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Human beings and their environments constantly interact, and both are changed by the interactions. In the process of these
interactions, humans have developed their own views, values, ideologies and ways of coping up with their environments. This
human experience, which exists as part of their indigenous knowledge, is mainly exchanged through indigenous communication
mechanisms, which include narratives, rituals, folk festivals, plays, puppet shows, folk dances and songs.
While most African nations now function and communicate within the context of global politics as literate cultures, many
of their peoples still live and exist within the paradigm of oral culture. The Borana, who live mainly in southern Ethiopia and
northern Kenya, are an Oromo-speaking pastoral people. They are estimated to number at least 300,000, about a quarter of whom
are in Kenya.
This study explored dominant environmental beliefs and values of the community as an organized, viable, and dynamic
social force basic to the creation and dissemination of environmental messages in Borana community. The researcher used a
qualitative approach in the analysis of data gathered through semi-structured interviews, focus group discussions, and extended
participant and non-participant observations. The analysis was based on Fairclough?s three-dimensional methodological
approach of discourse analysis, which is helpful for elaborating empirically based theories. The analysis revealed various beliefs
and values, which come under discourse categories such as environmental necessity and survival, environmental scarcity and
security, environmental hopelessness, environmental seniority, and environmental obedience and disobedience.
Teshome Tafesse is a lecturer at Addis Ababa University, where he obtained his MA in Journalism and Communication in 2006. He also received a
professional certificate in International Cooperation from Wroclaw University, Poland in 2009. He has published a book entitled ?News Coverage of
Regions in Ethiopia: The Case of ETV Amharic Broadcast? He has also certain high school Oromo Language text books. He is currently doing his
Ph.D. in Applied Linguistics and Communication at Addis Ababa University, Ethiopia.
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