Analysis of The Nature of Agricultural Issues Covered on EBC: The Case of „Kuula –Baadiyya‟ Afan Oromo Radio Program
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Date
2025-06-23
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Addis Ababa University
Abstract
This study aimed at analyzing the nature of agricultural issues covered on "Kuula Baadiyya" Afan Oromo radio program, broadcasted by the Ethiopian Broadcasting Corporation (EBC). Recognizing the critical role of agriculture in Ethiopia and the potential of the media to disseminate knowledge, it analyzes the content of the program, assesses its relevance to its audience, identifies production challenges, and recommends ways to improve. Using a mixed methods approach, the study combined quantitative data from questionnaires administered to 150 farmers in three districts of Oromia Region: Dalati, Sebeta Hawas and Elu. Qualitative data included in-depth interviews with four key EBC staff members: producer, editor, editor-in-chief and managing editor, and content analysis of 26 selected “Kuula Baadiyya” programs aired from July to December 2024. Findings reveal a mixed picture. While a majority of farmers regularly listen to the radio, statistics show that the program's agricultural information is a significant part of its efforts, highlighting the importance of greater diversity and depth of content. The content analysis confirmed the focus on agricultural development and farmer support (new technologies, prices, practices), but pointed out potential imbalances in regional coverage. The qualitative information program has demonstrated its commitment to improving farmers‟ livelihoods, but the study found production challenges such as limited; human resources, financial constraints, logistical problems, and security concerns hindered accessibility and relevance. The pre-recorded format and potentially poor distribution schedules were also identified as limitations. The study recommends a bottom-up, participatory communication approach to involve farmers in content creation. Moreover, a detailed content diversity analysis is needed to ensure relevance to the specific agricultural needs of the Oromia region. To increase radio listener engagement, it is recommended to shift to flexible programming formats such as drama, music, and call-in shows, as well as live broadcasts
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Agriculture