School of Communication: Recent submissions
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Mwamba, Cynthia (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: This study sought to explore the use of interpersonal communication networks in influencing exclusive breastfeeding (EBF) among mothers in Korogocho informal settlement. The study was guided by the following objectives: to explore the relationship between interpersonal communication networks and EBF among women in Korogocho informal settlement, to explore factors that led breastfeeding mothers in Korogocho slums into interpersonal communication networks, to explore the challenges affecting the influence of interpersonal communication networks on EBF among mothers in Korogocho informal settlement, and to determine the interpersonal communication network mostly used by breastfeeding mothers in Korogocho informal settlement. Purposive and simple random sampling techniques were used to select 100 mothers living in Korogocho Slum and attending Korogocho Health Centre. The study used a descriptive research design and collected both qualitative and quantitative data. Questionnaire and interview guide were the data collection instruments used by the study. Descriptive statistics, including frequencies, percentages, means, standard deviation, and median were used in the analysis of data with the aid of the Statistical Package for the Social Sciences (SPSS), version 23. The study revealed that interpersonal communication networks influenced EBF, that mothers joined interpersonal networks in order to be enlightened on EBF, and that the most used networks were the health officers and community health workers. The study’s recommendations included the need to empower and train family and friends in order to create a formal communication network, and the need to empower and train more Community health workers so that they can reach the mothers who do not often attend health clinics. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3897 Files in this item: 1
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Ondeng’, Patricia Terer (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: Strategic communication and stakeholder communication strategies aligns the general communications of the organization with the business strategy of the company for purposes of enhancing customer satisfaction. The airlines in Kenya have not effectively identified the stakeholder communication strategies hence affecting their customer satisfaction. Using the case of FLY540, this study sought to establish how customer satisfaction is influenced by strategic stakeholder communication, assess the influence of management communicaton strategy framework, and determine the influence of strategic communication culture on customer satisfaction at FLY 540. The study targeted customers and 164 management staff who included senior management, middle-level management and supervisory level staff in Nairobi while an in-depth interview was administered to four managers. The study employed stratified random sampling method and collected data through a questionnaire and an interview guide. The data gathered was analysed using SPSS v.21.0 and presented in the form of charts, tables and frequency distributions. The qualitative data was analyzed through content analysis and presented in prose form. The findings showed that current communication strategy framework determined the quality of information communicated to the customers and in turn customer satisfaction. The study recommended that every organization should have a communication strategy framework that is audience specific and at the same time ensure that the stakeholders are involved in the issues affecting them. In addition every organization should have a management communicaton strategy framework that provides relevant information to the stakeholders in a timely manner and must embrace embraces cultural diversity among the employees. Further studies could focus on the role of strategic stakeholder communication service delivery in the public sector. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3895 Files in this item: 1
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Muiru, Paul Njuguna (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The media plays an increasingly important role in how the military conducts warfare. There have been reports of failure by military to appropriately integrate and coordinate with media leading to the compromise of national security, operational security, and the deterioration of public trust and confidence because of how media frames military operations. This study's main purpose was to establish how newspapers in Kenya covered and framed the military Operation Linda Nchi. Specifically, the study sought to find the dominant and prominent images of Operation Linda Nchi as framed by Kenya newspapers (Daily Nation, The Standard, The Star and East African), establish the types of frames used in imaging Operation Linda Nchi by the media, establish trends in the framing of Operation Linda Nchi in the media over the period of five months and finally determine the frequency of Operation Linda Nchi stories in each of the newspapers during the period of study. The study utilized framing theory and agenda setting theories. Content analysis, a method used to describe communication content in a quantitative or numerical form, was used in this study with a coding sheet as data collection instrument. A total of 503 articles in all the selected newspapers mentioned Operation Linda Nchi. The findings showed that the military operation was constructed disparately by different newspaper articles. Going to war with al-Shabaab was framed as a win by Kenyan military. Al-Shabaab was presented as a violent group and threat to Kenya. Besides, the sheer volume of coverage devoted to Operation Linda Nchi and some newspaper articles were more likely to use the military conflict and violence of war frame; others emphasized the rebuilding of Somalia frame. The study concludes that articles with conflict frames contain more interventionism and less strategic framing, more journalistic intervention in quality newspapers and less substantive news stories. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3894 Files in this item: 1
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Mutahi, Maureen Wachuka (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the influence of corporate communication practices on the corporate identity of Equity Bank Limited (EBL). The objectives were to investigate external communication practices adopted by EBL in enhancing the corporate identity, assess how corporate culture at EBL related with the bank’s corporate identity, analyze the role of internal corporate communication practices at EBL in relation to corporate identity, and find out how EBL stakeholder management practices were used in shaping the bank’s corporate identity to the external stakeholders. Two theories were applied to guide the study: organization identity theory and organizational image management theory. These theories were applied in the study to provide a framework that explains the relationship that may exist between integrated corporate communication and corporate image. The study used both qualitative and quantitative methods to collect data. 154 respondents (10.07% of the total population) formed the sample size for the study. The study findings showed that top executives of EBL focused on communication as a management capability to a very high extent as indicated at 45(34.6%). It was also established that EBL, through its external communication, had facilitated teamwork and partnership with various stakeholders who were outside the formal structure of the organization (at 60%). The study recommends the need for EBL to properly manage its communication and information flow within it and amongst its numerous publics. Also, further research can be carried out to show the importance of corporate communication strategies and internal communication policies in organizations. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3887 Files in this item: 1
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Ekodere, Alex Okware (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: Big data continues to elicit excitement and anxiety in almost equal measure among organization that are religious and non-religious. This study sought to establish the alternative ways that the Catholic Church could communicate big data based on the apparent gap between the existing large sets of data vis-à-vis their utilization. Objectives were to assess awareness levels of large sets of information flows, to identify accessibility levels of big data and analyze alternative ways of communicating in the Catholic diocese of Kakamega. The Organizational Information Theory and conceptual framework provided an insight on the relationship between stakeholder communication patterns versus big data utility. A descriptive survey research design targeted 38 respondents who were drawn from stratified purposive sampling was employed. Questionnaires and KII assessed the clergy only while FGDs assessed congregants alongside participant observation as instruments of data collection. Findings revealed the Catholic diocese of Kakamega had big data in form of texts, audio, videos, graphics and symbols whose awareness and accessibility levels varied due to behavioral and literacy related noise. As such, the existing channels were subject to review in order to reduce noise. The researcher determined that the definition of big data remained a challenge to even academicians. Religious corporations have big data whose utility affected them, and the investigation of the topic proved useful and not as earlier perceived as business-oriented only. Recommendations for policy-education on information delivery and packaging, introduction of a special needs office and mainstream media. Recommendations for further studies with a larger sample size, time frame and study site. The impact of big data on social welfare and exploration of big data in bridging the generational gap in churches was also presented in this study. Description: Master of Arts in communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3886 Files in this item: 1
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Muturi, Ruth K. (Daystar University, School of Communication, November , 2021)[more][less]
Abstract: Globally, there has been an ongoing debate on the journalism profession, with some arguing that a disconnect exists between the profession and academia. Available evidence suggests that the media industry has seen a decline in specialization and a corresponding rise of the generalist. Industry players have complained that journalists that are released to the marketplace are lacking in multimedia and basic technological skills. Simply put, they lack competency skills. Therefore, this study investigated key competencies required for the practice of journalism in Kenya. The following objectives guided the study: to explore the extent of journalists’ innovation in the practice of journalism in Kenya, find out levels of technological knowledge of journalists practicing journalism in Kenya, investigate emerging job skills and attributes critical for the practice of journalism in Kenya, and examine skills gaps identified among journalism graduates in Kenya. The study design was descriptive. Quantitative and qualitative data were obtained from a sample of 139 comprising journalists and editors. According to the results, journalists enter into newsrooms with little skills, resulting in retraining by the employer. Also, an interview with editors confirmed that they (editors) are always keen to notice journalism graduates with mastery of required skills and competencies as they join their organizations. Moreover, results indicated Pearson r=184.619 and p=0.001. A strong positive correlation was established between journalism competencies and the likelihood that employers often consider journalists’ innovation, technological knowledge, and the emerging job skills and attributes critical to journalism in Kenya. Based on the results, the study recommends that media outlets work closely with journalism schools to ensure that journalism graduates get both theory and practical aspects of training so that they can perform better in a media environment. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3885 Files in this item: 1
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Muriungi, Purity M. (Daystar University, School of Communication, July , 2021)[more][less]
Abstract: The purpose of this study was to establish the effects of internal communication on job efficiency at the Kenya Post Office Savings Bank (Postbank) by conducting an internal communication evaluation. This was in order to establish the effectiveness of internal communication at the bank and how the same affects employee’s job efficiency. The objectives of the study were to establish the effects of forms of internal communication on employee’s job efficiency at Postbank, establish employees’ perception on the relationship of internal communication to job efficiency, and establish the effects of supervisor-employee communications on job efficiency. The study employed a quantitative descriptive research design to establish the effects of internal communication on employee’s job efficiency. Questionnaires were used to collect quantitative data and they contained both open and closed ended questions and was divided into five sections. From the sample size of 60 employees at the headquarters, a total of 45 participated in the survey. The key findings from the study indicated that formal and informal communication were used as forms of internal communication at the bank, but formal communication was widely used to share official information about the bank among employees. From the results, 37.8% of the respondents indicated that as much as information was actively shared by management, the content in this communication was not clear and therefore employees had to seek clarification on most cases. 35.6% of the respondents indicated that their supervisors did not engage them in the process of decision making thus causing them to be demotivated. Additionally, 66.7% of the employees indicated that horizontal and vertical communication sped information sharing within departments. The study recommended that the institution should ensure all its systems work together and in a seamless manner for internal communication to be effective Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3874 Files in this item: 1
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Bwalya, Andrew (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: Today, social media pervades the daily life of many people including the faith of the youth. Consequently, a study on the use of social media among youths in Nairobi for peer evangelization emerged as an imperative. Pegged on the New Media Theory, the objectives of this research were threefold. Firstly, this inquiry sought to explore how Catholic youths in Nairobi used social media. Secondly, the research endeavored to examine the extent to which Catholic youths in Nairobi used social media for peer evangelization. Thirdly, this exploration strove to identify the challenges Catholic youths in Nairobi faced when sharing the gospel message on social media. The research adopted a descriptive design and employed a questionnaire to collect data. The researcher purposively chose the archdiocese of Nairobi due to its cosmopolitan nature. However, the study was limited to Kiambu and Nairobi Central deaneries within the archdiocese of Nairobi. Through a multistage sampling method, a sample size of 267 was randomly sampled. The response rate was 97.3 percent. Data from the respondents was collected. Thereafter, the researcher sorted, coded and analyzed it using the Statistical Package for Social Sciences (SPSS) Microsoft software version 26. The findings indicated that the respondents were active consumers of social media and used social media chiefly to communicate with friends. WhatsApp, Facebook and Instagram in that order appeared as the most popular social media among the respondents. The study also indicated that to a great extent the respondents used social media for peer evangelization. The study recommends that all Catholic youth chaplains in Nairobi should receive formal training in the use of social media. Once trained, they could eventually help the youth in packaging faith content on social media in a manner that captivates the audience. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3873 Files in this item: 1
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Mbugua, Beth M.G. (Daystar school of communication, May , 2010)[more][less]
Abstract: Almost three decades into the pandemic HIV and AIDS still claims the lives of many people particularly the youth. Top down and expert driven communication seems not to be working and more participatory communication is needed to communicate to the youth. The study used qualitative design to explore and evaluate the effectiveness of Magnet Theatre among the Kangemi youth. The purpose of this study was to evaluate the effectiveness of Magnet Theatre technique using the Freirian Participatory Theory to determine if Magnet Theatre is an effective peer education and HIV and AIDS communication strategy among the youth in Kangemi. Data was collected from NOPE staff, AoC and the youth aged between 14 years – 24 years in Kangemi using Focus group discussions, in depth interview, personal testimonies and direct observation. The overall feeling of the youth was that Magnet Theatre is an effective communication strategy among the youth as it is a horizontal and participatory communication that empowers the youth to critically think about their own behavior and promotes behavior change. The findings of the study underscored that the youth preferred Magnet Theatre to the top down expert driven conventional methods of communication HIV and AIDS. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3863 Files in this item: 1
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Jebor, Dorothy Kandie (Daystar school of communication, May , 2019)[more][less]
Abstract: The aim of this study was to evaluate students’ perceptions of crisis response strategies used during a crisis, a case of Moi University. Most of the studies in crisis communication have focused on the strategies of crisis communication but there is a dearth of scholarly work on publics’ perceptions about crisis response strategies used during a crisis especially in Kenya. The specific objectives of the study were to; describe the crisis response strategies used by the university during the crisis as perceived by the students; establish perceptions of the students on the university crisis response strategies used during the crisis; describe the influence of the crisis response strategies used during the crisis on attributions of the crisis by the students, and to determine the students’ perceptions of the influence of the crisis response strategies used during the crisis on the university reputation. The study adopted a descriptive survey design with a quantitative approach. The findings showed that; the response strategies deployed by the university during the crisis were; the university blamed the politicians at 69.7% and the university excused themselves by claiming inability to control the events that triggered the crisis and that they were a victim of the crisis too at 62.8%. Showing concern to the students was perceived to have minimized the damage caused by the crisis while informing the students that the politicians were behind the crisis made them feel that they should stand with the university. The findings also showed that the cause of the crisis was something over which the university had no power. Therefore, the findings of the study on the students’ perceptions and the influence of the response strategies on the university’s reputation and crisis responsibility following the crisis show how much any form of crisis response can destroy or build an organization’s reputation as well as shape the crisis attribution. Organizations should craft crisis response strategies to control reputational damage and diffuse publics’ negative feelings. Description: Master Of Arts In Corporate Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3861 Files in this item: 1
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Mwangome, Emmaculate Mwikali (Daystar school of communication, May , 2019)[more][less]
Abstract: This study examined stakeholder engagement by Universities with a specific reference to the University of Nairobi. The objectives were to: assess the role of corporate affairs department in managing and engaging stakeholders; examine stakeholder engagement strategies adopted by the corporate affairs department; and establish the challenges facing stakeholder engagement by the corporate affairs department at the University of Nairobi. The study was grounded on stakeholder theory. Descriptive research design was adopted and the target population was stakeholders that engaged the University of Nairobi’s Corporate Affairs Department. A total of 146 stakeholders were sampled and selected through simple stratified random sampling technique. A questionnaire was used to collect primary data which was analyzed using Statistical Package for Social Sciences (SPSS) version 23.0. The study findings indicated that the corporate affairs department at the UoN involved and responded to stakeholders. The study also found that involvement of stakeholders led to organisation effectiveness in terms of impacting skills to students among other activities within the department. The findings further indicated that lack of harmonization of the department interests and that of the organization was a significant challenge, followed closely by strict policies within the department which discourage students from engaging. Based on the findings, the study concluded that stakeholder engagement is a key component in enhancing the effectiveness of organizations. The study recommended that the department of corporate affairs at the University of Nairobi and any other organisation that intends to improve stakeholder engagement should ensure that stakeholders get instant responses and feedback on inquiry made and stay in constant touch with all the relevant stakeholders. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3860 Files in this item: 1
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Godwin, Gibson (Daystar school of communication, June , 2010)[more][less]
Abstract: Tourism is considered to be one of the world’s fastest growing industries. Countries in Africa are now focusing on tourism as a source of growth and diversification. Despite this, the promotion of tourism industry is facing a number of constraints. The purpose of this study was to explore the effectiveness of the communication strategies used by the Tanzania Tourism Board (TTB) in promoting the Tanzania tourism industry. The study used the descriptive method of self-administered questionnaires and interviews to gather information. The sample size comprised TTB management, and marketing department, tourists and tour operator organizations. Questionnaire data were cleaned, coded and analyzed using the statistical package for Social Scientists (SPSS). Two in-depth interviews were qualitatively analyzed based on the specific objective. The data showed TTB is using various communication strategies in tourism promotion and creating awareness of Tanzania as a one of the leading tourist’s destination. However, there are numerous challenges which hinder the effective promotion of tourism in Tanzania. The study has confirmed the AIDA communication model and has demonstrated that each step in the promotional process is crucial for the successful promotion of tourism products. Therefore, as Mills and Han (2006) argue, destination tourism organizations such as TTB in this case can successful promote tourism based on the impression they make in each step so as to attract more tourists using effective communication channels. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3859 Files in this item: 1
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Mulinge, Lillian (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the effect of social customer relationship management on loyalty. The objectives of the study were: To assess the use of SCRM by Safaricom PLC. To determine the components of loyalty of Safaricom PLC subscribers. To investigate the effect of SCRM on the loyalty of Safaricom PLC subscribers. The study was informed by the Uses and Gratification Theory to inform the relationship between social customer relationship management on loyalty. A descriptive research design was adopted where questionnaires were issued to a sample of 180 communication students who were registered online users of the Kenyatta University the Postmodern Library (PML). Data analysis was done using Statistical Package for the Social Sciences, version 23. Key findings revealed that a significant 60 (37%) were neutral as to whether the respondents believed that Safaricom pays attention to their posts, comments and queries on their social media platforms. A majority of respondents agreed 66 (41%) and 44 (27%) strongly agreed that they recognized Safaricom PLC as a valuable brand to consumers. While mixed findings were observed as to whether the respondents would recommend Safaricom products and services to others over its competitors. This was as identified by 41 (25%) who were neutral while 53 (33%) agreed. The regression analysis revealed that 0.343 (34.3%) of the variation in customer loyalty can be explained by social CRM. The use of social media and its integration with social CRM can serve as useful leverage in generating more brand value for an organization. Therefore, the study recommended that social CRM practitioners should consider the effect that social CRM has on loyalty while making decisions in the organization since the two are correlated. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3851 Files in this item: 1
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Nyambega, Judith Nyakerario (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of the study was to evaluate public relations (PR) practice in Kenya among Public Relations Society of Kenya (PRSK) members. The objectives of the study were to; assess the current roles played by PR practitioners in Kenya, determine the level of awareness of top management on the significance of PR in Kenya and identify the challenges faced by PRSK members in execution of their roles. The study was carried out on PRSK members, and 4 interviews conducted with top management in 4 organizations in Kenya. The study used mixed methods where the researcher combined qualitative and quantitative data collection methods. Data was collected using questionnaires and interviews and analysed using the Statistical Package for Social Sciences. The study found out that PR plays an important role in the functioning of the organization. The study also identified the different roles played by PR practitioners in the field, some which supported the study’s literature review. The study also identified the different challenges faced by PR practitioners in the field which limit their effectiveness. The study concludes that PR practice positively impacts on the delivery of services. The study recommends that strong and well-integrated PR departments should be established in an organization and sufficiently funded like other departments in the organization to ensure its success. The study also recommends that PRSK should seek for regulation of the practice by lobbying with the government to recognize it as a body with statues to govern its practice. Description: MASTER OF ARTS in Strategic and Organizational Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3850 Files in this item: 1
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Ndonga, Sarah Wambui (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: In 2017, Kenya conducted its second General Election under the Constitution of Kenya (2010). This General Election was covered by various media including the regional copies of the Standard and Daily Nation newspapers. At the time, President Uhuru Kenyatta and former Prime Minister Raila Odinga separately contested for the presidency. They received considerable media attention and were framed differently by the regional editions of the two newspapers. This study therefore sought to establish whether framing of President Kenyatta and the former Prime Minister by the regional editions of the Daily Nation and Standard newspapers influenced Kenyans’ voting patterns along tribal lines in 2017. It was anchored on the Media Framing Theory by Ervin Goffman (1974) and used mixed methodologies by administering 768 questionnaires to respondents in Kisumu and Nyeri counties in addition to interviewing four experts. The study found that at least 48.8% of the respondents believed that the newspapers’ coverage of President Uhuru Kenyatta and former Prime Minister Raila Odinga by the regional editions of the Standard and Daily Nation newspapers had encouraged them to vote along tribal lines. Similarly, more than half of the respondents (56.8%) said that they voted for the candidate who was projected to be winning by the regional editions of the two newspapers under study, implying that newspapers indeed influenced voting patterns to a significant extent. The study further found that commercial interests of a newspaper determined the media frames that were used in the regional editions of the Standard and Daily Nation newspapers. Additionally, the study established that regional copies of the Standard and Daily Nation newspapers influenced respondents to vote along tribal lines during the 2017 General Election by appealing to the emotional needs of the respondents. The study therefore recommends that media practitioners be guided by editorial policies that advance the principles of objectivity and fairness in order to uphold their role as society’s watchdog Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3847 Files in this item: 1
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Wachira, Francis (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The main purpose of the study was to analyze the media aesthetic component of advertising communication and its violation of consumer rights in selected television advertisements. The study aimed to analyze the application of media aesthetics elements in select television advertisements in Kenya; examine consumer protection regulations put in place to guard against violation of consumer rights; and find out how, if at all, the media aesthetic elements in these television advertisements violate consumer rights. The media aesthetics theory and media literacy model by Zettl formed the study’s theoretical framework. The study chose five advertisements in different categories. These advertisements were purposively selected based on their commercial transaction. Data was collected by use of textual analysis for the advertisements and Focus Group Discussion. The qualitative data was analyzed for the aesthetics elements application, the observance of consumer protection regulations, and ways that they may be found to violate consumer rights. The findings indicated that the building blocks for contextual aesthetics have been applied in the advertisements. The focus group discussion (FGD) pointed to a direct link between the aesthetic elements and consumer patronage. The study concluded that contextual media aesthetics are critical building blocks for media literacy, the Consumer Federation of Kenya (COFEK), though formed with good intentions, has not succeeded in championing people’s rights and consumers agree that there is a growing number of deceptive advertisements. The study recommended that there is need for media literacy among consumers. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3846 Files in this item: 1
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Munguakonkwa, Cynthia Nyunva (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to assess the effectiveness of communication strategies used by select political parties in the Democratic Republic of the Congo (DRC) during the 2018 general election and the effect of the strategies on electoral performance. The study targeted political leaders, national officials, political and communication strategists of the People’s Party for Reconstruction and Democracy (PPRD) and Union for Democracy and Social Progress (UDPS) political parties in the DRC. The target population was 152 respondents. Stratified random sampling technique was used in coming up with 61 respondents and a questionnaire was used to gather the data. The data was presented in form of narratives, graphs, charts, frequency distributions, and tables, The study results showed that political parties used various communication strategies, where 72.4% indicated persuasion, 65.5% indicated grassroots campaigning, 62.1% indicated propaganda, 48.3% indicated narrowcasting, while 36.2% indicated micro targeting. The communication platform that was mostly employed during campaign was television and radios, as indicated by a mean of 3.95; while Facebook was the most common social media communication platform, as indicated by a mean of 3.93. The study concludes that political parties’ communication strategies have a positive effect on electoral performance in the DRC. Further, the study concludes the political parties in the DRC used various strategies, including grassroot campaigns, persuasion, micro targeting, and propaganda, during campaigns. The study recommends that political parties should not only communicate during the election period but should also be accountable to their voters or electoral base on a daily basis and that election of communication platforms should be evaluated based on user needs and information type. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3843 Files in this item: 1
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Tuimur, Carol Jelimo (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to find out the effects of social media on employee performance in microfinance institutions in Kenya, with a focus on Kenya Women Finance Trust (KWFT). The study was anchored on the following objectives: to explore the social media sites accessed by KWFT employees and the purpose for which they accessed the sites, determine the effect of employee access to social media during working hours at KWFT, establish social media usage for official and personal work at KWFT, and access the relationship between social media access and employee performance at KWFT. The research used a descriptive research design approach, and a structured questionnaire was used in data collection. A sample of 384 respondents was targeted and the overall response rate was 73%, with 63.2% of the respondents using social media to advertise the organization. Multiple regression analysis and correlation analysis (Karl Pearson) were used to analyze data. The findings of the study showed that the majority, 76.1%, of the respondents always accessed Facebook. Additionally, most (61.4%) of the respondents strongly agreed that accessing social media during working hours leads to company time wastage. The study recommended that management of the microfinance sector should educate its employees on the benefits of social media usage for official business. Further, the Association of Microfinance Institutions should work towards introducing Workplace Leisure Internet Policy (WILP). This is because it is important to set up terms for acceptable usage of WILP for the protection of both employers and employees from internet and social media risks. Description: MASTER OF ARTS in communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3842 Files in this item: 1
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Nyagudi, Calvin Steve (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: This study sought to assess the crisis response strategies employed by Silverstone Airline in managing its corporate reputation during their crises of October-November 2019. The management of reputation aspect runs parallel to the situational crisis communication theory (SCCT) framework that guided this study. SCCT provides an empirically tested model for selecting the most appropriate crisis response strategies for crisis situations experienced in order to protect organizations’ reputations. The study’s objectives were to examine the crisis clusters under which the Silverstone Airline crises fell, analyze the crisis response strategies used by the airline, and assess how the airline managed its corporate reputation during the crises. To obtain the study’s sample from the identified target population, the study applied non-probability purposive and census techniques to pick all the five (5) crisis-related communication. Silverstone Airline disseminated and all the 509 feedback messages generated by the airline’s crisis-related communication. The study utilized primary qualitative data that was coded and thematically analyzed. It analysed the crisis situations and the effect of crisis intensifiers on their progression and eventual clustering. The major finding of the study was that Silverstone Airline failed in clearly understanding and clustering its crisis situations, yet this is the first and most critical aspect in managing reputations. The findings, therefore, indicate that Silverstone Airline mismatched the response strategies with the crisis clusters in a majority of its crisis cases. The study recommends that the airline dedicates officers who are well trained in dealing with crisis communication in real-time to handle its social media pages. This would help the airline take control of the crisis at the earliest stage Description: MASTER OF ARTS In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3841 Files in this item: 1
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Linkoy, Barbara (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the relationship between participatory communication and the sustainability of water projects in Elangata-Wuas, Kajiado County. The objectives of the study were to find out the relationship between resources, time and labor provided by the community and the sustainability of water project, determine the influence of participation in decision making in the sustainability of water projects, and establish the relationship between the selection of technology and selection of management structures on the sustainability of water projects. A descriptive exploratory research design and purposive sampling technique were used. Data were collected using focus group discussions and analyzed using thematic analysis approach. Research findings indicated that residents of the Elangata-Wuas were, from inception to evaluation, actively involved in decision-making process of the water projects. Beneficiaries’ opinions were discussed and incorporated in the development of the projects. Based on these findings, the study concluded that community participation and involvement could only be effective through the provision of resources, time labor, participation in decision-making, selection of technology and management structures. In addition, participatory communication influenced the sustainability of the water projects in Elangata-Wuas in Kajiado County. The study, therefore, recommended that donors, agencies, and county governments intending to support communities need to involve the community at all stages of a project development and allow beneficiaries to actively participate and own the project. That way, the communities will have control over the projects, and this would translate to project sustainability Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3840 Files in this item: 1