Assessing Print Media Coverage in Enhancing Gender Equality: The Case of Addis Zemen Amharic Daily Newspaper
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Date
2018-06
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Addis Ababa University
Abstract
The purpose of this study was to assess the Print Media's Coverage of gender issues and the role
it played in Enhancing Gender Equality with especial focus on Addis Zemen Amharic Daily
Newspaper. Qualitative methodological approach has been employed in order to address the
research questions posed like contents of Addis Zemen daily newspaper were taken in selection
for analysis with a time frame (From February 8,2017 up to February 7,2018) and supplemented
by interview and Focused Group Discussion with two groups. Based on the data gathered, the
study revealed Addis Zemen daily newspaper is not in a position to create public awareness and
enhance gender equality. The newspaper which is administered under Ethiopian Press Agency
follows traditional and male controlled administration system where females are not allowed to
occupy the decision making position and decide on what story they want to create on the
newspaper. Media's coverage of women issues with the high politicized manner, presenting the
success of business women, mostly in relation to government's Small Scale Entrepreneurship
policy, the media's focusing on covering of events which are organized by governmental
institutions and lack of an investigative element in the news and feature stories of the newspaper
reveal that Addis Zemen has poor performance in enhancing gender equality through continuous
advocacy agenda. The inconsistent coverage of women and gender issues throughout the year
reflects that the media is on the back raw in terms of the role it played in serving as a center of
social learning and the building of healthy gender attitudes within the society. Finally,
recommendations are given based on the research findings.
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Assessing Print Media Coverage