Media Viewing Habits of School Teachers and Administrators and Their Attitudes: A Case of Selected Schools in Nifas–Silk Lafto Sub-City of Addis Ababa

Abstract

Abstract: The purpose of this study was to determine satellite television viewing habits of high school teachers and administrators and their attitude towards various elements of culture imbibed from satellite television movies and its impact on Ethiopian culture. The study also determined the link between television-viewing habits, attitudes and gender. It was conducted on select private and government secondary schools found in Nifas Silk Lafto sub-city of Addis Ababa, Ethiopia. A mixed-methods and case study approach was employed. The study used a mix of purposive, stratified random sampling technique. Instruments of data collection composed of questionnaire and interview. The findings indicated that Television, Mobile device, and Internet are most sought after by the teachers and administrators to satisfy their information/entertainment needs. Most of them were found to be heavy viewers of satellite television. Movies serve as the overall major shows for the school teachers and administrators. Differences in expressions of attitude of the high school teachers and administrators from the private and government schools were not statistically significant. Altogether, however, between the continuum of extremely negative and positive attitudes the subjects’ attitude is more inclined towards negativity. The study indicated that there is association between television-viewing habit and attitude. The analysis also indicated that there is some connection between gender and attitude. Findings of the present study thus have implication on media literacy training or promoting media awareness among the school communities.