The Role of Social Networking Sites (SNSS) in Kenya’s 2013 General Election: A Retrospective Study of the National Alliance (TNA) Communication Strategy

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dc.contributor.authorOchieng’, Maureen W.
dc.date.accessioned2020-08-25T12:23:43Z
dc.date.available2020-08-25T12:23:43Z
dc.date.issued2018-06
dc.descriptionThesisen_US
dc.description.abstractThe 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.en_US
dc.description.sponsorshipDaystar Universityen_US
dc.identifier.citationOchieng’,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: Thesisen_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3262
dc.language.isoenen_US
dc.publisherSchool of communication, Daystar Universityen_US
dc.subjectSocial Networking Sitesen_US
dc.subjectKenya’s 2013 General Electionen_US
dc.subjectThe National Allianceen_US
dc.subjectCommunication Strategyen_US
dc.titleThe Role of Social Networking Sites (SNSS) in Kenya’s 2013 General Election: A Retrospective Study of the National Alliance (TNA) Communication Strategyen_US
dc.typeThesisen_US

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