Assessing the Effectiveness of Political Memes as a Communication Tool: A Case of Daystar University Students
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Date
2023-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
This study assesses the use of political memes as a communication tool among the youth. With a focus on Daystar University Students in Nairobi Campus. The study sought to determine if the Daystar University students interact with political memes and if so, how they use them to communicate and the effect this has on their attitudes. The study depends on the Uses and Gratification Theory to explain why the audiences use political memes, the Agenda setting to find out how political memes can be used to determine the agenda and Priming Theory to show the motives behind sharing the memes. The study employs the use of descriptive research design. The data was collected using a digital structured questionnaire and analyzed using JASP version 0.018 Statistical Software. The objectives of this study were to assess how prevalent the use of political memes is among Daystar University Students; to investigate the factors that influence the use of political memes among the Daystar University students, to assess the impact of political memes on political attitudes among the Daystar University Students, and to investigate the use of political memes as a communication tool against other communication artefacts among the Daystar University students. The study findings reveal that political memes are influential as communication tools as they are found to be entertaining and thus easy to share with peers. Though the respondents did not actively participate in the creation of the memes, they were active in engaging through likes, shares and comments. The research also revealed that political memes influenced attitudes towards political leaders and potentially affected their voting patterns. Based on the findings, there is room for further studies on the evolving nature of political memes in the communication spaces.
Description
MASTER OF ARTS
in Communication
Keywords
Political Memes, Communication Tool, Daystar University Students
Citation
Ogembo, M. G., (2023). Assessing the Effectiveness of Political Memes as a Communication Tool: A Case of Daystar University Students: Daystar University, School of Communication