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Addis Ababa University School of Journalism and Communication Questionnaires, to Be Fill by Farmer Audience in Cooperatives Unions

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Addis Ababa University School of Journalism and Communication Questionnaires, to Be Fill by Farmer Audience in Cooperatives Unions ADDIS ABABA UNIVERSITY SCHOOL OF JOURNALISM AND COMMUNICATION STUDY ON AUDIENCE RECEPTION OF AFAN OROMO RADIO PROGRAM „KULA BADIYA‟: THE CASE OF SOME FARMERS‟ COOPERATIVE UNION IN OROMIA REGION BY FURI BONSA JUNE, 2020 ADDIS ABABA STUDY ON AUDIENCE RECEPTION OF AFAN OROMO RADIO PROGRAM „KULA BADIYA‟: THE CASE OF SOME FARMERS‟ COOPERATIVE UNION IN OROMIA REGION BY FURI BONSA A THESIS SUBMITTED TO THE SCHOOL OF JOURNALISM AND COMMUNICATION IN PARTIAL FULFILMENT OF THE REQUIRMENTS FOR THE DEGREE OF MASTER OF ART IN JOURNALISM AND COMMUNICATION ADDIS ABABA UNIVERSITY SCHOOL OF GRADUATE STUDIES JUNE, 2020 ADDIS ABABA Addis Ababa University School of Graduate Studies This is to certify that the thesis prepared by Furi Bonsa, entitled Study on Audience Reception of Afan Oromo Radio Program „Kula Badiya‟: The case of some farmers‟ cooperative union in Oromia Region submitted in partial fulfillment of the requirements for the Degree of Master of Arts in Journalism and Communication complies with the regulations of the University and meets the accepted standards with respect to originality and quality. Candidate FURI BONSA (Name) Approved by the Examining Board Examiner_____________________Signature___________________Date__________________ Examiner_____________________Signature___________________Date__________________ Advisor______________________Signature____________________Date_________________ _______________________________________________________________________ Chair of Department or Graduate Program Coordinator Acknowledgements Above all, I would like to express my reverence to Allah. Without His support, I couldn't really finalize this work.. I would like to express my deepest sincerity and respectful gratitude to my advisors Dr. Yohannes Shiferaw for his unreserved and valuable advice and guiding my thesis piece-by piece with patience throughout the research period. I would also like to express my deepest gratitude to Askeberech Belayneh General Manager, Oromia Agricultural Cooperatives Federation Ltd, who gave me continuous assistance in this research - without her support this work would have not been realized. In addition, I would like to express my thanks to Arfan Qallo, Burqa Galeyti, Charchar Oda Bultum, Haromaya and Ambo farmers‟ cooperative unions‟ board members, managers and respondents for their helpful cooperation and participation during data collection. My sister Nadhi Bonso, I thank you for believing in me and always being ready to provide the material support I needed. Finally, I am indebted to my wife Elsabet Genemo for her constructive moral help throughout the way. I wouldn‟t accomplish this paper without your courage. i Table of Contents Page Acknowledgements .......................................................................................................................... i Table of Contents ............................................................................................................................ ii List of Tables .................................................................................................................................. v List of Figure.................................................................................................................................. vi List of Acronyms .......................................................................................................................... vii Abstract ........................................................................................................................................ viii Chapter One .................................................................................................................................... 1 Introduction ..................................................................................................................................... 1 1.1. Background of the Study ...................................................................................................... 1 1.2. Statement of the Problem ..................................................................................................... 2 1.3. Objective of the Study .......................................................................................................... 4 1.3.1. General Objective .......................................................................................................... 4 1.3.2. Specific Objectives ........................................................................................................ 4 1.4. Research Questions .............................................................................................................. 4 1.5. Significance of the study ...................................................................................................... 4 1.6. Scope of the Study................................................................................................................ 5 1.7 Limitations of the Study ........................................................................................................ 5 Chapter Two.................................................................................................................................... 6 Review of Related Literature .......................................................................................................... 6 2.1 The Place of Media in Society .............................................................................................. 6 2.2 Media Audiences ................................................................................................................... 7 2.2.1 Nature of Media Audiences ............................................................................................ 9 2.3 Development Communication............................................................................................. 10 2.3.1 Meaning of Development Communication .................................................................. 10 2.3.2 Modernization Paradigm .............................................................................................. 11 2.3.3 Dependency Paradigm (Late 1960s to 1980s) .............................................................. 11 2.3.4 Multiplicity Paradigm (Since 1980s)/ Participatory Communication .......................... 12 2.4 Development Journalism ..................................................................................................... 13 2.5 Role of Radio in Development ............................................................................................ 16 ii 2.6 Radio programming............................................................................................................. 18 2.7 Theoretical Frameworks ...................................................................................................... 19 2.7.1 Use and Gratification Theory ....................................................................................... 19 2.7.2 Reception Theory ......................................................................................................... 22 Chapter Three................................................................................................................................ 24 Research Methodology ............................................................................................................... 24 Introduction ................................................................................................................................... 24 3.1 Research Design .................................................................................................................. 24 3.2 Sample and sampling Techniques ....................................................................................... 25 3.2.1 Study Area and Respondents ........................................................................................ 27 Source: Farmers union .............................................................................................................. 28 3.3 Instruments of data Collection ............................................................................................ 28 3.3.1 Questionnaires .............................................................................................................. 28 3.3.2 Focus Group Discussion ............................................................................................... 29 3.3.3 Individual Interview ..................................................................................................... 30 3.4 Methods of Data Analysis ................................................................................................... 30 Chapter Four ............................................................................................................................... 31 4. Data presentation and Analysis ................................................................................................ 31 4.1 Introduction ......................................................................................................................... 31 4.2 Demographic Data of Respondents ..................................................................................... 31 4.2.1 Age of Respondents ...................................................................................................... 31 4.2.2 Gender of Respondents ................................................................................................ 32 4.2.3. Educational Level .......................................................................................................
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