Entertainment-education And Audience Responses The Case Of Menta-menged Radio Serial Drama In Ethiopia

This study attempts to explore entertainment-education (E-E) radio dramarnaudience responses/reactions, their motivating factors in writing letters tornthe drama and the relationship between audience responses and over allrnprogram goals of the drama, Menta Menged (Crossroads), in Ethiopia.rnBecause entertainment-education mass media programs which aim atrnpromoting pro-social behavior attract huge audiences both in listening andrnparticipating due to their entertainment and educational functions, thisrnstudy explores these audiences’ feedback with the aim to understand thernkind of relationship that exists between audiences and the radio drama. Therndata was collected through a textual or qualitative content analysis ofrnaudience letters, and focus group discussions with audience members; andrnit was qualitatively analyzed and discussed. The data showed thatrnaudiences typically have four kinds of reactions: commentaries,rnappreciations, associations and reflections with the drama, characters andrnactors. Furthermore, a number of motivating factors, in addition to therndrama (both the messages and model characters), influenced audiences tornrespond to the drama and involved in the writing of letters. Interestingly,rntheir reactions are mixed when compared to the program’s intendedrnoutcomes on audience behaviors.

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