UNIVERSITY OF GONDAR

COLLEGE OF SOCIAL SCIENCE AND THE HUMANITIES

DEPARTMENT OF CIVICS AND ETHICAL STUDIES

Course Title: The Role of Media to Promote Good Governance in Gondar city, Amhara regional state, Ethiopia.

Course Code: Research Thesis

Program: Postgraduate in Civics and Ethics (summer III)

Academic year: 2019

Submitted To: Bamlak.Yideg (PhD)

Submitted by: Name: MUHAMMED DAWED

ID No: GUS/79336/09 SECTION 2

Email muhammeddawed179@gmail.com

2020

Gondar, Ethiopia
Approved by university board of Examiner

Advisors

Main advisor signature

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Co-Advisor signature

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Examiner

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February, 2020

Gondar, Ethiopia
Table of Contents

CHAPTER ONE…………………………………………………………………………1

1.1. Background of the study………………………………………………………………1

1.2 Statement of the problem …………………………………………………………….5

1.3 Objective of the study…………………………………………………………………5

1.4Research questions……………………………………………………………………...5

1.5 Significance of the study…………………………………………………………….….5

1.6 Scope of the study………………………………………………………………………6

1.7 Limitation…………………………………………………………………………………6

1.7. Organization of the Thesis…………………………………………………………….. 6

Chapter Two……………………………………………………………………………….7

2 Literature review………………………………………………………………………….7

Meaning of media…………………………………………………………………………...7

Characteristics of media…………………………………………………………………….8

The role of media……………………………………………………………………………8

Local Media…………………………………………………………………………………10

Meaning of Good Governance………………………………………………………………10

Components of Good Governance…………………………………………………………...11

Theories of Good Governance………………………………………………………………..12

Media role in good governance……………………………………………………………….13

The relationship between media and democracy………………………………………………….13

Chapter Three………………………………………………………………………………………17

Research design……………………………………………………………………………………17

Target population…………………………………………………………………………………17

Sample size………………………………………………………………………………………17

Sample Technique……………………………………………………………………………….17

Ethical Consideration……………………………………………………………………………18

Data Gathering…………………………………………………………………………………18

The primary Data………………………………………………………………………………19

Interview………………………………………………………………………………………..19

Document Analysis…………………………………………………………………………….19

Data processing and analysis…………………………………………………………………..20

Acronyms
AMM Amhara Mass Media
UN United Nations
UNDP United Nation Development Program
WB World Bank
 Acknowledgment

My sincere utmost gratitude goes to my Advisor Dr. Bamlak Yideg for his professional support and guidance that
made this work possible. I am also indebted to all participants that made this study possible in sharing their
thoughts and experience for me. My earnest special thanks go to my family. Their love is source of inspiration and
joy wherever I am. Finally, my deepest thankful goes to Sheh Ali Ahmed and All members of my family for their
unwavering love and prayer. Above all, I thank Almighty Allah for making everything possible for me.
 Abstract

Media can been identified as an essential tool in promoting good governance. The role of Media to Promote Good
Governance is a particular problem in the democratization process in Ethiopia. The aim of this study is to find out
the role of media to promote good governance in Gondar city, Amhara regional state, Ethiopia. Findings show that
if the media is play its own role effectively, it can promote good governance through disclosure and exposure of
government hidden activities or practices, publicizing citizen needs and wants and requirements, practices of the
impacts of government policies and actions through media. 13 individuals were selected as the sample of the study.
Researcher used qualitative research approach with interview. The findings of the study shows that government
interference on media programs and contents, government restrict regulations, less coverage of program on good
governance, lack of awareness, lack of active involvement of public in media concerning good governance issue,
high government officials are deliberately limited from embracing questions.

The studies have also Assessed the actual practice of media for promote of element of good governance is weak.
Accordingly, the study reveals that Media used guiding principle the element of Good governance. The result was
under interview and identify the kind of relationship that media has with government and the public. Accordingly, it
opens that there is weak relationship of media with public but the relation with the government was not positive.
The challenge faces Amhara Television roles to promote good governance is lack of awareness, lack of active
involvement public media concerning good governance issue, high government officials are deliberately limited
from embracing questions, influence of government on media content and programs, government extremis restrict
regulations were the challenges that the role of media to promote good governance in Gondar City. The overall
objective of the study was to assess the role of media to promoting good governance in Gondar City on Amhara
Television. The data obtained through interview, data analysis and from in-depth interview questions where
analyzed qualitatively description and narrations have made. From the study, the concept focused on the role of
media to promote good governance has gained significant attention in Gondar City and Ethiopia was no exception.
1. INTRODUCTION

1. 1. Background of the STUDY

The word „media‟ derives its meaning from the Latin medium, „which means in the middle‟. In media entrepreneurship the
media, refers to traditional mass communication system and content generators as well as other technologies for mediated
human speech. This would include traditional publishing (newspapers, periodicals, or books), traditional electronic media
(broadcasting, broadband, cable, or satellite), motion pictures, video gaming, recorded music, advertising, and adaptations of
the Internet for any of these media. The term media used to denote a section of the media specially envisioned and designed to
reach a very large audience such as population of a nation state it has coined in the 1920 with the advent of nationwide radio
networks, mass circulation newspaper and magazines, although media was present countries become the term common. Thus,
media refers various means of communication, its aim to reach a very large population, such as the entire population of
country. By contrast, local media covers a much smaller population of locality or demographic groups. Media” (plural of
medium) means „that by which something is done, Thus media refers to various means of communication. Media aims to
reach a very large population, such as the entire population of a country. The notion of “mass media” was generally restricted
to print media up until the Second World War, when radio, television and video were introduce. „Mass media‟ as the name
suggests is the media which reach the mass spread over a vast area simultaneously. Any media that multiplies massages and
takes it to a large number of people simultaneously is called „Mass Media, Bastinade G Henrico (2008).

According to a Dutton et al, (1998) mass medium is generally classified as ‘one-to-many’ communication - ‘one’ person (such
as the author of a book, the creators of a television program or a film director), communicates many people (the audience) at
the same time in a way that is largely impersonal; that is, the communication is one-way Dutton et al(1998). Mass media are
the means that used to communicate the public. The role of media in promoting good governance is very essential to promote
accountability, transparency and human and democratic rights in good governance and independent media within the society.
When media becomes independent to monitor, discover and criticizes the public administration’s policies and actions can
create good governance. Within independent media, there is nothing to hide and based on the regulations of the media, they
improve their activities so this shows a strong relationship between the functions of the media and good governance. The
media allow for continues checks and evaluations by the people the activities of government help to bringing public issues and
voices in to the open by providing a plan for discussion now day the world face a serious challenges in promoting
governance, democracy, transparency , press freedom and economic development. The history of media in Ethiopia goes
back to one hundred years. In its history, the media in Ethiopia all were controlled by the government and even now certain
private Medias are under the influences of the strict laws of the government. This shows that Medias are the main instruments
of government to convey and communicate with the people Now a day’s the media have relative freedoms both the private
and government media are comparatively the engagement of the media in the promotion of good governance is not practices
at the expected level.

The media was under the complete control of the government and freedom of the press of the media was negative concept, it
could concluded that media as an institution failed the role it could have played in promoting good governance during the
Emperor regime. Even in the Derg Regime, the role of media was the same as that of the Emperor regime. The media was
even under more strict control of the government and censorship was one of the defining characters of the regime.
Comparatively, after the coming into power of the current regime in 1992,the media engaged with the disclosure of
information not necessarily approved by the government. Primarily, the 1995 Constitution of Ethiopia recognizes the
media the freedom from press and institutional protection for its effective operation and affirms the right of the people to
seek, receive and impart information of all kinds regardless of any criteria(the constitution of Ethiopia,1995). The media
as an important political institution in democracies provides a source of information for citizens. One influential way the
media could shape public opinion is by selecting and presenting information in a particular manner (Iyengar, 1994). Previous
scholars on public opinion have revealed that citizens’ attitudes can influenced significantly by how media frame political
controversies (Chong & Druckman, 2007a; 2007b; de Vreese, 2005).

Good Governance: The terms governance and good governance has defined in many way but it lacks uniformity. These
definitions are based on normative assumptions about new decision should be made within organization and the functioning of
formal and informal structure for implementing such decision. The Governance is complex and multi-faceted concept that is
difficult to define in precise ways. There is still no clear-cut unanimity as to its meaning among them. Scholars have defined
the term governance from different approaches However, simply speaking, governance is the process of decision making and
the process by which decisions are implemented (or not implemented). Tahir Naveed defines governance as the management
of resources, and organization of individuals and groups into formal and informal bodies and institutions and businesses,
through social, political, administrative and economic mechanisms. The World Bank sees governance in two related slightly
different ways. Primarily the emphasis is on ‘how political power is exercised to manage a nation’s affairs’. In the second
instance, World Bank defines the term in a broader sense. It sees governance as the “use of power in the management of a
country’s economic and social resources for development”. Human development report 2002 of United Nations has given a
new perspective to governance by terming it as democratic governance; which is essential for better human development. The
democratic governance encompasses the respecting people’s human rights and freedom, say in decision making, which effect
their lives and holding decisions makers accountable. It attempts at making the economic and social policies more responsive
to the people’s needs.
According to Michael Johnston, Good governance is “A competent management of a country’s resources and affairs in a
manner that is open, transparent, accountable, equitable and responsive to people’s needs. “For good governance, the presence
of five variables is mandatory. These are political freedom, constitutional and judicial protection. Good governance is an
approach to government that is committed to creating a system founded in justice and peace that protects individual’s human
rights and civil liberties and rule of law is exemplified by impartial legal systems that protect the human rights and civil
liberties of all citizens, particularly minorities.(Michael Johnston).

Furthermore other scholar define Good governance is necessary for countries sustainable development. The media, as an
important information source, play a huge role to build democracy and better good governance. Actors involved in good
governance are as scholars, government officials, and international development organizations confront such challenges by
discovering and understanding governance within their wants and areas of work. The best example which strength the above
ideas is, Fukuyama (2013), shows that a government’s ability to make and enforce rules, and to deliver public services,
regardless of whether the government is undemocratic or democratic. From the viewpoint of the United Nations
Development Programmer, good governance, in relation with democracy and the rule of law, is important for continues
development including sustained and include economic growth, social development, environmental protection and the
eradication of poverty and hunger (UNDP,2014).

1.2 Statement of the problem

Ethiopia has one of Developing countries were a poor governance experiences under different political system which was
cutting content of media program, until very recently when introduced independent press of media and recognition of
importance free press in democracy by the gain the media agenda 16. Currently, the government has announce that good
governance as the priority concern for build democracy and development of the country, this media has expected to watchdog
role for government and society by bring information related to good governance in order to create the government
transparency, accountability, responsibility, rule of law, predictability, inclusiveness and hospitality to address the society 17.

The government , view daily politics and politicians in Ethiopia spend almost faulty listen radio and watch information
televise-on, this is an obvious indication the people rely heavily on portray in the news, but most media in Ethiopia dominated
under hand of government and hard to know the information you are receive from reliable and unbiased source 18.

Due these most media now, a day was in the hand of the government. It indicates the political holder cut with information in
order to use for the interest the government and the role of media become biased. However, the Ethiopian governments on
media are playing such vital role was not well addressed. Amhara Television one of the government owned media and like
other government sponsored media it has the above-mentioned problems, therefore, the researcher is appropriate and
important to examine the role of this media in promotes the issue of good governance.

Media has a great role to promoting good governance and serves as a primary source of information to the people in the world
so it serves as a channel to communicate people and government. In addition, it is very importance to realize and implement
the components of good governance in one country. The role of media is to function as a civic forum for political debate,
facilitating informed citizens’ political knowledge and political efficacy (Dahlgren, 1995). The media provide a public sphere
where citizens can discuss issues and events, acting as a channel between the governors and the governed (Habermas, 2006).

According to Norris (2006), the media have three key roles in contributing to democratization and good governance. Among
the most vital functions of media is to act as a watchdog over the powerful, promoting accountability, transparency and public
scrutiny. The second important role of media is to function as a civic forum for political debate, facilitating informed electoral
choices and actions; and the third function is to act as an agenda setter for policy makers, strengthening government
responsiveness for instance to social problems and to exclusion. In a democratic country, citizens have the rights to express
their opinion freely. Regarding the relationship between press freedom and democracy, Beet ham and Boyle (2009) stressed
that freedom of the press is essential in a democracy. They stated “The press plays a role in the political training of citizens
and democratic culture by informing the scope of public policies, the management and conduct of affairs by those responsible
at both the State and grass-roots level, by providing and offering the members of the community as means of communicating
with each other” (Beetham and Boyle, 2009). No one think about good governance (democracy) without involvement of
active participation of citizens. As a civic forum, we assume that the news media should function at the most general level as
a conduit providing government and the governed with opportunities to communicate effectively with each other. In this
regard, the news media serves as an essential linkage connecting horizontally between political actors and vertically between
these actors and the electorate. The process of communications is important at any stage of the political cycle but particularly
during election campaigns, when citizens have the greatest opportunities to influence the political process and choose the
government (Dahlgren and Sparks, 1995). Now people have great interests to use different types of media in order to access
information in the day-to-day occurrences of the world, so the role of media has not substitutable to spread any kind of
information. Persons understanding about ideas are the result of their credence and the development of formation is the result
of media. In addition, media involvement has a great impact on both the government and other people thus who violate the
principles of good governance. For that matter, the media was play a great role in supporting the government in the
enforcement, protection and promotion of good governance. Because of this, investigating benefaction of the role of media to
the promotion of good governance is very essential. However, in Ethiopia, it is not common to see both private and public
media institutions everyone can participate in good governance discussions programs. When the government monopolized the
media, media has not role to promote good governance. Seble Teweldebirhan indicated the research the relationship between
media and human rights; one of the strength of her researcher was that the media was play a great role in supporting the role
of the government in the enforcement, protection and promotion of international human rights law and media involvement. In
addition, has a great deterrence effect on both the government and any other body who may have an intention or a plan to
violate human rights. One of the limitations of this research was only by respecting human rights good governance was not
establish in one country rather all elements of good governance must be included. Nega Getie also conducted his research on
the role of mass media in promoting good governance; the strength of his research was show mass media has its own role to
promote good governance. One of the limitations of his research was only one FM Radio station program was not enough to
taught the people about good governance the therefore; the problem of these researches are the presence of knowledge gabs.
Due to that there was a gap related to enough knowledge and researches to solve the role of media to promote good
governance. So the purpose of this research was to fill the knowledge gap how the role of media to promote good governance
in Gondar city. One of the reason that researchers has initiated to know what factors that affect media coverage in good
governance are. The media was design based on government interest, its transmission was focus on government policies and
strategies whereas the interests, and problems of the people have not a place. The other affairs that initiate the researchers to
conduct this research.

Similarly, there are no more researches to conduct previously to assess the role of media to promote good governance in
Gondar City. In addition to this, there is a knowledge gap among the society regarding to the role of media to promote good
governance. Generally, the above-mentioned problems were initiate to conduct this research thesis.

1.3 General objective of the study

The general objective of the study is the role of government and private media to promote good governance in Gondar city.

1.3.1 Specific objectives

1. Exploring the role of media for the development of good governance

2. Describe the gap between media and government laws in relation to promote good governance

3. Identify the challenges faced by the media with regard to the promotion of good governance

4. To identify a solution that might facilitate the effort of the media in the promotion good governance in Gondar city.

1.4 Research Questions

1. What mechanisms are important to explain the role of media to promote good governance?

2. What are the main challenges both the government and private media face problems to promote good governance?

3. What are the practical contributions of the media in advancing the promotion of good governance in Gondar city?

1.5 Significance of the study

The study has an essential role to show the beneficiation of media to promote good governance and it indicates that the
presence of independent media sector is very vital to facilitate good governance within the societies. People, government,
different institutions, agencies and sectors are benefits from this research. This also show media serves, as a bridge between
the people and the government to communicate each other because of this media is the main sources of information both the
public and the government. The study was support the new researcher who could conduct new research on related study with
in the role of media to promote good governance in Ethiopia especially in Gondar city.
1.6 Scope of the study
The study was focus on the objectives of the role of the media to promote good governance both private and governmental
medias in Gondar city. Because in Gondar city ethnic conflict, group conflicts, breakdown of rule of laws and violation of
rights are common, of time and resource limitations, the research was focus on Amhara Mass Media institution.

1.7 Limitations of the study

In the development of media, the professional ethics of the media employee both the government and the private media
institutions are more challenges towards the role of media to promote good governance in Ethiopia particularly in Gondar city.
In addition to the above challenges, the journalists also fears to write real news because of the government media laws, the
writers cannot access enough and accurate documents and datum from different institutions. The people might not have the
chances to have electronic media, the way in which to critics the government activities of the media also the other problems
that affect the role of media to promote good governance.

1.8 Organization of the thesis

This research has five chapters. The first chapter of the research was introduced the background, statement of the problem,
objectives of the study, scope of the study, significance of the study and limitation of the study. The second chapter deals with
review of related literature that concern with concepts and theoretical framework. Chapter 3 was discuss about the target of
the research that is qualitative methodology to know more about the perception of the target population, descriptive design,
method of data collection, methods of data analysis. Chapter 4 was contain the results and discussions of the data and chapter
five was contains conclusions and recommendations of the research.

CHAPTER TWO

2 Review Literature
2.1 Meaning of Media

A medium is a ‘channel of communication’ - a means through which people send and receive information. The printed word,
for example, is a medium; when we read a newspaper or magazine, something was communicate to us in some way. Similarly,
electronic forms of communication - television, telephones, film and such like - are media (the plural of medium) (Livesey,
2011). Mass media, therefore, refer to channels of communication that involve transmitting information in some way, shape to
large numbers of people (Ibid). This definition, however, lacks to specify the exact minimum number to be called as a “large
number” which would qualify as a “mass”.

A mass medium (such as television) is generally classified as ‘one-to-many’ communication - ‘one’ person, communicates to
many people (the audience) “at the same time” in a way that is largely impersonal; that is, the communication is one-way, in
the sense that those communicating a message to an audience don’t receive simultaneous feedback from that audience
(Livesey, 2011).

2.2 Characteristics of Mass Media

According to Dutton et al (1998) suggest that traditionally the mass media has differentiated from other types of
communication, such as interpersonal communication that occurs on a one-to-one basis, in terms of four essential
characteristics:

1. Distance: Communication between those who send and receive messages (media-speak for information) is impersonal,
lacks immediacy and is one way (from the producer/creator of the information to the consumer/audience). When I watch a
film, for example, no matter how emotionally involved I become in the action, I cannot directly affect what is unfolding on the
screen.

2. Technology: Mass communication requires a vehicle, such as a television receiver, a method of printing so forth allows
messages to be send and received.

3. Scale: One feature of a mass medium, as we have noted, is it involves simultaneous communication with many people.

4. Commodity: An interesting feature of mass communication is that it comes at a price. I can watch football on TV, for
example, if I can afford a television, a license fee (to watch BBC or ITV) or a subscription to something like Sky Sports if it’s
on satellite or cable. Crosbie (2002) on the other hand argues that mass media have characteristics that, when combined, make
them very different to other forms of mass media. These include - Technology: They cannot exist without the appropriate
(computer) technology. Personalization: vast numbers of people can simultaneously deliver individualized messages (either
tailored to the particular needs of those receiving them or having the appearance of being so constructed). Collective control:
Each person in a network has, potentially, the ability to share, shape and change the content of the information being
exchanged (Crosbie, 2002). In fast-changing media and communication environments, more people connected to than ever
before. While most acknowledge that the influence and impact of changing media and communication on governance
outcomes is growing, the degree to which new media landscapes are contributing to more informed, peaceful and accountable
societies remain in questions. For some, increasingly networked young, educated and information-empowered global citizens
have the potential to be democratically, socially and economically transformative. For others, increasingly fragmented and
co-opted media and communication environments are deserving political polarization, extremism and violence.

2.3The Role of Media

Brain McNair (2011) stated five functions of the media in societies that he called an ideal type democratic society. These are;
(1) informing citizens of what is happening around them (‘surveillance’ or ‘monitoring’ functions),

(2) Educating citizens as to the meaning and significance of the ‘facts’

(3) Providing a platform for public political discourse and facilitating ‘public opinion’ formation

(4) Giving publicity to governmental and political institutions, and

(5) Serving as a channel for the advocacy of political viewpoints (McNair, 2011).

On the other hand, Christians et al, (2009) suggested that Media’s democratic functions could be summarized under four
broad roles; monitorial, facilitative, radical and collaborative. From the above four roles of media, the facilitative role of
media fits with our topic. Curran, (2002) in his book Media and Power documents that the watchdog role of the media is
protective in that they divulge any wrong deeds that may have a detrimental effect on democracy. However, he writes, the
media could also be an agency of information and debate which facilitates a better functioning of democracy. ‘The media
provide a forum for debate in which people can identify problems, propose solutions, reach an agreement and guide the public
direction of society’ (Curran, 2002). Since democracy assumes an active public concerned about political issues and
discussions in order to best influence decision-making, it is normative that the media should serve the role of facilitating the
public debate. In the same vein, Merritt and McCombs contend that for self-government and a discussion on problems with
solutions, democratic society needs information that is relevant and that could share by among the citizenry, and a forum to
relied upon for the discussion of the implications of the information. They assert that these functions—information and to
forum—could only provide by journalists (Merritt and McCombs, 2004). Focusing on how this role should be carried out in
accordance with the fundamental principles of journalism, Kovach & Rosenstein wrote “Yet in a new age, it is more
important, not less, that this public discussion be built on the same principle as the rest of journalism, starting with
truthfulness, facts, and verification. A debate steeped in prejudice and supposition only inflames”. (Kovach and Rosenstiel,
2007).

Principles of Journalism Bill Kovach and Tom Rosenstein published a book in 2007 entitled “The Elements of Journalism”.
In it, there are nine principles of journalism. The book was written largely based on the research and teachings of the
Committee of Concerned Journalists — a consortium of reporters, editors, producers, publishers, owners, and academics that
for 10 years facilitated a discussion among thousands of journalists about what they did, how they did it, and why it was
important. Below are stated the nine principles of journalism: (Kovach and Rosenstiel, 2007)

A. Journalism's first obligation is, to tell the truth it is actually more helpful and more realistic, to understand journalistic truth
as a process- or continuing journey toward understanding-, which begins with the first-day stories and builds over time. The
truth here, in other words, is a complicated and sometimes contradictory phenomenon, but seen as a process over time,
journalism can get at it. It attempts to get at the truth in a confused world by stripping information first of any attached
misinformation, disinformation, or self-promoting information and then letting the community react, and the sorting out
process ensues. The search for truth becomes a conversation. Rather than rushing to add context and interpretation, the press
needs to concentrate on synthesis and verification (Ibid).

B. Journalism's first loyalty is to citizens Rather than selling customers content, news people are building a relationship with
their audience based on their values, on their judgment, authority, courage, professionalism, and commitment to the
community. Providing this creates a bond with the public, which the news organization then rents to advertisers (Ibid).

C. The essence of journalism is a discipline of verification. A more conscious discipline of verification is the best antidote to
the old journalism of verification overrun by a new journalism of assertion, and it would provide citizens with a basis for
relying on journalistic accounts. We began to see a core set of concepts that form the foundation of the discipline of
verification. 1) Never add anything that was not there. 2) Never deceive the audience. 3) Be transparent about your methods
and motives. 4) Rely on your own original reporting and 5) Exercise humility (Ibid).

D. Journalists must maintain an independence from those they cover Being impartial or neutral is not a core principle of
journalism. Impartiality was never what was mean by objectivity. The critical step in pursuing truthfulness and informing
citizens is not neutrality but independence. This applies even to those who work in the realm of opinion, criticism, and
commentary. It is this independence of spirit and mind, rather than neutrality, which journalists must keep in focus. Their
credibility is rooted instead in the same dedication to accuracy, verification, the larger public interest, and a desire to inform
that all other journalists subscribe to (Ibid). In the end, it is good judgment, and an abiding commitment to the principle of the
first allegiance to citizens, that separates the journalist from the partisan. Having an opinion is not only allowable, not only
natural, but it is valuable to the natural skepticism with which any good reporter approaches a story. However, a journalist
must be smart enough and honest enough to recognize that opinion must be based on something more substantial than
personal beliefs if it is to be of journalistic use (Ibid)
E. Journalists must serve as an independent monitor of power the watchdog principle means more than simply monitoring
government, but extends to all the powerful institutions in society. As firmly as journalists believe in it, the watchdog
principle is often misunderstood. The concept is deeper and more nuanced than the literal sense of afflicting or comforting
would suggest. As history showed us, it more properly means watching over the powerful few in society on behalf of the
many to guard against tyranny. (Ibid).

F. Journalists must make the significant interesting and relevant Storytelling and information are not contradictory. They are
better to understood as two points on a continuum of communicating. Most journalism, like most communication, exists in the
middle. The journalists' task is to find the way to make the significant interesting for each story and finding the right mix of
the serious and the less serious that offers an account of the day. Perhaps it was best understand by this way: Journalism is
storytelling with a purpose. That purpose is to provide people with information they need to understand the world. The first
challenge is finding the information that people need to live their lives. The second is to make it meaningful, relevant, and
engaging (Ibid).
G. Journalists should keep the news in proportion and make it comprehensive Journalism is our modern cartography. It creates
a map for citizens to navigate society. This is its utility and its economic reason for being. As with any map, journalism's
value depends on its completeness and proportionality. Journalists who devote far more time and space to a sensational trial or
celebrity scandal than they know it deserves- because they think, it will sell are like cartographers who drew England and
Spain the size of Greenland because it was popular. It may make short-term economic sense but it misleads the traveler and
eventually destroys the credibility of the mapmaker. The journalist who writes what "she just! Mows to be true," without
really checking first, is the artist who draws sea monsters in the distant corners of the New World (Ibid).

H. Journalists have an obligation to personal conscience every journalist- from the newsroom to the boardroom- must have a
personal sense of ethics and responsibility-a moral compass. What's more, they have a responsibility to voice their personal
conscience out aloud and allow others around them to do so as well. (Ibid).

I. Journalism must provide a forum for public criticism and comment this forum function of the press would make it possible
to create a democracy even in a large, diverse country by encouraging what James Madison and others considered the basis
upon which democracy would stand compromise, compromise, compromise... In the new age of media, it is more incumbent
on those providing us with journalism that they decipher the spin and lies of commercialized argument, lobbying, and political
propaganda .... it is more important, not less, that this public discussion be built on the same principles as the rest of
journalism starting with truthfulness, facts, and verification. The problem with the argument culture-the diminished the level
of reporting, the devaluing of experts, the emphasis on a narrow range of blockbuster stories, and the emphasis on an
oversimplified, polarized debate is that it tends to disenfranchise people from the discussion that the media not only are
supposed to support but need for their own survival. Making politics into a shouting match drives people away from the
media. The press has a stake in that discussion being inclusive and nuanced, and an accurate reflection of where the debate in
society actually exists, as well as where the points of agreement are (Ibid

Access to internet and mobile phones is rising rapidly, not least in fragile states, but radio and TV remain the key sources of
information for most people. Over the last couple of decades, powerful changes in media markets have had a substantial
impact on patterns of information, communication and governance: the number of media stations has rapidly increased
(Afghanistan alone is now home to 75 terrestrial TV and 175 FM radio stations). Media environments have become
increasingly fracture, with more stations catering for specific ethnic, linguistic or religious communities; advertising models
are often unable to sustain quality journalism; and, in many countries, it is increasingly hard to see how the market can
support inclusive media that reaches across divides. Political, religious, ethnic or other factional actors have stepped in,
supporting media outlets to promote their agendas. For much of modern democratic history, media has been considere by one
of the most powerful agents of democratic accountability. Extensive empirical research has demonstrated the connection
between a free press and good governance, including the association between access to balanced, independent programming
and improved knowledge and political participation. However, since the Rwandan genocide and the Balkan wars researchers
have devoted increasing attention to the links between media, fragility and violent conflict. More recently, an emerging
evidence base has shown the ability of media interventions to reduce polarization. This shows when the media become ethical,
respect the laws of the country; they serve as a bridge between the people and the government to promote good governance.

A medium is a ‘channel of communication’ - a means through which people send and receive information. The printed word,
for example, is a medium; when we read a newspaper or magazine, something was communicate by us in some way.
Similarly, electronic forms of communication - television, telephones, film and such like - are media (the plural of medium)
(Livesey, 2011). Media, therefore, refer to channels of communication that involve transmitting information in some people
with people and government to people. A mass medium is generally classified as ‘one-to-many’ communication - ‘one’ person
(such as the author of a book, the creators of a television program or a film director), communicates too many people (the
audience) “at the same time” in a way that is largely impersonal; that is, the communication is one-way. In the sense that those
communicating a message to an audience do not receive simultaneous feedback from that audience (Livesey, 2011).
Therefore, refer to channels of communication that involve transmitting information in some people with people and
government to people.

2.4 Local Medias

Local media undertakes a mission just like capillary vessels of the society in the flow of information, which occurs from
center to the environment, from environment to the center. With gradual spreading of newly communication technologies such
as internet and satellite broadcasting, local media organs both transfer new and information to human beings faster and
performs a more effective task as a public organ. In Turkey, the local media which is called as Anatolian media or country
media may provide significant contributions to the healthily formation of local public opinion, the spreading of democracy
from local to general aspects, its internalization and its healthy operation. On the base of saying Anatolian media to the local
media, there is the ideal of uniting, integrative and in other words, there is national unity and solidarity which becomes
concrete with the word Anatolian (Turan, 1992,92). The pioneers of local media in Turkey are Vilayet (Province) newspapers.
On November 7, 1864, the Ottoman who transform to provincial system from the state system encouraged the issue of
newspapers in every province. Those newspapers not only published the official announcements but also employed the
bureaucrats of the time who are intellectuals of that time as journalists and authors; issued publications related to the local
problems and developments and made quotations from foreign newspapers. The local media made numerous definitions.
Tütengil (1966,63) emphasized that Turkish media could be divided into two such as national media and regional media and
defined the regional media as following: print media and electronic media.

Media have role do a watchdog and corrective, for the task to be accomplish free and independent journalists and the status
and plurality of media are vital for promote good governance. Because media have using bridge between government and
people to address information, but most of Ethiopian media more influence to doing role of government and most of journalist
have influence by government officials and to the future if do have bias information inform the people.

2.5 Meaning of Good Governance

Governance is define as the manner in which power is exercise in the management of a country’s economic and social
resources. The World Bank (2002) has identified three distinct aspects of governance: 1) The form of political regime, 2) The
process by which authority is exercise in the management of a country’s government to design, formulate and implement
policies and discharge functions. UNDP conceptualizes governance as the exercise of economic, political and administrative
authority to manage a country’s affairs at all levels. It comprises the mechanisms, processes and institutions through which
citizens and groups articulate their interests‟ exercise their legal rights met their obligations and mediate their differences.
Going beyond the mediating role, another document of UNDP embraces the definition of governance from political
dimension. According to this, “Governance is a political issue. It deals with power relations between central and local
governments, between various actors in society (government, private sector and citizens) and between donor agencies and
countries in which they work”. (UNDP- Paragon, 2002). The meaning of governance could also defined as the sum of
cumulative practice of behavior and attitude of the government as seen in the manner they create and use the said evolutionary
instruments. Form, style, systems, methods and procedures of government generally reflect the pattern of governance in a
nation or city. The quality and effectiveness of governance depend mostly on how judiciously the government uses the said
instruments to help people achieve the ultimate goal of their progress - justice, equity and peace (IDPAA PRIA, 2001). In the
present era, the terms „governance‟ and „good governance‟ are being increasingly used in development literature. Bad
governance is being increasingly regarded as one of the root causes of all-evil within our societies. Most of the donors and
international financial institutions are increasingly basing their aid and loans on the condition that reforms that ensure “good
governance” are undertaken. There is common tendency to use „governance‟ as a synonym for „government‟ by whom. This
confusion of terms can have unfortunate consequences (Plumptre and Grahm, 1999). Usually, governance means government
plus something else: public policies, institutions, and a system of economic relationships or a role for the non- governmental
sector in the business of the state (Smith, 2007). Furthermore, Governance have been defined as a network of private non -
governmental bodies that have a role to play in the formulation and implementation of public policy and the delivery of public
services. Governance is government plus the private and third (not for profit) sectors (Smith, 2007). However, government is
one of the most important actors in governance. Good governance is not only for a type of government and its related
political values but also for certain kinds of additional components. It implies government that is democratically organized by
within a democratic political culture and with efficient administrative organizations, plus the right policies, particularly in the
economic sphere (Smith, 2007). At the constitutional level, good governance requires changes that will strengthen the
accountability of political leaders to the people, ensure respect for human rights, strengthen the rule of law and decentralize
political authority. At the political and organizational level, good governance requires three attributes that are common to the
governance agenda of most aid agencies: political pluralism, opportunities for extensive participation in politics, and
uprightness and incorruptibility in the use of public powers and offices by servants of the state. At another level of
understanding is Administration. Administratively, good governance requires accountable and transparent public
administration; and effective public management, including a capacity to design good policies as well as to implement them
(Smith, 2007). The UNDP defined good governance as: “The exercise of political, economic and administrative authority to
manage a nation’s affairs is the complex mechanisms, processes, relationships through which groups articulate their interests,
exercise their rights and obligations and mediate their differences (Ncube, 2005).

2.6 Components of Good Governance

Good governance generally implies a number of institutions, which regulate the behavior of public bodies, stimulate citizens,
participation in government and control public- private relations (Villadsen, 1999). Good governance has several major
components. Those components assure the minimization of corruptions. Good governance is responsive to the present and
future needs of society. For better understanding of good governance, it is necessary to know what poor or bad governance is.
A World Bank booklet lucidly summarized the major symptoms of poor governance. These are: 1) Failure to make clear
separation between what is public and what is private hence a tendency to steal. 2) Failure to establish a predictable
framework of law and government behavior conducive to development or arbitrariness in the application of rules and laws 3)
Executive rules, regulations, licensing requirements and so forth, which impede, functioning of markets and encourage rent
seeking. 4) Priorities, inconsistent with development, resulting in a misallocation of resources. 5) Excessively narrow based
or non-transparent decision-making. The other symptoms of poor governance are “excessive costs, poor service to the public
and failure to achieve the aims of policy. The main elements of good governance are: a) Accountability b) Participation c)
Rule of law d) Consensus oriented e) Respect for human rights f) Judicial Independence g) Transparency h) Abuses of
corruption i) Freedom of information j) Administrative competence k) Administrative neutrality: merit-based public service
(Plumptre and Grahm, 19s99).

Accountability Participation Rule of law, Consensus Respect for human rights Judicial independent

Transparency, Abuses of corruption, freedom of information Administrative competence Administrative neutrality

2.7 Theories of good governance

Understanding the role of mass media in good governance requires as thorough examination of several theoretical concepts.
Therefore, this literature review includes the evolving debates on the role of mass media in fostering good governance.
Therefore, to understanding this more elaborate with social responsibility press theory, priming theory and framing theories..

2.7.1. Social Responsibility Press Theory s

The social responsibility press theory owes its origin to a project requested by the founder of Time magazine. At this time, it
was believed that the first amendment freedoms were being increasingly threatened by the rise of totalitarian regimes
throughout the world.96 This is the responsible the pubic properly disseminate information, this case the theory makes
transparent and accountable to the public help to enhance good governance97.

These theories the media has adequate information for the media for to make it capable of self-government, safeguarding the
rights of individuals by serving as a watchdog against the government, providing entertainment and maintain its own self-
sufficiency to be free from the pressure of special interest.

2.7.2 Priming theory

Closely connected to the role of media with agenda setting in priming strategy, this refers to the fact that one piece of media
information affect how we react and interpret subsequent pieces of information be changing our peer. This therefore means
that news media can influence the criteria by which political candidate are judge by calling attention to some issue and
ignoring others before the speech of candidate.

Schematic thinking forms the basis of priming, when evaluating new information and schemata that are most reading
accessible or available in memory now rather than conduct a complete and compressive search and examination of
information. Therefore, a schema may be readily accusable to the individual either because it has recently been
activated.100for good governance and democracy to be sustained priming by news of mass media should be an agenda setting
of public opinion that would help to growth of democracy, one of the role of media agenda setting in order to fostering good
governance.101

2.7.3. Framing Theory

Framing is another theory, which explains the consequence of schematic thinking. It refers to the frame of reference within
which an issue is explained, described and presented.102It is a process of “interpreting and expressing” a person’s subjective
understanding of an event or issue in relation to the person’s “immediate environment”103.

Frame involves selection and salience. To frame means to select some aspect of a perceived reality and make them more
salient in a communicating text in such a way as to promote to particular issue when scholars attempt to conceptualize the
frame or framing, there are pitfalls. Thus, it might be difficult for to generate a universal statement of framing theory to
demonstrate exactly how frames are embodied across contexts as well as how media frames influences good governance.
Second, the effect of framing could be various based on different conceptualization of framing. Third, the majority of framing
studies interchangeably employ these key terms “frame” and “framing” without clearly distinguish the exact meaning of each
concept.104

In fact, scholars have conceptualizing framing in a number of ways. Refers frame to the “words, images, phrases and
presentation styles”, which the media usually can use to construct news stories.105 By virtue of placing emphasis on certain
elements of an issue, a frame provides an approach understand or interpret certain events or issues. On the other hand argues
that the element of media frames become different as changes are displayed in kales do scope realities, in which observation
are framed and categorized”106

In terms of contents, where framing occurs employees frames in more descriptive manner that is frames can be employed by
audiences as “interpretative schema” to interpret and discuss an event; by journalists to reduce complex issues in to interesting
news stories by politicians to define policy stances and reach potential voters, by experts to exchange viewpoints with citizens.
After reviewing the preview researched about framing, the way that communication scholars use the term frame can classified
in to two main categories. First a media frame refers to the words, images, metaphors, phrases and presentation styles that a
speaker or uses when disseminating information about an event to the citizen.

Second, an individual frame refers to an individual’s cognitive understanding of a given situation or an even the focus of this
thesis is on how the process of media frames concerned with governance issues. In order to capture how media frames good
governance, this study would conducted to understand the relationship between media and good governance. Governance is
concerned with how rules affect political action and the prospects of solving given society problems, thus based on literature
about governance and the literature in media framing this study would examine how media frames governance issue.

2.8 Media’s Role in Good Governance

In order to strengthen governance in developing countries, effectiveness of the media has suggested. However, the extent to
which media can contribute to governance rests on its ability to coordinate and focus more on investigative journalism (The
World Bank, 2009). It also needs to negotiate for access to information and freedom of expression and dissemination through
legislative processes. Critical roles expected of the media in good governance drive include exposure of illegal, corrupt and
unethical activities of the government and its agencies. To this end, it is important for media agents to engage professional and
ethical cadre of investigative news sources (Okoro 2013). It is expected from such approach would engender publication of
information that is well articulated and thoroughly investigated without any fear of harassment. While media role in good
governance is important, it is essential to address possible militating factors such as ownership of media outfit. Media
agencies financed directly or indirectly by political class might be grossly defective in playing role of disseminating useful
information, exposure of corrupt practices and provision of adequate and well investigative information for public
consumption. In such cases, good governance would defined by the media subject to the interest of their sponsors. As
highlighted by World Bank (2009) the relevance of the mass media is the distinction between private and public ownership of
the media system, and the need for improved protection and security of media staff (reporters and journalists) in their bid to
investigate and expose corrupt practices and activities in countries. The role of an independent media does not only raise
public awareness about corruption and unethical behaviors, it also exposes their causes, consequences, and impact on
democratic and political process in a country. The role of the media is essential in promoting good governance and
discouraging, controlling, and curbing corruption in a political system. Historically, the root of corruption and unethical
practices are implmented by in the social and cultural history, political, and economic inheritance of many developing nations.
Consequently, the presence of investigative media structure is critical to sustain political governance. The important role of
media in good governance could demonstrated with an increase in atmosphere of transparency. Thus, media agents are
expected to liaise with governance agencies in a mutually reinforcing manner. This, as noted by World Bank (2000) would
ensure the achievement of national objectives that serve the interest of disparate communities. Okoro (2013) substantiate that
citizens depend on the media for an understanding of issues, it would be appropriate that the mass media, as watchdogs, are
involved or have access to policy formation and implementation processes in countries where leadership credibility is either
questionable or nonexistent. It is noteworthy that some sustainable development policies of governments are complex or even
challenging to the citizenry; therefore, it is important to allow the media to analyze program objectives. In the wake of
democratic reforms in the newly independent African nations towards sustainable political agenda, research on democracy,
development, and media demonstrated that all forms of media should embark on the fundamental role of analyzing and
evaluating political issues and needs in the region (Nwanko, 2000). Essential to this role is ensuring that political leaders are
accountable and transparent in the performance of their duties. Election processes should be refined and made more rigorous
in order to reduce the tendency to abuse the system by overzealous party members. Recent studies and debates on media and
development clearly indicate that post-independence initiatives in some African countries point to an urgent need for
effectiveness of the mass media to challenge any governance that would support or establish a political environment against
ethnic and social integration. With this objective, sustainability of political development becomes a realistic goal in a
developing continent. For example, more recent events are present in many parts of Africa (Okoro, 2010) demonstrate that
effective use of the media, especially the news media, can improve the quality of governance and foster accountability at all
levels. Studies spanning over three decades have consistently argued for freedom of the press as a pre-requisite for democratic
governance. The media in developed nations are seen as watchdogs of the public interest than as merely conduits of
government agenda and information. The watchdog function of the mass media is protective of stakeholders‟ interest and
ensures that accountability and transparency exist in a democracy. It, therefore, makes sense that political development and
press freedom are inter viewed in the effort to establish stability in a civil society. In advanced democracies, private media
stimulate national reforms by exposing mismanagement and abuses at all levels of government, and reveals corrupt practices
as well as questionable behaviors and standards in public sectors of the economy. Graber (2010), Okigbo (2000), and The
World Bank (2009) strongly indicate that better governance and effective public policy are inseparable and are the foundation
of democracy. Olowu et al. (2002) emphasized that successful capacity building and democratic renewal in Africa is the
function of an independent media. Therefore, the desire for a sustainable political development is realistic as long as it
includes the role of strong and vibrant mass media. The media was under the complete control of the government and freedom
of the press of the media was negative concept that could concluded that media as an institution failed the role it could have
played in promoting good governance during the Emperor regime. Even in the Derg regime the role of media was the same as
that of the Emperor regime. The media was even under more strict control of the government and censorship was one of the
defining characters of the regime. Comparatively, after the coming into power of the current regime in 1992,the media
engaged with the disclosure of information not necessarily approved by the government. Primarily, the 1995 Constitution of
Ethiopia recognizes the media the freedom from press and institutional protection for its effective operation and affirms
the right of the people to seek, receive and impart information of all kinds regardless of any criteria.

2.9 The Relationship between Media and Democracy

In 1998 Ramaphosa noted that “the mass media is one such mechanism, or at least should be, for deepening democracy”. As
to him, “for media to play a constructive role, it needs to be free from any legal or political constraints. It should be protected
by freedoms of speech, association, and publication. It needs to be protected from censorship or banning. It needs, in short, to
be free to say what it likes. It needs to be independent from government control, and needs the institutional capacity to
represent abroad diversity of perspectives and views. Achieving the latter is easier said than done. To an increasing extent in
many countries of the world, the mass media is being owned and controlled by fewer and fewer people (Ramaphosa, 1998).
Governmental regulations could possibly harm press freedoms. In this regard, Miklos claimed that undue legal restrictions
passed by freely elected governments can be almost as oppressive for the press as the dictatorial arbitrariness of the past. This
is especially the case when legal restrictions are created (or misused) with the clear intention of eliminating independent
reporting and opinion. Such malicious media laws might, for example:

 Discriminate against non-state media outlets, in favor of the still-existing state-owned press, for example in the
administration of such spheres as registration, taxation, printing, subscription, and distribution;

 Unfairly control the issue of broadcast licenses;

 Criminalize dissenting views or unwelcome investigative stories;

 Use a selective approach in the application of criminal or civil provisions protecting personal rights (Haraszti, 2008).
Freedom of the press is essential in a democracy. The press plays a role in the political training of citizens and democratic
culture by informing them of the scope of public policies, the management and conduct of affairs by those responsible at both
the State and grass-roots level, by providing and offering the members of the community the means of communicating with
each other (Beetham, C. Boyle, 2009: 148). Quality and self-regulation must not be treated by governments as preconditions
to granting full freedom; on the contrary, ethical journalism can only develop in an atmosphere of guaranteed freedom.
Journalists’ self-restraint must be preceded and accompanied by governmental self-restraint in the handling of media
(Haraszti, 2008).

“The importance of the press in a country is not dependent on the number of newspapers or private radio and television
stations but on the quality of the information provided to the public”. (Boye, 1998). The media, along with other, the civil
society, political parties and, especially, a strong opposition in parliament, is among the democratic institutions and actors.

A free and independent media is important in a democracy as it is the mouthpiece for reaching out to the masses. As modern
societies grow in size and complexity, the media have dominated the arena for communication and public debate. The media
includes radio, television, newspapers, magazines, books and, more recently, the internet and satellite television. The
functions of the media are: (Howard, 2013)

 Information and education: The media has a central role to play in informing and educating the citizens and in providing
accurate information to public consumers. It facilitates intelligent decisions about public policy by hosting debates and
dialogues. This role is especially important during election campaigns when few voters will have the opportunity to see, much
less talk, with candidates in person.

 Advocacy: Media audiences may benefit from various conflicting opinions, in order to obtain a wide range of viewpoints.

 Acting as a watchdog over government and other powerful institutions in society: By holding to a standard of
independence and objectivity, however imperfectly, news media can expose the truth behind the claims of governments and
hold public officials accountable for their actions.

 Setting the agenda: Because the media cannot report on everything, they must choose issues to highlight and which to
ignore. This way the media decides what news is and what is not. These decisions, in turn, influence the public’s perception of
what issues are most important. Chakchouk also suggested the role media plays as “the roles of media and civil society
representatives remain important in providing a platform for citizen voices, and their efforts are necessary to encourage
individuals to engage in public debates. They also have a key watchdog role in monitoring and reporting on governance
issues, and working to preserve the freedoms for citizens through capacity building training and advocacy campaigns”
(Chakchouk, 2015)

The journalists of both legacy and new media have to stand up and ensure respect for a code of ethics and to remain principled
in collecting and disseminating information to the public, doing so without any external pressure or corrupt influences or
allowing themselves to be used as tools of propaganda or for the propagation of rumor. Patterns must change to limit the
influence of the government or of individuals over media content. The number of media, which are free, pluralistic and
independent and the role of society is to promote the safety of the journalists and to provide them with the tools to protect
their integrity is measured by democracy (Ibid).

Media and politics are interdependent. The communication theorist Rosa Maria Alfaro asserted that today the media constitute
a crucial source of civic education and legitimization of democratic power. Political elites legitimize themselves or join
dissident discourses through their interactions with newspapers, magazines, radio, and television. Notions of political
authority, political values and general understanding of a nation’s political institutions are consolidated through the daily
programs of the mass media and particularly via news. The national and international agenda emerge from daily mass media
processes of production and consumption. Both the concept and feeling of the nation and of the world are articulated in the
production and consumption of media (Alfaro, 2006). Overall, using a framework of a free, independent and pluralistic media,
we can paraphrase Peter Dahlgren (2000), who refers to the ‘empirical dimensions’ of civic culture, to highlight in more detail
four of the defining features of the contribution by such media to both democracy and development. These are:

 Providing an inclusive, pluralistic public sphere for imparting relevant knowledge and competencies to citizens about their
own role in the processes of good governance and sustainable development: Free, independent and pluralistic media afford
citizens the opportunity to participate in public life. People must have access to reliable reports, portrayals, analyses,
discussions, debates and so forth about current affairs. Here the media’s role is central. The sources of knowledge and the
materials for the development of competencies must be understandable, communicated in ways that connect with different
groups of people, enabling them to fully participate in public decisions that flow from the necessary social, political and
economic contestations in their societies.

 Inculcating loyalty to democratic values and procedures and thus cultivating civic virtue (participation, solidarity,
tolerance, courage, etc.): Democracy will not function if such virtues as tolerance and willingness to follow democratic
principles and procedures do not have a grounding in everyday life. Even support for the legal system (assuming it is
legitimate) is an expression of such civic virtue. Just what are the best or real democratic values, and how they are applied,
can be the grounds for serious dispute. The media can reinforce the commitment to democratic values by giving sustained
attention to them. As such, they can potentially help to cultivate a culture of respect for the rule of law in which just laws are
upheld by all.

 Personifying the practices, routines, traditions associated with democratic citizenship and sustainable developmental paths:
Democracy and development must be embodied in concrete, recurring practices – individual, group, and collective – relevant
for diverse situations. Such practices help generate personal and social meaning to the ideals of democracy and development,
and they must have an element of the routine about them, if they are to be a part of a civic culture. The interaction among
citizens is a cornerstone of the public sphere, and the kinds of established rules and etiquette that shape such interaction either
promote the practices of public discussion or contribute to their evaporation. Across time, practices become traditions, and
experience becomes a collective memory; today’s democracy and development both need to be able to refer to the past,
without being locked in it.
 Fostering the construction of the kinds of plural identities associated with democratic citizenship: How we define
citizenship is inseparable from how we define democracy and the good society. One can say that the formal status of
citizenship conceptually frames much of political life in modern democracies. The media can do much to strengthen public
perceptions of what it means to be a citizen in a democracy in the context of a pluralistic and uneven global dispensation. The
media can reinforce notions of participation, accountability, solidarity, tolerance, courage, etc. which define democratic
citizenship, and at the same time counter extremism, xenophobia and gender discrimination. What Dahlgren pointed above
about the contribution of media to both democracy and development can be summarized as the provision of platform for
discussions, cultivation of civic virtue, paving the way for citizenship and sustainable developmental paths and advocating
democratic citizenship.

HAPTER THREE
3. RESEARCH METHODOLOGY
This chapter explains the method that used in the collection and analysis of data to answer the primary research questions of
the study. It states the research design, sampling techniques and data collection methods used; and to describe the method how
data collected from the research was analyze. Using qualitative research methods are important to carrying out this research.
However, the overall approach was qualitative because qualitative methods focus on the researchers to understand people and
the social and cultural contexts within which they live (Myers, 2009). With the objective of assessing the role of media to
promote good governance in Gondar city in the Amhara regional state of Ethiopia, the thesis was mainly constructing based
on the following research methods.

3.1 Research Design

The study indicated that all of the major parts of the research study –the samples or groups, measures, treatments or programs
work together in attempt to address the research questions. It can see as actualization of logic in a set of procedures that
increase the validity of the data for a research. Therefore, the study was used qualitative research design to make descriptive
enquiry to the respondents of thes in-depth interview questions to assess the role of media how to promote good governance in
Gondar city.

3.1.1Target population
The target population of this study is the total populations of the Amhara Television workers, chose some individuals in
Gondar city Administration residents in certain kebelles based on purposive method.
3.1.2 Sample size
The sample size is selected based on purposive sampling and the researcher was selected 13 journalists by purposive
methods.

3.1.3 Sampling Techniques

In the study researcher was used purposive sampling because the respondents needed to have knowledge of the program of
television to promote good governances. Therefore, all interviewers used purposive sampling in this research. Purposive
sampling was involved in the organization has purposively chosen particular studying representative the whole sample area of
the study, in Amhara Television 50 workers, among these 30 are journalists and 20 are staff workers. Hence, purposive
sample 13 journalists selected the researcher.

3.2 Ethical consideration

To collect important data from the available sources, the researcher was followed ethical procedures and ethically become
disciplined. This was taken in to consideration the whole works of this study and the researcher must respect ethical
procedures.

3.3 Data Gathering Techniques

The researcher is analysis and interprets data collected from different gathering techniques. The researchers how to use
different ways to analyze and interpret the collected data is determined by the study design of the research. Because of this,
the researcher of this study was used interviews, and in-depth interview questionnaire. The researcher was used both English
and Amharic languages to prepare questionnaire for interviews and the researcher was used English language to interpret the
collected data.

3.3.1 The primary data

3.3.1.1 Interview
It is the collection of intelligence information of research data through questioning of youth, journalists, editors and managers
(respondents). Interviews provide a way of generating data by asking people to talk about their everyday lives. Their main
function is to provide a framework in which respondents can express their own thoughts in their own words. They generally
take the form of a conversation between two people (although they can involve larger groups - focus groups). Since everyone
has the experience of talking to people, there is a tendency to assume that conducting interviews is easy to do and requires
little skill. However, interviews are not just conversations. They are conversations with a purpose - to collect information
about a certain topic or research question. These `conversations' do not just happen by chance; rather they are deliberately set
up and follow certain rules and procedures (Miller and Brewer, 2003, p. 166). In-depth Interview is the most commonly used
data collection approach in qualitative research. This is hardly surprising, given the common concern of qualitative
researchers to understand the meaning people make of their lives from their own perspective. The in-depth interview takes
seriously the notion that people are experts on their own experience and so best able to report how they experienced a
particular event or phenomenon. If we interview different people about the same event or phenomenon, we will inevitably get
a range of perspectives. Where the research question requires it, the perspectives of members of a range of groups, such as
clients and workers, or teachers, students and parents, should obtained (Darlington and Scott 2002, pp. 48). Therefore, the
researcher makes interviews with them by selecting purposively based on the assumption that their experience and position
have relevance to the objectives of the study, as audience research can also have a direct and indirect influence in their work.
Number of interviewees are determine by the saturation of data. Depending on the benefits of interviews, some journalists,
editors, directorate of the Amhara Television interviewed, and some resident of Gondar is interviewed.

3.3.2.1 Document Analysis

In addition to the primary sources, the researcher was used secondary sources like international media laws, national media
laws, constitution, statute laws, article journals, professional ethics regulations, good governance principles and declarations
was assessed. To evaluate the successiveness of independent activities of the media in the promotion of good governance was
use. The researcher used to analyze the above secondary sources to get back ground information and included different affairs
not stated by interviews.

3.3.2.2 Data Processing and Analysis

Data, which is collected by interview, was analyzed. Qualitative data used to analyze by used contextual analysis technique to
identify and describe experience, feel, attitude, belief and opinion. Therefore, qualitative method of data analysis used. Then
based on the analyzed, conclusion and recommendation with finalized the research.
A Report to the Center for International Media Assistance

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