udience receptions analysis of “dorgaa-dorgee” oromia radio entertainment program: the case of ghimbi distric

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Addis Ababa University


This research was aimed at exploring how audiences make sense of, interpret, relate to, and construct their own meanings out of the messages encoded by the producers of “DORGAA-DORGEE” Oromia Radio Entertainment Program. The study area was Ghimbi District, West Wollega Zone, Oromia Regional State. Two kebeles were selected based on convenience sampling technique. The study subjects were also recruited from their respective kebeles with the essence of purposive sampling. The study employed quantitative and qualitative techniques to collect the data. The results of the two data sets were triangulated to complement each other. The attempt made in the study could indicate essential insight in the investigation of audiences’ receptions of “DORGAA-DORGEE” entertainment radio program. As the data indicated, the majority of the respondents have positive attitude towards the radio program. The respondents were able to accept and react positively to the content elements more close, familiar and unthreatening to their life. As the study reflected, the respondents paid more attention to things they encounter within their life space. The majority of the respondents were able to relate the content elements of the radio program to their social reality. Audiences at some level of educational status and with some professional background tend to make sense of the program messages in line with the media intention. With this regard, the data results also indicated that the media producers focused at satisfying the interests of educated social groups in conducting the radio contest. The majority of rural respondents tend to display that the entertainment radio program centers more the interests of urban audiences. On the contrary, the producers displayed that the radio program is designed to entertain the entire radio listeners regardless of socio-demographic characteristics. With this regard, the data tend to confirm that there is perception gap between the media producers and the radio listeners. The popularity of issues treated in the radio program could encourage the reception of the radio program message. However, the respondents were selective in their listening to the program contents. The majority of Christian religion followers (protestant) tend to avoid listening to the music elements of the radio production mainly because of their religious ideologies. The study displayed that radio accessibility influences listening to the entertainment radio program. With this regard, the survey result indicated that the majority of rural respondents face more difficulty to get radio. On the other hand, language use in the radio broadcast is also a challenge for the majority of rural respondents to draw clear message out of the radio text. Besides, the radio broadcast time was not convenient for the majority of rural respondents mainly because of rural farm work conditions. Like wise, the qualitative result revealed that due to problems related to transmission clarity, the respondents face difficulty in receiving the radio program. The study revealed that the respondents decode the media message beyond its social meanings. I n addition to the intended social meanings encoded in the program, listeners attached political meanings to the program. The study also shows three decoding strategies: accepting, negotiating and opposing the encoded messages with varied degrees. The reception analysis seems to reveal that the producers’ field of experience, to a considerable extent, over laps with the audiences’ field of experience which could encourage the receptions of the intended media message. However, the study indicated there is no one-to-one relationship between the encoded message and audiences’ subjective interaction, so that the same content element of the radio program could produce varied meanings. As the study indicated, media meaning is reconstructed in the audiences through reception. Meaning of the program message, with this regard, is not the same even within audiences in the same social location and context. The reception study also tends to reflect that ‘’DORGAA –DORGEE’’ radio program is more of educational rather than entertainment.



oromia radio entertainment program: the case of ghimbi distric