Comparative Ranking of the Electronic and Print Mass Media in Dissemination of Sports Information in Kenya
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The mass media have a fundamental role to play in the development of Sports. Their contribution towards uplifting performance and popularizing sports is particularly critical in the developing countries where sports programmes tend to receive minimal attention and resource allocation. The mass media are important tools for marketing, publicizing and popularizing sports. Their specific roles include bringing talent into the limelight, giving recognition/appreciation to outstanding sports personalities and objectively pointing out problematic and weak areas in sports. However, research has revealed cases of unbalanced reporting of sports information by the mass media. There have also been numerous allegations of the mass media’s sensational reporting of sports events that fuels and catalyzes wrangling in sports organizations. This study therefore, focused on comparing the rating of the electronic and print media in the dissemination of information on sports in Kenya from the perceptions of the Public Sports Officers, Officials of Sports Federations and University Students enrolled in sports-related courses in Kenya. The study found some variations in the ranking of the two types of media in the way they carried out their roles in handling sports issues. It is recommended that the mass media should be more balanced and proactive in dealing with matters of sports. Regular surveys by the mass media to determine the public’s perception of their services is also recommended.