Simon, Gebremedhin (PhD)Nega, Tereza2018-07-032023-11-082018-07-032023-11-082007-07http://etd.aau.edu.et/handle/123456789/5840A qualitative research method was used, as qualitative approaches are most often associated with reception analysis, which is the focus of the study. The study used a three stage qualitative approach, which include qualitative content analysis to make a comparative analysis of the content data with the audience data, focus group discussions followed by individual-in-depth interviews. The former to gather data through the groups’ interaction and the latter to enrich the data and give it a ‘human face’. The sampling procedure was mainly purposive. The gathered data finally were thematically analysed. In addition, though the study is not bound to specific theories attention was given to theoretical and epistemological issues entailed in reception research during analysis. In general, the study elicited important insights in the understanding of the consumption of Kalkidan by female readers. It indicates that social factors such as age, education level and marital status affect the interpretation and consumption of the magazine by the women. The findings also reflect both the active and passive audience theories, basically related to the education factor. Some concepts of Hall’s encoding/decoding model are also observed in the findings. The overall views of the women on the magazine in line with their level of satisfaction on the magazine are also included. Accordingly the study reflects what the magazine lacks to meet the lived contexts of the women. The study shows that factors such as age, education and marital status affect the interpretation and use of the magazine by the women. Moreover, the findings reflect that both the active and the passive audience theories are basically related to the education factor. The study also highlighted that educated audiences are generally unsatisfied with the provisions of the magazine as they felt that it has lacked pertinence to their real lives.enFemale MagazineThesis