Content Analysis and Audiences Opinions on EBC “Wulo Adar” TV Program in Promoting Ethiopian Culture.
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Date
2024-04
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Addis Ababa University
Abstract
This study attempts to analyze TV programs produced and broadcasted by EBC focusing on Wullo Adar entertainment TV program in promoting Ethiopian Culture with an objective to explore the focus areas of the "Wulo Adar" TV program content, evaluate viewers' opinions regarding the program's quality and value perception on promoting Ethiopian culture, identify challenges faced by the program and explore opportunities in achieving its objectives of promoting Ethiopian culture. The study used convergent mixed design using both quantitative and qualitative content analysis methods. One year broadcasted programs of Wulo Adar, Questioners, and interview were instruments used to collect the data. Findings from the broadcasted programs revealed that ethnic representation primarily focuses on Benishangul Gumuz and Sothern Nations Nationalities and Peoples groups, with some groups receiving lower and no representation at all. The program's narrative themes predominantly revolve around social topics. Social context and relevance are maintained through a mix of cultural awareness and social dialogue elements. Community involvement relying on inputs from community members and journalists, less emphasis is placed on cultural institutions and experts. The finding from audiences shows majority of respondents are male, aged 21-30, married, with a Bachelor's degree, and self-employed. Most watch the program several times a week through online platforms. Ratings indicate mixed perceptions on program quality, with higher entertainment and educational value. Visual/aesthetic settings are favored. A notable portion engages in discussions about the program. The program is considered important for preserving and understanding culture, though attitudes toward other cultures and acceptance of diversity vary. The interview focused on challenges and opportunities for the Wulo Adar TV program in promoting Ethiopian indigenous culture. Challenges were categorized into pre-production, production, and post-production phases. Pre-production challenges included budget constraints, lack of attention from management, and security issues. Production challenges involved location selection, technical execution, and lack of crew diversity. Post-production challenges encompassed decision-making in editing and distribution issues. Opportunities identified included audience engagement, competition, multimedia platforms, increased accessibility, and easy feedback collection. The finding implies that there is a need for more balanced inclusion of ethnic representation and to address the identified challenges while leveraging the highlighted opportunities to enhance the Wulo Adar TV program's effectiveness in promoting Ethiopian indigenous culture, fostering social dialogue, and engaging diverse audiences in meaningful ways.
Key words; Culture, Ethiopian culture, media content, impact
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Keywords
Culture, Ethiopian culture, media content