Audience Reception of EBC 'Chilot' Program

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Addis Ababa University


This study is conducted to find out how audiences of 'Chilot ' make meanings from messages of the program, to find out if there are variations in interpretations of messages and factors that account for variations in meaning making of audiences and how this relates to the program's reception. The study also explored how external factors like social context, age and personal contact are present in the processes of meaning making of the messages of 'Chilot' program. Audience reception theolY and communication model of encoding/decoding is used as a theoretical framework to conduct the research. Qualitative research methods, specifically focus group and individual in-depthinterview were used to undertake this study. Qualitative content analysis of selected program items was conducted. Focus groups were organized in line with the salience of cultural features like religion gender age and educational background. Generally, respondents regardless of their differences are found to understand the message similarly. Audiences, regardless of their level of education, are found to be active and powerful in the meaning making process and in reshaping the content of media messages. Audiences did not simply accept messages. They seemed to have the ability to inter prate messages and accept, modify or reject them altogether.



EBC 'Chilot Program