An Investigation on the Effectiveness of Igad’s Communication Messages in Mediating the South Sudan Conflict Parties
| dc.contributor.advisor | Beyene, Zenebe (PhD) | |
| dc.contributor.author | Aynekullu, Biruh | |
| dc.date.accessioned | 2018-06-27T08:12:30Z | |
| dc.date.accessioned | 2023-11-08T13:42:24Z | |
| dc.date.available | 2018-06-27T08:12:30Z | |
| dc.date.available | 2023-11-08T13:42:24Z | |
| dc.date.issued | 2016-07 | |
| dc.description.abstract | The study investigates the effectiveness of the communication messages imparted by IGAD to impact the conflict parties’ behaviour during the mediation process of the South Sudan conflict that broke out on December 15, 2013. Since, the mediation process has ended on August 17, 2015 and transformed to the implementation phase, the study culled the messages IGAD conveyed within the last six months of the mediation process, March, 1, 2015 – August, 30, 2015, in its press releases, newsletters and brochure to be analyzed. The study used social cognitive theory and elaboration likelihood model as the principal frames to investigate how the regional institution designed its messages to have influence on the behaviour of the conflict parties. Employing qualitative content analysis, the study examined what types of communication messages the regional institution imparted and the nature of the persuasive techniques IGAD’s communication used to enhance its messages effectiveness. The analysis found out that in its different types of messages IGAD described somewhat the desired behaviours and provide encouragement and encomium to the attuned behaviours of the conflict parties in the mediation process adequately and repetitively to motivate and enhance the self-efficacy of the conflict parties. Moreover, the study revealed that IGAD used attractive messages that acclaim its efficiency and proficiency as an institution to enhance its credibility and trustworthiness to engross the conflict parties’ in consuming its themes. The study also disclosed that the communication messages IGAD conveyed were inadequate in providing information about the situation of the conflict and the challenges the mediation process encountered from the conflict parties. Since, informing the conflict parties about the risk and benefits of their behaviour would make them exert an effort to change their behaviour. Moreover, it is argued principally in this study that the effectiveness of the communication messages in expediting the mediation is limited by the inadequacy and feebleness of the messages contents. Finally, the study makes some suggestions what the communication messages should subsume in their design to have a cogent impact on conflict parties’ behaviour to expedite IGAD’s mediation processes. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/3995 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Communication Messages in Mediating the South Sudan Conflict Parties | en_US |
| dc.title | An Investigation on the Effectiveness of Igad’s Communication Messages in Mediating the South Sudan Conflict Parties | en_US |
| dc.type | Thesis | en_US |