School of Communication

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Strategic Construction and Consequent Interactions of Kenya’s State House Tweets Between 2013 and 2022
(Daystar University, School of Communication, 2024-10) Oketch, Dennis Danson
Globally, Twitter (now known as X) has become a prominent platform for socio-political discussions between presidencies and citizens. However, there is limited research focusing on African presidencies. This study examined the strategic construction of tweets from Kenya’s Statehouse account during Uhuru Kenyatta's presidency and the subsequent interactions they generated among the audience. The research aimed to understand the strategies used, how the messages were perceived, and how they were interacted with to provide insights into how Twitter can be leveraged for effective presidential communication. The primary objective was to reveal how the Kenyatta presidency utilised Twitter as a strategic mass communication tool. The research sought to identify the strategies used for crafting Twitter messages, the types of messages posted, audience interactions, thematic patterns in the tweets, and the challenges and successes encountered on Twitter. A qualitative content analysis was conducted, targeting the complete set of 9,214 tweets from the Kenyatta presidency. Purposive sampling included two in-depth interviews and all tweets shared by the Statehouse Twitter handle between 2013 and 2022. After conducting a thematic data analysis, findings were presented using a hybridised grounded theory consisting of several theoretical frameworks: theory of reasoned action, social aspects theory, para-social interaction theory, uses and gratifications theory, deliberative democracy theory, and public sphere theory. This approach helped me understand the research problem beyond the limitations of each theory. The study contributes to knowledge by offering a Global South perspective on how presidencies use Twitter for communication. It found that the Kenyatta presidency strategically constructed and disseminated messages on Twitter to educate, report performance, promote unity, explain complex issues, and engage the public. The platform proved effective despite challenges like misinformation and Twitter's 140-character limit. To improve effectiveness, the study recommends that presidencies develop communication and engagement strategies, use high-quality multimedia, respond quickly to feedback, and create performance monitoring frameworks. For future research, the study suggests examining Twitter's impact on public perception and trust in presidencies through longitudinal studies focusing on policy impacts, sustained engagement, and citizen compliance to determine whether an active Twitter presence correlates with effective governance. Further research should explore contextual factors affecting user interactions on Twitter by analysing how demographics like age, gender, and location influence communication and content sharing. Researchers are also encouraged to adopt grounded theory approaches in Twitter studies. From this research, presidencies and other elite institutions can understand Twitter’s unique role in information dissemination and dialogue mobilization, highlighting its significance for governance.
Assessing The Expression of Identity in Propagation of Extreme Speech: A Case Study of The Facebook Page ‘State House Kenya’
(Daystar University, School of Communication, 2024-10) Mutinda, Jacob Muia
The dissemination of extreme speech on Facebook has the potential to exacerbate existing ethnic tensions and prejudices and portends the risk of political violence and life loss if not well understood and checked. This study set out to understand the expression of ethnic identity in propagating extreme speech on Facebook in Kenya by analyzing themes, narratives, and interactions. The research questions guiding this study were: RQ1: In what way does the content communicated signalize the formation of an in-group and refer congruence among the individuals?; RQ2: What forms of the content communicated identify categorization for the out-group?; RQ3: How is the content communicated characterized by negative stereotype, prejudice and discrimination?; RQ4; How are the personal, relational, enacted, and communal frames expressed in the content communicated?; RQ5: What other salient themes are present in the content expressed by the in-group towards the out-group? This study employed a qualitative approach to a case study of the Facebook page of the President of Kenya utilizing content analysis of comments thematized in relation to the Social Identity Theory. The study found that the formation of in-groups and the categorization of other people groups into an out-group is rife in online communication. The study also found that there was pervasive use of negative stereotyping stepping over into prejudice against particular people groups. Other salient themes came up including the denigration of political principals, propagation of extreme speech among individuals, denigration by gender and moderation of extreme speech.
How Communicative Practices Enhance Employees’ Understanding and Embedding of Espoused Values in The Organizational Culture: A Case Study of Strathmore University in Kenya
(Daystar University, School of Communication, 2024-10) Mikui, Josephine Wangui
This interpretive study investigates the communicative practices that enhance employees’ understanding of the espoused core values in Strathmore University; and how this understanding embeds the espoused core values in the organizational culture of the institution. It sought to address three research questions: i) What are the established activities that communicate the espoused core values to the new and existing employees in Strathmore University? ii) How does the understanding of the espoused core values influence the employees’ construction of culture through their interactions? iii) How do the employees at various hierarchical levels and subgroups communicate their understanding of the organizational culture of Strathmore University in their daily activities? In adopting an interpretive-oriented perspective, this study recognized the active role of employees in shaping organizational reality through communication. Organizational culture theory and symbolic interactionism were used. The study applied case study design, using a single case of Strathmore University, Kenya. The data generation methods that were used are: interviews, observation and document review. 23 participants were involved in the interview and were drawn from various hierarchical levels as well as departments (teaching and non-teaching staff). Findings of this study have highlighted the significant influence of peer interactions in disseminating core values. The findings emphasize the diverse perspectives within the organization and the importance of informal interactions in embedding these values into daily practices. The study suggests fostering open and informal interactions among employees to enhance their understanding and commitment to organizational values. Further research could explore how digital communication platforms influence the construction and dissemination of core values in modern workplaces.
An Assessment of The Effectiveness of The Malawi Government Covid-19 Communication in The First Year of The Pandemic.
(Daystar University, School of Communication, 2024) Chaweza, Catherine Alinane
This study investigated effective communication as a practice, and interrogated how the Malawi Government’s Ministry of Health (MG-MoH) engaged the principles of effective communication in their response to the COVID-19 pandemic, in the first year of the pandemic (2020-2021). The study’s interest was to assess the structure and process of the communication by the MG-MoH from March 2020, when Malawi declared a state of emergency and instituted mitigating measures to March 2021, when Malawi was experiencing a more devastating second wave of the pandemic. The Systems Theory provided insight into how the Malawi Government communicated COVID-19 to its citizens and the Rhetoric Theory was also used mainly on the messaging aspect. This study analysed documents to understand the Malawi Government's COVID-19 communication. The researcher used narrative inquiry methodology and conducted in-depth interviews with the local population in Salima, Lilongwe, and Mulanje districts to validate the assertions. The study aimed to understand citizens' experiences and perceptions of the Malawi Government's communication about COVID-19. The study found that the Malawi. Government’s communication strategy was effective in promoting key health behaviours and managing public expectations. The multi-channel approach ensured widespread dissemination of information, and the clarity and consistency of health messages significantly contributed to public compliance with preventive measures. However, challenges were noted, particularly concerning the reach, clarity, timeliness, and emotional impact of the messages. These issues underscore the need for enhancements in the Ministry of Health’s communication infrastructure and strategies to make future public health messaging more inclusive, transparent, and supportive.
Communication Practitioners’ Views on Managing Media Relations for Effective Corporate Communication in Higher Education: A Case of Select Universities in Kenya
(Daystar University, School of Communication, 2024) Ngala, Betty Wangui
The competitiveness of the higher education landscape has intensified due to many factors among them; the proliferation of tertiary institutions, entry of nontraditional education players, reduced government support, and increased demands from internal and external stakeholders. In response, universities have adopted market-oriented practices, particularly enhancing their corporate communication (CC) functions, to effectively manage their internal and external stakeholders. This study focused on one specific sub-function of CC - media relations - and examined how CC practitioners working in select universities in Kenya manage media relations. Unlike previous research that predominantly quantifies media outputs, this study explored the ‘how’ of media relations and especially the influences at play during media relations work. By employing purposive sampling, the research gathered insights from seven universities through observations, document reviews, and in-depth interviews with CC practitioners working in the selected universities. Guided by Pang's (2009) Mediating the Media model, the study addressed three research questions: (1) How do CC practitioners manage internal influences for effective media relations? (2) How do CC practitioners handle external influences? (3) What other influences contribute to managing effective media relations? The data collected was analysed through thematic analysis, and the emergent themes were categorised either as internal, external or other influences. The findings revealed that CC practitioners utilise a range of internal and external influences to secure media coverage across mainstream and digital platforms, including e-news sites, bloggers, vloggers, and influencers. The study also revealed additional internal university influences that are crucial when undertaking media relations in universities, including use of owned platforms websites, social media pages, campus radios and TV stations too. Additionally, universities’ departments and faculty form strategic partnerships that serve to increase media visibility for these institutions. The study further proposes a conceptual framework and a revision of Mediating the Media model, ranking these influences based on the study’s research outcomes.
Social Media Amplification of Political Rhetoric in Kenya: The Case Study of the 2022 General Elections
(Daystar University, School of Communication, 2024-10) Mohamed, Rashid Ali
The rise of social media has significantly reshaped political communication globally, profoundly impacting democracy and elections, particularly in Africa. This study examines the role of social media in amplifying political rhetoric during Kenya's 2022 General Elections, focusing on how political actors utilized various platforms to disseminate messages, shape public opinion, and mobilize voters. Grounded in a positivist research philosophy, this research adopts an explanatory design to analyze the interplay between media, democracy, and elections in Africa, with Kenya as a case study. The target population included 11.75 million social media users. The finite Population Correction Factor was used to calculate a sample of 667 respondents. This study employed quota sampling. Structured questionnaires were employed to collect quantitative data from 667 respondents across social media platforms. A pilot study involving 10% of the sample (68 users). Cronbach's alpha was used in the study to assess test reliability. The study used content and construct validity. The data were analyzed using SPSS, with results presented in tabular form and figures. The study employed descriptive statistics (frequency distributions, percentages, mean, and standard deviation). The inferential statistics included regression and correlation. The findings indicate that; social media engagement has a significant effect on shaping political opinion in Kenya (β1=0.029, p = 0.000), social media political polarization significantly influences the shaping of political opinion in Kenya (β2 = 0.373, p = 0.000), social Media political rhetoric has significant effect on public opinion shift in Kenya (β1=0.096, p = 0.000), and demographics and media accuracy act as moderators in the relationship between social media amplification and political opinion shift (p = 0.000). The study concludes that while social media can enhance democratic participation, it also poses risks by facilitating the spread of misinformation. Based on these findings, recommendations are made for policymakers to implement strategies that mitigate the negative effects of social media on elections while promoting its role in democratic engagement.
The Older Viewers‘ Perception of Female News Anchors‘ Attractive Body Language and its Influence on Attention to News: A Case of Two Television Channels in Kenya.
(Daystar University, School of Communication, 2024) Oyaro, John Obunga
Television news, in part, aims to convey factual information to the audience. However, the body language of female television news anchors, seemingly receives much attention from the viewers. As a result, viewers concentrate on this rather than the information which is being conveyed. With this in mind, this study set out to examine the older viewers‘ (50-70 years) perception of female television news anchors‘ attractive body language and its influence on attention to news. In order to unpack this, three research questions guided this study: What are the perceptions of the older viewers on the body language of Kenyan female television news anchors? Which factors influence female television news anchors‘ attractive appearance on Kenyan TV? How does the body language of the female television news anchors influence the older viewers‘ choice of the television broadcast to view? ; Why do perceived cultural behaviours of the older viewers on the body language of the female television news anchors affect family television viewership? The study was anchored on qualitative research approach, involving older television news viewers in Rongo Sub- County who watched television. Insights from the kinesics, social perception, gaze and attractiveness attention boost theories were blended in the study. An interview guide was developed to generate data through the face to face interviews and focus group discussions. I was also bale to observe these viewers‘ watching news in their natural setting. The data was analysed thematically before the final narrative. The study established that simple smart news anchors catch attention of viewers; news anchors having appearance with sexual appeal distract the older viewers; TV managements don‘t promote news anchors which is why they resort to self-marketing through attractive body language. Majority of news anchors‘ physical appearance is distractive to news. The findings showed that the attractive appearance of the female television news anchors to catch the attention of the audience was a professional lap. The study concludes that older viewers are attracted to news when the news anchor is simple smart, but they are distracted when the appearance of the news anchor portrays sexual appeal. Hence, a recommendation to the policy makers, CA, MCK to ensure media houses strengthen the use of existing media code of ethics to improve the professionalism of the news anchors, media houses to use simple smart news anchor and to market the news anchors to avoid self commodification/marketing/promotion.
The Rhetoric of ‘Othering’? Constructing The Image of Africa in Covid-19 Discourses in The New York Times Newspaper
(Daystar University, School of Communication, 2024-10) Okoye, John-Bell S.
The study investigated the image of Africa that emerged from The New York Times’ discursive constructions of the COVID-19 pandemic on the continent, from March 2020 to December 2022. Prior to the zenith of the health crisis Africa was already “condemned” by pockets of vocal voices from the West and some influential global media as a continent that would be worst hit by the virus if it made its way into the continent. Such rhetoric mirrored lack of faith in the ability of African governments to manage the pandemic or other health emergencies. I consider this rhetoric problematic because of its colonial undertone of a “dark continent” and as such has the potential of representing the continent in a negative light even before attempting to confront the pandemic. To realise the purpose of the study, the dissertation was guided by four research questions. The research questions were interested in finding out the COVID19 discourses that dominated the coverage, the most reported African nations in the pandemic news depiction, the sourcing practice utilised in the news framing, and the metaphoricity that informed the discursive constructions of the coronavirus crisis in Africa. Given the conceptualisation of the study and the phenomena investigated, the study used a critical discourse analytic approach situated within the constructivist research philosophy. The critical framing theory provided a suitable theoretical framework to guide the trajectory of the study. This theoretical framework adequately blended with the critical discoursal perspective of the research. In doing so, the design of the research accomplished a methodological, philosophical, and theoretical mesh. Supported by and consistent with literature on critical discourse studies, the study sampled and analysed 50 news articles using a stratified sampling technique. The sampling method was suitable because of its sensitivity in balancing the sampling process according to the key discourse moments in The New York Times’ COVID-19 corpus. The findings revealed that the images of Africa were constructed mainly via the epistemic lens of coloniality. The emphasis on the colonial conditions – with its othering dimensions – was evident in the 6 discourses of the COVID-19 crisis on the continent, the sourcing practice skewed in favour of elite voices and the fear mongering metaphors that underpinned the discursive framings. Based on these findings – as elaborately discussed in the dissertation (see chapter 5 for details) – Africa was projected and mirrored as a beacon of hope, a humanitarian concern, a ‘sick’ region, and a begging continent at the apogee of the COVID-19 crisis. My conclusion, therefore, is that Africa is still a marginalised and underreported region in The New York Times coverages and remains a contested discourse in global communication. And whenever the continent makes it into the news – particularly in the context of conflict/crisis reporting – the language of depiction, wittingly or not, tends to re-echo the mantra of a “dark continent” or a region waiting to be rescued by the ‘messianic’ West. To this end, I recommended as follows. First, The New York Times should rethink and improve its sourcing practice with a blend of different voices to adequately report the nuanced experiences of the public during health emergencies. Second, the language of news rhetoric should be sensitive to the issue, the people, and their culture to mitigate fear mongering and the tendency to othering the people or their region. Furthermore, in reporting Africa, The New York Times should diversify its reach by using a rotational approach of correspondents within the subregions of the continent. Meanwhile, to sell the African narratives to the world, African governments should adopt what I call a counteracting media ecology approach that somewhat mirrors the Al Jazeera approach.
Use of Communication Media and ICT as Strategic Intelligence Tools for Business Enterprise Development: In a Case of The Eastern DRC Post-Conflicts.
(Daystar University, School of Communication, 2024) Uzima, Innocent Bora
The study explores the place of Business and strategic intelligence in the reconstruction process of the DRC in the post-war context. The aim is to show the relationship between the use of ICT and communication media as strategic tools, and the level of development of companies in the eastern part of DRC post-war. A mixed methodological approach was used to conduct the research through a multiple case study, based on two scientific theoretical approaches to the system: “the systemic method” for the analysis of the impact of ICT and communication media on companies’ progress/performance; and “the functional method” for the analysis of the effect of interactions in the organizational decision-making process. The findings are that the day-to-day practices of Congolese companies are more in line with operational activities than with strategical intelligence activities, and the difference between companies that use ICT and communication media in their business activities and those that don't is significant. Also, in the decision-making process, interactions play an important role in terms of strengthening collaboration, information sharing between stakeholders and the co-construction of ideas and values, which attests that communication is one of the key dimensions of the decision-making process in business and strategic intelligence and consolidates the human dimension. Based on a model, the study proposes the use of ICT and communication media, and the implementation of networked communication strategies between the State and companies, to promote the permanent exchange of useful information between stakeholders, and partnerships for coherent and effective offensive and defensive action in favor of Congolese companies on the international market.
Exploring Lived Experiences on The Use Of Self-Talk as a Coping Strategy Among Covid-19 Patients in Kenya
(Daystar University, School of Communication, 2023) Nganda, Jeremiah M.
This study considered self-talk from the context of COVID-19 because patients isolated from their usual contacts are likely to adapt measures to cope. The purpose of this study was therefore to explore experiences on the use of self-talk as a coping strategy among patients who were hospitalized with COVID-19 in Kenya. This was guided by Albert Bandura’s Self-Efficacy Theory. The target population were patients who had been hospitalized and recovered from COVID-19. A sample size of 15 participants was drawn using a combination of both purposive and snowball sampling techniques. Data was generated by interviewing the recovered patients and then analyzed thematically. Findings show that participants used self-talk which they described using various terms to imply conversation with the self. While the participants demonstrated an understanding of self-talk, there was a misconception regarding overt self-talk. In addition, mastery experiences were reported as contributing to the use of self-talk. In terms of content, the participants reported using questions and answers and referring to themselves with terms such as ‘I’, ‘you’ and even their names. Lastly, several benefits were associated with the use of self-talk as participants reported feeling better, less stressed and less lonely. Informed by these findings, we conclude that self-talk is commonly applied especially by people isolated from their social contacts, however, some people may not be self-aware of their use of self-talk. In addition, as reported by one participant, self-talk in the context of health communication can be described as ‘me for me’. Implying how patients could contribute to their well-being through the words they tell themselves. One of the key recommendations of this study is that there is a need to increase awareness regarding self-talk and address misconceptions relating to overt self-talk.
Transformative Communicative Acts: A Reflection of Lived Experiences of Select Kenyans That Met Their Community Developmental Needs
(Daystar University, School of Communication, 2023) Ng’ang’a, Rebecca
The core of all development is communication that gives people ability to conceive of desired change, imagine how to change it and make a choice to change. This study aimed to establish what motivated some people to communicate in a way that influenced others to engage in beneficial and developmental actions. It also sought to establish what the people understood as development, how it would be realized, how they engaged with the people and got people involved in their transformation. The study used a qualitative research design to select ten Kenyans to share their life stories. In-depth interviews were used to collect data. Analysis focused on participants’ narratives, and especially those parts of their stories that responded to the research question- what motivated the participants to act for the benefit of others? From the findings, the participants were continually critical of their lives and that led them to searching for solutions. That left them with a sense of inner security that could have given the freedom to be authentic and ready to learn and share in the on-going social construction of reality that resulted in transformation. The study showed that a sense of self, curiosity, questioning, and trusting, caring and seeing new possibilities as necessary to positively influence other people leading to both personal and national development. The study concluded that communicative development is a combination of several factors including; family background, love of God and people, and interpersonal communication skills including speaking more than one language. The study recommends promotion of economic equity, strengthening family ties that incorporate ideals and aspirations which would inculcate in people unique, curious, and continuous learning with deep love for God and people. The study also recommends development of an African Communication Theory on what motivates communicative acts that lead to societal transformation.
A Phenomenological Enquiry on Journalistic Experiences and Structural Influences in The Coverage of Terrorism in Kenya
(Daystar University, School of Communication, 2021-10) Muindi, Benjamin
Since 2011, the impact and frequency of terrorism in Kenya have soared consistently. Consequently, terrorism reporting is today a major recurring news item in various media outlets. This research employed a phenomenological inquiry based on 28 in-depth interviews with journalists who have covered terrorism in Kenya between 2011 and 2019. Specifically, it first explored the lived experiences of journalists involved in this coverage and, secondly, examined the structures that influence their work when reporting on this beat. Third, it investigated ways in which structures influence the freedoms of journalists who have reported on terrorism. Last, the study explored the implications that the structural influences have on the journalistic freedoms of those covering the news topic. Within the context of lived experiences, findings indicate three major themes: fear of surveillance, the safety of journalists at risk, and nationalistic reportage. The fear of surveillance is characterized by worries about surveillance by state security agents and terrorists, while the safety of journalists at risk comprises psychological and physical safety. Nationalistic coverage is highly associated with Kenya-born reporters – an outright biased in favor of their nation. Legal and policy and organization structures influence those covering terrorism. The ways in which the structures influence journalistic freedoms comprise two themes: constraints in accessing information, resulting in journalists exploring alternative avenues for news; and the violation of tenets of professional journalism, such as impartiality, objectivity, and journalistic ethics. Under the fourth line of investigation, journalistic autonomy is the single major implication related to the coverage of terrorism, featuring low journalistic independence, self-censorship, and biased reporting.
Organisation As Communication: An Exploration of The Communicative Constitution of Chamas in Kenya
(Daystar University, School of Communication, 2018-05) Wairimu, Gakari Beatrice
This is a study in Organisational Communication, which explores how communication constitutes the Chama, a popular form of organising in Kenya, and in many African countries. In Kenya, figures suggest that up to one in three Kenyans belong to at least one Chama. Despite this prevalence of Chamas in society, they have not been studied as organisations, and more specifically, they have not been studied from a communication perspective. The problem explored in this study was how communication constitutes the Chama, a non-formal organisation. This was an interpretive study using a case study design, and a comparative case study type. Four purposively selected Chamas were studied between May 2017 and November 2017. This involved two in-depth interviews with two leaders from each Chama and four focus group discussions. In addition, I wrote extensive reflections on a blog, based on observations of three Chama meetings for each Chama. This study used McPhee and Zaug’s Four Flows, a theory of communicative constitution, as a theoretical framework to explore how communication constitutes the Chama. The findings hold the theory of communicative constitution as explicated in FF, but demonstrates specifics of how it applies to Chamas. This study adds to the body of knowledge the Intangible Social Fabric, which emerged from the findings as a special flow. It facilitates the Four Flows discussed in theory in order to weave a firm Chama. The study concluded that not only are Chamas organisations, which are constituted through communication, but that they also present a surface for theorising the Communicative Constitution of African organisation. The study recommended that the intangible social fabric be identified and cultivated in any organisation, as it proves the fecundity of communication in birthing strong organisation.
Social Media and Democracy: How Social Media Use among Youth in Tanzania Influences their Offline Civic and Political Participation Outside of Electioneering Period
(Daystar University, School of Communication, 2020-11-03) Britto, John R.
Stigma Management Communication _ A Case of Tungiasis in Murang'a County
(Daystar University, School of Communication, 2014-04-17) Kimotho, Stephen Gichuhi
Interpretation of Meaning in Sexual and Reproductive Health Messages by Young Women in Kenya
(School of Communication, Daystar University, 2023-10) Oby, Obyerodhyambo
Global sexual and reproductive health (SRH) indicators reveal a consistent deterioration of reproductive health indicators especially among young women (YW). YW engage in complex interpretational processes in which various factors intersect to influence the emerging meaning of the SRH messages. However, this interpretational processes and factors influencing the meaning of SRH messages have not received adequate research attention. This study explored the process of interpretation of meaning, the situational and dispositional factors that influence that interpretation and explored structures for YW to actively engage in SRH message conceptualization and communication. The study adopted a qualitative design using constructivist grounded theory approach and drew from participatory action research (PAR). The main method used in the study was in-depth interviews with groups and key informants and this was complimented with participant as observer and non-participant observer methods. The study conducted a total of 16 focus group discussions in four counties: Homa Bay, Kisumu, Migori, and Siaya interviewing 126 YW ranging from 18-24 years of age who were identified as the sample for this study. The study interrogated and tabulated the process of interpretation of meaning by YW. The hybrid methodological innovation used in the study extends the application of Stuart Hall’s encoding/ decoding (1973) into health communication interpretation of meaning making. The study found that the YW’s definition of SRH was very fluid and this malleability impacted the way that the messages were interpreted. The source and place of receipt of the message have a significant impact on how the messages are interpreted. The interplay between the situational and dispositional factors create interpretational frameworks that determine the meaning ascribed to messages. The study found that the interpretation of SRH messages is dominated by a sense of besiegement. Notably, poverty or economic vulnerability was the biggest factor in interpreting SRH messages. This study developed a grounded theory of SRH Communication, siege mentality theory, 2023 that provides insight on the role of feelings (of besiegement) in the interpretation of meaning of SRH messages by YW. This study provides a platform for YW to methodically challenge the hegemony of culture, faith, government policy, and the health infrastructure that unilaterally encodes SRH messages.
Evaluating Participatory Communication in Sustaining Development Projects: The Daraja Project in Kibera
(School of Communication of Daystar University, 2023-10) Gathoni, Beth
This study investigated the extent of participatory communication within the DARAJA project and its implications for the project's long-term sustainability post-funding. The objectives of the study were to: To identify participatory communication levels employed by Kounkuey Design Initiative (KDI) during the implementation of the DARAJA initiative in Kibera; to gauge the perception of the community on the role of participatory communication in the project's success; and, to assess the community's perspective on the significance of participatory communication for ensuring the project's sustainability. This qualitative study used Key Informant Interviews (KIIs) and Focus Group Discussions (FGDs) and engaged 70 participants, who comprised of 67 community members from four villages in Kibera and three Weather Mtaani leaders. The researcher offers recommendations to project implementers, development organizations, donors, community leaders/residents, and scholars. The researcher encourages project implementers to prioritize empowerment participation and strengthen collaboration and consultation; development organizations to tailor projects to community needs, leverage local leadership, and encourage consortium building; donors to incorporate income-generating aspects and education within projects; community leaders/residents to share best practices, and advocate for participatory communication; and, scholars to explore participatory communication in structural construction projects and the community's role in sustaining initiatives beyond initial funding.
A Constitutive Communication Approach to Corporate Reputation Management of Global Logistics Corporations in Kenya: A Case Study of DHL Worldwide Express, Kenya Limited
(Daystar University, School of Communication, 2023-01) Omondi, Daniel Onyango
The study explored how organizational reputation is created, developed, and maintained as a result of interaction between employees and external stakeholders in the context of global logistics corporations in Kenya, with a focus on DHL Express Kenya. The study objectives are concerned with analysing how communication between employees and external stakeholders on DHL’s identity creates and maintains the organization’s reputation; examining how communication and employee engagement create and maintains DHL’s reputation; assessing how communication spurs employee behaviour that creates and maintains DHL’s reputation. DHL was studied because, despite its existential crisis, it has remained one of the most reputable companies in the world. The study’s theoretical framework was drawn from the constitutive communication model, and specifically, the Four Flows theory of Robert McPhee. The research privileged a qualitative approach that emphasised a single case study research method. In addition to using multiple data generation techniques, data were analysed thematically. The study findings revealed that i) member identification is promoted by management policies and strategies, ii) collective communication and collaboration spurs organizational reputation, iii) technology assisted communication improves processes in an organization and iv) corporate identity management strategies such as compliance and customer centric culture were at play. Based on the findings, the study concludes that communication is constituted in the activities and operations of DHL Express, and this enables it to create and maintain good rapport with internal and external stakeholders. Furthermore, the assumption that membership negotiation is a permanent feature of DHL Express as it reduces the intention to leave can be challenged in the realities of life. The study recommends that organizations need to prioritise communicative connection in everything they do and communicate effectively to ensure employees are coordinated to attain organizational goals. Moreover, organisations should not allow their hierarchical structure to asphyxiate communication. Future studies should emphasise a quantitative research design as well as explore perspectives of external stakeholders on the phenomena investigated in the present study.
Appropriation of Information and Communication Technologies in Enhancing Community Access and Participation in Select Community Radio Stations in Kenya
(Daystar University, School of Communication, 2021-11) Mwangi, Susan Wanja
This study focused on community radio in Kenya with an emphasis on the changing nature of community access and participation due to the integration of information and communication technologies (ICTs) in community radio broadcasting. The objectives of the study were to determine how the internet and mobile phones are incorporated into community radio stations, examine the role of ICTs in promoting community participation through the decision making and content production in community radio, and investigate the extent to which ICTs enhance community access to community radio stations. This study was premised upon the domestication theory, the participatory culture model, and Fraser’s (1990) notion of alternative public sphere. It adopted a multiple case study design with the use of in-depth interviews, focus group discussions, document review, and observation for data collection. The findings showed that the radio stations under study, that is, Amani FM, Bus Radio FM, and Kangema RANET FM, demonstrated that they had adapted digital technologies, although the community members did not fully participate in the decision-making process of the stations. The ICTs helped them improve the quality of the radio stations’ programmes, gather news and information, interact with their audiences, and communicate with their sponsors and donors at a greater scale. However, most of the participants still preferred to listen to radio programmes through traditional radio instead of using the internet, social media, or mobile phones. This study recommends that when integrating community radio with ICTs, the needs, perceptions, and expectations of the community radio station and potential challenges that this integration may bring to the community around it should be considered. The access of the community to the ICTs and their level of digital literacy should also be considered.
Narratives of migration and development as discourses in transnational digital migrant media: the case of Kenyan migration to Europe
(BTU Cottbus-Senftenberg, 2019-01) Radoli, Lydia Ouma
This dissertation examines how migration and development narratives are (re)produced in transnational digital migrant media using an example of Kenyan migration to Europe, as its main sociological question. It also raises questions about existing gaps in the literature on the role of the media specifically, transnational digital migrant media in constructing influential discourses. It achieves this quest by submitting to an objective to examine the contribution of migrant media discourses to development in migration-sending countries (De Haas, 2007). Using postcolonial-discourse theoretic approach, the thesis analyses the criteria for selection of texts on migration and development, and how the texts inform the discourse. It establishes that postcolonialism is prevalent in European social research, but limited to justifying historical occurrences and re-writing wrongs done to Africans and others formerly colonized. The theoretical concepts of development in this thesis follow Arturo Escobar’s (1995) deconstruction of conventional development theory. It includes an appreciation of multi-faceted theoretic dynamics, especially historical effects on development and creation of hegemonic disparities causing migration of Kenyans to Europe. The dissertation explores the relation of liberal development narratives to Postcolonial perspectives of Edward Said (1977), Gayatri Chakravorty Spivak (1986) and Homi Bhabha (1983), whose writings expose stereotypes like those found in development constructs. This dissertation highlights similar aspects of representations of migration and development in the media. It does not only expose migrant’s contribution to development but accentuates the discourse forming function of migrant media in the production of heterogeneous narratives on migration and development. This reflection is an attempt to look at possibilities of alternative development trajectories in migrant media and Postcolonial texts, that resist neo-colonial economic narratives forced on people of African descent. The findings for this thesis show that migrant media provides hegemonic ideas on development, as well as alternative counterhegemonic views. Hence, development in modern Africa since self-determination in the 1950s and 1960s continues to furnish the media’s socio-economic and political discourse. Even though poverty and political instability of Africa characterize narratives in the mainstream media, migrant media utilizes new media platforms for “subalterns” to be heard. Migrants’ inputs on development (re)produced in migrant media, inform a discourse that champions initiatives aimed at improving livelihoods in migration-sending countries. To answer the main sociological question on (re)production of narratives this dissertation learns from Norman Fairclough’s (1995, 2012) guidelines to discourse analysis, as informed from Michel Foucault’s (1980) theoretic approach. As a qualitative research strategy, the dissertation explores Texts from transnational digital migrant media for Kenyans in Europe (Germany and UK) and expert interviews with Kenyan media producers in Germany and in Britain. On this basis, the thesis argues that not only are media expert’s contributors to development but are also important creators of a discourse that qualifies migration as a reality in Kenya’s development.

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