An Assessment of The Impact of Negative Campaign Messages on Voter Action among Engaged and Unengaged Voters in Kisumu and Uasin Gishu County

Abstract

This research sought to assess the persuasive impact of negative campaign messages (NCM) on the voter action (VA) of engaged and unengaged voters in Kisumu and Uasin-Gishu counties in Kenya. The study’s goals were to establish the persuasive impact of negative campaign messages on politically engaged and unengaged voters in Kisumu and Uasin-Gishu counties in Kenya, during the elections, determine the perception of negative campaign messages shared during elections among engaged and unengaged voters in Kisumu and Uasin-Gishu counties in Kenya, and compare the persuasive impact of negative campaign messages between politically engaged and unengaged voters during election campaigns in Kisumu and Uasin-Gishu counties in Kenya. The Elaboration Likelihood Model (ELM) theory served as the guiding theory accompanied by the descriptive research design. The ELM explained the influence of NCM on VA which occurred through central or peripheral tenets of the theory. Additionally, to understand the place of new and traditional media as a moderator variable, the study engaged the Uses and Gratifications Theory (UGT). The study sample population was 383 calculated from a population of 192755, using the Cochranes formula. The sample population was selected by incorporating the convenience sampling technique. Qualitative and quantitative data were gathered using two tools: questionnaires and an in-depth interview guide. The questionnaires were distributed among 383 respondents while ten key informants received the interview guides while observing the ethical standards required when conducting research. Quantitative data was analyzed through the SPSS software, version 28, while the qualitative data was analyzed through content and thematic analysis. Notably, quantitative data was presented in tables, while qualitative data was stated in prose and direct quotes. The findings of the study highlight that negative campaign messages (NCM) may or may not influence engaged or unengaged voters but are likely to influence voter action (VA). The findings mentioned above imply that politicians and political parties may continue engaging NCM as a persuasive strategy but not as a sole strategy. Following the findings, the study recommends using positive messages, such as focusing on policies, storytelling, and testimonials on what has been achieved. Additionally, the findings showcased that unengaged voters are not necessarily uninterested in political conversations but some intentionally shy away from the conversations to avoid enmity with friends and neighbors. Nonetheless, the respondents perceived NCM as destructive to political discourse and the voting process. Also, the hybridization of media in disseminating campaign messages is crucial because not all voters depend on SNSs to obtain political information. Still on the findings, the statistical difference between the engaged and unengaged voters provided a partially insightful data to necessitate comparison of the persuasive impact of NCM; hence, the study recommends use of a different sampling technique to get the perspective of unengaged voters. Conclusively, the study adds to literature on messaging in the field of political communication especially the African context. That is, the study enhances the credibility of corporate communication in politics by highlighting the need for strategic messaging to foster persuasion among the electorates during election campaigns.