Reception Study of Female Magazine Readers: Kalkidan Magazine Readers in Focus
No Thumbnail Available
Date
2007-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
A qualitative research method was used, as qualitative approaches are most
often associated with reception analysis, which is the focus of the study. The
study used a three stage qualitative approach, which include qualitative content
analysis to make a comparative analysis of the content data with the audience
data, focus group discussions followed by individual-in-depth interviews. The
former to gather data through the groups’ interaction and the latter to enrich the
data and give it a ‘human face’. The sampling procedure was mainly purposive.
The gathered data finally were thematically analysed. In addition, though the
study is not bound to specific theories attention was given to theoretical and
epistemological issues entailed in reception research during analysis.
In general, the study elicited important insights in the understanding of the
consumption of Kalkidan by female readers. It indicates that social factors such
as age, education level and marital status affect the interpretation and
consumption of the magazine by the women. The findings also reflect both the
active and passive audience theories, basically related to the education factor.
Some concepts of Hall’s encoding/decoding model are also observed in the
findings. The overall views of the women on the magazine in line with their level
of satisfaction on the magazine are also included. Accordingly the study reflects
what the magazine lacks to meet the lived contexts of the women.
The study shows that factors such as age, education and marital status affect
the interpretation and use of the magazine by the women. Moreover, the
findings reflect that both the active and the passive audience theories are
basically related to the education factor. The study also highlighted that
educated audiences are generally unsatisfied with the provisions of the magazine
as they felt that it has lacked pertinence to their real lives.
Description
Keywords
Female Magazine