Development of the Media and the Impact on Kenyan Political Communication
Kenya’s media are one of the most respected, thriving, sophisticated and innovative in Africa, according to a policy briefing by the BBC World Service Trust. [1] The media in Kenya has grown in leaps and bounds since the development of this nation. From a one-party state to an energetic multi-party system, Kenya has undergone significant changes that have impacted the media and the way leaders utilise the same to communicate to the masses.
In 1963, when Kenya became independent, only a handful of credible news media were in existence. The Standard, formerly known as the East African Standard, after independence, became one of the largest and most influential publications in East Africa. At that time, it was a newspaper that typically concerned itself with happenings in Britain. [2] In many ways, colonial media served as a tool of perpetuating settler ideas across the Kenyan protectorate. [3]
The dawn of independence in 1963 heralded new roles for the media. The challenges of poverty, disease and ignorance faced by most of the newly independent states in Africa, forced a certain understanding about the roles of media. From purely liberation platforms, the media transformed themselves into vehicles for speeding up development. Indeed, it is this thinking that saw many African governments nationalize media or begin to exercise unfettered control over them with the aim of using them to popularize the government’s development agenda.
The re-introduction of multiparty democracy in 1991 after a long stretch as a single-party dictatorship heralded a major opportunity for the media. The ownership base expanded and media content became bolder.
Evolution of the media
Emerging trends have greatly impacted the way that the media has developed in Kenya. Kenyan media have not been left behind by technological convergence. Kenyan media use print, TV, radio, mobile and internet platforms to deliver news and advertising. The modern Kenyan consumer has access to news and information right at their doorstep.
New technologies have encouraged the development of citizen journalism. Audiences proactively collect and share emerging information with media houses. Media have become receivers of content from the public, a shift from its previous role as disseminators of news and information. Audiences are invading an arena that has been the preserve of journalists. What’s more, people have realised the importance of adopting an intelligent curiosity mindset, where they challenge what is presented before them
All these developments signal a new era of media consumers that are heavily involved in the process of information gathering.
Social media
Over the past few years social media has emerged as a very powerful frontier for mass communication. A couple of things set Kenya apart in comparison to other African countries especially with regard to active use of social media. Though Kenya lags behind other countries in terms of numbers on Facebook and Twitter, Kenya remains a strong rival in terms of usage and articulating issues. Kenya has been able to stage quite a number of social media initiated success stories.
Kenyans are very outspoken on social media and as such forums are also some of the most active and politically charged as well. Realising the value of social media, many candidates in the 2012 presidential elections now have an official presence on Twitter and/or Facebook. Uhuru Kenyatta, Martha Karua, William Ruto, RailaOdinga, Peter Kenneth, and KalonzoMusyoka are but a few examples of candidates that are harnessing the power of social media to reach out to their respective audiences. [4]
Politicians’ use of social networks as an avenue for mass communication has impacted the tone of communications put forth to various audiences. Unlike traditional media which is one-sided, social media is more interactive and provides the opportunity to received instant feedback on any messages put across to audiences. This has created the need for more intentional and relevant communication. Users on sites such as Twitter, Facebook, and YouTube range from teens to baby boomers, all of whom are intellectually equipped to challenge what they are told. Politicians making use of social networking sites will be judged by the promptness and relevance of responses to questions posed to them.
While the impact and the effectiveness of using social media in the Kenyan presidential elections is hard to measure, it is clear that it is one of the best ways to connect with tech-savvy voters due to its viral nature, ease of use and low-cost.
[1] The Kenyan 2007 media and their aftermath: the role of the media and communication, BBC World Service Trust policy paper
[2] Press Reference, Kenya
[3] Media Vulnerabilities Study: The Media We Want, Peter OriareMbeke, Wilson Ugangu and Rosemary Orlale
[4] Social Media and the 2012 Elections in Kenya, Ogwelle George, August 2011