Browsing by Author "Kirunga, Shadrack Njoroge"

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    Social Class Stereotyping in Televised Comedy: A Case of Students at Multimedia University of Kenya in Nairobi, And Africa Nazarene University in Kajiado County, Kenya
    (Daystar University, School of Communication, 2023) Kirunga, Shadrack Njoroge
    This study looked at the use of social class stereotypes in televised comedy in Kenya, exploring how audiences perceived the use of stereotypes and how this impacted on their perceptions of social class. The study utilized the cultivation theory and adopted a phenomenological research design through which the experience of individual viewers is the unit of study that would lead to a deeper understanding of the phenomenon. Data was collected in two Universities, Multimedia University of Kenya in Nairobi County and Africa Nazarene University in Kajiado County in Kenya. The data collection was through focus group discussions which were audio recorded, transcribed and analyzed using Microsoft software—Microsoft Excel for coding and Microsoft Word for analysis. The study found evidence of cultivation through incidental information found in the stereotypes, confirming that the use of social class stereotypes did more than just create laughter; it also provided information that viewers found to be useful in different ways including as a source of information regarding members of other social classes, consequently impacting on inter-social class relations. The study also found that the context in which such stereotypes are used largely determines how they are received by audiences, implying that comedy sanitizes content that would be offensive in other contexts. Finally, the study found evidence that viewers would favor a reduction on the use of stereotypes and recommended that the industry should self-regulate without stifling freedom of expression and nurturance of talents.