School of Communication: Recent submissions
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Nathan, Ontita Oirere (Daystar University, School of Communication, May , 2018)[more][less]
Abstract: This study was guided by the media approach that local population has specific needs that can be addressed at its local level. This study sought to investigate audience receptivity of the dwellers of Korogocho community who are the consumers of Koch 99.9 FM community radio. Specifically, its objectives were to identify the uses the target audience of Koch 99.9 FM made of its broadcasts, to establish the gratifications the target audience of Koch 99.9 FM derive from listening to its broadcasts, and to find out the target audience’s preferred programs. The study used a descriptive research design. Convenience sampling technique was applied to come up with a sample size of 64 respondents. The study collected primary data using the questionnaire, which was majorly quantitative and a focus group discussion. Statistical Package for Social Sciences (SPSS) Version 21 helped the researcher with data analysis. The study concluded that Koch 99.9 FM had programs that made its audience interact through discussions, greetings and call-ins which strengthened contact with family, friends and therefore fulfilled the social interactive needs. Findings indicated that the majority of the respondents listened to Koch FM because it made them feel part of the Korogocho community and they learned about things that affected their work. The findings also showed that Koch FM content was important in giving respondents knowledge on Korogocho, giving Korogocho a positive image and fostered a sense of social cohesion within the community. The programs that were aired in the morning and evening hours were found to be the most listened to. Therefore, Koch FM would need to invest in quality programs during these hours or improve the existing programs during these times for listeners to enjoy and benefit. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3488 Files in this item: 1
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Timothy, Muthee (Daystar University, School of Communication, April , 2016)[more][less]
Abstract: This study set out to identify whether the roles of public relations as performed in selected state corporations are the same as the original roles of public relations as specified in the practice of public relations; to establish in what ways the functions of public relations, as carried out in selected state corporations, are aligned to the original functions of public relations, and to find out whether these roles and functions as practised in state corporations align with the Systems Theory. A descriptive research design was used in this study to investigate the dynamics of public relations in the selected state corporations. The target population was 200 state corporations in Nairobi County. Purposive sampling method was used to select 26 state corporations that had incorporated public relations departments in their managements set up. A structured questionnaire was used to collect data from 26 selected state corporations. Data was analyzed using Statistical Package for the Social Sciences (SPSS). The study revealed that the roles and functions of public relations within the selected state corporations were the same as the original roles of public relations. For instance, the study revealed that the rolesof problem facilitator and communication facilitator were the dominant roles of public relations. It also emerged that the major functions of public relations in the selected state corporations were media relations, employee communication, and relationship building. The study further revealed that the roles and functions of public relations in the selected state corporations were aligned to the systems theory. This study recommends that the roles and functions of public relations in the selected state corporations should be elevated to the strategic role, in order to make public relations more effective in the selected state corporations. Description: Master of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3471 Files in this item: 1
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Pamela, Kaari Nyagah (Daystar University, School of Communication, November , 2018)[more][less]
Abstract: The purpose of this study was to assess the use of social media platforms by different internal and external stakeholders of Kenyan private universities and the extent to which the universities managed corporate reputation on the social media platforms. The objectives were, to examine the effectiveness of the mechanisms used in Social Media monitoring and their influence on corporate reputation in Kenyan universities, to establish the effect of the social media content placed in the social media platforms on the corporate reputation in Kenyan Universities, and to examine the policies in place for social media usage in the Kenyan universities that are meant to ensure that positive impression of the universities are received by the publics. The target population for this study was 77 respondents from 22 private Universities in Nairobi. This study was anchored on the framing theory and the impression management theory. Both theories addressed the study adequately as the framing theory informed how the information conveyed through social media was utilised by different personnel thus creating corporate reputation, whereas the impression management theory informed how such information conveyed was managed to portray a good impression to the public. The study concludes that the use of social media by universities in Kenya does not seem to enhance their management of corporate reputation and corporate image due to lack of policy to guide social media use. The study recommends a more strategic approach focusing on using social media as a platform to disseminate information to the different stakeholders, but also incorporate a social media monitoring mechanism and a social media corporate reputation management that would see the universities use social media as a tool to manage their corporate reputation. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3469 Files in this item: 1
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Iradukunda, Yves (Daystar University, School of Communication, Languages and Performing Arts, March , 2016)[more][less]
Abstract: Communication campaigns can initiate, accelerate or sustain family planning behavior change in a country such as Burundi which is the second most densely populated country in Africa. The rate of women resorting to modern contraceptive methods in Burundi to control births or limit unwanted pregnancies stood at only 34% in 2014. This study sought to examine the factors influencing the uptake of the National Programme for Reproductive Health (PNSR) campaign in Nyanza Lac District population. More specifically, the study sought to achieve the following specific objectives: establish the understanding of the PNSR messages among the community; find out the reasons influencing the uptake of the campaign in the Nyanza Lac District; and determine if communication on free motherhood health care, free under-five health care and the free primary school education contradicted the family planning messages. The study was done in Nyanza Lac District, in Makamba Province, Southern Burundi. The target population for the study was 200,754 out of which a sample of 204 respondents was selected. In this study, data were collected using a questionnaire. The questionnaire used both structured and unstructured questions. Structured questions are reliable and easy to tabulate and interpret. Unstructured questions on the other hand do not provide response alternatives for the respondent to choose from but instead, they provide the respondents with an opportunity to express their opinions, ideas and thoughts freely. Convenience sampling technique was used in this study. The research results showed that free maternal and under-five children healthcare, free primary school education and myths on contraceptives are some of the factors working against the uptake of the campaign in Nyanza Lac District. There is therefore need to sensitize people so that they can move from awareness to uptake of the campaign. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3464 Files in this item: 1
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Amukuzi, Marion (Daystar University, School of Communication, March , 2018)[more][less]
Abstract: A number of researches have indicated that training institutions have failed to impart skills and knowledge to students that would be transferred to the industry upon graduation and employment, as a result, the quality of journalists graduating is wanting. The main purpose of this study was to investigate the influence of media training on the competence of journalists in Kenya through the perceptions of the Standard Media Group Limited managers and senior journalists. Curricula of selected universities were also investigated. The study adopted a case study approach. Non-probability sampling procedure that involved purposive and snow-ball sampling was used to select the 9 participants in one media organization. Data was analysed thematically and presented in a narrative form in accordance with the themes. According to the SG media managers and senior journalists, journalists trained in Kenya were not competent. They lacked the practical skills that were supposed to enable them perform their tasks once employed. Due to this reason, media houses were recruiting graduates in other areas such as English, Medicine, and Law. However, some media houses resorted to re-train the new recruits. The major contribution of this study was that it responded to the public outcry of ‘half-baked’ Kenyan journalists by fulfilling the need for empirical data on competence of journalists from the perspective of media managers and senior journalists. The study also highlighted the challenges faced by media employers who were forced to re-train the journalists. The study recommends that training institutions, the media, regulators and key stakeholders should rethink about media training so as to empower students who eventually would competently practice journalism. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3446 Files in this item: 1
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Kimeto, Lilian Jerotich (Daystar University, School of Communication & Languages, February , 2016)[more][less]
Abstract: This study sought to audit the Kenya Slum Upgrading Program (KENSUP) communication strategy. The study was guided by four objectives: to find out how the principles of participatory communication were applied in implementing slum upgrading in Kibera, find out if the communication channels preferred by the residents of Kibera were used to communicate with them, to examine the role played by the Settlement Executive Committee in the design and implementation of the KENSUP communication strategy, and to investigate the challenges faced in integrating participatory communication methods into slum upgrading. The research adopted a descriptive research design which used both quantitative and qualitative methods to collect and analyse data. The data collection instruments were questionnaires (Quantitative), a focus group discussion and interviewing key informants (Qualitative). The key findings were that 68 % of the respondents felt their voice is not heard during decision making about the program, and this means empowerment participation has not been attained going by the typology of Tufte and Mefalopulos (2009). They add that to be genuinely participatory and truly effective, communication should occur among all parties affected, ensuring all have similar opportunities to influence the outcome of the initiative. Optimally, participatory communication would be part of the whole project process, from beginning to end (p.17). Another finding is that the government mostly used letters (77%) and posters 53%, which are monologic, vertical and top-down to communicate with the community. Although 82% of respondents indicated they had been to seminars, the qualitative data obtained from the FGD indicated that the seminars were not dialogic. When asked how they prefer communicate to them about KENSUP , 90% of respondents preferred that the government use face to face (interpersonal) methods and 68% of respondents preferred the use of the social groups and networks (group communication) that exist within the community. Another finding was that 68% of the respondents felt the SEC was no longer effective in carrying out the participatory communication role it was supposed to strengthen as per the communication strategy designed in 2005. The inference of that finding is a possibly dysfunctional SEC yet it was supposed to be the focal point of participatory communication within the program and that this is the point where the ineffectiveness of participatory communication principles as intended in the communication strategy was. Lastly, 34 % of the respondents faulted the government for failing to integrate participatory communication into the program with 22 % of the respondents blaming the community and 19% blaming both government and community for failure to integrate participatory communication into the slum upgrading program. In conclusion, the ineffectiveness of the communication strategy occurred both at the design and implementation stages of the communication strategy. Findings revealed that at the design stage of the communication strategy, the KRS community was consulted (96 %). However, 80 % of the respondents pointed out that when the document came out, their views had not been incorporated. This study inferred that the government consulted the community for the sake of it and then went ahead to produce its version of the document which the community disowned. At the implementation stage, during relocation (implementation stage) findings revealed that the community felt engaged (91%). However, as at the time of the study, only 26% of the respondents said they were still engaged in participatory communication activities being carried out by KENSUP. During the Literature review, this study looked at various models applied in the design and implementation communications and concluded that the KENSUP communication strategy did not adhere to any of those models which have been tested scientifically. Particularly at the design stage, the government had not done a communications needs assessment. Even when it called the community into a consultative meeting, it ignored some of the views from the slum residents that would have defined the communication objectives, and informed the constructing and dissemination of messages about slum upgrading as an innovation. The study concluded that the KENSUP communication strategy had not achieved its objectives, and neither had it effectively applied participatory communication to facilitate the realization of the KENSUP programmatic outcomes. The study recommended another study on the use of informal participatory communication channels (social groups) in Kibera to facilitate participation in the slum upgrading program. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3442 Files in this item: 1
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Situma, Alice Anindo (Daystar University, School of Communication, Language and Performing Arts, June , 2012)[more][less]
Abstract: Corporate social responsibility (CSR) through discretionary business practices and contributions of corporate resources is an asset that companies leverage to improve relationships with stakeholders such as customers and employees. This study was conducted to establish the internal publics’ participation in CSR activities. The main study objectives were: to establish the internal publics’ awareness levels of CSR in the selected banks, to find out the level of internal publics’ participation in CSR, to investigate the various roles internal publics play in CSR activities and, to determine internal publics’ perceptions towards their participation in CSR activities. The study used descriptive survey design to collect data. The population of the study was the employees who worked in the five selected banks’ headquarters. They included; Diamond Trust Bank, Equity Bank, Kenya Commercial Bank, Co-operative Bank of Kenya and Barclays Bank of Kenya. The sample size of the study was 152 and the corporate affairs managers of the five selected banks. Data was analyzed through statistical packaging for social sciences (SPSS). The findings of the study showed that 85.8% of respondents were aware of CSR activities and that it is the Human Resources Department (HR) which plays a bigger role in overseeing CSR activities in majority of the banks as opposed to Corporate Affairs Departments. It was also found out that majority of the banks focused on the area of education (83.6%) and economics (82.8%) for their CSR initiatives. The study concludes that the level of participation in CSR activities by the internal public was good and every employee had a role to play. The internal publics’ perception towards CSR activities in the banks was good and that they were highly motivated by the promotional materials given, allowances they got and the fun associated with participation in the CSR activities. The percentage (87%) of awareness level was also found to be high. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3441 Files in this item: 1
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Njoroge, Caroline (Daystar University, School of Communication and Language, June , 2012)[more][less]
Abstract: The purpose of this study was to investigate PR strategies used by Kenyan organizations in building the image of their CEO. The aim was to make relevant recommendations that can enhance the role played by Public Relations practitioners in ensuring that their CEOs have a positive corporate image. The research evaluated both the top and the bottom ranking organizations from the last five years as established by the awarding body COYA. In addition, a few selected CEOs and Public Image consultants were interviewed on the role PR strategies plays in shaping the image of the CEO in their organizations. This research adopted both quantitative and qualitative approach using descriptive research design. In addition, the study employed two methods of data collection that is interviews and questionnaires. The key findings from this study revealed that the PR departments in corporate organizations use both internal and external PR strategies to build the image of the CEO. Secondly, the results from this study further affirmed that PR strategies differ between successful and unsuccessful CEOs as ranked by COYA. From the results of the study, all the p values were lower than the p value of 0.05, which shows that there exists a significant difference in mean responses between the two groups. Thirdly, the results also indicated that the CEOs image after the awards impacts on the financial success of the organization as well as helping the organization to gain competitive advantage. Moreover, the findings also imply that CEOs nomination and positive image positively contributes to the performance of an organization. Lastly, the study recommended the use of corporate image of the CEO in building brand loyalty amongst its stakeholders, since this contributes a lot to how a leader is perceived by both the internal and external publics. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3434 Files in this item: 1
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Wilson, Johnson Wachira (Daystar University, School of Communication Languages and Performing Arts, June , 2015)[more][less]
Abstract: The advancement of technology has been considered to affect all spheres of life, including, to a significant extent, the journalism practice. In Kenya, news consumers are increasingly active online through social media as journalists seek to leverage on social media phenomenon in an effort to remain relevant. The free-for-all nature of reporting news through social media and proliferation of alternative and cheap sources of information has sparked debate about the future of professional journalism. The extent to which this is significant in the experience of Kenyan journalism was what preoccupied this research. This study sought to investigate influence of social media on journalism in four areas: professional and ethical journalism, participation of audiences in news production, the influence of social media on journalism as a process of domestication and a force of change driven by the technological advancement and the influence of news editorial policies. The study employed a descriptive research survey design and a calculated sample size of 291 respondents was used. The sample was randomly selected from the accredited journalists based in Nairobi. The survey findings showed a strong indication that social media has influenced the practice of journalism in Kenya. The study further elucidated that the extent of influence of social media on journalism varied depending on the theme being investigated. In this respect, behavioral-related research was recommended as a future undertaking to establish the effects of varying behavior of news consumers as far as the influence of social media on journalism is concerned. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3424 Files in this item: 1
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Godwin, Gibson (Daystar University, Faculty of Postgraduate Studies, 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/123456789/3423 Files in this item: 1
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Mwangome, Emmaculate Mwikali (Daystar University, 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/123456789/3422 Files in this item: 1
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Jebor, Dorothy Kandie (Daystar University, 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/123456789/3421 Files in this item: 1
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Mbugua, Beth M.G. (Daystar University, Faculty of Postgraduate Studies, 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/123456789/3419 Files in this item: 1
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Mumba, Jeniffer Noni (Daystar University, School of Communication, March , 2018)[more][less]
Abstract: Health communication has been used globally, for many decades, as a means of responding to health epidemics. Some health programs have failed to achieve their set objectives due to many reasons, one of these being poor choice of communication channels. New information about preferred communication channels for audiences is therefore useful in helping organizations strategize better and convey their messages well. This study was assessing the channels used in the communication of reproductive health messages to adolescent girls in Kilifi, using Moving the Goal Posts Kilifi (MTGK), a girls’ football and empowerment organization, as a case study. The objectives of the study were to document types of communication channels used by MTGK to disseminate reproductive health messages to girls in Kilifi, and changes over time in those channels; to assess MTGK girls’ recollection of reproductive health messages and the channels that were used to communicate those recalled messages; and to identify other channels of communication that are preferred by adolescent girls for the dissemination of reproductive health messages. Purposive sampling was used to identify research participants. The researcher used focus group discussions with the girls, setting them in groups of 10; while in-depth interviews were used to collect data from MTGK staff and teachers. A key finding of this study was that interpersonal communication channels, specifically peer educators (also identified as innovators) is the most used channel of communication. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3416 Files in this item: 1
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Mwangi, Esther Njeri (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: This study sought to examine the role of participatory communication in development projects’ outcomes with a focus on Napuu Drip Irrigation Scheme (NDIS). The objectives of the study were to determine the extent to which participatory communication may have been used in the implementation of the NDIS, establish the benefits of participatory monitoring and evaluation (M&E) as a tool for improving the socioeconomic status of the Napuu community, and establish the perceptions of the locals on how the NDIS project was carried out. The study used in-depth interviews and Focus Group Discussions (FGDs) to collect data. This study used 22 respondents for the FGDs and 3 respondents for the in-depth interviews. Homogeneous sampling was used to purposively select the 25 respondents. Data analysis was done by generating themes and categories manually. Under each objective, the researcher created tables with repeated responses that generated common themes. The study findings showed that participatory communication is a key factor in implementing development projects, but it was not enough to sustain or bring out the best outcomes in the NDIS project. The study also showed that M&E is a key stage in development projects, as it provides an opportunity to evaluate the project and identify gaps for improvement. The study also revealed that despite the challenges, the perception of the Napuu community was that quality of life had improved because of the NDIS project. This study concluded that participatory communication is a key ingredient in the implementation of development projects, especially when all the aspects of the project cycle must be observed and followed. The study recommends the need for integration of participatory communication into every aspect of Turkana County’s project implementation processes and for further research on the role of participatory communication in development. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3394 Files in this item: 1
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Nyagwoka, Mike M. (Daystar University, School of Communication, August , 2020)
[more][less]Abstract: The purpose of this study was to find out the factors that affected the communication and adoption of family methods in Miruka, Nyamira County. Its objectives were to determine the myths and misconceptions that existed in Miruka in Nyamira County about family planning, establish existing challenges in communication and adoption of family planning methods and find out the channels of communication preferred by Miruka residents about family planning methods. The study used qualitative research while purposive sampling technique was used to select study respondents. Interview schedules and focus group guides were used in data collection and the collected data was thematically analyzed. It was established that the participants mainly got family planning messages through radio, television and Facebook but preferred radio. The myths and misconceptions expressed by participants in regard to adoption of family planning include associating the methods with some ailments such as respiratory infections, failure of some of them to work as expected failure to conceive for quite long after stopping family planning and the side effects of the methods. The study concluded that adoption and use of family planning was limited by the myths, misconceptions and real body reactions that were associated with the family planning methods. Key findings included the fact that spousal input, social networks and hearsay are key in the adoption/non-adoption of family planning. The participants also had preferred channels with radio leading among them The study recommends that strategies to increase awareness of various family planning methods at the community level need to be initiated to promote informed uptake and dispel associated myths and misconceptions impeding their adoption. Furthermore, there is need to design messages that have both partners in mind Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3393 Files in this item: 1
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Mukoro, Edna Nafula (Daystar University, School of Communication, July , 2020)
[more][less]Abstract: This study aimed to establish the factors causing breakdown of communication during the loan application process, thus inhibiting access to higher education. The study applied a descriptive study design, and the population comprised employees of Higher Education loans Board (HELB) and students seeking services from HELB. Ninety-two employees and 300 students participated in the study. The study utilized questionnaires to collect quantitative data, which was analysed was through descriptive statistics for quantitative data and thematic summary analysis for qualitative data. The study established that internal factors that cause communication breakdown between the different departments at HELB include the organization's structure (48%) and many hierarchies in the organization that slow communication from top to bottom and from bottom to top (54%). Besides, the results showed that the channels through which higher education loan applicants access information from HELB were personal visits to HELB offices (50%), e-mail (44%), HELB website (42%), and social media (40%). The study established that HELB applied some participatory communication strategies using communication media techniques and processes to engage loan applicants, freely sharing information with loan applicants regarding the loan application process, and essentially engaging the loan applicants to make them understand the best channels for reaching every demographic. The study recommends the need for HELB to streamline its structures and communication hierarchy to smoothen communication between the different departments and employee levels. Besides, HELB can engage loan applicants more and apply new media (such as social media) to a greater extent than the current scenario. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3392 Files in this item: 1
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Onyino, Ruth Brenda (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: The Constituency Development Fund (CDF) law was enacted in 2003 and it had the overwhelming support of Members of Parliament (MPs) who were eager to implement it. This legislative framework however changed bringing forth the National Government Constituencies Development Fund (NG-CDF 2015) Act. The objective of this new law was to align the operations of the Fund to the new devolved structure. With the 290 constituent offices, headed by elected political leaders, the one corporate voice strategy suggested by scholars (Cornelissen 2008; Argenti & Forman 2002; Fombrun & van Riel 2007) seemed problematic to NG-CDF. The purpose of this study therefore is to establish the perception of NG-CDF as a corporate organization and examine the corporate communication factors that have contributed to its corporate image and brand reputation. The study adopted a descriptive research design which Chandran (2004) described as the design best suited for answering questions of who, what, when, where, and how of a given topic. Five Focus Group Discussions (FGDs) and three in-depth interviews were done. The study established that in, Kibra Constituency, NG-CDF and its projects are perceived as pathways to education to the highest level beyond which most constituents initially thought was impossible. However, the problems of NG-CDF being associated with MPs benevolence and the attendant negative effect this has on the corporate image of a fund meant to address economic inequalities will persist because of the clout and influence the MP has in the management of the Fund. To avert this, the NG-CDF national board needs to roll out corporate communication efforts consistent in all the 290 constituencies to help the public perceive NG-CDF as a public initiative that uses tax payers' money to address inequalities. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3390 Files in this item: 1
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Mumo, Claudia Wayua (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: Branding is a key element for any politician who wants to excel in their quest to win an election because voters tend to identify with a political brand that favours them. Raila Odinga is a brand with a huge political following and over the years he has been a key contestant in general elections even though he has not succeeded to rise to presidency. This paper sought to analyze his brand image, the rivals branding of his candidature in both the social and legacy media; and the effect all these had on voting behavior during elections. The study was anchored on two theories: the framing theory and the theory of reasoned action. Based on framing theory, this study assumed that there were pre-existing frames that were inherent in the brand ‘Raila Odinga’, which were shaped by both the media and his campaign team. To this end, these frames were key in determining the voters reasoned actions during presidential elections. The study was limited to Murang’a and Homa-Bay counties and it adopted a descriptive design. Questionnaire and key informant interview guide were used to collect data. The study sampled 384 respondents in each of the two counties;oma Bay County had a response rate of 315 (82%) while Muranga County had 357 (93%). The findings indicated that Raila Odinga was easily recognised across the country and that his rivals used his easily recognisable brand to frame negative messages during the run-up to the 2017 presidential elections. Region and politics of belonging played a role in the framing of Raila Odinga’s brand image. Central Kenya residents were more likely to believe the messages spread by Raila Odinga’s competitors compared to the Western Kenya. The study also established that whereas voters in Homa-Bay did not take keen interest in Raila Odinga’s coverage in the media; a fairly significant percentage of Muranga voters were keen on the same with only 50.10% stating that his coverage was unimportant to them compared to 75.90 percent in Homa Bay. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3388 Files in this item: 1
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Kinuthia, Cyndi Wanjiku (Daystar University, School of Communication, August , 2020)
[more][less]Abstract: Kenya is one of the countries in Sub-Saharan Africa that has child trafficking as one of the leading crimes. The purpose of this study was to assess the role of advocacy communication adopted by Civil Society Organizations (CSOs) who work towards countering child trafficking in Mathare Constituency. The objectives of the study were: to identify the forms of advocacy communication methods used, to establish the efficacy of the various advocacy communication methods used and to explain the communication challenges faced by facilitators in the process of advocating against child trafficking among the children in primary schools in Mathare constituency. A purposive sample of 240 teacher respondents and 16 facilitators was selected as per Yamane’s formula. Convergent parallel mixed methods design was used for data analysis. The study established that videos and pictorials were the most popular advocacy methods used, with 100 % respondent rate while 98 % observed that through advocacy, humanitarian organizations were making a difference in countering child trafficking. The study also established that all (100%) of the facilitators agreed that the stakeholders directly involved with children did contribute to the fight against child trafficking. Another finding is that 75% of respondents identified time constraint as a major challenge for facilitators. The study concluded that integrated communication was adopted by facilitators and that the advocacy communication methods used were effective. The study recommends involvement of key stakeholders right from the planning stage to completion for effectiveness. Further study be done to find out the viewpoints of the children, parents and the local administration on effectiveness of integrated advocacy communication. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3387 Files in this item: 1