Abstract
The main intent of this study is to empirically examine media preferences and perceptions of instructors at Bahir Dar University (BDU) in selected Faculties, Colleges and School. The survey method of research was employed to conduct the study, and questionnaire was used as a data collection tool. Proportionate stratified random sampling techniques were used for selecting the study participants. The findings reveal that Bahir Dar University instructors consume news on a daily basis.With regard to media usage, TV stations, radio stations, and websites are the most chosen information source of respondents. Among TV programs, foreign TV news programs are the most viewed by respondents, and ETV has taken the lead as compared to other local TV programs. Concerning radio programs, foreign radio programs are favourites of respondents, and Ethiopia radio programs are their preferences. In addition, instructors use the Internet on daily basis, mainly for searching for information related to their subject areas, sending and receiving e-mails, and searching for daily news.The media content that instructors regularly consume are social issues, sport and politics. Respondents perceive media roles positively, and the highest level of agreement was expressed with the statement that the media help people become better informed and educated. Impartiality & credibility, and independence from political interest are the major criteria for respondents to choose a particular media over another. Finally, age, background, sex, and academic rank are factors that affect respondents’ media perception.
Highlights
IntroductionWe live in a world where there are different types of media (both foreign and domestic) doing their utmost endeavour to attract the attention of audience
We live in a world where there are different types of media doing their utmost endeavour to attract the attention of audience
Bahir Dar University (BDU) instructors use the Internet everyday mainly for searching for information related to their subject matter, and this result appears to be consistent with the findings of Prpic(2009) in such a way that Slovenian University students use the Internet on a daily basis but for e-mail purposes
Summary
We live in a world where there are different types of media (both foreign and domestic) doing their utmost endeavour to attract the attention of audience. In relation to media choice, Rosengren et al, (1985) cited in McQuail (1992:178) indicates the presence of a “ range of various motives for choosing media-for amusement, information, social contact, excitement, involvement, etc or, more generally, the bases for ( and degree of ) selectivity which is exhibited in media choice behaviour.”. This notion is very similar to uses-and-gratification approaches in that it perceives ‘‘audience [as an] active and goal oriented. Media preferences and perceptions of audiences have not yet been researched in the Ethiopian context
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