Determinants Of Teachers Media Utilization Pattern

Thi s study investigates the determinants of teache rs' level of media utilisation pattern onrnthe basis of selected demographic, job related personal variables and work environmentrnfactors. Pat-ticipants are 139 primary school teachers who are randomly se lected fromrnrural and urban schools Wenage Wereda, Gedeo Zone.rnA questionnaire, and five scales developed to measure job related personal variable [i. e.rnlevel of media use (LMU) scale, Teachers' sense of efficacy of media use (EMU) andrnefficacy of media choice (EMC) measures, consequence of media use (CMU), andrnOpenness to procure and use media (OPUM)), and measures of work enviromnentrnvariables [i.e. availabi lity of media resource (AMR), manageability of classroom tasksrn(MCT), and administrative SUppOlt (AS)] were employed to collect data.rnThe results suggest that demographic variables were not found to predict level of mediarnuse (LMU). On the other hand, among job related personal and environmental variables,rnteacher's sense of efficacy of media choice (EMC), consequence of media use (CMU),rnand avail abi lity of media resources (AMR) emerged as major determi nants of teacher'srnmedia uti lisation pattern.rnFinally, the practical implications of the results of the present study are indicated.

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