Journalism and Communication
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Item Investigating the Dynamics of Dialogic Communication on Facebook: In the Context of SOS Children's Villages in Ethiopia(Addis Ababa University, 2023-02-01) Beza Teklu; Samson Mekonnen(PhD)The thesis investigated the dynamics of dialogic communication on Facebook in the context of SOS Children's Villages in Ethiopia. This thesis employed qualitative and quantitative methods to investigate the dynamics of dialogic communication. A quantitative content analysis of Facebook posts was conducted using social media analytics tools to examine post frequency, engagement metrics, and response times. Qualitative content analysis and thematic analysis were also applied to categorise and interpret the content types found in the Facebook posts. Additionally, in-depth semi-structured interviews with key stakeholders and content analysis of comments on selected Facebook posts provided further insights into the organisation's dialogic communication. This study examined the dialogic communication strategies of SOS Children's Villages in Ethiopia on Facebook, revealing a range of effective strategies that fostered community engagement and a sense of community among online stakeholders. Key findings include a significant increase in engagement metrics, alignment with the organisation's objectives and target audience, and a perceived positive impact on the organisation's reputation and ability to fulfil its mission. However, challenges such as managing comments, addressing linguistic and cultural diversity, and ensuring timely responses were also identified, providing opportunities for improvement. The study offers insights and recommendations for SOS Children's Villages and other nonprofit organisations operating in similar environmentsItem Assessing Impact of Digital Media on Marketing: The Case of Awash Bank Addis Ababa City(Addis Ababa University, 2025-05-01) Abadi Weynay; Elias Worku (PhD)The purpose of this study is to assess the impact of digital media on the marketing strategies and performance of Awash Bank in Addis Ababa. Specifically, the study aims to explore how digital platforms have influenced customer engagement, brand awareness, and service delivery in the banking sector. By analyzing both quantitative and qualitative data, the research seeks to provide insights into the effectiveness of digital media marketing in improving customer satisfaction and achieving competitive advantage. This study employed a mixed-methods approach, combining both quantitative and qualitative data to assess the impact of digital media on marketing in Awash Bank, Addis Ababa. Primary data were collected through questionnaires distributed to 200 bank customers and interviews with 3 marketing and communication staff members. Secondary data came from bank reports and relevant literature. Simple random sampling was used for customer selection, while purposive sampling was used for selecting staff participants. Quantitative data were analyzed using descriptive statistics, while qualitative data were examined using thematic analysis. Digital media for banking industry via internet and mobile platforms is playing an increasingly vital role in the marketing of financial services, especially as the use of digital media and customer demand for financial solutions continues to grow. The evolving nature of the banking sector indicates that banks can no longer rely solely on traditional branch operations for their survival. Attracting and retaining customers has become essential, and digital media banking is emerging as a preferred strategy to achieve this. The study found that most customers interact with Awash Bank through digital platforms such as Facebook and the mobile banking app. Digital media has significantly improved customer engagement by making banking services more accessible and convenient. It has also increased the bank’s brand visibility, particularly among younger customers. Keywords: digital media marketing, customer satisfaction, digital media, digital media recommendationItem Assessment of Effective Communication Strategies on Raising Awareness of Hate Speech and Fact-Checking: A Case Study of the Ethiopian Media(Addis Ababa University, 2025-05-01) Birshewa Seyoum; Mekuria Mekasha (Assistant Professor)This study explores effective communication methods to raise awareness about hate speech and fact-checking, using the Ethiopian Media Authority as a case study. Both hate speech and harmful misinformation significantly threaten democratic dialogue and social unity, making media regulation and public education crucial. The research reviews the Ethiopian Media Authority's efforts to prevent hate speech, enhance fact-checking initiatives, and encourage media literacy through various communication channels. By examining the Ethiopian Media Authority's achievements, obstacles, and strategies, this research identifies optimal practices for fostering responsible journalism and engaging the public. The results aim to inform policy suggestions and practical measures to reduce hate speech and misinformation in Ethiopia, thereby fostering an informed and inclusive media environment. Qualitative approaches, such as stakeholder interviews and document analysis, are used in the study to deliver a thorough evaluation of the Ethiopian Media Authority’s activities and their wider effects on media regulation. the study examines the various strategies the Ethiopian Media Authority employs to combat disinformation and foster media literacy, including social media campaigns, automated monitoring technologies, and public participation programs (such as the 9192 reporting hotline). Despite highlighting initiatives such as journalist training, fact-checking collaborations, and community workshops, the findings also expose difficulties including financial limitations, political prejudices, linguistic diversity, and internet deserts in rural areasItem The Perceived Impacts of Public Relations and Strategic Communications in Organizational Reputation: In the Case of Ethiopian Red Cross Society(Addis Ababa University, 2024-06-01) Eleni Adnew; Arka Abota (PhD)This is a descriptive survey study with the objective of evaluating the contribution of the public relation department in humanitarian institutions for enhancing organizational reputation. The researcher used a mixed research method and simple random sampling method. Therefore, the result of this research showed that the Impacts of public relations and strategic communications department is significant for the progressions of the Ethiopian Red Cross Society. Even though, a significant number of respondents believe that the Ethiopian red cross society public relations and strategic communication department contributes a crucial role in the Society performance and building its visibility and reputation. But a small number of employees do not agree on this. Furthermore, the other portion of the respondents are uncertain about the Ethiopian Red Cross society contribution of public relations and strategic communications department. The reason for this is the Ethiopian red Cross society public relations and strategic communications department only give attention for the external public. Hence, the internal public that is those who are the employees of the Ethiopian red cross society do not have enough information about the society. Therefore, based on the findings the researcher gives recommendations which are the public relations and strategic communications department make sure of revising its communication strategy, crate a new strategy which help the internal public to know more about the activities of the Ethiopian red cross society, work integrally with the leadership and administrative department, with the main stream media, social media and strength its crisis information management system, and frequent update of the social network services. And gives recommendation for further research to create a favorable environment for the Ethiopian red cross society and to keep its reputation and organizational visibility.Item The Effects of Social Media On High School Students’ Study Program: The Case of Ayer Tena High School Addis Ababa(Addis Ababa University, 2025-04-23) Getachew Melaku; Tenaw Terefe Asst. ProfThis study examined the effects of social media on high school students' study program, focusing on grade 12 students at Ayer Tena Secondary School in Addis Ababa, Ethiopia. The main objective of this study was to assess effects of social media on the students and their parents and teachers` prevention practices of the adverse effects. Employing a mixed-methods approach, the research`s data gathering was through questionnaires from 303 sample students out of 1100 and focus group discussions comprising students, teachers, and parents. The research findings showed that almost all of the respondents used social media in different levels of time. It reveals that most students spend an average of 2: 55 hours per day on social media. Nearly half of them used social media for all purposes. Only less than quarter of the students used mainly for academic purposes and a few students used it for business. Regardless of recognizing its possible academic value, students lack organized plans or digital literacy skills to influence social media effectively for learning. TikTok, Instagram, Telegram, YouTube and Facebook are mostly used social media platforms. Top platform for academic use was YouTube. Most of the students used mobile phones. The survey showed majority of parents new as their children were using social media. A little more than half of the parents knew the purpose of the students` usage. About half of the students` parents, some always and majority of them sometimes, follow and control the students` social media usage. Some parents use restriction as a controlling mechanism by avoiding access to smart phones. Commonly reflected idea was as there should be controlled and guided usage of social media. On its advantages, the highest percent of the students viewed as social media is important for sharing academic material, improves English language skills and supported its role in communication and relationships. Similarly On its disadvantages, the highest percent of the students viewed as social media negatively affect sleep, affects family communication and harms academic performance. Some of their teachers tried to guide the students informally and in private. Although social media gives educational benefits, they are underutilized. Furthermore, the research revealed a lack of structured checking and supervision by both parents and educators. The paper calls for strategic interferences by schools, families, and policymakers to exploit the educational value of social media while reducing its adverse consequences. It stresses totally restriction is not a feasible solution in the digital era. Instead, coordinated exertions are recommended: mixing digital literacy into the school curriculum, and training parents and educators with strategies to guide youths rationally in the digital landscape.Item Investigating Journalistic Freedom in The Newsroom: The Case of ETV News Channel(Addis Ababa University, 2024-10-23) Rahel Belachew; Yohannes Shiferaw (PhD)Journalistic freedom is crucial for shaping public discourse and fostering an informed society. As a prominent state-owned media organization in Ethiopia, ETV News Channel holds significant influence over information dissemination. However, concerns regarding journalists' ability to exercise their freedom within the ETV newsroom necessitate a closer examination. This thesis examines the issue of journalistic freedom within ETV, exploring the current state of journalistic independence, identifying challenges faced by journalists, and assessing the implications for media autonomy in Ethiopia. A mixed-methods research design was utilized, encompassing qualitative methods such as in-depth interviews with journalists, Editors and Manager, as well as quantitative methods through a survey questionnaire administered to ETV journalists. The sample size for the survey included 70 journalists, while 7 in-depth interviews were conducted with editors, producers, and manager. The findings indicate that journalistic freedom is significantly constrained within the ETV newsroom. Various factors contribute to these limitations, including government interference, pervasive self-censorship among journalists, and professional restrictions. Furthermore, the study highlights the disparity in levels of journalistic freedom across different news segments, with hard news experiencing more constraints compared to soft news. To address these concerns and enhance journalistic freedom, several key recommendations are proposed. First, ETV should establish a conducive and empowering work environment that encourages journalists to express their opinions without fear of censorship or retribution. Second, promoting a culture of independent journalism within the organization is imperative. This can be achieved by ensuring transparent and inclusive guidelines for content monitoring and decision-makingprocesses.Item Media Role for Religious Relations: The Case of Egyptian Coptic and Ethiopian Orthodox Churches(Addis Ababa University, 2024-05-16) Tsige Mezgebu; Arka Abota (PhD)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.Item 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)The thesis investigated the dynamics of dialogic communication on Facebook in the context of SOS Children's Villages in Ethiopia. This thesis employed qualitative and quantitative methods to investigate the dynamics of dialogic communication. A quantitative content analysis of Facebook posts was conducted using social media analytics tools to examine post frequency, engagement metrics, and response times. Qualitative content analysis and thematic analysis were also applied to categorise and interpret the content types found in the Facebook posts. Additionally, in-depth semi-structured interviews with key stakeholders and content analysis of comments on selected Facebook posts provided further insights into the organisation's dialogic communication. This study examined the dialogic communication strategies of SOS Children's Villages in Ethiopia on Facebook, revealing a range of effective strategies that fostered community engagement and a sense of community among online stakeholders. Key findings include a significant increase in engagement metrics, alignment with the organisation's objectives and target audience, and a perceived positive impact on the organisation's reputation and ability to fulfil its mission. However, challenges such as managing comments, addressing linguistic and cultural diversity, and ensuring timely responses were also identified, providing opportunities for improvement. The study offers insights and recommendations for SOS Children's Villages and other nonprofit organisations operating in similar environments.Item Crisis Communication Management in Commercial Media in Case of Ethiopian Broadcasting Service(Addis Ababa University, 2023-10-10) Nafkot Tigistu; Dr. Anteneh TesgayeIn 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 crisisItem Marketing Communication Strategies of Global Bank Ethiopia: For Effective Customer Engagement and Brand Positioning(Addis Ababa University, 2024-09-16) Henok Engda; Agaredech Jemaneh (PhD)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.Item Assessing the Role of Organizational Culture in Shaping Internal Communication Practices: The Case of Ati(Addis Ababa University, 2024-10) Mahlet Legesse; Amanuel Gebru (PhD)This study aims to assess the role of organizational culture in shaping the internal communication practices within the Ethiopian Agricultural Transformation Institute (ATI), using the Competing Values Framework (CVF) as its theoretical foundation. Despite the critical role of communication in development-oriented organizations, limited research has examined how organizational culture influences communication dynamics, particularly in the Ethiopian context. This study addresses this gap by investigating the relationship between c ultural dimensions and communication practices at ATI. A quantitative research approach was employed, utilizing structured questionnaires distributed to 195 respondents selected through stratified random sampling. The findings reveal a mixed cultural environment at ATI, with dominant characteristics reflecting Clan and Adhocracy cultures—emphasizing collaboration, innovation, and risk-taking—alongside Market and Hierarchy cultures, which prioritize results and structured processes. Correlation analysis demonstrates that communication practices are strongly and positively associated with dominant characteristics (r = 0.798), moderately associated with employee management (r = 0.543) and organizational glue (r = 0.567), and weakly associated with organizational leadership (r = 0.398). Regression analysis further highlights that dominant characteristics (β = 0.860) and organizational glue (β = 0.390) significantly enhance communication practices, contributing to improved knowledge-sharing, alignment, and organizational productivity. The study recommends strategies to strengthen communication practices, including improving team alignment, fostering trust and respect, enhancing work climates, and promoting continuous, unbiased information exchange. By addressing the interplay between organizational culture and communication, this research provides valuable insights for developmental institutions aiming to optimize communication practices and foster a cohesive, goal-oriented culture. This work fills a critical gap in understanding how culture shapes communication in development-focused organizations, offering both theoretical contributions and practical recommendations for enhancing communication effectiveness in similar institutional contexts. Key words: organizational culture, communication practice, Competing Value Framework (CVF), Dominant Characteristics, organizational Leadership, Organizational glue, Employee management.Item Analysis of Media Coverage on Physical Disability Issues: The Case of EBC(Addis Ababa University, 2024-09) Hiwot Aregaw; Tenaw Terefe (Asst. Prof.)This study aimed to examine the extent and nature of disability issue coverage in EBC TV'S prime time news. A mixed-methods research design was employed, combining quantitative content analysis and qualitative in-depth interviews. The research analyzed six months of prime time content (October 1, 2023, to March 31, 2024), utilizing purposive sampling . Out of 1,181 total news stories broadcast on ETV 57’s prime-time news between October 2023 and March 2024, only 20 stories (2%) addressed PWD issues, while a vast majority 1,161 stories (98 focused on topics unrelated to disabilities. A comprehensive content analysis was employed to quantify the proportion of disability-related content within the total news coverage, revealing that disability issues comprised only a small fraction of the prime time news. Furthermore, the analysis revealed that human-interest frames and morality frames predominantly shaped the coverage, often portraying disability through a lens of pity rather than empowerment or agency. Additionally, the study found that mental illness and physical impairments were the most frequently covered types of disabilities, while other forms, such as developmental and sensory disabilities, received minimal attention. While in-depth interviews with journalists and editors highlighted challenges such as inadequate training and awareness regarding disability topics, further underscored the limited focus on disability issues, revealing a lack of awareness and understanding of the complexities surrounding disabilities. This study suggest that EBC should train media reporters and editors on how to frame the diverse groups within society in their report so that they would promote the cultureof inclusion in their report.Item Investigating EFL Students’ and Teachers’ Attitude and Practice of Code-switching: Mekelle University in Focus(Addis Ababa University, 2025-08-01) Gebrewahid Tsige; Hailom Banteyerga(PhD)Whether or not to code-switch in the teaching and learning process of EFL classes is one of the controversial issues. This dissertation is, thus, conducted to investigate EFL students’ and teachers’ attitude towards code-switching and their practice. To achieve this objective, data were collected from 109 students and 50 teachers of English major at Mekelle University. The participants were chosen using available sampling. In this study, the descriptive research design was employed. Data for this study were gathered using classroom observation audio records, questionnaires, and interviews. The gathered data were analyzed both quantitatively and qualitatively. The quantitative data were analyzed using frequency counts, percentages, Kruskal Wallis H test, Mann Whitney U test, and ordinal logistic regression. The results indicate that the teachers’ attitude towards code-switching was more positive than their students,and the difference was significant. It is also found that the teachers code-switched more frequently than the students though the difference was not significant.The results disclose that the students’ code-switching practice increased as their class year increased. Regarding the dominant pattern of code-switching, first year students employed intra-sentential while both second year and third year students practiced inter-sentential pattern of code-switching. The teachers of all class years, too, frequented inter-sentential pattern of code-switching more dominantly. Besides, the obtained results show that students of all class years and their teachers used code-switching for curriculum access purposes dominantly. The results also disclose that there existed a statistically significant relationship between students’ demographic factors such as class year, mother tongue, type of school, parents’ educational status, Amharic language speaking skill, and attitude towards code-switching and their code-switching practice. Furthermore, a statistically significant relationship was found between teachers’ code-switching and their demographic factors like educational status, teaching experience, multilingualism, training on code-switching, and attitude towards code-switching. Based on the findings, it is concluded that the students’ and teachers’ code-switching usage was excessive.An excessive usage is abhorrent in multilingual classes where there are students who know little or no Amharic. Therefore, though a cautious and judicious use of code-switching has a lot of advantages, an over use of it diminishes students’ practice and exposure to the foreign language.This leads both students and teachers to be less competent in English language. In light of the findings of the study and the conclusions reached, recommendations to EFL students, EFL teachers, language policy planners, universities, the Ministry of Education, and researchers are madeItem 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 ZenayeThe 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 AgendaItem 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.Item 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,Item 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.Item 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. IndulgenItem 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 mediaItem 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 TerrefeThe 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.