Browsing by Author "Munuku, Anne W."

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Diffusion of COVID-19 Misinformation in Kenyan X Conversations
(International Journal of Communication and Public Relation, 2025) Munuku, Anne W.; Ndavula, John O.
Purpose: The study set out to explore the role of X conversations in the spread of misinformation about the COVID-19 pandemic in Kenya. Methodology: The study was guided by the Rumor Theory. The study adopted a descriptive survey design which allowed the researchers to collect data without interacting with participants. Data was collected from existing online records of conversations on X and other relevant websites such as the Ministry of Health. The data was sourced from hashtags and tweets related to the COVID-19 pandemic in Kenya, posted in the period from March 2020 to April 2021. The hashtags and tweets were mined using the free API tool for geolocated tweets. 16 hashtags and 200 tweets were selected for the study. Quantitative data was analyzed using descriptive statistics while qualitative data was analyzed using content analysis under classified themes. Findings: The findings of the study indicate that none of the hashtags created by Kenyans was framed to spread misinformation but the tweets under the different hashtags analyzed contained misinformation. Findings also indicate that verified X handles were involved in either creating or spreading COVID-19 misinformation. Additionally, false claims were found to diffuse faster than partially false claims as observed in the tweets with misinformation. Compared to a background corpus of COVID-19 tweets, tweets with misinformation were more often concerned with discrediting other information on social media. Unique Contribution to Theory, Practice and Policy: We recommend that the government and stakeholders in health ought to counter COVID-19 misinformation online, and equip users with basic digital literacy skills regarding consumption of online information while continuously monitoring online discourses. A policy on online health communication needs to be developed and implemented.
Digital Tides in the Media Industry: Navigating the Impact of Digitization on the Kenyan Media Landscape Post Covid-19 Pandemic
(AJPO Journals Limited, 2025) Munuku, Anne W.
Purpose: The purpose of this study was to establish different ways in which Kenyan media practitioners are coping with the rapid transition from legacy media platforms and practices to new digital technologies as audiences’ transition to online spaces moreso after the COVID-19 pandemic. The study was informed by the Media Ecology Theory. The study aimed to meet three objectives: to establish the of the rapid digital shifts on the Kenyan media landscape after the COVID-19 pandemic; to find out if there were any notable paradigm shifts in the Kenyan media professional practice post COVID-19 pandemic; and to determine challenges experienced by stakeholders in the media industry as a result of rapid digitization of the Kenyan media. Materials and Methods: The research adopted a descriptive survey design. The research population comprised media professionals and media content consumers. Sampling was done purposively with the researcher selecting work-based and social WhatsApp group members as respondents. Qualitative and quantitative data collection tools, that is, interviews and questionnaires, were used. Data was analyzed through descriptive statistics and narration. Presentation of the data was done through a description of qualitative data while quantitative data is presented in pie charts and graphs. Findings: Findings of the study indicate that digitization of Kenyan media landscape became more visible and unavoidable after the Covid-19 pandemic. The use of digital media platforms was also found to have expanded after the pandemic causing a shift in audience behaviour, audience engagement, and media revenue management and sourcing as well as job losses among media professionals. The study also provides insight into steps taken by media practitioners who had to quickly adopt digital innovations and practice more collaboration through digital spaces even as they grapple with various ethical issues. Unique Contribution to Theory, Practice and Policy: The study provides recommendations that would help media professionals and regulators adapt better to the new trends while maintaining the principles and ethics of journalistic practice.
Effect of Teacher Professional Development and the Implementation of Integrated Science in Competency Based Curriculum: A Case Study of Junior Schools in Westlands Sub-County, Nairobi City County
(International Journal of Social Science and Economic Research, 2025) Irungu, Francis; Munuku, Anne W.; Ndung’u, Jackson
The purpose of the study was to examine the effect of teacher professional development on implementation of integrated science in competency-based curriculum in junior schools in Westlands Sub-County. The study was guided by the social development theory. A descriptive research design was used. The target population were teachers, principals and heads of departments in the 30 junior schools in Westlands Sub County. A census was conducted for the integrated science teachers while 30% of heads of departments and principals were purposively selected. Data were collected through mixed methods. A structured questionnaire was distributed to the teachers in the selected schools. Interviews were conducted with heads of departments and principals. A pilot study was conducted to assess the validity and reliability of the data collection tools. Quantitative data was analyzed using the Statistical Package for Social Sciences version 29, employing correlation and regression analysis techniques. Qualitative data was analysed thematically. Results showed that teacher professional development positively correlated with implementation of integrated science in the CBC in JSS(r=0.923, p=0.000). This study concludes that, despite teachers' strong understanding of integrated science, they face challenges due to a lack of resources, such as teaching materials and laboratory equipment. There was an increase in teacher workload, yet few received sufficient job training or continuous education opportunities in integrated science. The study suggests that JSS should encourage greater involvement in research activities and professional organizations to promote continuous professional growth.
Influence of Framing of the Hashtag on Public Opinion Formation on Socio-political Issues in Kenya
(International Journal of Communication and Public Relation, 2017) Munuku, Anne W.; Mberia, Hellen; Ndavula, John O.
Purpose: The purpose of the study was to establish the influence of framing of the hashtag on public opinion formation on socio-political issues in Kenya. Methodology: The study adopted the descriptive qualitative research design. The study population consisted of the hashtags generated by Kenyans in the period between January 2014 and December 2016, journalists from 5 local television stations and members of public involved in hashtag development outside the media fraternity. Purposive sampling was used to select the 35 hashtags and snowball sampling was used to select the hashtag developers and respondents from the public and selected media houses. Results: The findings that the framing of the hashtag is done by both the media and the public and the higher percentage of hashtags are done by the public. The study found that 60% of the hash tags were non-ordered in terms of the grammatical structure. Findings revealed that the English language dominates the hashtags formulated with a few having a mixture of Kiswahili and English. Internet lingo was preferred to normal grammar. The selection of words was a key factor in the framing of hashtags. The wording of the hashtag mattered while the syntax did not. In conclusion, the framing of a hashtag was found to have a significant influence on public opinion formation but the grammatical structure of the hashtag did not matter. Unique contribution to theory, practice and policy: The media framing theory describes faming as the process of the media packaging information in a way that tells the public how to think about it. The study concurs with the framing theory’s argument that the way a message is framed will have an influence on the opinion formed by the respondent. Most of the respondents prefer short, concise hashtags that address immediate issues in the society. The results reveal that there is a paradigm shift in the framing theory in this form of synchronous computer mediated discourse. The ordinary citizens in Kenya frame 80% of the hashtags and only a small percentage of trending hashtags are formulated by media practitioners.
Influence of the Hashtag Context on Public Opinion Formation on Sociopolitical Issues in Kenya
(Journal of Public Policy and Administration, 2017) Munuku, Anne W.; Mberia, Hellen; Ndavula, John O.
Purpose: The purpose of the study was to determine how the context in which a hashtag is formulated the influences public opinion formation on sociopolitical issues in Kenya Methodology: The study adopted descriptive and qualitative research design. The study population consisted of the hashtags generated by Kenyans in the period between January 2014 and December 2016 and the local television stations and members of public involved in hashtag development outside the media fraternity. The sampling frame was obtained from the Communication Authority 2015 report, the Kenya Advertisers Association website and the Twitter database. Purposive sampling was used to select the 35 hashtags and snowball sampling was used to select the hashtag developers. Results: The study found that hash tag context has a significant relationship with public opinion formation. The study found that all hashtags formulated by Kenyans were context bound as they were formed whenever an issue rose. The wording of the hashtag (frame of communication) communicated the issue regime and the opinion of the formulator. The findings revealed that hashtags based on political contexts were more and trended longer. The political hashtags were 51% while social based ones stand at 40%. The rest were from security and economic contexts. Unique contribution to theory, practice and policy: The research draws on public opinion theory, the theory participatory communication theory and the Critical Discourse Analysis approach by Fairclough. The formulation and dissemination of news using hashtags is a growing and fast changing phenomenon that requires a new approach in its analysis. The use of these three approaches indicates the complexity of the nature of hashtags and the connection between the hashtag, the context that surrounds its formation and the opinion formed in relation to that context. The concept of citizen journalism must be looked at afresh.
Influence of Twitter Hashtags on the Formation of Public Opinion on Socio-political Issues in Kenya
(JKUAT, 2019) Munuku, Anne W.
Using hashtags, an in-text tag symbolized as #, has become a common feature in social media discourse globally. The study investigated the influence of the hashtag revolution on the formation of public opinion on socio-political issues in Kenya. The study examined how the public is using Twitter to disseminate information on various social and political issues by incorporating hashtags in their tweets. The research focused on how hashtags are influencing public opinion formation in social and political issues among Kenyans through a discourse analysis of the Twitter conversations (tweets) and interviews. Hashtags in Kenya are formulated by ordinary citizens and other groups like bloggers and activists besides the media practitioners, to direct public debate on issues of national importance. The main objective of the research was to examine the influence of the hashtag revolution in Kenya on the formation of public opinion on socio-political issues. This study was guided by four specific objectives, which include: to establish the influence of the framing of the hashtag on the formation of public opinion, to explain the influence of the actors of the hashtag on formation of public opinion, to determine the influence of the context in which a hashtag is formed on the formation of public opinion and to find out the influence of the nature of the hashtag discourse on the formation of public opinion. The study was guided by two theories, the framing theory and the participatory communication theory. The study adopted the mixed method research design. The study population consisted of an indefinite number of hashtags generated by Kenyans in the period between January 2014 and March 2017, media practitioners from the local television stations and members of public involved in hashtag development. Purposive sampling was used to select Kenyans on Twitter and 35 hashtags, while snowball sampling was used to select two independent hashtag developers. Five television stations were investigated. A total of 22 journalists from the five stations involved in digital/online journalism were interviewed. The researcher also interviewed 4 independent hashtag developers and ten Kenyans on Twitter (KOT). Qualitative data for the research was collected through interviews and the streaming of tweets under the selected hashtags. Data from interviews was transcribed and organized using content analysis. Analysis and interpretation was done using critical discourse analysis. The quantitative and qualitative data mined from Twitter was coded using determined themes and organized using content analysis. Description and narration of the results was done. Findings indicated that the four independent variables, that is, framing, context, actors and nature of hashtag discourse had significant influence on the formation of public opinion on sociopolitical issues in Kenya. A regression analysis of the four variables was done and the results indicated that framing of a hashtag was the most influential variable in public opinion formation. The conclusion of the study was that framing, context, nature of discourse and the actors in the hashtag discourse influenced formation of public opinion on socio-political issues in Kenya. A key finding of the study was that the Kenyans were using the hashtag as a form of discursive resistance where the ordinary citizens get to dialogue, diagnose problems, suggest solutions and even organize protests guided by a single hashtag. The research concluded that there is indeed a paradigm shift as far as gatekeeping, agenda setting, priming and framing of news is concerned with the ordinary citizen taking up this traditional role of the media by creating, disseminating and gate watching news in online platforms. The media have adopted the use of hashtags to keep up with citizens online in almost all TV programmes. The online community has become a major source of news for the media. For media practitioners and policy makers, the study recommends that hashtags continue being used as a genre of communication as they appeal to the public and formulators should emphasize more the framing of the hashtag.
Matumizi ya Lugha katika Mimu (memes) kwenye Mitandao ya Kijamii Nchini Kenya
(InternationalJournal of Linguistics, 2022) Munuku, Anne W.
Makala hii imeangazia lugha ya mawasiliano katika utanzu mpya wa mimu ambao ni aina ya fasihi kidijitali katika mitandao ya kijamii ya Facebook na WhatsApp nchini Kenya. Matlaba ya makala hii ni kufafanua utanzu huu katika muktadha wa matumizi ya lugha nchini Kenya. Uundaji mimu ni jambo ambalo limeanza kufanyika kwa wingi katika mitandao ya Kijamii na kwa hivyo kuna haja ya kulifanyia utafiti. Makala hii ina malengo matatu: kutoa mifano ya jumbe za mimu zinazoundwa na Wakenya katika mitandao ya Facebook na Whatsapp; kubainisha sifa za jumbe hizo kimuundo na kimtindo; na kuchunguza dhima ya utanzu wa mimu katika jamii. Mbinu ya utafiti iliyotumika katika kazi hii ni usanifu taaradhi na data ilichanganuliwa kwa kutumia Uchanganuzi maudhui ambapo data ilitambulishwa kwa kuiweka katika kategoria maalum. Mimu 51 zilizorejerelewa katika makala hii zilikusanywa kupitia kwa makundi ya Whatsapp anayoshiriki mwandishi na katika kurasa za Facebook za mtafiti na "˜marafiki' wake wa mtandaoni pamoja na kurasa za wasanii mashuhuri wa mimu. Mimu zilizorejelewa katika makala hii ziliundwa kati ya mwaka 2017 na 2021.Mimu hizo zimechanganuliwa kiisimu kwa kurejelea mawazo ya nadharia ya Uchanganuzi Hakiki wa Kilongo ya Fairclough (1995). Nadharia hii imeafiki Uchanganuzi wa data husika na imefaulu katika kudhihirisha sifa na miundo ya mimu. Matokeo ya utafiti huu yanadhihirisha kuwa mimu zinazoundwa na Wakenya huwa na dhima maalum katika jamii na pia huwa na sifa za kipekee kimuundo, kimsamiati, kisemantiki na kipragmatiki.
The Role of Cultural Empathy in Conflict Management Among Culturally Diverse Work Teams in Universities in Kenya
(Journal of Marketing and Communication, 2025) Masindano, Peter W.; Mutua, Joan; Munuku, Anne W.
Globalization has reduced geographical and cultural boundaries, making culturally diverse work teams necessary. Furthermore, due to basic disparities in the opinions of team members, culturally diverse work teams often lack cohesiveness, which can result in subgroup formation and conflict. This study aimed to explore the role of cultural empathy in managing conflicts among culturally diverse work teams in universities in Kenya. This study used a descriptive study design, and the target population included permanent employees of three universities: Jomo Kenyatta University of Agriculture and Technology, Kirinyaga University, and Daystar University. Qualitative data were subjected to content analysis. In addition, quantitative data were analyzed using descriptive statistics and regression analysis. The study established that there was a weak positive and significant relationship between cultural empathy and conflict Management among culturally diverse work teams in Universities in Kenya. The study implications are that leaders should not be biased or prejudiced, should demonstrate objectivity, acknowledge and appreciate diversity, be open-minded, and listen to the members. Leaders in culturally diverse work teams have the potential to make or break a group. Effective leadership, especially during conflict management, requires skills such as effective communication, problem-solving, and negotiating with a focus on interests. Such leaders should be recruited based on their cultural empathy skills or trained in the job to become proficient in cultural empathy to deliver on their responsibilities as managers.
The Role of Teacher knowledge on implementation of Integrated Science in Competency Based Curriculum in Junior Schools: A case Study of Westlands Sub-County
(International Journal of Social Science and Economic Research, 2024) Munuku, Anne W.; Irungu, Francis
The purpose of the study was to examine the effect of teacher knowledge on implementation of integrated science in Competency Based Curriculum in junior schools in Westlands Sub-County. The social development theory underpinned the study. A descriptive research design was used. The target population were teachers, principals and heads of departments in the 30 junior schools in Westlands Sub County. A census was conducted for the integrated science teachers while 30% of heads of departments and principals were purposively selected. Data were collected through mixed methods. A structured questionnaire was distributed to the teachers in the selected schools. Interviews were conducted with heads of departments and principals. A pilot study was conducted to establish the validity and reliability of the data collection tools. Quantitative data was analyzed using the Statistical Package for Social Sciences version 29, employing correlation and regression analysis techniques. Qualitative data was analysed thematically. Results showed that teacher knowledge positively correlated with implementation of integrated science in the CBC in JSS(r=0.926 p=0.000). This study concludes that, despite teachers' strong understanding of integrated science, they face challenges due to a lack of resources, such as teaching materials and laboratory equipment. There was an increase in teacher workload, yet few received sufficient job training or continuous education opportunities in integrated science. The study concludes that, while the types of resources provided are relevant for instructional teaching, there is inadequacy in the provision of teaching resources. The study recommends that JSS should encourage greater involvement in research activities and professional organizations to promote continuous professional growth.