Abstract:
Mass media has been described as the organized means for communicating openly and at a
distance, to many receivers within a short period of time. The media is a source of information
by which the general public is made aware of the happenings going on around the society which
is vital to the health of democracy and the protection of human rights. Therefore, the study aimed
to investigate the role of Amhara Media Corporation in the promotion of human rights and
democracy. To achieve the objectives of the study, qualitative research approach was employed.
To this end, both primary and secondary data were collected and analyzed. Qualitative data
was obtained through key informant interviews and documents. The data obtained, from
respondents and by reviewing the printed media, were organized and frameworks were identified
based on the data. The data generated were analyzed thematically. The findings of the study
showed that AMC plays a vital role in the promotion of human rights and democracy in its news,
special programs and articles coverage to contribute in the protection of human rights and
building a democratic society in the region. The strengths of AMC includes journalists free for
conducting and reporting issues the people prior to know, the media corporation exposing
human rights violation for the world. In spite of news report, the corporation unable to prepare
structured regular program concerning about human rights, democracy and related issues are
the weakness and a great problem of AMC. Amhara Media Corporation and journalists face
several challenges from the government where they functions and from their own organizational
system on their effort in the promotion of human rights and democracy
