The Credibility of ESAT News as Perceived by Some Civil Servants in Addis Ababa
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Date
2021-06-01
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Addis Ababa University
Abstract
The purpose of this study was to understand how audiences perceived the credibility of ESAT
Amharic television news broadcast between March 2018 (when Prime Minster Abiy Ahmed look
over office) and the time of data collection for this study (April, 2022). Both qualita/ive and
quanitative approach employed. Out of 350 respondents, 1-40 were chosen for questioning and
10 were chosen for interviews by the convenience sample method from the federal urban job
creation and food security agency and the Addis Abeba Road and Transport Bureau. According
to the data analyzed in this study, 71% of respondents believed that the media reports
trustworthy news and 64% of respondents also believed the media have skilled competence.
ESAT news reliability was also investigated in terms of message, and sources; 54% of
respondents believed ESAT's messages and sources during the study period were sometimes
reliable. Similarly 39% of them responded the media was usually credible. According to the
findings, journalist source selection, media political stance, and coverage of sensitive issues are
all factors that influenced, message, and source credibility. According to the result of cross
tabulation of variables, religion did not appear to influence audience perceptions of ESAT news
believability. On the other hand, we can infer that the viewers' political affiliation, age,
educational status, and sex were the most important factors influencing their perception of the
credibility of ESAT news. As its slogan suggests, serving as the public'S eyes and ears and attract
more viewers the media should avoid using sources with undisclosed names and identities. News
reporting on ethnic or religious issues must be handled with caution; otherwise, it could have
negative implications and damage the media's credibility.
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Perceived by Some Civil Servants