School of Communication: Recent submissions
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Mukundi, Mary Wanjiku (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: Kenya is one of the most active African countries on social media with 7.1 million and one million active monthly users on Facebook and Twitter respectively (Bloggers Association of Kenya, 2018). Kenyan churches have thus increased their social media activity, which has impacted their reputation and relevance online. This thesis sought to understand the dynamics of framing social media communication by Kenyan churches using Infinite Fellowship Ministries (INFEMI) as a case. A mixed methods design was adopted using interviews and questionnaires and the findings revealed that framing in INFEMI is an active, collaborative effort between INFEMI’s leadership and their scribes. It is affected by factors such as INFEMI’s vision, volunteer numbers, technology costs and negative publicity received by Kenyan churches online. It emerged that both INFEMI’s leadership and members are more concerned about the church fulfilling its evangelism mandate and upholding its integrity as a Christian organization than any negative publicity it could receive on social media. This shared view has given INFEMI a favourable reputation with 51.79% of its members who gave it positive reviews and 30.36% who had mixed reviews including positive ones. However, there is room for the church to grow in expansion of content formats for framed messages, reach and interaction with its external public. One of the key recommendations made was for INFEMI to consider the creation and adoption of a tangible social media policy to better meet their communication goals. This is also an area that could benefit from further academic research as the corporate use of social media by Kenyan churches has room for more exploration. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3839 Files in this item: 1
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Were, Susan A. C (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to determine the extent to which various communication sources influenced compliance to the full dose of 90+ days of iron and folic acid supplementation among women aged 15to49 years during pregnancy in Mukuru Kwa Njenga informal settlements in Nairobi County. The objectives of the study were to assess the communication sources on IFAS for pregnant women aged between 15and 49, determine the extent of compliance behavior to IFAS of pregnant women aged between 15and 49, and assess the influence of communication sources on compliance to iron and folic acid supplementation during pregnancy. The study used two theories: the Transtheoretical Model and Diffusion of Innovation. Both Diffusion of Innovation and Transtheoretical Model assume that a person goes through multiple stages before successfully changing their behavior. The study adopted a descriptive cross-sectional survey design to assess how communication, had influenced compliance to iron and folic acid supplementation among pregnant women in Mukuru Kwa Njenga. Three hundred and four women of aged 15-49 meeting the inclusion criteria were the minimum sample as determined using the Fischer’s formula. The response rate as calculated from the complete questionnaires was 97.3%. Interpersonal communication (health providers, friends, and relatives) and mass media (radio and television) ranked highly as the sources of general communication frequently used at 96.96%, 92.91% ,80.07% and 71.96% respectively. The results showed that 87.50% of the respondent had received IFAS across the gestational age categories either freely or by buying. The study recommends that print and display media should be given adequate importance. Further studies on frequency and duration of exposure to IFAS messages can be conducted to establish cause effect of the communication channels on adherence Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3838 Files in this item: 1
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Musyoki, Esther Yula (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to establish the relationship between the marketing communication tools used by Daystar University and their efficacy in attracting students. The objectives were to examine the marketing communication tools Daystar University used to attract students, to establish which marketing communication tools impacted students’ choice of Daystar University, and to determine the factors that influenced students’ choice of Daystar University. The study was anchored on social marketing theory. A descriptive research design was adopted, and the target population was first year students who were enrolled at Daystar University in 2018. Purposive sampling technique was utilized to select 130 first year students. A questionnaire and in-depth interview guide were used to collect data which was analyzed using SPSS version 22.0 and presented in form of charts and figures. Study findings indicated that most students heard about Daystar from friends and family. Social media, events and TV were also identified as the best communication channels that Daystar University should use to attract potential students. Facebook was considered the most effective social network for reaching potential students. A majority of the students picked Facebook since it covers a wide reach of potential students. Further, the courses offered, family, and location were highly voted among the factors that influenced students to choose Daystar University. In addition, the university has positioned itself with its products by having communication as the flagship program. Having identified marketing communication channels that influenced student’s choice to join Daystar University, the study recommends that is vital for Daystar University to find ways to attract more students, with a particular focus of increasing her presence and activities on social media channels, mostly Facebook. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3834 Files in this item: 1
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Osiro, Barbara Akelo (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to find the link between fun at work and employee engagement in Kenya’s Safaricom subsidiary unit named Tecques Circuit organization. The objectives were to establish the nature of fun at work, explore the impact that a fun at work culture has on employee engagement and to ascertain the relationship between fun at work culture, communications and employee engagement over at least a year. The problem is that scant studies exist to demonstrate the reality between these variables, and this is the gap that this study set out to fill. Data collection instruments were questionnaires and interviews. For this study, the target population comprised all employees of local Kenyan telecommunications company, Safaricom Plc. The study population was its technology division equivalent to 16% of all the employees. The researcher studied a sample size of 8 respondents from the top management and 104 respondents from middle and non- management in all departments. The Purposive sampling technique was used for top management interview respondents to get in-depth information while stratified random sampling was used for questionnaire respondents from middle and non-management. The research design was descriptive. Quantitative data was analysed with the aid of Statistical Package for Social Sciences (SPSS) and Microsoft Excel while the qualitative data was thematically analysed and presented in narrative form. Findings showed that, the top management of TC had endorsed fun at work. According to over 75% (70) respondents, Fun at Work positively impacted Employee Engagement translating to improved productivity and better business performance by facilitating business objective cascade with clarity and ownership. The study recommends that organizations and employees leverage on the opportunity that a fun at work presents for more effective communication and employee engagement. Description: Master Of Arts in Communication October URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3831 Files in this item: 1
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Chepkemboi, Lyndah (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study sought to assess whether the internal corporate communication practices in an organization impact customer satisfaction. The objectives were to identify the active forms and channels of internal corporate communication at Greenlight Planet Kenya, identify the effectiveness of internal corporate communication practices, determine the influence of internal corporate communication on customer satisfaction levels, and assess the intervening influence of customer centricity on the relationship between internal corporate communication and customer satisfaction at Greenlight Planet Kenya. The social exchange theory fronted by Poole (1994) anchored the study. The study utilized two pools of samples where a sample of 110 respondents comprising employees of Greenlight Planet Kenya was selected through stratified random sampling and simple random sampling. Further, convenience sampling was utilized to select a pool of 120 external customers from Greenlight Planet Kenya, an organization in Kenya's Solar Energy sector. Descriptive research design was employed with online questionnaires and in-depth phone interviews used as the key data collection tools. The data analysis was done using the Statistical Package for the Social Sciences (SPSS), version 21. The study findings showed that internal corporate communication was positively and significantly correlated with customer satisfaction with r=.537. The regression model summary indicated that internal corporate communication, acting on its own, depicted only 28.9% of customer satisfaction, with a statistically significant R2=.289. The study, therefore, concluded that internal corporate communication significantly impacted customer satisfaction levels. The study recommends that organizations invest in and ensure that their internal corporate communication is effective and efficient to impact their customer satisfaction levels. Further, customer-centricity needs to be adopted and embedded in all corporate cultures to ensure better results in customer satisfaction. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3827 Files in this item: 1
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Kivata, Joyce (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to assess the integration of mobile phone communication technologies in the sustainable management of mangrove forest cover in Lamu, Kenya. The study objectives were to determine the extent to which mobile communication technologies have been applied for mangrove forest management in Lamu, determine the factors that promote the integrating of mobile communication technologies in mangrove forest management in Lamu County, examine the factors that inhibit the integrating of mobile communication technologies in mangrove forest management in Lamu County and to evaluate how mobile phone communication technology contributes to the management and conservation of mangrove forest in Lamu county. The study used descriptive survey research design that targeted 76 staff comprising the Kenya Forest Service officials, Rangers, and support staff in the Ecosystem Conservator’s office, Lamu. A questionnaire and interview schedule were used in data collection. Data was analyzed using descriptive and inferential statistics with the aid of SPSS. The majority (83.6%) of the staff confirmed that there is an excellent use of mobile phone technology for the management of mangrove forest. Further, 52.2% of the staff confirmed that mobile phone calls are the most used communication technologies followed by instant messaging (52.2%). Results showed that mobile phones predominantly contribute to management of Mangrove Forest due to their affordability (58.2%), convenience and effectiveness in reporting criminal activity, monitoring and observing forest changes. Therefore, the study recommended the management to offer employees internet-enabled phones with the functionalities to support the use of social media applications. Finally, the organization needs to enhance the engagement between the staff and community members to facilitate collaborative effort in conserving the mangrove forest. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3825 Files in this item: 1
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Mboli, Cynthia Irene (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the effects of an organization’s reputation on employees, shareholders, and trustees as internal stakeholders of small and medium sized organizations in Kenya. The study specifically aimed at determining the effects of organizational leadership on internal stakeholders, assessing the effects of staff relationships on internal stakeholders, and examining the effects of communication strategies on internal stakeholders. The study was anchored on the stakeholder theory propounded by Edward Freeman in 1984 and used a descriptive survey research design. In particular, the researcher targeted 90 employees, 36 trustees, and 72 shareholders from Uwezo, Daraja, and Remu microfinance banks. A sample size of 66 comprising 30 employees, 12 trustees, and 24 shareholders was selected through stratified and simple random sampling techniques. Questionnaires and interviews were used to collect data. Since the instruments yielded both qualitative and quantitative data, analysis was done quantitatively from structured questions and qualitatively from unstructured questions. Quantitative data was entered into a secure database for analysis by use of the Statistical Packages for the Social Sciences (SPSS) to yield descriptive information in form of percentages that were presented in tables. The qualitative data was analyzed thematically and presented in themes based on the objectives of the study. The findings revealed that reputation of microfinance institutions indicated through leadership, staff relationships and communication strategies had both negative and positive effects on performance and retention of employees, willingness to invest among shareholders and promotion of service delivery among trustees. The study recommends that communication strategies be redesigned for responsive exchange of information internally. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3816 Files in this item: 1
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Nyangara, Ivy June (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the impact of SMS slang on students’ written academic communication with a specific focus on Daystar University undergraduate students. The objectives of the study were to: establish the frequency of SMS slang use among undergraduate students, find out the SMS slang styles of communication among undergraduate students and evaluate the effect of SMS slang use on written academic communication among the undergraduate students. An explanatory sequential research design was used and both quantitative and qualitative data methods were used. Stratified random and purposive sampling techniques were used in selecting a sample size of 103 respondents. Data analysis was done using SPSS to obtain descriptive statistics such as frequency, means and percentages. Data was presented in form of tables and charts based on the research objectives. From the research findings, text messaging among the target population was the preferred mode of communication because they frequently engaged in texting which was a key element in their social lives. Findings further indicated that the undergraduate students frequently used truncation, initialization/abbreviation/acronyms, vowel deletion, non-conventional spelling, and code mixing as SMS slang styles. The study concluded that use of SMS texting had negative influence on the written language skills of Daystar University undergraduate students and the influence occurs in their spelling and punctuation. Further, use of SMS slangs contributed to poor academic performance in students’ written academic communication skills as it encourages abbreviations and non-conformity with English grammatical rules. The study recommends that students should adhere to the practice of using correct grammatical conventions when writing their instant messages to achieve competence in written academic communication. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3813 Files in this item: 1
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Mapesa, Nelson (December , 2021)[more][less]
Abstract: The study evaluated Publics adoption and use of social media tools put in place as part of corporate communication strategy at NETFUND.The objectives of the study were;examine public adoption of social media tools put in place as part of corporate communication strategy for Public relations at National Environment Trust Fund,find out why publics prefer particular social media sites put in place by NETFUND as corporate communications strategy for relations, examine how social media adoption and usage by the public affects NETFUND’s public relations, andto establish the challenges associated with NETFUND adoption of social media as part of the official corporate communications strategy used for Public relation. The study utilized Technology, Organization, and Environment (TOE) framework as the most appropriate theory. Mixed methods approach was used in the study;questionnaires were used to obtain quantitative data on the subject with the aim of having facts on the situation and interviews were used to collect data from key informants in the area of social media strategies, Public relations and corporate communications.The findings indicated that Facebook and twitter were the commonly used social media tools used by NETFUND publics. From the study, institutional pressure to stay ahead of competition in a highly competitive business environment was a key factor influencing social media adoption.From the research evaluation, it emerged that one of the biggest concerns and challenge regarding public adoption of social media as a corporate communications strategy was the ability to open up room for sabotage and misinformation.Organizations should be vibrant in implementing and adopting use of new technologies such as Social media as part of their public relations and service charter delivery.The researcher recommends that further studies should be done on the challenges of implementing social media tools as part of communication strategies. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3812 Files in this item: 1
Nelson Mapesa Final Thesis - 2020.docx (1.267Mb) -
Muchemi, Leah (Daystar University, School of Communication, April , 2010)[more][less]
Abstract: The realization by banks that they need to be socially responsible to secure their existence in society is driving them to spend lots of money in trying to reach out to the external publics while giving little consideration for internal publics. This makes the internal publics feel left out and are likely to form unfavourable attitudes and perceptions towards the practice of Corporate Social Responsibility (CSR). This study sought to find out the perceptions and attitudes held by internal publics towards CSR at National Bank of Kenya and to establish the factors that contribute to the attitudes and perceptions. The study utilized the survey method on a sample of 66 middle level employees drawn from six branches of NBK within Nairobi area. Convenience sampling method was used. Data were collected using a questionnaire and interviews. The study was informed by the functionalist theory of attitudes, the systems theory and the stakeholder theory since they were relevant in addressing attitudes and perceptions, internal publics and CSR. The findings revealed various CSR activities that NBK engages in as well as favourable and unfavourable attitudes that the internal publics hold towards CSR. Although most of the employees at NBK do not perceive CSR to be depriving them of possible salary increment, they do not willingly participate in CSR functions. This means that they do not genuinely support the organization in CSR and this is a potential threat to the success of CSR at NBK. The success of any CSR program depends on the cooperation and inclusion of all the concerned publics in order to create an interactive working relationship so as achieve the CSR goals. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3758 Files in this item: 1
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Magana, Catherine Wangui (Daystar University, School of Communication, June , 2016)[more][less]
Abstract: Corporate Social Responsibility is the continuing commitment by businesses to contribute to economic development while improving the quality of life of the workforce as well as the local community. The overall objective of the study was to examine if the project initiated by Safaricom Foundation at the YMCA centre in Shauri Moyo benefited the community. The specific objectives were to examine perceptions of people about corporate social responsibility at the Shauri Moyo YMCA centre. To assess the level of stakeholder involvement in development of the CSR programme at Shauri Moyo. To find out how the refurbishment of the recreational facility at Shauri Moyo has benefitted the local community. The study used descriptive research design; the sample size was 112 respondents who comprised of Safaricom Foundation staff and the project beneficiaries. The sampling technique adopted was purposive sampling for the target population. Questionnaires were used to collect data from the project beneficiaries while a semi- structured interview guide was used to collect data from the Safaricom Foundation staff. A focus guide was used to collect data from 2 discussion groups comprising of 9 respondents from the Shauri Moyo YMCA centre. The study revealed the community had benefitted immensely from the activities associated with the refurbishment of the recreational facility. Safaricom Foundation had policies on CSR, an indication that they were committed to CSR issues. However, greater stakeholder participation in development projects is critically important in order for communities to increase their participation to allay the fears that companies sometimes engage in CSR activities that are perceived as purely for PR gains. Future studies should test for correlations and causal relationships between variables drawn from specific CSR activities and benefits to specific stakeholder Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3703 Files in this item: 1
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Mwendwa, Janet M. (Daystar University, School of Communication, May , 2016)[more][less]
Abstract: This study sought to assess behaviour change interventions through use of peer edutainment on urban youth in schools. The objectives of the study were to find out the popularity of edutainment forms, reasons for the popularity and the health messages the audience could recall from the presentations. The edutainment forms assessed during this study included drama, music, debates and poetry. The study population was 3,000 high school students and data was collected from a sample size of 66 students from eight schools using focus group discussions. The researcher used manual analysis of the data through transcribing, reduction, coding, and interpretation and drawing of conclusions from the data. The findings of the research revealed that music was most favoured by participants in line with the components of social learning theory with 44.9% of the respondents agreeing that music was most effective in capturing attention, retaining messages and reproduction of modelled behaviour. The reasons for and against the popularity revolved around the entertainment, participatory and dialogic aspects of the peer edutainment forms which were depicted through lyrics, imagery and language. The findings further showed that 38.8% of the respondents posited that the high entertainment value in drama promoted retention of messages. The research also revealed that the respondents could easily recall messages delivered through music and poetry. The findings pointed out that 82% of the respondents had been positively influenced by HIV and AIDS BCC peer edutainment messages and 71.4% were willing to abstain from sex till marriage following their exposure to health messages delivered, which confirmed edutainment as a popular and a successful means of communicating health messages to the youth in urban schools. This may or may not be the case in rural setting and so a comparative study is recommended for youth in rural schools. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3700 Files in this item: 1
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Oyaro, John Obunga (Daystar University, School of Communication, 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. Data was collected using questionnaires. Pretesting of the questionnaire was done using three female and two male students from Kamagambo Adventist Secondary School. The data was analysed using SPSS and then presented using frequency tables. 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. Further the study revealed that mobile phone was the medium that met most the needs of the rural youth. The study recommended that the 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/123456789/3697 Files in this item: 1
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Mwaura, John Njoroge (Daystar University, School of Communication, June , 2017)[more][less]
Abstract: This descriptive, quantitative research study investigated deployment of online media for PR by the Ministry of Information, Communication and Technology (MICT) and its agencies in Nairobi. The objectives were to investigate whether MICT had deployed online media and to establish whether the online media was in use for PR. The target population was 30 PROs. A self-administered questionnaire was adopted as the data collection tool while the Statistical Package for Social Sciences (SPSS) was used for in-depth data analysis. The study showed that MICT and its agencies had embraced and were making use of online media for PR though they had not been undertaking research to measure information that employees communicated via online media; did not undertake communication audits to establish the communication tools in place and those that are actually required. They also lacked communication policies to guide both the employer and employees on the use of online media. The conclusion is that though MICT and its agencies had trained and experienced PR staff, there was need for constant research to measure what information employees communicated through online media; continuous communication audits to establish communication tools in place against the required ones while communication policies should be put in place to provide guidance on the use of online media tools at workplace. The recommendation is that MICT and its agencies should undertake comparative studies to establish how other sectors, both public and private, compare in the deployment and actual use of online media for PR. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3694 Files in this item: 1
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Barnabé, Bendela, Kazambua (Daystar University, School of Communication, September , 2016)[more][less]
Abstract: Communication Audit (CA) provides organizations with advanced information that may prevent major breakdowns. This study audited not only the communication channels and networks that CECA 20 uses to communicate with its internal publics, but also focused on whether the internal communication of CECA 20 Beni addresses the needs, concerns, and interests of the internal publics. Data was collected and analyzed quantitatively using descriptive statistics and presented in tables, pie charts, and figures, as well as in form of narratives derived from qualitative data. The data collection instruments were questionnaire and in-depth interview. Walk around observation was also used to determine some aspects of internal communication culture of CECA 20 Beni. The collected data was analyzed by use of Statistical package for Social Sciences (SPSS). The study found out that various channels are used for internal communication, amongst them: face to face, meetings, and telephones. Existing communication gaps such as non-existence of church website, lack of communication plans, unclear communication on responsibility, and lack of written down communication policy were noted. In order to improve internal communication at CECA 20, the study recommended that CECA 20 puts in place an organization’s communication strategy along with other measures. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3693 Files in this item: 1
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Otwabe, Felisters Bonareri (Daystar University, School of Communication, June , 2013)[more][less]
Abstract: The overall research problem addressed in this study was what the strategic role of PR constitutes at KTDA and NCC. The challenges on stakeholder relations among others outlined in KTDA and NCC necessitated this research to find out what PR is doing to solve the problems and why it has taken a long time to solve this issues yet there is a functional PR office in the two organizations and therefore this study evaluated the strategic role that PR practitioners play at Nairobi City County and Kenya Tea Development Agency. Also a review of literature revealed there was a scarcity of literature in Kenya on the strategic role of PR, hence the need to carry out the current study to bridge the gap in literature. The research design used in this study was descriptive design as there was need to describe the concept of role in the study. The sampling technique used was purposive sampling as such the selection of KTDA and NCC and PR departments. The data collection was done through self-administered questionnaires that were distributed to the respondents in the two organizations. Data was analysed using the Statistical Package for Social Sciences. Frequencies, correlations and descriptive statistics: means, modes, median of findings were obtained. In a nutshell, the research problem which was that organizations were still facing crises especially poor public image despite having functional PR departments has been found out that some areas in strategic management are being ignored and hence need to be addressed, through the findings of this study. NCC and KTDA in particular having been cited in the problem statement as having experienced problems related to crises communication can boast of PR departments understanding on what needs to be done to curb this. Description: Master of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3689 Files in this item: 1
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Nderitu, Mercy Mukami (Daystar University, School of Communication, December , 2017)[more][less]
Abstract: Health communication is the study and use of communication strategies to inform and influence choices people make about their health. Health communication helps acquire knowledge and exchange information among different publics. The study sought to evaluate the effectiveness of the communication strategies used in the im- plementation of the Machakos Healthcare project three years on. Its objectives were to find out the most preferred communication strategies in the County, the effective- ness of the strategies, the challenges encountered as they were implemented, and the influence they had on access to health. The study used exploratory research design and in sampling, purposive and convenience sampling techniques were used to select 167 respondents and 5 scheduled interviews. The study targeted 1900 patients attend- ing Machakos Level Five Hospital and Kinaine Health Center. Statistical Package for Social Sciences (SPSS) version 21 was used for data analysis. The findings of the re- search indicate that interpersonal communication through word of mouth was the most effective method of communication whereas social media came in at second and that participatory communication through interpersonal communication was highly effective in passing health information. Local barazas and one on one discussions with the healthcare providers also proved quite effective in passing health infor- mation. The study concluded that the various communication strategies used had a profound influence on the implementation of the healthcare projects as envisioned by the County government of Machakos County. It recommended that the Machakos County government should strengthen its participatory communication strategies in the county and explore ways they can be more interactive in their social media communication in order to attract more interest on their activities and initiatives. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3687 Files in this item: 1
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Nyaori, Elizabeth Achieng’ (Daystar University, School of Communication, 2015)[more][less]
Abstract: This study sought to assess perceptions of the effectiveness of risk communication in the wake of Ebola threat in Kenya with a study of selected publics. It mainly focused on Busia town in Nambale Constituency. The study was inspired by the unprecedented high death toll of over 8,000 people who died of Ebola in the West African countries of Guinea, Liberia and Sierra Leone in 2014. In the midst of all this worldwide panic, Kenya was declared an Ebola high risk zone by the World Health Organisation because of its position as the transport hub of Africa. This prompted the study to find out how effective the Ebola threat risk communication had been in Kenya. The study had a sample size of 384 respondents and used both quantitative and qualitative methods of data collection. It employed the instrument of questionnaires and two focus group discussion teams to gather data. The research findings indicated that the Ebola threat communication that was done was moderately effective with 93.6% of the respondents agreeing that more information about Ebola disease was still required. Another 93.9% agreed that more training on how to handle Ebola suspects was needed. The major perceived barrier was that 20% of the population, which constituted of people who were 35 years and above, held onto their cultural obligations and did not agree to implementing the suggested health behavior change. The findings also revealed that most people had a lot of fear of Ebola disease and considered it to be a mystery. These results also showed that the Ebola threat communication that had been done in the region did not fully achieve the risk communication goals of enhancing knowledge and creating understanding of the disease, influencing attitudes, decisions and behaviors towards a risk. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3675 Files in this item: 1
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Kiio, Tinnah Ndungwa (Daystar University, June , 2016)[more][less]
Abstract: Drug and substance abuse has been reported as one of the major problems affecting the Kenyan youth. The government and development agencies in Kenya have almost exclusively used anti-drug mass media campaigns for substance abuse prevention, which are not sufficiently effective, with little engagement of participatory communication approaches. Studies on the other hand have shown that the participatory education theatre is a more effective and interactive format for engaging young people in social change than any other format. The objectives of this research were to assess the attitude of the Kibera Hamlets youth participants towards the participatory education theatre, to establish their attitude towards drug and substance abuse and to assess the influence of the participatory education theatre on the attitude of the theatre participants towards drug and substance abuse. The study used the exploratory research design and the researcher triangulated data collection methods which included a survey, participant observation, in- depth interviews and a focus group discussion. The researcher purposively selected 82 youth participants as respondents for this study. According to the findings, the target participants were found to have a positive attitude towards the participatory education theatre, and having a negative attitude towards drugs and substance abuse. The research established that PET largely influences attitude against drug and substance abuse. The researcher recommends that the National Authority for the Campaign against Alcohol and Drug Abuse can take up participatory education theatre an as alternative communication tool for drug and substance abuse prevention, as well as sensitize other organizations to use it in fighting drug and substance abuse. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3512 Files in this item: 1
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Wendy, N. Gaitara (Daystar University, School of Communication, June , 2016)[more][less]
Abstract: Child abuse constitutes all forms of physical and emotional ill-treatment, sexual abuse, negligent treatment resulting in harm to the child’s health, survival, development or dignity (WOH, 2006). It is important for the community and society to have knowledge on issues pertaining child abuse. The media plays a significant role in most of the social, political and development sectors due to the power it has to influence attitudes and behaviours of the public. The role of the media in covering cases of child abuse is therefore very critical in promoting public awareness, demystifying, reducing secrecy when it comes to discussing or dealing with this issue and preventing it. It is on this premise that this study sought to examine coverage of child abuse issues in the Kenyan print media and its effect on public awareness in Nairobi’s central business district. The design which was adopted for the study was descriptive research design and the sampling technique was purposive sampling for the target population. Questionnaires were used to collect data from the sample size of 384 respondents. The researcher obtained quantitative and qualitative data which was analyzed through editing, coding, classification and data entry in IBM Statistical Package for Social Sciences (SPSS) version 20. The researcher was able to generate frequency tables and charts. This study established that the majority of the respondents had some knowledge on child abuse and Other media platforms and print media were the leading sources of information on child abuse. Recommendations were that media houses should increase the coverage of child abuse reporting and Journalists should be allocated more resources and platforms to highlight stories onill-treatment of children by the people and the print media should address the authorities as voiced by the people. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3492 Files in this item: 1