Browsing School of Communication by Title
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Wahome, Caroline (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: This study analysed the representation of children's issues in Kenya’s print media, focusing on Nation Newspaper for the year 2016. The objectives of the study were to evaluate the frequency given to children’s issues reporting, assess children’s stories that received more coverage over others in the Nation Newspaper, and evaluate how frequent children were quoted in stories that were about them in the Nation Newspaper in 2016. The research used agenda setting and framing theory. The study used content analysis to collect data which enabled a direct look at key issues relating to how the issues of children were represented in news via print media. The research findings revealed that children issues were given more prominence and frequent in the months when the schools were in session, that is, January to March, May to July and September to November. From the findings, education issues received the most coverage of all the newspaper articles that were analysed at 40.4%. The study revealed low frequency of children as source of information since only 11.5% of all the stories analysed had quotes from children. The study concluded that the frequency given to children issues reporting was periodical-high when the schools were in session compared to when the children were on school holiday. The study recommends journalists to undertake a personal responsibility of regularly doing well researched feature stories focusing on children. Further comparative study could be done to establish differences in the coverage patterns of children stories in other newspapers in Kenya. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3346 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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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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Otieno, Oyuga Isaac (Daystar University, June , 2018)
[more][less]Abstract: This study investigated the influence of prank shows on urban youth’s compassionate nature towards strangers in public places, with a special focus on students of Riara University. The study endeavored to explore the ways through which urban youth access and watch prank shows in Nairobi County; examine the relationship between the frequency of watching prank shows and the willingness to help needy strangers in public places; understand the perceptions of light, medium, and heavy urban youth viewers on why Naswa and Kaa Rada prank shows might or might not have the capacity to influence viewers’ compassionate behaviour towards strangers; and explore the perspective of a local prank show producer about prank shows’ cultivation potential with regard to the Good Samaritanism behaviour of urban youth. Questionnaire, focus group, and interview were the data collection instruments in this study. Multistage sampling was used to select 162 students from different schools of Riara University who filled the self-administered questionnaire. The data collected through the questionnaire was analyzed using Statistical Package for the Social Sciences (SPSS). For the focus discussion, 12 respondents were randomly selected based on viewership and they were identified from light, medium, and heavy viewership categories. From each of these categories, two males and two females were selected. One prank show producer was interviewed to give a practitioner’s perspective to the findings. Research findings indicated that female respondents were less compassionate to strangers compared to their male respondents, respondents generally did not identify anti-compassionate acts in prank shows, and that prank shows had the capacity to both promote as well as discourage compassion towards strangers. The study therefore recommended that a deliberate message to the audience be included in every prank show to ease negative effects likely to arise out of watching the pranks. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3176 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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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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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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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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Isigi, Everlyne (Daystar University School of Communication, October 18, 2022)[more][less]
Abstract: The purpose of the study was to assess the public relations (PR) strategies used by liberty life Kenya (LLK) to improve public perception on life insurance in Kenya. The specific objectives of the study sought to examine the public relations strategies used by LLK employees, find out the role of public perception towards the public relations strategies used by LLK, and to evaluate the influence of PR strategies on the decision to buy life insurance by LLK customers. The study adopted a descriptive survey technique where 92 PR and communications employees and 175 customers of LLK were the study population. Data was collected by use of questionnaires and interviews. The data from the questionnaires was analyzed using descriptive statistics such as percentages, frequencies, means and chi-square statistics, while qualitative data from the interviews was analyzed using thematic summary analysis technique. The study findings determined that to a great extent, LLK applies various PR strategies which include consideration of PR ethics, ensuring accuracy and developing engaging messages for its target customer groups. Besides, the study determined that PR strategies used by LLK were perceived positively by their customers. Further, study findings showed that the PR strategies applied by LLK were instrumental in influencing customers to buy life insurance. The study recommends to LLK to tailor their PR messages to fit the needs of the various heterogeneous publics and customers. Moreover, LLK should increase its digital presence where it can relate and interact with various publics. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4037 Files in this item: 1
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Manyasa, Mavis Eleanor (Daystar University, School of Communication, July , 2020)
[more][less]Abstract: This study purposed to assess social media usage by the Daystar University and students during the 2017/2018 crisis at the University, and whether the usage influenced the corporate reputation of the University. The research objectives were to determine how social media was used, examine crisis communication management during the crisis, and assess the effects of social media usage. Using Coombs situational crisis communication theory (SCCT) and the social mediated crisis model (SMCM), the researcher sought to establish the crisis response strategies adopted during the crisis. The study employed a descriptive research design. Stratified random sampling was utilized to sample 120 respondents for the questionnaires, while purposive sampling was used to select 4 respondents for the interviews. Findings indicated that 51.7% of the students used social media to get information on the crisis and 61.8% of the respondents cited that the university did not effectively use SM during student’s unrest. Interview findings indicated that social media usage by the students affected the institution’s reputation. The study recommends that the university develops a social media strategy for future use in case of a crisis. Such a strategy would ensure that the organization utilizes the platforms appropriately and adequately to minimize the adverse effects of a crisis. The SCCT crisis response strategy can be adopted and tweaked to meet an organization needs when managing crisis communication on social media. Social media platforms can be utilized to monitor for potential threats and conflicts, to avoid such crisis from pro-longing or before conflicts morphs into a full-blown crisis which can eventually damage institutions reputation Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3361 Files in this item: 1
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Wachira, Ann Njogu (Mount Kenya University, 2015)[more][less]
Abstract: This study sought to assess student leaders’ involvement in decision-making in public secondary schools in Kilifi County, and how leadership practices, or student behaviour influenced their involvement. The Ministry of Education had directed that all secondary schoolsform and facilitate student councils. Literature indicates that in spite of student councils being formed with the goal of participating in decision-making, most of the time their decisions were not taken into consideration, or they were not involved in key decisions. The research was conducted in public secondary schools in Kilifi County. A mixed methods approach was used. Survey design was used as well as phenomenological design. The sample size was selected from a target population of 118 public secondary schools from Kilifi County using cluster sampling. Piloting of the instrument was done in two public secondary schools in Kilifi County. First, the schools were clustered into sub-counties then random sampling was used to identify 30% of the schools to be included in the study. Ten student leaders and the principals of the selected schools responded to a questionnaire with open and closed ended questions. Further, Focus group discussions were held in one school in five sub-counties with a group of form three students. Descriptive statistics were used to analyse the findings as well as inferential statistics. The reliability coefficient was calculated using Cronbach coefficient alpha and a reliability coefficient of 0.6 was obtained. To ensure content validity and reliability of the research instruments the items were reviewed by the supervisors. The focus group interview data was coded into four major themes: the type of decisions the student council made, leadership practices and student behaviour that influenced the participation of student leaders in decision making, and the achievements that have been realized. The answered questionnaires were analysed using descriptive and inferential statistics such as percentages, frequencies, mean and Chi-square test. Different forms of data representation techniques such as tables, charts, and graphs were employed. The study found out that 61% of student leaders made decisions on their own though the teachers joined them occasionally. 36% were consulted when the schools needed to change policy and 63% said that their views were taken seriously by school management. They had also achieved improvement on student behaviour and better performance. However, it was noted that lack of interest in student council activities influenced the leaders in the decision-making and schools had no budget to fund the student council activities. The study recommended that the ministry of education should set modalities to ensure the activities of the student council including but not limited to training are funded and student councils are represented in all decision-making forums in the school. Further research should be done to find out the perceptions of other students on the involvement of SCMs in implementation of school rules and to assess the effects of student leaders’ involvement in decision-making on academic performance. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3915 Files in this item: 1
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Mboo, Loise (Daystar University, School of Communication, June , 2016)
[more][less]Abstract: This study set out to assess the communication strategy used by the Kenya Basketball Federation (KBF) in the premier league. The objectives of the study were to find out KBF’s communication objectives and key messages, the communication needs of KBF’s publics as well as the relevance of the communication channels used by KBF. The systems theory was used as the theoretical framework for this thesis as it highlights the essence of “togetherness: indicating that every component of communication must feed into each other. Descriptive survey design was used whereby a sample size of 91 respondents was selected. Qualitative and quantitative data was collected using questionnaires distributed to KBF officials and their publics (players and team managers). Interviews were also conducted amongst KBF officials. The study found out that whilst KBF was clear on their communication objectives, there still exist a gap between the messages they send to their publics and the information needs of their publics. The majority of the respondents (87%- TMs and players) felt that KBF was not effective in their communication and needed to improve, citing lack of communication and delayed communication as the major reasons. Similarly, 53% of the respondents cited social media as their preferred channel in comparison to email which was mostly used by KBF, calling on KBF to expand their communication channels. A new approach should therefore be explored to enable KBF deliver on their communication objectives, whilst meeting the needs of their publics. The study therefore recommends that KBF recruits a public relations officer to not only help review their communication strategy but also ensure effective implementation. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3312 Files in this item: 1
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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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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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Kimani, Anne Wageni (School of Communication, Daystar University, June , 2012)
[more][less]Abstract: This research study sought to look into the internal communication process at Christ is the Answer Ministries (CITAM). CITAM is a church with assemblies; business units which include three schools (nursery, primary and secondary); a children’s centre and a radio station. The process of internal communication in CITAM was the focus of this study inspired by two case scenarios where communication took place in the organization but yielded negative results. The research employed the descriptive research design taking CITAM as a case study. CITAM staff formed the respondents for this study. Questionnaires were distributed to the sample and interviews carried out. The research study findings show that 69.1% of the respondents reported that they very often receive communication from their supervisors whilst 79.4% of the respondents communicate with their supervisors on a daily basis. These findings suggest frequent communication within CITAM. With these findings, recommendations have been presented such as the need to strengthen communication from supervisor to staff and communication from staff to supervisor which will in turn strengthen other communication components such as feedback. Additionally, recommendations for further study have been presented such as carrying out a research on the internal communication process of either CITAM Church assemblies alone or CITAM business units. The main reason for this recommendation is the operations of the assemblies are different from those of the business units and the internal communication process may therefore be different. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3243 Files in this item: 1
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Wairimu, P. Kiwanuka (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: They concept of Burnout Syndrome has been discussed since the 1970s with its symptomology, at the time, identified as emotional exhaustion and cynicism among individuals who offer services. Burnout Syndrome is a concern worldwide and is prevalent among professionals having intense interactions and constant demands at work. The university non-academic staff are among employees affected by Burnout Syndrome because they provide helping services to university fraternity. On this basis, the purpose of this study to establish the prevalence of Burnout Syndrome and how Burnout Syndrome is disaggregated across the social demographic factors among non-academic staff at the university. The study seeks to determine the relationship between Burnout Syndrome and general health amongst the non-academic staff at the University. The study was guided by The Maslach Burnout Theory and Conservation of Resource theory. A descriptive, correlational study research design was employed to guide the study. The target population of the study was 140 non-academic staff of Daystar University, at both the Athi River and Nairobi campuses. Quantitative data was collected using Maslach Burnout Inventory (MBI) and General Health Questionnaire (GHQ). Quantitative data was analyzed using descriptive and inferential statistics and presented in tables and charts. The findings show that the non-academic employees at Daystar University experience low prevalence of Burnout Syndrome (44.21+19.237, p=.0000) and the SDC characteristics found with statistically significant difference included age, educational level, work experience, and marital status (p<.0.05). Lastly, the researcher concludes that while there is low prevalence of psychological distress there is a statistically significant relationship between Burnout Syndrome and General Health among non-academic workers at Daystar University, Nairobi Kenya. It is hoped that the study may be significant to the non-academic staff at the university, in managing their work stressors and health. Policymakers including and not limited to the CUE, Ministry of Education, and the Ministry of Labour and Social Protection will find value in considering the results of this study as they review policies to support a work-life balance, the impact of non-traditional working hours, and other changes in the university landscape. Description: MASTER OF ARTS In Counselling Psychology URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4039 Files in this item: 1
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Kathambi, Valentine Muriungi (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: The study assessed the relationship between parenting styles and attachment styles among children in late childhood, focusing on Consolata Primary School, Nairobi County, Kenya. It sought to determine the attachment styles acquired by children in late childhood, examine the parenting styles adopted by parents of children in late childhood, investigate the relationship between social demographic characteristics and parenting styles among parents of children in late childhood, and ascertain the relationship between parenting styles and attachment styles among children in late childhood. The study adopted a descriptive cross-sectional design. The target population was children in their late childhood - aged between 9 years and 12 years and in grade 4 to class 7, at Consolata Primary School. Data was collected using a self-administered questionnaire and analyzed using the Statistical Package for the Social Sciences (SPSS), version 27.0. Some of the findings were as follows: many (87.6%) of the respondents had acquired a secure attachment with their parents, 11.8% had anxious attachment, and 11.0% had avoidant attachment; and the authoritative parenting style was used by 23.2% of the parents, the permissive style by 2.7%, the authoritarian style by 73.9%, and the dismissive style by 0.6%; For the authoritative parenting style, the predictors were the age of the respondents (p=0.013) and the grade of the student (p=0.003), while for the authoritarian parenting style, the predictors were the age of the parents (p=0.002) and the grade of the student (p=0.000). Moreover, the authoritative parenting style had a strong correlation (r=0.320) with secure attachment, while the dismissive style had the strongest correlation (r=0.131) with anxious attachment, followed by the authoritarian (r=0.069) parenting style. The study recommends that the findings be communicated to parents and policymakers to make them aware of parenting styles' impact on children. Description: MASTER OF ARTS in Clinical Psychology URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4041 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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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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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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