| dc.description.abstract | The purpose of this study is to investigate the role media play in the framing of infonnation about small and medium enterprises (SYIEs) targeting the youth in Kenya, using the Nation newspapers as a case study. The Nation newspapers fitted within my,study objectives because of its wide readership and circulation in Kenya. It also plays a leading role in highlighting key issues concerning SMEs information beneficial to the realisation of the Vision 2030 in line with the Constitution of Kenya 2010. The period of study (27th August 2010 to 27th July 2012) considers the government's efforts in addressing the needs of the vulnerable groups such as the youth in the society by putting in place plans to empower them such as the youth development programs 'Kazi kwa Vijana' and achievement of Millennium Development Goals (YIDGs).
The broad objective is to examine the role media play in framing information about SYIEs targeting the youth (18-34 years) in Kenya, since the promulgation of the Constitution of Kenya 2010 to the time of this research. The specific objectives are aimed at examining the manner in which Nation newspapers frame information about SMEs targeting the youth (18- 34 years) in Kenya, investigating the positioning of infonnation about SMEs, since the promulgation of Kenya's 2010 Constitution and establishing the framing and visual devices used for effective communication of SMEs information. This study is quantitative by nature. The researcher used content analysis to collect data that gave insights into the role the media play in framing information aimed at attracting the
attention of the youth in Kenya.
The study findings established that there are imbalances in the selection and framing of SMEs information, pointing to lack of consideration of the importance of such stories targeting the youth. There are far-reaching implications. For instance, it may seem to the reader that certain groups in the society arc irrelevant and unimportant to thc newspapers, when they could offer valuable information that can help empower readers to be self-reliant. Moreover, it may appear that the Nation newspapers perpetuate the views of a certain class of people who already have sources of income, in the process neglecting the youth,
majority of whom are unemployed and lack information on opportunities for starting small businesses.
The Kenyan media need not neglect the youth, especially with the benefit brought about by SMEs information. Magazines targeting the youth such as Zuqka and Buzz should introduce sections that give the youth opportunity of acquiring entrepreneurial information for starting small businesses especially with the growing trends of unemployment in Kenya. The media should take advantage of its mandate in disseminating information to its readers, utilising framing and visual devices that aid the readers to navigate such information, attracting their attention. The print media in Kenya should play their role as agents for change
by educating and informing the youth on investments opportunities hence empowering them economically and reducing the unemployment gap. | en_US |
