Abstract

Audience perception of wildlife conservation discourse in Kenya has been negative as evidenced in results of conservation efforts. The purpose of this study was to interrogate the combined influence of choice of media channel, timing of media messages, and frequency of media messages on perception of wildlife conservation discourse in Kenya. The study employed convergent parallel mixed methods design. Population comprised of three groups namely; media practitioners ; residents living next to national parks in four out of eight conservation areas in Kenya; and park managers in the four national parks. A questionnaire was administered to 83 human-wildlife conflict resolution committee members. Questionnaire generated quantitative data while qualitative data was generated from interviews with six media practitioners, 12 park managers and Focus Group Discussions with four groups of human-wildlife conflict resolution committee officials. The study applied qualitative and quantitative analytical techniques. Results indicated choice of media, frequency of messages, and timing of media messages when combined have a significant influence on audience perception of wildlife conservation discourse in Kenya. However, the targeted communities expressed concerns that media tended to prioritize reporting on wildlife and often ignored the plight of people. The study recommends media should also communicate the plight of communities.

Key Words: Audience Perception, Human Wildlife Conflict, Choice of Media, Timing of Media Messages, Frequency of Media Messages

^JCMR Journal of Communication and Media Research, Vol. 14, No. 1, April 2022, pp. 24-33

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

*    Paul Mburu Jinaro is a doctoral student in Communication Studies at the School of Business, Department of Human Resource Development, Karatina University, Nyeri, Kenya. He is also the Corporate Communications Manager at the Kenya Wildlife Service and a member of the Public Relations Society of Kenya.

**  Juliet Wambui Macharia, Ph.D. is an Associate Professor of Communication Studies at the School of Business, Department of Human Resource Development, Karatina University, Nyeri, Kenya. She is the Academic leader of post graduate and undergraduate Communication and Public Relations programmes and the former Dean of the School of Business in the university. Her research interests are: Gender, Communication, Media, Politics, and Public Relations.

***Paul Kiumbe Mburu, Ph.D. is a Lecturer in Project Planning and Management at the School of Business, Department of Human Resource Development, Karatina University, Nyeri, Kenya. He is the Academic leader of Post Graduate and undergraduate Communication and Project Planning and Management and the former Marketing Officer of the university.

Article Citation

Jinaro, P.M., Macharia, J.W. & Mburu, P.K. (2022). Combined influence of choice of media channel, timing of media messages, and frequency of media messages on perception of wildlife conservation discourse in Kenya. Journal of Communication and Media Research, 14 (1): 24 – 33.

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