Local Media Access and use by the Rastafarian Community in Shashemene
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Date
2011-06
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Addis Ababa University
Abstract
The aim of this study was to find out evidences about local media access and
use by the Rastafarian community in Shashemene. It sought to explore and
analyze the socia-cultural context of their life in Shashemene through their local
media use. The study used both qualitative and quantitative approaches and
employed in-depth interview and self-cnmpletion questionnaire for gathering
data from the community membel"s. With this, the study attempted to examine
different scholarly observations based on three dimensions: 1) Media access
and transplanted people, 2) The audience analysis tradition with focus on
culturalist view, 3) The historical background of the Rastafarian community in
Shashemene. The combination of these three dimensions helps to shed light on
this particular group. Hence, the findings Fom the study indicated that the
community members had enough media technology devices/ services which can
enable them local media outlets. Due to backward attitudes, local language
deficiency, lade of psychological proximity and coverage by the local media; non
media sources mmained th.e main source of local information for the community.
Local media were sources of need gratification to cultivate children to Ethiopian
wa!J of life, to leam local language and to tackle unfamiliarity by the community.
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Keywords
Local Media Access