Media and Political Participation Among Kalenjin Audiences: a Study of Kitwek Fm

Abstract

This study sought to investigate media and political participation among the Kalenjin audience. The study focused on Kitwek FM‟s political breakfast show Ongengalal that is aired daily. The objectives of the study were to investigate the ways in which listeners participate in, to find out the strategies adopted by media to promote political participation and to find out the effects of political participation to the listeners. The study was done in Kericho County, Soin Sigowet Sub County and adopted the mixed method design. Questionnaire and focus group discussions was used to collect data. The study population was 67,000 and the relevant respondents for the study were 100 listeners who were picked purposively. The study adopted the uses and gratification theory as well as agenda setting theory. The study found out that listeners who participated in the show are above 30 years and listen to the Ongengalal show daily. From the findings, 64% of the listeners participate through calling, 24% thorough social media and 10% through short messages. The findings show that 51% of the listeners are farmers and agree that the issues discussed in the programme address their concerns. The issues discussed included politics on leadership, development, legislation, devolution, peace and cohesion. To encourage participation, the radio station utilises use of direct phone calls, social media, writing short messages and giving the most vocal participants prizes and rewards. Through participation, the listeners use media to get informed and educated, participate in decision making and give their stand points on particular issues. When their views are considered, the listeners own the decisions, feel satisfied, appreciated and valued. The study found out that 69% of the respondents have known about their social rights from the discussions in the Ongengalal show and 82% said that Ongengalal show has educated them on their political rights. From the findings 71% said that they had practised what they heard in the programme and 63% agreed that Ongengalal show has changed the political scene of the Kalenjin community and has influenced their civic participation and voting trends. The study recommends that such political shows be introduced in other vernacular radio stations and should use the call delay system so as to avoid direct calls to the studio to guard against inappropriate direct messages. The show should have back up guests or pre-recorded interviews that can be used if the invited guests don‟t turn up for Ongengalal show. Further research should be done on influence of social groups in political participation among Kalenjin listeners