Bachelor of Social Communication

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The Role of Television in Promoting Popular Culture Among the Youth Case Study: Jomo Kenyatta University of Agriculture And Technology (Jkuat) And Tangaza College
(Tangaza University College, 2011) Wambui, Rahab
In a world where technology is taking toll in every society, different cultures are easily spread from one continent to another. Integration of certain cultures has become a daily occurrence and it is affecting everyone and especially the youth. Assimilation of these dominant cultures especially the Western cultures has eroded the importance and the values of our own cultures in the African setting. This culture is mostly incorporated among the youth, hence leading to the increase of the popular culture. Western culture is dominating the television industry, and the most intriguing truth is that most of the programs in the television target the • youth. The youth are a big business and everyone coming up with programs is struggling to get the attention of the youth. Hence in this paper, my major concern is to not only look at television as a communication tool but looking keenly at the content in it, the messages disseminated through television. The youth cling together and are tied by the same commonalities. They perceive themselves as belonging to one culture, popular culture. "Popular culture is the culture of our lives, it is the things we do, the things we like, the things we believe in and the things we learn especial7 from media, in this regard, the television. It gives us identity as to who we • are."(Shirley Fedorak, 2009). Popular culture is a contemporary trend that is gradually growing and its effect is here with us. Television is promoting popular culture in many different kinds and forms through the programs. These programs vary in their categories and they hold great significance in promoting • popular culture. Popular culture in this research work is highlighted in four major elements namely music, fashion, foods and language. Music has dominated youths' space and life, and they have devoted themselves to listening, watching and dancing to the styles they see on television. Most of the kinds of music that we see in local mainstream television stations in Kenya are not local but form the West. They have different messages from a different context and which are not coherent with the African context. Hence the Kenyan youths in their search for identity, they end up aping the musical content form the West, dancing styles and even the language used in the music videos mostly 'slang language or American accent. In fashion, the youth spends lots of money purchasing flamboyant fashions clothes they see on television. In the music videos and fashion shows showcased in television, they have youths as participants. They have skimpy outfits which are indecent and not fit in the African context. Television has also promoted Western foods like chips, hamburgers, pizzas and a variety of junk food. The medium has programs whereby youths in different contexts meet at their 'known joints', and they cling together. In terms of language, the use of slang language especially `sheng', a mixer of two or more languages and the end product is the informal language or slang, is highly used by the youth. Youths use slang language for various reasons, one being that they like disconnecting unwanted persons in their 'private' talks. Some of these persons may be parents, lecturers or any superior person that is not needed to comprehend whatever the youth talk about. Television is a socializing agent. It has more subtle and indirect effect that is affected on the audience through more exposure. By this it shapes our opinion and perception of things hence leading us to forming certain attitudes and ultimately cultures.
Use of Alternative Media to Rethink Agikuyu Traditional Practices Among Agikuyu Youth Of Mweiga Location
(Tangaza University College, 2006) Wamaitha Kibicho, Rose
Chapter one deals with the introduction, statement of the problem, objectives, research questions, assumptions of the study, justification and significance of the study, scope and delimitations and purpose of the study. It also reviews the relevant literature on the specific problem of the investigation. The review concentrates on traditional practices, electronic media and Agikuyu youth of Mweiga Location. Chapter two goes further to detail the methods that were used in gathering and analyzing the data. It has the description of the research instruments (interview guide, case study and observation guide). The chapter points out the role of communication and its theories namely: cultural imperialism, selectivity and ethnocentrism and relates them with the research. Chapter three presents the elaboration of the application how alternative media can be used to rethink Agikuyu traditional practices especially female initiation and traditional medicine. Bringing about electronic media and traditional medicine awareness to Agikuyu youth of Mweiga location. The aspects, which can be borrowed from initiation and relevance/application today. 'the chapter goes further to propose a project.
The Youth, Alcohol and The Media Focusing On How the Radio Can Be Used to Highlight The Issue of Alcohol Abuse Among the Youth
(Tangaza University College, 2007) Wanjiku Mbogo, Sarah
The research focuses on the youth studying in higher learning institutions like College and Universities who live in Umoja I estate. They comprise both genders, between the ages 18-30. The study focuses on how the radio as a form of media used by the young people can be used to sensitize the issue of alcohol influences among the youth. Umoja 1 Estate is located about 11 kilometres from Nairobi's Central Business District on the eastern side of Nairobi province. It is in Embakasi division and one of the most densely populated areas in Nairobi. Umoja has a population of about 43.526, occupies 149 EIHS and 18Sq/ Km and has two market places; one open air market, and collection of stalls. The youth of Umoja I have varied occupations. some in school and college and, others are employed, self employed, and many others unemployed. There are several recreational places in Umoja where the youth can be found, examples include pubs, video show rooms, and youth clubs.
The Impact of Television on the Concept of Marriage among the Youth
(2006) Maagu, Beatrice
The media is the latest agent of socialization. As such, its pervasiveness has raised a lot of concern. The media has been variously used as a power tool by the elite in society from time immemorial. Whilst Gutenberg's invention brought the masses into the previously exclusive world of enlightenment, it did not reverse the balance of power. Whereas knowledge was officially a preserve of a few people and guarded jealously before the advent of mass media, now it is generated by a few people and sometimes with the purpose of misinformation'. It has had both negative and positive effects on society.
Identity Formation of the Youth in Nairobi: The Role of Television
(Tangaza University College, 2007) Murigi, Mwangi Stephen
Over the last decade, in relation to the liberalization of the economy and the airwaves, most Third world countries have seen an incredible development of media outlets, especially in urban centers. Because of global media monopolization and higher advancement in media technologies from the West, many African countries have found themselves receiving information and media content coming from the West. This one-way flow of information has led to a kind of contemporary colonization, which is psychological in nature. Through the media, Africa has progressively embraced 'western" values and ideals that have lead to the loss of indigenous cultural identities in the continent. The urbanized dwellers are generally consistent with the style of life proposed by the media. Some of the youths even consider their cultural practices as backward, without first understanding what they represented. Being a youth, I have noticed that, it has become very fashionable to be 'westernized'; to dress in the latest 'western' designer fashion, talk with an American accent and even adopt the western types of food. The mass media can be used both positively and negatively, and this applies for the consequent effects as well. My project suggests that we can use the media positively. It attempts to counter the effects of television resulting from the negative use of the media, effects such as identity loss and confusion, which ultimately leads to a low self perception or image.
Promoting Lifestyle Change among Nairobi Youth Through The Use Of Radio and Celebrities
(Tangaza University College, 2009) Kagia, Christine, Muthoni
The media are to date one of the most powerful tools of communication in the world. Both here in Kenya and the rest of the world, the youth heavily consume a wide array of media products and spend quite a significant amount of time either watching TV, listening to music, reading magazines, watching movies or browsing the Internet. Due to this factor, it is rather obvious that these very same youth tend to pick up a significant quantity of their mannerisms and thought patterns from the media. Be it consciously or otherwise, the amount of media that the youth of today are consuming has a direct and alarming relation to the decisions that they make on a daily basis. In as much as the media is meant to entertain, educate and inform, mainstream media has taken a very commercial turn hence neglecting its major role as an educator. When one switches on the TV or the radio or even opens their mail on the internet, the possibility of them seeing or hearing content with some information that is likely to steer their lives in a forward direction is unlikely
A Communication Strategy for Promoting Healthy Eating Habits among the Youth of Catholic University of Eastern Africa
(Tangaza University College, 2009) Mwiti, Christine Mukiri
The rise in lifestyle related diseases such as obesity, diabetes, heart attacks, hypertension and bulimia which are associated with eating disorders especially among the youth clearly indicates that most Kenyans no longer embrace healthy living. Poor eating habits (eating unbalanced diet and foods with high calorie levels) coupled with a sedentary urban lifestyle and ignorance, are dispatching more and more people to an early grave. (Njung'e C., August, 9, 2008, 19). According to the research I conducted on the effects of television programs on the eating habits of the youth, 1 found out that television indeed influence how the youth eat. TV show personalities were seen as big persuaders towards certain bad eating habits. The study revealed that influence from eating habits of characters in TV shows such as the `Simpson's', 'Friends' and 'ER' could be blamed for obesity and hypertension that lead to early deaths that could otherwise be tamed. (http://www.bbcnews.uk, 07-01-2001).
Using Media Postively To Fight Hiv/Aids among The Youth (Ages 14-30)
(Institute of Social Communication, 2010) Wakahia, Millicent
HIV/AIDS is a fatal disease. The disease destroys the immune system leaving the infected person vulnerable to other infectious disease. The disease is a looming disaster in the world and Kenya is heavily affected since it was discovered that HIV/AIDS is affecting a bigger percentage of the work force of this country who are the youth. This means that Kenya is being deprived of quality services by its people; this in turn means that the economic growth is slowed down by the loss of this productive workforce. Poverty on the one hand has become a barrier in the fight against HIV/AIDS. It has fueled its spread at a very high rate within a short period of time. The disease has no cure even though there is so much research going on in various parts of the world, so as to come up with a cure for this deadly virus.
Use of Video as a tool of Evangelization Among Youth between Ages 15-20 in Kerugoya Parish
(Institute of Social Communication, 2010) Ndege, Gladys, Karimi
There can be no development or transformation without communication. Although oral communication has been the best means of communicating Christian message among the Christians as Jesus demonstrated during his ministry, we cannot rule out that media are slowly venturing into religious world thus being a key factor that cannot be left out in our contemporary society. Young people have been mentioned as heavy consumers of media products and as such are prone to great influence from this new technology. It is very clear that in our world today we are living in a global village which has been activated by media. We are sharing a common culture that is really determining our way of thinking and doing things. To this effect we note that for fast and concrete change to, take place, information has to be passed on to the target audience and be repeated often for the ideas to sink and have an effect / impact. Evangelizing through media is on the rise as many ministers of the church have found the power of media as influential and is able to reach a great number of people without many limitations. We see that moral, intellectual and religious conversions stand as the ultimate conditions of effectively receiving the Christian message since the audience approaches the message with particular intentions and expectations. This motivation determines what impact the message will have on an 67 individual. Alter receiving the message. we internalize it and rationalize it, which then leads us to act on the message, i.e.. we judge and act on the message. Keeping in mind that our divergent experiences bring different understanding, the message also touches us in different ways though we are hearing the same words. Hence, the message may deliver or fail to deliver the desired impact. For instance, the intellectually converted person will be attuned to the message as delivered by someone who clearly distinguishes levels of consciousness: attention to the word, inquiry as to its meaning, its truth value and the invitation to proxis. Morally converted persons will want to know how to apply the gospel message. The common condition, however, is religious conversion, that change of heart which is God's doing, who disposes all things, gently and mightily. Ultimately. therefore, the fruit of the Christian message will depend on full cooperation with that undeserved gift.
Promoting Healthy Sexual Behaviors Among The Youth Using Television Talk Shows (Ages 19-24)
(Institute of Social Communication, 2010) Munee, Edel, Ndunge
This research has been designed to investigate on how the media could be used to promote responsible sexual behaviors among the youth using the media, a topic that is rarely discussed in the media. With the main objectives being to examine the relationship between the media and young peoples sexual behaviors, and examine the role of the media in shaping healthy sexual behaviors among the youth, the researcher developed a communication strategy that would be used to promote responsibly sexuality among the youth using the media. At the inaugural meeting of the advisory council of African Regional Sexuality Resource Center in June 2003 in Nigeria, among the key issues identified for Kenyan sub region was addressing sexuality in 'silenced areas' and especially the youths access to information about their sexuality. The proposed project is more likely to attract a wide audience as it will be an educational base for the youth bearing in mind that the youth constitute a large population

Bachelor of Social Communication

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