Media Influence On The Conduct Of Electioneering Process In Kenya With Reference To Kisumu County

ABSTRACT

The role of the media in conflicts has been a concern across the world. Its effect has

intensified enormously and scholars are yet to concur on the extent of the media effect

on conflicts and peace-building. The general objective of the study was to assess the

media influence on the conduct of electioneering process in Kenya with reference to

Kisumu County. The specific objectives of the study were to: investigate the type of

influence of the media during electioneering process in Kenya with reference to Kisumu

County; examine the causes and types of conflicts during electioneering process in

Kenya with reference to Kisumu County and finally assess the challenges experienced

by the media during electioneering process in Kenya with reference to Kisumu County.

The study adopted a conceptual model which was guided by four main theories:

Libertarian theory, Galtung’s theories of structural violence and structural peacebuilding,

Agenda Setting theory and Social Responsibility theory. Also the study was

guided by the concepts of media reporting, coverage and peace journalism. The study

was limited from re-introduction of multi-party democracy in Kenya in 1992 to 2017

with focus on private and public electronic and social media. The study ended in 2017 as

that was the year when massive electioneering violence was witnessed in Kisumu

County last. The area of study was Kisumu County, Kenya specifically Nyakach and

Kisumu Central sub-counties. Key government officials, security officials and

journalists were key informants who were drawn from the two constituencies’

headquarters while other respondents were drawn from Kisumu residents. The sampled

respondents were a total of 864. The study employed qualitative and quantitative

methods for investigation. The study adopted probability (simple random) and nonprobability

(purposive, convenience, snowball and systematic random) sampling

techniques. The data were collected through questionnaires, interviews schedule, FGDs

guides and review of literature through document analysis. FGD comprised 10

homogenous key informants and six FGDs were conducted. Qualitative data were

analyzed by thematic while quantitative data were analyzed using descriptive and

inferential statistics. The data collected were analyzed by SPSS version 21 and

Microsoft excel. The data were presented in tables, pie charts and later interpreted into

meaningful information. The study found out that both print, electronic and social media

were the major types of media and they had great influence on people’s opinions and

behaviors during electioneering process. The media influenced people both positively

and negatively based on their daily agendas. The findings of the study revealed that

Kisumu County experienced electoral and politically instigated ethnic conflicts during

electioneering process. These conflicts have had greater impacts on socio-economic,

psychological and health aspects of people. Finally the study found out that media

experienced challenges such as insecurity, unprofessionalism, poor working conditions

and brutality from citizens and police. The study, therefore, concluded that media

influences people greatly during electioneering process thus determining the nature of

electioneering process. Therefore, the overall conclusion of this study was that the media

has contributed to the peaceful electioneering process by not only educating and

training, but by also addressing the historical injustices, structural and cultural conflicts.

However, it was observed that these influences of media have not been without

challenges. The study recommended that media be regulated and trained on peacejournalism.

The study further recommended that historical injustices and structural

conflicts be addressed. Youths should be involved in peace initiatives as they are the

major perpetrators of violence. Finally the study recommended that all stakeholders

should partner with media in enhancing peaceful electioneering process