Role of Mass Media Campaigns in Uptake of Government Empowerment Programs by Women: The Case of Uwezo Fund
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Date
2020-09
Authors
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Journal ISSN
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Publisher
Daystar University, School of Communication
Abstract
This study sought to establish the role of media campaigns in the uptake of government empowerment programs by women in Embakasi North Constituency, with reference to Uwezo Fund. The objectives of the study were; to find out the contribution mass media has made in creating awareness about Uwezo Fund, assess the perception of women on mass media as the channel of communication for Uwezo Fund, and to find out the challenges faced by women in the communication of Uwezo Fund information, through mass media. The study used two theoretical foundations - the Agenda Setting Theory and the Elaboration Likelihood Model. The research used descriptive research design and the target population was leaders drawn from 124 registered women groups which had benefitted from the Uwezo Fund in Embakasi North Constituency. Data was collected using focus group discussions (FGDs) and was analysed using NVivo. The findings showed that mass media campaigns played pivotal role in the uptake of government empowerment programs. The findings also showed that radio and television were perceived as being more effective as opposed to newspapers. Challenges such as the cost of newspapers, Language barrier, education levels, limited time to watch TV, and delayed communication processes, were highlighted by research participants. The study concluded that mass media campaigns play pivotal roles in the uptake of government empowerment programs. The study recommended the need for use of simple language that resonates with the target audience for each of the campaigns, language that can easily be understood by the different age, geographical, and social class. The study recommends further studies on government empowerment programs such as Women Enterprise Fund (WEF), Youth Fund and Uwezo fund especially in rural areas of Kenya.
Description
Master of Arts in Communication
Keywords
Mass Media Campaigns, Government Empowerment Programs, Uwezo Fund, Women Enterprise Fund, WEF, Embakasi North Constituency
Citation
Githinji, L. K., (2020). Role of Mass Media Campaigns in Uptake of Government Empowerment Programs by Women: The Case of Uwezo Fund. Daystar University, School of Communication: Nairobi