An Analysis of Audience Reception: the Case of Voice of Addis Chamber

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Addis Ababa University


The private sector in the economic and political capital of Ethiopia, Addis Ababa, aims to assert itself as a real power in shaping the face of the national economy. And the association which the private businesses established some six decades ago, Addis Ababa Chamber of Commerce stands to empower the people behind this sector and build a vibrant business community with the reach of its FM radio progaramme – the Voice of Addis Chamber. “An Analysis of Audience Reception: the Case of the Voice of Addis Chamber” seeks to describe how the programme contents are interpreted by the target audiences and the level to which they are relevant to the needs of the target audiences. The study has analysed the programme contents over a six month period; the relevance of the programmes, the factors that are at play when audiences make sense of the programme contents and the language use were examined through focus group and in-depth individual interviews. The findings indicate that level of educational background was the factor to influence how audiences made sense of the programme contents while age came to be a dividing factor regarding language use. The findings show that the radio programme is way far from being the prime source of business news and information for the businessmen and women who it has long targeted hinting at the need for a serious consideration of a scrupulous restructuring in the way the radio programme operates.



Audience Reception