The Role of Social Networking Sites (SNSS) in Kenya’s 2013 General Election: A Retrospective Study of the National Alliance (TNA) Communication Strategy
Loading...
Date
2018-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
School of communication, Daystar University
Abstract
The National Alliance (TNA) used various Social Networking Sites (SNSs) for online public engagement, and as a communication tool for political mobilization ahead of the March 4th, 2013 General Election. Despite the use of the various SNS, limited evidence exists on the SNSs role in facilitating discussions, debates and the actual voter turnout during the elections. Hence, this study attempted to determine the role SNSs played in TNA campaign, and to investigate how the party mobilized the electorate translating online support into actual votes. Theory of public sphere and technological acceptance model were examined in the study. A retrospective study design was used to conduct the study, whose population included 119 post-graduate students and staff of University of Nairobi and Daystar University. Purposive sampling was used to obtain the study sample. Qualitative and quantitative data was collected through questionnaires and interviews. The Statistical Package for Social Scientists (SPSS) version 20 was used for data analysis and presentation. Findings indicated that the political party messages were a key influence on the respondents’ voting choices and not the SNSs debates. Use of SNSs by TNA enhanced public awareness and enabled the party’s engagement with the public. Despite the use of SNSs, traditional media is still relevant in the dissemination of political messages. The study therefore recommends the combined use of both traditional media and emerging SNSs in political messaging and public engagement.
Description
Thesis
Keywords
Social Networking Sites, Kenya’s 2013 General Election, The National Alliance, Communication Strategy
Citation
Ochieng’,Maureen W.(2018). The Role of Social Networking Sites (SNSS) in Kenya’s 2013 General Election: A Retrospective Study of the National Alliance (TNA) Communication Strategy. School of communication, Daystar University: Thesis