The Role of Media in Conflict Prevention: a Case of Twenty Thirteen (2013) General Elections in Kenya

Abstract

The media is an increasingly strong channel which interconnects the world. The media serves to develop opinions both at home and abroad. The power of the media is the main propeller of propaganda that has seen certain powers attain and maintain their position in world politics. Thus media is an opinion shaper. But despite all these benefits, the media has not been exploited to the extent that it can shape regional integration in Africa. Therefore, it is against this background that this study sought to establish role of media diplomacy in shaping regional integration with a specific reference to East Africa Community. Specifically, the study was set to assess the impact of media as a diplomatic tool in sub-regional integration processes in Africa; the strategies adopted by the media to foster East Africa Community integration; and the challenges faced by the media in shaping regional integration within the East Africa Community. The study employed analytic research design where a purposeful sampling techniques was used to select the interviewees. Agenda setting theory was used to guide the study as it puts emphasis on the role of media diplomacy on the process of regional integration. The hypotheses formulated were that the media can act as a diplomatic tool in sub-regional integration processes in Africa; effective strategies adopted by the media can foster East Africa Community integration and the EAC media had challenges in shaping regional integration. Based on the analysis of the findings, it was revealed that the media play a critical role to regional integration as it contributes to the creation of linkages between national and supra-national political institutions, on the one hand, and the citizenry on the other. The media also conferred legitimacy on the actions of the respectful governments, leaders and other actors. Therefore , there is little doubt that the extent to which citizens are engaged with the process of integration depends significantly on the quality and volume of communication that was transacted by the media. Thus, it was concluded that through harnessing positive media public opinion can become a good vehicle to promote the integration agenda. Therefore, the study findings recommends that EAC media houses to take maximum advantage of the global information grid to promote regional integration through agenda setting of public opinions; the EAC economic communities to establish governance institutions to run the affairs of the bloc with powers to formulate policies and biding for treaties, EAC nations to address the challenges of corruption in political leadership in order to improve the principal determinants influencing choices of FDI investors, that the EAC secretariat and supranational institutions strengthened to aid in achieving effectiveness of the process of integration; and also the EAC to competitively participate in multilateralism from a regionalized stand point, to negotiate more effectively for international markets access.