Abstract

This study sought to investigate moderating effects of cultural dynamics on the relationship between media framing of wildlife conservation messages and audience perception in Kenya. The study used exploratory research design. The population of study comprised three groups purposively sampled from media practitioners in three media houses in Kenya, residents living next to four game parks in Kenya and managers from the four game parks, making a total sample size of 50. Interviews were used to collect primary data from the three groups. The study used qualitative method to analyze data obtained from interviews. This study sought to answer research question: How do cultural dynamics affect the relationship between media framing of wildlife conservation messages and audience perception in Kenya? Findings revealed that media practitioners at times consider communities’ cultural dynamics but their main focus is what interests their audience. Likewise park managers consider cultural dynamics but are keener to enforce the law, while local communities think the other groups don’t have much regard for their cultures when communicating wildlife conservation messages. The findings pointed to the need for keener consideration of audiences’ cultures when communicating wildlife conservation messages.

Key Words: Cultural Dynamics, Audience Perception, Media Framing, Wildlife Conservation.

*      Paul Mburu Jinaro is a Corporate Communications Manager at the Kenya Wildlife Service. He is a graduate of the University of Nairobi where he did his Bachelors and Masters Degrees in Journalism and Communication Studies. He is currently pursuing a PhD degree in Communication Studies at the School of Business, Human Resource Development Department, Karatina University, Karatina, Kenya

© ^AMCRON Journal of Communication and Media Research, Vol. 11, No. 1, April 2019, pp. 153 – 160