Media as a tool for community development in Ethiopia In the case of “Aynachin "television progeram
This study investigated the role of media in promoting community development in terms of Social perspective in Ethiopia the case of aynachin television program. The objective of the study was to explore and analyze the roles and activities of media as focused on Aynachin TV program in community development. The researcher has employed qualitative research method with a descriptive aim. The primary data were collected from 70 participants of whom 12 of them were (media worker), 30 of them were the community, 20 of them were from different sectors and the remaining 8 were from journalism experts and all of them were selected by using purposive and dimensional sampling techniques. Moreover, the study adopts referring books, the internet, various PhD dissertation and MA thesis and guiding principles and rules and regulations, reports of international organizations and other researchers and articles which are written on it and its related activities as a source of secondary data. In addition to this, key informant interview, documentary review, observation checklist and in-depth interviews were also important sources of primary data. The researcher mainly employed thematic data analysis technique while dealing with the gathered qualitative data. The findings from the study revealed that, ''aynachin'' TV program for addressing development communication. As a development communication project its beings many solutions for the problem which shows within the societies. Because, participatory development communication can use mass media that empowers communities to visual aspiration and discover solution to their problems.