Media And Culture A Case Study Of Ashenda As Portrayed In Tigrigna Television Programs

Culture is created, shared, transmitted, transformed, and preserved by communication.rnFor we are at the age of globalization, wherein the power of mass communication isrnunprecedented pervasive, the mass media are highly impacting cultures positively and /orrnnegatively. Consequently, media portrayals of cultural matters deserve special attention.rnHowever, such special attention is not observed being given in the Ethiopian media’srncultural portrayals as the quality and quantity of such portrayals are said to bernunsatisfactory. As a result, a media and cultural study entitled Media and Culture: ArnCase Study of Ashenda as Portrayed in Tigrigna Television Programs was conducted. Itrnis a qualitative inquiry into how the mass media are being used for cultural development,rnand how they are using culture’s potential for national development. This is madernpossible by taking Tigrigna television programs in portraying Ashenda, an annuallyrncelebrated cultural festival, as a case study. To this end data were gathered fromrnpurposively selected documents (texts), individual in-depth interviewees and focus grouprndiscussants; and were analyzed as per to the theories and principles of media, culturernand communication. Taking place dominantly at Mekelle city and its surroundingrnvillages, the research has come with the finding that despite the media’s attempts torncover the cultural festival are encouraging, the way they portray the culture is deficientrnand shallow, thus incapable to preserve and/or to transform the culture. Plus, the veryrnconception of culture’s potential for national development at the media level is minimal.

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