A study of the Nature of Group Communication Among Awramba Community Members in Promoting Social Change
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Date
2012-06
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Addis Ababa University
Abstract
In the spectrum of social interaction, the nature of communication visibly impacts various spheres of people‘s lives. Therefore, the objective of this study was to examine the nature of the communication process in fostering socio-economic transformation in Awramba community. The paper addressed how the communication behavior and shared ideologies have influenced the status of the community‘s transformation and dynamics. It employed qualitative methodology and ethnographic approach. The data were gathered by employing interview, observation and Focus Group Discussion. The study revealed that the high frequency of communication among members was used as a means to maintain control and stability in the community. A central theme in the communication process was protecting the existing principles which were developed by the co-founder of the community and adopted to the members in a persuasive approach. This helped the community to sustain its indigenous value systems over time. There was greater conformity since the interaction was built on a sacredness relationship; and Pressure was imposed on individuals with divergent views. In the strict communal life of Awramba community, interest of the group prevails over some interests of individuals. Change agent interventions and development initiatives in the community have succeeded in enhancing the economic status better at a communal level; and the economic transformation is a direct result of the marginalization.
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group communication