2024, Vol. 5, Issue 2, Part A
Political messaging as communication strategy for university politics among undergraduate students on MMUST FM –Kenya
Author(s): Gabriel M Bombo, Dr. Emukule Emojong and Dr. Nancy Masasabi
Abstract: Purpose: The study aims to establish the use of political messaging as a communication strategy by undergraduate students for campus politics on MMUST FM.Methodology: The study used a cross-sectional mixed research design suitable for gathering data from a large group of subjects (undergraduate students) and comparing differences between groups (student leaders and political program producers). This design also helped in drawing inferences about how the quantitative results explain the qualitative results from different individuals simultaneously. The study employed a survey research design for the quantitative approach and a phenomenological research design for the qualitative approach.Findings: The study findings show that student leaders use political messaging more often than undergraduate students. However, the political messages broadcasted on MMUST FM do not focus on student concerns or highlight their issues on campus. It is suggested that political messages should address campus student issues. These results go against the democratic participant media theory (1987), which states that local users use local media to promote their local issues and needs. The study indicates that students only partially depend on the grassroots media platform (MMUST FM) to address their local political issues and needs.Implications to theory, practice and policy: Democratic participant media theory may support future studies examining the relationship between university radio and coverage of local issues and concerns affecting the campus student community. Additionally, universities operating university-based radio stations are encouraged to develop inclusive editorial policies that serve students' interests within universities.
Pages: 27-35 | Views: 206 | Downloads: 91
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How to cite this article:
Gabriel M Bombo, Dr. Emukule Emojong and Dr. Nancy Masasabi. Political messaging as communication strategy for university politics among undergraduate students on MMUST FM –Kenya. International Journal of Advanced Mass Communication and Journalism. 2024; 5(2): 27-35.
