The Dominant Mass Media Frames used in Kenya to Portray Organic Farming Practice
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.
Mass Media, Portray Organic &Farming Practices