The Credibility of ESAT News as Perceived by Some Civil Servants in Addis Ababa
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2022-04
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Addis Ababa University
Abstract
The purpose of this study was to understand how audiences perceived the credibility of ESAT Amharic television news broadcast between March 2018 (when Prime Minster Abiy Ahmed took over office) and the time of data collection for this study (April, 2022). Both qualitative and quantitative approach employed. Out of 350 respondents, 140 were chosen for questioning and 10 were chosen for interviews by the convenience sample method from the federal urban job creation and food security agency and the Addis Abeba Road and Transport Bureau. According to the data analyzed in this study, 71% of respondents believed that the media reports trustworthy news and 64% of respondents also believed the media have skilled competence. ESAT news reliability was also investigated in terms of message, and sources; 54% of respondents believed ESAT’s messages and sources during the study period were sometimes reliable. Similarly 39% of them responded the media was usually credible. According to the findings, journalist source selection, media political stance, and coverage of sensitive issues are all factors that influenced, message, and source credibility. According to the result of cross tabulation of variables, religion did not appear to influence audience perceptions of ESAT news believability. On the other hand, we can infer that the viewers' political affiliation, age, educational status, and sex were the most important factors influencing their perception of the credibility of ESAT news. As its slogan suggests, serving as the public's eyes and ears and attract more viewers the media should avoid using sources with undisclosed names and identities. News reporting on ethnic or religious issues must be handled with caution; otherwise, it could have negative implications and damage the media's credibility.
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The Credibility of ESAT News as Perceived by Some Civil Servants