Framing of Development Messages by Communication Specialists: A Case of Compassion International, Kenya.
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Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The challenges communication specialists at Compassion International Kenya face in effectively framing development messages, can lead to misunderstandings, conflicts, and reduced impact. The purpose of this research was to assess how these communication specialists frame development messages to influence diverse audiences. The study was guided by four specific objectives: identifying the most salient media frame, determining whether the framing was thematic or episodic, evaluating the valence (positive or negative) of the framing, and assessing the correlation between thematic/episodic framing and valence. Framing Theory was used as the theoretical foundation, exploring how information presentation influences audience interpretation. A content analysis methodology was employed, supported by descriptive research design. A qualitative research approach was adopted, focusing on in-depth message analysis. The population included blog posts by Compassion International Kenya between January and August 2022, with a sample of 56 articles selected through purposive sampling to ensure relevance. The findings revealed that thematic framing, focusing on broader societal issues, was more commonly employed than episodic framing. Positive valence framing was frequently used, emphasizing success stories and fostering stakeholder optimism. A strong correlation between thematic framing and positive valence was observed, indicating that the communication specialists strategically frame messages to create an uplifting narrative. Additionally, positive valence framing helped sustain donor engagement and reinforced the organization's credibility, suggesting its effectiveness in achieving Compassion International Kenya’s communication objectives. The study recommends that Compassion International Kenya continue using thematic and positive framing techniques to enhance audience engagement. Further training for communication specialists is suggested to improve the efficacy of message delivery. These findings can serve as a valuable model for other faith-based organizations to enhance their development communication strategies.
Description
MASTER OF ARTS in Communication
Keywords
Communication specialists, misunderstandings, conflicts, and reduced impact, Development messages
Citation
Achieng, D. (2024). Framing of Development Messages by Communication Specialists: A Case of Compassion International, Kenya. Daystar University, School of Communication.