Perceptions of National Government CDF and the Corporate Communication Factors That Contribute To Its Image: A Case of Kibra Constituency
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Date
2020-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The Constituency Development Fund (CDF) law was enacted in 2003 and it had the overwhelming support of Members of Parliament (MPs) who were eager to implement it. This legislative framework however changed bringing forth the National Government Constituencies Development Fund (NG-CDF 2015) Act. The objective of this new law was to align the operations of the Fund to the new devolved structure. With the 290 constituent offices, headed by elected political leaders, the one corporate voice strategy suggested by scholars (Cornelissen 2008; Argenti & Forman 2002; Fombrun & van Riel 2007) seemed problematic to NG-CDF. The purpose of this study therefore is to establish the perception of NG-CDF as a corporate organization and examine the corporate communication factors that have contributed to its corporate image and brand reputation. The study adopted a descriptive research design which Chandran (2004) described as the design best suited for answering questions of who, what, when, where, and how of a given topic. Five Focus Group Discussions (FGDs) and three in-depth interviews were done. The study established that in, Kibra Constituency, NG-CDF and its projects are perceived as pathways to education to the highest level beyond which most constituents initially thought was impossible. However, the problems of NG-CDF being associated with MPs benevolence and the attendant negative effect this has on the corporate image of a fund meant to address economic inequalities will persist because of the clout and influence the MP has in the management of the Fund. To avert this, the NG-CDF national board needs to roll out corporate communication efforts consistent in all the 290 constituencies to help the public perceive NG-CDF as a public initiative that uses tax payers' money to address inequalities.
Description
Master of Arts
in Communication
Keywords
National Government CDF, Corporate Communication, Kibra Constituency
Citation
Onyino, R. B. (2020). Perceptions of National Government CDF and the Corporate Communication Factors That Contribute To Its Image: A Case of Kibra Constituency. Daystar University, School of Communication: Nairobi