Audience Reception Analysis of ' Yenegat Wog' Radio Program
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Date
2017-06
Authors
Geremew, Eden
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
Gender inequality, child sexual and physical abuses have high prevalence in Ethiopia. A country
that has achieved gender eq uality attains high economic growth. Ethiopian women are highly
abused by their intimate partners. What is more, children are also under abuse by immediate
fami ly members. For years, female activists and other international organizations tried to address
gender equality however, the problem requires the engagement of men. Men should feel and be
part of empowering their spouses, daughters and female siblings. In order to achieve this media
can perform as a platform for advocating male engagement and fighting gender stereotypes.
'Yenegat Wag' is exclusively produced for men audiences between the age of eleven and
seventy. Audience reception analysis of ' Yenegat Wag' radio program aims to explore how
audiences of the radio program make meaning and interpret the message of the radio program.
To generate the appropriate data, qualitative research method was utili zed. The data gathering
instruments were qualitative content analysis, focus group discussion and individual in-depth
interviews. The sample from the focus group interviews and the individual in-depth interviews
were categorized based on age and social relations; father, son or brother. The study has
anal yzed the program content of programs produced over eight months period, to further assist
with the lindings Crom the foclIs group di scussions and the in-depth interview.
Active audience theories; encoding and decoding and audi ence reception analysis are used to
categorize the audiences' feedback. Generally, all of the participants think that the program is
about family and believe it educates about open communication and family intimacy. However,
audiences ' reception polarizes depending on their age. Older participants with more social roles
better understood the program while young listeners think that the program is more for peo ple
who are married and it has nothing to interest them. More over the study has elicited that;
Audiences negotiate and oppose the intended meaning depending on their age, frequency of
listenership, content preference, social roles, past experiences, environmental observation, bad
norms and personal dreams. Hence based on the findings we can conclude that audiences lived
contexts playa great role in interpreting media message and the radio program should consider
narrowing dawn and specifying the age of its target audience to meet its goal.
Description
Keywords
Yenegat Wog' Radio, Program Analysis