| dc.description.abstract | The rapid growth in the vernacular broadcast media sector in Kenya has been lauded as key in the social and economic transformation of the rural communities. However, how they can be used in conflict management still remains datable. The aim of this study was to evaluate the contemporary vernacular media intervention in the Abakuria community which has been prone to internecine intra-ethnic conflicts for a long time. The study analysed sources of information from broadcast media and their role in conflict resolution; evaluated the existing media reportage of intra-ethnic conflict; identified shortfalls in the usage of existing broadcast media platforms for resolving ethnic conflict and assessed the suitability of vernacular broadcast media in resolution of intra-ethnic conflict among the Abakuria community. The study used libertarian and social responsibility theories to advance understanding of the media in enhancing conflict management. It used a mixture of survey and qualitative methods of research design. Data was obtained from 162 victims of previous conflict and 162 local community members as well as 12 media practitioners and 12 key informants from the four divisions of Mabera, Ntimaru, Kegonga and Kehancha. Analysis of previous media reports was also done. Data were collected through observation, interviews, questionnaires, focus group discussions, and Participatory Vulnerability Analysis (PVA). The data were coded and entered in the computer for analysis using the Statistical Package for Social Sciences (SPSS). The study established several findings. The main sources of information among the respondents were radio with 80% listenership, television (TV) with 40% viewership and newspapers at 20-25% readership. The most frequently used media for obtaining information was radio, followed by TV while newspaper was low and internet least preferred. Radio Citizen, Citizen TV and NTV were the most preferred channels from where information on intra-ethnic conflict is obtained. There were also up to 20% of the respondents who sought information from the Ekegusi language radio channel known as Egesa FM and another 3-5% of the respondents obtained information from one or the other of several Luo language FM stations. The national and vernacular broadcast media provided very little information about conflict resolution for the community. This study therefore recommends that a vernacular broadcast media channel distinctly dedicated to the Kuria language be established. It also recommends that a mass media advisory committee on conflict management should be set up at the local, county and national levels to advise media practitioners and coordinate activities of the mass media to set standards of enhancing management of intra-ethnic conflict among the communities in Kenya | en_US |
