Journalism and Communication
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Item ፕሮጀክት ተኮር መማር፣ በመጻፍ ችሎታና ተነሳሽነት ላይ ያለው ተፅዕኖ፤ በ10ኛ ክፍል አማርኛ ቋንቋ አፍፈት ተማሪዎች ተተኳሪነት(አዲስ አበባ ዩኒቨርስቲ, 2024-06) ስመኝ አለምነህ; ጌታሁን አማረ (ፕ/ር)የዚህ ጥናት ዓላማ ፕሮጀክት ተኮር መማር፣ ለተማሪዎች የመጻፍ ችሎታ እና ተነሳሽነትመሻሻል ያለውን ሚና መፈተሽ ነው፡፡ ዓላማውን ከግብ ለማድረስም ቅድመ ትምህርትናድኅረ ትምህርት ፈተና ባለቁጥጥር ቡድን ከፊል ሙከራዊ (quasi-expermental) ስልትተግባራዊ ሆኗል፡፡ በጥናቱ የትግበራ ሂደትም አማራ ክልል በአላማ ተኮር ንሞናተመርጧል፤ ደብረማርቆስ ከተማ የሚገኘው ንጉስ ተክለሃይማኖት አጠቃላይ ሁለተኛደረጃና መሰናዶ ትምህርት ቤት ደግሞ በአመቺ ንሞና ከተመረጠ በኋላ በዚህ ትምህርትቤት የሚገኙ የ10ኛ ክፍል ተማሪዎች በዕጣ ተመርጠው ተሳታፊ ሆነዋል፡፡ ክልሉ በዓላማተኮር ንሞና የተመረጠው ጥናቱ አፍፈት ተማሪዎች ላይ የሚያተኩር በመሆኑ ነው። ትምህርት ቤቱ በአመቺ ንሞና የተመረጠበት ምክንያትም ጥናቱ ከፊል ፍትነታዊእንደመሆኑ መጠን ትምህርት ቤቱን እና የአማርኛ ቋንቋ መምህራንን ልዩ ትብብር እናድጋፍ የሚፈልጉ ጉዳዮችን የሚጠይቅ በመሆኑ ለዚህም የትምህርት ቤቱ አስተዳደር፣መምህራንና ተማሪዎች ለጥናቱ ፈቃደኛ በመሆናቸው ነው፡፡ የ10ኛ ክፍል ተማሪዎች በዕጣየተመረጡበት ምክንያት ደግሞ ከ12ኛ ክፍል ተማሪዎች በስተቀር ጥናቱ በ9ኛ፣ 10ኛ እና11ኛ ክፍል ተማሪዎች ላይ ቢካሄድ በተማሪዎች መረጃ የመሰብሰብ ሂደት ላይ ችግርአይኖርም ተብሎ ስለታሰበ ነው፡፡ መረጃዎች ከተሳታፊ ተማሪዎች በመጻፍ ችሎታ ፈተናእና በመጻፍ ተነሳሽነት የጽሑፍ መጠይቅ ተሰብስበዋል፡፡ የተገኙት መረጃዎችም የመተንተኛ ስልቱ እሙኖች በገላጭ ስታቲስቲክስ ከተፈተሹ በኋላ በሙከራና በቁጥጥርቡድኖች መካከል ልዩነት መኖር አለመኖሩን ለመፈተሽ የቅድመና ድኅረ ትምህርትአጠቃላይ የመጻፍ ችሎታ፣ ንዑሳን ችሎታዎች (ይዘት፣ አደረጃጀት፣ የቃላት አመራረጥናአጠቃቀም፣ የቋንቋ አጠቃቀም እና ስርዓተ አጻጻፍ) አማካይ ውጤቶችና የመጻፍ ተነሳሽነትየጽሑፍ መጠይቅ አማካይ ውጤቶች በባለብዙ ተላውጦ ልይይት ትንተና ዘዴ(Multivariate Analysis of Variance, MANOVA) ተሰልተው ተተንትነዋል፡፡ በተገኙትውጤቶች መሠረትም፣ የተማሪዎች አጠቃላይ የመጻፍ ችሎታ እና ንዑሳን ችሎታዎች(ይዘት፣ አደረጃጀት፣ የቃላት አመራረጥና አጠቃቀም፣ የቋንቋ አጠቃቀም እና ስርዓተአጻጻፍ) እንዲሁም የመጻፍ ተነሳሽነት የጽሑፍ መጠይቅ ውጤቶች የሙከራ ቡድንተማሪዎች ከቁጥጥር ቡድን ተማሪዎች አማካይ ውጤቶች ተሽለውና ጉልህ (p<.05) ልዩነትያላቸው ሆነው ተገኝተዋል። በዚህም መሠረት ፕሮጀክት ተኮር መማር የተማሪዎችንአጠቃላይ የመጻፍ ችሎታ እና ንዑሳን ችሎታዎች እንዲሁም የመጻፍ ተነሳሽነት ለማሻሻልሚና እንዳለውና ሚናውም ከፍተኛ እንደሆነ ጥናቱ አሳይቷል፡፡ በመሆኑም፣ የመጻፍትምህርትን በፕሮጀክት ተኮር መማር ተግባራት ማቅረብ እንደሚያስፈልግ ተጠቁሟል፡፡Item Stakeholder Engagement and Communication Management Assessment: A Case Study of Addis Ababa Bole International Airport (AABIA)(Addis Ababa University, 2024-05) Asrat Begashaw; Abdulaziz Dino (PhD)This thesis aimed at assessing stakeholder’s engagement and communication management at Addis Ababa Bole International Airport (AABIA). The study used qualitative research method to find out Addis Ababa Bole International Airport stakeholders engagement and communication management. The researcher used, interview, focus group discussion and document analysis to gather qualitative data needed for the study. The researcher-analyzed contents from the stakeholder’s correspondences letters and proceedings from meetings filed at their offices. Additionally, he conducted interviews with two management staff and a focus group discussion involving staff from the Customer Care and Terminal Operations office at AABIA. Based on the findings of the analyzed data, the researcher concluded that the AABIA plays important role in stakeholder’s relationship and communication management. Moreover, Communication plays significant role in supporting operational activities and service delivery efforts of the airline. The findings also showed that a lack of common communication procedures and standards for managing the daily activities of the AABIA. Absence of various communication channels are identified as a challenge to enhanced engagement. Manpower shortage and lack of recurrent communication training have also been identified as additional challenges. The researcher recommended that AABIA should nurture the active participation of stakeholder and communication to maximize its process efficiency. The researcher also suggest that the AABIA should enhance service delivery through world-class communication Channels s. Addressing the gaps in relation to staff turnover of stakeholders and absence of communication training are also recommended as corrective measures.Item Brand Management and Communication Strategy in a New Market Context: A Case Study of Ahadu Bank S.C(Addis Ababa University, 2024-04) Endale Dejene Tadesse; Abdulaziz Dino (PhD)In today's fast-paced market environment, effective brand management and communication are crucial for the success of Ahadu Bank S.C. With a diverse range of stakeholders, including 32 banks, 18 insurers, and 48 microfinance institutes, the bank's organizational structure is complex. The bank's workforce comprises 125 managerial staff and 600 non-managerial staff, totaling 733 employees. This study examines the brand management and communication strategy of Ahadu Bank S.C, a new entrant in the Ethiopian banking sector. The study aims to identify the tools used by the bank, challenges faced, and the effectiveness of its social media usage. The survey had a response rate of 86.5%, with 346 completed forms analyzed using descriptive statistics. The study found that Ahadu Bank S.C's brand management and communication strategy was effective in building brand equity, with higher scores for brand communication strategy, brand positioning, and market characteristics. The analysis also showed significant correlations between independent variables and brand equity. The study highlights that Ahadu Bank S.C's brand management and communication strategy has been successful in building brand equity, with a strong focus on brand communication, positioning, and market characteristics. The study also emphasizes the importance of maintaining a favorable brand image, executing communication strategies, addressing obstacles, and harnessing social media platforms. The study concludes that effective brand management and communication strategies are crucial for Ahadu Bank S.C's success in the new market. The study recommends that the bank should conduct regular market research to understand customer needs and preferences, develop targeted marketing campaigns to reach a wider audience, enhance social media presence by posting regular updates and engaging with customers, and implement effective communication strategies to address customer concerns and build trust. Overall, this study provides valuable insights into Ahadu Bank S.C's brand management and communication strategies in a new market context, highlighting challenges and opportunities faced by the bank in establishing its presence and reputation in the Ethiopian banking sector.Item Analysis of Investigative Reporting Practices In Ethiopia: The Case of Etv “Aynachin Program”(Addis Ababa University, 2024-04) Hussien Gizaw; Assistant Professor Tenaw TerefeThis study examined investigative journalism techniques used by state media while taking Ethiopian Television (ETV) into consideration. Ten key informant interviews, a questionnaire-based survey of 77 samples, and a study of relevant literature were used to gather data. The questionnaire-based survey's respondents were chosen using web panel sampling and voluntary sampling, two suitable non-probability sampling methods. The questionnaire-based survey revealed that 83% of participants felt investigative journalism was improperly practiced by ETV, while only 17% disagreed. Investigative reporting is inconsistent and irregular, according to more than 60% of respondents. The vast majority of respondents—both journalists and viewers—stated that the content was of poor quality, frequently perceived as a tool for official propaganda, and less focused on covering important subjects of public interest. Due to all of these factors, the audience's satisfaction with the caliber and reliability of investigative reports was remarkably poor. It was discovered that internal and external impact is one of the main factors among the various obstacles. More than half of those surveyed said that needless intervention and political influence have a detrimental impact on investigative reporting. Other contributing problems include the dearth of investigative journalism, the absence of security for journalists, resource constraints, political unpredictability, and a lack of enthusiasm and skills (29.6%) in the field. Fear and a lack of a supportive workplace are two further issues that journalists brought up during the study. The research suggested that ETV enhance its internal processes for investigative reporting while simultaneously advocating and lobbying to lessen and handle external issues. These suggestions cover developing capacity, exchanging experiences and learning from others, facilitating policy framework discussions, influencing public opinion and increasing awareness, promoting media freedom, creating a supportive atmosphere, and guaranteeing accountability for ethical reporting at all levels.Item The Role of Public Relations in Corporate Social Responsibility: The Case of Alema Farms Plc(Addis Ababa University, 2023-05) Kidist Megersa; Abdulaziz DinoThe purpose of the study is to assess the role of public relations in corporate social responsibility, focusing on the case of Alema Farm PLC. Corporate social responsibility (CSR) entails corporate organizations actively incorporating environmental and social improvement into their business philosophies and practices. The primary objective of establishing a commercial firm is to produce goods and services that meet public demand. Contemporary CSR practices assume that businesses willingly integrate social and environmental considerations into their operations and interactions with stakeholders. To examine the roles of public relations in corporate social responsibility, a descriptive research design utilizing a mixed approach of quantitative and qualitative research methods was employed. Purposive sampling methods were employed to collect data from 45 selected employees of Alema Farm PLC through questionnaires. Purposively, the Public Relations Department, Marketing Department, and HR Department were selected due to their engagement with external stakeholders. Data collection methods included questionnaires distributed to the 45 employees, interviews with department managers, and web analysis. Consequently, the roles of public relations in Alema Farm PLC encompass supporting and understanding both internal and external stakeholders. Additional roles not attributed to Alema Farm PLC include strategic communication, transparency and corporate social reporting, stakeholder relationship management, ethical action, and digital communication. In contrast to expectations that may suppose that public relations practitioners would cling to CSR leadership, interviewed professionals were adamantly opposed to PR ownership of responsibility initiatives. Public relation Professionals should recognize and utilize the importance of their position as a boundary-spanner and aggregator to inform and communicate CSR efforts internally and externally. This communication function includes spreading and promoting an internal culture of corporate responsibility to engage employees in the process. Corporate social responsibility requires cross-functional collaboration from all relevant business sectors to develop the most effective programs. The most successful CSR programs are embedded in the organizational structure, autonomous from other departments, and often have a Corporate Responsibility Officer in a leadership position. Specifically public relation of Alema Farm PLC should collaborate this activity.Item Assessment of the media practitioners' understanding of corruption: The case of broadcast media(Addi ababa university, 2022-09) Abdleselam Ansar; Abdulaziz Dino (PhD)The main purpose of this study was to assess the understanding of media professionals towards corruption,in Ethiopia as it‟s a widely spread national problem, therefore the researcher wants to assess and explore the merit and de-merit of the media itself and professionals in combating corruption and their understanding of corruption. the role of media professionals and their contribution to the fight against corruption. The study used the qualitative research method. The researcher conducted in-depth interview, with twelve respondents selected purposively for their relationship with the issue of investigative reporting and investigative journalism. And focus group discussion,with fifteen randomly selected media professionals. And also there was a questionnaire to gather information from 60 media professionals with different experiences. The interview was taken by prepared/semi-structured questions for journalists. The finding of the study revealed that there are gaps in the media sector, anticorruption reportings were used for accusing, and targeting a specific political entity or individuals rather defending the public interest. The participants of the research mentioned different gaps in different sectors, however, the media, journalists, and other concerned bodies need to work with coordination to counter corruption and abuse of power. Based on the results of this study, no one can argue that media professionals do have or do not have a good awareness of corruption, its types, and its activities. But, corruption has different faces. For combating corruption the media and its professionals need to play their extraordinary role. Journalists should respect professional ethics and be a voice for the voiceless of the society. The media and concerned bodies should help journalists with their investigative reporting. The research suggested that professionals need to have a safety assurance for the sake of the public interest as they are confronting treats from different corrupted individuals.Item The critical analysis of CNN effect theory on Ethiopian northern war: In case of Media bias(Addis Ababa University, 2023-09) Belete Tarekegn; Mulatu Alemayehu (PhD)This study critically analyzes CNN‘s portrayal of the Ethiopian Northern War, which occurred from November 4, 2020, to November 4, 2022, between the Ethiopian Federal Government and the Tigray People's Liberation Front (TPLF). The conflict drew considerable international media attention, particularly from Western outlets. This research investigates how CNN‘s framing of the war influenced perceptions and outcomes. Utilizing framing theory, agenda-setting theory, and media representation theory, the study conducts a qualitative content analysis of CNN‘s re-porting. Data was collected through interviews with scholars and an examination of CNN‘s tele-vision and online news content. The analysis reveals that CNN predominantly framed the con-flict as an ethnic struggle, displaying significant bias by favoring the TPLF and characterizing the situation as a civil war rather than a political and military engagement. This biased portrayal aggravated regional instability, weakened the Ethiopian federal government‘s stance, and com-promised journalistic standards. The study concludes that CNN's skewed coverage undermined the Ethiopian government‘s credibility and the peace process, reflecting broader concerns about media bias in conflict reportingItem The practice of forest Management COMNICAITON in Oromia: The Case of OEPA.(Addis Ababa University, 2024-01) Tsegaye Bayissa; Yohanis Shiferaw (PhD)The last three decades have seen an increase in Ethiopian recognition of the value of forest resources to the lives of those who live in and near forests. The people living in Ethiopia's Oromia National Regional State have a close relationship with the forest. The local community and the forest are connected by a number of challenges. The purpose of this study was to evaluate how well OEPA's community engagement initiatives function in connection to forest management. And also to determine the practical aspects of communication use, as well as the role of specialists and the difficulties that face OEPA's communication activities. The two-way balanced public relations model served as the theoretical foundation for the investigation. A hybrid method was adopted in the investigation. The primary research approach employed to examine and elucidate the procedures and difficulties associated with the Bureau's communication practice was a qualitative study design. To describe the findings, a quantitative investigation was conducted in addition to the qualitative method. While a questionnaire was employed as a data collection tool in the quantitative research design, interviews and observations were used in the qualitative study design. Purposive sampling strategies were used to identify questionnaire respondents. Interviews were also done with one team leader and four other employees. The study's conclusions demonstrate that while OEPA's communication practices vary in certain areas, they are mostly inconsistent; experts are completely focused on their technician roles without addressing their strategic roles; they have not gotten stuck on communication strategy and objectives; they lack a feedback mechanism for improving communication; messages are not pretested before being distributed to the community; and there is a lack of consistency in overall communication practices. Bad internal communication practices, inadequate attention to the communication section, expert capacity and skill gaps, a high employee turnover rate, improper communication structure, irregular workloads, and a lack of an information management system are all present. Finally, the researcher suggests that the company use a grouping and communication strategy in order to successfully accomplish the suggested aim. Additionally, it is advised that a cunning corporate communication plan include requirements for future research and involvement. Key words: Environmental Protection, community engagement, public relations, forest managementItem The Practice of Conflict-Sensitive Reporting by Fana Broadcasting Corporate During the Conflict Between the Government and Opposition groups in 2015(Addis Ababa University, 2024-07) Jemal Ahmed; Elias Worku (PhD)The media scenery of Ethiopia has been serving the groups controlling power over a long period of time. However, the media is a powerful tool for shaping public opinion. Because of the sensitive nature of conflicts, the media has to take certain considerations when reporting on conflicts. This study examines the practice of conflict-sensitive reporting within the media, focusing on the Ethiopian context with a specific emphasis on the, FBC (Fana Broadcasting Corporate). Against the backdrop of the contemporary political landscape in Ethiopia, characterized by ethnic tensions and political transitions, this research delves into the strategies employed by FBC to promote conflict-sensitive reporting. The study used a qualitative approach, combining content analysis of FBC's news coverage with qualitative interviews conducted among media professionals. By analyzing the framing, language, and tone of news reports, the study assess the extent to which the media integrates conflict-sensitive reporting principles into its coverage. The researcher used purposive sampling for news content analysis. The study discovered that the attempt at conflict-sensitive reporting by the media is very poor. The interview revealed that the media under study see it as objective and balanced this was however disputed by the content analysis and in-depth interview. Additionally, the findings indicate that FBC's reporting is significantly influenced by its alignment with the government, leading to a polarized portrayal of the conflict. Journalists at FBC face significant challenges in maintaining professional and ethical standards due to political pressures and threats to personal safety. These challenges complicate efforts to report impartially and uphold the principles of conflict-sensitive journalists. The findings shed light on the challenges and opportunities faced by FBC in navigating the delicate balance between journalistic integrity, government interests, and the need to mitigate the risk of exacerbating existing conflicts. Key words:-Conflict-sensitive reporting, Mainstream media, Framing and Themes.Item Media Framing Of the Conflict in the Amhara Regional State: AMECO and Roha TV in Focus(Addis Ababa University, 2024-06) Tigist Zerihun; Abdissa Zerai(PhD)This study aims to analyze the framing of the conflict in the AMHARA regional state by Amico and Roha TV, as reported during the selected period from April 28, 2023, to November 30, 2023. This timeframe was deliberately chosen as it encompasses the onset of the conflict, its escalation to a peak, and the subsequent declaration of a state of emergency. The impetus for conducting research titled 'Media Framing of the conflict in the Amhara Regional State: Amico and Roha TV in focus' stems from the escalating internal conflict in Ethiopia. Given that media can significantly impact conflicts either positively or negatively, understanding media framing is crucial. This research aims to examine their framing practices to determine whether they contribute to resolving the conflict or exacerbate it. The media outlets under scrutiny were specifically chosen for their consistent coverage of the Amharan conflict. The outlets in question include the government-funded Amico and the YouTube-based news channel Roha TV. To achieve the primary goals of the study, four research questions have been formulated, to examine how the chosen media characterizes the dispute between the Amhara regions, how to diagnose the cause, what the moral verdict is, and what solutions are recommended. The study employed qualitative methods and textual analysis to address the research questions. The findings indicated that the Amhara regional state conflict was framed differently by the selected media outlets. However, their proposed solutions for conflict resolution were identical, with both advocating for armed action as the means to resolve the regional conflict. This study could serve as a foundation for further research, and if the media seriously consider the findings, they could use them to enhance their work practices.Item Trends and Practices of Ethio Telecom in Its Innovative Approach: Adoption and Diffusion of Tele-Birr App(Addis Ababa University, 2024-05) Yemnetfre Yalew; Anteneh Thgaye (PhD)This study investigates the determinants influencing the adoption and diffusion of mobile money services within the context of Tele-birr in Addis Ababa, utilizing a modified Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The model incorporates perceived risk and knowledge, alongside traditional variables such as performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived value. Data were collected from 385 participants using a 31-item survey and analyzed using Pearson correlation and regression analysis with SPSS version 26. Results indicate that perceived knowledge is the most significant predictor of Tele-birr adoption, with a beta value of 0.474. Performance expectancy, effort expectancy, social influence, and facilitating conditions also positively impact adoption, while perceived risk negatively influences it. These variables account for 89.1% of the variance in Tele-birr adoption. The study underscores the importance of user education and awareness campaigns to enhance adoption rates. Additionally, enhancing the user-friendliness of the Tele-birr platform and leveraging social influence can further promote its uptake. The complex relationship between adoption and diffusion is highlighted, suggesting that increased adoption leads to more rapid and widespread diffusion. The study recommends that Ethio Telecom and future providers enhance mobile money services by educating, introducing new features, leveraging social influence, and simplifying usage. Governmental support in terms of infrastructure and legal frameworks is also advised to foster the growth of mobile money systems.Item Official Facebook Public Relation Impact Assessment: The Case of Ethiopian Federal Police(Addis Ababa University, 2024-04) Yeshwas Brhanu Lama; Abdulaziz Dino (PhD)The study has identified in detail the Ethiopian Federal Police's inability to capitalize on the advancements in modern media and communication. Department leaders and media and communication specialists at the Ethiopian Federal Police headquarters make up the study's target informants. The inquiry has employed qualitative methodologies. Focus groups, questionnaires, interviews, and other methods were among the many techniques the researcher employed to gather data. The researcher then applied these approaches by coding the data using various clustering and classification schemes. The papers thorough analysis reveals both the organization's shortcomings and its virtues. In addition to analyzing the barriers inhibiting the Ethiopian Federal Police from taking advantage of the advancements in digital communication, this study looked at the relevance of news and related items posted on the official facebook page. EFP tends to use Facebook more than other new media platforms, according to the study's results. The addressability, accessibility, and user-friendliness of Facebook make it the preferred platform for the EFP. Despite leaders' superfluous engagement, lack of professionalism, outdated technology, and an unpleasant working atmosphere in the new media department, it nevertheless plays a consistent role in bridging the divide between the public and the police. According to the majority of respondents and a content analysis of security and law enforcement-related publications, there is stillroom for improvement regarding the EFP Facebook page's benefits. Data and research from the police organization indicate that people are willing to engage with the police in order to learn about security and public safety. Nevertheless, the response from the security establishment is inadequate. The purpose of police information is to elevate the public's perception of the police based on the findings. For EFP to effectively combat crime and manage an organization that is successful, public relations is essential, which makes social media use crucial. With regard to follow-up training and experience exchange, the organization hopes to give stakeholders further possibilities. The Facebook page should select competent and seasoned editors, reporters, assistant producers, and producers to enhance EFP's online visibility.Item The Analysis of the Practice and Challenges of Media Monitoring in FDRE Ministry of Finance(Addis Ababa University, 2021-11) Zemenu Dagninet Ayalew; Teshager Shiferaw (PhD)This research paper analyzes the practice and challenges of media monitoring activity in FDRE Ministry of Finance. To study this, mixed-method research approach was applied. Based on this, a total of 30 employees were selected from the Ministry of Finance. Among these selected employees, 22 of them were from different Directorates that are core processes for the Ministry, and 8 of them were from the public Relations and Information Directorate of the Ministry and a total of 26 respondents gave their feedback. The selection was made purposefully considering the relationship and relevance that respondents have concerning the issue. To conduct the study questionnaires were distributed and analyzed qualitatively, and in-depth interviews were conducted with staff members of the Public Relations and Information Directorate. Besides these the Media monitoring report of the Public Relations and Information Directorate was analyzed. The result revealed that media monitoring activity is practiced in the Ministry. The finding also showed that media monitoring activity and its report focused mainly on print media. Furthermore, the activity is practiced mainly to give correction for wrong media mentions. Lack of setting clear objective to media monitoring activity, longer time it takes to monitor media and poor quality of media monitoring report were seen as challenges.Item A Comparative study on the Practice of Investigative Journalism in Ethiopia: The case of Ethiopian Broad casting Corporation and Ethiopian Satellite Television.(Addis Ababa University, 2024-04) Mihiret Moges; Yohannes Shiferaw (PhD)This research was conducted to examine the practice of investigative journalism on the programs “Aynachin” on EBC and “Golgul” on ESAT TV programs on the time intervals of three recent years. To conduct this study, the researcher employed a mixed research approach. Sample programs from both media institutions were collected to examine the practice of investigative journalism. One hundred and twelve questionnaires were collected from respondents who were requested to express their evaluation of the issues and gaps they observe in the two media institutions. In addition, in-depth interview was also conducted to gather the required data from the respondents for the study. Content analysis of the sample programs were critically analyzed depending on the criteria and standards of investigative journalism. The findings of the study indicated that the status of investigative journalism in EBC and ESAT, during three recent years was at an early stage with lots of gaps and problems. The majority of respondents agreed that there is absence of proper investigative journalism in EBC and ESAT. When respondents evaluate issues that “Aynachin” programs focused on corruption and good governance, whereas “Golgul‟s” focus were on corruption and abuse of power. Moreover, the respondents also reflected gaps by correlating “Aynachin” and “Golgul” programs. Both of the programs are not well researched; furthermore “Golguls” contents are not balanced. The main sources of the program were the public petition. On each TV channels producers were interviewed. They mentioned that they face various internal and/or externa challenges. Mainly findings are unwillingness of government, evidence, finance, security and skill on the journalist, accountability, and man power, and other as main challenge in both programs. From content analysis even though these programs were broadcasted as investigative journalism in EBC and ESAT respectively, the programs did not follow the format of investigative journalism and did not fulfill the standards of investigative journalism. The major challenges to practice investigative journalism in the Medias were government officials‟ intervention, lack of media managers and government commitment and lack of professionalism.Item Assessment on the media framing of the 2021 Ethiopian Election: The case of Addis Zemen and Reporter Newspapers.(Addis Ababa University, 2024-02) Mahlet Haftu; Teshager Shiferaw (PhD)This study focused on assessing the coverage of the Ethiopian election of 2021 by Addis Zemen and the reporter newspapers. Addis Zemen newspaper is a government owned daily newspaper and the reporter is a private owned biweekly newspaper. Qualitative methodology was employed predominantly and purposive sampling was used to take samples from the newspapers. The newspapers issues which were published and circulated during the last two months before polling day and the next two months after polling day. A total of 32 issues were reviewed and 179 election-related news stories and editorials were identified. The units of analysis were news stories, editorials and feature articles from the two newspapers. The sample size was 32, 16 stories which were published before polling and 16 after polling day. As the findings showed, the selected newspapers gave enough coverage for the election. The attribution of responsibility frame was the most dominantly used frame in the two selected newspapers. Human interest frame was the second dominant frame in Addis Zemen newspaper whereas conflict frame is the second dominantly used frame in the Reporter newspaper. Civic society was the dominant source used in the two newspapers. The reporter used international organization as a source of news but Addis Zemen newspaper was not used international organization as a news source. The two newspapers were positively framed and presented the ruling and the opposition political parties. Key words: Framing, Election, Newspapers, Political parties.Item Corporate Reputation of Bank of Abyssinia(Addis Ababa University, 2024-05) Yohannes Moges; Amanuel Gebru (PhD)The general objective of the study was to assess corporate reputation management at the Bank of Abyssinia. To conduct the study, the researcher employed a quantitative approach, focusing on employee, customer based, and social media engagement dimensions. The total survey sample consisted of 203 employee respondents and 250 customer respondents, all of them completed and returned the questionnaires. The data obtained from the sample were analyzed using descriptive statistics (frequency, percent, mean, and standard deviation) and inferential statistics, specifically correlation and regression. The findings indicated that the employee dimension of corporate reputation had a positive and significant relationship with the composite dimension of corporate reputation. Further regression analysis revealed that the six pillars of corporate reputation explained 89.8% of the dependent variable. The second point focused on customer-based corporate reputation, showing positive and significant relationships. Regression analysis indicated that the five factors of CBCR explained 88.4% of the dependent variable. Additionally, social media content analysis partially described engagement metrics, including likes, shares, comments, photos, videos, and followers. Based on the findings, recommendations were presented: Bank of Abyssinian staff should focus on strengthening emotional connections with customers, continue investing in enhancing quality and innovation, create a positive workplace culture, and invest in leadership development programs. Based on CBCR, the bank should prioritize customer experience and satisfaction, focus on customer retention strategies, and mitigate switching intentions. Digital marketing officers should maintain a consistent posting schedule to keep the audience engaged. Future studies should incorporate qualitative analysis, such as sentiment analysis and interviews. Key words: corporate, reputation, reputation quotients, customer based corporate reputation, Bank of AbyssiniaItem Media Campaign Strategies for Awareness Creation: Focus on Some Organizations Working on Road Safety in Ethiopia(Addis Ababa University, 2024-05) Yamrot Nigussie; Abdulaziz Dino (PhD)The study aimed to investigate media campaign strategies for awareness creation: at Federal Transport Authority (FTA), Traffic Management Agency (TMA) and Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS) organizations working on Road Safety in Ethiopia, thus, examine the awareness creation activities, identify media utilization performance, describe strategic media campaign practice & identify the challenges in strategic mass media campaign practices of the three. . The study employed descriptive research design and mixed research approach along with primary source of data and questionnaire and key informant interview as data collection instruments. These data were analyzed using descriptive statistics which is significantly supported by evidence in the form of tables, frequency and narrative forms. The total of 60 employees from the study organizations were participated using census method. The findings of the study reveals, road traffic crash conditions in Ethiopia require change, but, there is no use of adequate road safety awareness creation activities. The study also has found that face to face, mass media, internet & social media are used by all three organizations with varying degrees. In a view of print media, however TMA has a good trend of practical use that reach a specific target. The study has found that BIGRS have the strongest overall media campaign strategy compared to FTA and TMA. The study also assured that, the strategic media campaign practices were the use of data to design media campaign. However, budget constraint, lack of coordination and planning and knowledge of how to manage a successful media campaign were challenges of strategic mass media campaign in Ethiopia on the Road Safety. Thus, allocate sufficient budget for awareness-raising initiatives, provide capacity-building trainings, and conduct impact assessment on the respective media campaign programs & making the best and most accurate media selection were the forwarded recommendations by the researcher.Item News Content Analysis of Special Events from Facebook and Twitter: The Case of Ethiopia Radio (FM 93.1) Prime Time News(Addis Ababa University, 2024-04) Dereje Shitaw; Elias Worku (PhD)This study examined a news content analysis of special events from Facebook and Twitter: the case of Ethiopia radio prime-time news. To achieve this objective, the researcher used both qualitative and quantitative descriptive research designs. The researcher used questionnaires and relevant documents to collect primary and secondary data from the data sources. The study emphasized issue categories and news sources related to special events. It also analyzed how journalists reported special event news. Social responsibility, gate-keeping theory, and event system theory were applied in this study. The study used content analysis, in-depth interview, and document analysis. Three basic research questions were raised to guide the study, and scholarly articles related to the issues were discussed. In addition, the radio station also took all special event news from government officials and institutions Facebook and Twitter pages. The issues for which Facebook and Twitter were most commonly sourced by the radio station included politics, infrastructure, the economy, social issues, culture and tourism, and entertainment. Thus, Ethiopian radio should cover a wide variety of subject categories, report accurate and comprehensive special event news stories, and present all viewpoints from all recognized special event news sources without any jealousy. Key Words: Special event, Official, Institution, Social media, Facebook, Twitter.Item Ethio-Turkey Economic and Public Diplomatic Relations and the Role of Media from 2018-2022: An Appraisal(Addis Ababa University, 2024-03) Tsion Fikadu; Arka Abota (Ass, Profe)This thesis provides a comprehensive appraisal of the economic and public diplomatic relationsbetween Ethiopia and Turkey from 2018 to 2022, with a particular focus on the role of media inshaping and communicating these interactions. During this period, both nations have sought tostrengthen their ties through various diplomatic and economic initiatives, leveraging media as apivotal tool for public engagement and policy dissemination. The study begins by outlining thehistorical context of Ethio-Turkish relations, followed by an analysis of the economicpartnerships that have emerged, particularly in trade, and investment. It then examines thestrategic use of public diplomacy to foster mutual understanding and cooperation, highlightingthe media’s influence in portraying a positive narrative of bilateral relations. Through qualitativemethods, including content analysis of media coverage and interviews with key diplomaticfigures, the research evaluates the effectiveness of media strategies employed by both countries.It assesses the impact of media on public perception and its role in facilitating economic anddiplomatic goals. The findings indicate that while media has played a significant role inenhancing the visibility of Ethio-Turkish relations, challenges remain in ensuring balanced andobjective reporting. The thesis concludes with recommendations for optimizing media’s role in public diplomacy, suggesting avenues for future research in the evolving landscape ofinternational relations. Keywords: Ethiopia, Turkey, Economic Relations, Public Diplomacy, Media Role, Bilateral Agreements, Strategic CommunicationItem Awareness of AAU students on personalized online news: In terms of credibility and diversity of news sources,(Addis Ababa University, 2024-03) Felmata Mahammed; Teshager Shiferaw, (PhD)People are becoming increasingly reliant on online systems that employ algorithmic curationto organize, select and present information. In the age of digitalization life is full ofalgorithmically recommended news content such as news feeds, recommendations andpersonalizing content recommend. These algorithmically personalization of contents haspotential to influence users’ news consumption behaviors, but users are unaware of theirpresence. This study explored the awareness of AAU students on personalized online medianews in terms of credibility, content, and source diversity. The specific objectives of the studyare to understand awareness of AAU students on the way social media collet user data topersonalize news and prioritize contents, to assess how students judge the credibility of newssources that are recommended automatically on their social media feeds and to assessawareness of AAU students on to what extent they access diverse news content and sources inpersonalized online media. To achieve these objectives, a mixed research design was employedcombining quantitative and qualitative methods to provide a comprehensive understanding ofthe research problem. Also, the study employed a convergent mixed method design, collectingand analyzing both types of data simultaneously. To address the objectives 282 sample sizes ofparticipant surveyed questioners were drawn from total population study selected from variousdepartments and academic years at AAU. Purposive sampling is utilized to select specificparticipants for this research from field of studies given for regular undergraduates, stratifiedsampling techniques was also employed to draw proportional sample size from participantselected using purposive sample by dividing them based on field of study and study years andto different strata and the final participants of the study selected using simple random samplingtechnique. Moreover, in depth interview with set of 8 participants. Key findings from theresearch revealed that while students were generally aware of social media algorithmstracking user activities, they lacked detailed knowledge of the specific types of user datacollected forpersonalizing content. Participants used automatically recommended new usingalgorithm, with varying levels of reliance on personalized news content. Thestudy highlightedthe importance of understanding diverse perspectives and information-seeking behaviorsamong students from different academic backgrounds in personalized news environment. Keywords: Social media algorithm, Personalization, Filter Bubble, Echo chamber, News Feeds, Credibility, News Source Diversity