School of Communication

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Assessment of Corporate Communication Strategies To Counter Negative Publicity on Social Media: A Case of Lexo Energy Kenya.
(Daystar University, School of Communication, 2021) Wafula, Christine
Social media is a strategic communication platform in the corporate world. However, using it can pose very significant risks to corporate image and reputation. Previous studies on social media and corporate communications haven not identified the strategies being used to mitigate the damaging effects of online negative publicity in firms. Therefore, the main aim of this study was to establish corporate communications strategies used to address negative publicity on social media focusing on Lexo Energy Kenya (LEK). Specifically, it sought to determine how choice of social media platform, training on social media communications handling, communications teams and available legal instruments were used to address online negative publicity on LEK. This study was guided by the Impression Management Theory and The Media Richness Theory. The study used census sampling, targeted senior management and Communication teams of the company. Data was collected using questionnaires, analyzed using descriptive and inferential statistical methods. The study found that that choice of social media platform had a strong influence on the management of online negative publicity. Also, internal stakeholder training on social media communications handling had a moderate influence. The use of communications teams was found important, while availability of legal instruments was not a factor in addressing online negative publicity in LEK. The study, therefore, recommended that firms should constantly evaluate their social media platforms to leverage their image without risking on online-backlash. There is need to train the internal stakeholders more on managing social media handles. The firms also need to give more support to their communications teams. Lastly, the study recommends that firms should prepare for legal eventualities as negative online attacks could escalate if not addressed.
The Effectiveness of Vertical Communication And Its Relationship With Student Unrest In Universities: A Case Study of Technical University of Kenya
(Daystar University, School of Communication, 2018-07) Ndege, Serah Kainyu
Communication and Satisfaction in The Marital Dyad: A Study of the Catholic Marriage Encounter Programme in Kenya
(Daystar University, School of Communication, 2005-04) Kibuthu, Rosemary
Many marriages are hurting and couples are looking for solutions to their hurts. Poor or breakdown of communication has been cited as a major cause of marital disillusionment. This study set out to examine the role of dialogue and communication in relation to satisfaction in marital dyads. It also evaluated the Marriage Encounter Programme with a view to determining its effects on the couple participants' marital life through their experiences in the programme. The Marriage Encounter Programme is a Catholic Church sponsored programme to help revitalize marriages and restore marital intimate relationships. A questionnaire adapted from Spanier's (1976) Dyadic Adjustment Scale (DAS) was self-administered to 40 couples attending a "Deeper Weekend Encounter." These couples were drawn from most Provinces in Kenya and came together for a renewal/revitalizing conference. Sixty-six (66) duly completed questionnaires were returned representing 82.5% response rate. The remaining questionnaires were returned long after the analysis had been done. Questionnaire data was coded and keyed into the computer then analysed using Statistical Package for Social Sciences (SPSS for Windows 1 1.0). Averages, frequencies and percentages were then computed. Further, seventeen open-ended questions were added to the DAS scale and a focus group discussion was conducted with four couples that were facilitators of the programme. First, a coding scheme was pre-assigned to the open-ended questions. The responses were then analysed qualitatively. iv The respondents were all Kenyans aged between 20 and 50 years with the majority around 30 and 40 years. There were 34 males and 32 females showing an almost equal distribution of men and women. Of the males, ü'0 were priests who facilitated the Encounter. The couples had been married beueen 5 and 20 years. A majority of these had attained college level education, were employed and lived with their spouses most of the year. They reported dialogic communication as helpful resulting in satisfaction in their marriages. They reported that the Marriage Encounter Programme (MEP) had a positive impact on their marriages, that they were now more open and trusting. A few reported negative effects, such as more frustration over unmet needs expressed in the previous weekend encounters, disagreements beWveen spouses over the (MEP) experiences, differences in opinion about "dialogue itself;" "how often", "how to apply it in familY', and "other unvoiced problems". On communication and decision-making, "consult" and "join" were evaluated highty as enhancing satisfaction in marriage; also one spouse's communication skill affected the other spouse's satisfaction or dissatisfaction. The research findings and literature review give hope for happy lasting marriages through diaJogic communication. Marriage is God-ordained, marital conflict is a human condition, and only commitment of partners to God and to each other will make dialogue possible. This will result in happy and lasting marriages despite faults and imperfections.
A Communication Audit of The Internal Publics of Privately Owned Secondary Schools: The Case of Nairobi County, Kenya.
(Daystar University, School of Communication, 2011-10) Ombuya, Nanncy Adagala
Cazmunication Audit (CA) has become a master trope across many spheres of research (Tourish, 2010). There are two levels in using communication audit. =s:•- *ere is the diagnostic level where organizational values and beliefs are examined tools which disclose the means in which various groups of internal publics =mzxate with one another and how well they do so. The other level is prescriptive where iD±nzs that emerge from the diagnostic events lead to the advancement of a gradually strategy. It is only recently that communication has gained visibility in schools. In communication became a serious topic among stakeholders in the education sector context of unrests. This study audited communication styles amongst the internal of privately owned secondary schools (POSSs) in Nairobi County, Kenya. Data was —Ssed quantitatively using descriptive statistics made of visual techniques like tables, pie and figures; and narratives derived from the qualitative data. A multi-method CA was within 18 POSSs and a total of 162 individuals were selected. The CA uncovered s:rnus communicative problems that require the attention of proprietors and management of *ZSSs. Specifically, the study found out that the government has not enacted legislation to •cognize the Kenya Private Schools Association as a regulator of the POSSs under its watch. FHer, a lack of freedom to express opinion by teachers and students was noted. Existing ammunication gaps such as the non-existence of organizational charts, communication pians, clarity of responsibilities and reporting lines, lack of written down communication Plicy or even whistle blower policy were noted. Fear of reprisal, victimization or being perceived as a whistle-blower amongst teachers and, snitches among students was evident. This was found to be a deeply rooted culture in the schools. Future studies can then investigate whether this status quo has changed. The main contribution of this study to literature is that it is a baseline study on the communication practices for POSSs.
Attitudes Towards Local Language Bible Translations among Select Christians in Nairobi: A Functional Analysis
(Daystar University, School of Communication, 2001) Lheanyichukwu C. Okorie, B. A.
The purpose of this study was to analyze the attitudes that Christians in Nairobi have towards their local language translations of the bible and investigate the relationship between these attitudes, on the one hand, and preferences and uses of these translations on the other. The survey method of data collection was employed and a questionnaire with 30 questions was designed to identify attitudes, uses and preferences. This method was chosen because it provided the best means for acquiring the data. Å Iola) of questionnaires were equally administered among 10 local churches in Nairobi. There was a 70% response rate. The questions were coded, and using the SPSS program, the data was keyed in, analyzed and interpreted. Among the key findings of the research were: Christians in Nairobi have favorable attitudes towards their local language translations of the Bible. Christians in Nairobi prefer and use English versions of the Bible more than they use their local language translations. The value expressive function of attitudes best defines the attitudes of Christians in Nairobi towards their local language Bible translations. From the findings of the research, the future of local language translations of the Bible is dim. Christians in Nairobi expressed positive attitudes towards their local language translations of the Bible, but their preferences and uses of the Bible indicate otherwise. This implies that many of the languages in Kenya could be on the threshold of being termed 'endangered'.
An Assessment of Communication Media used in Counselling by Selected Churches in Nairobi.
(Daystar University, School of Communication, 2006) Shivere, Angela B.
Many organizations engage in programmes without paying much attention to the audience they intend to reach. An evaluation of programmes is crucial to determine whether an organization is working within its vision and mission. To establish whether the needs of the target audience are met through the services or programmes offered feedback from target audiences is necessary. The purpose ofthis study was to assess the communication media that the is using to meet the counselling needs of young adults. This study aimed at determining whether the counselling needs of young adults in the Church are met through the media the Church is using and ultimately, provide feedback to the Church as a basis for evaluation. A survey was conducted among 440 young adults in four churches in Nairobi. The findings indicated that just over half of the young adults in the Church feel that the Church understands their counselling needs and provides avenues for these needs to be met. This was especially true in churches that had fora other than the Sunday service where young adults were able to meet for need specific ministry. The study established that the counselling needs of young adults are centred on career, personal finance and relationships, for which they hope to get help from the Church. From the study, it was apparent that personality, religious beliefs and individual perceptions were key factors that influenced individual choice of media. It further emerged that peer counselling, which happens within the interpersonal communication context is the preferred way of obtaining counselling among young adults. Thus, one of the conclusions from this study is that the Church needs to equip its members with counselling skills that would allow for effective peer counselling.
A Communication Audit for Effective Management: A Case Study of an East African Publishing House, Nairobi, Kenya
(Daystar University, 1991-06) Muriithi, Samuel Muiruri
Effects of Local Content Regulatory Policies on Commercial Free to Air Television Stations in Kenya
(Daystar University, School of Communication, 2024-10) Sakana, Solomon L.
The purpose of this study was to evaluate how local content regulations have affected Kenya's commercial free-to-air television stations. The objectives of this study were; to determine the effects of Kenya's watershed period policy on commercial free-to-air television stations, assess how the 40% local content (maximum of 60% foreign content) policy affects commercial free-to-air television stations in Kenya, examine the extent to which editorial content policies affect commercial free-to-air television stations in Kenya and to determine the effects of content licensing policies on commercial free-to-air television stations in Kenya. This study’s theoretical framework was anchored on the social-responsibility theory. The social responsibility theory that was proposed by Siebert, Peterson, and Schramm (1956) is based on the concept that it is necessary to have a free press that is not subject to censorship. The study implemented a combined research methodology to facilitate a more comprehensive comprehension of the research problem. The mixed method was suitable for this investigation because of the integration of both quantitative and qualitative data collection and analysis methods. The assessment tools used in the study consisted of a staff questionnaire and a structured interview specifically designed for TV station directors. The study found, however, that Kenya's watershed period policy accounted for 53.6% of the variances observed in the country's commercial free-to-air television stations. The study found the implementation of the 40% local content policy was a good predictor of the performance of commercial free-to-air television stations in Kenya. The analysis produced a computed statistic equal to F=319.712, p=0.000. The study found the implementation of the 40% local content policy was a good predictor of the performance of commercial free-to-air television stations in Kenya. The analysis produced a computed statistic equal to F=319.712, p=0.000. The findings of the study also indicated that editorial content policies accounted for 47.4% of the observed variances in commercial free-to-air television channels in Kenya. The study concluded that content licensing policies were responsible for explaining 51.8% of the variances that were observed in Kenya's commercial free-to-air television stations. The study recommends that broadcasters must ensure strict adherence to existing policies, especially those pertaining to local content standards. In the future, scholars ought to concentrate their efforts on determining the degree to which these regulations will influence the long-term viability and expansion of the local media business.
Behaviour Change Communication in Self-Management of Diabetes During Covid-19 in Kenya: A Case of Diabetes Type 2 Patients at Kapsara Sub-County Hospital
(Daystar University, School of Communication, 2024) Kabwoya, Elizabeth Adisa
The purpose of the study was to explore Behaviour Change Communication (BCC) by Kapsara Sub-County Diabetes Wing in self- management of Type 2 Diabetes during and post COVID-19 pandemic in Kenya. Its objectives were to explore behaviour change communication strategies utilized in the self-management of diabetes during COVID-19, identify barriers to effective behaviour change communication and examine the long-term effects of behaviour change communication interventions implemented during the COVID-19 pandemic. A cross- sectional descriptive mixed methods research design was adopted in this study and the target population comprised diabetic patients who were regular attendees who came for routine checks and treatment at Kapsara Sub-County Hospital before COVID-19 struck in March 2020. Random sampling technique was used to select a sample size of 66 respondents. Questionnaires and interviews were used in data collection which were analysed using descriptive statistics and thematic analysis approach. The study found that there was modification of the BCC strategies used during the pandemic was inevitable. The hospital used telehealth, bulk SMS for messaging, adopted education using the community health volunteers, the tackle box system, and hubs and spokes to enhance communication with patients and adherence to medication. The barriers to healthy social behaviours included maintaining the discipline for a healthy lifestyle in terms of diet and exercise, work-related conditions like working in difficult shifts and lack of knowledge and basic information about healthy behaviours. The study concluded that BCC interventions played a vital role in diabetes management by fostering better self-care practices, enhancing patient engagement, and addressing emotional aspects needs. The study recommends that the barriers to BCC in diabetes management need to be addressed by improving health literacy and education and technological infrastructure.
Evaluation of Employees’ Perception on The Effectiveness of Communication Strategies Adopted for Internal Communication: A Case of Teachers Employed by TSC
(Daystar University, School of Communication, 2024) Muthoni, Gachonjo Dorcas
Human beings are communicative in nature and this begins once they are aware of their existence as they tend to communicate and interact with others. This is attributed to the fact that human beings are social beings who seek contact, connection, and closeness. The success of any organization depends on the extent to which it’s able to embrace effective communication. The purpose of this study was to establish teachers’ views on the effectiveness of the communication strategies adopted for internal communication by the TSC. This was achieved by addressing four key objectives namely-: to identify communication strategies utilized by teachers to communicate with the TSC, to find out teachers' views on the communication strategies adopted by TSC for internal communication, examine teachers’ views on the introduction of the policy of using social media as a communication strategy for internal stakeholders and not just external stakeholders and finally to establish challenges teachers face utilizing the communication strategies adopted by TSC. The research was guided by system theory and a descriptive research design was utilized. Stratified sampling and simple random sampling techniques were employed and the sample size was 150 respondents. The research adopted a quantitative approach to collect primary data by use of selfadministered questionnaires. The study established that Communication with TSC primarily occurs on an annual basis through electronic means and there is widespread support for using social media as a communication tool. Significant challenges such as delayed and ineffective communication were noted , highlighting areas for improvement in TSC’s communication strategies. The study concluded that use of email is the preferred method for TSC to reach teachers.The study recommends that future studies should examine the connection between teachers’ job satisfaction and TSC communication frequency as well as assessing how utilizing sites like Facebook and X Space specifically affects communication.
Analysis of Television Programs Broadcasted on Malawian Television Stations: A Study on Content, Production Values, and Regulation.
(Daystar University, School of Communication, 2024-10) Manjolo, Nakali Duncan
Television significantly influences societal perspectives worldwide, and in Malawi, it is a vital medium for information dissemination and entertainment. However, there is limited understanding of Malawian television programs' content, production values, and presentation due to inadequate research resources, technological constraints, and a lack of focus on long-term analysis by broadcasters. This study seeks to fill this gap by examining the genres and production values of programs aired on Malawian television stations and assessing compliance with the Malawi Communications Regulatory Authority (MACRA)'s 60% local content requirement. The main objectives of the study are to analyse the types of programs broadcast, evaluate their production quality, and determine the extent to which broadcasters meet the local content quota. The research was conducted in Malawi and focused on programs aired on local television stations, including local and international content. The study employed a mixed-method approach, collecting data through online interviews with media managers and analysing official documents, such as transmission schedules, from four major broadcasters: Zodiak Broadcasting Station, Mibawa Television, Times Television, and Malawi Broadcasting Corporation. A coding scheme was developed to categorise program genres, assess production values (e.g., audio and video quality, editing, special effects, and set design), and measure compliance with the 60% local content rule. Data were analysed both quantitatively, using Microsoft Excel to generate genre distribution and production value ratings, and qualitatively, through coding and thematic analysis of interview transcripts. The findings revealed that popular television genres in Malawi include news, sports, documentaries, talk shows, entertainment, and religious programming, with news and sports being particularly favoured by audiences. Production values varied, with camera work and lighting rated satisfactory, but audio quality and graphic design needed improvement. The study identified economic and technological challenges as key factors affecting the overall production quality of Malawian television programs. The study found that all broadcasters exceeded the 60% threshold for compliance with MACRA's local content quota, with Mibawa Television achieving 100% local content. However, broadcasters face challenges such as financial constraints and outdated equipment, which impact the diversity and quality of local programming. Despite these challenges, there is a clear commitment to promoting local content. The study concludes that while Malawian television programming has strengths in audience engagement, there is room for improvement in production values and content diversification. Enhancing local programming quality and exploring new genres like game shows and reality programs could further strengthen the television industry's growth. Addressing technological and financial barriers will be crucial for elevating Malawian television's standards to align with international benchmarks and expand its global presence.
`Effect of Digital Migration on Performance of Advertising Agencies in Kenya For The Period 2015 to 2019
(Daystar University, School of Communication, 2024-10) Wangui, Nancy
The migration to digital broadcasting can be outlined as a switchover from analog services to digital-based networks over a definite time. In order to fully certify that all analog services are simulated to digital networks, the main purpose of migration is to ensure that the end goal of the switch off of analog services to digital services is done over a specified time. In February 2015, Kenya switched from analog to digital broadcasting amid resistance from media houses and other stakeholders in the media industry. This study sought to examine the implications of the switch on advertisers in Kenya. The objectives of the study were to examine the effect of digital migration on performance of advertising agencies, describe digital migration activities, determine the relationship between digital migration and client acquisition, and establish the effect of client retention and digital migration on performance of advertising agencies in Kenya. The study was guided by the multi-step flow theory and the technology acceptance model (TAM). It employed a descriptive survey design. The study’s population comprised 15 advertising agencies (specialized institutions dealing with advertising campaigns on behalf of their clients in Kenya) registered under the Association of Practitioners in Advertising. Therefore, it adopted a census study survey since the sample size was all 15 advertising agencies. Managing directors or the client service directors, finance managers, and media managers were selected to take part in the survey to limit self-reporting bias that would occur if only one person per agency had been selected. The number of respondents was 45. Primary data was collected by administering semi-structured questionnaires. The questionnaires were then coded and analyzed using the Statistical Package for the Social Sciences (SPSS), version 24. The study then used descriptive statistics (frequencies and percentages) to interpret the results. Inferential statistics used was the analysis of variance (ANOVA) to determine mean differences in order to establish the effects of digital migration on aspects of advertising agencies. The study found mixed results on whether digital migration affected the performance of advertising agencies. Quantitative results showed that the respondents were mostly neutral on whether and how digital migration had affected both client acquisition and retention. Based on the results, the study concludes that a few positive changes were observed in terms of changes in advertising presentation styles, design of advertising content, availability of more accurate tools to measure advertising reach, and an increase in advertising spend. The study recommends that advertising agencies should work on understanding what aspects of their business have not improved and why in order to improve their overall performance. Since most agencies agree that their efficiencies were improved, it would be important to address other aspects of the business that may have made some of the agencies not observe positive changes due to the digital shift.
Kenya Airways External Stakeholders’ Perception of the Airline’s Crisis Communication Strategies
(Daystar University, School of Communication, 2024-10) Otieno, Mercy Akoth
There exists a gap in empirical evidence in Africa on crisis communication strategies and the manner in which they affect the formation of perceptions by stakeholders. This study of perceptions is crucial because what stakeholders say about an organization affect the manner in which they flourish and has a great impact on their reputation and corporate image. This study sought to assess Kenya Airways external stakeholders’ perceptions of the airline’s crisis communication strategies; which formed its main purpose. The study has three objectives which guided its approach. They were; i) to establish Kenya Airways passengers’ views on the crisis communication strategies of the airline ii) to determine the views of Kenya Airways passengers regarding the timeliness of the airline’s crisis communication strategies iii) to assess the impact of Kenya Airway’s crisis communication strategies on passenger patronage of the airline. The study majorly relied on the Situational Crisis Communication Theory (SCCT) and the Attribution theories to support its arguments and findings. The study used the phenomenological research design to collect qualitative data from Kenya Airways passengers. The sampling techniques used were purposive and snowball sampling techniques to a sample size of 12 participants. Data was collected through interviews which was done of Kenya Airways passengers. This data was later analyzed through a thematic analysis which was most suitable for the synthesis of data collected. Some of the key findings in this study attributed to the fact that a majority of Kenya Airways passengers hold negative perceptions about the airline owing to the lack of empathy they perceive from their crisis communication strategies and the lack of accommodative measures to cater for their needs during crisis. Consequently, the study concluded that Kenya Airways should be more concerned about the perceptions their stakeholders hold about them by channeling that feedback as a recommendation to enhance its operations. Further recommendations were geared towards Kenya Airways building a robust complaints management system and enhancing its feedback collection mechanism during crisis. Such measures are likely to positively impact perception formation of the airline which is more beneficial to it as a corporate.
Framing of Development Messages by Communication Specialists: A Case of Compassion International, Kenya.
(Daystar University, School of Communication, 2024) Achieng, Dorothy
The challenges communication specialists at Compassion International Kenya face in effectively framing development messages, can lead to misunderstandings, conflicts, and reduced impact. The purpose of this research was to assess how these communication specialists frame development messages to influence diverse audiences. The study was guided by four specific objectives: identifying the most salient media frame, determining whether the framing was thematic or episodic, evaluating the valence (positive or negative) of the framing, and assessing the correlation between thematic/episodic framing and valence. Framing Theory was used as the theoretical foundation, exploring how information presentation influences audience interpretation. A content analysis methodology was employed, supported by descriptive research design. A qualitative research approach was adopted, focusing on in-depth message analysis. The population included blog posts by Compassion International Kenya between January and August 2022, with a sample of 56 articles selected through purposive sampling to ensure relevance. The findings revealed that thematic framing, focusing on broader societal issues, was more commonly employed than episodic framing. Positive valence framing was frequently used, emphasizing success stories and fostering stakeholder optimism. A strong correlation between thematic framing and positive valence was observed, indicating that the communication specialists strategically frame messages to create an uplifting narrative. Additionally, positive valence framing helped sustain donor engagement and reinforced the organization's credibility, suggesting its effectiveness in achieving Compassion International Kenya’s communication objectives. The study recommends that Compassion International Kenya continue using thematic and positive framing techniques to enhance audience engagement. Further training for communication specialists is suggested to improve the efficacy of message delivery. These findings can serve as a valuable model for other faith-based organizations to enhance their development communication strategies.
Perceptions of Covid-19 Victims Towards The Government Communication Channels: A Case of Kenya Society for The Blind
(Daystar University, School of Communication, 2024-10) Kamau, Murugi
The COVID1-19 impact was particularly noticeable among those with disabilities, especially among visually impaired persons. At the height of the pandemic, timely, reliable and an all-inclusive communication was important for this vulnerable group. Unfortunately, because they are unable to see the posters and memes, people with visual impairments were majorly cut off from information. Also, a lot of individuals with visual impairments lacked access to assistive technologies like Braille readers and paper at home, which impacted their accessibility to current information. It is in this vein that the current study assessed the perception of COVID-19 victims towards the government communication channels: a case of Kenya Society for the Blind. The specific objectives included to assess the perception of COVID-19 victims at the KSB on government communication channels; to find out the channels of communication used by government during COVID-19 pandemic; and to determine the perception of COVID-19 victims at the KSB on the channels used by government to communicate to them. The study used group think theory and social comparison theory. Regarding research methodology, the study used a descriptive research design while the target population was 50 members (06 leaders and 44 regular members) of KSB who also formed the sample size. The study also chose to employ purposive sampling technique while a focus group discussion and interview guide (primary data) were used as the data collection tools. The methods for data analysis included thematic analysis. It was found that the perception by visually impaired persons about government communication channels was not impressive due to the fact that most of the messaging failed to take care of their interests. It was found that the government used SMS, TV, Radios, Prints, social media, and public address as channels for communication. The study found that indeed there was a strong relationship between the perception of Covid-19 victims and government communication channels. The study conclude that perception by visually impaired persons about government communication channels was unimpressive because of inability to obtain essential information due to absence of braille materials or audio descriptions. Regarding communication channels, the study concludes that government employed mobile SMS, TV, Radios, Prints, social media, and public address system as communication channels. On the relationship between perception of Covid-19 victims on channels used by government to communicate to citizens, the study concludes that there existed a significant relationship among respondents’ perception and the government's channels of communication during Covid-19. Regarding recommendations, the study recommends that to guarantee that everyone, including people with visual impairments, have access to updates, the government ought to make information available in a variety of accessible formats, such as audio, Braille, and big print. On communication channels, the study recommends that the government should make sure that all significant updates and announcements are accessible in high-quality audio forms, like podcasts and specialized radio shows. On the relationship between the perception of COVID-19 victims and the channels used by government, the study recommends that the government should modify its messaging to take into account the special requirements and experiences of COVID-19 victims in the community of visually impaired.
Role of Community Radio in Communicating Anti-Female Genital Mutilation Information: A Case of Lokoi Fm, Baringo County
(Daystar University, School of Communication, 2024-10) Chumba, Mary Jepsergon
The purpose of the study was to look into the role of Lokoi community radio in communicating anti-FGM information in Tiaty Sub County, Baringo County. Specifically, the study sought to: find out what messaging strategy was used in the anti-FGM content aired by Lokoi Community Radio, examine the radio schedule of the anti-FGM radio programme used by Lokoi FM and how the audience interacted with the anti-FGM radio programs aired by Lokoi FM. Guided by the agenda setting and reception theories, the study employed a qualitative methodology drawing on in depth interviews with radio staff (producer and a script writer) and the women of Riongo and Losikiriamoi sub locations of Naudo Location. Purposive sampling was used to select the radio participants while snowballing was used to select the women for the FGDs while census sampling method was used to identify the anti-FGM radio programmes. The findings revealed that the programming of activities and radio scheduling of anti-FGM programmes play a key role when communication anti-FGM information using the radio. Pokot women perceived the consistent airing of antiFGM talk shows should be considered and their views when scheduling the programmes should also be put into consideration. Overall, from the research findings, the study concluded that the programming and radio scheduling played a key role when communication anti-FGM information using the radio. It recommended audience involvement when doing programming and scheduling of the radio programmes particularly on key matters affecting the community such as FGM.
Use of Humour in Covid-19 Communication in Kenya: A Case of Cabinet Secretary Mutahi Kagwe’s Covid-19 Speeches.
(Daystar University, School of Communication., 2024) Letting, Joan
This study examines Cabinet Secretary Mutahi Kagwe's strategic use of humour in Kenya’s COVID-19 communications. Despite the effectiveness of humour in public messaging, its use in serious health crises like COVID-19 raises concerns about potential risks, such as trivialising the severity of the pandemic. The research aimed to investigate how humour was employed in COVID-19 Communications, evaluate its effectiveness, and assess public perception using the Play Theory of Mass Communication and the Relief Theory. A qualitative approach incorporating an indepth interview with CS Kagwe, an analysis of 30 purposively sampled televised briefings, and semi-structured interviews with 26 youth from the Starehe constituency, were selected using convenience sampling. Data were analysed using textual analysis for the videos and thematic analysis for the interviews, using NVivo software, Excel, and manual coding techniques. The study found that humour was used deliberately to alleviate public anxiety and enhance message retention. It resonated well across various demographic groups, contributing to increased public engagement and compliance with health protocols. However, some dissenting voices expressed concerns that humour might have downplayed the pandemic’s seriousness or alienated those directly affected by the virus. Humour, when used strategically and in alignment with cultural sensitivities, can be an effective tool in public health communication, especially during crises. The absence of significant backlash suggests that the humour employed was appropriate for the Kenyan context. The findings indicate that humour when used strategically and aligned with cultural sensitivities, can be an effective tool in public health communication during crises. The study recommends that future public health strategies consider integrating humour to improve message retention and public cooperation. However, care must be taken to avoid trivialising serious issues. Further research should explore the long-term effects of humour in public health messaging and its effectiveness across different cultural contexts.
Effect of Internal Crisis Communication Strategies on Employee Work Performance During Covid-19 Pandemic in Level Four Hospitals in Uasin Gishu Countyect of Internal Crisis Communication Strategies on Employee Work Performance During Covid-19 Pandemic in Level Four Hospitals in Uasin Gishu County
(Daystar University, School of Communication, 2024) Atieno, Rasowo Eileen
This study aimed to establish the effect of internal crisis communication strategies on employee work performance in level four hospitals in Uasin Gishu county during the pandemic. Specifically, it examines the effects of information sharing, communication channels, and leadership communication on employee work performance in these healthcare facilities during this period. The study adopted a causal-comparative design and a mixed-method approach. Causal-comparative design identifies causal relationships between variables (Brown, 2020), while a mixed-method approach concurrently collects quantitative and qualitative data to complement and enhance findings (Creswell, 2014). Data was collected in level four hospitals in Uasin Gishu County. 287 employees and 16 section heads were sampled using a two-stage stratified sampling method. The first stage involved stratifying the study units into groups, followed by further stratification of employees. Random sampling was then used to select the final sample of section heads and employees. The research employed multiple regression analysis to determine the effect of internal crisis communication strategies on employee work performance. The study revealed that both information sharing (b=0.464, p<0.001) and communication channels (b=0.437, p<0.001) had positive and statistically significant effects on employee work performance. Conversely, leadership communication was found to have a negative but statistically non-significant impact on employee work performance (b=-0.015, p=.610). These findings indicate that in the context of the COVID-19 pandemic, internal crisis communication management within level four hospitals in Uasin Gishu County was a critical determinant of employee work performance. Effective communication channels and information sharing positively impacted employee work performance in the county. Given the findings of this study, there is a need for future research to comparatively analyze the impacts of these strategies to identify and recommend the most effective combination for optimizing internal crisis communication within organizations in different contexts.
A Participatory Communication Approach in The Rehabilitation of Street Children: A Case of Mathare Slum in Nairobi County.
(Daystar University, School of Communication, 2024) Anyango, Ouma Drusilla
The phenomenon of street children is a social dilemma faced in different counties in Kenya. Efforts to rehabilitate children living and working on the streets have been employed both by the government and non-governmental organizations working with children. One of these interventions is participatory communication which is used to involve the children in programmes designed for them within the rehabilitation centres. There are several studies on the interventions applied in the rehabilitation of street children, however, the role and impact of participatory communication approach in the rehabilitation of street children is insufficiently explored. This study sought to identify the role of participatory communication and its effectiveness in the rehabilitation of street children in rehabilitation centres in Mathare Sub-County, in Kenya. This exploratory study sought to understand the experiences, views and needs of the street children and to examine the communication approach used in rehabilitation centres. Additionally, to establish the rehabilitation centres’ level of involvement of street children in the interventions and the challenges they encounter in the delivery of communication approach during rehabilitation. The theory that guided the study was the Participatory Communication Theory which advocates for a two-way process of communication which is engaging and collaborative. Primary data collection was done in four rehabilitation centres. The researcher focused on participants who had frequent (daily) interaction with the children in the rehabilitation centres. The participants for the study were purposively selected and the researcher adopted the exploratory research design. Data collection tools included an in-depth interview guide with sixteen participant, 10 social workers and 6 children aged 11-17 years. Data was analysed using thematic summary analysis where the researcher focused on the major themes emerging from the responses. Key themes were identified: formed connections; rehabilitation process; participatory communication approaches; language; child participation; psychoeducation; withholding information; survival tactics; trauma; child experiences in the rehabilitation centre; child involvement; and child empowerment. Participant’s responses evidenced that participatory communication approaches are being applied in the rehabilitation of the street children but there is need for trust. The study revealed that both the social workers and the street children acknowledged that there was involvement of both parties in the rehabilitation process. However, there were levels of participation evidenced in the study and some of the challenges to participatory communication include mistrust, trauma, drug and substance abuse and language barrier. This study recommends an end to end participatory communication approach in the rehabilitation of street children from the point of rescue to their rehabilitation, rather than the segmented approach which does not begin at the point of rescue. The researcher recommends that future research delve deeper into exploring the role of communication approaches in the rehabilitation of street children in different contexts. Such studies can use comparative research to determine the different approaches to describe and explain similarities and differences of the study problem.
Assessing Citizen Tv Framing of Male Candidates During The 2022 General Election in Kenya
(Daystar University, School of Communication, 2024-10) Momo, Kollie
Today, Kenyan media is considered largely independent and driven by efforts by managers to create a balance between the needs of stakeholders. The digital age has come with unique opportunities and challenges in regard to political communication and framing of information by the media. In addition, the Kenyan political landscape is characterised by male dominance (Makau, 2019). Numbers at elections, occupation of offices, and influence over important policies indicate that male politicians are more likely to get involved in leadership roles and prevail over their female counterparts (Kaburu, 2019). Efforts to institute gender balance have failed over the years. The media which play a major role in the political atmosphere is one factor that could influence said imbalance. Therefore, this study aimed to assess how Citizen TV framed male candidates during the 2022 elections in Kenya. The research adapted the framing theory by Erving Gofman. The research seeks to make the case that understanding frames is crucial to comprehend the coverage of male politicians as a key factor in defining their position in governance institutions and the general societal structure in Kenya.The research covered the content disseminated by the TV channel during the campaign period under four frames: gender aspects, qualifications, policy orientation, and male politicians' frame. The researcher focused on content analysis as the overall design for the study. The data analysis method is mixed. It is a combination of quantitative and qualitative methods. The quantitative part entailed the presentation of figures on the dominance of the frames. The researcher analysed 200 news items across Citizen Digital. Most of the content analysed in this research was from Citizen Digital at 48%. About one-half of the articles and videos were published or aired between May and July 2022, with the rest being sparsely scattered between October 2021 to April 2022 and August 2022. The process undertaken in the collection and analysis of data showed that Citizen Television gave widespread attention to male candidates during the 2022 general elections. Overall, male politicians received balanced coverage during this period. Most of the news items were objective. The journalists concentrated on their role to inform. However, there were few instances where they gave attention to the personal lives of the candidates with the mere intention of attracting the attention of the audience. Overall, the findings demonstrate objectivity in the coverage of male candidates, including instances where the journalists gave attention to gender issues. Four frames that were used in the coverage of male politicians by Citizen TV during the 2022 general election are explored in this research. The study recommended more research to help media stakeholders understand the need for objectivity in election coverage. More research is needed to compare the four frames in this study and more themes across the genders.

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