A Content Analysis On Ebc Wubetachin Entertainment Tv Program In Promoting Ethiopian Culture

Our daily life is highly related with the media. People have trust on the media because it has thernpower to hold attention and plays a vital role in shaping personality, values and beliefs.rnEspecially television since it is a medium with lots of choices. Sports, music, news, culture andrnsoon. In Ethiopia the cultural knowledge of the various nations, nationalities and peoples ofrnEthiopia have been limited to respective localities. As far as my knowledge not a single studyrnwas made on this issue and the role of media in promoting this cultural diversity. So, this studyrnwas conducted to explore the role of EBC in promoting Ethiopian culture, by analyzingrn“wubetachin” cultural (musical) show. The main objectives were as to find out basic culturalrnareas in which the program tries to meet, Assess the challenges and opportunities ofrn“wubetachin” entertainment program in promoting Ethiopian culture and, evaluate thernimplication of the program in promoting cultural diversity. It was guided by three basic researchrnquestions and Functionalist and Propaganda theory were applied. To get the appropriate data,rnboth qualitative and quantitative approaches were employed in the study. Quantitative data wererncollected from 85 randomly distributed questionnaires and content analysis of twelve randomlyrnselected programs. For the qualitative data 9 key informants were selected. Two editors, twornprogram producers, 4 artists from the cultural music industry and one person from the nationalrncultural center were interviewed. Collected data were analyzed in terms of frequency andrnpercentage. The findings of the study show that the attempt EBC “wubetachin” program make tornpromote Ethiopian culture is encouraging. However, the way the program was done is somewhatrnshallow in different perspectives. Recommendations were also made based on the conclusionsrndrawn from the findings that strong emphasis should be given to the program in order to solvernthe challenges and produce an outstanding program which can bring a better understanding ofrnEthiopian culture.

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