Audiences Reception of the Anti-Corruption Television Spots
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Date
2009-10
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Addis Ababa University
Abstract
Corruption has been one of the major factors affecting the social, moral, political and mainly economical aspects of developing countries including Ethiopia. In order to avoid the harm being caused by this practice, creating an aware society can be taken as a first step. For achieving this purpose TV spots are being produced by the Federal Ethics and Anti Corruption Commission. And it is important to know how meaning is been made and what the audiences reception towards these TV spots is.
As central to this study, how audiences make meaning out of the TV spots and the factors contributing for reception process are dealt. For refereeing as frame works, facts about corruption are presented to provide a compiled contextual picture of the case both in international and national level. Comparative with other audience- message – media theories the active audience theory, which emphases on the audiences involvement in reception process, is used as a theoretical frame of the study.
Qualitative research method, which is believed to be appropriate for audience reception studies, is used as a methodology. Textual analysis, focus group discussions and in-depth interview are deployed to undertake the study. Sampling of the TV spots to be textually analyzed is performed based on the time intervals in which the TV spots are broadcasted. And samples for comprising respondents were formed standing from the TV spots content and from the encoder‟s information.
The results of this study revealed that the previous attitude and understanding corruption plays a major in the meaning making process. Their lived experiences also highly contribute in shaping the respondents attitude towards the TV spots and the message they contained. In addition to this, the TV spots corruption type coverage, message features, language clarity and characters selection contribute a lot in meaning formation.
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Anti-Corruption