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A Case of Kiambaa Constituency, Kiambu County

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A Case of Kiambaa Constituency, Kiambu County ADVERTISING AND BEHAVIOUR CHANGE IN MARRIED WOMEN: A CASE OF KIAMBAA CONSTITUENCY, KIAMBU COUNTY BY JANE NJOKI MAKIMII K50/63841/2010 A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A MASTER OF ARTS DEGREE IN COMMUNICATION STUDIES, SCHOOL OF JOURNALISM AND MASS COMMUNICATION, UNIVERSITY OF NAIROBI OCTOBER 2014 DECLARATION STUDENT’S DECLARATION This research project is my original work and has not been presented for a degree at any other university. Signed ……………………………………… Date …………………….. Jane Njoki Makimii K50/63841/2010 SUPERVISOR’S DECLARATION This research project has been submitted for examination with my approval as the candidate‘s University Supervisor. Signed ……………………………………… Date………………………………. Dr. Hezron Mogambi School of Journalism, University of Nairobi. ii DEDICATION This study is dedicated to my dad and mum who taught me to have unquenchable thirst for knowledge. iii ACKNOWLEDGEMENT I would like to acknowledge the support of my research supervisor Dr. Hezron Mogambi who not only offered his insightful advice, thoughtful comment and constructive criticism, which have contributed immensely in compiling this project. I‘m also indebted to my entire family for their tireless prayers and encouragement. iv ABSTRACT Advertisements use female body as medium to persuade an audience to purchase products and are convincing and motivating tools which can purchase products with a huge potential of leaving a deep impact on the minds of the viewers and play a major role in molding the culture and attitude of the people. Advertisement is a form of communication has a potential changing behavior. This study sought aimed at investigating the relationship between advertising and behaviour change a case of married women in Nairobi County. The study adopted a descriptive survey research design that uses both qualitative and quantitative approach on a target population of married women in Nairobi. The study used a cluster of four locations within the County and came up with 40 respondents; 10 from each location. Thus, two stage cluster sampling technique was used. The data was collected using questionnaires. The data was analyzed using descriptive statistics such as frequency, percentages, mean and standard deviation. Qualitative technique was done using thematic content analysis. The findings revealed that advertisement portray married women as: completely passive; inert decoration; stupid or incompetent; dependent on men; decorative or sex objects; and not involved in making major decisions while men are seen as the dominant figures. Advertisement make women use any means to acquire advertised product including earning more money and taking loans beyond their repayment capacity. It also leads to decreased integrity and self confidence of married women. Advertisement further make women compare their own attractiveness and bodies with media, be submissive and dress provocatively, including heightened sense of anxiety and a negative self-image. v TABLE OF CONTENTS DECLARATION ................................................................................................................ ii DEDICATION ................................................................................................................... iii ACKNOWLEDGEMENT ................................................................................................ iv ABSTRACT ......................................................................................................................... v LIST OF TABLES ........................................................................................................... viii LIST OF FIGURES ........................................................................................................... ix CHAPTER ONE: INTRODUCTION ............................................................................... 1 1.1 Background to the Study ................................................................................................ 1 1.1.1 The Concept of Advertising and Behaviour Change ........................................... 4 1.1.2 Advertising in Kenya ........................................................................................... 6 1.2 Statement of the Problem ............................................................................................... 7 1.3 Objective of the Study .................................................................................................. 10 1.3.1 General Objective of the Study ......................................................................... 10 1.3.2 Specific Objective of the Study ......................................................................... 10 1.4 Research Questions ...................................................................................................... 11 1.5 Justification of the Study .............................................................................................. 11 1.6 Scope of the Study ........................................................................................................ 12 1.7 Limitations of the Study ............................................................................................... 12 CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAMEWORK ................................................................................................................. 13 2.1 Introduction of Literature Review ................................................................................ 13 2.2 Theoretical framework ................................................................................................. 14 2.3 Advertising Effects ....................................................................................................... 15 2.4 Attitudes towards Television Advertising .................................................................... 17 2.5 Advertising and Change in Attitudes ........................................................................... 19 2.6 Behaviour Change ......................................................................................................... 20 2.7 Advertising and Behaviour Change ............................................................................. 22 vi CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY ...................... 24 3.1 Research Design ........................................................................................................... 24 3.2 Target Population ......................................................................................................... 24 3.3 Sampling Technique ..................................................................................................... 24 3.4 Sample Size .................................................................................................................. 25 3.5 Data Collection Instruments ......................................................................................... 25 3.6 Validity and Reliability of Research Instruments ........................................................ 25 3.6.1 Reliability .......................................................................................................... 25 3.6.2 Validity .............................................................................................................. 25 3.7 Data Analysis ............................................................................................................... 26 3.8 Ethical Consideration ................................................................................................... 26 CHAPTER FOUR:DATA FINDINGS, ANALYSIS AND PRESENTATION ........... 27 4.1 Introduction .................................................................................................................. 27 4.2 Demographic Information ............................................................................................ 27 4.3 Advertisements Encourage Women To Change Behaviour ......................................... 28 4.4 Advertisements Influence on Married Women Behavior ............................................. 31 4.5 Married Women Portrayed As Passive In Ads, Placing Them In Roles Subordinate To Men ..................................................................................................................................... 34 4.6 Advertisements Depict Married Women As Inferior To Men In Cognitive Ability .... 35 CHAPTER FIVE: DISCUSSIONS, CONCLUSION AND RECOMMENDATIONS38 5.1 Introduction .................................................................................................................. 38 5.2 Conclusions .................................................................................................................. 38 5.3 Recommendations ........................................................................................................ 39 5.4 Areas for Further Research ........................................................................................... 40 REFERENCES .................................................................................................................. 41 Appendices ......................................................................................................................... 48 Appendix I: Questionnaire ................................................................................................. 48 vii LIST OF TABLES Table 4.1: Age of Respondent ...........................................................................................
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