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.