The relationship between media programmes and promotion of entrepreneurial culture among university students in Kenya
The role of media in the development of entrepreneurship is an emerging research theme. Some studies have concluded that media and specifically the TV promote entrepreneurial intentions, actions and aspirations in the United Kingdom. However, studies that forge these propositions in an African setting and specifically Kenya are scanty. This study investigated the relationship between media programmes and the promotion of entrepreneurial culture among university students in Nairobi, Kenya. The study employed a triangulation of descriptive and explanatory designs. Stratified and multi stage sampling method was used to obtain a cross sectional survey of 320 university students within the ten selected universities used in this study. A self administered questionnaire was used to collect primary data. Data was analysed using descriptive and inferential statistical tools with the help of SPSS software. Specifically, correlation was used to determine the association between media programmes and promotion of entrepreneurial culture, while regression analysis was used to validate the effect of entrepreneurship education on the media programmes and the promotion of entrepreneurial culture. Results from hypotheses testing indicate that there is significant relationship between TV programmes and promotion of entrepreneurial culture. TV programmes exhibited significant values it (p<0.01), radio programmes (p<0.01) newspaper (p<0.01). Entrepreneurship education has a significant influence on the effect of predictor variables on the entrepreneurial culture, R2 change was 2.5%. Entrepreneurial culture was measured using entrepreneurial mind set, business start up motives and entrepreneurial orientation. Four dimension were used under entrepreneurial orientation; proactiveness, perseverance, innovativeness and risk taking propensity. All newspaper publications and TV programmes were identified as effective media for the promotion of entrepreneurial culture in terms of entrepreneurial mind set, business start up motives and entrepreneurial orientation. However, each programme has its own strength and degree to which it can promote or influence entrepreneurial culture. It was again found that not all radio programmes can be used as a medium to promote all the indicators of entrepreneurial culture used in this study. For instance there was no relationship between radio news and promotion of entrepreneurial culture. On the whole newspaper publications were identified as the most effective medium for the promotion of entrepreneurial culture. Interesting, among the three forms of media, it was only TV programmes that had a significant positive correlation with innovativeness. This implies that more entrepreneurial programmes that can promote innovativeness among university students in Nairobi Kenya must be embarked upon by the various TV stations in Kenya. If the goal of building and entrepreneurial culture and/or economy in Kenya by 2030 is to be realized, then the government together with other stakeholders must come on board to help promote entrepreneurship and its culture on the various media used in this study. Further research should explore more on the relationship between media programmes and promotion of entrepreneurial culture using experimental research design.