Community Needs, Accessibility and Reachability of Mass Media: A Survey of Awi Zone.

  • ASMAMAW Addis AMERA University of Gondar
Keywords: media reachability, media avaliability, community needs, Empowerment

Abstract

Abstract

Provision of information implies empowerment of the community, and the need to create a pluralist and sustainable media environment for each constituents of the society is vital to empower themOperational broadcast media have increasingly grown in Ethiopia even if most of them are owned by government. However, the availability, reachability and the information needs they respond for the communities have varied from nationality to nationality.

The aim of this survey was to assess and measure the needs and interests of Awi community towards to the existing media before launching community media that will operate in the area. 1450 respondents were participated to fill the semi- structured questionnaire designed to the inhabitants of Awi Zone Administration. The sampling methodology is based on multistage random technique. Form the survey, it is found that the community has accessed varied regional and national mass media, but there is no media which truly serve and address the needs of the community.

Author Biography

ASMAMAW Addis AMERA, University of Gondar
English Language and Literature, Lecturer of Journalism and Communication

References

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Federal Democratic Republic of Ethiopia Central Statistical Agency. (2013) Population Projection of Ethiopia for All Regions at Wereda Level from 2014 – 2017. Addis Ababa, Ethiopia.
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Palgrave Macmillan Ltd.
Published
2016-01-27