“Qeexaala” as Cultural Communication: The case of Sidaama People
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Date
2016-06
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Addis Ababa University
Abstract
The purpose of this study was to analyze Qeexaala fromcultural communication point of view. To
conduct the study, qualitative method was used.The data was gathered through individual indepth
interviews, focus group discussion and ground observation. In-depth interviews were
conducted with a total of 23 individuals (four clan leaders, two traditional astronomers, three
governmental officials, two experts of culture, six elite groups, two evangelists and the rest
elders). Focus group discussions were held with four groups having six members each (the age
of participants ranged from 50-90).For the purpose of gathering accurate and full information
about the subject matter, the respondents were selected through purposive sampling method. The
data was analyzed qualitatively. The study found out that Qeexaala is currently on the verge of
disappearing due to various setbacks. Some of these setbacks are expansion of religion,
especially protestant religion and the changing life style of the people. To this effect the cultural
asset of the Sidaama people, especially Qeexaala, seems to be giving its way to the exogenous
media has. The study also found out that Qeexaala had a great communicative value in that it
served as a channel of communication for the people by way of delivering various messages
through dance, song, cultural costumes and accessories at Gudumale, Songoand market places
on which the Qeexaala is usually performed. It was also learnt that Qeexaala was used by the
people to express criticism on certain issues, such as politics, economy, culture and religion, and
that it serves the people as a forum of opposing and criticizing the ill deeds of governments from
the past to the present. Moreover, the study found that Qeexaala is a display of culture, life style,
cultural administrative practices and traditional religion. Consequently, it can be regarded as a
cultural communication medium.The study found that Qeexaala has been the long-lived cultural
asset that plays a great role in the communication system of Sidaamapeople. However, this
valuable communicational asset is on the verge of extinction, except that it is performedonce a
year during‘Fichee-Chambalala- a new year celebration of the Sidaama people.’ The study
called upon responsible bodies to notice the role of Qeexaala and the threat it has faced, and act
in the way they rescue it from disappearance.
Key words:
Qeexaala, Communication, Feedback, Culture, Indigenous channel, Tensions on Qeexaala.
Gudumale and Songo.
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Keywords
Qeexaala, Communication, Feedback, Culture, Indigenous channel