CENTER CONTROLLED MEDIA AS A DEVELOPMENT VEHICLE: A CASE STUDY OF TELEVISION AND RADIO IN KENYA BY Njeri Muhoro A PROJECT PAPER SUBMITTED TO THE BOARD OF POSTGRADUATE STUDIES UNIVERSITY OF NAIROBI IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE MASTER OF ARTS IN DEVELOPMENT STUDIES, UNIVERSITY OF NAIROBI, Institute For Development Studies Po Box 30197 Nairobi March 2003. DECLARATION This Research Paper is my original work and has not been submitted for examination in any other University. Muhoro, Njeri M i This Research Paper has been submitted for Examination with our approval as University' Supervisors, Prof. Njuguna Nge’the: Dr. Robinson M. Ocharo: University of Nairobi March 2003 I For Mary Wanjiku, My mother, counsellor, Educator and friend And for Peter Moses Kuria, who was relentless in the question when are you going back to school? n ACKNOWLEDGEMENTS I wish to thank my supervisors, Prof. Njuguna Ng'ethe and Dr. Robinson Ocharo, for their commitment, wise words of counsel and direction. I thank the University of Nairobi for granting me study leave to enable me pursue the course and complete it. Wycliffe John Asilla, Joyce Mogere, Ken Ojwang, Alexina Nyakoe. and Phyllis Ngure, my colleagues in the office were very supportive Junior Agunda Owino and Esther Munguti collected much of the data. Thank you for your commitment. My classmates played a role in ensuring that I kept my nose to the grindstone. I thank them for the laughter, joys and pain. 1 thank Wambui Kiai, Susan Karimi, Charles Muguku, Sam Wanjohi Kiiru, Joan Simba, Alfred and Joyce Nyairo, Kimani Aaron and Jesse Gichuru. I remain indebted to you! 1 thank you all iii T a b le o f C o n te n ts Unit Content Page 1.0 Chapter One: INTRODUCTION AND BACKGROUND.................... 1 1.1 Introduction................................................................................... 1 1.1.1 Background.................................................................................................... 3 1.2 Kenya's Development Strategy, Communication and the Mass M edia...... 5 1.2.1 Kenya's Development Strategies................................................................. 5 1.2.2 Perceived Role of Communication and the Media....................................... 10 1.2.3 The Issue of Central Control ....................................................................... 14 2.0 Chapter Two: PROBLEM STATEMENT, STUDY OBJECTIVES 18 AND METHODOLOGY........................................................................... 2.1 Problem Statement........................................................................................ 18 2.2 Research Questions........................................................................................ 21 2.3 Study Objectives and Working Argument................................................... 21 2.4 Scope and Limitations................................................................................... 22 2.5 Methodology.................................................................................................. 23 2.5.1 Types and Sources of Data............................................................................ 23 2.5.2 Selection of Data Sources.............................................................................. 24 2.5.3 Data Collection and Analysis....................................................................... 25 3.0 Chapter Three: LITERATURE REVIEW.............................................. 28 3.1 Mass Media and Society.............................................................................. 28 3.2 Communication and Development.............................................................. 33 3.3 Pluralist and Critical Models...................................................................... 37 3.4 The Models and their Kenyan Application................................................. 39 4.0 Chapter Four: DATA PRESENTATION............................................ 40 4.1 Introduction................................................................................................ 40 4.2 Major Themes Isolated......................................................................... 41 4.3 Comparative Analysis of Themes.............................................................. 44 4.4 Thematic References.......................................................... "....................... 48 4.5 Thematic References-Comparative Analysis............................................... 50 IV 4.6 Local Production Vs Foreign Import........................................................... 53 4.7 Audience Preferences (Rural and 57 Urban)....................................................... 4.8 Story Origination.......................................................................................... 64 5.0 Chapter Five: THE MEDIA AND DEVELOPMENT: GENERAL 67 DISCUSSION AND CASE STUDIES.................................................. 5.1 Agenda Setting.............................................................................................. 67 5.2 Promise Without Delivery........................................................................... 71 5.3 Prominence of Development........................................................................ 72 5.4 Participation.................................................................................................. 75 5.5 Reach............................................................................................................. 76 5.6 Access............................................................................................................ 77 5.7 Ownership.................................................................................................. 80 5.8 Relevance...................................................................................................... 80 5.9 Timing Schedule.......................................................................................... 84 5.10 Success/Failure of Development.............................................................. 85 5.11 Censorship/Control Issues.......................................................................... 87 6.0 C hapter Six: CONCLUSIONS AND RECOMMENDATIONS.......... 92 6.1 Summary of Findings.................................................................................... 92 6.2 Issues of Central Control.............................................................................. 95 6.3 Model Application...................................................................................... 96 6.4 Recommended Methods of Study............................................................... 99 6.5 Further Research........................................................................................... 100 6.6 Policy Issues................................................................................................ 101 6.7 Contribution to Development Studies....................................................... 102 6.8 The Way Forward....................................................................................... 104 6.9 Postscript.................................................................................................... 105 7 REFERENCES........................................................................................... 106 8 APPENDICES............................................................................................ 113 V CHAPTER ONE INTRODUCTION AND BACKGROUND 1.1 Introduction This is a study of the role of the media as a development vehicle, and specifically within an environment in which the centre controls key institutions. The centre here is meant the political, commercial and legal inhibitions posed by government as well as commercial interests of proprietors and the ruling elite. Kenya has gone through very significant political changes from the monolithic one party state to a multiparty system. The role of the media under a monolithic one party system and under the multi party system has been confusing. The growth of the sector and its diversity is seen as seriously compromised by the political controls and the state and party ownership of various critical channels of communication. These kinds of political interferences and control have tended to reduce the effective functional roles of the media as a watchdog on behalf of the majority who do not belong to the ruling elite. The media, it is believed, must in this era of political changes and beyond, take its place in various development processes in Kenya. The media must be seen to be serving the ends of development. The role of the media in development is summarized by Ansah 1992 who argues that: communication is first and foremost a bridge building exercise, the foundation of which is trust in peoples’ own ability to cope. People’s participation is not something, which can be mobilized and created from the outside. It is based on people's right to decide for themselves. The main argument of this study then, is that, there is a critical link between communication and development of the people. If we accept that the direct participation of the people is essential to their own development, then we must also recognize that such participation will not be possible if people are denied the means to express themselves, to exchange ideas and knowledge on their experiences. If they cannot openly learn what is going on in their own country, in their region or in the rest of the world, if they cannot openly and freely discuss and formulate