Audience Reception of‘Shai Buna’ Talk Show
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Date
2007-07
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Addis Ababa University
Abstract
The talk shows as a media genre emerged in the western media around the 1960s. But in
Ethiopia, this genre has been on air since 1999. There are now four talk shows aired on the
national television, ETV, and their number is increasing. Since the talk show is a new genre
introduced to Ethiopian audiences it is essential to know what the genre is accomplishing in
the society and what the audiences’ reception is.
This study is conducted to find out how audiences of ‘Shai Buna’ talk show understand the talk
show and the factors that account for their reception. Active audience theory was used as a
framework to conduct the research. Audiences do not simply accept a message. They have the
ability to accept or oppose a message.
Qualitative research methods, specifically focus group interview and individual in-depth
interview were used to undertake this study The sample was categorized into: occupation, gender
and age.
Generally, most of the respondents agreed that the show is about Ethiopian problems and their
solutions. Respondents regardless of their differences seemed to understand the talk show
similarly.
The results of the study revealed that live contexts play a major role in interpreting messages.
Respondents make meaning depending on what is relevant to their daily life. Occupation, gender
and age are among the factors which shape interpretations.
However, there can be a complete understanding of the intended message by some respondents
depending on the similarity of opinions that both the producer and receiver of the message have
on specific points of discussion.
Though it can not be generalized, one factor alone can contribute to help in meaning making as it
was found out with respondents with one similar factor in their lived context the other factor that
is not the same among them can be a factor for differences of meaning.
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Reception of‘ Shai Buna’