AN INVESTIGATION ON THE IMPACT OF SOCIAL MEDIA ON POLITICAL CAMPAIGN IN KENYA

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

It is evident that social media has an impact on world political campaigns. For many years the media evolution from print to radio, to TV and now online media has continued to influence mass opinions and perceptions. However, the emergence of social media sites such as Facebook, Twitter and YouTube has taken this very concept a step further, with some arguing that social media now shape the opinions, perception and actions of the majority whose opinions were previously shaped by information from traditional and mainstream media houses. Today’s web and the new media underpin the ability to create instant communication sensations. From Facebook, YouTube, Twitter, and a collection of blogs, a news statement can advance from zero to 20 million viewers overnight. The viral nature of this highly social, user driven environment enables complete strangers to connect over common beliefs, desires or interests and together create winners and losers.

Conceptually, Social media refers to online platforms, websites, and applications that enable individuals and groups to create, share, and interact with content in a digital, networked environment. These platforms allow users to connect, communicate, and engage with others through various forms of media, including text, images, videos, and links. Beyond that, it serves as a means of online communication and social interaction, enabling users to share information, express opinions, and connect with a wide range of people and organizations across the internet (Bradley, 2019). Some popular examples of social media platforms include Facebook, Twitter, Instagram, LinkedIn, and YouTube. These developments, coupled with increasing mobile phone penetration, were positioning Kenya as a hub for technological development. It is no surprise, therefore, that Kenyans became the most active users of Facebook in Africa, as well as the fourth most active users of Twitter in Africa, in just a few years.

In Kenya, however, social media use for political campaigns began more recently with the 2007 elections, and it was not until the 2013 elections that political candidates significantly used social media for political campaigns. Political campaign is an essential element of a democratic system. Elections are important because they allow citizens the freedom to actively participate in selecting their leaders(Adibe, K.N et al, 2017). Additionally, not only do elections give opportunities for participation in determining who will govern, but they also provide the legitimacy with which to govern.The winners of elections receive a general acceptance of their right to power. Ideally any election can give the winner power, but only a demonstrably democratic election will provide the legitimacy necessary to govern.

Further more, in Kenya, elections currently allow citizens to determine occupants of seats occasioned by the Constitution of Kenya promulgated in 2010. According to Bennett, W. (2017),  a devolved system of government serves as the foundation of the new constitution, necessitating the creation of new political positions . Also, not only do Kenyans elect candidates  for the pre-existing presidential and parliamentary seats, but also for the new gubernatorial, senatorial, women representative, and county seats. Therefore, a survey will be conducted in order to investigate on the impact of social media on political campaign in Kenya.

 1.2 Statement of the Problem

Undoubtedly, it is evident that social media have had a substantial impact on the democratic process. The advent of new technology has ushered in fresh communication channels (Marvin, 2018). The integration of social media into the realm of politics has introduced novel platforms for discourse and candidate profiling, serving as more direct conduits to reach voters (Petterson & Karlstrom, 2017). In conjunction, these new platforms have broadened the spectrum of political perspectives, providing numerous opportunities for engaged citizens to participate in political matters (Bucy & Gregson, 2018; Dahlberg, 2019).

Additionally, Kenya is witnessing the emergence of social media, as political candidates and campaign strategists are embracing social networking platforms such as Facebook and Twitter to connect with their supporters (Wasswa, 2017). There is anecdotal evidence suggesting that social media effectively mobilizes voters (Christopoulos, 2016). Also, social media has established a platform for questioning leaders, transforming the electorate from passive observers awaiting election day into an actively engaged audience (Bugalo, 2019). Further more, the utilization of social media in political campaigns is progressively gaining popularity.

Nevertheless, there remains a knowledge gap regarding whether this increased use of social media has a discernible impact on the outcomes of elections (Metzgar & Marrugi, 2019). Therefore, it is in the light of these that the study seeks to investigate on the impact of social media on political campaign in Kenya.

1.3  Objectives of the Study

The main purpose of this study is to  investigate on the impact of social media on political campaign in Kenya. Specifically, the study will;

1.        Determine the extent social media is adopted for political campaign in Kenya

2.        Identify the social media platforms utilized for the promotion of political campaign in Kenya.

3.        Ascertain the impact of social media in promoting political campaign in Kenya.

4.        Determine the effectiveness of social media in promoting political campaign in Kenya.

1.4 Research Questions

The following questions have been prepared for the study:

1.        To what extent is social media adopted for political campaigns in Kenya?

2.        Which social media platforms are commonly used for promoting political campaigns in Kenya?

3.        What is the impact of social media in promoting political campaigns in Kenya?

4.        How effective is social media in promoting political campaigns in Kenya?

1.5  Significant of the Study

An investigation on the impact of social media on political campaign in Kenya will be revealed to the government at various levels, policymaker, politicians, strategists, the electorate, election managers and  residents  in this study. It will additionally equip politicians with information necessary for building relationships for their future campaigns. Also,the political strategists be able to incorporate a social media communication strategy in their political campaigns.

Further more, the study will be revealed to the electorate as the information gathered will strengthen their levels of interaction and political participation processes.Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to an investigation on the impact of social media on political campaign in Kenya.

1.6 Scope of the study

The scope of this study is boarded on an investigation on the impact of social media on political campaign in Kenya. Theoretically, this study will determine the extent social media is adopted for political campaign in Kenya, identify the social media platforms utilized for the promotion of political campaign in Kenya, ascertain the impact of social media in promoting political campaign in Kenya and determine the effectiveness of social media in promoting political campaign in Kenya.

Geographically, the study will be delimited to people in Nairobi, Kenya.

1.7 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents.

In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed.

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.8 Definition of Terms

Social media:can be defined as web based services where users can create a public profile, create a list of users they are connected to, and access their own and other users’ list of contacts (Boyd & Ellison, 2017).

Political campaign: is an organized effort which seeks to influence the decision making progress within a specific group.