Agaredech JemanehZelalem Kassahun Bizuneh2026-01-132026-01-132024https://etd.aau.edu.et/handle/123456789/7601This study investigates the interplay between media performance, political communication, and the promotion of human rights in Ethiopia, with a specific focus on the Ethiopian Broadcasting Corporation (EBC). The primary objective is to assess how effectively the media serves as a platform for human rights advocacy and political accountability in a complex and often restrictive political environment. A mixed-methods approach was employed, combining content analysis of selected EBC news broadcasts with survey data collected from journalists at EBC and university students as well as one-to-one conversations with audiences. The content analysis focused on media framing, thematic representation, brief analysis of constitution, and visual symbolism related to human rights, while the survey explored perceptions of media freedom, political expression, and media credibility. Findings reveal that EBC's coverage of human rights is limited and often shaped by government agendas, with journalists facing editorial restrictions and legal uncertainty. Students and journalists alike perceive the media as biased, cautious, and ineffective in holding power accountable. Additionally, the Ethiopian ―political‖ landscape is seen as confusing and inconsistent to human rights, further weakening the media's ability to contribute meaningfully to civic awareness and human rights discourse. The implications of this study are multifaceted. Practically, it highlights the urgent need to strengthen the editorial independence of public media institutions. Policy-wise, it suggests reforms to enhance legal protections for journalists and ensure institutional accountability. Theoretically, the study contributes to media performance theory by situating it within the context of authoritarian states where state media and political structures are deeply intertwined. The study recommends further research into the role of private and digital media in Ethiopia‘s human rights landscape, comparative studies across regions, and longitudinal analysis to track changes in media performance. Strengthening philosophy and civic education, promoting human rights journalism, and fostering institutional transparency are essential steps toward realizing the media‘s potential in safeguarding democratic principles and human rights.en-USMedia PracticeEBCThesis