Abstract:
Without geographical location the world has turned into a global village because of the media. The
media technology is the biggest aspect that has promoted cultural diversity. Now a day’s media
have a great role in our life and that has been increasing day to day, every person in this world is
surrounded by a number of media.
People have trust on the media because it has the power to hold attention and plays a vital role in
shaping personality, values and beliefs. Particularly radio since it is a medium with lots of choices.
Sports, music, news, culture and so on. In Jimma the cultural diversity knowledge of the various
nations, nationalities and peoples of Ethiopia have been limited. This study was conducted to
explore the role of Jimma Fana FM 98.1 in promoting culture diversity, by analyzing "Yameral
Hagere" radio program. The main objectives were to find out as cultural areas in which the program
tries to meet, Assess the challenges and opportunities of “Yameral Hagere” entertainment program
in promoting culture diversity and, the implication of the program in promoting cultural diversity.
It was guided by three basic research questions and Functionalist and Propaganda theory were
applied. To get the appropriate data, qualitative approaches were employed in the study. Interview
data was collected from journalists, editor and mangers of the station as well as the document data
were collected from archival to content analysis of twelve purposive randomly selected programs.
For the qualitative data 9 key informants were selected. One station manager two editors, three
program producers and three journalists were interviewed. Some Collected data were analyzed in
terms of percentage. The findings of the study show that the attempt Jimma Fana FM “Yameral
Hagere” program make to promote culture diversity is encouraging. However, the way the program
was done not shallow in different perspectives. Recommendations were also made based on the
conclusions drawn from the findings that strong emphasis should be given to the program in order
to solve the challenges and produce an outstanding program which can bring a better understanding
of cultural diversity
