Local Media Access And Use By The Rastafarian Community In Shashemene

The aim of this study was to find out evidences about local media access andrnuse by the Rastafarian community in Shashemene. It sought to explore andrnanalyze the socia-cultural context of their life in Shashemene through their localrnmedia use. The study used both qualitative and quantitative approaches andrnemployed in-depth interview and self-cnmpletion questionnaire for gatheringrndata from the community membel"s. With this, the study attempted to examinerndifferent scholarly observations based on three dimensions: 1) Media accessrnand transplanted people, 2) The audience analysis tradition with focus onrnculturalist view, 3) The historical background of the Rastafarian community inrnShashemene. The combination of these three dimensions helps to shed light onrnthis particular group. Hence, the findings Fom the study indicated that therncommunity members had enough media technology devices/ services which canrnenable them local media outlets. Due to backward attitudes, local languagerndeficiency, lade of psychological proximity and coverage by the local media; nonrnmedia sources mmained th.e main source of local information for the community.rnLocal media were sources of need gratification to cultivate children to Ethiopianrnwa!J of life, to leam local language and to tackle unfamiliarity by the community.

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