Audience Reception Of Ebc Chilot Program

This study is conducted to find out how audiences of 'Chilot ' make meanings from messages ofrnthe program, to find out if there are variations in interpretations of messages and factors thatrnaccount for variations in meaning making of audiences and how this relates to the program'srnreception. The study also explored how external factors like social context, age and personal contactrnare present in the processes of meaning making of the messages of 'Chilot' program. Audiencernreception theolY and communication model of encoding/decoding is used as a theoreticalrnframework to conduct the research. Qualitative research methods, specifically focus grouprnand individual in-depthinterview were used to undertake this study. Qualitative content analysisrnof selected program items was conducted. Focus groups were organized in line with the saliencernof cultural features like religion gender age and educational background. Generally,rnrespondents regardless of their differences are found to understand the message similarly.rnAudiences, regardless of their level of education, are found to be active and powerful in thernmeaning making process and in reshaping the content of media messages. Audiences did notrnsimply accept messages. They seemed to have the ability to inter prate messages and accept,rnmodify or reject them altogether.

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