Alternative Media Political Messages In Addis Ababa (2005-2010) Content Analysis

Complete understanding of political communication entail looking at the context in which it isrnfunctioning. Considering contextual factors like culture, politics, economy, technology andrnhistory are very important to have a proper analysis. In countries like Ethiopia, cultural andrnhistorical factors have made alternative media consumption for political communicationrnsuperior. This peculiar characteristic also comes out of the dominance of the oral tradition andrnthe relative weakness of formal media institutions. Therefore, scholars suggest looking at thernalternative media spheres to have a complete picture and understanding of the politicalrnatmosphere.rnIn view of that, this research has attempted to analyze the contents of alternative media politicalrnmessages that have been communicated in Addis Ababa from 2005 to 2010, which address localrnpolitical issues. To deal with this, the study employed qualitative content analysis researchrntechniques. The data were collected through interviews and participant observations fromrndifferent public areas. The collected messages were examined and categorized based on thernthemes, nature, forms, sources and the network and channels they employed to communicate inrndetail following narrative analysis method.rnAccording to the findings of the study, election and governance are widely discussed politicalrnagendas in the alternative media sphere of Addis Ababa since 2005. Human rights, mainstreamrnmedia and political parties are also among the important concerns of the public in the arena.rnMost stories discussed the failure in the current political system primarily. In messages whichrnaddress elections, criticized the 2005 and 2010 elections as undemocratic. In addition, supportrnand opposition for political parties are among the overriding pre and post election messages.rnThe absence of good governance is the point of most governance stories. Regarding politicalrnparties, opposition and support for parties’ political agendas and their leaders are in focus. Thernhuman rights stories pose violation against human life and lack of freedom of expression as arnmajor failure in the political system. Similarly, the mainstream media, ETV, is criticized for itsrnfailure to serve the public and pursue truth on the political issues.rnThese stories disseminated information, critiques, commentaries, and politically challenging andrnmobilizing messages within ‘secret’ and established networks mostly with anonymous sources.rnThus, the sources of most messages are not commonly locatable. On the other hand, the channelsrnutilized vary from traditional words-of-mouth communication to new technologies like mobilernphone. They appear in narratives as humorous tales, folk poems and popular songs incorporatedrnMenezuma (Zakir), praise and curse verses (mirikatina ergeman), verses in graffiti and couplets.rnGenerally, the media’s discussions are about perceived and/or real failures of the currentrnpolitical system. Thus it can inform about the panorama of what has gone wrong in the city'srnpolitical arena. From these the government and different political actors can gain valuablerninformation about a certain part of the society’s perceptions on different political affairs of therntime.

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