By James Wakahiu
Nation Media Group chief executive officer, Stephen Gitagama, says the media has a central role to play by remaining neutral and objective, given that most Kenyans rely on media for credible information and to make informed decisions as elections loom.
Speaking during the second international conference on peace and justice held in Thika town last week, Gitagama said the media has an obligation to drive issue-based campaigns and act as the election watchdog.
“For citizens to make well-informed decisions in an election, there must be a free, reliable and trusted media that has the ability to influence independent and diverse views.
“The media plays a critical role in bringing stakeholders together to achieve peace, especially during this volatile electioneering period. This forum is timely as we head for the polls when our political landscapes are volatile. We are working with journalists …and other entities to ensure peace and unity is maintained,” he said in his speech at Mwai Kibaki Convention Centre, the venue of the event.
Calls for peace and patriotism dominated the International Conference on Peace, Security and Social Enterprise that took place at Mount Kenya University (MKU) main campus in Thika town last week, with speakers underlining the need for unity and tolerance as Kenya goes to the polls. The theme of the summit was ‘The role of universities, public and private sectors in peace building for socio-economic development’.
The CEO pointed out that the media has an obligation to drive issue-based campaigns and act as the election watchdog.
“For citizens to make well-informed decisions in an election, there must be a free, reliable and trusted media that has the ability to influence independent and diverse views. The media has the power to lower political temperatures through civic education and dissemination of credible information, as well as avoiding falling for fake news,” he noted.
Christine Nguku-Katta, who is the assistant director of Training and Curriculum Development at the Media Council of Kenya, said MCK has created “strong and strict” reporting guidelines to the media ahead of the polls to ensure they report objectively. MCK has been organising forums for journalists both at national and county levels, educating them on political reporting skills and etiquette.
MKU, for its part, has been holding peace forums to educate Kenyans on the need for peace as the country transitions to new leadership. The university has also been forging partnerships with the private and public sectors to equip its students with requisite skills needed in the job market.
A recent MCK survey found that 58 per cent of Kenyans interviewed consume TV content on a typical day. “This translates to approximately 16.7 million Kenyans aged above 15 years,” said Nation Group CEO.
From the responses, respondents use social media for more than one use. These were tabulated to see the proportion of respondents using social media for a certain purpose.
This implies that 64 per cent of the respondents use social media for entertainment, 59 per cent for News and information and 53 percent for networking. Entertainment, news and information, and Networking are the top three uses of social media.
Across the country, radio content is consumed by 74 per cent of all respondents in the country (approximately 21.5 million Kenyans above 15 years. From the responses, respondents use social media for more than one use. About 64 percent of the respondents use social media for entertainment, 59pc for news and information and 53 percent for networking.
Incredibly, 76 per cent of the respondents sampled trust the media. Radio, TV and Social Media account for the major sources of news for the Kenyan populace at 31pc, 35pc and 24pc respectively. “In the two years, social media has grown by 14 pc while TV and radio have decreased by 12pc and five percent respectively,” the Nation boss said.
To drive issue based campaigns, NMG’s editorial team has identified key issues that matter to the electorate such as agriculture, debt which serve as the basis upon which to drive campaign conversations.
