An Investigation of the Level of Audience Credibility and Hostility Towards Selected Ethiopian Commercial, Regional and National Television Channels

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Addis Ababa University


Credibility and hostility are linked than previous literature has generally recognized and some studies were able to find the inter-connection between the two. This study explicated the credibility and presence of hostile media phenomenon in the Ethiopian commercial, regional and national television channels. Thus, the study applied an explanatory sequential design. Surveys and semi-structured interview were employed to gather the quantitative and qualitative data respectively. SPSS version 26 data analysis software was applied to analyze the data quantitatively, whereas the Classical Glaserian Grounded Theory (CGGT) approach was applied to analyze the qualitative data and develop a conceptual theory. The Amhara and Oromia regional states and Addis Ababa city were purposively selected for this study. The selection of these two regional states and the capital city emanated from their influence in the Ethiopian politics in the past and present, their substantial population and some evidence of ongoing attempts at mobilization. Purposively, 600 respondents from all the two regional and federal cities were selected. The snowball and convenience sampling were applied to select respondents. Through the sampling technique 19 respondents were selected for the semi-structured interview. The study purposively included all the private, federal and regional governments’ television channels found in the study areas; Fana television (FBC), Walta television (WT), Ethiopian television (ETV/EBC), Addis Television, Oromia Broadcast Network (OBN), Amhara Television (AMC). Even though the quantitative data showed that the Ethiopian commercial and national television channels are credible and less hostile than the regional states television channels but, the qualitative data indicated that three of them are not credible. Also, both the quantitative and qualitative data displayed that the Ethiopian regional television channels contribution to the hostile media phenomenon is more than the national and commercial television channels. Recommendations were given, so that every responsible body could take a step forward in solving the limitations with the Ethiopian media organizations, journalists and citizens.



Credibility and hostility,Television channels