Browsing by Subject "Factors Influencing"
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Nzuki, Susan Mukulu (School of Communication, Daystar University, November , 2018)
[more][less]Abstract: The purpose of this study was to investigate the factors that contribute to the consumption of Christian media broadcast programmes among Christians in Kenya. The objectives of the study were to determine the TV programmes popular among the congregants of Christian Church International Thika (CCIT) and Christ is the Answer Ministries (Citam) - Thika Road, to identify the reasons for the preference of certain programmes among the members of these two congregations, and to determine the programmes that the members of these two congregations wish were aired by Christian broadcasters as well as the reasons behind these preferences. A mixed method approach was used. The study employed stratified purposeful sampling technique to select CCIT Thika and CITAM - Thika Road as the congregations of study and to identify a sample of 416 from these two congregations. The sample comprised 133 married men, 168 married women, and 115 youth. Data was collected by use of a questionnaire, interviews, and focus group discussions and was analysed using the Statistical Package for the Social Sciences (SPSS), version 25. Percentages, frequency counts, hypothesis testing, and correlations coefficients were used for quantitative analysis. The study established that Christian broadcast programmes popularity is influenced by gratifications sought and similarity of religious belief; there is a variance of programme preference based on age; and that respondents desired to see content on social justice, entrepreneurship, and economics featured on Christian broadcast programmes. Some of the study’s recommendations include the need for diversification of content production for Christian broadcast programmes, and periodic reviews by producers of Christian media content in order to meet the needs of their audiences. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3212 Files in this item: 1
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