EFFECTS OF MESSAGES THROUGH RAMOGI FM VERNACULAR RADIO STATION DURING THE PRESIDENTIAL ELECTIONS IN KISUMU COUNTY, KENYA

Abstract

Messages play a critical role in communication. The effectiveness of communication is largely determined
by how the message is packed and sent to the audience. The speedy growth in the vernacular broadcast media sector in Kenya has been applauded as significant in the social and economic change of the rural societies. Vernacular radio stations and more so Ramogi FM vernacular radio station have been in the past implicated for endorsing agendas for discussions and providing a stage for presidential analysis. However, the
effects of these messages through Ramogi FM vernacular radio station during the presidential elections still
remains doubtful. The objective of this study was to investigate the effects of messages through Ramogi FM
vernacular radio station during the 2007, 2012 and 2017 presidential elections in Kisumu County which has
been prone to presidential conflicts. This study was conducted in Kisumu County, Kenya, as one of the
Counties greatly affected by conflicts in 2007, 2012 and 2017 presidential elections. The study was guided
by agenda setting theory, media theory and gratification theory. A mixed method research design was used
with quantitative and qualitative data applied for analyses. Target population comprised of 1,224,524 residents within Kisumu County. Stratified sampling, simple random sampling and purposive sampling were
used to select a sample size of 384 respondents for both qualitative and quantitative data. Questionnaires;
interview schedules; focused group discussions; and, document analysis were used for data collection. The
study found out that despite the media airing their news freely, they were gagged. The utterances of social
actors were not monitored and this was a recipe for chaotic outcomes. The study concluded that Ramogi FM
vernacular radio played an important role in calming tension and promoting dialogue among residents of
Kisumu County. The study recommends that social actors be held accountable for fuelling negative messages during elections. And also need to train residents on the importance of peaceful co-existence amongst
themselves.