Mass Media Coverage of East Africa Community Integration: A Case of Kenya
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Date
2024-07
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Journal of African Interdisciplinary Studies (JAIS)
Abstract
The purpose of this study was to examine Kenya’s mass media coverage of regional integration in the East African Community (EAC) using mixed method research methodologies. Study begins by a brief history of EAC integration to demonstrate the dream and aspiration for regional economic bloc and political federation among EAC member states. The study then examines the channels of mass media coverage of the integration issues in terms of frequency of coverage, the number of issues covered per program per day, the length of coverage in minutes in audio and visual channels and columns allocated in print and internet sources. Using both probability and non-probability sampling techniques and employing qualitative and quantitative data collected through questionnaires from 99 respondents, the study found that the EAC dream of uniting under one economic bloc and political federation has been long and is still ongoing. The public in Kenya relied on the mass media as the main source of obtaining information on the EAC integration. Radio was predominantly the channel that most citizens received information regarding the EAC integration, because of its accessibility, affordability, and wide coverage. The citizens mostly receive information regarding the structure of the EAC, the leadership changes, new policies and amendments and economic related news. Further, the media covers 1-2 issues per program per day and the length of broadcast coverage in most programs falls below 60 minutes in audio and visual channels. In print media, 1-2 columns are allocated to issues related to EAC integration. This study recommends the media to fully cover issues of EAC integration so as to inform and influence the public opinion of citizens in Kenya towards the EAC integration. Study also voices the need to safeguard the independence of media which will ensure neutrality in reporting leading to dissemination of accurate information regarding the EAC integration.
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Citation
Muriuki, R. M & Ichani, F. X. (2024). Mass Media Coverage of East Africa Community Integration: A Case of Kenya. Journal of African Interdisciplinary Studies, 8(7), 54 – 70.