The Role of Media in Implementation of Mass Campaign Messages:

3034 Words13 Pages
THE ROLE OF MEDIA IN IMPLEMENTATION OF MASS CAMPAIGN MESSAGES: Mass media remains to be a vital tool that allows for effective media campaigns. Vast research on mass media campaigns have been conducted across the world. However, much of these researches have centered on how these campaigns promote public health and how effective these campaigns are in changing the behavior of a target audience. Unfortunately, media campaigns could backfire due to the problems of inadequate funding by the countries or organizations that produce them. One of the key elements missing in literature is how the media campaigns can produce significant results in spite of the organizations not affording the rates offered by the media.This study therefore seeks to find out the role played by the media in ensuring that these campaigns are successful notwithstanding the problems in finances. This study further proposes to establish how journalists can invoke cognitive responses and influence the decision making processes of individuals at their own individual levels. It also seeks to establish how journalists can initiate development of discussions related on these campaigns. The study intends to focus on journalists in Eldoret town. It shall use the theory of agenda setting to guide the interpretations of the study’s findings. This will be a qualitative study guided by a relativist philosophical paradigm. The case study method will be employed where data will be generated through content analysis and then the data will be analyzed thematically and presented in a report. INTRODUCTION With the advancement of technology in the media world: first the telegraph then the radio, newspaper, magazines, television and now the internet, media influence has grown exponentially. A larger number of people are now exposed to the media and depend on media as a channel of communication to access information
Open Document