Framing Climate-Smart Agriculture in Digital Media: A Content Analysis of Kenyan Web Platforms and WhatsApp Groups

Abstract

Climate-smart agriculture (CSA) is central to enhancing food security, increasing resilience to climate variability, and promoting sustainable farming in Kenya. While traditional media have long played a role in agricultural communication, digital platforms-particularly websites and WhatsApp groups - are increasingly shaping how farmers, extension officers, and the public engage with CSA knowledge. This study examines how CSA is framed and disseminated through selected Kenyan web platforms and WhatsApp groups used for agricultural communication. Employing content analysis, the research reviews a sample of digital content published between 2022 and 2024 from popular web-based platforms: Farmers’ Trend and Shamba Shape Up Online. Additionally, purposively selected WhatsApp groups comprising smallholder farmers, agro-entrepreneurs, and extension officers are analyzed to identify recurring themes, framing patterns, source attribution, and the types of CSA practices promoted (e.g., organic inputs, irrigation technique, climate-resilient crops).The study explores how digital content incorporates indigenous knowledge, gender perspectives, and localized adaptation practices, and whether it encourages dialogue or behavior change. Preliminary analysis indicates that while web platforms offer structured and evidence-based CSA content, WhatsApp groups serve as dynamic spaces for peer-to- peer learning, real-time problem-solving, and local innovation exchange - though they also present risks of misinformation.This research highlights the evolving role of digital media in Kenya’s agricultural communication ecosystem and offers recommendations for strengthening the quality, reach, and inclusivity of CSA messaging. It also calls for strategic media-literacy interventions and collaborative frameworks that link digital media practitioners, agricultural experts, and rural communities.