and patients to improved treatment compliance to reduced inequities of care. Amref Health Africa implemented its major programs in the developing regions, (Afar, Benishangul, Gambela and Somali). The population in these communities is found under a significant level of illiteracy and their living standard is also immeasurable. Therefore, in order to address these disadvantaged communities it is crucial that health professionals and stakeholders that have been working on the health prevention and control should communicate them strategically. This study is, therefore, primarily focused on the absence of communication strategies in the Social and Behavior Change Communication endeavors planned and executed by Amref health Africa, an international NGO. So as to bring the desired social and behavior changes, the Social and Behavior Change Communication (SBCC) should employ a well-developed communication strategy that takes stakeholders, target groups and gatekeepers into account.Qualitative research method was basically used to deal with the study problem, and quantitative research method was employed in order to supplement the data analysis. Data were collected through semi-structured in-depth individual interviews, 15 Amref health Africa program staffs who participated in the in-depth interview and focus group discussion (FGD) by using technology (zoom meeting) because of COVID-19. In-depth interviews were conducted with 15 Amref Health Africa program staffs and three focus group discussions (FGD) were conducted with program officers, project managers, and program managers since they are part of the SBCC programs directly and indirectly. Based on the findings of the research, the study recommends the need to develop integrated social and behaviour change communication (ISBCC) strategy. Developing integrated SBCC strategy to address the three program areas, Reproductive, Maternal, Newborn, Child and Adolescent Health (RMNCH), Disease Control and Prevention (DCP) and WASH.
Examining Social Media Activism by Journalists and its Influence on Media Credibility: In Case of Ethiopian Broadcasting Corporation.
(Addis Ababa University, 2024-05) Engida Melaku; Agaredech Jemaneh (PhD)
This Master's thesis investigates how journalists employed by the Ethiopian Broadcasting Corporation (EBC) navigate the complex relationship between social media activism and journalistic credibility within a restricted media landscape. Utilizing qualitative research methods, the study explores how EBC journalists leverage social media for self-expression while acknowledging the potential risks of compromising objectivity and damaging EBC's reputation. The findings illuminate the increasingly blurred lines between activism and journalism, raising concerns about media credibility. Experts propose a multifaceted approach to address this issue, encompassing the cultivation of strong ethical practices within EBC, the enhancement of media literacy among journalists, and the advocacy for press freedom. This thesis recommends revising existing social media guidelines, implementing targeted training programs, and pursuing press freedom initiatives. These strategies all emphasize collaborative efforts to ensure responsible social media engagement by journalists, ultimately safeguarding journalistic ethics and public trust in EBC. Key Words: Journalist activism, Media credibility, Ethiopian Broadcasting Corporation (EBC), Social media, Ethical standards.
Content Analysis of Documentary Film on Public Service Media: The Case of EBC
(Addis Ababa University, 2024-06) Fahmi Jemal; Tenaw Terefe (Ass.Proffesor)
This study make analysis on EBC's documentary programs in relation to documentary film principles and guidelines. Both quantitative and qualitative methods were used. While the quantitative method is a content analysis using a developed code sheet, the qualitative method is interviews questions to producers and directors and Textual content analysis of sampled documentary productions. The study analyzed ten documentary films using the developed coding sheet. These selected documentaries were analyzed to understand the format and theme used in the genre. By focusing on fewer films, the researcher can delve deeper into each production, examining its techniques and overall effectiveness in conveying the intended message. Ten documentaries released between 2019 and 2023 were examined in the study. Three documentaries were chosen for qualitative textual content analysis out of 10. These three documentaries were selected for its distinctive qualities that set it apart from the others. The study's limited selection of documentaries allows for a more thorough assessment of each film's textual and visual components. Quantitative data collected through the coding sheet will be analyzed using statistical techniques. Qualitative data from the in-depth interview and textual content analysis have been thematically analyzed, from the sample of ten documentary films; three were selected for qualitative textual content analysis. This analysis involved a detailed examination of the selected documentaries' content, focusing on textual elements such as scripts and visuals. The participants for in-depth interviews will be selected based on their involvement in the documentary filmmaking process, such as directors and producers, and the researcher selected nine respondents to conduct an in-depth interview. The study showed that documentary film producers do not spend enough time researching what they are doing for their documentary film production. The filmmaker indicated that there is a lack of uniformity in the research procedures followed by EBC. This suggests that there may be inconsistencies in how research is conducted across different documentary projects, potentially affecting the quality and depth of the content produced .The documentary producers were unable to maintain the proper story structure, and the story structure found a lack of uniformity and standardization. The study also indicated that a significant challenge faced by producers in its documentary production, particularly regarding the prevalence of paid documentaries produced in collaboration with external organizations. The study finally attempted to give recommendations for the documentary program producers, directors, and the station.
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 Democracy
Strategic Communication of the Ministry of Agriculture: Assessment of Public Mobilization in the Green Legacy Initiative Campaign
(Addis Ababa University, 2024-05) Marta Kebite; Abdulaziz Dino (PhD)
The Green Legacy Initiative Campaign is a tree-planting campaign initiated by the Prime Minister of Ethiopia in 2019. It aimed to minimize drought, combat climate change, improve agricultural productivity, and ensure food security and environmental sustainability. This research evaluates the strategic communication that the Ministry of Agriculture utilized for public mobilization in the Green Legacy Initiative Campaign. The study used surveys, interview schedules and in-depth interviews to collect data. The survey data was collected from Meta woreda of the Sebeta sub-city. For the questionnaire, 256 respondents were used to find data, whereas responses of 130 participants were collected through interview schedules. The in-depth interview data was collected from the Green Legacy Initiative’s technical and steering committees, natural resource and agro-forestry experts, PR officers from the ministry, region, and woreda, agricultural extension workers, and community leaders. Accordingly, 15 interviewees were interviewed to collect data. The quantitative data was analyzed using SPSS employing descriptive. The qualitative data was analyzed thematically. The research findings answered the research questions. Regarding the strengths and weaknesses, the findings show that the ministry's strategic communication has both strengths and weaknesses. Its strengths lie in creating awareness, mobilizing, and engaging the public, utilizing appropriate communication channels like TV, radio, and mobile SMS, as well as crafting clear, relevant, and consistent messages. However, it had weaknesses in providing messages about biophysical relations and collecting feedback from audiences. It also had shortfalls in utilizing social media platforms and websites and disseminating technical messages, specifically on post-management, regularly. In terms of the effectiveness of communication channels and platforms, the ministry effectively utilized traditional media channels like TV, radio, and print to reach wide audiences, including rural communities. However, the ministry's use of social media platforms and dedicated website presence was limited and had inconsistent use of campaign materials over time, which could have been leveraged to engage the youth and the public, especially for post-management activities and the sustainability of the Green Legacy Initiative Campaign. Regarding the ministry’s message, the ministry's messages were effective in terms of clarity, relevance, and consistency, as they were crafted in collaboration with regional experts and communicated in local languages. However, the ministry lacked regular dissemination of technical messages on post-management activities. Generally, the ministry's strategic communication had several strengths, including effective collaboration with stakeholders, utilization of various communication channels, and the development of clear, relevant, and consistent messages. However, it also had notable weaknesses, such as a lack of clear messages regarding site matches, limited feedback collection, and irregular dissemination of technical information on post-management activities. While the ministry was successful in mobilizing and engaging the public, creating awareness, and building capacity, it struggled with social media utilization and the consistent use of campaign materials. Based on the findings, it is recommended to develop a comprehensive communication strategy for the Green Legacy Initiative, improve message dissemination in biophysical relations and post-management activities, and increase the utilization of social media and websites to reach a wider audience. Additionally, the ministry should sustain message regularity, strengthen post-management communication, and document the communication materials produced during the campaign. Implementing these recommendations can help the ministry enhance the effectiveness of its strategic communication and ensure the long-term sustainability of the Green Legacy Initiative. Keywords: Strategic communication, public mobilization, Green Legacy Initiative Campaign
Analysis of Public Relations in the New Age of Artificial Intelligence (AI): The Case of Selected Public Relations Professionals in Addis Ababa.
(Addis Ababa University, 2024-06) Mahder Haddis; Abdulaziz Dino (PhD)
AI (AI) is swiftly remodeling many industries and promising to significantly affect the sphere ofpublic relations (PR). While AI gives new capabilities that might enhance the work of PR experts, itsintegration additionally introduces challenging situations that practitioners ought to cautiously copewith. The overarching purpose of this research is to conduct an evaluation of both the opportunitiesand challenging situations associated with adopting AI technologies in the PR industry. Theresearcher employed a qualitative method, conducting interviews with 20 PR specialists who arecurrently using numerous AI tools in their day-to-day work. Additionally, a review of academicliterature was on established PR theories in relation to modern AI capabilities. Findings from theinterviews revealed major areas where AI is proving beneficial by using big data, to conduct mediamonitoring, sentiment analysis of large datasets, 24/7 content generation and rapid responsecapabilities. Professionals noted these applications have allowed them to dedicate more efforts torelationship building andstrategicplanning.However, challenges associated with AI adoption werealso identified through the discussions. Issues such as potential biasinalgorithmsdueto lack ofcontextual understanding, loss of the human touch in communication, and ethical concerns arounddata privacy emerged as areasrequiring address Based on these qualitative findings, a number of keyrecommendations were proposed. It was advised that PR practitioners develop expertise in AI toavoid over-reliance, carefully select tools proven to avoid bias, and continue focusing on essentialhuman qualities like empathy which technology cannot replace. Ethicalguidelines for data use andstrategies for human-AI collaboration were also suggested. Areas for future research identifiedinclude more rigorous testing ofAI tools before adoption, studies on job disruption versusenhancement, as well as education programs to build practitioner competencies working with AI. Key Words: AI, Public Relations, Big Data.
The Analysis of Media Advertisements on Consumer Purchasing Behavior: - In the Case of Lifebuoy Soap Products in Ethiopia.
(Addis Ababa University, 2024-05) Mekidelawit Gessesse; Dr. Samson Mekonnen
This study investigates the influence of media channels on consumer purchasing decisions forLifebuoy soap products in Ethiopia. A mixed-methods approach was employed, including asurvey, key informant interviews, and a content analysis of Lifebuoy soap advertisements. Thesurvey, conducted with 77 participants, revealed that media exposure significantly influencesconsumer decisions, with EBS TV being the most impactful channel. Advertisement preferenceshighlighted the importance of information about product benefits, while perceptions of Lifebuoysoap products emphasized their effectiveness in promoting hygiene. Key informant interviewswith 25 participants provided insights into media advertising strategies, emphasizing theimportance of timing, high production standards, and alignment with consumer preferences. Thecontent analysis of Lifebuoy soap advertisements identified emotional appeal, witness approach,dramatic approach, and direct selling as key elements influencing consumer preferences.Overall, the study suggests that targeted and engaging advertisements on media channels can positively influence consumer behavior and purchasing decisions for Lifebuoy soap products inEthiopia.
Examining the Acceptance and Adoption of Digital Job Matching Platforms Using A Modified Technology Acceptance Model: A Case Study of Hahujobs and Afriwork in Addis Ababa, Ethiopia
(Addis Ababa University, 2024-04) Tesfayesus Alemayehu; Amanuel Gebru (Asso. Prof.)
Digital job matching platforms have emerged as powerful tools in the labor market, facilitating efficient and effective connections between job seekers and employers. These platforms utilize technology to aggregate and match job opportunities with qualified candidates, offering a streamlined and convenient approach to the job search process. The objective of this research was to examine the acceptance and adoption of digital job matching platforms using a Modified Technology Acceptance Model, focusing on a case study of HahuJobs and AfriWork in Addis Ababa, Ethiopia. Using the Modified Technology Acceptance Model, data from 304 respondents on Afriwork and HaHuJobs were collected via Google Form. Analysis involved SPSS (v27) with descriptive statistics, factor analysis, and regression to identify associated factors. Additionally, Simple and Multiple Linear Regression Analysis was conducted, with statistical significance declared at P-value <0.05 and a 95% confidence interval. A Modified TAM-based analysis with qualitative insights was done to triangulate and validate results of quantitative analysis. Results revealed that this model is applicable for assessing the acceptance and adoption of digital job matching platforms. User perception and experience were found to be the strongest determinant factors for the acceptance and adoption of digital job matching platforms. In addition, intentions and attitudes toward platform use was found to be the strongest determinant factor for the acceptance and adoption of digital job matching platform. Qualitative analysis has revealed that digital job matching platforms, valued for their efficiency, and streamlined job search process, resonate with users due to their user-friendly design (TAM's PEU) and ability to save time (TAM's PU). While personalization enhances user satisfaction, platform trustworthiness is crucial. Addressing concerns about information quality, user experience, and clear communication solidified these platforms' role in the job market, ultimately empowering users with a more efficient and successful job search. Analyzing the reach and effectiveness of government programs aimed at equipping citizens with the digital skills needed to navigate job search platforms effectively was also undertaken. This involved collaborating with government agencies to collect data on program participation rates and user feedback on the effectiveness of these initiatives in improving digital literacy. Keywords: Technology acceptance model (TAM),Confirmatory Factor Analysis
The Role of Media in Promoting Agricultural Productivity: The Case of Fana Broadcasting Corporate (FBC) “Kemamret Belay” Television Program.
(Addis Ababa University, 2024-04) Yimer Dawod; Arka Abota (PhD)
The Ministry of Agriculture Ethiopia is implementing various forms of communication to bring attitude change on the farmers with the aim of transforming the agricultural sector. Hence “Kemamret Belay” Television program has started since 2020. The current study intends to evaluate this television program; the major themes covered, the framing of issues and the role it played. Additionally, the challenges that journalists are experiencing at the time of content production, which hinder quality production and professionalism are addressed. To do so the study followed qualitative research methods. Qualitative framing analysis and in-depth interview are the data collection instruments. Accordingly, the major themes of the program are highly dependent on the agricultural season; seeding and planting, cultivation, harvesting, livestock production, horticulture and irrigation activities took the highest coverage. The programs are also framed with responsibility, importance, urgency, and challenge. The study also revealed the role of the program and the challenges the producing journalists are experiencing. Recommendations are also set based on the findings. The program should focus on livestock and horticultural issues, use different presentation styles, training for the program producers, use mobile phones and radio to reach more farmers. Additionally, program producers should receive discussion agendas from rural communities to foster two-way communication. Key Words: Agriculture, Media, Communication
Broadcasters Role in Bringing Social Change: A Social Cognitive Theory Based Examination of Health Promotion Messages Produced by BBC Media Action in Ethiopia
(Addis Ababa University, 2020-06) Tihut Tilahun; Tadesse Zinaye (Ass. Prof.)
In this paper, efforts have been made to examine the role of broadcasters in bringing social change by analyzing the message contents of the radio magazine programmes and Public Service Announcements (PSAs) produced by BBC Media Action in Ethiopia and broadcasted in collaboration with different local media organizations. The paper uses a qualitatively dominated analysis with a little statistical analysis. Content analysis using social cognitive theory and the health belief model has been employed as a dominant analysis strategy. Based on the findings, it has been confirmed that the broadcasted radio programmes and PSAs have the power to motivate the targeted audience through properly introducing the health habits, by giving in-depth instruction for better health practices, and showing the negative outcomes of failing to abide by the health behavior are provided in the messages of the programmes. In addition to that, the finding indicates message contents that could help the community to boost self-efficacy have been incorporated. In the same manner, it has also been confirmed that the PSAs contain messages that demand actions from listeners as the messages contain concepts of social cognitive theory and health belief models, and persuasive messages were also part of it. Key challenges such as lack of infrastructure, poor living standards, illiteracy, and some security issues have also been identified as a major challenge in bringing social change through BBC Media Action programmes as intended. Based on the key findings the researcher forwarded an insightful recommendation that help to improve the effectiveness of such kind of programmes implemented in rural Ethiopia.
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 Alemayehu
The 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.
Internal Organisational Communication Audit of Hibret Bank Head Office.
(Addis Ababa University, 2022-06) Tirusew Geresu; Samson Mekonnen (PhD)
The purpose of this study was to assess the internal organizational communication of Hibret Bank Head Office. This study adopted a hybrid communication satisfaction questionnaire administered to 138 respondents and In-depth interview was conducted with four chief officers. In the study descriptive statistical method of analysis is used to analyse the quantitative data and the quantitative data was analysed through descriptive statistical method of analysis using SPSS .The findings in the study indicated that the internal organizational communication at Hibret Bank Head Office Addis Ababa is characterized mostly by down ward communication and inconsistent information flow. The communication channels are also designed to serve only downward communication. Much is needed to enhance the internal organizational communication at Hibret Bank. As shown in the findings of the study the internal organizational communication mostly serves to communicate employees about policies, procedures, manual and changes within the bank. Upward and Downward communication at Hibret Bank is found to be weak based on the findings from the questionnaire and the interview. Though there is a platform which is used as private conversation channel between employees and the Chief Executive Officer the information flow in the bank should be revised. To this end upward and horizontal communication directions should be deployed to have effective and efficient internal organization communication within the bank as clearly stated in the findings of the questionnaire and the in-depth interview. It is also revealed in the study finding that the overall internal organizational communication practice at Hibret Bank Head Office should be revisited. Moreover, the communication channels need to be tailored to serve its intended purpose and also enable employees to actively engage in the internal communication process. Key Words: Organizational communication, Communication audit, Measurement
Public relations practice and challenges in multinational Companies in Ethiopia: A descriptive study of coca cola beverage Africa and Multi-Choice.
(Addis Ababa University, 2022-06) Yosef Shumye; Tadesse Zinaye(Asst.Prof)
Through effective communication, the fields of public relations have grown dramatically in order to build relationships between an organization and its key publics. The purpose of this thesis is to look into the practice of public relations in Coca-Cola beverage Africa-Ethiopia and multi- choice Ethiopia. It took the form of a qualitative case study. The study's target was on public relations professionals. The information was gathered through a qualitative in-depth interview and a document review. The researcher used a qualitative data analysis and interpretation strategy. The major findings of the study indicate the Public Relations practice in the study area is in a good condition with few things to be corrected. The public relations departments in both companies under study have a management function. The public relations department in coca cola beverage Africa -Ethiopia directly reports to the CEO but the department at multi-choice reports to corporate affairs. Both the public relations departments have a smooth relationship with their respective head quarters. Budget dependence and lack of human power was mentioned as major challenges for multi- choice Ethiopia public relations department. While at coca cola beverage Africa –the political instability in Ethiopia and the continuously changing of business related are the major challenges. The researcher recommended multi-choice Ethiopia to structure the department independently and hire additional human power to the team. Building strong government relations and investing more on corporate social responsibility are among reconditions given for coca cola beverage Africa- Ethiopia.
New Media Practices in Learning and Teaching Process during the Covid-19 Pandemic: In the case of Addis Ababa University Students and Instructors.
(Addis Ababa University, 2022-07) Amakelech Shibru; Agaredech Jemaneh (PhD)
The Covid-19 pandemic has caused a shift in education from face-to-face classes to onlineclasses. However, students and teachers faced many challenges in utilizing new technologiesfor learning and teaching.This study examined student and instructor practices regarding theuse of new media during the Covid-19 pandemic, particularly Zoom, Google meet, Telegramand email.This study was conducted using mixed methods. Participants were selectedsystematically and purposefully from four colleges of Addis Ababa University. Datacollection was performed using a questionnaire and an in-depth interview. A majority of the sampled population (58% of the population) practices Zoom, Google meet telegram, andemail by asking an experienced individual for advice. Based on the current study result, it isevident that students and instructors encounter many challenges when practicing new mediain learning and teaching.These challenges included low network infrastructure, low ICTskills, and Unfamiliarity with new media technology. The study findings showed that 52% ofrespondents strongly agree that they are not satisfied with Zoom, Google Meet, telegramemail learning, and teaching. Keywords: Covid-19 pandemic, New Media Technology, Online Class: Learning, Teaching
Assessing media practice in building democracy in Ethiopia: The case of EBC
(Addis Ababa University, 2022-06) Daniel Jemal; Dr. Mulatu Alemayehu
The absence of democracy, joblessness, lack of good bad governance, abuse of human rights and repressive nature the EPRDF government are the major factors that advanced the mass political discontent and protest against the government. The law and order are at risk in various parts of the country so the subsequent impact led the country to adjust its leadership and policy reforms. These turbulent political conditions are the reasons for the coming of new Prime Minister Abiy Ahmed. In fact, the transfer of power was peaceful and the new leadership launched unprecedented reforms to accelerate the country's path towards democratization. At this time, the focus of the media is mainly placed on access to information, freedom of speech and media’s impact on the realization of democracy. However, vehement conflicts are happened here and there in different parts of the country in return the reform has confronted several internal and external challenges. To assess the study, EBC is selected thus the study focused on news and programs since this media house is dominant sources of hard news and information in the absence of a strong independent media outlet in the country at this time. Hence, the central objective of the study is to analyze the media practice in playing its roles in building democracy in Ethiopia, particularly, after Abiy Ahmed came to power. Towards that end, it employed qualitative research methodology by taking sources from Ethiopian Broadcasting Corporation (EBC). Data collected from primary and secondary sources. Key informants were used as the basic source of primary data for this research. The study used purposive sampling as a tool to select the key informants on the basis of certain predefined purpose. Semi-structured interviews with key informants have been conducted. The major findings from the study indicate that EBC has not been playing significant roles in contributing to the development of democracy in the country. The study also found that limited access to information, fake news, self-censorship and weak institutional management are of the major challenges that the journalists have been facing while trying to report stories and produce programs that can promote democracy in the country.
Journalism Professional Practice and its Challenges in FBC in focus on reporters, and editors.
(Addis Ababa University, 2022-09) Jonse Ayana; Hailu Gutema (PhD)
The purpose of this study was to assess the professional practices of Journalism in Fana Broadcasting Corporate (FBC) reporters, and editors in focus. Specifically, the study tried find out the extent to which the media is applying the principles of ethical journalism; factors that affect the reporters and editors to exercise journalism professionally and challenges the FBC reporters and editors are facing while performing their regular activities. In order to collect appropriate data, the study employed mixed research design which includes both qualitative and quantitative methods. Purposive sampling technique was employed to select subjects for questionnaire and in depth interview. The researcher believed that purposive selection of participants was useful to get the right experienced journalist who could provide reasonable data about the professional practices of the selected media house. The researcher selects about 80 respondents which consists the majority of reporter. The findings of the study showed that FBC is exercising the professional journalism with some suggested reservations. The government’s interventions and editorial board direction are among the factors affecting the media house professional practice. Refusal and delayed responses of government officials to the public questions, bureaucratic arrangement of the administration and lack of sustainable trainings are also among the challenges the journalists are facing. The observed reservations are about the journalist’s independency, and an interference of government bodies are among points the media should avoid.
The Function, Practice and Challenges of Public Relation in Health Organizations; Focused On Black Lion Hospital
(Addis Ababa University, 2022-03) Mengistab Girma; Tadesse Zinaye (A. Prof.)
This study aimed at exploring the function, practice and challenges of public relation in health organizations; focused on black lion hospital. In order to be able to answer the questions, quantitative and qualitative research designs were used. For the questionnaire of quantitative design, a total of 128 individuals from management members, employers and clients of the Back Lion Hospital were selected with purposive sampling method and filled by them. For the in-depth interview of qualitative design, from Black Lion Hospital, One PR director, three department heads and three senior experts had been interviewed. Frequency and percentage statistical techniques were used for quantitative data analysis by using SPSS statistical software; while, the qualitative data was analyzed thematically. The outcome of the data analysis revealed that the practices of public relation in Black lion Hospital are limited to some activities of PR; there is shortage of man power and budget in the PR department. There is also lack of organized, appropriate PR activities and developing strategies and implement appropriate communication tools that can be accessible to all Hospital Community and clients as quickly as possible. The research shows that Black Lion Hospital Mangers and experts provided that there are critical challenges like Insufficient budget allocation, the PR organizational structure permits Low number of professionals, on the Side of Hospital Managers The importance of PR is underestimated, There is no PR code of conduct and PR does not play management function and advisory role in Black Lion Hospital on the other hand the practitioners are assigned according to their skills and knowledge of public relation, this is the good part of the finding. Finally, the researcher forwarded recommendations to conduct and establish the organizational PR strategies and Implement diversified and appropriate PR activities that create opportunities to raise awareness and mobilize the public toward the issues wanted to be communicated and enables the PR practitioners to perform as per the planned activities and to implement diversified and appropriate PR activities and to overcome challenge.
The Utilization of Public Relation to Promote Tourism in Gambella Regional State
(Addis Ababa University, 2022-11) Pel Both Bol; Anteneh Tsegaye (PhD)
The utilization of public relation to promote tourism in Gambella regional state and this aim has also accomplished through the following specific objectives: to explore the practice of public relations within the Gambella cultural and tourism in promoting regional culture. to determine the purpose that prompt culture and tourism to combine role of public relations and the other departments, to examine the role of public relations within Culture in Gambella and Tourism Bureau. Even though, there are few researches conducted regarding public relations practices in some institutions in Ethiopia, the utilization of Public relations seems lack of attention by Gambella culture and tourism researchers. Since Culture and tourism has their own publics; they need to give emphasis on communication of both internal and external stake holders. Most of them did not have professional public relations practitioners and the practice functioned by either delegated departments or in a simple routine activity of the bureau. The study used mixed research method. To explore the eco-system or practical level of the profession, the role, importance and purpose of the practice, both primary and secondary data were collected and used. The primary data was collected through self-developed questionnaire and interview, whereas the secondary data was collected to relating reviews. Legitimacy theory was used as a theoretical foundation of this study. The collected data has been analyzed quantitatively and qualitatively. The study shown that the professional public relation practice in Gambella culture and tourism bureau was nominal, the utilization of public relations practice is to disseminate information from the organization to its publics and the purpose of the practice is more of publicity rather than managerial functioning of the profession. As a result of this research, the researcher summarized, and concluded as well as forwards the important recommendations to improve the practice. Some of the recommendations included as following. Gambella Regional state’s tourism needs professional public relations practice to communicate and manage good relationship with their publics in order to promote the regional culture to attract tourists. To perform the public relations practice in a better way, the practitioners need to know the purpose.
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.

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