Journalism and Communication

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National Allegories in Selected Contemporary Anglophone African Novels (2005-2015)
(Addis Ababa University, 2024-12-01) Alem Sitot Getaneh; Molla Feleke Desta
National allegories are important critical tools in the study of postcolonial literature. They serve to examine the themes and strategies of postcolonial literary writers. This study aimed to explore the socio-historical and cultural conditions of postcolonial African nations that received huge impacts from the aggression of colonialism and the spread of imperialism by interpreting novels that are written to reveal these impacts. It was also intended to investigate the visions of contemporary African literary writers about the future goals of the post-independent nations. To address these, the study designed a textual analysis approach. The novels were selected purposively based on the significant socio-historical backgrounds they reflect. Basically, the following generic criteria were used in the selection process: the prominence/influence of the writers in modern African literature, the novels’ recapturing of the African socio-political situations, the persistence of the writers in reflecting the situations, the periodic contemporaneity and the main Anglophone literature’s regional representations. There are also specific aspects that were used to identify the allegoricity of the novels. Some of these include: the parabolic nature of the novels, the presence of satire, the presence of elements of myths and symbols, the polarized views of the characters, and the inclusion of cultural and historical references in the novels. The novels were analyzed against the idea of national allegory by employing critical reading followed by analytical interpretations. Accordingly, the authors reflect the national cultures and traditions, histories and struggles of their respective countries in the novels. Ben Okri represents the Nigerian oral traditions and the history of its ancient kingdoms in his Starbook. Ngugi wa Thiong’o reveals the conditions of Kenyan culture and history in the post-independent period in his Wizard of the Crow. He also exposes the nature of the authoritarian regime in the country under the leadership of most probably Daniel Arap Moi. Zakes Mda depicts the socio-cultural and historical conditions of the amaMpondomise people in South Africa during the colonial aggression in his Little Suns. Particularly, he unveils the impacts of colonial war against the native community. Themes like loss, exile, love of culture and history, perseverance and resilience are significantly reflected. These authors use the novels to respond to the colonial narrative against the colonized subjects and histories, the patriarchal hegemony against women, the oppressions of the ruling class against the lower class, and the arrogance of an authoritarian regime. They also show the impacts of unity and division. They reflect the tension between the ethnic, cultural and social groups that resulted from the legacy of colonialism. Lastly, they indicate their future visions for the countries. They address themes of hope, regeneration, unity, perseverance and resilience, change and transformation. Importantly, building a unified national identity through mass mobilization and organization and regenerating the past socio-political complexities for the socio-historical transformations are among the keys forwarded as solutions for the persistence crises that Africans are languishing until today. Hence, examining African contemporary novels against the idea of national allegory helps to understand the trends of development in African literature thoroughly.
Machine Learning Models for Amharic Clinical Chatbot
(Addis Ababa University, 2024-12-01) Bezayt Yewondwossen Awlachew; Demeke Asres
This master’s thesis focuses on experimenting with and evaluating deep learning techniques alongside various classical machine learning models for the development of an Amharic chatbot. The models examined include decision trees, support vector machines, random forests, logistic regression, Naive Bayes, multi-layer perceptron , and Bi-LSTM. Additionally, the research aims to identify the most effective feature extraction method. The methodology encompasses data collection, preprocessing, feature extraction, model training, and evaluation, with accuracy serving as the primary performance metric. The results demonstrated that using TF-IDF with hyperparameters 'n_estimators': 100, 'min_samples_split': 2, the Random Forest, SVM, and Decision Tree models achieved an accuracy of 0.9286, while Naive Bayes and Logistic Regression had accuracies of 0.6964 and 0.7679, respectively. Using CountVectorizer with the same hyperparameters, the SVM, Naive Bayes, and Logistic Regression models achieved the highest accuracy of 0.9286. The Decision Tree model followed with an accuracy of 0.8929, while the Random Forest model had an accuracy of 0.8214. Precision, recall, and F1 scores were also evaluated, with SVM, Naive Bayes, and Logistic Regression models showing consistently high performance across these metrics. These findings suggest that the choice of feature extraction technique and hyperparameter tuning significantly impact the performance of certain models. Interestingly, the MLP Classifier model outperformed the other models when using the TF-IDF feature extraction technique, achieving an accuracy of 0.9643, In General, from the experiment, we observed that the Bi-LSTM model performance is lower than the other models.
Marketing Communication Strategies of Global Bank Ethiopia: For Effective Customer Engagement and Brand Positioning By:
(Addis Ababa University, 2024-09-05) Henok Engda; Agaredech Jemaneh
This study aims to evaluate the marketing communication strategies employed by Global Bank Ethiopia (GBE) to enhance customer engagement and brand positioning. Utilizing a mixed-methods approach, the research involved surveys distributed to a random sample of GBE customers, semi-structured interviews with key marketing personnel, and content analysis of marketing materials. The study achieved a high response rate of 90% from 240 respondents, predominantly male (75%), middle-aged, and self-employed (75%). Analysis revealed that while GBE effectively uses a diverse set of communication channels and emphasizes digital banking solutions, significant gaps exist in the strategic objectives and operationalization of its marketing efforts. Customers primarily preferred using the bank's website/app (54.58%) and in-person interactions (26.67%) for communication, with minimal use of email and social media. A majority found GBE’s advertising campaigns ineffective (61.67%), and most respondents had only partial information about the bank’s products and services (81.25%). Trustworthiness and relevance were identified as the most appealing aspects of GBE’s marketing messages. The research also highlighted challenges such as high advertisement costs, political instability, and poor-quality supplies from vendors. Recommendations include diversifying marketing channels, improving advertising effectiveness, enhancing product information dissemination, leveraging customer feedback, maintaining trust and relevance, developing detailed strategic objectives, and adopting a strategic framework for channel selection. This comprehensive analysis provides valuable insights into GBE's marketing communication strategies, identifying areas for improvement to better align with customer needs and industry trends.
Crisis Communication Management in Commercial Media in Case of Ethiopian Broadcasting Service
(Addis Ababa University, 2023-10-15) Nafkot Tigistu; Anteneh Tesgaye
In the contemporary media landscape, fraught with challenges and potential crises that can significantly impact an organization's reputation and credibility, this thesis conducts an in-depth exploration of Crisis Communication Management (CCM) in the context of a prominent commercial media institution, the Ethiopian Broadcasting Service (EBS). Employing a qualitative research framework, the study relies on extensive interviews and two pertinent case studies to meticulously examine the multifaceted strategies employed by EBS in responding to crises. Qualitative research methodologies, such as interviews and case studies, form the cornerstone of this inquiry, enabling an exploration of the nuanced and context-specific dimensions of crisis communication within EBS. By actively involving key stakeholders within the organization, including executives, communication professionals, and journalists, the research endeavors to unearth invaluable insights into EBS's perception, comprehension, and adept management of crises within the dynamic and ever-evolving media environment. The research findings reveal that EBS employs a combination of crisis communication practices and strategies, including swift response, message consistency, and transparency. Stakeholder engagement and social media monitoring play pivotal roles in managing crises effectively. However, challenges such as rapid information dissemination on social media, limited resources, audience perception and the need for improved internal communication were identified. EBS's case studies illustrate the organization's varying responses to crises, highlighting the importance of context and adaptability. Based on the findings, this study recommends that EBS enhance its crisis communication management by investing in social media monitoring tools and training to address the challenges posed by the rapid spread of information online. Furthermore, internal communication processes should be strengthened to ensure a unified response during crises. The organization should consider developing a comprehensive crisis communication plan that incorporates lessons learned from the case studies. Finally, continued stakeholder engagement and transparency should be prioritized. This research contributes valuable insights into Crisis Communication Management within the commercial media sector, focusing on EBS as a case study. The study underscores the importance of context-specific crisis response strategies and highlights the challenges faced by media organizations in the digital age. By embracing recommended improvements in crisis communication practices, EBS and similar organizations can enhance their crisis preparedness and effectively navigate the complex media landscape, safeguarding their reputation and maintaining stakeholder trust in times of crisis.
Factors Affecting the Framing Agenda in Pre-election: A Study of the 2021 Ethiopian National Elections, with a Focus on the Ethiopian Broadcasting Corporation
(Addis Ababa University, 2024-10-05) Kidist Feyisa Shuma; Teshager Shiferaw
This study examines factors affects the framing agenda employed by the Ethiopian Broadcasting Corporation (EBC) during the pre-ection discussions leading up to the 2021 Ethiopian National Elections. Utilizing a qualitative content analysis approach, the research investigates how the EBC framed political narraties,issues and candidates,influencing public perception and political discourse.The study highlight key themes in the coverage,including nationalism,ethnic identity,and democratic process,revealing how these frames served to mobilize support or create skepticism among the electorate. By analyzing the interplay between media framing and political context,this research provides insights into the role of state media in shaping electoral outcomes and the broader implications for democratic engagement in Ethiopia.The findings underscore the importance of understanding media framing in transitional democracies,offering reccomentdations for future electoral voverage and media practices.
Media Role for Religious Relations: The Case of Egyptian Coptic and Ethiopian Orthodox Churches
(Addis Ababa University, 2024-05-05) Tsige Mezgebu Tegegn; Arka Abota
This study set out to examine how The Al-ahram, Berhan ena Selam, Addis Zemen and The Ethiopian Herald newspapers covered Religious Relations between the Egyptian Coptic and the Ethiopian Orthodox Churches in the years of 1929,1948,1951 and 1959. The reason why these years were the turning point of the Ethiopian Orthodox Church. A content analysis was used as major research method. The study employed both quantitative and qualitative methods to gather and analyze the data. Purposive sampling was used to select the media and the items which met the criteria set by the researcher. Further, in-depth interviews were conducted with key informants who are well experienced in this area. The result of the study indicated the newspapers‟ focus on the coverage of autonomy for the Ethiopian Orthodox Church, discussion on the Ethiopian Orthodox Church position and the Ethiopian bishops and archbishops‟ consecration.
Factors Affecting the Framing Agenda in Pre-election: A Study of the 2021 Ethiopian National Elections, with a Focus on the Ethiopian Broadcasting Corporation
(Addis Ababa University, 2024-10) Kidist Feyisa; Teshager Shiferaw
This study examines factors affects the framing agenda employed by the Ethiopian Broadcasting Corporation (EBC) during the pre-ection discussions leading up to the 2021 Ethiopian National Elections. Utilizing a qualitative content analysis approach, the research investigates how the EBC framed political narraties,issues and candidates,influencing public perception and political discourse.The study highlight key themes in the coverage,including nationalism,ethnic identity,and democratic process,revealing how these frames served to mobilize support or create skepticism among the electorate. By analyzing the interplay between media framing and political context,this research provides insights into the role of state media in shaping electoral outcomes and the broader implications for democratic engagement in Ethiopia.The findings underscore the importance of understanding media framing in transitional democracies,offering reccomentdations for future electoral voverage and media practices. Key words: Framing, Election, Ethiopian Broadcasting Corporation, Political parties
The Role of Public Relations In Staff Motivation: The Case of Dilla University
(Addis Ababa University, 2025-06-23) Barnabas Bekele; Abdulaziz Dino
This study examines the role of public relations (PR) in staff motivation at Dilla University, Ethiopia, focusing on the impact of leadership support, career development opportunities, workload, and recognition and reward systems. Utilizing a mixed-methods approach, the research collected data from 363 staff members through structured questionnaires and interviews. The findings reveal that leadership support has the strongest positive correlation with staff motivation (r = 0.857), followed by career development opportunities (r = 0.754). Workload showed a moderate correlation (r = 0.696), though regression analysis indicated a negative effect (β = -0.224), suggesting excessive workloads can demotivate staff. Recognition and reward systems had a moderate positive correlation (r = 0.567), but inconsistencies in their application were noted. The overall model explained 79.8% of the variance in staff motivation (R² = 0.798), highlighting the collective influence of these factors. The research highlights the critical role of internal public relations practices in enhancing employee motivation, especially via clear communication, fair distribution of workloads, and significant acknowledgment. Suggested actions encompass leadership development, organized career advancement initiatives, and open reward mechanisms to improve employee involvement and institutional effectiveness. These findings add to the wider comprehension of public relations' function in higher education settings, especially in Ethiopia, and provide actionable recommendations for comparable institutions.
Challenges and Limitations faced by Women Journalists in Ethiopian Media: The Case of Ethiopian Broadcasting Corporation, Fana Broadcasting Corporate & Walta Media and Communication Corporate
(Addis Ababa University, 2024-09-05) Saba Hailemelekot; Abdissa Zerai
This study explores the challenges and limitations encountered by women journalists in Ethiopia, specifically examining their experiences within three major media organizations: Ethiopian Broadcasting Corporation (EBC), Fana Broadcasting Corporation (FBC), and Walta Media and Communication Corporate. Employing a mixed-methods approach, the research incorporates quantitative data from surveys and qualitative insights from in-depth interviews and Focus Group Discussions, providing a comprehensive analysis of the factors affecting women's participation and advancement in the Ethiopian media landscape. The findings reveal significant gender disparities, with male journalists predominating the workforce in each organization. The study highlights that female journalist make up a relatively small percentage of the workforce; for instance, EBC employs 68.5% male journalists, while FBC has 64.5% and Walta 58.3%. This gender imbalance not only limits women's representation in media but also perpetuates stereotypes and biases in reporting practices. Educational qualifications among female journalists are noteworthy, with 80.2% holding at least a bachelor's degree. However, despite their qualifications, women face numerous challenges, including gender discrimination, harassment both verbal and physical and limited opportunities for career progression. Nearly 46.5% of respondents reported experiencing gender-based discrimination, which aligns with existing literature on the broader global phenomenon where women face hostility in male-dominated work environments. The analysis also reveals that mentorship and professional networking are essential for women's career development, but participation in training and mentoring programs remains low, with 65.1% of respondents indicating they had not engaged in such initiatives. In light of the findings, the study makes several recommendations for media organizations, including the development of targeted diversity and inclusion programs, implementation of clear anti-discrimination policies, fostering an inclusive organizational culture, and providing more opportunities for female journalists to advance their careers. By actively addressing these challenges, media organizations can cultivate an environment that promotes equity and empowerment, supporting women's professional growth and representation in the journalism field. This research highlights the need for gender equity in Ethiopian media, advocating for systematic changes to improve credibility, diversity, and informed public discourse.
Investigating the Dynamics of Dialogic Communication on Facebook: In the Context of SOS Children's Villages in Ethiopia
(Addis Ababa University, 2023-10-01) Beza Teklu; Samson Mekonnen(PhD)
A Comparative Study of Ideophones in Afro-Asiatic Languages with Special Reference to Amharic, Kafa and Oromo
(Addis Ababa University, 2024-01-05) Teferi Mulugeta; Baye Yimam
In day-to-day communication, ideophones play very significant roles in Ethiopian Afro-Asiatic languages. However, in descriptive studies they are less tread. This dissertation aimed at the phonological, morphological, and syntactic descriptions and comparison of ideophones of Ethiopian Afro-Asiatic languages. The three representative languages are Amharic (Semitic), Kafa (Omotic), and Oromo (Cushitic). These languages are from the same Afro-Asiatic phylum but they are distantly related. This comparative study identifies more similarities than differences in the phonology and syntax of ideophones. Their morphology shows significant differences. The languages exhibit unique phonological features in phonemic inventories, phonemic distributions, phonotactics, suprasegmentals, and syllable structures of ideophones. Phonetically, the languages exhibited five non-phonemic click-like sounds [ʘ, ǁ, ǃ, ʞ, and the tchip (suck teeth)]. Phonologically, especially Amharic shows the front and back vowels, at the initial positions of ideophonic words, which are not found in the regular phonology of the regular language. Phonotactically, the three languages display the sequences of two identical consonants in coda positions. Ideophones also show expressive consonant and vowel lengthening as main suprasegmental features. Kafa ideophones exhibit high /H/ tone in all ideophonic words across all syllables. In the last case, ideophones show the CVVː, CVVːC, CVCCː and CVCC pattern in addition to the respective regular syllable types. Morphologically, Amharic and Kafa ideophones undergo complex process in compounding and derivation whereas Oromo shows simple processes. Cross-linguistically, ideophones deploy compounding, derivation, reduplication, and inflectional morphology. Inflectional morphology is unpredictable in ideophones. Syntactically, the ideophones of Ethiopian Afro-Asiatic languages go contrary to the existing generalizations of syntactic aloofness of ideophones. They do not show differences to the non-ideophonic words. Ideophones occupy the argument and the predicate positions. They function as subject, verbs, adjectives, and adverbs. They are used in complex predicates of active and passive verb constructions. They also occur across all sentence types even though they are reported to be found in certain sentence types and exist peripherally. The remaining semantic and pragmatics of features of ideophones of Ethiopian Afro-Asiatic languages are the future study focuses of the researcher.
Assessing the Practice and Challenges of Public Relations: The Case of Yeka Sub-City Administration Communication Office
(Addis Ababa University, 2025-05-23) Wubareg Misganaw; Agaredech Jemaneh
The overall goal of this study is to assess the public relations practice and challenges of Yeka Sub-City Administration Communication Office in Addis Ababa, Ethiopia. The study used a descriptive research design. Both qualitative and quantitative methods were applied. Data were collected through questioners and in-depth interview. Since the sample included all (45) PR officers of Yeka sub-city administration and Weredas under it, census sampling technic was utilized. Whereas, four PR managers from the communication office of Yeka sub- city were selected for the in-depth interview by purposive sampling technique. This sampling technique helps the researcher to find those informants who have available knowledge, experience and are willing to take part in this research. Questionnaires were distributed to all those participants. Quantitative data from questionnaires were tabulated and statistically analyzed, whereas qualitative data from interviews and open-ended questions were examined through narration and descriptive analysis. The findings indicate deep gaps in the current communication competence of the PR department, with low effectiveness ratings and ineffective stakeholder participation. Based on these findings, it is recommended that management implement certain ongoing professional development programs to enhance strategic communication skills. Further, investment in modern communication devices and channels is essential to facilitate more effective internal and external communication. Regular communication and collaboration between PR departments support unified efforts aligned with the administrations mission. Lastly, developing a long-term resource plan that invests in people, training, and technology is necessary for long-term enhancement.
Analysis of The Nature of Agricultural Issues Covered on EBC: The Case of „Kuula –Baadiyya‟ Afan Oromo Radio Program
(Addis Ababa University, 2025-06-23) Issa Oume; Yohannes Shiferaw
This study aimed at analyzing the nature of agricultural issues covered on "Kuula Baadiyya" Afan Oromo radio program, broadcasted by the Ethiopian Broadcasting Corporation (EBC). Recognizing the critical role of agriculture in Ethiopia and the potential of the media to disseminate knowledge, it analyzes the content of the program, assesses its relevance to its audience, identifies production challenges, and recommends ways to improve. Using a mixed methods approach, the study combined quantitative data from questionnaires administered to 150 farmers in three districts of Oromia Region: Dalati, Sebeta Hawas and Elu. Qualitative data included in-depth interviews with four key EBC staff members: producer, editor, editor-in-chief and managing editor, and content analysis of 26 selected “Kuula Baadiyya” programs aired from July to December 2024. Findings reveal a mixed picture. While a majority of farmers regularly listen to the radio, statistics show that the program's agricultural information is a significant part of its efforts, highlighting the importance of greater diversity and depth of content. The content analysis confirmed the focus on agricultural development and farmer support (new technologies, prices, practices), but pointed out potential imbalances in regional coverage. The qualitative information program has demonstrated its commitment to improving farmers‟ livelihoods, but the study found production challenges such as limited; human resources, financial constraints, logistical problems, and security concerns hindered accessibility and relevance. The pre-recorded format and potentially poor distribution schedules were also identified as limitations. The study recommends a bottom-up, participatory communication approach to involve farmers in content creation. Moreover, a detailed content diversity analysis is needed to ensure relevance to the specific agricultural needs of the Oromia region. To increase radio listener engagement, it is recommended to shift to flexible programming formats such as drama, music, and call-in shows, as well as live broadcasts
An Investigation into Communication Satisfaction: The case of Ethiopian Ministry of Defense
(Addis Ababa University, 2025-06-23) Mulugeta Kassaw; Anteneh Tsegaye
This study trays to investigate communication satisfaction: The case of Ethiopian Ministry of Defense. A Systematic random sampling method was employed to collect communication satisfaction survey questionnaires from the Ministry of Defense military staff. 201 study participants that are from different rank groups, including senior officers, junior officers, and other ranked officers, participated, and for triangulation, in-depth interviews were conducted by using the purposive sampling method. Descriptive statistics, t-test, correlation, ANOVA, post hoc comparisons, Cross-tabulation and regression analyses were employed to analyze and interpret the SPSS data. The mean value of the result communication satisfaction of the study showed that the overall mean score across all dimensions is 5.074, which marginally exceeds the conceptual midpoint and shows a generally moderate level of communication satisfaction among military staff of EMoD. Formal channels of communication are the most effective within the EMoD. Additionally, the SPSS statistics results show that, of the 201 study participants, 60.0% of the military personnel of EMoD are satisfied in their jobs. However, the other 31.3% of military personnel are experiencing dissatisfaction in their jobs. The correlation analysis indicates that there is a significant positive relationship between job satisfaction and communication satisfaction. Although there is a statistically significant positive correlation between communication satisfaction and supervisor, subordinate, formal, and informal communications. The cross-tabulation analysis, ANOVA test, and post hoc comparisons results indicate notable differences in communication satisfaction across military ranks in the EMoD. Senior officers have significantly higher satisfaction levels compared to junior officers and other ranks. The multiple linear regression analysis results indicate that subordinate communication is the strongest determinant (predictor) of communication satisfaction.
Analyzing the Role of Public Relations in Enhancing Tourism Stability During Political Crisis: The Case of Addis Ababa’s Tourism Industry
(Addis Ababa University, 2025-06-01) Meshkura Mukemil; Abdulaziz Dino
This study examined how public relations (PR) contributed to strengthening the resilience of Addis Ababa’s tourism industry during political crises. Specifically, it focused on PR strategies implemented during the Tigray Conflict and the post-conflict recovery period. A mixed-methods approach was used, combining quantitative surveys and qualitative semi-structured interviews to evaluate the effectiveness of key PR strategies in managing the impact of political crises. Additionally, content analysis of news releases and social media posts during the major crises (2020–2024) was conducted to examine secondary data. The study was guided by key theoretical frameworks, including Mitroff’s Five-Stage Crisis Management Model, Situational Crisis Communication Theory, Resilience Theory, and the Public Relations as Management Function Theory. These frameworks provided a comprehensive understanding of how PR strategies support the tourism sector during times of political instability. The research targeted individuals directly involved in tourism crisis communication, yielding 150 responses—representing 88% of the targeted sample. The findings revealed that public relations played a crucial role in maintaining tourist trust, minimizing the negative effects of political crises, and preserving Ethiopia’s image as a travel destination. Case studies of the Tigray Conflict (2020–2022) and post-crisis recovery efforts highlighted the use of consistent PR strategies that facilitated tourism recovery. Insights from surveys, interviews, and document analysis emphasized the importance of crisis communication, media relations, stakeholder collaboration, social media engagement, and reputation management. However, challenges such as inconsistent social media activity and weak stakeholder coordination were also identified. Overall, the study concludes that the survival and recovery of the tourism sector were heavily dependent on effective PR practices, including timely messaging, strong media engagement, real-time updates, and strategic branding. It recommends enhancing social media strategies, improving collaboration among public, private, and media sectors, and ensuring transparent and continuous communication through established protocols and advanced digital tools.
Investigating Relation Between Corporate Culture Internal Communication in The Case of Abyssinia Bank
(Addis Ababa University, 2025-06-23) Banchalem Belayneh; Anteneh Tsegaye
This study aims to investigate the relationship between corporate culture and internal communication practices at the head office of Bank of Abyssinia. Recognizing that effective communication is deeply influenced by organizational culture, this research seeks to assess how a strong corporate culture can contribute to improved communication within the organization. The general objective of this study is to investigate the relation between corporate culture and internal communication practice in the case of Abyssinia bank. The study used mixed methods of research. The researcher gained primary data from employees of Abyssinia bank through questionnaire and interview method of data collection. The study’s quantitative component was primarily concerned with the description of important demographic profiles and examinations of the connection between variables. While the study’s qualitative component primarily focused on context narration attitudinal as well as perceptual issue analysis. The study applied probability sampling called stratified sampling techniques because it is a vital way of developing stratums for different departments. In addition, this study used purposive sampling which is nonprobability sampling techniques to get a wide explanation from the corporate communication manager and team leader in the department of corporate communication of BoA. To analyze the findings of the study and the collected data descriptive survey analysis method used. Based on the findings of the study, BoA used various communication channels, people were not feel comfortable to express opposite ideas, the culture was task centered approach, there was a positive relation between corporate culture and internal communication in Bank of Abyssinia , lack of shared vision that is well known by the staff and absence of two-way communication were the main findings of this study. Finally, the researcher recommended that the corporate must practice a strong culture that makes employees express their feelings freely, practice two-way communication, develop open communication practice, regularly evaluate the effectiveness of communication and enhance feedback-oriented mechanisms to practice effective communication.
Ideals vs Praxis: Examining the Tensions between Journalistic Role Conceptions and Performance in the Ethiopian Public Media Landscape
(Addis Ababa University, 2025-05-01) Dawit Amogne; Abdisa Zerai
Journalism has long been practiced throughout the Ethiopian media history. However, journalists' roles, as reflected in their outputs, have remained contentious. This study has attempted to examine the journalistic role conception and practice among the Ethiopian public media journalists. Using the theoretical lenses from the JRP Framework and Gatekeeping Theory, the study collected data from participants (N = 90) who worked for the public media organizations based in Addis Ababa. The survey questionnaire – for conception and perceived enactment - was administered through Google Forms, hard copy, and Word document versions of the questionnaire. It also gathered data from news stories (N = 82) whose contents were analyzed for evidence of enacted journalism practices. The results have shown that the role conception-performance gap was found to be statistically significant for watchdog, civic, and service roles. The watchdog role received a higher degree of importance, but it was observed that watchdog was almost absent. Conversely, the loyal-facilitator role was the most dominant role of the public media house, where journalists‟ main duty is to promote the government agenda and patriotic reporting in agreement with the state‟s priorities and national interests. The study also observed a dearth of journalistic autonomy, especially when it comes to making decisions on the final outputs of the newsroom productions. The findings highlight the meddling factors – political and institutional – played key roles in journalistic role performance. The study concludes with recommendations for future research and policy reform.
A comparative Analysis of Coverage of Human Rights Issues in the Ethiopian Herald and the Reporter English Newspapers
(Addis Ababa University, 2024-06-01) Ephrem Welay; Agaredech Jemaneh
Media plays a vital role in promoting, protecting and shaping and influencing public perception. The primary goal of the study is to investigate the coverage of human rights issues in The Ethiopian Herald and The Reporter English newspapers. In order to conduct stratified random sampling for this study, a population was split into two groups, known as strata, which were editorials and news. This study incorporated both quantitative and qualitative approach. It analyzed two English newspapers published during a specific period; July 1, 2019 and December 30, 2019. Quantitative Content analysis was employed to examine extent, and types, placement, and sources presented while covering human rights issues in the selected newspapers. The quantitative content analysis was performed using SPSS. The qualitative content analysis was employed to investigate framing. The quantitative results are given as tables of information, percentages graphs, and other methods of statistics. The study reveals that The Reporter newspaper allocated maximum attention in coverage of human rights issues than The Ethiopian Herald newspaper. While both newspapers extensively covered the socio-economic and cultural aspects of human rights, they paid little attention to civil and political rights. According to the study's findings, government representatives were the primary news sources utilized to shelter human rights issues in the Ethiopian Herald than the Reporter newspaper. The conflict frame and the value frame were the most dominant frames employed in Ethiopia's two English-language publications. Newspapers organizations, government agencies and advocacy groups must change their media policies and practices to allow for the coverage of human rights since they are critical to the defense and progress of human rights. When reporting on human rights issues, journalists must be compassionate.
The Adoption of Mobile Journalism in Ethiopian Newsrooms: The Case of Ethiopian Broadcasting Corporation (EBC)
(Addis Ababa University, 2025-05-30) Belete Berhanu; Agaredech Jemaneh
Mobile journalism has increasingly become popular in newsrooms due to the burgeoning number of audiences using mobile devices and social media. Scholarship in mobile journalism has analyzed news gathering, production and dissemination, content production for mobile users. However, no studies focus on adopting mobile journalism within Ethiopian newsrooms. This study aimed to examine the adoption of mobile journalism in newsrooms in Ethiopia using the case study of the EBC newsroom. The study employed diffusion of innovation and adopted a mixed methods research approach design, employing a survey (N=72) and in-depth interviews (N=10) as data collection techniques with EBC newsroom staff. The study found that mobile journalism adoption in the Ethiopian newsroom was substantial. EBC stood at 55.6% (n=40) of 72 respondents fully adopting mobile journalism. Although mobile journalism has been adopted substantially in Ethiopian newsrooms, the practice has not been fully integrated in reporters’ work routines. The drivers of mobile journalism adoption or lack of it were categorized into four broad themes: individual and mobile device characteristics, organizational and societal factors. The challenges of adopting mobile journalism were categorized into the cost of mobile devices, lack of skills, and Internet penetration.
Public Relations and Strategic Communication, Extension Class
(Addis Ababa University, 2024-05-12) Selamawit Kassa; Dr. Samson,
Nation branding is a growing trend for nations to differentiate and improve economic performance, especially in tourism, investments, and exports. Ethiopia, with its rich cultural heritage and rapidly growing economy, can leverage its unique cultural heritage to develop an integrated marketing communication framework for nation branding. This study uses qualitative research methodology to explore subjective experiences, meanings, and social phenomena. Primary sources include Ministry of Tourism leaders, public relations executives, and documents like the Tourism Marketing Strategy for Ethiopia, Ethiopian Tourism Brand Manual, and MoT's 10-year strategic plan. The conceptual framework suggests that the revitalization process begins with a clear strategic vision and mission from the top leadership, followed by re-evaluating the vision, core values, and message through input from key stakeholders. Ethiopia's national brand revitalization process begins with senior leadership establishing a strategic vision and mission, which is then re-evaluated with stakeholder involvement. The Ministry of Tourism (MoT) must evaluate experiences and determine effective ways for communicating key values. Active stakeholder involvement is critical, and ongoing input is required to track progress. The comprehensive framework that is designed in this study adds to current literature by proposing an integrated method to revitalizing Ethiopia's national brand. Ministry of tourism should communicate its core message through multiple channels and continuously provide feedback for effective monitoring and assessment of progress.

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