Halima, RoseMusya, Justus KatooSimon, Muthomi2023-11-232023-11-232019-06-06Halima and Musya (2018). Broadcast media stories by standard group that escalate or de-escalate electoral violence in Kenya. International journal of innovative Research and Knowledge (Issn-2213-1356. Available at www.ijirk.comhttps://repository.daystar.ac.ke/handle/123456789/4223The main objective of the study was to investigate broadcast media stories by Standard Group Public Limited Company (PLC) that escalate or de-escalate electoral violence in Kenya. This study was anchored on the tenets of the Libertarian Theory and the Social Responsibility Theory. The study used a descriptive survey design. The target population in the study comprised of the 695 SG PLC employees in broadcasting department, Communication Authority of Kenya, the police, human rights groups and survivors of 2017 post election violence. The sample population of the study consisted of 139 SG PLC employees in broadcasting department, the police, Communication Authority of Kenya, human rights groups and survivors of 2017 post election violence. The study used the combination of probability and non-probability sampling methods. The study also used questionnaires and interviews as research instruments. Quantitative data was presented using charts, figures, tables, frequencies, and percentages. Qualitative data on the other hand was analyzed by content analysis. The study found that that stories on tribal clashes, hate speech by politicians, one sided stories and use of languages demeaning another group were likely to escalate violence. The study concluded that SG media stories have a positive and significant association with electoral violence reduction/increase. It was recommended that the SG group and other media groups need to screen information before being released to the public.enBroadcast media storiesStandard Group PLCEscalateDe-escalateElectoral violence.Article