Browsing by Author "Madowo, Jacqueline"

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    Media Strategies Employed by Kenya in Public Diplomacy Efforts towards Somalia: Analyzing the Role of Strategic Communication in Bilateral Relations
    (Journal of African Interdisciplinary Studies, 2025-02) Madowo, Jacqueline; Muoka, Boniface
    The purpose of the study was to investigate how Kenya strategically employs media to shape narratives, influence the public discourse and legitimize its military involvement in Somalia from 2011 to 2022. Using a descriptive survey research approach, the study examined media public diplomacy initiatives in Somalia. The population consisted of journalists, legislators, diplomats and other media professionals who reported on the Kenya-Somalia engagement or influenced public opinion. A random sample was used to select a sample of n=22 participants, selected on the basis of their participation and level of expertise in relevant areas. Data were collected through documentary analysis of reports and media coverage, as well as through in-depth interviews using a survey guide. For qualitative data, a thematic analysis was used, while for quantitative content analysis a statistical analysis was used. In the context of Kenya's engagement in Somalia, findings were presented in a narrative way, providing a nuanced understanding of the complex dynamics between media coverage and public diplomacy initiatives. The study focusing on media strategies in shaping narratives revealed that Kenya maintained a strong diplomatic presence, contributing to regional stability and providing significant security and development support. Media coverage was extensive, often positive, but also included criticisms. The study found that public opinion on Kenya's military intervention in Somalia is strongly influenced by the country's media, with narratives having a significant positive or negative impact on the image of Kenya. However, media strategies have had varying degrees of success, mainly due to the poor infrastructure and literacy in Somalia, which has limited the influence and reach of the Kenyan media. To address these problems, the study proposed supporting inclusive development assistance to support media-driven projects and change public perceptions. It also stressed the need to invest in digital infrastructure and improve media engagement tactics to increase access and influence in Somalia.
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    Role of Kenyan Media in Public Diplomacy Activities in Somalia, 2011–2022
    (Kenyatta University, 2025-09) Madowo, Jacqueline
    The general objective of this study was to examine the role of Kenyan media in promoting public diplomacy activities in Somalia from 2011 to 2022. The specific objectives were to assess how media coverage was utilized to carry out Kenya's public diplomacy activities in Somalia, to analyze the influence of media coverage on perceptions of these activities and to evaluate the effectiveness of media strategies employed by Kenya in advancing its public diplomacy objectives during this period. Guided by Agenda-Setting and Soft Power Theories, the study adopted a descriptive survey research design, focusing on public diplomacy activities in Somalia. The population included journalists, policymakers, diplomats and media professionals involved in reporting on or shaping public perceptions of Kenya's engagement in Somalia. A sample of 22 participants was selected through purposive sampling based on their expertise. Data was collected via in-depth interviews and document analysis of reports and media coverage. Thematic analysis was applied to qualitative data, while statistical analysis was used for quantitative content analysis. Findings were presented narratively, providing a nuanced understanding of the interplay between media coverage and public diplomacy. The study revealed that Kenya maintained a strong diplomatic presence, contributing to regional stability through security and development support. Media coverage was extensive, often positive, but included criticisms. Kenyan media significantly shaped public opinion on Kenya’s military intervention in Somalia, with framing impacting Kenya’s image positively or negatively. However, media strategies’ effectiveness was mixed due to infrastructure challenges and low literacy levels in Somalia, limiting reach. Recommendations include fostering inclusive development assistance, enhancing media engagement strategies and investing in digital infrastructure to expand access and influence in Somalia