Online Journal of Communication and Media Technologies

Media Preferences and Perceptions: The Case of Bahir Dar University Instructors
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2016 - Volume 6 Issue 1, pp. 88-102
  • Published Online: 15 Jan 2016
  • Article Views: 44 | Article Download: 21
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Nigatu BA. Media Preferences and Perceptions: The Case of Bahir Dar University Instructors. Online Journal of Communication and Media Technologies. 2016;6(1), 88-102.
APA 6th edition
In-text citation: (Nigatu, 2016)
Reference: Nigatu, B. A. (2016). Media Preferences and Perceptions: The Case of Bahir Dar University Instructors. Online Journal of Communication and Media Technologies, 6(1), 88-102.
Chicago
In-text citation: (Nigatu, 2016)
Reference: Nigatu, Biset Ayalew. "Media Preferences and Perceptions: The Case of Bahir Dar University Instructors". Online Journal of Communication and Media Technologies 2016 6 no. 1 (2016): 88-102.
Harvard
In-text citation: (Nigatu, 2016)
Reference: Nigatu, B. A. (2016). Media Preferences and Perceptions: The Case of Bahir Dar University Instructors. Online Journal of Communication and Media Technologies, 6(1), pp. 88-102.
MLA
In-text citation: (Nigatu, 2016)
Reference: Nigatu, Biset Ayalew "Media Preferences and Perceptions: The Case of Bahir Dar University Instructors". Online Journal of Communication and Media Technologies, vol. 6, no. 1, 2016, pp. 88-102.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Nigatu BA. Media Preferences and Perceptions: The Case of Bahir Dar University Instructors. Online Journal of Communication and Media Technologies. 2016;6(1):88-102.

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.

References

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License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.