Udience Receptions Analysis Of Dorgaa-dorgee Oromia Radio Entertainment Program The Case Of Ghimbi Distric

This research was aimed at exploring how audiences make sense of, interpret, relate to, and construct theirrnown meanings out of the messages encoded by the producers of “DORGAA-DORGEE” Oromia RadiornEntertainment Program.rnThe study area was Ghimbi District, West Wollega Zone, Oromia Regional State. Two kebeles were selectedrnbased on convenience sampling technique. The study subjects were also recruited from their respectivernkebeles with the essence of purposive sampling. The study employed quantitative and qualitative techniquesrnto collect the data. The results of the two data sets were triangulated to complement each other.rnThe attempt made in the study could indicate essential insight in the investigation of audiences’ receptions ofrn“DORGAA-DORGEE” entertainment radio program. As the data indicated, the majority of the respondentsrnhave positive attitude towards the radio program. The respondents were able to accept and react positivelyrnto the content elements more close, familiar and unthreatening to their life.rnAs the study reflected, the respondents paid more attention to things they encounter within their life space.rnThe majority of the respondents were able to relate the content elements of the radio program to their socialrnreality. Audiences at some level of educational status and with some professional background tend to makernsense of the program messages in line with the media intention. With this regard, the data results alsornindicated that the media producers focused at satisfying the interests of educated social groups in conductingrnthe radio contest.rnThe majority of rural respondents tend to display that the entertainment radio program centers more therninterests of urban audiences. On the contrary, the producers displayed that the radio program is designed tornentertain the entire radio listeners regardless of socio-demographic characteristics. With this regard, therndata tend to confirm that there is perception gap between the media producers and the radio listeners.rnThe popularity of issues treated in the radio program could encourage the reception of the radio programrnmessage. However, the respondents were selective in their listening to the program contents. The majority ofrnChristian religion followers (protestant) tend to avoid listening to the music elements of the radio productionrnmainly because of their religious ideologies.rnThe study displayed that radio accessibility influences listening to the entertainment radio program. With thisrnregard, the survey result indicated that the majority of rural respondents face more difficulty to get radio. Onrnthe other hand, language use in the radio broadcast is also a challenge for the majority of rural respondentsrnto draw clear message out of the radio text. Besides, the radio broadcast time was not convenient for thernmajority of rural respondents mainly because of rural farm work conditions. Like wise, the qualitative resultrnrevealed that due to problems related to transmission clarity, the respondents face difficulty in receiving thernradio program.rnThe study revealed that the respondents decode the media message beyond its social meanings. I n additionrnto the intended social meanings encoded in the program, listeners attached political meanings to thernprogram. The study also shows three decoding strategies: accepting, negotiating and opposing the encodedrnmessages with varied degrees.rnThe reception analysis seems to reveal that the producers’ field of experience, to a considerable extent, overrnlaps with the audiences’ field of experience which could encourage the receptions of the intended mediarnmessage. However, the study indicated there is no one-to-one relationship between the encoded message andrnaudiences’ subjective interaction, so that the same content element of the radio program could producernvaried meanings.rnAs the study indicated, media meaning is reconstructed in the audiences through reception. Meaning of thernprogram message, with this regard, is not the same even within audiences in the same social location andrncontext. The reception study also tends to reflect that ‘’DORGAA –DORGEE’’ radio program is more ofrneducational rather than entertainment.

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