Demlie, Dawit (2015) Cognitive and Affective Approaches Fana Broadcasting Corporate S.C Uses to Persuade its Audience on Policy Issues. Masters thesis, Addis Ababa University.
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Abstract
This study is conducted to describe the Cognitive and Affective Approaches Fana Broadcasting Corporate S,c, is using to persuade its audience on policy issues of the country. With this general objective, the study has assessed the important points commonly done in the Media environment. Accordingly, the strategies evaluated in line with scientific theories and empirical studies, in making the media successful in persuading the audience, the approach more preferable by the Media and by the audience, how dynamic and vigilant the professionals are in applying persuasive approaches, and the Radios‟ general persuasive status has been studied. In the study, descriptive survey was employed, and purposive sampling was used. For data collection, questionnaire and standardized scale (for quantitative), interview and content analysis (for qualitative) data were used. Participants of the study were from seemingly three segments. In the first study group, 64 professionals of FBC were participants of the study, the sample was drawn from the general population of the study (N= 75). The participants were journalists, editors, editors-in-chief, program producers, program directors and editorial members of FBC. The second study group, which comprised of 36 participants, were persistent listeners of FBC. They were selected purposively, specifically in snowball sampling technique. The third group of participants were those, who are called “public opinion leaders”. They were five individuals, who were found in a “higher” and “prestigious” status in Religion, Politics, Sport and Arts, and they were interviewed. Based on this, the research found that the Media‟s approach is scientific; but association wasn‟t seen between the professionals‟ knowhow of theories and the institution‟s current trends of using the approaches. The more preferable approach by FBC and by the audience participants is found to the Affective, but the cognitive approaches are less accepted, particularly by the Opinion Leaders. The research also found that the Media is an influential and persuasive Media. At last, recommendations related to training and development, practices, and about policy issue approaches were given, and future research implication was pointed.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Divisions: | Africana |
| Depositing User: | Vincent Mpoza |
| Date Deposited: | 21 Jun 2018 07:32 |
| Last Modified: | 21 Jun 2018 07:32 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/5330 |
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