Media impact on the 2005 Kenyan referendum: case study standard media group

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Kampala International University.College of Humanities and social science
The study covers the results of the findings about the impact of the media on the Kenyan referendum, which was carried out on 21 st November 2005. It covers the period ranging from 2004 to 2005. The research findings were guided by a set of research objectives and questions, both of which were set to assess the role the media played during the process, the problems they faced and other key players and their contribution to the process. The study conducted was based on a sample size of 30, which was selected randomly and conveniently. The population size included members from the media houses, administration and journalists from Standard Media Group, government and the general public. The media was charged with a number of tasks, which included providing information about the process, covering and reporting on the process stage by stage, promoting debates and exchanges on the various media and breaking down the complicated aspects of the referendum. They however faced a number of set backs such as balancing their reports, they were accused of biased coverage, were at times caught up in campaign violence, faced travel expenses and shortage of man power. The media had a key role of disseminating information about the entire process, a task they did not abandon even during the most trying times. Their contribution goes down in history for having influenced the populace towards making an informed choice during the November 21st referendum.
Dissertation submitted to the Faculty of Social Sciences in partial fulfilment for the award of bachelors degree of Mass Communication of Kampala International University.
Media, Impact, Kenyan, Referendum