dc.contributor.author | Okech, Kenneth K | |
dc.date.accessioned | 2016-04-22T09:28:16Z | |
dc.date.available | 2016-04-22T09:28:16Z | |
dc.date.issued | 2015 | |
dc.identifier.uri | http://hdl.handle.net/11295/94862 | |
dc.description.abstract | This study sought to find out the influence of new media in voter mobilization in
Presidential campaigns in Kenya between 2000 and 2013. During this period, Kenya
experienced an exponential growth in the uptake of new media communication tools and
official incorporation of new media in Presidential campaigns in Kenya. Using a conceptual
framework, the study explains the utility and shows the entry-point of new media in the
mobilization of voters in Presidential campaigns in Kenya. Through a survey research in
Kibra Constituency and structured interviews, the study examined ways through which new
media changes the resource dimension in Presidential Campaign mobilization and also
whether new media is altering the strategic salience of ethnicity in voter mobilization in
Presidential campaigns. The findings of the study show that new media tools make
Presidential campaigns more expensive and do not change the importance of ethnicity as the
primary basis of political identity and mobilization in Presidential campaigns in Kenya. The
study concludes that new media makes a substantial a difference in a Presidential campaign
when aggressively used in mobilizing campaign resources and in targeting their bases
through bunkum and aggressive Get-Out-The-Vote campaigns. | en_US |
dc.language.iso | en | en_US |
dc.subject | Media and political mobilization: | en_US |
dc.title | New Media and Political Mobilization:implications for Presidential Campaigns in Kenya, 2000-2013 | en_US |
dc.type | Thesis | en_US |