Role Of The Media In Curbing Doping Among Middle And Long-Distance Runners In Kenya
MetadataShow full item record
This study sought to investigate the media’s contribution to the fight against doping among middle and long-distance runners in Kenya. The objectives of the study were; to find out if sports journalists in Kenya are adequately sensitised on anti-doping; to investigate the most preferred medium of receiving anti-doping messages by Kenyan athletes; to investigate the type of anti-doping media messages received by middle and long-distance runners in Kenya; to examine the suitability of anti-doping messages by the media on practices by middle and long-distance runners in Kenya and; to investigate factors informing the framing of stories on doping cases by sports journalists in Kenya. The study utilised mixed method approach. Two theories were used for this study: The theory of Reasoned Action and the Framing Theory of the Media. The population for long and middle-distance runners in Kenya stands at over 4,000 and the sample size for this project is 404 middle and long-distance runners. The study interviewed four sports journalists from various media houses reporting in print, broadcast and online as Key Informants. The total sample size was 408 respondents. The study was conducted across eight counties of Bomet, Elgeyo Marakwet, Kericho, Uasin Gishu, Nairobi, Nakuru, Laikipia and Nandi that are the main counties where middle and long-distance runners are concentrated. The data collected from the athletes was analysed using descriptive statistics and presented in tables, graphs, histograms and pie charts. A qualitative analysis was also conducted thematically and presented in narrative form. The study found out that sports journalists in Kenya have not been adequately exposed to workshops, trainings or sensitisation forums on matters related to doping in sport and this has affected their reporting of such cases. It revealed that most media houses in Kenya lack staff training policies and this has contributed to the lack of exposure to anti-doping issues among sports journalists. The study further found out that the complexity of the doping phenomena has affected the manner in which sports journalists in Kenya frame their stories on doping cases among athletes. Broadcast media and the internet were found to be the most preferred mediums of receiving anti-doping messages by athletes. The sampled athletes also revealed that the Kenyan media messages against doping influence their practices during competitions and when they are also not competing. The study recommends that the Government ensures all media houses in Kenya establish staff training policies. It further recommends that anti-doping behaviour change communicators should utilise vernacular radio stations and the internet in their dissemination of messages about anti-doping to athletes. The study further recommends that World Anti-Doping Agency and other relevant bodies fund research in the area of anti-doping communication.
University of Nairobi
xmlui.dri2xhtml.METS-1.0.item-rightsAttribution-NonCommercial-NoDerivs 3.0 United States
The following license files are associated with this item: