Role Of Mass Media For Communities’ Economic Empowerment: The Case Of Ethiopian News Agency (Ena), Ambo Branch

Abstract

What is known today as mass media has resulted from a series of innovative technological inventions which have developed over centuries. In Ethiopia, the role of media in the promotion of community and economic empowerment had been demonstrated. The main purpose of the study was to assess the role of media for the communities‟ economic empowerment: the case of ENA, Ambo Branch. Both primary and secondary data were used in the study and analyzed through qualitative and quantitative methods. The data was collected through questionnaire, FGD, and interviews. Four Kebeles was selected purposively and 135 respondents participated in the study. The study used the case study research methodology. This involves an in depth interview with informants. Questionnaire would be administered for selected participants. In the questionnaire, respondents would be requested to provide information that addresses some of the fundamental issues in the study objectives. This study reports new findings relating to the role of media for community economic empowerment. Some of these discoveries was closely related to the basic compatible elements in media that could foster impactful households with ENA. It had been discovered through this medium that media apart from serving the fundamental roles of information, education, and entertainment, could also be used fo service economic initiative. However, this belief does not agree with what is in reality in relation with ENA Ambo branch due to the fact that it lacks wider accessibility as well as dissemination of its news report magazine like „Negari‟. Hence, based on the findings, this research therefore, has put forward substantial argument to support the claim. So, it is very important to put the following tips as suggestion for future work quality and betterment: It was important to highly developed community participation as partners of ENA; ENA Ambo branch needs to fulfill its gaps by employing relevant and well skilled professionals among others; and the branch needs to be fully equipped with audio-visual media tools among others