Cognitive And Affective Approaches Fana Broadcasting Corporate S.c Uses To Persuade Its Audience On Policy Issues

This study is conducted to describe the Cognitive and Affective Approaches Fana BroadcastingrnCorporate S,c, is using to persuade its audience on policy issues of the country. With this generalrnobjective, the study has assessed the important points commonly done in the Media environment.rnAccordingly, the strategies evaluated in line with scientific theories and empirical studies, in makingrnthe media successful in persuading the audience, the approach more preferable by the Media and byrnthe audience, how dynamic and vigilant the professionals are in applying persuasive approaches,rnand the Radios‟ general persuasive status has been studied. In the study, descriptive survey wasrnemployed, and purposive sampling was used. For data collection, questionnaire and standardizedrnscale (for quantitative), interview and content analysis (for qualitative) data were used. Participantsrnof the study were from seemingly three segments. In the first study group, 64 professionals of FBCrnwere participants of the study, the sample was drawn from the general population of the study (N=rn75). The participants were journalists, editors, editors-in-chief, program producers, programrndirectors and editorial members of FBC. The second study group, which comprised of 36rnparticipants, were persistent listeners of FBC. They were selected purposively, specifically inrnsnowball sampling technique. The third group of participants were those, who are called “publicrnopinion leaders”. They were five individuals, who were found in a “higher” and “prestigious” statusrnin Religion, Politics, Sport and Arts, and they were interviewed. Based on this, the research foundrnthat the Media‟s approach is scientific; but association wasn‟t seen between the professionals‟rnknowhow of theories and the institution‟s current trends of using the approaches. The morernpreferable approach by FBC and by the audience participants is found to the Affective, but therncognitive approaches are less accepted, particularly by the Opinion Leaders. The research alsornfound that the Media is an influential and persuasive Media. At last, recommendations related torntraining and development, practices, and about policy issue approaches were given, and futurernresearch implication was pointed.

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