A Reception Study on Akababi-Ena-Lemat Environmental Radio Program: The Perspective of Agricultural College Students
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Date
2008-06
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Addis Ababa University
Abstract
Environmental degradation - resulting mainly from the public’s low-level of awareness
and usually manifested in the form of recurrent droughts - has become the major
challenge to development endeavors poor countries like Ethiopia. Media outlets, in
particular the radio, are crucial instruments in raising awareness of environmental issues.
The purpose of this qualitative reception study on Akababi enna Lemat Environmental
Radio Program was to look into the reaction of the students of Ardayeta Agricultural
College on the messages of the program. It also intends to examine the effectiveness of
the program.
To achieve this purpose focus group discussions and in-depth interviews as well as
preliminary qualitative content analysis were used as tools of data collection. The
sampling technique used was mainly purposive. Four focus group sessions and in- depth
interviews were conducted with thirty-four students and two journalists. Efforts are made
to present the analysis thematically.
Results revealed that regular, occasional and non-listeners consider Akababi enna Lemat
to be a useful program that appeals to agricultural college students and farmers. Most
respondents preferred to listen to the voices of laymen at grassroots rather than the case
in Akababi enna Lemat radio program where experts, officials and journalists dominate.
Respondents also expressed discomfort when listening to journalists and experts using
newly coined Amharic terms and inserting English words.
The transmission time of Akababi enna Lemat is inconvenient to the students while in
college; but suitable to farmers and to these students after graduation. But all research
participants have expressed concern over the limited geographical coverage of FM 97.1
channel that impedes the broader rural population from attending Akababi enna Lemat.
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Environmental Radio Program