Daystar University Repository ROLE OF MASS MEDIA CAMPAIGNS IN UPTAKE OF GOVERNMENT EMPOWERMENT PROGRAMS BY WOMEN: THE CASE OF UWEZO FUND by Lucy Kawira Githinji A thesis presented to the School of Communication of Daystar University Nairobi, Kenya In partial fulfilment of the requirements for the degree of MASTER OF ARTS in Communication September 2020 Library Archives Copy Daystar University Repository APPROVAL ROLE OF MASS MEDIA CAMPAIGNS IN UPTAKE OF GOVERNMENT EMPOWERMENT PROGRAMS BY WOMEN: THE CASE OF UWEZO FUND by Lucy Kawira Githinji 14-1184 In accordance with Daystar University policies, this thesis is accepted in partial fulfilment of requirements for the degree of Master of Arts in Communication. Date: _____________________________ ____________________ Julia Kagunda, PhD, 1st Supervisor _________________________ ____________________ Ruth Owino, MA, 2nd Supervisor _____________________________ ____________________ Kinya Mwithia, PhD, HOD, Strategic and Organizational Communication ____________________________ ____________________ Levi Obonyo, PhD, Dean, School of Communication ii Library Archives Copy Daystar University Repository Copyright © Lucy Kawira Githinji2020 iii Library Archives Copy Daystar University Repository DECLARATION ROLE OF MASS MEDIA CAMPAIGNS IN UPTAKE OF GOVERNMENT EMPOWERMENT PROGRAMS BY WOMEN: THE CASE OF UWEZO FUND I declare that this thesis is my original work and has not been submitted to any other college or university for academic credit Signed: ____________________________ Date: ________________ Lucy Kawira Githinji 14-1184 iv Library Archives Copy Daystar University Repository ACKNOWLEDGEMENTS I acknowledge the help the Almighty God has accorded me so far. I thank my supervisors; Dr. Julia Kagunda and Ms. Ruth Owino for their continued encouragement, guidance and sincere support. I take note of the invaluable support of my classmates who have encouraged me along the way. I thank my employer, the Ministry of Foreign Affairs for always believing in me and giving me time off to do my studies. Last but not the least, I thank my family and my adorable children; Alexia Mwende and Luis Musau, I greatly value their love and support as they have always been there for me. Their moral support in this research journey has made me come this far. v Library Archives Copy Daystar University Repository TABLE OF CONTENTS APPROVAL .................................................................................................................. ii DECLARATION .......................................................................................................... iv ACKNOWLEDGEMENTS ........................................................................................... v TABLE OF CONTENTS .............................................................................................. vi LIST OF TABLES ...................................................................................................... viii LIST OF FIGURES ...................................................................................................... ix ABSTRACT .................................................................................................................. xi CHAPTER ONE ............................................................................................................ 1 INTRODUCTION AND BACKGROUND TO THE STUDY ..................................... 1 Introduction ................................................................................................................ 1 Background to the Study ............................................................................................ 3 Problem Statement ..................................................................................................... 6 Purpose of the Study .................................................................................................. 7 Objectives of the Study .............................................................................................. 8 Research Questions .................................................................................................... 8 Rationale of the Study ................................................................................................ 8 Significance of the Study ........................................................................................... 9 Assumptions of the Study ........................................................................................ 10 Scope of Study ......................................................................................................... 10 Limitations and Delimitations of the Study ............................................................. 10 Definition of Terms.................................................................................................. 11 Summary .................................................................................................................. 12 CHAPTER TWO ......................................................................................................... 13 LITERATURE REVIEW ............................................................................................ 13 Introduction .............................................................................................................. 13 Theoretical Framework ............................................................................................ 13 General Literature Review ....................................................................................... 18 Empirical Literature Review .................................................................................... 35 Conceptual Framework ............................................................................................ 39 Summary .................................................................................................................. 41 CHAPTER THREE ..................................................................................................... 42 RESEARCH METHODOLOGY ................................................................................ 42 Introduction .............................................................................................................. 42 Research Design....................................................................................................... 43 Target Population ..................................................................................................... 43 Sample Size .............................................................................................................. 44 Sampling Technique ................................................................................................ 45 Data Collection Instruments .................................................................................... 45 Data Collection Procedures ...................................................................................... 46 Pretesting.................................................................................................................. 47 Ethical Considerations ............................................................................................. 47 Summary .................................................................................................................. 48 CHAPTER FOUR ........................................................................................................ 49 DATA PRESENTATION, ANALYSIS, AND INTERPRETATION ........................ 49 Introduction .............................................................................................................. 49 vi Library Archives Copy Daystar University Repository Analysis and Interpretation ...................................................................................... 51 Summary of the Key Findings ................................................................................. 76 Summary .................................................................................................................. 78 CHAPTER FIVE ......................................................................................................... 79 DISCUSSIONS, CONCLUSIONS, AND RECOMMENDATIONS ......................... 79 Introduction .............................................................................................................. 79 Discussion of Key Findings ..................................................................................... 79 Conclusions .............................................................................................................. 83 Recommendations .................................................................................................... 84 Suggestions for Future Research ............................................................................. 85 REFERENCES ............................................................................................................ 86 APPENDICES ............................................................................................................. 95 Appendix I: FGD Protocol ....................................................................................... 95 Appendix II: Informed Consent Letter .................................................................... 96 Appendix III: List of Women Self-Help Groups ..................................................... 98 Appendix IV: Ethical Clearance Report ...............................................................