School of Communication: Recent submissions
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Ndahimana, Théoneste (Daystar University, School of Communication, December , 2017)
[more][less]Abstract: The purpose of this study was to conduct a communication audit of the Catholic Diocese of Kabgayi, Rwanda with a view to establishing the effectiveness of communication strategies used by Kabgayi Diocese in resource mobilization. The objectives of this study were to establish communication strategies utilized by Kabgayi Diocese for local resource mobilization, to assess how well the current communications flow was working in supporting the local resource mobilization and to establish the laity‟s perception regarding the communication strategies used by Kabgayi Diocese for local resource mobilization. Data was collected using questionnaires and interviews, analysed using stata and presented using frequency figuresand tables. The study revealed that the clergy of Kabgayi Diocese mobilize local resources in collaboration with some church‟s leaders from the laity. The study futher established that face-to-face group communication, the bishop‟s pastoral letter, the letters to individuals or families were the most used communication approaches currently in local resource mobilization and should, as a recommendation, be combined with other new communication approaches, such as, radio, television, newsletter, event fundraising, notice boards, and social media, especially whatsApp. The study found that there was lack of a resource mobilization strategic plan and a communication plan to support it at the parish and diocesan level. Therefore, the formulation of these two kinds of strategic plans has been perceived as a matter of urgency for Kabgayi Diocese. The study revealed that the amount of information currently received by the laity on local resource mobilization and related themes was not adequate. The study established that the information flow about local resource mobilization was predominantly one-way, downward communication. As a recommendation, upward and horizontal communication flows should be also encouraged by Kabgayi Diocese in resource mobilization. The study also recommended that the clergy and laity leaders should mobilize local resources frequently and that Kabgayi Dioecese should involve the laity more in decision-making regarding resource mobilization. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3321 Files in this item: 1
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Oyaro, John Obunga (Daystar University, School of Human and Social Sciences, June , 2016)
[more][less]Abstract: This study investigated the uses and gratifications that the rural youth seek and get from the media. The purpose of the study was to establish the uses rural youth make of the media; to identify the gratifications rural youth seek and get from the media they use; and to find out the media that most meet them. The study used a population of 1209 youth with a purposive sample of 181 students from Form Three and Form Four. The youth who came from Kanga Boys’ National School were 596, Nyarach Mixed Day were 298 and Oyugi Ogango Girls’ Boarding Secondary School were 315. Pretesting of the questionnaire was done using three female and two male students from Kamagambo Adventist Secondary School. The data showed that the rural youth used mobile phone, television and social media to gratify communication, entertainment, surveillance, personal identity and boredom relief needs. The study established that more boarders than day scholars used media. The study further found that while there was no big difference of gender use of mobile phone and television among the rural youth, more males than females used social media to fulfill a variety of needs. It was also revealed that in sum, a substantial 78 % of the rural youth in Rongo admitted using social media to access decadent materials, of which 45.8% used internet, and 32.2% used their mobile phones to access the materials. The decadent materials- unacceptable media content which the rural youth watched included pornographic pictures. The concluding finding of this study is that mobile phone is the medium that meets most the needs of the rural youth. One of the key recommendations that the researcher gives is that, the rural youth need to spend much of their time using media for academic needs. The government may also improve on the rural electrification for better use of media among the rural youth. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3313 Files in this item: 1
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Mboo, Loise (Daystar University, School of Communication, June , 2016)
[more][less]Abstract: This study set out to assess the communication strategy used by the Kenya Basketball Federation (KBF) in the premier league. The objectives of the study were to find out KBF’s communication objectives and key messages, the communication needs of KBF’s publics as well as the relevance of the communication channels used by KBF. The systems theory was used as the theoretical framework for this thesis as it highlights the essence of “togetherness: indicating that every component of communication must feed into each other. Descriptive survey design was used whereby a sample size of 91 respondents was selected. Qualitative and quantitative data was collected using questionnaires distributed to KBF officials and their publics (players and team managers). Interviews were also conducted amongst KBF officials. The study found out that whilst KBF was clear on their communication objectives, there still exist a gap between the messages they send to their publics and the information needs of their publics. The majority of the respondents (87%- TMs and players) felt that KBF was not effective in their communication and needed to improve, citing lack of communication and delayed communication as the major reasons. Similarly, 53% of the respondents cited social media as their preferred channel in comparison to email which was mostly used by KBF, calling on KBF to expand their communication channels. A new approach should therefore be explored to enable KBF deliver on their communication objectives, whilst meeting the needs of their publics. The study therefore recommends that KBF recruits a public relations officer to not only help review their communication strategy but also ensure effective implementation. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3312 Files in this item: 1
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Kilonzo, Rachael Kailu (Daystar University, School of Communication, April , 2019)
[more][less]Abstract: Internal communication is crucial for the welbeing, success and failure of an institution. A Communication Audit (CA) is frequently used for assessing the strengths and weaknesses of an institution’s internal communication structure and to suggest approaches for improvements. This study was done to investigate the opinions held by the internal publics of Kenya Institute of Mass Communication (KIMC) regarding the effectiveness of the existing communication channels. The study used general systems theory and the stakeholder theory. The study objectives were; to identify the formal and informal communication channels used for internal communication at KIMC, to find out the opinions held by the internal publics of KIMC towards the effectiveness of the existing communication channels, to investigate the direction of information flow at KIMC and to identify the information needs of the internal publics of KIMC. Descriptive survey design was used; 118 questionnaires were administered and 13 staff interviewed. It was established that the internal publics of KIMC communicated to each other both formally and informally using both synchronous and asynchronous communication channels depending on the situation. The student respondents (77%) preferred written communication, face-to- face and group meetings for their internal communication practices. These methods were effective in communicating the vision and mission statement of the institution to the students. However, the channels were not effective in communicating same to the staff. The study also revealed that information at KIMC flowed through upward, downward and horizontal communication. The upward flow was minimal while downward flow was authoritative. The study recommended that middle level media training institutions ought to explore new technology and social media communication platforms in their internal communication practices. Description: Master Of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3308 Files in this item: 1
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Omungo, Rosalia Emily (Daystar University, School of Communication, May , 2016)
[more][less]Abstract: Forests serve as important natural resources to boost livelihoods and economic development if used in a sustainable way, yet conservation of these forests has often been threatened in many regions across the world. The destruction of the Mau Forest in Kenya has huge implications for the region, as it is the source of several rivers. The concept of advocacy implies a group effort focused on changing particular public policies. This research’s objectives were to evaluate the importance that communities living next to forests attach to the Mau Forest; to identify the forms of advocacy that were used in the rehabilitation of the Mau Forest and their effectiveness as well as challenges faced in the process of rehabilitating the Mau Forest. One hundred and thirty-one questionnaires were administered, while an interview schedule was administered to three senior officials from The Kenya Forest Service, Mau Secretariat, and the United Nations Environment Programme (UNEP). Data was entered using EPI INFO 3.0 version and imported into SPSS for analysis. Findings indicated that 99.2% of the communities living near the forest attached a lot of importance to the forest and 97.7% of them relied on the forest for their livelihood. 88.5 % of the residents relied on water from the river while 85.5 % relied on the forest for firewood. Distribution of seedlings, environmental education and barazas were some of the advocacy efforts. These were complemented with use of mass media such as radio and TV talk shows, press conferences and newspaper articles. Multi stakeholder partnerships with renowned and credible institutions raised the profile of the advocacy effort. Political goodwill and government support enhanced the advocacy effort, while insufficient funds, poor co-ordination and exclusion of locals were some of the drawbacks. The study recommended more funds be allocated for advocacy besides strengthening communication units. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3318 Files in this item: 1
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Mbatia, Wahu (Daystar University, School of Communication, September , 2015)
[more][less]Abstract: The fight against HIV/AIDS has relied heavily on education programmes with the aim of reducing misinformation and dissemination of correct information. Despite all these efforts, the spread of new infections still remained high especially among the youth aged 17-25 years old, who made up 43% of Kenya’s population. Advertising has been seen to have impact and induce behaviour change; the purpose of this study therefore is to test the effects of advertising of condoms on university going students aged 18-25 from Daystar University and University of Nairobi. The objectives guiding the study were to determine the advertisement methods adopted in advertising condom use to the students, to determine the influence of advertisements in use of condoms among the students and to determine the influences of advertisements in changing condom use behavior among the students. The data was collected via 308 questionnaires distributed between the two schools and assessment was done using SPSS V20, which assessed the data according to schools, gender, relationship status and religion. The findings were that the internet and TV were the most popular points of interaction with the adverts, that the adverts had influence on the youth, that the respondents had a positive attitude towards condoms, and that motivation and intentions to use condoms was high. The research concluded that advertising has influence in use of condoms among the students by spreading the knowledge of safe sex practices. The study recommends that the adverts stress the effectiveness of condoms and conditions in which it can be used. Description: Master Of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3317 Files in this item: 1
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Kahiga, Naomi Warigia (Daystar University, School of Communication, June , 2016)
[more][less]Abstract: This study sought to investigate the influence of media messages on healthy eating practices among female postgraduate students of Daystar University, Nairobi. The researcher gathered data using purposive sampling technique to obtain the desired number of respondents. Stratified sampling ensured adequate representation of students in strata produced from the six postgraduate programs offered at Daystar University. Questionnaires were administered to 90 participants but only 76 respondents filled and returned them. The data collected was analyzed using Statistical Package of Social Sciences (SPSS) version 20. The majority of respondents chose exposure to media (48.7%) since it influenced their use of media in seeking messages on healthy eating practices compared to gender (28.9%) and age (22.4%). In addition, the majority of the respondents strongly agreed that internet (M=1.82, SD=0.890) was more useful in promoting messages on healthy eating practices compared to magazines (M=2.01, SD=0.959), television (M=2.13, SD=1.011), newspapers (M=2.38, SD=0.923) and radio (M=2.84, SD=1.059). Furthermore, the majority found satisfaction from the recipe sections in magazines/newspapers (M=1.78, SD=0.888), internet messages (M=1.79, SD=0.957), television food adverts (M=2.09, SD=0.926), and radio messages (M=2.39, SD=1.047). Additionally, a positive correlation was observed between the types of healthy eating messages and the satisfaction obtained from watching food advertisements on TV. The study recommends that health communicators and journalists develop messages and use the media to disseminate the messages so as to motivate healthier eating practices. Future research could look into exploring the satisfaction obtained from using the internet as a means of communicating messages on healthy eating practices. Description: Master Of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3315 Files in this item: 1
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Nshimiyimana, Nice Fidelite (Daystar University, School of Communication, October , 2012)
[more][less]Abstract: This study investigated the effects of the one-way communication versus the participatory communication approaches on members‟ involvement in organizations. It looked at the African Women‟s Development and Communication Network (FEMNET) as a membership organization facing difficulty in keeping members involved in its communication activities. The study was guided by Paulo Freire‟s liberation theory which is based on the fact that the only type of communication that leads to development is the one that facilitates dialogue between those involved in the communication process. The study used both qualitative and quantitative data collection methods. The sample was equal to the accessible population which was comprised of FEMNET members based in Nairobi. The findings of the study revealed that all respondents were inadequately involved in FEMNET communication process, as 25% said they were not involved at all and 75% said they were minimally involved but they kept on thinking they should do better. On the one hand, FEMNET‟s staff said they were doing their best to serve members and they wondered why members were not responsive. On the other hand, members said they were not involved in FEMNET‟s communication process and they felt FEMNET did not care enough about them, hence their lack of motivation. The findings of the study revealed that this problem is mostly caused by FEMNET‟s communication approaches. As a way forward, it recommends strategies that FEMNET should adopt in order to facilitate members‟ involvement in its communication process. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3306 Files in this item: 1
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Lloyd, Albert Seidahkiayee (Daystar University, School of Communication, June 1, 2014)
[more][less]Abstract: The study found that group discussion and interpersonal communication channels were effective communication channels used in facilitating mutual understanding of the idea of responsible fatherhood. Discussions outside classroom were also effective communication channels used to pass on the decree of responsible fatherhood to participants of the “Man Enough” program. About 82 percent of the participants had adopted the idea of responsible fatherhood during the training, but adoption rate for participants was just about 46.8 percent. Despite the high adoption rate of responsible fatherhood, 3.2 percent were not sure they could adopt the concept. The study therefore recommended that adoption of an innovation is successful when communication channels are used effectively although the process of adoption are of different time frames, yet the majority of the members of the social system come to full adoption of an innovation after others have adopted. Therefore, identifying the effectiveness of communication channels is significant to communicating idea for successful adoption. The conceptual framework in this study explained the process by which ideas are communicated to reach mutual understanding among participants of the “Man enough” program at TKI. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3303 Files in this item: 1
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Marimba, Benson Kairichi (Daystar University, School of Communication, May 1, 2010)
[more][less]Abstract: Kenya suffers a negative image with regard to its commitment in the fight against corruption. The change in political leadership in Kenya in 2003 on an anti-corruption platform provided the context for this study. This study set out to establish the images of corruption as framed by Kenya’s two main dailies from 2003 to 2008. The researcher carried out a content analysis of the newspapers over the six-year period and found that corruption issues were largely unfavourably framed. It also established the presence of politics, public services, police, socio-economic, legal, regional/ethnic and civil society frames among others. The results suggest that the media is not giving corruption issues adequate attention. This is seen in the relatively few editorials and front page appearances and that most of the corruption stories were placed in the inside pages of the newspapers. Further, the private sector was framed unfavourably, while police, Kenya Anti-Corruption Commission, and legal sector were favourably framed. However, editorials were largely unfavourable in respect of nearly all the frames. Another key result of this study was that the media view on the framing of regional/ethnic corruption was unfavourable. Description: Master of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3302 Files in this item: 1
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Mukisu, Marilyne Naswa (Daystar University, School of Communication, May 1, 2013)
[more][less]Abstract: Earlier studies show that internal communication influences organizational identification (OI). However, majority of these studies have been done in Western companies. In this study, the relationship between employee communication and organizational identification in a Kenyan company is discussed. The study was carried out at the Standard Media Group in Kenya. A sample of 85 respondents was selected for the study; however, only 54 respondents participated, hence giving a reliable response rate of 64%. Questionnaires were used for data collection. Using the questionnaires, organizational identification was measured on a 5-point agree/disagree scale borrowed from (Mael & Ashforth, 1992; Smidts et al. 2001; Edwards & Peccei, 2007). In regard to employee communication, four main domains were studied: adequacy of information about personal roles and the organization; communication climate; communication media and integrated internal communication. Data was analysed using the Statistical Package for Social Sciences. Frequencies, correlations and descriptive statistics: means, modes, median of findings were obtained. Results revealed the research questions for this study were answered, since a strong positive correlation (r =0.647, P<0.01) between overall employee communication and organizational identification emerged. In regard to Standard Media Group employees’ level of OI, a mean of (x = 3.68) was obtained showing employees had moderate levels of OI. The contribution of the four domains of employee communication in intensifying OI was also found to be great. On average, respondents rated the contribution of the four domains at 4 (mode = 4, Median = 4) on the five point little/great scale. Description: Master of Arts in Communication - Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3301 Files in this item: 1
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Otsieno, Maurice O. (School of Communication, Daystar University, December , 2017)
[more][less]Abstract: The purpose of this study was to evaluate the effectiveness of communication strategies used in poverty reduction programmes by Caritas Nairobi. The study was conducted in the slums that are under the Archdiocese of Nairobi: Mukuru kwa Njenga and Mathare slums. The following objectives guided the study: to determine the communication strategies used by Caritas Nairobi; to identify the issues/themes communicated by Caritas Nairobi in its poverty alleviation messages; and to evaluate the effectiveness of the strategies used by Caritas Nairobi in disseminating poverty reduction messages. The participatory development theory guided the study. The study used descriptive research design and targeted 88 respondents. A sample of 72 respondents (project beneficiaries) was selected. The sample was purposively selected to include only those who were members of Caritas Nairobi programmes. Questionnaire and interview were the instruments of data collection and the collected data was analysed using descriptive statistics. Statistical Package for the Social Sciences (SPSS) version 16.0 was used as an aid in the data analysis. Some of the study findings were: that most of the communication strategies used by Caritas Nairobi had a positive impact on poverty reduction among the targeted population members; that meetings and word of mouth were the most effective media for communicating Caritas projects‟ information; and that project information was mainly communicated through Kiswahili although there were instances when English was used. Among the study‟s recommendations was that regular communication by Caritas Nairobi to its programmes‟ beneficiaries be regularly done through telephone, meetings, and face to face discussions as these were critical to effective dissemination of project information. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3290 Files in this item: 1
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Ndahimana, Théoneste (School of Communication, Daystar University, December , 2017)
[more][less]Abstract: ABSTRACT The purpose of this study was to conduct a communication audit of the Catholic Diocese of Kabgayi, Rwanda with a view to establishing the effectiveness of communication strategies used by Kabgayi Diocese in resource mobilization. The objectives of this study were to establish communication strategies utilized by Kabgayi Diocese for local resource mobilization, to assess how well the current communications flow was working in supporting the local resource mobilization and to establish the laity‟s perception regarding the communication strategies used by Kabgayi Diocese for local resource mobilization. Data was collected using questionnaires and interviews, analysed using stata and presented using frequency figuresand tables. The study revealed that the clergy of Kabgayi Diocese mobilize local resources in collaboration with some church‟s leaders from the laity. The study futher established that face-to-face group communication, the bishop‟s pastoral letter, the letters to individuals or families were the most used communication approaches currently in local resource mobilization and should, as a recommendation, be combined with other new communication approaches, such as, radio, television, newsletter, event fundraising, notice boards, and social media, especially whatsApp. The study found that there was lack of a resource mobilization strategic plan and a communication plan to support it at the parish and diocesan level. Therefore, the formulation of these two kinds of strategic plans has been perceived as a matter of urgency for Kabgayi Diocese. The study revealed that the amount of information currently received by the laity on local resource mobilization and related themes was not adequate. The study established that the information flow about local resource mobilization was predominantly one-way, downward communication. As a recommendation, upward and horizontal communication flows should be also encouraged by Kabgayi Diocese in resource mobilization. The study also recommended that the clergy and laity leaders should mobilize local resources frequently and that Kabgayi Dioecese should involve the laity more in decision-making regarding resource mobilization. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3287 Files in this item: 1
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Jeremiah, Teresa Nzilani (June , 2018)
[more][less]Abstract: Public relation (PR) is a field dominated by females in both the industry and academic programmes. Whilst scholars have expressed concerns on the implications of the gender imbalance on the industry, there is still inadequacy of literature on the reasons responsible for the occurrence especially for the causes for the low number of male students in PR training.Based on the reviewed literature for this research, most of the existing studies on gender in PR have greatly focused on the issues affecting female practitioners and advocated for the need to address such concerns.To fill this gap the study sought to find the reasons for the low number of male students in PR training at DU.The study employed descriptive research design and used questionnaires and interviews as the communication medium between the research objectives and study respondents.Both probability and non probability sampling methods were used to select respondents.Based on the constructs of the social cognitive theory (SCT) the study established that personal interests,self efficacy beliefs, perceptions,gender stereotypes and outcome expectations were major determinants of career choice among communication students.The findings reviewed that male students choose other concentrations over PR due to their lack of interest in PR and the perception that female students are better communicators.Further, the findings indicated that male respondents had low efficacy beliefs leading to their lack of confidence in their ability to perform well in PR hence the low number of male students in PR training in DU.The researcher recommends that in order to bridge the gap in PR training, the career counsellors and PR educators at DU should mentor and guide male students in selecting their communication majors and promote PR as a career that suits both genders. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3280 Files in this item: 1
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Nyaoro, Janet A. (Daystar University, February , 2019)
[more][less]Abstract: The purpose of this was to investigate the utilization of mobile phone communication for dairy development programmes in Kenya, focusing was in Kiambu and Nairobi Counties. The objectives of the study were to: Explore the extent of use of mobile phone communication by dairy development programs; find out the type information the dairy programs need to disseminate to dairy farmers via mobile phones; identify barriers encountered by dairy development programs in the use of mobile phone communication to improve dairy farming; and establish measures that can be put in place by dairy development programs to overcome the barriers. The study applied descriptive and qualitative research design. The target population was farmers and 15 dairy development programs in Kenya whose headquarters are located in Nairobi and Kiambu Counties. Primary data was collected through indepth interviews and focus group discussion (FGD). Data analysis was through visualization and grouping the information into themes guided by the research objectives. The study established that dairy development programs mainly used voice calls and short message service to communicate with farmers. Dairy information disseminated to farmers include information on cost of dairy inputs, milk production in Kenya, young stock management among others. Barriers encountered by dairy development programs include: human capacity and behavioural in using mobile phone communication by some farmers, lack of required skills to use the mobile phone communication in dairy farming, internet and network failures especially in rural areas among others. The study recommended that development practitioners in collaboration with the Government of Kenya (GoK) and other stakeholders should set up an institution to run dairy information centres by benchmarking best practice from other countries Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3279 Files in this item: 1
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Silvester, Ogata M. (School of Communication, Daystar University, June , 2019)
[more][less]Abstract: A continued struggle to achieve successful democracy in Africa has changed the way stories are being told; from and about Africa in both local and international news media. Reporters have realized their obligation to the public equally to the press. Compared to western media, the way media in Africa reports war creates a knowledge gap about the wars in the continent. The problem of this study therefore was to find out the knowledge gap created by the African media in reporting war. The major objectives of this study were to find out the frames used by the Nation newspapers to report war in Sudan between the years of 2014, 2015 and 2016; the story placement in the newspapers and the frequency and uniformity of reporting the war. This study used content analysis research design in which stories from the newspapers were analyzed. The methodology was quantitative content analysis that employed filling data in code sheets obtained from the code book. The data collected was later presented, analyzed and interpreted from the coding sheets. The key findings showed that the Daily Nation reported the highest number of stories at 82%, followed by the Sunday Nation at 11% while lowest was Saturday Nation at 7%. Another key finding showed that there was no story at the prime pages of the newspapers, therefore there were not given prominence. The study found out three major frames that were used. These were frames of authority that included the president, the rebel leader, the AU chief, the UN Sec general. The frames of location covered places which included; Khartoum, Nuba Mountains and Darfur. The frames of ‘war’ checked on the frequency of the mention of the word war. The study recommends more study on effects of Sudan war on the economies of neighbouring countries considering how refugees fleeing Sudan war have impacted economies of host countries. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3278 Files in this item: 2
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Mbatia, Wahu (School of Communication, Daystar University, September , 2015)
[more][less]Abstract: The fight against HIV/AIDS has relied heavily on education programmes with the aim of reducing misinformation and dissemination of correct information. Despite all these efforts, the spread of new infections still remained high especially among the youth aged 17-25 years old, who made up 43% of Kenya’s population. Advertising has been seen to have impact and induce behaviour change; the purpose of this study therefore is to test the effects of advertising of condoms on university going students aged 18-25 from Daystar University and University of Nairobi. The objectives guiding the study were to determine the advertisement methods adopted in advertising condom use to the students, to determine the influence of advertisements in use of condoms among the students and to determine the influences of advertisements in changing condom use behavior among the students. The data was collected via 308 questionnaires distributed between the two schools and assessment was done using SPSS V20, which assessed the data according to schools, gender, relationship status and religion. The findings were that the internet and TV were the most popular points of interaction with the adverts, that the adverts had influence on the youth, that the respondents had a positive attitude towards condoms, and that motivation and intentions to use condoms was high. The research concluded that advertising has influence in use of condoms among the students by spreading the knowledge of safe sex practices. The study recommends that the adverts stress the effectiveness of condoms and conditions in which it can be used. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3277 Files in this item: 1
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Gichuru, Golda N. (School of Communication, Daystar University, May , 2018)
[more][less]Abstract: Television is one of the main media that adolescents use to access information. The type of content available in today‟s television programs are often produced and released by the West whose content is more often than not pervasive, vulgar and risqué. Adolescents spend an average of three hours a day watching such content. Adolescents are also increasingly becoming sexually active and this has brought an increase in premature pregnancies, abortions, HIV infections, STD‟s and STI‟s, among others. This study investigated whether prolonged exposure to Western TV programs affected adolescents‟ sexual behavior. The study adopted a descriptive research design. The population of the study was adolescents in Kenyan secondary schools. Data was collected in two single sex secondary schools, one a girl‟s school and the other a boy‟s school using questionnaires and focus group discussions. Data was coded, keyed in and analyzed using Statistical ®Package for Social Sciences (SPSS ) version 25.0 and presented in form of tables graphs. The findings indicated that there was a significant relationship (χ² (5) =11.828, p=0.037) between prolonged exposure to Western TV content and kissing on the lips both in private and in public. This was in terms of the length of time in years rather than the number of hours they spent watching Western TV programs. There was however no influence of prolonged exposure to Western TV programs on the non coital sexual behaviors of adolescents‟ such as oral sex and anal sex. In addition, gender and age were found to be more significant factors in predicting and influencing an adolescent‟s sexual behavior. The study concluded that there was an association between being informed about sex through Western TV programs and feeling pressure to engage in sex. The study recommends that the current sexual education curriculum be amended to fit adolescents‟ information needs Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3276 Files in this item: 1
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Wafukho, Pamela Khayasi (School of communication, Daystar University, April , 2010)
[more][less]Abstract: Globally, mobile telephony is one type of Information and Communication Technology (ICT) that has diffused exponentially, and in Kenya, it has spread not only in urban areas, but in rural areas as well. For a long time, rural areas have suffered from poverty due to the rural-urban digital divide and lack of access to timely information necessary for enhancing socio-economic activities. This study sought to explore the role of mobile telephony on the socio-economic lives of rural residents of Trans Nzoia district in Kenya, through an explorative and descriptive study that was guided by the Domestication Approach. It sought to establish the level of adoption of mobile telephony, and how its use had enhanced socio-economic lives in Trans Nzoia district. Quantitative and qualitative data was collected using 250 survey questionnaires distributed through stratified random sampling, and 3 focus group discussions constituted to accommodate respondents with literacy limitations. The study found that the adoption and use of the mobile phone in Trans Nzoia district had led to increased communication and enhanced socio-economic activities. Mobile telephony had been effective in narrowing down the information divide that previously existed, and its costs should be further reduced to enable more rural folk to adopt it into their daily activities, for socio-economic benefit. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3274 Files in this item: 1
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Wandera, Deborah Ajiambo (School of communication, Daystar University, June , 2013)
[more][less]Abstract: The study examined the effect of the Mpango wa Kando HIV and AIDS TV campaign on the sexual behaviour of men and women in stable heterosexual partnerships between the ages of 18 and 49 in Nairobi West Estate. It examined respondents’ level of exposure to the campaign, understanding of and response to the message, and potential barriers to adopting the promoted behaviour. The study adopted a non-probability design, used purposive and convenience sampling methods and was anchored on the Theory of Planned Behaviour and the Elaboration Likelihood Model. Data were collected using a self-administered questionnaire and analysed using descriptive statistics. N=38. The study yielded mixed results. Exposure was high (92%) but message recall was lower (54%). That 58.3% identified the key message as promotion of fidelity infers the campaign was effective in passing the intended message. Chances of respondents to use a condom (59%), discuss sex with partners (81.8%), and change sexual behaviour (81.2%) were high yet three years into the campaign, 58.9% still had one to three partners and 34.2% rated own risk as high or medium implying they had an extra partner or a partner who did. That 63.2% perceived own risk to HIV as low and condom use was higher with the extra partner (84.2%) than with the regular partner (57.9%) implies the notion that married couples are safe from HIV persists. The above suggest the campaign was effective in creating behavioural intentions than change. But, that it achieved a 30.6% success rate, higher than the 5%-10% recorded by most campaigns (Atkin, 2001) infers it was comparatively successful which can be attributed to the use of principles of effective campaign design. The study recommends further research on types of HIV and AIDS behaviour change messages and their relevance for targeting with media campaigns. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3270 Files in this item: 1