Framing of COVID-19 messages in Kenyan pop culture: A semiotic analysis of selected pop songs
Abstract The first Covid-19 case in Kenya was reported in March 2020. Report of the first case and the subsequent lockdown affected Kenyans ec...
Abstract
The first Covid-19 case in Kenya was reported in March 2020. Report of the first case and the subsequent lockdown affected Kenyans economically, psychologically and socially. However, some Kenyans were reluctant to adhere to the protocols. In a bid to promote social change, a number of Kenyan musicians composed songs to advocate for adherence to the Covid-19 protocols. This paper examined three popular songs produced and disseminated as part of the fight against the pandemic. The paper employed semiotic analysis to examine the symbols used in the lyrics and videos of the songs to determine the type of social change messages contained in the songs. The paper sought to answer three research questions: How were the Covid-19 messages framed in Kenyan pop culture; What images were used; and What dominant health frames were used. The findings were: The songs were used to simplify health messaging about Covid-19; Covid-19 was framed as dangerous and highly infectious; the fight against Covid-19 was framed as a national one; some the images used to pass the health messages were masks, health gear and the national flag.
Key Words: Semiotics, Pop Culture, Covid-19, Framing, Social Change
JCMR Journal of Communication and Media Research, Vol. 15, No. 1, April 2023, pp. 130-137.
© Association of Media and Communication Researchers of Nigeria (AMCRON).
About the authors
* Susan Wanja Mwangi, Ph.D. is a lecturer in the Communication Studies Department at St. Paul’s University, Kenya and has previously served on the editorial board of the university journal, The African Multidisciplinary Journal. Her research interests include qualitative research, language use in media, alternative/community media, and ICT use among rural communities.
** Esther Muthoni King’ori, Ph.D. is a communication/media lecturer at Strathmore University, Kenya. Before joining the academia, Muthoni worked for various media organisations in Kenya as a news reporter and editor. Her research interests are in media ethics, media regulation, film studies, semiotics and media framing.
Article Citation
Mwangi, S. W. & King’ori, E. M. (2023). Framing of COVID-19 messages in Kenyan pop culture: A semiotic analysis of selected pop songs. Journal of Communication and Media Research, 15 (1): 130-137.
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