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Examining the Influence of Extended TV Viewing on Tweens’ Social Behaviour & Identifying Television Viewing Habits of Kenyan Families in Nairobi and Machakos

Wangeci, J.Kanyeki (Daystar University School of Communication, October , 2022)

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Abstract:	With an increase in television penetration in Kenya since 1962, there is a growing concern about how audiences, especially children are influenced by television content. The essence of this research was to determine the influence of extended television viewing on tweens, in emulating violence, alcohol consumption, and body image of media personalities and identifying the television viewing habits of Kenyan families in Nairobi and Machakos counties. The study was guided by Bandura’s Social Learning Theory (1977) which explains that children observe the behaviour of influential models like parents or TV characters and encode the behaviour at a later time. The objectives of the study were to identify the social behaviour and life skills development associated with extended viewing by tweens, to identify the length of time that Kenyan tweens spend watching television, and to identify the television-watching habits of Kenyan families as a whole during the Covid-19 pandemic. The technique of mixed method research design was employed for this research. The target population comprised 306 students aged 11-14 years in private and public schools in Nairobi and Machakos counties as well as 5 parents in a focus group discussion, 8 in-depth interviews, and 3 industry experts. Quantitative Data was collected from the students using a self-administered questionnaire, which was availed via schools and parents in either paper form, or as an electronic link to a Google-generated survey. In addition, qualitative data was obtained via in-depth interviews with parents as well as industry experts. Data collected was analysed quantitatively using SPSS and included frequency distribution, tables, percentages, mean and standard deviation. A Pearson chi-square test was used to test the hypothesis. The study revealed that most tweens (78.9%) desired to emulate their TV heroes. Increasing hours of watching television increased chances of emulating various social behaviours such as violence, romantic scenes, and imitating personalities and body images of media personalities. However, from the findings, tweens seem oblivious to some of the effects they exhibit when they watch extended hours of television and are seemingly unaware of the risks they are exposed to. Parents gave a different perspective and stated they had observed differences in social behaviour when their children watched extended television, such as a change of mood, an increase in fear and anxiety, disrupted sleep patterns, and fatigue. Tweens also exhibited a change in fashion sense, resistance to authority, talking rudely, increased laziness, and a slackening in household chores or school grades. Findings also revealed that television content is not always negative. It offers some benefits to children such as providing general knowledge, updating them on current affairs, and teaching them the content of academic, life, and social skills, and moral significance. The acquisition of these positive facets via television occurs in a format that is usually relaxed, providing a good learning experience. The study recommends that parents limit screen time, reinforce guidelines, and offer alternative leisure activities for the tween. The study also found that tweens who watch TV with siblings watch for longer hours than if watching with a parent, therefore parents should curb screen content for the tween to limit exposure to inappropriate content and motivate their tweens to watch educational content which is beneficial to their social and educational development. There is a great opportunity for content creators in Kenya to curate local, culturally relevant edutainment content for tweens, so there is continual positive learning, even while enjoying television.
Description:	MASTER OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4069

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Factors Influencing Physician-Patient Communication Styles on Diagnostic Outcomes: A Survey of Public Health Facilities in Nakuru County

Mwende, Grace Kabubu (Daystar University School of Communication, August , 2022)

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Abstract:	The success of medical practice hinges on the quality of the diagnostic outcomes during the physician-patient interaction. This research sought to establish the influence of communication styles’ characteristics, preferred communication styles, and uncertainty reduction communication strategies on diagnostic outcomes. The research adopted the uncertainty reduction theory and used descriptive survey research design. The target population consisted of 322 physicians working in public hospitals in Nakuru County, Kenya and 548 patients across Nakuru County public hospitals. The study adopted convenience sampling method and obtained a sample of 76 doctors and 85 patients. During the data collection, both open- and closed ended questionnaires were used. Pearson correlation coefficient, and multiple linear regression was applied to establish a significant level of α= 0.050. The Statistical Package for the Social Sciences (SPSS) version 26 aided in data analysis. The research variables sought for were characteristics of preferred communication styles, communication styles, and uncertainty reduction communication strategies employed by physicians, when interacting with patients. The findings revealed that characteristics of communication styles, preferred communication styles and uncertainty reduction communication strategies have a positive significant influence on diagnostic outcomes in public health facilities in Nakuru County (r = 0.827, p < 0.050), (r = 0.690, p < 0.050) and (r = 0.730, p < 0.050) respectively. The study outcome will be necessary for public health care management, the institutions of higher learning, and the medical training institutions to provide insights into the need to improve their communication styles by adopting the most effective technique(s). The study recommends further research, to be done in other counties to determine whether variables of the study, have a significant positive influence on diagnostic outcomes in public health facilities in Nakuru County.
Description:	MASTERS OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4066

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Graffiti as a Source of Social Communication: Case of Matatus Plying Nairobi CBD-Rongai Route

Wangui, Caroline Muna (Daystar University School of Communication, October , 2022)

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Abstract:	The purpose of the study was to analyze the role of graffiti in social communication focusing on matatus operating along the Nairobi Central Business District (CBD) - Rongai route. Specifically, the study sought to: determine the different typologies of graffiti used on matatus, determine the use of graffiti as a social communication tool, determine the effectiveness of graffiti in social communication and analyze the perceptions of the public on the use of graffiti on matatus as a social communication tool. The study was anchored on lexical pragmatics theory and critical discourse analysis. The study used the case study research design. The target respondents comprised of graffiti artists, matatu operators and public in Nairobi CBD. The respondents comprised of 68 members of the public, 68 matatu operators and 10 graffiti artistes. Members of the public and matatu operators were sampled using the random sampling method. The graffiti artistes were sampled using snowball sampling methods which involves the use of referrals to reach out to respondents. Data from the public and the matatu operators was collected using structured questionnaires while data from the graffiti artists was collected through in-depth interviews. The study used both quantitative and qualitative data analysis methods. Quantitative data was analyzed using SPSS. This was used to analyze the closed ended questions in the questionnaires. The findings from quantitative analysis were presented using figures and tables. Qualitative data analysis was used to analyze the data collected using interview methods and the data collected using open ended questions. In this study, thematic analysis involved categorization of various themes and interpreting them in line with the emerging themes. Thematic analysis was also being used to analyze photographs whereby various themes drawn from different graffiti were interpreted. Based on the analysis, it was found out that matatu graffiti has steadily become more popular along the Rongai-CBD route. The study identified different typologies of graffiti ranging from entertainment, political, religious, inspirational, and promotional graffiti. However, entertainment graffiti were the most common. On the perceptions of graffiti, the study identified that there were varied perceptions on graffiti, with some having positive perceptions, others negative perceptions and others mixed perceptions. On the effectiveness of graffiti on social communication, a section of the respondents agreed that graffiti on matatus is an effective social communication tool as it is easily accessible to large audience. Another section of the respondents reported that graffiti is not an effective social communication tool as the messages communicated are not educational and that the art is not easy to understand. Those with mixed perceptions reported that the effectiveness of graffiti depended on how it is used. If well used, graffiti can be an effective communication tool and if not well used, it cannot be used for social communication. Based on these findings, the study recommends the need for the matatu owners and graffiti artists to consider other themes on societal issues. The study also recommends a need for the public to be educated and provided with information on matatu graffiti to make them embrace the art and acknowledge its effectiveness in social communication. There is also a need for graffiti art shows and events to be organized to allow for interaction between graffiti artists and Nairobi residents for the artists to explain to the people its effectiveness in social communication. Further, it is recommended that the government be in the forefront in promoting matatu graffiti since it is a key source of income and livelihood to the graffiti artists.
Description:	MASTER OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4065

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Abstract:	This study set out to establish the outcomes of celebrity endorsement on participants in health communication campaigns. It focused on anti-jigger campaigns that target jigger-infested community in Mathioya Sub-county in Murangá County. The target population was 850 pupils infested with jiggers from seven primary schools in Mathioya Sub-county. A sample of 82 participants was purposively selected. These were all the standard six, seven and eight pupils who had participated in the anti-jigger campaigns between 2008 and 2012 of whom only 78 pupils from seven public primary schools were present during the discussions. The descriptive survey method applying a moderator’s guide was used. The data generated by the FGDs, established that after going through the anti-jigger campaign the participants experienced outcomes which include relief from pain, reversed stigma situations, self-acceptance as well as acceptance by peers and community. Specific celebrity attributes that were identified as contributing to achieving the anti-jigger campaign outcomes were source attractiveness, source credibility and source trustworthiness. Besides these, it was established that other contributing factors to respondents’ perceptions included the identification of the celebrity with respondents in sporting activities and the washing and medication of their feet. The Health Belief Model was used as a guide to the study. The key recommendation is that the use of an appropriate celebrity in health communication campaigns could bring about expected results.
Description:	MASTER OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4106

Abstract:	This research sought to find out influence of the perceived credibility of information sources on HIV-testing among university students and whether it had any bearing on the rising cases of HIV among this age group. This entailed finding out what information sources students used, their perceived credibility, influence, and any barriers that hindered them from testing. Data was collected using both a softcopy questionnaire and two Zoom focus group discussions. Results indicate that most students preferred formal sources of information over informal ones, particularly if they were seen as having certain characteristics such as expertise, intended-goodwill, and trustworthiness. Information sources that were deemed credible did influence students to undertake a HIV-test whereas those that were not deemed credible did not influence them to undertake one. Undertaking of the HIV-test is imperative as it is through it that one knows their status which then determines the course of care and treatment that should follow. Some key communication barriers mentioned by students were dissatisfaction with the amount and quality of information given by HIV-information source(s), ignoring the platforms where the youth are commonly found such as social media and information sources lacking an interpersonal connection with the students. Some key recommendations were to involve the youth in every aspect of the design and implementation of HIV campaigns so that they may take ownership and accountability of said campaigns as well as having practical sex education which would give the youth the requisite attitudes, skills and abilities to fight HIV and seek out HIV-testing.
Description:	MASTER OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4100

Abstract:	This study sought to determine how a company's reputation affected Kenya Airtel customers' satisfaction. The study’s specific objectives were to Ascertain how the diversity of Airtel Kenya’s services and products influence customers' satisfaction among students at TU-K, assess the leadership of Airtel Kenya's role in ensuring customer satisfaction among TU-K students and assess the impact of Airtel Kenya's corporate social responsibility on customer satisfaction. This study's research design was quantitative and descriptive in nature. The descriptive method for the research design defines the relationship between customer satisfaction and corporate reputation. The target population was sampled using a stratified random sampling approach, and the sample size of 400 was established using Yamane's formulas (1973). Questionnaires were used as a tool for gathering data. The study's main findings showed that, at the 0.000 level of significance, there was a positive and significant relationship between corporate reputation, product and service quality, leadership, and customer satisfaction. There was also a positive and significant relationship between corporate social responsibility and customer satisfaction. The study concludes that improving customer happiness depends critically on leadership, product and service quality, and corporate social responsibility. The survey suggests that Airtel should keep providing its customers with high-quality goods and services at reasonable pricing. In order to increase customer happiness, Airtel must also uphold a solid reputation. The study further recommends that Airtel should continue to engage in activities that foster corporate social responsibility. This is because CSR is an important opportunity for Airtel to give back to society and show that they value their customers.
Description:	MASTER OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4064

Abstract:	Digital technologies are transforming agricultural extension services by expanding accessibility to agricultural information ranging from plant variety selection to harvests, marketplaces, and weather forecasts. Agricultural extension services in Kenya's Nyeri county, in particular, have been lacking, prompting the growth of digital innovation systems such as iShamba to provide farmers with the agricultural information they require. iShamba, as a case study of an agricultural innovation system, functions as an agricultural extension service. Given this, the study proposes that digital innovation systems, through agricultural information dissemination and interactive capacities, have a significant impact on agricultural output. A telephone interview survey of 77 iShamba customers in Nyeri was undertaken. The sample size for this study was determined using non-probability convenience sampling, and data was input into Microsoft Excel and Google Spreadsheets. Thematic analysis was used to code and analyse the data collected. The findings of the study demonstrated how digital innovation platforms facilitate a participatory approach in agricultural extension services. Furthermore, the research showed that agricultural information from iShamba has benefited 94% of farmers and there was perceived productivity among 37% of farmers in Nyeri. The findings indicate how agricultural digital innovation platforms, specifically iShamba, have influenced Nyeri farming practices. However, 6% did not benefit, demonstrating how digital innovation must produce precise, comprehensive, innovative, and localised agricultural information to effectively replace traditional agricultural extension services, which are increasingly insufficient.
Description:	MASTER OF ARTS in Communication
URI:	http://repository.daystar.ac.ke/xmlui/handle/123456789/4063