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COMMUNICATION STRATEGIES EMPLOYED BY KENYA COMMUNITY RADIO IN FOSTERING SOCIAL COHESION AND INTEGRATION IN KENYA


Sharon Njambi Maina

Masters Students, Jomo Kenyatta University of Agriculture and Technology, Kenya


ABSTRACT

Kenya Community Radio can employ very good Communication Strategies that foster Social Cohesion and Integration but this influence has not been realized because they lack distinct identity, they are confused and classified with vernacular/ethnic commercial FM radio stations. Communication strategy is the "what, who, why, when, how, and where" of conveying a message. This project was undertaken with the aim of finding Communication Strategies employed by Kenya Community Radio in fostering Social Cohesion and Integration. The target population constituted of 30% of all the 12 Community Radio Stations in Kenya. A survey research design was employed using a questionnaire and information was analyzed using descriptive statistics and presented using frequency distribution tables, histograms, pie charts, narrations and discussions. Results from the findings revealed that Communication Strategies employed by Community Radio in fostering Social Cohesion and Integration are programming content geared toward the local area, community projects that encourage people to come together and public forums where communities are provided with opportunities to express themselves. From the findings it can be concluded that handful of Community Radio Stations active in Kenya’s PEV period was praised for their balanced reporting and even now they do foster Social Cohesion and Integration. Recommendations is that, Kenya Community Radio need to voice more about their existence and also come up so strongly to differentiate themselves with other commercial/vernaculars radios. They should find ways to sustain their operations and diversify income for sustainability without necessarily becoming commercial ventures.


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