Abstract:
This research was aimed at exploring how audiences make sense, interpret, relate to, and
construct their meanings out of the messages encoded by the producers of “Yemahibereseb
Dimts” Radio Program in Jimma University Community Oriented Radio FM 102.0. In the mixed
approach, Qualitative and quantitative data gathering techniques were employed to undertake the
study. The results of the two data sets were triangulated to complement each other. Using
probability and nonprobability sampling techniques the required sample from two areas urban
and rural has been selected. Of the two areas, 120 study subjects were selected. In collecting the
required data, close and open-ended questionnaires were employed. In addition, two in-depth
interviews were utilized to collect the qualitative data with key informants in the audiences and
with message encoders. It aimed at identifying the objective of the radio program and the
dominant messages encoded. The study also emphasized dealing with separate content elements:
culture, education, health, and agriculture, incorporated in the radio production. The study could
indicate essential insight in the investigation of audiences’ receptions of “Yemahibereseb Dimts”
radio program. As the findings indicated, the majority of the respondents have a positive attitude
towards the radio program. They paid more attention to things they encounter within their living
space. The majority of them were able to relate the content elements of the radio program to their
social reality. The majority of rural respondents tend to display that the radio program centers
more on the interests of urban audiences. On the contrary, the producers displayed that the radio
program is designed to entertain the entire radio listeners regardless of socio-demographic
characteristics. With this regard, the data tend to confirm that there is a perception gap between
the media producers and the radio listeners. The study displayed that radio accessibility
influences listening to the radio program. On the other hand, language use in the radio broadcast
is also a challenge for the majority of rural respondents to draw clear messages out of the radio
text. Besides, the radio broadcast time was not convenient for the majority of rural respondents
mainly because of rural farm work conditions. Likewise, the qualitative result revealed that due
to problems related to transmission clarity, the respondents face difficulty in receiving the radio
program. Also, it revealed that the respondents decode the media message beyond its social
meanings.
