Audience Reception Analysis of “BETEGNA” Radio Program: The case of Amhara Mass Media Agency
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Date
2011-05
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Addis Ababa University
Abstract
The HIV/AIDS epidemic has affected millions of people all over the world. In
most countries, the HIV epidemic is related to behaviors that expose individuals
to the virus. And the media plays pivotal role in disseminating information and
creating awareness about HIV/AIDS and other health related issues. One of the
programs is 'Betegna' which works on the fight against HIV/AIDS and other
health and social related issues. Audience Reception Analysis of 'Betegna' Radio
Program: The case of Amhara Mass Media Agency seeks to describe how the
program contents or messages are interpreted by the target audience and how
relevant they are to the audiences.
The study analyzed the access and use of media to determine audience's tuning
habit, the relevance of the program to the audience, the language use, and
interpretation or understanding of program contents were examined through
focus group discussions, in-depth interviews, and letters sent to the program
producers. Four FGD which involved 25 participants were formed and the
groups were arranged based on age. Most participants of the FGD used to be
part of a listening group arranged by the program producers. In addition, three
in-depth individual interviews were conducted with three program producers.
The finding indicates that the time of transmission is a factor for less regularity
of audiences. Audiences, also, believe that the duration of the program is too
short. The other factor the study revealed is that low level of education affects
the understanding of language. Those who are uneducated and whose level of
education is less than high schools have faced difficulties of understanding the
message of the radio program.
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Radio Program