School of Arts and Social Sciences

Permanent URI for this collection

http://repository.buc.ac.ke:4000/handle/123456789/11

Browse

Browsing School of Arts and Social Sciences by Author "Koech, Leornard"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    The Dominant Mass Media Frames used in Kenya to Portray Organic Farming Practice
    (2023-04-30) Koech, Leornard
    The purpose of the study was to investigate the dominant mass media frames used in Kenya to portray organic farming practices. This study involved systematically analyzing the content of media messages, such as news articles, television programs, and social media posts, to identify the dominant frames used to portray organic farmingpractices. This approach involved identifying relevant media sources and analyzing their coverage of organic farming over a specified period, looking for patterns in the frames used and how they are presented .This study involved collecting data from a sample of the public to understand their perceptions and attitudes towards organic farming, as well as the sources of information they rely on for their knowledge about organic farming. This approach involved designing a survey questionnaire, selecting a representative sample of the population, and collecting and analyzing the data collected .Depending on the methodology chosen, researchers needed to carefully select their sample. For example, if using content analysis, researchers needed to identify relevant media sources to analyze. If conducting surveys or focus groups, researchers needed to select a representative sample of the population. The Researcher collected data from relevant sources, such as media outlets, members of the public, or stakeholders in the organic farming industry. Depending on the methodology chosen, data collection involved analyzing media content, conducting surveys or interviews, or facilitating focus group discussions (Sapsford, 1996).The Researcher analyzed the data collected to identify the dominant mass media frames used to portray organic farming practices in Kenya. This analysis involved identifying patterns in media coverage or public attitudes towards organic farming, or identifying key themes and topics that emerge from interviews or focus group discussions. The researcher concluded that dominant mass media frames used in Kenya to portray organic farming practices are diverse and complex, reflecting a range of social, economic, cultural, and environmental factors. These frames are influenced by various actors, including media outlets, policymakers, advocacy groups, and consumers. Agenda-setting andframing theoriesprovided useful frameworks for understanding the ways in which the dominant media frames are constructed, disseminated, and received by different audiences. They highlight the importance of media in shaping public perceptions and attitudes towards organic farming practices, as well as their implications for consumer behavior and policy decisions related to organic farming. The findings of this study suggested that the dominant mass media framesused in Kenya to portray organic farming practices had significant implications for consumer behavior and policy decisions related to organic farming. By promoting positive perceptions of organic farming, these frames helped to support the growth of the organic farming sector in Kenya and had positive implications for health, environmental sustainability, and economic development. Media outlets, policymakers, and advocacy groups should work towards promoting positive media frames that highlight the benefits of organic farming practices. This can help to increase public awareness and understanding of organic farming practices, and can promote consumer demand for organic products. There is a need for the development of effective communication strategies that target different audiences, including consumers, farmers, policymakers, and other stakeholders. These strategies should be designed to promote greater awareness and understanding of the benefits and challenges of organic farming practices, and to dispel any misconceptions or myths about organic farming.
  • Thumbnail Image
    Item
    The effectiveness of Mass Media Frames in promoting Organic Farming practices in Kenya
    (Great Journs, 2023-04-30) Koech, Leornard
    The purpose of the study was to investigate the effectiveness of mass media frames in promoting organic farming practices in Kenya. The study was guided by Social Learning Theory is highly relevant to the study on the effectiveness of mass media frames in promoting organic farming practices in Kenya. This theory posits that people learn by observing others, and that media can be a powerful tool for social learning. The study employed a quasi experimental design with pre-test and post-test measurements to determine the impact of mass media frames on promoting organic farming practices in Kenya. The study used purposive sampling to select farmers who practice organic farming in Kenya. The farmers were selected from different regions across the country to ensure diversity in the sample. Additionally, a control group of farmers who do not practice organic farming will be selected to establish a baseline for comparison. The study used both qualitative and quantitative data collection methods to collect data. The following data collection methods was used: A pre-test survey was conducted before the mass media campaign, and a post-test survey was conducted after the campaign to measure changes in knowledge, attitudes, and behaviorstowards organic farming practices. Focus group discussions was conducted to gain insights into the farmers' perceptions of the mass media frames and their effectiveness in promoting organic farming practices. The study used both descriptive and inferential statistics to analyze the quantitative data collected from the surveys. The qualitative data collected from the focus group discussions and in-depth interviews were analyzed thematically. Ethical considerations such as informed consent, confidentiality, and privacy was observed throughout the study. The researcher concluded that, the effectiveness of mass media frames in promoting organic farming practices in Kenya can be evaluated by measuring changes in farmers' knowledge, attitudes, and behaviors towards organic farming practices, as well as the reach and engagement of the mass media campaign. The findings may vary depending on the specific campaign, the target audience, and the context in which the campaign is implemented. However, an effectivemass media campaign should lead to increased awareness and knowledge of organic farming practices among farmers, a positive shift in attitudes towards organic farming practices, and increased adoption of organic farming practices by farmers. Additionally, the campaign should have a significant reach and engagement with the target audience, and any challenges and limitations identified should be addressed to ensure the campaign's sustainability. The findings on the effectiveness of mass media frames in promoting organic farming practices in Kenya can inform policy and practice in the agricultural sector, contribute to the body of knowledge on the effectiveness of mass media campaigns in promoting sustainable agriculture practices, and guide future mass media campaigns aimed at promoting sustainable agriculture practices in Kenya and other similar contexts. Based on the findings of the study on the effectiveness of mass media frames in promoting organic farming practices in Kenya, the following recommendations can be made: Ensure that the mass media campaign is designed to meet the specific needs and interests of the target audience, using appropriate language and channels of communication to effectively reach and engage the audience. Develop and implement comprehensive follow-up support and resources to enable farmers to adopt and sustain organic farming practices after the mass media campaign.