|
Abstract:
|
The main objective of the study was to investigate broadcast media stories by Standard Group Public Limited
Company (PLC) that escalate or de-escalate electoral violence in Kenya. This study was anchored on the
tenets of the Libertarian Theory and the Social Responsibility Theory. The study used a descriptive survey
design. The target population in the study comprised of the 695 SG PLC employees in broadcasting
department, Communication Authority of Kenya, the police, human rights groups and survivors of 2017 post election violence. The sample population of the study consisted of 139 SG PLC employees in broadcasting
department, the police, Communication Authority of Kenya, human rights groups and survivors of 2017 post election violence. The study used the combination of probability and non-probability sampling methods. The
study also used questionnaires and interviews as research instruments. Quantitative data was presented using
charts, figures, tables, frequencies, and percentages. Qualitative data on the other hand was analyzed by
content analysis. The study found that that stories on tribal clashes, hate speech by politicians, one sided
stories and use of languages demeaning another group were likely to escalate violence. The study concluded
that SG media stories have a positive and significant association with electoral violence reduction/increase. It
was recommended that the SG group and other media groups need to screen information before being
released to the public. |