Agaredech Jemaneh (PhD)Engida Melaku2024-06-272024-06-272024-05https://etd.aau.edu.et/handle/123456789/3264This Master's thesis investigates how journalists employed by the Ethiopian Broadcasting Corporation (EBC) navigate the complex relationship between social media activism and journalistic credibility within a restricted media landscape. Utilizing qualitative research methods, the study explores how EBC journalists leverage social media for self-expression while acknowledging the potential risks of compromising objectivity and damaging EBC's reputation. The findings illuminate the increasingly blurred lines between activism and journalism, raising concerns about media credibility. Experts propose a multifaceted approach to address this issue, encompassing the cultivation of strong ethical practices within EBC, the enhancement of media literacy among journalists, and the advocacy for press freedom. This thesis recommends revising existing social media guidelines, implementing targeted training programs, and pursuing press freedom initiatives. These strategies all emphasize collaborative efforts to ensure responsible social media engagement by journalists, ultimately safeguarding journalistic ethics and public trust in EBC. Key Words: Journalist activism, Media credibility, Ethiopian Broadcasting Corporation (EBC), Social media, Ethical standards.en-USJournalist activismMedia credibilityThesis