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Agricultural Society of Kenya Shows As a Strategic Communication Platform in Agricultural Development

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Agricultural Society of Kenya Shows As a Strategic Communication Platform in Agricultural Development AGRICULTURAL SOCIETY OF KENYA SHOWS AS A STRATEGIC COMMUNICATION PLATFORM IN AGRICULTURAL DEVELOPMENT BELDINAH BELLA GWADA A PROJECT SUBMITTED TO THE SCHOOL OF JOURNALISM IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF DEGREE OF MASTER OF COMMUNICATION STUDIES, UNIVERSITY OF NAIROBI 2020 DECLARATION This project is my original work and has not been presented anywhere to the best of my knowledge. No part of this report may be reproduced without the prior permission of the author. Signature Date - 18/11/2020 BELDINAH BELLA GWADA ADM NO: K50/6940/2017 This project has been submitted with my approval as the university supervisor. Signature Date…18/11/2020……… PROF. WAMBUI KIAI ii DEDICATION This project is dedicated to my mother, Margaret Gwada. Thank you for always believing in me and for your constant prayers. Thank you for pushing me to do my masters. I would not be who I am today without you. I am also sincerely grateful for your moral, emotional and financial support throughout this whole journey. You have not only been a loving mother to me but a mentor as well. You have shown me that it is indeed possible to follow your dreams. I am eternally grateful. May God continue blessing you and shining his light towards you. iii ACKNOWLEDGEMENT I am grateful to God for giving me the wisdom, grace and self-discipline to be able to complete this project. I also want to express my heartfelt sincere appreciation to Prof. Wambui Kiai, my research supervisor. Thank you so much for your kind remarks, positive critique and guidance throughout this whole process of developing this project. Thank you for holding my hand and for constantly being there for me. Thank you for also not giving up on me. I feel so blessed that you were my supervisor. I wish to also thank the University of Nairobi for granting me the chance to undertake my Masters, the University students and staff for the support, and encouragement during the course of studies. On top of that, I wish to thank the Agricultural Society of Kenya Management and staff for their support. I especially want to thank the Society Chief Executive, Mr. Batram Muthoka, for believing in me and for allowing me to leave work early in order to attend my classes. I am truly grateful. Lastly, to my family and friends, I wish to sincerely express my appreciation to you for the continued support. May God Bless You. iv TABLE OF CONTENTS DECLARATION............................................................................................................... ii DEDICATION.................................................................................................................. iii ACKNOWLEDGEMENT ............................................................................................... iv LIST OF TABLES ......................................................................................................... viii LIST OF FIGURES ......................................................................................................... ix LIST OF ABBREVIATIONS AND ACRONYMS ........................................................ x ABSTRACT ...................................................................................................................... xi CHAPTER ONE: INTRODUCTION ............................................................................. 1 1.0 Overview .................................................................................................................. 1 1.1 Introduction .......................................................................................................... 1 1.1.1 Strategic communication .............................................................................. 4 1.1.2 Agricultural Shows........................................................................................ 5 1.1.3 Agricultural Society of Kenya ....................................................................... 7 1.2 Statement of the Problem ..................................................................................... 8 1.3 Research Objectives ............................................................................................. 9 1.3.1 General Objective ......................................................................................... 9 1.3.2 Specific Objectives ........................................................................................ 9 1.4 Research Questions ............................................................................................ 10 1.5 Significance of the Study ................................................................................... 10 1.6 Rationale of the study ......................................................................................... 10 1.7 Scope of the Study.............................................................................................. 11 1.8 Limitations of the Study ..................................................................................... 11 1.9 Operational definitions ....................................................................................... 12 CHAPTER TWO: LITERATURE REVIEW .............................................................. 13 2.0 Introduction ........................................................................................................ 13 2.1 Overview of Agriculture ......................................................................................... 13 2.1.1 Agriculture Globally ................................................................................... 13 2.1.2 Agriculture in Africa ................................................................................... 14 2.1.3 Agriculture in Kenya ................................................................................... 15 2.2 Role of Agricultural Communication in Disseminating Information on Innovation and Technologies ........................................................................................ 16 2.3 Strategic Communication and Agriculture Exhibitions ..................................... 18 2.4 Integrated Marketing Communications .............................................................. 20 2.5 Agricultural Shows as a Strategic Communication Platform............................. 21 v 2.6 Agricultural Communication in Knowledge Transfer on Opportunities in Agriculture .................................................................................................................... 24 2.7 Role of Agricultural communication in Agricultural clinics ............................. 28 2.8 Agriculture and Rural Economy ........................................................................ 31 2.9 Theoretical Review ............................................................................................ 32 2.9.1 The Hierarchy of effects Theory ................................................................. 32 2.9.2 Attention, Interest, Desire, and Action (AIDA) theory ................................ 34 CHAPTER THREE: RESEARCH METHODOLOGY ............................................. 36 3.1 Overview ............................................................................................................ 36 3.1 Research Design ................................................................................................. 36 3.2 Site of the Study ................................................................................................. 36 3.3 Study Population ................................................................................................ 37 3.4 Sample Technique and Sample Size .................................................................. 38 3.5 Pre Test ............................................................................................................... 38 3.6 Data Collection ................................................................................................... 39 3.6.1 Reliability .................................................................................................... 39 3.6.2 Validity ....................................................................................................... 40 3.7 Data Analysis and Presentation .......................................................................... 40 3.8 Ethical Consideration in the Research ............................................................... 40 CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION ..................................... 42 4.0 Overview ............................................................................................................ 42 4.1 Response Rate .................................................................................................... 42 4.2 Reliability Test Results ...................................................................................... 43 4.3 Validity Results .................................................................................................. 44 4.4 Background Information .................................................................................... 44 4.4.1 Gender......................................................................................................... 44 4.4.2 Age .............................................................................................................. 44 4.4.3 Level of Education ...................................................................................... 45 4.4.4 Job Position ................................................................................................
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