Audience Survey Conducted on “Dewel” Radio ... - FES Ethiopia

Table of Contents Pages
1 Introduction 5
1.1. Background 5
1.2 Rational Behind the <strong>Survey</strong> 5
1.2.1 General Objectives 6
1.2.2 Specific Objectives 6
1.3 Methodology 7
1.3.1 Method of Data Collection 7
1.3.2 Sampling 7
1.3.3 Questions Format 8
1.3.4. Focus Group Discussions 9
1.3.5 In-depth Interview with Key Informants 9
1.4 Advantage and Limitation of the Study 9
2. Theoretical Framework and Media Effects and <strong>Audience</strong> 11
2.1 Definition of Terms 11
2.2 Media Effects and <strong>Audience</strong> Behaviour 12
2.3 Uses and Gratification Model 14
3. Literature Review on the Development of Mass Media 16
3.1 Mass Media Overview in Ethiopia 16
3.2. The Broadcast Media in Ethiopia 16
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