https://repository.maseno.ac.ke/handle/123456789/32 2026-05-15T11:19:48Z 2026-05-15T11:19:48Z ISIAHO, Sharon Marion https://repository.maseno.ac.ke/handle/123456789/6427 2025-12-02T09:07:06Z 2025-01-01T00:00:00Z

Vihiga fm’s wakilisha radio programme as a campaign platform against alcohol abuse among the youth in Vihiga sub-county, Kenya ISIAHO, Sharon Marion Numerous studies highlight the media's critical role in spreading health information, encouraging healthy behaviours, and shaping public health outcomes. Radio arguably remains the most accessible medium in Kenya, reaching about 74% of adults. Despite Vihiga FMs Wakilishaprogrammerunning since 2016 and addressing alcohol abuse, alcohol consumption among youth in Vihiga Sub County remains high. This study assessed the Wakilisha radio programme as a campaign platform against alcohol abuse among the youth in VihigaSubcounty, Kenya.To determine whether the program successfully reaches its intended audience, the youth.Its objectives were to assess the reach and content quality of the Wakilisha Programme among the youth in Vihiga Sub-County, to compare the knowledge, attitudes, and behavioural intentions regarding alcohol abuse between regular listeners and non-listeners of the programme, and to identify the perceived influence of the Wakilisha Programme on alcohol-related decisions among its youth listeners.This study was guided by Agenda-Setting and Uses and Gratifications Theories. The research focused on the August and December holiday seasons of 2024, when 8 alcohol focused episodes were aired. These periods were important because school holidays increase youth presence in the community, social activity and heightened vulnerability to alcohol use, offering a strategic opportunity for preventive communication. A cross-sectional mixed-method research design was adopted. The target population consisted of 22,047 youths, and the head of programmes and one radio presenter. Using Yamane's (1967) formula, a sample size of 393 listeners was obtained. Systematic random sampling was used to select youth respondents while purposive identified two radio personnel. Questionnaires and interview schedules were used for data collection. Validity of the research instruments was ensured through expert review and alignment with study objectives, while reliability was confirmed through pilot testing and Cronbach‘s Alpha coefficients exceeding 0.7. Quantitative data were analysed using descriptive statistics and logistic regression while qualitative data were analysed thematically. Findings showed that85.4% of youth were aware of Wakilisha,and regular listeners reported higher knowledge, more critical attitudes, and a stronger willingness to enact positive behaviours than non-listeners. Relatable, real-life stories emerged as a strength of the programme. While the platform is theoretically sound, its main challenges are logistical, relating to broadcast timing and interactivity, rather than content relevance, indicating that strategic optimisations in delivery could further enhance its substantial impact. Therefore, the study concludes that the Wakilisha Programme is a highly effective campaign whose proven success, rooted in compelling narratives and broad appeal, provides a strong foundation for maximizing its public health impact through strategic improvements to its broadcast schedule and interactive features. Based on the findings, it is recommended that the programme's management and broadcast partners prioritize securing a more convenient prime-time slot and invest in technical capacity for live, interactive features to maximize the platform's substantial impact. Mater's Project

2025-01-01T00:00:00Z AKUN, Denise https://repository.maseno.ac.ke/handle/123456789/6417 2025-11-12T12:49:28Z 2025-11-12T00:00:00Z

The use of facebook by LVCT health to provide access to HIV-related information among young people in Homa bay town AKUN, Denise Homa Bay Town continues to bear a heavy burden of HIV and AIDS among its young residents. Recent survey shows that Homa Bay County has one of the highest HIV prevalence rates, with a percentage of 19.1 against the 4.5 national average. While most research revolves around community-based and health facility interventions, few studies have been conducted to interrogate how health organizations leverage new media platforms like Facebook to lower the HIV burden. In view of this, this study sought to explore the role of LVCT Health’s Facebook page in providing young people with access to HIV-related information in Homa Bay Town. More specifically, it endeavored to: first, explore how LVCT Health uses its Facebook page to disseminate HIV-related information to young people in Homa Bay Town; second, establish how LVCT Health uses its Facebook page to garner feedback from young people in Homa Bay Town on the HIV-related information it disseminates; and third, identify how LVCT Health uses its Facebook page to co-create HIV-related information for dissemination to young people in Homa Bay Town. In addressing these objectives, the study relied on the multistep theory of communication proposed by Lazarsfeld et. al. in 1955, which explains the flow of information from a media source to the opinion leaders to the audience, and feedback from the audience. This study utilized a case study design situated within a qualitative approach. A purposive sampling technique was employed to identify 24 young residents in Homa Bay, aged between 18 to 35 years, 4 digital opinion leaders, and 4 LVCT Health staff members from the communications department and HIV program team. The study’s data were collected using focus group discussions involving the young residents, and in-depth interviews with the digital opinion leaders and LVCT Health’s staff members in the communications department and HIV program. The data was analyzed thematically and presented in quotes and a narrative format. The study’s findings add to the extant literature essential insights regarding how HIV-related organizations, exemplified by LVCT Health, can strategically leverage Facebook as a digital information infrastructure to enhance access to HIV information among young people in high-prevalence regions. Based on its main findings, the study recommends entrenched routine evaluations of Facebook messaging to ensure successful co-creation of targeted messages, consistent dissemination of youth-friendly digital campaigns, and sustained investment in adapting HIV-related content to align with evolving features of new media platforms. Master's Project

2025-11-12T00:00:00Z BABU, Gerald Andrew https://repository.maseno.ac.ke/handle/123456789/6415 2025-11-12T12:33:31Z 2025-11-12T00:00:00Z

Facebook as a communication tool for promoting government service delivery in Kisumu county, Kenya BABU, Gerald Andrew Effective organizational communication is essential for achieving institutional objectives. This study explored the use of Facebook as a communication tool for promoting government service delivery in Kisumu County, Kenya. Specifically, it aimed to: identify factors influencing Facebook use in service delivery; assess the extent to which residents use Facebook to access government services; examine the types of services sought through Facebook; and evaluate the barriers limiting its effective use. Guided by systems theory—which views organizations as interdependent units functioning as part of a broader system—the study employed a descriptive research design. The target population included Facebook-using residents of Kisumu County and county government staff involved in digital communication. Sampling was conducted using a combination of purposive and stratified random methods, with sample size determined through Cochran‘s formula. Data collection involved structured questionnaires and key informant interviews. Instrument validity was ensured through face and content validity, while reliability was confirmed using Cronbach‘s Alpha (all scores exceeding the 0.7 threshold). Quantitative data were analyzed using descriptive statistics; qualitative data were subjected to thematic content analysis. The findings revealed widespread digital access, with over 90% of respondents owning Facebook-capable devices and more than 80% reporting regular internet access. Despite this, digital literacy gaps—particularly among older adults—limited the effective use of Facebook for interactive engagement. While Facebook was recognized as a valuable source of government information, users expressed only moderate trust in the content and in the responsiveness of government platforms. Notably, 67.7% of respondents had used Facebook to access government services, yet only 30.8% had engaged interactively with county government pages in the preceding six months. The most frequently accessed services included job advertisements, health alerts, and public notices. However, content requiring deeper civic participation, such as budget discussions or policy consultations, attracted minimal engagement. Barriers to effective use of Facebook included institutional unresponsiveness, economic limitations like data costs, and behavioural factors such as digital confidence and trust deficits. The study concluded that although Facebook offers significant potential for improving government service delivery in Kisumu County, its current use remains largely unidirectional and informational. Realizing its full potential will require strategic efforts to enhance digital literacy, promote institutional accountability, and foster two-way communication for more participatory governance. Master's Project

2025-11-12T00:00:00Z PTOYO, Jacob DaimoI https://repository.maseno.ac.ke/handle/123456789/6273 2024-12-03T12:57:46Z 2024-01-01T00:00:00Z

Efficay of asil po pokot radio programme in anti-female-circumcision campaign among Women in Kipkomo sub-county, Kenya PTOYO, Jacob DaimoI This study focuses on efficacy Pokot FM’s Asil po Pokot radio programme as used in the communication campaign to end the practice of female circumcision in Kipkomo Sub- County, West Pokot County. Female circumcision is a tradition that is observed and practiced among the Pokot of Kenya.The current female circumcision prevalent rate in the County stands at 44% (KDHS, 2019) from 74% (KDHS, 2014). This has been occasioned by rhe efforts the Kenyan government together with other non state players.Despite the reduction in the prevalence rate of the “cut,”it is still being practiced in many areas in the county due to traditional significance attached to it. Asil po Pokot radio isa cultural programme that aired by Pokot FM as part of an anti-female circumcision campaign, The study sought to establish the efficacyprogramme in ending female circumcision. The objectives of the study were to examine the efficay ofAsil po Pokotradio programme in creating awareness of the implications of female circumcision among women in Kipkomo Sub-County; to determine the efficacy ofAsil po Pokotradio programme in changing beliefs and attitudes against female circumcision among women in Kipkomo Sub-County, and to evaluate theefficay ofAsil po Pokot radio programme in eradicating female circumcision among women in Kipkomo Sub-County. The two theories that informed this research were Agenda Setting byMcCombs &Shaw (1972) and the Knowledge Atitude and Practice Model by Schwartz (1976). To collect data, a household-based systematic random walk sampling method was employed, with a sample size of 391 women. Data collection involved the use of questionnaires, Key informant interviews (KII) and Focus Group Discussion (FGDs). Both quantitative and qualitative data were analysed. The significance of this study contributes to communication, media, and health, particularly in terms of new policies, research scholarships, and treatments. The findings indicated that agood number of women found satisfaction in the anti-female circumcision campaign as they provided valuable insights into the the practice by ending of the ‘cut’ in favour of the ’’Alternative rite of passage’', which aligns with the objectives of the stud. Thestudy recommends utilizing the Asil po Pokot radio programme and other existing forums such as; government NGOs, CBOs, Churches to providefree education to girls so that by the age of 18 years they are aware of their issues thus they can tmake informed decisions. The study shows that 87 % of the respondents are aware of female circumcision as a harmful practice, while 93% believed that ‘cut’ makes a woman complete or proud and 86% indicated willingness to subject their daughters to ‘’Alternative rite of passage.’’ Master's Project

2024-01-01T00:00:00Z OKINDA, Ibrahim Thomas https://repository.maseno.ac.ke/handle/123456789/5906 2023-12-18T17:25:13Z 2023-01-01T00:00:00Z

Influence of exposure to radio on women voters’ political participation in the 2013 general election in Kakamega County, Kenya OKINDA, Ibrahim Thomas An informed citizenry and effective political participation are key pillars of democracy. In developing democracies such as Kenya, radio is a major source of political news that serves as a key resource for women’s electoral participation. Despite women’s exposure to radio, through which they can access political news, their scope of political participation in Kakamega County is limited, which has marginalized this large population of the electorate in this area. In 2013, women constituted 50.6% of the 568,151 registered voters in Kakamega County, which has a higher female population than males in Kenya. As a county with high radio reach and listenership, there is a need to investigate the nexus between women voters’ exposure to radio and their political participation. Thus, the aim of this research was to examine the influence of exposure to radio on women voters’ political participation in the 2013 Kenya general election in Kakamega County. The specific objectives of the study were to: establish the direct effect of exposure to radio on women voters’ political participation; assess the mediating role of political knowledge in the correlation between women voters’ exposure to radio and political participation; determine the intervening effect of political attitudes on the influence of exposure to radio on women voters’ political participation; and examine the mediating role of the frequency of interpersonal political discussions in the correlation between women voters’ exposure to radio and political participation in the 2013 polls in Kakamega County. Guided by a conceptual framework anchored on political mobilization and uses and gratifications theories, the study variables were exposure to the radio as a predictor, political knowledge and attitudes and the frequency of interpersonal political discussions as mediators and political participation as an outcome variable. This study used an explanatory sequential mixed-methods research design. Multi-stage sampling and Yamane’s sample size formula were employed to select 400 of the 287,325 female voters in Kakamega County. Data were collected using a questionnaire, focus group discussions (FGDs) and document reviews. Quantitative data analyzed by SPSS version 21.0 and PROCESS Macro for SPSS version 3.2.01 using descriptive and inferential statistics are presented in tables and bar charts. Qualitative data from the FGDs was thematically analyzed and presented in narrative descriptions and verbatim quotes. The quantitative results established a statistically significant low positive correlation between women voters’ exposure to radio and political participation. This correlation was positively mediated by political knowledge. It was further determined that political interest and not internal political efficacy intervened in this relationship. The frequency of interpersonal political discussions played no mediating role in this correlation. These findings were corroborated and enriched by the qualitative results from the FGDs. The study concludes that the influence of exposure to radio on women voters’ political participation is both direct and indirect, with the latter pathway mediated by political knowledge and interest. The study recommends that radio stations continually broadcast civic, voter and political education programmes tailored to women voters’ information needs, schedules and political attitudes to promote their political participation throughout the country’s five-year electoral cycle. The results of this study may be used to develop national policies on broadcasting, media and information literacy in government efforts to promote women’s political participation in Kenya. The findings also provide insights that can enrich editorial policy guidelines and programming strategies for civic and voter education and election coverage on radio targeting women voters in Kenya.   PhD Theses

2023-01-01T00:00:00Z Bongo, David Ngoseywi https://repository.maseno.ac.ke/handle/123456789/5593 2022-12-20T14:39:12Z 2022-01-01T00:00:00Z

The role of community radio in the implementation of county development programs in Vihiga County, Kenya Bongo, David Ngoseywi The media is critical to the development process because it provides appropriate knowledge and effective communication tools necessary for influencing and modifying human attitudes and behavior. Media is a catalyst for social change and a necessary component of interventions aimed at achieving sustainable development. The inception of Counties in 2010 by the Constitution of Kenya has seen the establishments of county development programs, as counties have been seen as agents of development. Vihiga County has several community radios broadcasting in various local dialects aimed at sensitizing and informing the public on county development programs. Despite the development of community radio, it is not clear how the counties and community radios have collaborated to disseminate county development programs hence the need to assess whether these development programs are disseminated to the public through the community radio stations. This study investigated the role of community radio on the implementation of county development programs. Specifically, the study hoped to identify the role of radio programmes by the community radios on the implementation of county development programs in the Vihiga county. Secondly, to establish the role of audience involvement in community radio programmes on implementation of development in Vihiga County. Thirdly, to establish the challenges facing community radios and their effect on implementation of development programs in Vihiga County. This study was guided by the development communication theory and participatory communication theory. To understand the role of community radio stations, the study used a descriptive case design. Glenn Israel‘s sampling formula (1992) was used to calculate the sample size for the general public from a population of 33,654 and a multistage cluster sampling procedure was used to administer the questionnaires. Purposive sampling was used to sample three registered community radios in Vihiga county while twelve county government officers (CGOs) and six community radio staff (CRS) were sampled from populations of 118 and 60 respectively using 10% of Mugenda and Mugenda (2014) formula. Six CRS, two from each community radio were sampled purposively and interviewed. Additionally, twelve CGOs were sampled purposively and interviewed. Qualitative data was gathered through interviews, analyzed thematically and reported verbatim. Quantitative data was analyzed using tables and charts. Face and content validity of the instruments was ascertained through expert opinion. Reliability was ascertained through Cronbach‘s Alpha of 0.699 thus instruments were deemed reliable. The study revealed as follows; firstly, that there are community radios to which most of the people listened to (73.8%) and that most of the programmes aired were not on development (59.8%) and neither did the programmes sensitize people on county development (62.6%) nor did the CGOs use community radio to engage people on development (67.8%). Secondly, majority of the listeners were not involved in the radio programmes design (77.3%) and that the community radio stations occasionally communicated county development programs (50.2%). Third, majority of the respondents agreed that most community radios lacked financial support for airing local content (69.3%) and hire competent personnel (69.0%). The Study recommended that the county should design a framework of engagement with community radios through integrating communication via Community radios during programs implementation. The findings of the study may help County Government of Vihiga develop effective framework of engagement with community radios through development of policies. The study has provided data on the importance of community radios stations and their effectiveness in enhanced programs implementation.

2022-01-01T00:00:00Z MUMINA, Peninah Wanza https://repository.maseno.ac.ke/handle/123456789/1260 2019-01-29T13:32:44Z 2017-01-01T00:00:00Z

Perception of influence of the soap opera the legal wife on marriages in Kisumu city MUMINA, Peninah Wanza Television soap operas could have dominated and become the most popular genre in the local television networks despite the presence of other genres in the Kenyan media. It’s possible that the growing rate of broken marriage in Kisumu city could be due to the way marriage and married couples are portrayed in soap operas. There has been a lot of studies on soap operas and the influence they have on their audience in general. However the perception of influence of the soap opera The Legal Wife on marriages in Kisumu City has not been documented. This study analyzed the perception of influence of the soap opera The Legal Wife on marriage and it focused on married couples and how they are portrayed in the soap opera as compared to reality of Kenyan Marriages. The soap opera aired on KTN, weekdays from 6pm to 6.50pm with repeats weekdays from 9am to 9.50pm and it was the second most watched soap opera in 2015/2016. The broad objective was to determine the perception of influence of the soap opera The Legal Wife on marriage in Kisumu city. The specific objectives were; to examine the portrayal of marriage in television soap opera The Legal Wife, to determine the perception married couples in Kisumu City have towards the television soap opera The Legal Wife, and to assess whether the television soap opera The Legal Wife has influence on how married couples in Kisumu city perceive marriage in real life. This research was based on Albert Banduras Social learning theory and cultivation theory which states that human beings learn through observation of models such as television soap operas and may end up imitating the behaviour observed after long time exposure to these soap operas. This research adopted Analytical research design which focused on how and why things happen. The study comprised of 180 married couples whereby Krejcie and Morgan formula was used to determine the sample size of 123 married couples. Qualitative and quantitative data was obtained through questionnaires administered to married couples and interview with Kenya Television network program management who were selected through purposive sampling. Descriptive statistics were used to analyze quantitative data and thematic analysis was applied to analyze qualitative data. The study found that the content of the television soap opera The Legal Wife focused on problems faced in marriages such as infidelity, violence and betrayal. The perception shared was that married women were more likely to be influenced by the soap opera due to the repeated exposure to its content. It is recommended that local television programme managers should choose soap operas with positive portrayal of marriage or broadcast programmes produced in Kenya, by Kenyans containing Kenyan culture and values on marriage. In conclusion,it’ s suggested that film and broadcast policy makers should implement policies that encourage airing of programmes that discuss effects of infidelity such as HIV & AIDS, domestic violence, and other factors affecting marriages in Kenya. Masters' Thesis

2017-01-01T00:00:00Z OTIENO, Brian Ogembo https://repository.maseno.ac.ke/handle/123456789/1211 2019-01-28T06:24:10Z 2017-01-01T00:00:00Z

An evaluation of the determinants of effectiveness of Bilharzia awareness campaigns in Kisumu West sub-county, Kenya OTIENO, Brian Ogembo Schistosomiasis (Bilharzia), is a one of the major tropical diseases affecting many people in developing countries, and is considered the second most important human parasitic disease after malaria in terms of morbidity and mortality. The availability of effective and safe drugs for treatment has led to its use in the global implementation of mass drug administration (MDA), at the recommendation of World Health Organization. Despite many studies advocating the success of MDA programs for control, successes are often short-lived because of a variety of mitigating factors that include knowledge sharing with affected communities and effective communication. A study was conducted in Kisumu West Sub-County, Kenya, with the broad objective of evaluating the effectiveness of pre-study health information communication on bilharzia control, to the study community. Specifically the study sought to determine post study community perception on bilharzia and to identify and describe factors for acceptance of information provided during the health information campaigns in the study site. This was both a qualitative and quantitative study, adopting the health belief model which operates at the intrapersonal level and attempts to predict health related behaviour. The study population comprised 134 key informant respondents drawn from teachers of primary school teachers, parents’ school representatives, head of households, village elders, public health officers and local administration officers. A total of 25 interviews were conducted with16 primary school teachers, 8 parents’ representatives, 87 heads of households, 13 village elders, 1 public health officer, and 9 local administration officers. Teachers, local administration and parents’ representatives were purposively sampled and randomly selected from the schools and community. The questionnaire was pre-tested to ensure the validity and reliability of the results. Post study appreciation of MDA and the level of knowledge on bilharzia were low for a community that had just undergone MDA for five years, and who had undergone pre-study training. 56% of respondents found the educators very competent; a small section 4% of the respondents were unsure of competence of health educators. Only 27.7% of respondents saw MDA as necessary, while 30% of the respondents reported no knowledge of schistosomiasis. Strategies, like radio call-in sessions and involving health officers, church leaders, and village elders. However, some of the respondents still believe that religion and traditional doctors could cure bilharzia. Print and electronic media was reported as the main source of information 42.2%. 30% and 21% of the respondents who participated in the schistosomiasis campaign found it to be satisfactory and very satisfactory respectively. The involvement of church leaders and other key community decision makers in the campaign was found to be important. The study concluded that the effectiveness of awareness campaigns on bilharzia in Kisumu West Sub-County is commendable. The study recommends use of age specific materials on future bilharzia awareness campaigns. Masters' Thesis

2017-01-01T00:00:00Z ARWA, Joan Ogwang https://repository.maseno.ac.ke/handle/123456789/1208 2019-10-28T08:25:17Z 2017-01-01T00:00:00Z

The influence of employee communication on employee commitment at capital airtime limited in Kenya ARWA, Joan Ogwang Communication is linked to work commitment because they go hand in hand to form a solid business foundation best for organizational growth. Unlike most organizations that create structures in order to be able to understand their employees and what is important to them in relation to information about their jobs and the organization, CAT has no written communication strategy which could have led to lack of communication, under communication or miscommunication. Without proper communication it‟s possible that the organization could experience increased turnover, absenteeism, or dissatisfied customers. CAT has been in business for over 13years and geographically covers close to 35 counties in Kenya yet little had been done to improve the communication policy in order to curb the possible disadvantages of poor internal communication. The main objective of the study was to investigate the influence of employee communication on employee commitment at CAT. In order to achieve the above objective the study was guided by the following specific objectives: to identify the extent to which employees of CAT engage in communication with each other at the same level and different levels in the organization, to explore the various internal communication practices that influence employee behaviour at CAT and to determine whether internal communication can help predict employee commitment at CAT. Conceptually, this study was based on the systems theory which describes an organization as a set of parts or subsystems that interact within a boundary, and explains communication as the most important factor accounting for total behaviour of an organization, and that the dynamic of an organization can be best understood by understanding its systems of communication. The study adopted a descriptive research design using both primary and secondary data collection methods. The tool that was used is questionnaires. Yamane model was used on a study population of 131 employees from the selected regions of study. Data was obtained by sampling 98 participants from administrative department, security department , sales department and accounts department. Proportional stratified random sampling technique was used. Data was analyzed with the help of data analysis software namely SPSS version 20.0 and the outcomes of the analysis were presented using tables, pie charts and bar charts. Permission was sought from respective authorities in CAT to conduct the research and to objectively analyze data collected. Since employee communication matters in strengthening the existence of an organization, the research findings were expected to be beneficial to both scholars and researchers of communication, media studies, public relations and organization policy makers. According to the researchers findings it was concluded that if the organization highlights each individual‟s capability and contribution, provides opportunities for them to participate in decision making, and encourages them to be more involved in the organizational operations, then the employees will tend to commit at higher levels to the organization because they either want to or ought to do so. The researcher also recommended that CAT should develop a communication strategy. Masters' Thesis

2017-01-01T00:00:00Z OVIYO, Macdonald Libwege https://repository.maseno.ac.ke/handle/123456789/1130 2019-10-28T09:41:13Z 2017-01-01T00:00:00Z

An evaluation of moderators’ performance and perceptions on coverage of issues in 2013 presidential debate in Kenya by Citizen Television OVIYO, Macdonald Libwege This study evaluated performance of moderators and perceptions of viewers on coverage of issues in 2013 presidential debate in Kenya. A consortium of major media houses in Kenya organized the 2013 televised presidential debate as an avenue for evaluation of presidential candidates by the voters to enable them have a deeper understanding of each political contestant‟s knowledge on various issues and characters hence making a meaningful decision in March 4, 2013 general election. However, moderators received criticism for their performance and coverage of issues in 2013 presidential debate. The critics claimed that the debate was unbalanced and unfair. That the moderators focused on a few key issues facing Kenyans and the candidates were not given adequate opportunities to be assessed on the more pressing issues. Specific objectives of the study were: to assess the performance of moderators in the 2013 presidential debate in Kenya, to ascertain the extent to which political scandals were covered with regard to each presidential aspirant and to analyze the perceptions of viewers on coverage of issues in the 2013 presidential debate in Kenya. This study was guided by Agenda Setting theory by Mc combs & Shaw (1972) which postulate that mass media have the ability to transfer their salient issues on their news agenda to the public. The researcher used analytical research design. The population of study is journalists who were moderators in 2013 Kenyan presidential debate that was aired by Citizen Television and communication and journalism students who were drawn from Daystar University. The study used mixed sampling; Saturation and simple random sampling. Saturation sampling justifies the study of all elements. All four moderators who oversee debate were study and ten participants in FGD. Both quantitative and qualitative methods were used to collect data. Data was also analyzed by both quantitative and qualitative methods and presented in percentages and frequencies with assistance of SPSS computer software programme and narrative form respectively. The study found that Presidential candidates and issues received varied attention from the moderators. The moderator subjected candidates significantly on the same questions to stimulate variance among the candidates. The moderators held candidates accountable to their remarks and highlighted the truth. However it was minimal. The moderators did not manage to give candidates strictly two minutes to present their policies on issues as they had stated. The same level of scrutiny of scandals basing on the magnitude was not applied to all candidates. Moderators gave more coverage to scandals they consider to be very critical. The debates addressed national issues that concern citizens. Variation in coverage of issues, scandals and attention accorded to candidates indicated that television coverage of 2013 presidential debate in Kenya to certain extent was unbalanced. The outcome of this study may benefit the presidential debate steering committee as it highlights the strength and weakness of moderation of the 2013 presidential debate in Kenya that can be based on to improve future presidential debates. It can be instrumental to the researchers and academicians in the view of the fact that it will provoke more intellectual research in the findings. Furthermore, it is hoped that this study will enrich the body of knowledge as well as addressing the main shortfalls in existing literature on the moderation and issues coverage of the presidential debates. Masters' Thesis

2017-01-01T00:00:00Z