Audience Survey Conducted on â€œDewelâ€ Radio ... - FES Ethiopia

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Some of the criticisms focus on the methodologies employed such as the ‘structured’ interviews which prohibited the audience to freely interpret media messages and that people are considered as simply there to consume the media without having any individual needs. In addition to this, such researches were criticized for being ‘media centric’. Gauntlett (1998), argues that the reasons why the ‘effects’ study couldn’t come up with clear answer on media effects are, first, the approach gives much emphasis on media rather than the audience. In addition to this, while discussing audiences’ relationship to media; it focuses on individuals rather than the society. As a result, issues related to social problems are merely ignored. On ‘effects’ research, various arguments emerged on what the media do to the audience. For example, the ‘uses and gratification’ approach, studied why people use media. This approach is said to be dominant in ‘effect’ tradition. 2.3 Uses and gratification Previous research on early effects theory assumed audience members to be ‘passive’ and ‘reactive’ to the direct influence of media which could bring immediate and measurable changes in attitudes and behaviors (Atkin & Wallack, 1990). This model was brought into question with the emergence of another approach, which emphasized on the selection of media content by the audience members. This approach, called the ‘uses and gratification’ model diverted the understanding of audience from passive to active, who look for content, ranked in terms of importance according to the needs and interests of the individual. Thus, the more the content meets the actual need of the audience, the greater the chance that it will be chosen (Windahl & Signitzer, 1992). The principal elements of uses and gratification include motives and needs of people to communicate, the social and psychological environment, communication behavior and the consequences of 14
such behavior, and finally the mass media. Rubin (1990) supporting this argument states that the media message intended to persuade audience to do something, or behave in a certain manner, or on the other hand, reinforce existing attitudes, because media contents are usually not necessary or sufficient cause of audience effects, because, media message is one source of influence in social and psychological environment. Consequently, a media message is assumed to have a limited position in bringing about a certain effect by itself. Uses and gratification approach, therefore, reminds communication planners of the importance of competence, empathy and quality in communication, due to the assumption that the audience does not accept everything that is offered by the mass media. Sender and receiver, in this model, enter the communication process with different perspectives (Windahl & Signitzer, 1992). The ‘effects’ tradition was first and still is dominant in the United States. 15
Page 1 and 2: Audience S
Page 3 and 4: 3.3 FM stations 18 4. Findings and
Page 5 and 6: 1- Introduction 1.1 Background ‘D
Page 7 and 8: 1.3 Methodology The study would fol
Page 9 and 10: 1.3.4 Focus Group Discussion The po
Page 11 and 12: 2 Theoretical Framework on Media Ef
Page 13: By assessing media message during t
Page 17 and 18: population, both literate and illit
Page 19 and 20: Years after the establishment of FM
Page 21 and 22: objective is to promote public awar
Page 23 and 24: stations. The second editor says,
Page 25 and 26: language use. They say using Englis
Page 27 and 28: frequent feedback. In addition, the
Page 29 and 30: household. The women in our sub-cit
Page 31 and 32: the program deals with serious issu
Page 33 and 34: in the process of content selection
Page 35 and 36: They also pointed out issues relate
Page 37 and 38: • The program deals with importan
Page 39 and 40: On the other hand, respondents from
Page 41 and 42: said to have direct relation to the
Page 43 and 44: In addition to this, some responden
Page 45 and 46: Bibliography - Ajzen, I. (1988), At
Page 47 and 48: No. 1 2 3 4 5 6 7 8 9 10 Annex A Ta
Page 49 and 50: Annex B Questionnaire Case No This
Page 51: i. Yes___ ii. No___ iii. I don’t

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Audience Survey Conducted on â€œDewelâ€ Radio ... - FES Ethiopia