School of Communication
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Kimosop, Ruth J. (Daystar University, School of Communication, October , 2022)[more][less]
Abstract: The study examined a uses and gratification approach to the usage of social media for public relations management with a particular emphasis on Kenya Plant Health Inspectorate Service (KEPHIs). From literature review, it is evident that corporate organizations that are taking advantage of technological advancements to design and use social media to attain and maintain good public relationships management and service delivery remain flexible amid the changes in the business environment. Therefore, long term benefits are only gained when the established strategy aligns with the new technological changes to ensure that the strategy is adopted and implemented within the required period as well as the proper timing of the market shift. As such, the study objectives were; to examine the motive of using social media for public relations management at KEPHIs, to find out the main gratification of using social media among KEPHI’s publics as a public relations management tool and, to establish the challenges associated with usage of social media (Facebook and Twitter) for public relations management at KEPHIs. The study reviewed relevant literature from previous studies done on social media usage and strategies and what their findings were in regard to organizational public relations management and users’ gratification. For this study, the users and gratification theory was used as the appropriate theory because it incorporates the three main attributes of technological adoption processes in an organization’s public relations management with regard to users’ approach of such technologies. These attributes are first, that media user is motivated and goal oriented, second, users select media based on their expectations that it will meet specific needs, third, media use is driven by individual social and psychological factors and lastly that media competes with other forms of communication for selection and use. This research used mixed methods to examine a user’s and gratification approach to the usage of social media for public relations management. This method was appropriate because its design gave room to the presentation of larger spectrum of divergent views and the mixed method approach allows for stronger interpretations based on the findings. The examination adopted a descriptive research design where data was collected using questionnaires and analyzed using Statistical Package for Social Sciences (SPSS) and presented using frequency tables. The descriptive research design was also used because the problem was specific and well defined. Questionnaires were used to obtain quantitative data on the subject with the aim of having facts on the situation. Interview of key informants in social media usage and gratification, public relations management and stakeholder communication were also carried out to get more information from authorities in the field. Analysis of social media pages including Facebook and Twitter at KEPHIs was used to determine public relations and dissemination of the content including feedback processes and engagements. In conclusion, advancement of technology especially in the areas of information access has opened a window of opportunity for organizations by providing an endless array of potential interactions with publics as well as management for relations. This gives a vital reason for corporate organizations to explore and understand how such social media platforms satisfies the informational needs of the users which is the reason for further studies regarding users and gratification on use of social media strategies for public relations management. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4024 Files in this item: 1
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Iriabe, Osarodion Solomon (Daystar University, School of Communication, October , 2022)[more][less]
Abstract: New media technology like social media offers a new dimension into how we communicate in society. The Catholic Church seems to be lagging behind in regards to social media use. Consequently, a critical analysis of the Catholic Church utilization of social media for the propagation of faith and doctrine became imperative. Anchored on technological determinism theory, this study came up with three objectives. First, to analyze the presence of the Catholic Archdiocese of Benin (Benin Deanery) on Twitter and Facebook. Secondly to access the efficiency of the use of Facebook and Twitter for the propagation of faith and doctrine in the Archdiocese of Benin (Benin Deanery). Thirdly, to evaluate how the Catholic Archdiocese of Benin (Benin Deanery) uses social media for the propagation of faith and doctrine. This study employed mixed method where questionnaire, interviews and content analysis were employed. A sample size of 398 was randomly analyzed and parishes grouped into economic clusters for better Analysis. Data was collected from respondents, coded and analyzed using Statistical Package for Social Sciences (SPSS) and MAXQDA. The findings indicated the presence of the Catholic Church on social media and how they use it for communication and propagation of faith and doctrine. However, it was discovered respondents are comfortable with WhatsApp as supposed to Facebook and Twitter that had little and no presence. It was also discovered that activities on social media pages were very minimal given the time frame. The study recommends that there should be diversity in creating various social media accounts that would benefit the various demographic of the Catholic faithful. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4017 Files in this item: 1
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Hip Hop Music and Youth Mentorship for Social Change in Dandora Slums: A Study of Ukoo Flani Mau MauMumo, Kithae Dennis (Daystar University, School of Communication, June , 2019)[more][less]
Abstract: Hip hop music and Youth mentorship particularly in disenfranchised communities like informal settlements is not only relevant and appealing to the youth but a natural choice. Hip hop music consists of four main elements: emceeing, break dancing, DJing and Graffiti. The purpose of this study was to examine how Dandora’s Ukoo Flani Mau Mau Hip hop music group in Kenya mentors youth through their music. The study was executed in Dandora Hip hop City Center, a community initiative founded by Ukoo Flani Mau Mau member, Julius Owino who goes by the stage name Juliani. The study employed exploratory research design employing 5 focus group discussions of eight participants each. Major findings revealed that the Dandora youth perceive Ukoo Flani Mau Mau’s Hip hop music as their voice, symbol of resistance, rebellion but also edutainment oriented. Additionally UFMM music has influenced the youth to develop their musical talents by empowering them to learn and acquire the relevant knowledge and skills in song construction and live performance. Finally majority of the participants claimed that UFMM music had been a platform to foster social change by encouraging them to disengage crime and other societal vices. This study recommends that Hip hop music should be considered as a viable avenue for youth mentorship in informal settlement areas in Nairobi. Also learning institutions should consider incorporating Hip hop music in their curricular due to its ability to educate and empower. Description: Master of Arts URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4016 Files in this item: 1
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Wachira, Ann Njogu (Mount Kenya University, 2015)[more][less]
Abstract: This study sought to assess student leaders’ involvement in decision-making in public secondary schools in Kilifi County, and how leadership practices, or student behaviour influenced their involvement. The Ministry of Education had directed that all secondary schoolsform and facilitate student councils. Literature indicates that in spite of student councils being formed with the goal of participating in decision-making, most of the time their decisions were not taken into consideration, or they were not involved in key decisions. The research was conducted in public secondary schools in Kilifi County. A mixed methods approach was used. Survey design was used as well as phenomenological design. The sample size was selected from a target population of 118 public secondary schools from Kilifi County using cluster sampling. Piloting of the instrument was done in two public secondary schools in Kilifi County. First, the schools were clustered into sub-counties then random sampling was used to identify 30% of the schools to be included in the study. Ten student leaders and the principals of the selected schools responded to a questionnaire with open and closed ended questions. Further, Focus group discussions were held in one school in five sub-counties with a group of form three students. Descriptive statistics were used to analyse the findings as well as inferential statistics. The reliability coefficient was calculated using Cronbach coefficient alpha and a reliability coefficient of 0.6 was obtained. To ensure content validity and reliability of the research instruments the items were reviewed by the supervisors. The focus group interview data was coded into four major themes: the type of decisions the student council made, leadership practices and student behaviour that influenced the participation of student leaders in decision making, and the achievements that have been realized. The answered questionnaires were analysed using descriptive and inferential statistics such as percentages, frequencies, mean and Chi-square test. Different forms of data representation techniques such as tables, charts, and graphs were employed. The study found out that 61% of student leaders made decisions on their own though the teachers joined them occasionally. 36% were consulted when the schools needed to change policy and 63% said that their views were taken seriously by school management. They had also achieved improvement on student behaviour and better performance. However, it was noted that lack of interest in student council activities influenced the leaders in the decision-making and schools had no budget to fund the student council activities. The study recommended that the ministry of education should set modalities to ensure the activities of the student council including but not limited to training are funded and student councils are represented in all decision-making forums in the school. Further research should be done to find out the perceptions of other students on the involvement of SCMs in implementation of school rules and to assess the effects of student leaders’ involvement in decision-making on academic performance. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3915 Files in this item: 1
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Sumba, Selina (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study purposed to find out the impact of corporate reputation on student enrolment in private universities in Kenya with a focus on Daystar University Communication students. The research objectives were to examine the communication policies put in place to manage the reputation of Daystar University; to find out the current state of the corporate reputation in Daystar University and to determine the role of corporate reputation on spurring student’s enrolment to Daystar University. Using corporate identity and stakeholder theories, the researcher sought to establish how corporate reputation impacts an institution in terms of student enrolment. The study employed descriptive research design. The target population for this study were the ongoing (January 2021 to May 2021) diploma and degree communication students and parents at Daystar University Athi River campus who were 289 in number. Stratified random sampling and convenience sampling were utilized to sample 100 students and 100 guardians who formed the respondents for the questionnaires while purposive sampling was used to select 3 respondents for the interviews. The study findings indicated that the majority of respondents (43%) knew about Daystar University through a friend, while 29.1% through social media, 17.4%, through broadcast media, whereas 7% indicated that they knew about the university through print media, and lastly, 8.1% knew about daystar through the corporate affairs department via their marketing activities, while others through their high schools, families, University’s alumni and word of mouth. The study recommends that university should encourage students, employees and alumni to have a sense of ownership and identity in order to play an ambassadorial role to the university; to improve students’ enrolment. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3905 Files in this item: 1
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Boro, Maryann Nyambura (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate how corporate culture maintenance influences customer satisfaction at New Kenya Cooperative Creameries (New KCC). The study objectives were to establish the nature of corporate culture maintenance, determine the extent of customer satisfaction, establish relationship between customer satisfaction and maintenance of a corporate culture, and determine other factors that influence customer satisfaction in New KCC. The study applied the descriptive research survey design with a target population of 1200 customers and 75 managers based at the head office. The study collected both qualitative and quantitative data through a questionnaire. The qualitative data was analysed using translation and thematic analysis, while the quantitative data was analysed using descriptive statistics. The average mean score of corporate culture maintenance at New KCC was established to be 3.50 and 3.29 according to the managerial and customer respondents, respectively, implying a moderate extent. Overall, on customer satisfaction, 35% of the respondents indicated a large extent, 30% a small extent, 25% a very small extent, while only 10% stated a large extent. The findings of the regression analysis further revealed a coefficient of determination R square of 0.554, which implies that 55.4% of changes in the customer satisfaction are explained by the studied factors. The study also found out other six factors that influence customer satisfaction, namely previous experience, complaint handling, employee attitude, personal needs, marketing communications, and level of the involvement in the purchase. One of the study’s recommendations is that organizations need to strengthen the set of principles governing their corporate cultures. Further studies can be conducted investigating the challenges affecting corporate culture maintenance as well as other factors affecting the satisfaction of customers. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3904 Files in this item: 1
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Kahuthia, Abby Wanjiru (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study sought to explore the priming and framing of Genetically Modified Organisms (GMOs) by Kenya’s print media. It was guided by the following objectives: to establish the frames on GMOs as used in the Daily Nation, the Standard and the Business Daily; determine the frequency of coverage of GMOs in Kenya’s print media; and to establish the link between frames, priming and the decision to adopt or not to adopt GMOs. Descriptive research design was used for this study and the target population was the news story articles, feature stories, opinion pieces and letters to the editor that covered GMOs in the Daily Nation, the Standard and the Business Daily between the years of 2015 and 2019. Systematic Random Sampling was used in the selection of newspapers for the time period. Content analysis was used in data collection and the data was analyzed using Microsoft Excel. The findings of the study showed that though the frames that communicated perceived benefits of GMOs dominated the publications, the safety theme dominated discussions. Additionally, the study found that the benefits increased over the years. The study also found that state corporations were the most cited by journalists. Additionally, the study found that there is a link between framing, priming and the decision to adopt or not to adopt GMOs in Kenya. Therefore, publications through framing and priming highlight the issues that are perceived to be important to the audience (Goffman, 1974). This study found, that the perceived benefits of GMOs were published at a high rate, and safety concerns were also considered salient. Albeit suggestions by some media content influences audience perception, others posit that publications are representation of public perception Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3903 Files in this item: 1
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Muriithi, TerryRuth Wanjiku (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study examined the role of corporate branding on the students’ choice of master’s degree programs with a focus on Daystar University and the University of Nairobi (UoN). The objectives of the study were to investigate the strategies universities in Kenya used to brand their programs, establish the role corporate branding plays in student enrolment in universities in Kenya, and find out the factors that attract students to enroll for master’s degree programs in a university. The study used the hierarchy of effects theory, a model focusing on advertising. The target population for this study was 2094 master’s degree students: 1208 from UoN and 886 from Daystar University. A descriptive research design was used, and data was collected through a survey from a sample of 130 first-year full-time master’s degree students. The researcher also conducted interviews with two staff from the corporate affairs departments in both universities: one (1) from each university. Some of the study’s key findings were that 19% of the respondent’s gained knowledge about the universities that they were enrolled for their masters’ degree studies through referrals; and corporate branding plays a significant role in student enrollment in universities in Kenya, as relayed by 29.13% of the study respondents. Last but not least, as per 30% of the respondents, universities brand themselves to build up their reputation and global recognition. This research recommends the need for universities to identify the most salient aspects of their institutions and determine effective strategies for forming and communicating a cohesive identity. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3902 Files in this item: 1
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Ruvaga, Lenny Rashid (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to evaluate the role of peer-to-peer communication in the adoption of community currencies in Kenya, with a special focus on Gatina Pesa (GP) in Gatina village, Kawangware. The study objectives were to find out the role of peer communication in the adoption of community currencies, investigate the factors that influence the adoption of community currencies, and to evaluate the challenges of peer communication in the adoption of community currencies in Gatina village Kawangware in Nairobi County. The research was guided by the Diffusion of Innovation Theory (DOI). The study used descriptive research design with a sample size of 50 respondents who have adopted the use of GP in their businesses. Data was collected through questionnaires and a key informant interview. The data collected from the questionnaires were analyzed using the Statistical Package for Social Sciences (SPSS) software for analysis. For the interview, it was recorded, and the data transcribed and was then analyzed thematically and presented in narration form. The study established that peer communication as indicated by 68% of the respondents, played a role in the uptake of Gatina Pesa. The in-depth interview with the senior manager established that peer communication was applied in creating awareness about Gatina Pesa through rewarding referees and rewarding users with weekly bonuses. The study recommends that innovators should consider the use of peer-to-peer communication to ease adoption of new technologies. Future studies could be done on how financial literacy levels affect uptake of community currencies. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3901 Files in this item: 1
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Waithera, Rachel Simon (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: Visibility is a vital aspect of any corporate in the contemporary world as there is massive competition. Are the channels or tools used to communicate to the farmers on research discoveries effective? Do ICIPE and KALRO deliver the intended message at the right time, and is the understanding between the research institutions and the farmers at the same level? The study was undertaken to answer these questions. This research was informed by the media dependency theory, and data was collected using questionnaires and focus group discussions. The target population was farmers from Ngewa Ward in Githunguri Constituency, Kiambu County. A sample of 122 was selected through simple random sampling, and the collected data was analyzed with the aid of the Statistical Package for the Social Sciences (SPSS). The findings indicated that farmers obtained agricultural information mostly from radio, although some were dependent on other channels such as Television (TV), newspaper websites, social media, and friends. The tools used influenced the farmers in agricultural technology adoption choices. It was also revealed that though very few farmers knew of the existence of agricultural technologies provided by the research organizations, the farmers had a positive attitude towards technologies. They always looked forward to the innovation of new technologies and believed that technologies from the research organizations played a role in increasing food production. The study concluded that the two research organizations in Kenya (ICIPE and KALRO) used different tools of communication, with the most effective tool being the radio since it is affordable and easily portable. One of the study's recommendations is that the research organizations’ managements need to strengthen their communication departments to help assess appropriate and effective tools for use in communicating new technologies. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3900 Files in this item: 1
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Hussein, Abdullahi Musdaf (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to explore the dual professional identity nature of the Kenyan J-bloggers with specific reference to Nairobi and Garissa Counties. The study was guided by the following specific objectives: to examine the ethical issues that Kenyan J-bloggers face, to find out what motivates the Kenyan J-bloggers to blog, and to explore the dual professional identity of a Kenyan J-blogger. This research centered on J-bloggers in Kenya. In examining the ethical issues that Kenyan j-bloggers face, the study established that there were several ethical guidelines that should be adhered to, which include adhering to copyright issues and giving credit to all the borrowed content, always being truthful and clearly making a distinction between individual opinions and facts, avoiding spam in the name of promoting blog posts, and maintaining the privacy of clients. The study also established that some j-bloggers are motivated by money, others are motivated by personal achievement and appreciation for a job well done, while some others do blog merely to inform the public. It also emerged that most bloggers perceive their work as service to the community as they try to fill the gaps left by the mainstream media in informing, educating, and entertaining the public. Lastly, the study found that J-bloggers face several challenges, among them monetizing the blogging career and finding the best niche to blog about. The study recommends that the government and policy makers develop policies and increase awareness on the legal and ethical issues that should be considered and followed by bloggers. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3898 Files in this item: 1
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Mwamba, Cynthia (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: This study sought to explore the use of interpersonal communication networks in influencing exclusive breastfeeding (EBF) among mothers in Korogocho informal settlement. The study was guided by the following objectives: to explore the relationship between interpersonal communication networks and EBF among women in Korogocho informal settlement, to explore factors that led breastfeeding mothers in Korogocho slums into interpersonal communication networks, to explore the challenges affecting the influence of interpersonal communication networks on EBF among mothers in Korogocho informal settlement, and to determine the interpersonal communication network mostly used by breastfeeding mothers in Korogocho informal settlement. Purposive and simple random sampling techniques were used to select 100 mothers living in Korogocho Slum and attending Korogocho Health Centre. The study used a descriptive research design and collected both qualitative and quantitative data. Questionnaire and interview guide were the data collection instruments used by the study. Descriptive statistics, including frequencies, percentages, means, standard deviation, and median were used in the analysis of data with the aid of the Statistical Package for the Social Sciences (SPSS), version 23. The study revealed that interpersonal communication networks influenced EBF, that mothers joined interpersonal networks in order to be enlightened on EBF, and that the most used networks were the health officers and community health workers. The study’s recommendations included the need to empower and train family and friends in order to create a formal communication network, and the need to empower and train more Community health workers so that they can reach the mothers who do not often attend health clinics. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3897 Files in this item: 1
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Ondeng’, Patricia Terer (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: Strategic communication and stakeholder communication strategies aligns the general communications of the organization with the business strategy of the company for purposes of enhancing customer satisfaction. The airlines in Kenya have not effectively identified the stakeholder communication strategies hence affecting their customer satisfaction. Using the case of FLY540, this study sought to establish how customer satisfaction is influenced by strategic stakeholder communication, assess the influence of management communicaton strategy framework, and determine the influence of strategic communication culture on customer satisfaction at FLY 540. The study targeted customers and 164 management staff who included senior management, middle-level management and supervisory level staff in Nairobi while an in-depth interview was administered to four managers. The study employed stratified random sampling method and collected data through a questionnaire and an interview guide. The data gathered was analysed using SPSS v.21.0 and presented in the form of charts, tables and frequency distributions. The qualitative data was analyzed through content analysis and presented in prose form. The findings showed that current communication strategy framework determined the quality of information communicated to the customers and in turn customer satisfaction. The study recommended that every organization should have a communication strategy framework that is audience specific and at the same time ensure that the stakeholders are involved in the issues affecting them. In addition every organization should have a management communicaton strategy framework that provides relevant information to the stakeholders in a timely manner and must embrace embraces cultural diversity among the employees. Further studies could focus on the role of strategic stakeholder communication service delivery in the public sector. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3895 Files in this item: 1
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Muiru, Paul Njuguna (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The media plays an increasingly important role in how the military conducts warfare. There have been reports of failure by military to appropriately integrate and coordinate with media leading to the compromise of national security, operational security, and the deterioration of public trust and confidence because of how media frames military operations. This study's main purpose was to establish how newspapers in Kenya covered and framed the military Operation Linda Nchi. Specifically, the study sought to find the dominant and prominent images of Operation Linda Nchi as framed by Kenya newspapers (Daily Nation, The Standard, The Star and East African), establish the types of frames used in imaging Operation Linda Nchi by the media, establish trends in the framing of Operation Linda Nchi in the media over the period of five months and finally determine the frequency of Operation Linda Nchi stories in each of the newspapers during the period of study. The study utilized framing theory and agenda setting theories. Content analysis, a method used to describe communication content in a quantitative or numerical form, was used in this study with a coding sheet as data collection instrument. A total of 503 articles in all the selected newspapers mentioned Operation Linda Nchi. The findings showed that the military operation was constructed disparately by different newspaper articles. Going to war with al-Shabaab was framed as a win by Kenyan military. Al-Shabaab was presented as a violent group and threat to Kenya. Besides, the sheer volume of coverage devoted to Operation Linda Nchi and some newspaper articles were more likely to use the military conflict and violence of war frame; others emphasized the rebuilding of Somalia frame. The study concludes that articles with conflict frames contain more interventionism and less strategic framing, more journalistic intervention in quality newspapers and less substantive news stories. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3894 Files in this item: 1
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Mutahi, Maureen Wachuka (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the influence of corporate communication practices on the corporate identity of Equity Bank Limited (EBL). The objectives were to investigate external communication practices adopted by EBL in enhancing the corporate identity, assess how corporate culture at EBL related with the bank’s corporate identity, analyze the role of internal corporate communication practices at EBL in relation to corporate identity, and find out how EBL stakeholder management practices were used in shaping the bank’s corporate identity to the external stakeholders. Two theories were applied to guide the study: organization identity theory and organizational image management theory. These theories were applied in the study to provide a framework that explains the relationship that may exist between integrated corporate communication and corporate image. The study used both qualitative and quantitative methods to collect data. 154 respondents (10.07% of the total population) formed the sample size for the study. The study findings showed that top executives of EBL focused on communication as a management capability to a very high extent as indicated at 45(34.6%). It was also established that EBL, through its external communication, had facilitated teamwork and partnership with various stakeholders who were outside the formal structure of the organization (at 60%). The study recommends the need for EBL to properly manage its communication and information flow within it and amongst its numerous publics. Also, further research can be carried out to show the importance of corporate communication strategies and internal communication policies in organizations. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3887 Files in this item: 1
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Ekodere, Alex Okware (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: Big data continues to elicit excitement and anxiety in almost equal measure among organization that are religious and non-religious. This study sought to establish the alternative ways that the Catholic Church could communicate big data based on the apparent gap between the existing large sets of data vis-à-vis their utilization. Objectives were to assess awareness levels of large sets of information flows, to identify accessibility levels of big data and analyze alternative ways of communicating in the Catholic diocese of Kakamega. The Organizational Information Theory and conceptual framework provided an insight on the relationship between stakeholder communication patterns versus big data utility. A descriptive survey research design targeted 38 respondents who were drawn from stratified purposive sampling was employed. Questionnaires and KII assessed the clergy only while FGDs assessed congregants alongside participant observation as instruments of data collection. Findings revealed the Catholic diocese of Kakamega had big data in form of texts, audio, videos, graphics and symbols whose awareness and accessibility levels varied due to behavioral and literacy related noise. As such, the existing channels were subject to review in order to reduce noise. The researcher determined that the definition of big data remained a challenge to even academicians. Religious corporations have big data whose utility affected them, and the investigation of the topic proved useful and not as earlier perceived as business-oriented only. Recommendations for policy-education on information delivery and packaging, introduction of a special needs office and mainstream media. Recommendations for further studies with a larger sample size, time frame and study site. The impact of big data on social welfare and exploration of big data in bridging the generational gap in churches was also presented in this study. Description: Master of Arts in communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3886 Files in this item: 1
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Muturi, Ruth K. (Daystar University, School of Communication, November , 2021)[more][less]
Abstract: Globally, there has been an ongoing debate on the journalism profession, with some arguing that a disconnect exists between the profession and academia. Available evidence suggests that the media industry has seen a decline in specialization and a corresponding rise of the generalist. Industry players have complained that journalists that are released to the marketplace are lacking in multimedia and basic technological skills. Simply put, they lack competency skills. Therefore, this study investigated key competencies required for the practice of journalism in Kenya. The following objectives guided the study: to explore the extent of journalists’ innovation in the practice of journalism in Kenya, find out levels of technological knowledge of journalists practicing journalism in Kenya, investigate emerging job skills and attributes critical for the practice of journalism in Kenya, and examine skills gaps identified among journalism graduates in Kenya. The study design was descriptive. Quantitative and qualitative data were obtained from a sample of 139 comprising journalists and editors. According to the results, journalists enter into newsrooms with little skills, resulting in retraining by the employer. Also, an interview with editors confirmed that they (editors) are always keen to notice journalism graduates with mastery of required skills and competencies as they join their organizations. Moreover, results indicated Pearson r=184.619 and p=0.001. A strong positive correlation was established between journalism competencies and the likelihood that employers often consider journalists’ innovation, technological knowledge, and the emerging job skills and attributes critical to journalism in Kenya. Based on the results, the study recommends that media outlets work closely with journalism schools to ensure that journalism graduates get both theory and practical aspects of training so that they can perform better in a media environment. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3885 Files in this item: 1
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Muriungi, Purity M. (Daystar University, School of Communication, July , 2021)[more][less]
Abstract: The purpose of this study was to establish the effects of internal communication on job efficiency at the Kenya Post Office Savings Bank (Postbank) by conducting an internal communication evaluation. This was in order to establish the effectiveness of internal communication at the bank and how the same affects employee’s job efficiency. The objectives of the study were to establish the effects of forms of internal communication on employee’s job efficiency at Postbank, establish employees’ perception on the relationship of internal communication to job efficiency, and establish the effects of supervisor-employee communications on job efficiency. The study employed a quantitative descriptive research design to establish the effects of internal communication on employee’s job efficiency. Questionnaires were used to collect quantitative data and they contained both open and closed ended questions and was divided into five sections. From the sample size of 60 employees at the headquarters, a total of 45 participated in the survey. The key findings from the study indicated that formal and informal communication were used as forms of internal communication at the bank, but formal communication was widely used to share official information about the bank among employees. From the results, 37.8% of the respondents indicated that as much as information was actively shared by management, the content in this communication was not clear and therefore employees had to seek clarification on most cases. 35.6% of the respondents indicated that their supervisors did not engage them in the process of decision making thus causing them to be demotivated. Additionally, 66.7% of the employees indicated that horizontal and vertical communication sped information sharing within departments. The study recommended that the institution should ensure all its systems work together and in a seamless manner for internal communication to be effective Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3874 Files in this item: 1
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Bwalya, Andrew (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: Today, social media pervades the daily life of many people including the faith of the youth. Consequently, a study on the use of social media among youths in Nairobi for peer evangelization emerged as an imperative. Pegged on the New Media Theory, the objectives of this research were threefold. Firstly, this inquiry sought to explore how Catholic youths in Nairobi used social media. Secondly, the research endeavored to examine the extent to which Catholic youths in Nairobi used social media for peer evangelization. Thirdly, this exploration strove to identify the challenges Catholic youths in Nairobi faced when sharing the gospel message on social media. The research adopted a descriptive design and employed a questionnaire to collect data. The researcher purposively chose the archdiocese of Nairobi due to its cosmopolitan nature. However, the study was limited to Kiambu and Nairobi Central deaneries within the archdiocese of Nairobi. Through a multistage sampling method, a sample size of 267 was randomly sampled. The response rate was 97.3 percent. Data from the respondents was collected. Thereafter, the researcher sorted, coded and analyzed it using the Statistical Package for Social Sciences (SPSS) Microsoft software version 26. The findings indicated that the respondents were active consumers of social media and used social media chiefly to communicate with friends. WhatsApp, Facebook and Instagram in that order appeared as the most popular social media among the respondents. The study also indicated that to a great extent the respondents used social media for peer evangelization. The study recommends that all Catholic youth chaplains in Nairobi should receive formal training in the use of social media. Once trained, they could eventually help the youth in packaging faith content on social media in a manner that captivates the audience. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3873 Files in this item: 1
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Mbugua, Beth M.G. (Daystar school of communication, May , 2010)[more][less]
Abstract: Almost three decades into the pandemic HIV and AIDS still claims the lives of many people particularly the youth. Top down and expert driven communication seems not to be working and more participatory communication is needed to communicate to the youth. The study used qualitative design to explore and evaluate the effectiveness of Magnet Theatre among the Kangemi youth. The purpose of this study was to evaluate the effectiveness of Magnet Theatre technique using the Freirian Participatory Theory to determine if Magnet Theatre is an effective peer education and HIV and AIDS communication strategy among the youth in Kangemi. Data was collected from NOPE staff, AoC and the youth aged between 14 years – 24 years in Kangemi using Focus group discussions, in depth interview, personal testimonies and direct observation. The overall feeling of the youth was that Magnet Theatre is an effective communication strategy among the youth as it is a horizontal and participatory communication that empowers the youth to critically think about their own behavior and promotes behavior change. The findings of the study underscored that the youth preferred Magnet Theatre to the top down expert driven conventional methods of communication HIV and AIDS. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3863 Files in this item: 1