Simon, Gebre-Medhin (PhD)Mamo, Haile-Giorgis2018-06-282023-11-082018-06-282023-11-082008-07http://etd.aau.edu.et/handle/123456789/4622This research study examines how women and gender roles are portrayed in the popular serial drama Yeken Kiginit by looking at how the manifested cultural attitudes of men in the drama highlight the existing social gender inequality in contemporary Ethiopia. The study also suggests the implications gender portrayal in popular media might have in addressing gender disparities and discrimination. In order to have a clear understanding of this issue, the researcher focused on how the characters in the drama were developed in terms of their personalities and beliefs, as they probably are the major transmitters of the intended message to the audience through their dialogue. Qualitative research method is employed to analyze some of the main messages of the serial drama. Ten episodes were selected for in-depth analysis in order to ensure diversity in content and message. The qualitative content analysis was combined with qualitative interviews in order to get more knowledge about the production processes and the intended messages of the serial drama. Two journalists transcribed the interviews which were conducted by the researcher with the Country Representative of PMC, the Amharic Serial Drama Coordinator, and the serial script writer. The results of the study reveal that women may be victims of male chauvinists due to cultural prejudices created by the society. Yeken Kiginit radio serial drama has depicted the real problems of women in Ethiopia by exposing how they are disadvantaged in many aspects of life; especially in access to and control of resources, in participation in decision making at all levels including at the household level. The serial focuses on unequal gender relations and how this is problematic in relation to women’s role in the development of the nation. The analysis reveals the potential radio entertainment possesses in terms of education with the possibility of bringing social change: Education does not have to be boring – and entertainment can be educational. It concludes that Yeken Kiginit largely succeeded in exposing the real problems of women in Ethiopia by illustrating with familiar examples how many women are disadvantaged in many aspects of life.engender inequality in EthiopiaThesis