PR-isation of the Media: An Examination of Development Journalism in Amhara Radio Obscured by Public Relations Tactics

Abstract

The research set out to examine the coverage and practice of rural development news in Amhara Radio evening 6:00 PM news. The study constituted both quantitative and qualitative data obtained using content analysis, in-depth interview and questionnaires. For the theoretical framework, agenda setting theory and the principles of development journalism were used. The findings revealed that the medium is not in a position to promote rural development which is/was the country’s top priority and considered being the central pillar of the economic policy. Rural development news items got relatively little coverage and frequency distribution during the selected period of study. The radio news is dominated by public relations reporting, success-oriented stories, in favour of events, and followed upward approaches. It is clearly observed that public relations has become the dominate news sources. Journalism is under the shade of public relations. Besides, the news contents were found against the principles of development news. The medium placed insignificant premium on rural issues as evident in the inadequate placement of stories first and paucity of in-depth and interpretative analysis of issues. The research recommends this “PR-isation†of mass media jeopardises the profession and hence should be stopped.