Tesfa Talks

  It’s not surprising that many messages fail to achieve their intended impact, but it does raise an important question: why ? Even when messages are purposeful, clear, relevant, emotionally appealing, and logically sound, they may still not deliver the results we expect. Why? Because effectiveness is not determined by the message alone. A message can be credible in its content (strong facts, compelling logic, and emotional resonance) but unless it comes from a credible source , it may never truly reach its target. The critical question is: who is delivering the message, and from whose point of view is it told? Source credibility plays a decisive role in whether a message is accepted or rejected. People tend to attribute credibility to certain sources more than others, such as: ·         Celebrities (artists, athletes, actors) ·         Political figures ·         Influe...

  When we think of stories and storytelling, we often limit the idea to fiction, movies, or the fairy tales found in children’s books. We also tend to assume that storytelling is a craft reserved for bestselling authors or celebrated film directors. But the reality is very different. In today’s digital and social media–driven world, everyone is engaged in storytelling and, more importantly, everyone needs to be. Storytelling has become a necessity for individuals, organizations, and even nations. If we do not tell our own stories, others will tell them for us or we risk being left out entirely. Whether we are promoting a product, sharing an idea, presenting at an event, interviewing for a job, or presenting research findings, we are always telling a story in some form. In each of these moments, we take on the role of a storyteller. Real communication happens only when people are emotionally touched by the messages we share: when they feel connected and begin to understand us...

Ending child marriage requires more than laws and policies. While legal frameworks are essential to protect girls’ rights, they are often insufficient to shift deeply entrenched social norms that deny girls the ability to decide over their own lives, education, and futures. In such contexts, communication that speaks to dignity, agency, and choice can play a critical role in advancing social change. During the implementation of the DFID End Child Marriage Programme in Ethiopia’s Amhara Region, one initiative demonstrated how culturally grounded storytelling can amplify girls’ voices and foster community-level reflection. This initiative a song titled Tewugn , an Amharic word meaning “Leave Me.” In many rural settings, child marriage is shaped by a complex interplay of tradition, economic pressure, and concern for girls’ security and social acceptance. Addressing these realities requires more than awareness-raising; it requires creating space for families and communities to reflect ...

  Media ethics in Ethiopia is no longer an abstract or purely theoretical concern confined to academic circles. It has become a lived reality for many: visible every day on television screens, radio programs, social media feeds, and online platforms. From my observation and professional experience, media ethics in the country is increasingly under threat , both in mainstream and social media. What Is the Challenge? A significant portion of mainstream media today operates negligently . Many TV and radio programs lack clarity of purpose. Hosts often appear unprepared for the topics they present. They struggle to frame meaningful questions, and their discussions lack coherence and direction. In such cases, the media fails in its most basic duty: to inform, educate, or responsibly entertain. One of the most worrying trends is the violation of personal privacy . Individuals’ personal lives, traumatic experiences, and confidential information are exposed publicly without consent or...