Analyses of Audiences‟ perception to “Netsa-Hasab” TV talk show program: The case of Walta Media and Communication Corporate.
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Date
2022-05
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Addis Ababa University
Abstract
This study was conducted under the title of “Analysis of audiences‟ perception on „Netsa-Hasab‟ talk show program on Fre - hiwot School NO.2 teachers in Addis Ababa” „Netsa-Hasab‟ is a talk show that has an interview format. The study has implemented the „uses and gratification theory‟ to determine why audiences watch the show, the perception of the audience on the show and overall approaches of the program presentation.
In order to achieve the research objectives data was collected through focus group discussion and the sampling procedure was purposive. Four FGD that involved 24 participants were formed and the groups were arranged purposively. In addition, in-depth individual interview was conducted with the program producer. The gathered data finally were thematically analyzed.The finding of the research shows that Netsa-Hasab‟s hard way of presentation, evidence capacity, the questions and amazing performance of the host are attractive parts of the talk show. This implies that, the respondents regardless of their differences understand the talk show almost similarly.Majority of participants watch the show and like it. Others watch sometimes even they don‟t like the show. Far from the show there are other factors that affect audiences‟ satisfaction towards Netsa-Hasab talk show such as economic and civil unrest.
Due to TV is more reliable and formal, audiences have not yet accepted internet access (YouTube) as a regular means of attending such weekly talk show. Also uncountable choice of media platforms make the audiences bored easily than the previous time.The results of the study revealed that live contexts play a major role in interpreting messages. Respondents make meaning depending on its proximity to their daily life. Subject, gender, age, political ideologies and discussion with others are among the factors which shape interpretations of the message from the show. However, there can be a complete misunderstanding of the intended message by some respondents depending on that both the producer and receiver of the message have different political ideology.
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Analysis of audiences