Tveiten, Oddgier (Professor)Simon, Gebremedhin (PhD)Kebede, Solomon2018-07-032023-11-082018-07-032023-11-082008-06http://etd.aau.edu.et/handle/123456789/5704Environmental degradation - resulting mainly from the public’s low-level of awareness and usually manifested in the form of recurrent droughts - has become the major challenge to development endeavors poor countries like Ethiopia. Media outlets, in particular the radio, are crucial instruments in raising awareness of environmental issues. The purpose of this qualitative reception study on Akababi enna Lemat Environmental Radio Program was to look into the reaction of the students of Ardayeta Agricultural College on the messages of the program. It also intends to examine the effectiveness of the program. To achieve this purpose focus group discussions and in-depth interviews as well as preliminary qualitative content analysis were used as tools of data collection. The sampling technique used was mainly purposive. Four focus group sessions and in- depth interviews were conducted with thirty-four students and two journalists. Efforts are made to present the analysis thematically. Results revealed that regular, occasional and non-listeners consider Akababi enna Lemat to be a useful program that appeals to agricultural college students and farmers. Most respondents preferred to listen to the voices of laymen at grassroots rather than the case in Akababi enna Lemat radio program where experts, officials and journalists dominate. Respondents also expressed discomfort when listening to journalists and experts using newly coined Amharic terms and inserting English words. The transmission time of Akababi enna Lemat is inconvenient to the students while in college; but suitable to farmers and to these students after graduation. But all research participants have expressed concern over the limited geographical coverage of FM 97.1 channel that impedes the broader rural population from attending Akababi enna Lemat.enEnvironmental Radio ProgramThesis