Epsilon Archive for Student Projects

Abstract

This thesis examines how environmental NGOs and the media in Ethiopia communicate with each other, how they perceive each other, and what kind of challenges and problems do they have in their communication. I approach these questions through semi-structured interviews with some environmental communicators and journalists. The conceptual framework is based on the concept of Environmental Communication. According to the results, while both the NGOs and the media personnel say, they have a good communicative relationship with each other; their perceptions of each other vary considerably. I find that the different perceptions are correlated with the differences in their perspectives, objectives and agendas.

Based on the study it can be concluded that even tough the communicative relationship between the two actors is two-way, strategic and collaborative much needs to be done to improve the role of the media and the ENGOs in influencing Ethiopian people’s environmental awareness. The study concludes with suggestions and recommendations for the ENGOs and the media on how to improve their communication.