Abstract:
Local media such radio/TV plays a critical role in educating as awareness in community
understanding of Harmful traditional practice of FGM/C where are difficult to recognize
importance and impact of these media dealing with FGM/C harmful traditional practice
without audience‘s reaction and their interpretation meaning of message. In fact that audience
reception research is extremely important in local media organization. Therefore, this study
investigated audience‘s reception "aan ka badbaadino nafteena GF" kebri-dehar FM90.8 radio
program on FGM korahe zone, Ethiopia Somali region to achieve the objective of the study
Both, quantitative and qualitative approaches were used for concurrent triangulation . The
quantitative the survey questionnaire was carryout 96 respondents of two Kebeles selected
from 10 Kebeles of Kebri-dehar city administration of radio program listeners that stratified
random sampling was used first then operated sample random sampling. As a result, a
questionnaire close ended, and to find out the audiences‘ reception level based on radio
program Guttman scale, (opinion) is used to collect the required data. Frequencies distribution
and percentages of respondents were displayed for data analysis through clarity of
interpretations. The qualitative approach employed key informants‘ interviews and focus
groups discussion the key informants‘ interviews were total 10 community members including,
religious leaders, administrative officers, Teachers, NGO professionals, and health
professionals. The Focus groups discussion was 8 FGM practitioners or doer to see how radio
program impact them. The study used two theories audience reception and use and
gratification that directly relevance with topic to elicit how different audiences make meaning
of radio program message on FGM/C harmful traditional practice and audiences
interpretation to program content to get audience comprehension, listenership and challenges
limiting audiences reception Accordingly, study found out that audiences have the good
listenership of program and well informants of (FGM/C) and its harmful consequences,
however, the study finding found some factors limiting audience‘s reaction on radio program.
Finally the researcher gave recommendations to fill gap in future to FM radio station
broadcasting radio program on FGM/C.
