Investigating the Use of Video Snippets on Twitter as Communication Tool for Social Change: Case of Kenya Human Right Commission

Abstract

Most people's daily lives now include some kind of social networking. Twitter is a popular microblogging service because it allows users to communicate with their followers in real time. Its popularity has grown in recent years as more people discover the ease of sending short messages there. Furthermore, it creates a group of people who can talk about the topic at hand, increasing the likelihood that the issue's stakeholders will join in the discussion. To increase communication, the KHRC's social media strategy relies heavily on microblogging and videosharing sites like as Twitter. Twitter users may highlight a certain discussion by mixing short text and video segments. However, the improvement in plan efficiency via the utilization of video snippets is not entirely understood. The Kentucky Human Rights Commission's (KHRC) approach for utilizing Twitter videos to promote equality in the state is uncertain. Given this context, we chose to investigate how the Kenya Human Rights Commission has utilized Twitter video clips to express its message and influence societal change (KHRC). The study's objectives were to (1) determine how frequently the Kenya Human Rights Commission uses Twitter for social change; (2) evaluate the effectiveness of video snippets in reaching the organization's target audience; and (3) evaluate the impact of the organization's use of video snippets on social change in Kenya. The study was directed by these three goals. This research is based on two major theoretical foundations: the "Magic Bullet" hypothesis and the "Uses and Gratifications" model. These two hypotheses serve as the basis for our research. The KHRC was the subject of examination in this qualitative, descriptive case study. Data was collected via a semi-structured questionnaire, which was then mapped into Google forms and published on the KHRC's Twitter account, where all of its followers could view and comment on it. The data was then analyzed using SPSS version 25, and the findings were shown in frequency tables and graphs. According to the poll, the most popular social media sites among Kenyans were WhatsApp, YouTube, and Facebook. Furthermore, 97% of respondents believed that using video clips to promote information about human rights was beneficial. Eighty-five percent of respondents took involved in Twitter debates about human rights by commenting (62 percent) or retweeting (58.8 percent), and nine out of ten respondents trusted the information they acquired from the KHRC-supplied video clips. Based on the results, the great majority of respondents (91%) believed that KHRC Twitter followers utilize video snippets to strengthen human rights communication. We came to this conclusion after conducting an inquiry.