Study on Audience Reception of Afan Oromo Radio Program „Kula Badiya‟: The Case of Some Farmers‟ Cooperative Union In Oromia Region

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This study was undertaken to evaluate the audience reception of „kulabadiya‟Afan oromo, a weekly program aired by Radio Ethiopia, effectiveness by farmers in cooperative union with particular emphasis on agricultural duties. The study was guided by three basic research questions and, the Reception and use and gratification theories as a theoretical framework. The study used descriptive, mixed method by combining quantitative and qualitative methods. The study areas were EBC, Charchaar Odaabultum and Burqa Galeyti, Haromya and Arfanqalloo and Ambo farmers‟ unions in Addis Ababa, West and East Hararghe and West Shoa respectively. The study sites were selected by purposive sampling technique. Quantitative data was collected from 250 purposely selected farmers‟ in cooperatives unions using survey questionnaires ,while qualitative data were gathered from three focus group discussions, six each, with 18 participants from board members and managers of farmers‟ unions and, five journalists, editor and manager of Afan Oromo division in Radio Ethiopia were interviewed to make the study more complete. SPSS version 20 was used for the quantitative data coding and analysis. Results of the findings of the study showed that, Radio was mentioned as the main sources of agriculture input and output information by the respondents. As the data indicated, the majority of the respondents have positive attitude towards the radio program. The time of the radio program broadcast was inconvenient to the majority of the respondents. The working condition in the rural area could not invite audiences to stay regularly at home to listen to the radio program when the program aired in the morning. Reflection on program length and coverage is additional factors affecting audience reception of the program. The majority of respondents agreed on the length of additional time. On the other hand, journalist‟s language use in the radio broadcast was a challenge to the majority of rural respondents to draw clear meaning out of the radio text. Respondents complained about journalists using newly coined Afan Oromo jargons and mixing English words when they speak. Most respondents preferred to listen to farmers‟ voices to journalists. They trust fellow farmers and could learn from their experiences even when they are from distant locations.



Audience reception of „kulabadiya‟Afan oromo