Perception and Preference of Media in Debre Tabor City Administration: Assessing Media Perception and Preference of Choosing the Media of Debre Tabor Community

摘要

This study is on media perceptions and preferences of choosing the media in Debre Tabor Community in 2018. Media in Debre Tabor is very important and crucial for social change. Due to this, it focused on the assessment of audiences’ media perceptions and preferences. So as to assess the community perceptions and preferences, mixed research design was employed. The data was gathered through survey questionnaires which consisted quantitative and qualitative questions and focus group discussion. For this study, 827 questionnaires were distributed to Debre Tabor Community. The results indicate that Debre Tabor Community had a good perception for the media and they were accessed different media for information, education and entertainment. The study testified that media used for them for entertainment, getting basic knowledge and information and they used as a means of correlation. They dominantly used TV, internet and radio as sources of information and entertainment. They believed that media transmitted the message for the sake of public and government benefits, but the agendas are government agendas. Timeliness, credibility, and impartiality are their criteria to consume media messages. The program content, credibility, preferably, freedom, media type and ownership are some factors that influenced their media choice.