Journalism and Communication

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Analysis of Media Coverage on Refugee Crisis in Ethiopia Refugee Camps: The Case of ETV Prime Time News.
(Addis Ababa University, 2023-01) Esayas Walelgn; (Ast. Prof.) Tadesse Zenaye
The present study entitled “Analysis of Media Coverage on Refugee Crisis in Ethiopian Refugee Camps the Case of ETV Prime Time News, 2021.” This presents the sources who entertain more likely with in the news stories. It was informed by social responsibility, framing and agenda setting theory of theoretical frameworks. Its focus on coverage of news in source, thematic issues, how fair are news sources and challenges in ETV refugee crisis coverage. A Content analysis and in-depth semi-structure interview was conducted on the news carried out with in ETV. The refugees have get air to speak about themselves, their own voices was limited by government and UNHCR voices though. There is no appropriate use of refugees in ETV prime time news but EBC 2015 Content news manual present people as the core news source of information above other sources. 17 (56.66%) of ETV prime time refugee crisis news covered is framed in unbalanced way. Security issue is the predominant thematic refugee issues in ETV prime time new as coverage. ETV is event oriented, because of this coverage of refugee crisis in Ethiopian refugee camp get a low attention. 4(13.33%) of the refugee crisis news stories included under humanitarian aid refugee crisis news coverage, while economic issues, political issues, and religious issues gets 10% and 6.67% respectively. The social thematic issues frame was the least to get Coverage in ETV refugee crisis. In this respect, ETV prime time news tries to present diversified thematic issues of within various refugee camps setting of the country but does not fully address their issues at all time with planned and maliciously structured issues .Key Words: Refugee Crisis, Media Coverage, Ethiopian Refugee Camp, ETV, UNHCR voices,Government Agenda
A Study on the Problems that affect Teaching English Speaking Skill incase of Teji Senior Secondary School Grade Nine and Ten in Focus
(Addis Ababa University, 2024-08) Adane Arega; Haileom Banteyerga (PhD)
The objective of this research was to investigate problems that affect teaching English speaking skill in Teji Senior Secondary School of South West Shoa Zone Ilu woreda. To this end, a descriptive method was employed by using both quantitative and qualitative approach. The sample population of the study includes 100 students and 5 teachers of the target school. They were selected using simple random sampling techniques. The data were gathered through questionnaire, interview and classroom observation. The questionnaire were used to study the current students‟ participation level and teachers‟ proficiency standard of the skill, classroom and instructional material related constraints, with respect to the teaching and learning of English speaking skills. The interview and classroom observation supplemented the data obtained through the questionnaires. Statistical tool such as number and percentage were used to analyse the collected data. The outcomes of the study revealed that the current level of the students‟ participation in English speaking skill class of the target grade is low, the teachers were uninterested to teach the speaking skill lesson and the class were mostly teacher dominated. Accordingly, it was found the majority of students were supposed to listen to their teachers‟ talk rather than actively involved in various classroom speaking activities. Besides, the main factors influencing the teaching & learning of English speaking skills in the target grade level were found to be the problems related to teachers, students, classroom and instructional materials. Finally, on the basis of the findings, it was recommended that in order to improve students‟ participation, above all, students have to practice speaking in the target language by participating in pair or group and individual activities in the classroom. To this end, teachers also ought to play prominent role. That is, they should use modern methodologies which give room for students‟ active participation. On the other hand, to promote students‟ learning of English speaking skill, both English teachers and students have to play their appropriate role, students‟ learning of English speaking skills. Besides, the concerned bodies such as MOE, School administrators and curricular need to deal with the problem of large class size and instructional materials related factors to alleviate the problem.
Framing analysis of media report on the oromia-somalia regional conflict during 2009 E.C the case of Ethiopian broadcasting corporation (EBC)
(Addis Ababa University, 2024-03) Asmare Chekol; Yohannes Shiferaw (PhD)
vi Abstract This study explores the framing of media reports on the Oromia-Somali regional conflict by the Ethiopian Broadcasting Corporation (EBC) during the period from August 2016 to October 2016. The research aimed to analyze the specific frames employed by EBC in its prime-time news stories to understand how the conflict was presented to the public. Utilizing qualitative content analysis, data was collected from the EBC website archives, focusing on news stories related to the conflict. The study identified several key frames used by EBC, including the conflict frame, human-interest frame, attribution of responsibility frame, morality frame, and peace frame. Findings reveal that EBC commonly used the conflict frame, emphasizing the adversarial aspects of the situation. Additionally, the presence of a human-interest frame highlighted the emotional impact on individuals and communities. The attribution of responsibility frame pointed to various actors, including government entities and regional forces, as accountable for the conflict. The morality frame introduced ethical considerations and the peace frame suggested possibilities for resolution and reconciliation between the Oromia and Somali regions. The study underscores the significance of ethical reporting practices and the need for balanced framing in conflict journalism. Recommendations are made for media organizations to adopt comprehensive framing strategies that prioritize accuracy, objectivity, and peace-building narratives in conflict reporting. Keywords: Framing analysis, conflict reporting, Ethiopian Television, Oromia-Somali conflict,
A Study of Content Diversity in Ethiopian Television’s 57 News Package on Social issues
(Addis Ababa University, 2024-05) Bemnet Gezahegn; Anteneh Tsegaye (PhD)
This research explored the news content diversity within the Ethiopian Television (ETV) newsroom, focusing on the coverage of social issues in ETV’s 57 news package. It addresses the challenge of achieving content diversity despite ETV's motto of being the “For the Greatness of Ethiopia” and its obligation to serve all segments of society. The study employs a mixed-methods approach, incorporating both qualitative and quantitative methods. The goal of the study is to assess the current level of content diversity, identify challenges faced by ETV in achieving diversity, and examine ETV's news editorial policies and guiding principles related to content diversity. The sampling methods used were purposeful sampling and stratified random sampling, with a sample size of 285. The data was collected over a 50-day period from November 1, 2023 to December 20, 2023, with data gathering taking place 2 days per week, for a total of 14 days of News data collection. Findings indicate that while there is 40.82% of coverage of diverse social issues, there are challenges such as underrepresentation, difficulty accessing diverse sources, and ethical concerns regarding portrayal. The research concludes with recommendations for improving ETV's accommodation of diversity in news coverage. Key words: Content diversity. News package, social issues, portrayal.
Assessment of organizational communication culture of selected private and public media institutions in Ethiopia: a comparative perspective.
(Addis Ababa University, 2024-05) Bizuneh Endale; Anteneh Tsegaye (PhD)
In today's dynamic media landscape, understanding the nuances of communication cultureswithin organizations is crucial. The primary objective of the study was to analyze and compareorganizational communication cultures between private and government media institutions. Toachieve this objective, the study employed a mixed research method; and a comparative researchdesign. 336 sample respondents randomly selected from Private and government mediaorganizations in Ethiopia. Data was collected using questionnaires and interviews, with analysistechniques including descriptive statistics and independent sample t-tests. Therefore, the findingsrevealed significant differences between private and government media institutions across sixdimensions of organizational communication culture. Thus, private media organizationsexhibited significantly higher acceptance of hierarchical structures compared to governmententities (p = 0.002), indicating potential variations in leadership styles and decision-makingprocesses. Additionally, government organizations placed a greater emphasis on collectivismcompared to private ones (p = 0.006), prioritizing collective goals over individual interests. Interms of uncertainty avoidance, private media organizations showed a stronger tendency toavoid uncertainty compared to government-owned institutions (p = 0.011), implying differencesin risk-taking behaviors. However, no significant difference was observed in gender-relatedorganizational communication culture (p = 0.164) or short-term vs. long-term orientation (p =0.527) between private and government organizations. Furthermore, government mediaorganizations prioritized restraint and self-discipline over indulgence compared to their privatecounterparts (p = 0.007), showing variations in approaches to gratification and self-control.These findings underscore the importance of recognizing and understanding these differences forfostering effective collaboration and performance improvement within Ethiopia's media sector. The study concluded that understanding these variations is very much for fostering effectivecollaboration and performance improvement within Ethiopia's media sector. Both private andgovernment media organizations prioritize collaboration, adaptability, and gender equality,contributing to organizational effectiveness and resilience. Key words: Organizational Communication culture, private media, government media, Power Distance Index, Collectivism vs. Individualism, Uncertainty Avoidance Index, Femininity vs. Masculinity, Short- Term vs. Long-Term Orientation and Restraint vs. Indulgen
Exploring the Influence of Facebook on Traditional Media in Ethiopia: The Case of Ethiopia Broadcasting Corporation
(Addis Ababa University, 2024-05) Netsnanet Tsegay; Yohannes Shiferaw (PhD)
The purpose of this study is to evaluate Facebook's impact on Ethiopian traditional media, particularly with regard to information sharing. Using a mixed-methods design, the study's main data-gathering instruments were a survey questionnaire and an in-depth interview. 68 journalists, 45 of whom were men and 23 of whom were women, from EBC's web and television broadcasting divisions participated in the study. There are 28 journalists in the web department of this. Consequently, the results showed that Facebook had a big impact on Ethiopian conventional media and made them adjust to the changing nature of news consumption. Traditional media channels must compete for audience attention as more people rely on Facebook for news updates. Information is usually gathered by journalists from a variety of sources, such as press releases, interviews, social media, and official announcements. of socialThe distinction between content providers and consumers has become more hazy due to the rise of social media platforms, with Facebook being the medium of choice for journalists. In order to overcome the challenges posed by these platforms, conventional media needs to build credibility and trust, make investments in digital innovations and audience engagement, and collaborate with social media companies such as Facebook. Different viewpoints on Facebook's impact over traditional media in Ethiopia are revealed by survey results. About 25% of people think Facebook has a beneficial impact, while 30.9% think it has a negative one. 44.1% of respondents are neutral, suggesting that a variety of variables influence these differing viewpoints. Facebook's engagement with conventional media has benefits and drawbacks. While it increases visibility and reach, there is a chance of false information and fake news, which could compromise Facebook's credibility. Key words: Facebook, Traditional media, social media
A critical Discourse Analysis of The Irrecha Events as Depicted by Media, Speeche, and Views of Actors.
(Addis Ababa University, 2024-03) Nuro Amano; (Ass. Prof.) Tenawu Terrefe
The Irrecha festival holds immense cultural significance for the Oromo people in Ethiopia. It is a time of celebration, reflection, and communal bonding. However, the discourse surrounding Irrecha events has been multifaceted, influenced by various stakeholders, including media, political figures, and community members. This study aims to deconstruct and analyze the discourse related to Irrecha, focusing on how it is portrayed in different communication channels. By examining media coverage, speeches, and stakeholder perspectives, we seek to uncover underlying meanings, power dynamics, and cultural implications. The study employed a critical discourse analysis approach, examining both written and spoken language. The data sources included Media Reports: the researcher scrutinized news articles of EBC, OBN and Addis Standard to understand how Irrecha events were framed. Political Speeches during Irrecha gathering by Oromia regional State President Shimallis Abdisa Were analyzed. To understand the Stakeholder Views and provide diverse perspectives the researcher conducts Interviews with participants, organizers, and observers. The findings show Media Frame Irrecha was often portrayed as either a vibrant cultural celebration or a political statement. The choice of words, imagery, and tone significantly influenced public perception. And, most of the definition of Irrecha given by those media is the same. Political Discourse: Government speeches oscillated between endorsing Irrecha as a unifying force and cautioning against potential unrest.also politicized Irrecha. From the Community Perspectives: the Stakeholders expressed pride, nostalgia, and concerns about cultural appropriation. Some viewed Irrecha as a symbol of resistance. Some say that "Irreecha" is not associated with any specific religion, but rather reflects the Oromo worldview and cosmology. While the others express Irrecha as a Waaqeffannaa religion holiday Understanding Irrecha discourse is crucial for fostering cultural understanding, promoting dialogue, and addressing tensions. By examining the interplay of language, power, and identity, we can contribute to a more nuanced appreciation of this significant festival.
An Assessment of the Practices and Challenges of Community Relations: The Case of Sher Ethiopia PLC Batu Branch.
(Addis Ababa University, 2024-07) Workineh Abiyo; Yohannes Shiferaw (PhD)
This thesis examines the methods and problems of community relations and practices at Sher Ethiopia's Batu branch. Community interactions are crucial for developing long-term commercial operations and reciprocal advantages for businesses and nearby communities. This study uses a mixed-methods research approach that includes or adopts a combination of qualitative interviews and quantitative surveys to explore Sher Ethiopia's approaches in interacting with the community, evaluating the effectiveness of these approaches, and addressing the obstacles encountered in maintaining positive connections. qualitative interviews and quantitative for survey questions to investigate the strategies used by Sher Ethiopia to engage with the community and foster their relations with the surrounding community, the perceived effectiveness of these strategies, and the challenges encountered in maintaining positive relationships. In any firm, establishing strong relationships with the community is essential for fostering sustainable business operations and mutual benefits for both companies and residents. Key findings emphasize the significance of cultural sensitivity, communication tactics, and the influence of socioeconomic variables on the surrounding community’s attitudes. The study analyzes hurdles to the effectiveness of their community relations practices, like as distrust, competing interests, and communication gaps, and also gives recommendations for improving its community relations practices to enhance socioeconomic growth and long-term sustainability both for Batu Town and comparable to the surrounding community and environments. This abstract encapsulates the statement of the problem, scope, research questions, and limitations of the study, organization of the thesis, literature review, methodology, key findings, and implications of the thesis on community relations at Sher Ethiopia's Batu branch.The challenges of the company include diverse matters which are not effectively perceived by the company. In addition, although promotive activities are under the company's hand, other major activities are performed in collaboration with the newly recognized government institute. Finally, taking the above, it is suggested that the company and the regional government should work abdominally to minimize the negative impacts of the enterprise to improve the capacity of the community. The company should design and rethink its overall community relations activity and practices in a way it fosters its relations with the surrounding community and even to secure its employees safety and a good working environment.
Investigation into Trends and Practices of Crisis Communication Management of Oromia Communication Bureau Since 2022-2023.
(Addis Ababa University, 2024-06) Temesgen Assefa Gerbaba; Anteneh Tsegaye (PhD)
Crisis communication managed by Public Relations involves the exchange of information between organizations and constituents before, during and after a crisis. The development of information and communication technology has changed in this field making it more complex. The internet poses both challenges and advantages with social media enabling fast effective communication but also allowing the rapid spread of negative information. The purpose of this study is to conduct investigation in to trends and practices of crisis communication management of Oromia Communication Bureau from 2022 to 2023.The study makes use of qualitative research methodology. The research data were gathered using semi-structured in-depth interviews and focus group discussion analysis. In this study Purposive sampling is used to select responders. Three high officials, six key directorates and six public relations experts from Oromia Communication Bureau have took part in an in-depth interview and focus group discussion. The findings revealed that the bureau has made strides in formulating crisis communication plans and standards, utilizing different communication channels and establishing partnerships with media. The researcher concludes, there is need for improvement in crisis response, communication tactics, community engagement and monitoring and evaluation. By following the conclusions of this study Oromia Communication Bureau can improve its ability to respond future crisis with agility, transparency and empathy preserving public trust and creating resilience during Crisis. The researcher recommends that the bureau can improve crisis communication management trends and practices by strengthening crisis preparedness through regular risk assessment and training public relation experts, developing more targeted and inclusive communication strategies and establishing strong monitoring and evaluation crisis communication management system.
Analyzing the Role of Citizen Journalism in Advancing Ethiopia’s National Interests and Shared Vision: The Case Study of ‘Ye'Abayi Niguswochi’
(Addis Ababa University, 2024-05) Yohnathan Abebe Yimenu; Abdissa Zerai (PhD)
This paper presents the significant impact of citizen journalism in advancing national interests and fostering shared values needs to be embraced about the Grand Ethiopian Renaissance Dam (GERD) among Nile riparian states, as a vital infrastructure for sustainable development of the region. The paper examines how Citizen Journalist, especially Ye'Abayi Niguswochi or otherwise known as Kings of Abbaye, setting a profound Media discourses and narratives affecting the Hydro-politics of the region and world as a whole. Both quantitative and qualitative methodologies are utilized to gain meaningful perspectives on the subjects through the lens of Social Responsibility Theory. The study enfolded on quantitative data selecting 500 productions randomly and classifying in thematic areas, conducting a survey for 72 new media consumers, and an interview directed to Ye‟Abayi Nigusowchi (YAN) founder, Usthaz Jemal Beshir, are incorporated as a qualitative method to examine how citizen journalism is becoming an increasingly important alternative medium to advance national interests and foster a shared values. The Method triangulated these three approaches to find reliable results that could contribute to a deeper understanding of the role of citizen journalism in today's media landscape. Testing Inter-code dependability, and reliability coefficient formulas that yielded a result 0.896 which showed significant agreement with theoretical predictions that proves YAN dispositions has been socially responsible in advancing national interests of Ethiopia. The work presented here has profound implications on the future studies on flourishing opportunities and challenges of Citizen Journalism, and the New Media realms.
Public Private Partnership in City Development: a Strategic integrated Communication Framework for Sheger Smart City Projects
(Addis Ababa University, 2024-05) Misrak Getu; Samson Mekonnen (PhD)
This study investigates the enhancement of public-private collaboration in the development of the Sheger Smart City by proposing a comprehensive multi-stakeholder communication framework. The research aims to identify critical communication gaps, evaluate their impact on collaboration among stakeholders, and analyze the challenges faced in attracting both domestic and international investors to the project. A mixed-methods approach was employed, engaging a diverse range of stakeholders, including representatives from the city administration, private investors, local communities, and regulatory bodies. Data collection methods comprised structured questionnaires, focus group discussions, and semi-structured interviews to gain a holistic understanding of the communication dynamics at play. The findings reveal that the Sheger Smart City Project is plagued by significant communication challenges, characterized by unclear messaging, unreliable communication channels, and a lack of a well-defined strategic communication framework. These deficiencies have resulted in confusion, operational inefficiencies, and a notable decline in private sector engagement. Although the city administration has initiated several efforts to enhance communication—such as public engagement programs and overseas promotional visits—these measures have not sufficiently addressed the underlying communication gaps. Additionally, the project encounters difficulties in attracting investments due to factors including internal resistance to change, a shortage of skilled personnel, and a lack of clarity regarding the potential benefits associated with private sector involvement. The absence of a dedicated communication strategy for public-private partnerships (PPPs) further exacerbates these issues, creating a disconnect between the city administration and potential investors. Contributing factors include information blackouts, untrustworthy communication channels, and a pervasive lack of transparency, all of which foster investor hesitation and reluctance to engage. In response to these challenges, this study recommends the development of a robust communication framework tailored to the needs of the Sheger Smart City. This framework should encompass the establishment of a dedicated project website, the use of verified social media platforms, and proactive engagement through traditional media channels, such as community radio, television, and public forums. Furthermore, targeted training programs and workshops are essential to bridge existing skill gaps and build trust among stakeholders. Implementing this integrated communication strategy is expected to facilitate effective public-private partnerships, significantly enhance collaboration among stakeholders, and contribute to the overall success of the Sheger Smart City Project. This framework also aims to serve as a model for similar urban development initiatives in other contexts. Keywords: Public-private partnerships (PPP), city development, integrated communication framework, Sheger Smart City, stakeholder engagement, strategic communication.
Evaluation of Mental health awareness and reconciliation issues on the “Ye Erq Maed” Radio Program: The Case of Fana Broadcasting Corporate
(Addis Ababa University, 2024-05) Remla Kedir; Abdulaziz Dino (PhD)
The primary objective of this study was to evaluate the effect of the "Ye Erq Maed" radio program in promoting mental health awareness and reconciliation among its listeners, while also examining the alignment between the program's content and the intentions of its producers. The research was conducted in Addis Ababa city, specifically in Akaki Kality Subcity Woreda 12, employing a comprehensive mixed-methods approach. For data collection, a purposive sampling technique was utilized, resulting in the selection of 52 respondents who were administered a well-designed questionnaire. These participants were carefully chosen based on their relevance and potential insights into the program's impact. Additionally, in-depth interviews were conducted with two key informants who possessed specialized knowledge and personal experiences related to the program. By incorporating both quantitative and qualitative data collection methods, a more comprehensive understanding of the program's effectiveness and alignment with its intended goals was obtained. To supplement the primary data, document analysis and an extensive review of related literature were undertaken. This allowed for a deeper exploration of the program's content and objectives and provided a broader context for interpreting the research findings. The qualitative data collected through in-depth interviews was presented using descriptive narration, offering a rich and detailed account of the participants' perspectives and experiences. On the other hand, the quantitative data obtained from the questionnaires was analyzed using Google Forms and presented through visually engaging pie charts, graphs, and tables. The findings of the study revealed that the "Ye Erq Maed" radio program has the potential to inspire positive changes and has been influential in raising mental health awareness and fostering reconciliation within the community. The program's content was found to be aligned with the intentions of its producers, indicating a coherent approach in achieving their objectives, which included increasing awareness about mental health, distinguishing it from mental illness, and promoting reconciliation among couples and family members. As the program continues to grow and evolve, it possesses the potential to make a substantial and lasting impact on the well-being and relationships of its audience, further enhancing mental health awareness and fostering a sense of reconciliation within the community.
Assessing Intra-organizational Communication practice in Non-Governmental Organization: The Case of SOS Children's Villages.
(Addis Ababa University, 2023-10) Tsion Hailu; AmanuelGeberu (PhD)
This research paper assesses the intra-organizational communication practices within SOS Children's Villages Ethiopia, with a specific focus on examining strengths, challenges, and the effectiveness of communication channels information flow. The study aims to provide insights into the current state of intra-organizational communication and identify areas for improvement.The research methodology employed a mixed-methods approach, combining qualitative and quantitative data collection techniques. Data was gathered through surveys, interviews, and document analysis, involving employees from various departments within SOS Children's Villages Ethiopia.The findings reveal several strengths in organization's intra-organizational communication, including the distribution of information in a timely manner and the establishment of an open and transparent communication environment. However, a significant gap in face-to-face communication identified, suggesting the need for improvement in this area.The study also uncovers relative challenges that hinder communication, such as information overload, poor communication between departments, and limited opportunities for feedback. These challenges hinder horizontal and upward information flow, affecting collaboration and decision-making processes within the organization.The research highlights the predominant use of digital communication channels, such as Outlook, Teams, and SharePoint, while acknowledging the importance of balancing digital communication with face-to-face interactions. It emphasizes the need for a comprehensive evaluation framework to assess the effectiveness of communication efforts and incorporate feedback from employees.Based on the findings, this paper proposes recommendations to enhance intra-organizational communication within SOS Children's Villages Ethiopia. These recommendations include information overload, improving interdepartmental communication channels, fostering face-to-face interaction, and implementing an evaluation system to continually assess and improve communication practices.
Media Coverage of Ethinic Cultural Practice: the Case of Irrecha and Chambalala on OBN
(Addis Ababa University, 2024-04) Asha Fito; Anteneh Tsegaye (PhD)
This research extensively delves into the complex notion of culture, highlighting its multifaceted character, including thought patterns, behaviors, and material aspects that shape the way of life of a people. Focusing on Ethiopia, a country renowned for its rich diversity of cultures, languages, and ethnicities, the study aims to thoroughly examine how the media, particularly the Oromia Broadcasting Network (OBN), covers and advocates for the cultural festivals of Irreecha and Fichee Chambalaalla. The objectives involve scrutinizing OBN's representation of ethnic cultural practices, identifying the portrayal of ethnic cultural values within the media organization, and exploring the challenges encountered by the media in covering and promoting these cultural events. Research questions delve into the strategies employed by the media to promote these festivals, prevailing trends in their coverage, the media's role in fostering understanding at national and international levels, and how media representations reflect the cultural values of the Oromo and Sidama people.
Analysis on the Perceived Evaluation of Contents of University Community Radio: The Case of Debre Markos University and Surrounding Community Radio Fm 97.7
(Addis ababa University, 2024-10) Barkelign Zewdu; Tenaw Terefe (Asst. professor)
Community radio play significant role in addressing issues which aren’t addressed by mainstream media. Related to this comprehensive research on the role of community radio in Ethiopia isn’t available. Therefore, this research aimed to critically to assess the role of Debre Markos University and Surrounding Community Radio FM 97.7 by covering informational, educational, and entertainment needs that are unaddressed by commercial and government broadcast services. The research employed both quantitative and qualitative methods for data gathering. The research covered programs September to December 2021. The researchers used questionnaires in order to gather quantitative data. Based on those, 151 questionnaires were utilized for the research. The researcher also used in-depth interviews with the station manager, board member, journalists and members of the audience of the programs. The findings of the study showed that the coverage of educational programs such as health, agriculture, culture and others in DMU and Surrounding Community Radio FM 97.7 is high. The research also showed that the radio is also working to broadcast relevant informational programs and news, to inform citizens. The community radio also gave due paid attention to entertainment programs. However, the attention given by the community radio on social issues is not as much. Issues like volunteer activities get coverage, while issues like indigenous knowledge, and skills of the community are not. Some programs, such as those focusing on agriculture, have a significant social impact. Audience participation via phone calls to DMU and Surrounding Community Radio FM 97.7 is high. The research showed that farmers and other part of the community mainly give feedback, via phone calls. The performance of journalists to improve program is high, even if there are financial problems. Another finding of the research is the continued challenges of political intervention. The higher political officials in Debre Markos city intervene so as to stop the program. The research also reveals that the significance of DMU and Surrounding Community Radio FM 97.7 in delivering new information is not very high. The radio tried to create independent platform. However, politicians intervene when issues touch their interests. The research findings indicate that the community radio focuses on health-related issues. The coverage of the radio on culture promotion is good. It covers traditional music, food, activity, life style of the community. The community radio provides better coverage of economic issues. It also educates society about the society on health, culture, foods, drinks, life skill, and other related issues. However, most airtime is dedicated to music. The coverage of environmental issues and disasters is low. The coverage of indigenous knowledge on Debre Markos University and Surrounding Community Radio FM 97.7 is too limited. Limitation of finance and budget made obstacles to cover the issues of the area. Therefore, the community radio should give more air time to cover the issues of that community. The entertainment and educational programs should identify the interests of these different groups. The radio should give attention to the rural part of the community. The program should bring social impact. The community radio should do their work without any intervention.
Alternative Pathways to Professional Development: A Narrative Analysis of the Lived Experiences of Senior Ethiopian Journalists.
(Addis Ababa University, 2024-05) Ilamu Dejene; Samson Mekonen (PhD)
This study utilized a narrative research design to explore the experiences of four senior Ethiopian journalists who have developed their professional skills without formal journalism education. The primary aim is to illuminate the pathways to success for journalists operating outside traditional training frameworks, thereby contributing to a deeper understanding of their professional journeys. Four participants were purposefully selected based on their seniority, sustained success in journalism over an extended period, and affiliations with diverse media organizations, including radio, television, and print. Findings are organized around key themes that emerge from the participants' narratives, encompassing early experiences, reflections on formal journalism education, factors promoting success in journalism, the development of personal qualities and skills, and definitions of success within the profession. The narratives reveal the significance of passion, mentorship, practical experience, continuous learning, cultural values, and professionalism in the field of journalism. The results indicate that social values, personal experiences, and on-the-job training represent viable alternative pathways for acquiring essential journalistic skills. Key attributes such as passion, motivation, and commitment are identified as critical for achieving success. While participants acknowledged the value of formal education, they also emphasized various effective methods of skill acquisition beyond conventional forms of training. Success in journalism is demonstrated through audience engagement, professional standing, and mentorship opportunities, reflecting the dynamic nature of the industry. In light of these findings, the study advocates for the promotion of alternative learning pathways, the recruitment of individuals based on passion and motivation, the facilitation of continuous professional development, and the integration of indigenous knowledge into journalism education. These recommendations seek to foster a more inclusive and relevant educational framework that aligns with the diverse experiences of journalists. Key Terms: senior Ethiopian journalists, formal journalism education, professionalism, alternative pathways, indigenous knowledge
The Role of Social Media for Nation Branding in Ethiopia: A Grounded Theory Study
(Addis Ababa University, 2024-10) Mihiret Worede; Abdulaziz Dino (PhD)
This study explores the role of social media in Ethiopia's nation branding, employing a grounded theory approach to analyze how platforms and influencers impact the country‟s global image. In today‟s interconnected world, social media has transformed global identity formation by allowing direct engagement with diverse international audiences. Despite Ethiopia‟s rich history and cultural diversity, misconceptions persist, such as perceptions of the country as famine-stricken, underdeveloped, and culturally homogenous. Ethiopian branding government bodies, influencers and content creators play a crucial role in countering these stereotypes by highlighting Ethiopia‟s modern infrastructure, economic reforms, and cultural vibrancy. However, challenges like political conflicts, misinformation, limited digital literacy, and fragmented messaging hinder cohesive branding efforts. This research emphasizes that for social media to reach its full potential in Ethiopia‟s nation branding, a coordinated approach involving policymakers, brand managers, and digital stakeholders is essential for fostering a consistent, interactive global engagement strategy.
Market Penetration Communication Strategy in the Telecommunication Industry: A Case Study of Safaricom's Operations In Ethiopia
(Addis Ababa University, 2024-04) Solomon Dagne; Gashaye Belew (PhD)
This research paper examines Safaricom Ethiopia’s communication strategies and their impact on customer engagement and growth within the Ethiopian telecommunications market. The study integrates data from interviews with Safaricom representatives and feedback from 20 customer questionnaires to provide a nuanced understanding of the company's strategic effectiveness. The analysis reveals that Safaricom’s use of traditional media, such as TV and radio, effectively reaches older demographics, while social media platforms are instrumental in engaging younger audiences. Despite a generally favorable view, with 45% of respondents rating the communication as effective, 25% remained neutral, indicating potential gaps in messaging and the need for more targeted strategies. The promotion's success is further highlighted by a significant portion of customers joining in the past six months, showcasing effective outreach but underscoring the necessity for ongoing customer retention efforts. The study identifies challenges such as the need for improved network coverage in rural areas and the requirement for more culturally localized messaging. Opportunities include leveraging digital platforms and competitive pricing to enhance customer acquisition and retention. The research also acknowledges the positive impact of Safaricom’s CSR initiatives on brand reputation. Overall, the findings offer valuable insights for refining Safaricom’s communication strategies to better align with market expectations and improve overall effectiveness.
Stakeholder Engagement in Public-Private Partnership Projects in Ethiopia
(Addis Abeba University, 2024-06) Daniel Kefela; Samson Mekonnen
This thesis investigates the effectiveness of stakeholder engagement practices in Public-Private Partnership (PPP) projects in Ethiopia. Given the pivotal role of PPPs in driving infrastructural and socio-economic development, the study provides a comprehensive analysis of how stakeholders are engaged, and communicated with throughout the lifecycle of PPP projects. The findings reveal that the overall effectiveness of stakeholder engagement in PPP projects is perceived as ineffective, with stakeholders' involvement and understanding of their roles rated as moderate. Feedback integration and formal mechanisms for resolving concerns also showed moderate effectiveness. The analysis of engagement methods highlighted a preference for traditional, face-to-face interactions over digital and traditional media methods, indicating a significant gap in leveraging modern communication channels. Satisfaction levels with the engagement process were statistically significantly lower than neutral, pointing to slight dissatisfaction among stakeholders. Additionally, the study identified challenges such as ineffective communication, lack of awareness, and difficulty in engaging all relevant stakeholder groups, with inadequate transparency and lack of coordination emerging as significant contributing factors. Based on these findings, the thesis proposes several recommendations to enhance stakeholder engagement and communication in PPP projects. This thesis provides valuable insights into the current state of stakeholder engagement in PPP projects in Ethiopia and offers practical recommendations for improving these practices to support the success of future initiatives.
Exploring Internal Communication Practice, There Role and Impact on Employees’ Engagment: The Case of Authority for Civil Society Organzations
(Addis Abeba University, 2024-09) Hanna Haile; Amanuel Abdisa (Assistant Professor)
This study aimed to explore the practices, roles, and challenges of internal organizational communication to enhance employee engagement at the Authority for Civil Society Organizations (ACSO). A mixed-methods approach was employed, combining both qualitative and quantitative research methods. For the quantitative component, five scale-based questionnaires were developed and distributed to a sample of 220 participants, selected through purposive sampling. Of the 220 questionnaires issued, 195 were completed appropriately, yielding an 88.63% response rate. Qualitative data was collected through interviews to assess the communication patterns and channels used within the organization. The study focused on examining the practices, roles, and challenges of internal communication at ACSO. The analysis revealed that the practice of internal communication at ACSO was moderate, with a pooled mean value of 3.12. Organizational communication played several key roles, including promoting positive communication within work areas, involving all employees in the communication process, fostering a positive work culture, and enhancing work satisfaction (pooled mean value 3.92). The challenges identified by respondents were significant, with a pooled mean value of 3.56, including issues such as under productiveness, limited satisfaction, delayed information dissemination, lack of effective communication platforms, and unclear or incomplete messages. Interviews revealed that communication patterns at ACSO predominantly follow a top-down structure, with text-based communication via social media and in-person interactions being the most common methods used for communication among employees. Based on the findings, the study recommends that both employees and management at ACSO prioritize the use of effective communication techniques at all levels of the organization. Furthermore, ACSO should assess its communication strengths and weaknesses, focusing on addressing the identified challenges to enhance overall communication effectiveness.

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