Ethnically Skewed Media: Representation and Stereotyping the Audience in the Case of ASRAT Television
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Date
202-06
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Publisher
AAU
Abstract
The purpose of this study was to investigate the representation and stereotyping of
audience in ethnically skewed media with a special focus on ASRAT Television. The study
assessed the influence ASRAT Television has on its audience. The researcher employed
qualitative methodology to get detail views and used purposive sampling technique to
select key informants who watch ASRAT Television. For the conceptual and theoretical
frameworks, Agenda Setting Theory and Magic Bullet/ Hypodermic Needle Theory were
reviewed respectively. The findings of the study revealed that ASRAT Television
misrepresents and stereotypes its audience that their perception about ethnicity was
found to be distorted. The television played a paramount role in the audiences’
perception that the Amhara ethnic group is faced with existential threat from other ethnic
groups in general from the Oromo ethnic group in particular. Also. It was discovered
that ASRAT Television portrays the Federal government possible threats to the Amhara
people in that it is secretly interfering and destabilizing the Amhara region. Based on the
findings, it was recommended that ASRAT Television avoids misrepresenting its audience
that exposes them holding distorted beliefs about their ethnicity. It was also
recommended that ASRAT Television works for a peaceful coexistence of the Amhara and
Oromo ethnic groups. Last but not least, a recommendation was made that ASRAT
Television should avoid sensationalizing ethnic issues, inappropriate characterizations,
antagonistic rhetoric and the use of loaded language in its news stories and other
productions.
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Keywords
sampling technique to select key informants who watch ASRAT Television