The Use of Propaganda in University Politics in Kenya: the Case of University of Nairobi Students’ Association Elections

Abstract

This study sought to investigate the use of propaganda in politics and how it is being applied at University of Nairobi students ‘Association. Research objectives were to find out the role of propaganda during students’ elections in universities, to investigate the use of propaganda in decisions on students’ elections in universities and to examine the use of propaganda in agenda setting in students’ elections in universities. Research theory used was Propaganda model that was initialized by Edward Herman and Noam Chomsky that talks about how propaganda use requires filters so that its audiences cannot receive the demerits but use its merits in ruling and in this case the students’ leaders are the filters that use propaganda in their politics to influence students in politics and when they are setting their agenda they are likely to use propaganda in their political campaigns. Research design and approach used were cross-sectional and quantitative respectively, research was done at a particular point in time, to mean that data was collected once from the students’ leaders on the use of propaganda in university politics. Due to the fact that research was on a one-time basis, it was thoroughly and conveniently done so that data needed in support of the research topic could be realized. Population was from the students’ leaders and sampling strategy that was used was simple random sampling as one of the type of probability sampling. Data collection, analysis and interpretations required questionnaires, a research instrument that is usually used to collect primary data. The primary data received was from the students’ leaders, they use propaganda in their politics as a method of changing the students’ attitude on decision-making in university politics and specifically, propaganda helps them to convince students when they are seeking for mandate from them to be elected in office in different academic years. Major findings are that propaganda allows students leaders to convince students to vote for them during elections, it is noted that students’ leaders use propaganda in their political campaigns, in working with the students and university’s administration. Major recommendations include, finding the best communication theory of propaganda of the 21st century. Majority of theories existing were introduced in the earlier century. Use of propaganda in politics and how it is applied in politics at the University of Nairobi by students’ leaders in times of conflict during elections, influencing students’ decisions and agenda setting of students’ politics helps the institution's operations. The students’ leaders include; the chairperson, vice-chairperson, secretary general, treasurer, governors, congressmen and women among others from the different schools of the University of Nairobi. This research is relevant in such way that the findings of these research can be applied in any university in Kenya. Propaganda’s history has taught us something, that anyone who wants to change people's minds, whether for good or for ill, will always find a way to do so. Propaganda is used in students’ politics at the university in decision-making and agenda setting during elections.