Uses and Gratifications of Mass Media Communication by Teenagers from Selected Schools in Nairobi

Abstract

The media have been accused of having a strong influence on teenagers (Debeer, 1998). In Kenya, media organizations have been accused of introducing Western material and culture as opposed to African culture (East African Standard, September 13, 2005). This study was interested in finding out from teenagers in Nairobi the uses they make of the media and the gratifications they get out of them. To accomplish this study, students from two secondary schools located in different geographical areas in Nairobi, namely Consolata Secondary School situated in Westlands, a middle class income area, and Our Lady of Fatima Secondary School located in Kariobangi, a low-income area were sampled. The study chose form three students. The total population was 257 students made up of 53 form three students from Consolata Secondary School and 204 form three students from our Lady of Fatima. Selected form four students from both schools were chosen for the focus group discussions conducted separately. The study used both self administered questionnaires and interviews to collect the data. The study found that most teenagers used television and radio mainly to gratify affective needs; to relax and be happy, and for social integrative needs such as getting topics to discuss with their friends. In addition, they gratified tension release needs such as uplifting their mood. From the findings, it was clear that most teenagers in Nairobi prefer entertainment programs in their choice of media.