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

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mass media. Sender and receiver, enter the communication process with different perspectives (Windahl & Signitzer, 1992). There is a tendency of competition and being compared to other media products, and one has to be able to outshine the other. “Dewel” is also evaluated compared to other radio programs on FM stations. Some respondents identified it as ‘unique’, because it covers diversified social and development issues. The program also invites experts to give professional explanation on the issues under discussion. Moreover, the fact that the producers have access to researched materials and proper contact persons make the information credible and reliable compared to other radio programs. However, some audiences from the youth groups could not find “Dewel” unique, compared to other radio programs. They argued that the issues, although diversified, still are dealt with on other radio programs on FM stations. They said that the issues are rather repetitions, and even presented in a less attractive manner. They compared “Dewel” to programs like “Yibekal”, “Mestawot” and “Betegna”. They argued that these programs managed to attract more audience, because the style of presentation has entertaining element, and at the same time, it involves direct participation of audience members. However, there is a difference among the format and objectives of these programs. The audience, from the survey, couldn’t identify the difference. 4.4.3 Effect of “Dewel” on the audience There is an assumption that effect of media products may not be successful by simply increasing the flow of messages, with the assumption that a message will directly influence audience perception (Windahl & Signitzer, 1992). Messages are 40
said to have direct relation to the lives of the target audience, so that they can easily identify themselves with it. The survey result shows that certain issues have impacts on the audience. Respondents said that some of those issues have direct relations with the reality they live in. Issues such as poverty, health, disability, gender and environment and sanitation were mentioned to be directly related to their lives. As a result, they say that their awareness on the issues is raised and some witnessed change of attitudes towards disabled people, prostitutes and women. Others said that they managed to gain knowledge on some development and social issues. Conversely, some audience said that they couldn’t find something to take hold of from the program, although they tune in causally. They argue that the issues discussed are not new to them at all. Others also mentioned that they can learn more from livelihood of ordinary people who have first hand information’s about the issues under discussion and willing to share their experiences in the program than opinions of experts invited on the program quite often. These people say that Dewel tends to be event driven and focused on experts rather than ordinary people and their problem. 41
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 and 14: By assessing media message during t
Page 15 and 16: such behavior, and finally the mass
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: On the other hand, respondents from
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