THE CONVERGENCE OF CREATIVITY AND MARKETING: A CASE OF TWO SELECTED DRAMA PROGRAMS ON CITIZEN TV, KENYA MUHORO CATHERINE WAMUYU M66/22963/2012 A THESIS SUBMITTED IN FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTERS OF ARTS IN THE SCHOOL OF CREATIVE ARTS, FILM AND MEDIA STUDIES OF KENYATTA UNIVERSITY JULY 2018 DECLARATION This Thesis is my original work and has not been presented for a degree in any other University. Signature ……………………………. Date: ………………… MUHORO CATHERINE WAMUYU M66/22693/2012 SUPERVISORS This Thesis has been submitted for review with our approval as University Supervisors. Signature …………………………… Date ……………………… DR. JOHN MUGUBI Department of Film and Theatre Arts Signature …………………………….. Date ……………………….. DR. EMMANUEL SHIKUKU Department of film and theatre ii DEDICATION With love and lots of respect, I dedicate this work to my mother, Gladys Kirigo Muhoro and to my late father, Jeremiah Muhoro Mucemi who did all in their power to ensure that I got a sound education. Without you, I wouldn’t be where I am and I wouldn’t be who I am. To all my brothers, Maina, Muthungu, Muturi, the late Mbothua and Kamunyo for sometimes agreeing to disagree and still loving each other in our differences. To my beloved husband, Peter Nguku, for all the care, support and respect. It would have been hard to achieve this without your undying love and care. To my children Kimani, Wanja and Muhoro. Thank you for urging me on even when I thought I had reached the end of the road. To my six classmates at Kenyatta University, Mutakha, Judy, Manyara, Irungu, Mututa. It was fun being in an all adult class. iii ACKNOWLEGEMENTS First and foremost, I would like to thank the staff and Management of Kenyatta University for according me the opportunity to study at the University and for providing the necessary resources in pursuant of this Degree. I would also like to sincerely acknowledge the persons without whom this study would not have been successful. I would like to sincerely thank my two supervisors, Dr John Mugubi and Dr Emmanuel Shikuku for their intellectual input and support. It was never too early in the morning or too late at night to call my too supervisors, Dr Mugubi and Dr Shikuku, they were always ready to come to my aid. Thank you Dr Shikuku for the many Saturdays we went through this document and for the many computer short cuts you taught me and Dr Mugubi for spurring me on and always showing me that it was possible. I will always be grateful. To the two secretaries in the department of Film and Theatre Arts, Esther and Veronica, for your prompt communication and support. Secondly, I would like thank George Wamwea, for his assistance, particularly in shaping chapter 3 and coding the data and analyzing it through SPSS. I will always be grateful to you for taking time to read and re read this document to ensure that it was free of errors and for teaching me so much about methodology. I would like to acknowledge the Royal Media Services fraternity for their support during this study. In a special way I would like to sincerely thank Ngige Ngugi, the iv producer/director of Inspekta Mwala, Naomi Kamau, the producer/scriptwriter for Machachari, all the participants in the study from the production, sales and marketing department and the Management for allowing me to conduct this study at Royal Media Services especially Latifah Ngunjiri for granting me permission. Ngige and Naomi, thank you very much for everything you did to make this study a success. I would also like to thank my research assistant, Juliet Muthoga, for ensuring that all the questionnaires were administered and delivered back for analysis. And for your constant calls to check if all was well. To Faith Nyaga for reading some books aloud so that my eyes could take a break. I’ll be forever grateful. To Patrick Oketch for all the books you loaned me. To Joseph Ochieng for borrowing books on my behalf and being there whenever I needed something from either Kenyatta University or at the cyber café. To all those who assisted in one way or the other, even if it is photocopying, I acknowledge your support. Lastly, I would like to thank God for his care and for being there before, during and will be there even after this study. I pray that you guard and guide all those who contributed to this study even if they are not mentioned here. v TABLE OF CONTENT DECLARATION.......................................................................................................... ii DEDICATION ........................................................................................................................ iii ACKNOWLEGEMENTS ...................................................................................................... iv TABLE OF CONTENT .............................................................................................. vi LIST OF TABLES ...................................................................................................... ix LIST OF FIGURES ..................................................................................................... x OPERATIONAL DEFINITION OF TERMS............................................................ xi ABBREVIATIONS/ ACRONYMS ........................................................................... xii ABSTRACT .............................................................................................................. xiii CHAPTER ONE .......................................................................................................... 1 INTRODUCTION ........................................................................................................ 1 1.1 Background to the Study .......................................................................................... 1 1.2 Statement of the Problem ......................................................................................... 4 1.3 Objectives of the study ............................................................................................. 5 1.4 Research questions ................................................................................................... 5 1.5 Research Assumption ............................................................................................... 5 1.6 Significance of the Study .......................................................................................... 6 1.7 Scope of the study .................................................................................................... 7 CHAPTER TWO ......................................................................................................... 8 REVIEW OF RELATED LITERATURE .................................................................. 8 2.1 Introduction .............................................................................................................. 8 2.2 Creative Strategies employed in the productions. ...................................................... 8 2.3 Audience responsiveness and perception of the creative strategies .......................... 12 2.4 Possible ways of intersection between creativity and marketing. ............................. 15 2.5 Theoretical Framework ........................................................................................ 25 2.5.1 Formalist Film Theory ......................................................................................... 25 2.5.2 Social Marketing Theory ..................................................................................... 27 2.5.3 Conclusion .......................................................................................................... 31 CHAPTER THREE ................................................................................................... 33 METHODOLOGY..................................................................................................... 33 vi 3.1 Introduction ............................................................................................................ 33 3.2 Research Design ..................................................................................................... 33 3.3 Research Site .......................................................................................................... 34 3.4 Target Population. .................................................................................................. 34 3.5 Sampling Techniques and sample size .................................................................... 35 3.6 Research Instruments ............................................................................................. 37 3.7 Data collection Procedure/techniques ..................................................................... 40 3.8 Data Analysis and presentation ............................................................................... 40 3.9 Ethical Considerations ............................................................................................ 41 3.10Conclusion ............................................................................................................ 41 CHAPTER FOUR ...................................................................................................... 42 DATA ANALYSIS, INTERPRETATION AND DISCUSSIONS ............................ 42 4.1 Introduction ............................................................................................................ 42 4.2.4 Setting ................................................................................................................