The Role of Sponsored Communication Messages on Two Third Gender Principle Awareness Among Political Parties in Kenya: a Case of Jubilee Alliance

Abstract

This study explores the role of Sponsored Communication Messages in the success of failure of creating awareness of Two Third Gender Principle in Jubilee Alliance. The study has analyzed the nature of Sponsored Communication Messages placed on K24 TV and Daily Nation and the level of information among party leaders and members. In addition, the study establishes the impact of Sponsored communication Messages. Jubilee Alliance as a case study is used to measure the extent to which Two Third Gender Principle has been considered in formation of administration and management of the party, in the membership and party leadership. The study uses Spiral of Silence theory and Social learning theories to explain the impact of Sponsored communication Messages on the awareness of Two Third Gender Principle. Sampling was done using stratified and simple random sampling methods to come up with a sample of 94 respondents. Data was collected using Focus Group Discussion for party officials and questionnaire for other respondents. The data collected was analyzed using descriptive statistics, SPSS for quantitative data while documentation, colour coding and numbering systems were used to analyze qualitative data. The response rate was 87%. Majority of the respondents were female at 52%. The study established that majority of the respondents had not watched or read Sponsored Communication Messages. However, majority of those who watched and read Sponsored Communication messages rated them to be highly informative and persuasive. The participants of Focus Group Discussion had a good understanding of Two Third Gender Principle. They explained the merits and a few demerits of creating awareness and implementing Two Third Gender Principle within structures of Jubilee Alliance member parties. The findings of the study indicate that Sponsored Communication Messages have not been effective in emphasizing the importance of implementing Two Third Gender Principle among political parties of Jubilee Alliance.