Audience Reception Analysis On Jihadawi Harakat Documentary Film Among Addis Ababa Communities

Ethiopia Television (ETV) aired a ‘documentary’ entitled “Jihadawi Harakat” on February 5,rn2013. The documentary film presented Muslims who allegedly tried to establish an Islamicrngovernment in Ethiopia. The documentary film also made reference to rising religiousrnfundamentalism in the country. This study was conducted to find out how the audience wasrnreceived the message of the documentary film.rnData was collected through qualitative content analysis, focus group discussion and individualrnin-depth interviews.rnThe finding indicates that majority of the discussants perceived the meaning of the title of therndocumentary film as the theme of the documentary film (Islamic group movement to establishrnIslamic government). The audience believes that the documentary film is less credible andrnsubjects in the documentary film do not represent the overall Muslim society. The audience alsornfound the theme irrelevant to the socio-religious context of the country. The finding shows thatrnaudiences interpret the representation of subjects in the documentary film as terrorists andrnfundamentalists who threats peace and development in the country. The study also reveals thatrnthe documentary film affected the social and religious stability in the country in many ways.

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