THE ROLE OF BROADCAST MEDIA IN PROMOTING POLITICAL EDUCATION IN KENYA

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Extensive use of mass media as an effective communication tool is evident during political campaigns period worldwide. It stands out as a political awareness medium in different countries. Its coverage, diversity and change with social context have made it a social mobilization tool. Television, radio, newspapers, posters are among different forms of mass media that are mostly used in political mobilization during the election period worldwide (Akpor, 2018).

However,the main objective of a political education is to enhance citizens most especially the youth of the country with political skills, knowledge and participation in democracy. These endeavors typically include tactics aimed at establishing a connection with voters, articulating the candidate's platform, and participating in competitive interactions with other candidates or political entities. Conceptually, a political campaign is an organized effort undertaken by a political candidate, party, or group to promote their agenda, persuade voters, and ultimately gain support for their candidacy or political objectives (Deborah, 2019). Political knowledge includes a wide range of activities, such as public speeches, rallies, advertising, debates, canvassing, social media outreach, and fundraising.

Additionally, political campaign is important especially in a democracy and it is important to ascertain at some point or another whether the supply streams are constantly flowing in order to keep political awareness at an appreciable level (Kombo, 2017). Also, a series of experimental studies done to examine the impact of mass media advertising on political campaign have found positive effects. Ramirez and Ricardo (2015) and Michelson (2016) support this stand-point. After conducting a series of experimental studies on Hispanic voters in Latin America in 2006, Ramirez and Ricardo (2015) found out that grassroots mobilization efforts through the mass media can raise voter turnout while more impersonal tactics such as direct mail seem ineffective.

The term "broadcast media" describes the dissemination of audio and video content to a large audience via conventional broadcast mediums like radio and television. It includes all mass communication mediums, such as broadcast television, where information is disseminated to a large and often distributed audience (Arowolo, D. and Aluko, F.S.2018). Also, according to Kaid et al. (2016), the broadcast media, in conjunction with rising educational levels, help to inform and mobilize people politically, making them more knowledgeable and understanding of issues. While evidence from the Kenya indicates that extensive media coverage of elections can lead to political overload in certain individuals, causing them to steer clear of news and current affairs programs and cease purchasing newspapers as the campaign progresses. (Newton, 2019).

Further more, it is the political role of the broadcast media to restore people’s confidence in the transitional program. Mboho (2015) specifically identified the political functions of the media as creating and promoting political awareness, identifying and promoting civic responsibilities among the people and mobilizing the people toward the achievement at national goals. However, according to Kombo (2019) argues that community radio is a viable channel for rallying support among the rural populace for a number of causes; social, political, religious, health, cultural, etc. Similarly, the role of the mass media, the radio/television in this case cannot be over emphasized, as people need information and without communication through the media, vital information cannot be easily disseminated. Also, the broadcast media influence affects the order of presentation in news reports about news events, issues in the public mind. This theory, no doubt, still retains its steam till date.

Additionally, Paul Lazarsfeld and Robert Merton (2018) propounded the Status Conferral theory; the theory assumes that the media confers status on individuals by regularly featuring them. This simply means that the broadcast media focus on those that are regarded as important personalities, it assumes that if they are not important, the media would not give them prominence in their coverage. According to Onabajo (2020), radio as a form of broadcast media is a vehicle for projecting personality through which it attracts and hold an audience.

Additionally, it is an efficiency instrument for getting a message to a large number of people at the same time. Also, Adekoya et al (2015) further explained that not been constrained by the barriers of time space, illiteracy, and electricity supply, radio is one of the ideal means of mass communication in both developed and developing societies because it is easy to establish, own operate and maintain, and does not demand much intellectual exertion from listeners. It is capable of offering tutorial support and resources to stimulate discussions, reflections and practical learning on the socio-political activities of a society or a nation. In this way, people in far rural communities become active participants in political discourse. Therefore, a survey will be conducted in order to examine the role of broadcast media in promoting political education in Kenya.

1.2 Statement of the Problem

Chomsky and Herman (2019) state that an ideal broadcast media is meant to report events objectively, allow the people to make informed political choices and check on the government power through investigative journalism. However, this is not the case in many instances. Instead, the broadcast media has turned out to be a platform for the elite whose interests take precedence in news production. Also, news is often customized to align with the preferences of the privileged class due to the fact that a handful of affluent elites and major corporations own media companies. Additionally, they point out that media outlets rely on funding from advertising, which frequently originates from government entities and major corporations.

Additionally, “negative” or “attack” campaign advertisement from the media drives people away from the polls in large numbers and also breeds distrust of the electoral process and pessimism about the value of an individual’s own voice. Hence, it is in the light of these that the study seeks to examine the role of broadcast media in promoting political education in Kenya.

1.3 Objectives of the Study

The main purpose of this study is to examine the role of broadcast media in promoting political education in Kenya. Specifically, the study will;

1. Evaluate the extent broadcast media has been adopted to facilitate political enlightenment programmes in Kenya

2. Ascertain the major contributions of broadcast media towards the promotion of political Knowledge among Kenyans.

3. Investigate the challenges of broadcast media in promoting political education in Kenya.

1.4 Research Questions

The following questions have been prepared for the study:

1. To what extent has broadcast media been adopted to facilitate political enlightenment programs in Kenya?

2. What are the major contributions of broadcast media towards the promotion of political knowledge among Kenyans?

3. What challenges do broadcast media face in promoting political education in Kenya?

1.6 Significant of the Study

The role of broadcast media in promoting political education in Kenya will be revealed to the government at various levels, policymaker, politicians, strategists, the electorate, election managers, Kenya Broadcasting Corporation (KBC)   and residents in this study. It will additionally equip politicians with information necessary for building relationships for their future campaigns. Also,the political strategists be able to incorporate a social media communication strategy in their political campaigns.

Further more, the study will be revealed to the electorate as the information gathered will strengthen their levels of interaction and political participation processes. Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to the role of broadcast media in promoting political education in Kenya.

1.7 Scope of the study

The scope of this study is boarded on the role of broadcast media in promoting political participation in Kenya. Theoretically, this study will evaluate the extent broadcast media has been adopted to facilitate political enlightenment programme in Kenya, ascertain the major contributions of broadcast media towards the promotion of political knowledge among Kenyans and investigate the challenges of broadcast media in promoting political education in Kenya.

Geographically, the study will be delimited to residents of Kiambu, Kenya.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed.

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.9 Definition of Terms

Broadcast Media: refers to various means of communication and channels used to transmit information, news, entertainment, and messages to a broad audience. Media can take many forms, including print, broadcast, digital, and social media. It serves as a vital

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