Media Strategies and the Growth of Kiswahili among Journalism Students in Kenyan Universities

Authors

  • Orleans Omusula Onindo Ph.D. Student, Department of Media Technology and Applied Communication, Jomo Kenyatta University of Agriculture and Technology (JKUAT)
  • Hellen K. Mberia Lecturer, Department of Media Technology and Applied Communication, Jomo Kenyatta University of Agriculture and Technology (JKUAT), Kenya
  • Ndeti Ndati Lecturer, School of Journalism, University of Nairobi (UoN), Kenya

DOI:

https://doi.org/10.47672/ajc.1715

Keywords:

Kiswahili Growth, Debates, Competitions and Rewards, Use of Experts, Number of Programs, Program Frequency and Program Placement.

Abstract

Purpose: This research traces the influence of strategies employed by the Kenyan media in their strive to realize the growth of Swahili language among the youth, specifically, university students studying journalism in Kenyan universities. The fundamental concerns that were on focus here were; debates, competitions and rewards, use of experts, number of programs, program  frequency and program placement and the way they have been used to improve Swahili language.

Methodology: The study used mixed method design to obtain qualitative and quantitative data. It targeted University students sampled from 4 public Universities in Nairobi County. A sample size of 327 students was used. Focus group discussions involving 32 FGDs participants were also involved. Four Swahili experts were interviewed to get expert opinion. Multi-stage sampling design was used to select the sample for the survey. This sampling technique was appropriate because the study sample was selected in stages using stratified random sampling and simple random sampling technique. Purposive sampling was used to collect qualitative data. The tools used to collect data were questionnaire for quantitative data, interview schedule for key informants and interview guide for focus group discussions. These were to help to assess the effect of the strategies employed by the media organizations in connection with airing Swahili programmes and if these strategies influence the growth of Kiswahili. The study triangulated quantitative and qualitative data to give results shared in this paper. Data was then analyzed    using SPSS (version 20) statistical program and presented using inferential statistics, descriptive, correlation regression and ANOVA analysis.

Findings: The study revealed that the strategies employed by the media indeed have significant effect on the growth of Kiswahili among the youth. For instance, majority of the respondents agreed that Swahili competition programs in media have made them develop positive attitude toward Kiswahili. Additionally, a majority of the respondents agreed that when experts are used in   presenting Swahili programmes it makes them use correct grammar. The study also noted that respondents agreed that an increase in number of discussion programs in Swahili have improved their Swahili vocabulary.

Unique Contribution to Theory, Practice and Policy: Media as an agent of language growth is known to employ certain strategies that play a big role in changing the youths' attitude towards Kiswahili language. Social learning theory, Behaviorist Theory of Language Development and Cultivation theory informed this study. Evidence from media programmes indicated that much has been done by both television and radio in form of strategies that have played a big role in promoting the language. These strategies are linked to the debates, rewards a well as the challenges that face the language growth. The study thus revealed that the strategies employed by the media indeed have significant effect on the growth of Kiswahili among the youth.  

Downloads

Download data is not yet available.

References

Baran, S. 2007. Introduction to Mass Communication: Media Literacy And Culture.5th ed. St. Louis: McGraw-Hill.

Biggam, J. (2011). Succeeding with Your Master's Dissertation: A Step-By-Step Handbook: A Step-by-Step Handbook 2 edition, Open University Press;

Campbell, O., Cleland J., Collumbien M., & Southwick K. (1999).Social Science Methods for Research on Reproductive Health. World Health Organization.

Cresswell, J.W. (2009). Reseach Design: Qualitative, Quantitative and mixed Methods Approaches.3rd edition. London: sage Publications

Cresswell, J.W. (2012). Qualitative Inquiry and Research Design Choosing Among five Approaches (3rd Ed.). London : Sage Publications.

Field, A. P. (2013). Discovering statistics using SPSS: and sex and drug and rock "˜n' (4th ed.) London: Sage.

Field, J., 2018) Introducing a comprehensive sensitivity analysis tool for meta-analytic reviews

SL List - 78th Annual Conference of the Academy of 2018

Fisher et al. (1983). Methodological Foundations for Public Policy Analysis: a Review Essay Retrieved 16 march 2017 from https://doi.org/10.1111/j.1541-0072.1983.tb00283.x

Gerbner, G. (1970, March). Cultural indicators: The case of violence in television drama. The Annals of the American Academy of Political and Social Science, 388, 69-81.

Hornik, R. & Mcanany, E.(2001). Communication Theory: Theories and Evidence: Mass Media Effects and Fertility Change, International Communication Association,

Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: a research paradigm whose time has come. Educational Researchers, 33, 14-26.

Kandagor, M.(2014). Juhudi za Vyombo vya Habari katika Kukuza na Kueneza Kiswahili Nchini Kenya Retrieved October 20, 2016 from http://www.ajol.info/index.php/kcl/article/view/90668

Kandagor, in Mbatia el al(2014): Ukuzaji wa Kiswahili; Dhima na Majukumu ya Asasi Mbalimbali, Focus Publishers LTD

Kathurima, N. W.( 2011.) Influence of Television viewing on Pre-school children's language performance in Municipality Zone of Meru County,University of Nairobi, Kenya

Kimaro, H. (2015). Uborongaji lugha katu hautakuwa burudani. Retrieved September 7,2016 from http://www.swahilihub.com/Blogu-NaUkumbi/HugholinKimaro/1325794-2592904-ymj9ejz/index.html

Kimega G. M,(2007) Retrieve August 18,2015 from http://www.geocities.ws/kimega2000/edu_programs.html Crystal Images Kenya,

Kombo, K. D. & Tromp, L.A. (2006). Proposal and thesis writing. Nairobi: Paulines Publications Africa.

Makewa ,L. N., Mwita, M.,& Ocharo Gilbert , (2014).Student and Educator Perceptions of Prevalence of Use, Attitude and Views about Sheng SpeakersInternational Journal of Academic Research in Business and Social Sciences June 2014, Vol. 4, No. 6 ISSN: 2222-6990 265 www.hrmars.com

McLeod, S (2016) Behaviorist Approach C:UsersAdministratorDesktopBehaviorism _ Simply Psychology.htm: Accessed 14/7/2017

Mdoe, S. (2011). Kiswahili Spicing up Broadcasting in Kenya Monday, June 6, 2011,Star Newspaper Monday, June 6, 2011 ). Retrieved June 6th 2015from http://www.the-star.co.ke/news/article-61351/kiswahili-spicing-broadcasting-kenya

Mohochi and Wairungu, Swahili website, Stanford University: Retrieved June 5, 2015 from http:/swahililanguage.stanford.edu/where%20swahili%20is%20spoken.html5/6/2015

Momanyi, C. (2009). The effects of Sheng in teaching Kiswahili in Kenyan Schools:The Journal of Pan African Studies, vol.2, no.8, March 2009

Muaka, L. (2011). Language Perceptions and Identity among Kenyan Speakers Winston Salem State University, North Carolina;Selected Proceedings of the 40th Annual Conference on African Linguistics:African Languages and Linguistics Today

Mugenda, O.M & Mugenda, A. G. (2003). Research Methods. Acts Press, Nairobi, Kenya

Mwaliwa, H, in Mbatia el al(2014): Ukuzaji wa Kiswahili; Dhima na Majukumu ya Asasi Mbalimbali, Focus Publishers LTD

Ndeta, (2008). The place of Swahili Language in Kenyan Media; Retrieved from

Nuguti, E.O. (2009). Understanding Project Monitoring and Evaluation. Nairobi: EKON Publishers.

Omondi, E. (2013) SOCIOLINGUISTIC CHANGE IN ELMOLO AS A DYING LANGUAGE Nairobi: University of Nairobi

Ongula, P. A. (1998). A handbook on Educational Research. New Kemit Publishers, Nairobi

Onyango, J .O. (2012). Issues in National Language Terminology development in Kenya, Swahili forum 12 (2005: 219- 234). Retrieved Jan 20, 2010 fromhttp://www.ntv.co.ke/News

Payne,N. (2014).Seven reasons to pay attention to the Swahili language. Retrieved May 20, 2015 http://www.howwemadeitinafrica.com/seven-reasons-to-pay-attention-to-the-swahili-language/36057/

Reinard, J. C., (2008). Introduction to Communication Research. 4th Edition. McGraw-Hill

Republic of Kenya. (1981). Second university: Report of the presidential working party (Mackay Report). Nairobi: Government Printer.

Riley (2011). Health behavior models in the age of mobile interventions: are our theories up to the task?Translational Behavioral Medicine, Volume 1, Issue 1, March 2011, Pages 53-71, https://doi.org/10.1007/s13142-011-0021-7

Samkange,W. ( 2015). EXAMINING SKINNER'S AND BANDURA'S IDEAS ON LANGUAGE ACQUISITION: IMPLICATIONS FOR THE TEACHER. GLOBAL JOURNAL AND ADVANCED RESEARCH, Vol-2, Issue-11 PP. 1858-1863 ISSN: 2394-5788 1859 SCHOLARLY PEER REVIEW PUBLISHING SYSTEM

Sampei, Y., & Aoyagi, M.(2008). Issues, and implications for Japan's national campaign to reduce greenhouse gas emissions:Social and Environmental Systems Division, National Institute for Environmental Studies, 16-2 Onogawa, Tsukuba, Ibaraki 305-8506, Japan Elsevier Ltd.

Severin, W. J., & Tankard, J. W. (2001). Communication Theories; Origin, Methods, and Uses in the Media; 5th Edition: Adison Wesley Longman

Timmamy, R. & Oduor,A. N. (2016).THE TREATMENT OF KISWAHILI IN KENYA'S EDUCATION SYSTEM ,The University of Nairobi Journal of Language and Linguistics, Vol. 5 (2016), 174-194

Wafula, W. (2011). Aljazeera to start Kiswahili channel in East Africa Center for International Media Assistance (CIMA): (BizCommunity.com). Retrieved July 30,2013Htpp://cima.ned.org/al-jazeera-start-kiswahili-channel-east-africa-

Whiteley, W I 969. Swahili The Rise of a National Language .London: Methuen.

Yin, R. K. (2006). Mixed methods research: are the methods genuinely integrated or merely parallel? Research in the Schools, 13, 41-47.

Downloads

Published

2023-12-27

How to Cite

Onindo, O. ., Mberia , H. ., & Ndati, N. . (2023). Media Strategies and the Growth of Kiswahili among Journalism Students in Kenyan Universities. American Journal of Communication, 5(2), 14–26. https://doi.org/10.47672/ajc.1715