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 technique was used for the selection of instructors. The findings reveal that Bahir Dar University instructors consume news on a daily basis. With regard to media usage, television 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 and 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.

Key words: Media, perceptions, consumption, BDU instructors.