Investigating how cultural attitudes contribute to gender disparity through radio serial drama

Abstract

This study intends to investigate the ways in which cultural ideas underpin gender inequality in Ethiopia by presenting evidence from intercultural communication regarding the role that radio serial drama plays in educating and entertaining the public about gender issues. Using a qualitative study methodology, the researcher investigates some of the major topics of the once popular serial radio drama Yeken Kiginit. The serial drama has depicted the real problems that Ethiopian women confront by emphasising their disadvantages in many areas, especially when it comes to control and resource availability, as well as their involvement in decision-making in general, including at home. The focus of the intercultural communication-based radio series is gender inequality and how it impacts women's ability to contribute to the development of their nation. Ten episodes were selected by a systematic random selection approach for in-depth investigation in order to guarantee diversity in content and message. Qualitative content analysis and qualitative interviews were combined to get more understanding of the intended messages of the serial play. The main area of discussion was Hofstede's "masculinity versus femininity" (intercultural communication dimension), which focuses on the dynamics between men and women and what behaviours are appropriate for each gender. According to Hofstede, this dimension is more about expected emotional gender roles than it is about specific people. In communities that are viewed as masculine, biological sex is usually perceived as the basis for distinct obligations for men and women. As such, men are expected to be powerful, ambitious, and competitive, and women to fulfil roles of support, nurturing, and submissiveness. The results of the study imply that cultural stereotypes that are reinforced by society could increase women's susceptibility to male chauvinism.