Qeexaala As Cultural Communication The Case Of Sidaama People

The purpose of this study was to analyze Qeexaala fromcultural communication point of view. Tornconduct the study, qualitative method was used.The data was gathered through individual indepthrninterviews, focus group discussion and ground observation. In-depth interviews werernconducted with a total of 23 individuals (four clan leaders, two traditional astronomers, threerngovernmental officials, two experts of culture, six elite groups, two evangelists and the restrnelders). Focus group discussions were held with four groups having six members each (the agernof participants ranged from 50-90).For the purpose of gathering accurate and full informationrnabout the subject matter, the respondents were selected through purposive sampling method. Therndata was analyzed qualitatively. The study found out that Qeexaala is currently on the verge ofrndisappearing due to various setbacks. Some of these setbacks are expansion of religion,rnespecially protestant religion and the changing life style of the people. To this effect the culturalrnasset of the Sidaama people, especially Qeexaala, seems to be giving its way to the exogenousrnmedia has. The study also found out that Qeexaala had a great communicative value in that itrnserved as a channel of communication for the people by way of delivering various messagesrnthrough dance, song, cultural costumes and accessories at Gudumale, Songoand market placesrnon which the Qeexaala is usually performed. It was also learnt that Qeexaala was used by thernpeople to express criticism on certain issues, such as politics, economy, culture and religion, andrnthat it serves the people as a forum of opposing and criticizing the ill deeds of governments fromrnthe past to the present. Moreover, the study found that Qeexaala is a display of culture, life style,rncultural administrative practices and traditional religion. Consequently, it can be regarded as arncultural communication medium.The study found that Qeexaala has been the long-lived culturalrnasset that plays a great role in the communication system of Sidaamapeople. However, thisrnvaluable communicational asset is on the verge of extinction, except that it is performedonce arnyear during‘Fichee-Chambalala- a new year celebration of the Sidaama people.’ The studyrncalled upon responsible bodies to notice the role of Qeexaala and the threat it has faced, and actrnin the way they rescue it from disappearance.rnKey words:rnQeexaala, Communication, Feedback, Culture, Indigenous channel, Tensions on Qeexaala.rnGudumale and Songo.

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