Audience perceptions of OBN news shows Afan Oromo television in Oromia region: The case of Burayu and Holeta Cities.
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Date
2024-11-10
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Addis Ababa University
Abstract
Media theory has shifted focus to how audiences create meaning, emphasizing the importance of audience
interpretation of media texts. This study aimed to explore how viewers in Buray and Holte perceive OBN
television’s Afan Oromo news shows. The researcher employed a mixed-methods approach, beginning with
quantitative data collection through a survey of 362 respondents, followed by qualitative data from open ended
questions and in-depth interviews. The quantitative data were analyzed using SPSS Version 23, while
qualitative insights were gathered from purposefully selected participants. Findings indicated challenges in
accessing Afan Oromo news on social media and highlighted a lack of accurate information in the
broadcasts. The analysis revealed that OBN news primarily promotes government success, lacking diversity
and failing to represent marginalized voices. This pointed to a positive bias towards the government and a
deficiency in addressing social issues. Additionally, OBN’s reliance on audience input showed a significant
gap in understanding audience satisfaction. The researcher recommends that OBN conduct regular audience
research to better engage with the public and remain competitive in the media landscape.
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Keywords
Audience Perception, OBN Television, Afan Oromo News, News Shows Reporting, Media Bias.