Social Media Amplification of Political Rhetoric in Kenya: The Case Study of the 2022 General Elections
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Date
2024-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
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.
Description
Doctor of Philosophy in Communication
Keywords
Social media, democracy and elections
Citation
Mohamed, R. A. (2024). Social Media Amplification of Political Rhetoric in Kenya: The Case Study of the 2022 General Elections. Daystar University, School of Communication