Audience Reception Analysis on “jihadawi harakat” documentary film Among Addis Ababa Communities
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Date
2013-06
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Addis Ababa University
Abstract
Ethiopia Television (ETV) aired a ‘documentary’ entitled “Jihadawi Harakat” on February 5,
2013. The documentary film presented Muslims who allegedly tried to establish an Islamic
government in Ethiopia. The documentary film also made reference to rising religious
fundamentalism in the country. This study was conducted to find out how the audience was
received the message of the documentary film.
Data was collected through qualitative content analysis, focus group discussion and individual
in-depth interviews.
The finding indicates that majority of the discussants perceived the meaning of the title of the
documentary film as the theme of the documentary film (Islamic group movement to establish
Islamic government). The audience believes that the documentary film is less credible and
subjects in the documentary film do not represent the overall Muslim society. The audience also
found the theme irrelevant to the socio-religious context of the country. The finding shows that
audiences interpret the representation of subjects in the documentary film as terrorists and
fundamentalists who threats peace and development in the country. The study also reveals that
the documentary film affected the social and religious stability in the country in many ways.
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Keywords
documentary film Among Addis Ababa Communities