SCHOOL OF: ARTS, HUMANITY, SOCIAL SCIENCES AND CREATIVE

INDURSTRIES.
DEPERTMENT: MEDIA FILM AND COMMUNICATION.

COURSE TITLE: MEDIA AND SOCIETY.

COURSE CODE: CMJ 2206

LECI'URER: MADAM ANN ANJAO

DATE OF SUBMISSION: 24,FEBRUARY,2023

SUBJECT: RESUBMISSION

GROUP: 12

NAME ADMISSION NO SIGNATURE

MICHAEL MACHARIA AB12/ SR/ MN/ 9260/

KARURI 2019
CLINTON KOOME AB12/ JR/ MN/
15924/ 2022
SELLINE OTIENO AB12/ JR/ MN/
15983/ 2022
ARLONDO LAURA AB12/ JR/ MN/
15960/ 2022
NGUSU LILIAN AB12/ JR/ MN/
15915/ 2022
RICHARD NDUTI AB12/ JR/ MN/
15930/ 2022
WAWIRA SHARON ABB/ JR/ MN/
15293/ 2022

MAGDALENE KERUBO ABB/ JR/ MN/

16485/ 2022
OCHIENG MABLEAN AB/ 12/ JR/ MN/
15946/ 2022
SIGNIFICANCE OF MASS MEDIA IN MODERN-DAY KENYAN
SOCIETY.

In today's society, mass media refers to the various channels of communication

that reach large audiences, such as television, radio, newspapers, magazines
social media, and the internet. For a large portion of the population, it is the
primary source of information, entertainment, and communication. The media
has become an indispensable part of our daily lives, shaping our beliefs,
attitudes, and behaviors while also influencing our culture and society. People
can access news and information, participate in public discourse, enjoy
entertainment, and connect with others locally and globally through mass media.
The role of the media in shaping public opinion, promoting democracy,
economic development, and cultural preservation is critical. It has evolved into a
potent tool for social change, political mobilization, and global
interconnectedness*s, making it an essential component of modern society. Here
are ten implications of mass media in contemporary Kenyan society:
Dissemination of News and Information: One of the primary functions of
the media is to disseminate news and information to the public. This
beeps people up to date on local and international events, political
developments, social issues, and cultural trends. For example the media
has provided the mass with information on Geoffrey mwathis death
probe which is the most recent happening all over the Kenyan media.

2. Public Opinion Formation: The media has a significant impact on

shaping public opinion and attitudes toward various issue. By providing
information, analysis, and perspectives on various topics, it has the
ability to influence people's beliefs, values, and behaviors. For example,
after Mr. Raila launched or else demonstrations on high living costs the
Cs for security, Mr. kindiki, dared the people from demonstrating and
this has brought up different emotions and opinions from the public. This
has been influenced by the media broadcasts.

3. Entertainment: In today's Kenyan society, mass media is a major source

of entertainment. Popular forms of entertainment that people consume
 through various media channels include television shows, movies, music,
and sports programs. It’s very evident that entertainment comes second
to Kenyan media, that’s after politics. Take the examples of Mseto East
Africa from Citizen television, classmates from KBC television and
many more.

4. Advertising and Marketing: Businesses can use mass media to advertise

and market their products and services to a large audience.
Advertisements in newspapers, magazines, television, and radio can help
businesses reach out to customers and increase sales. For example,
network companies that is Safaricom, Airtel and Telcom, have greatly
used mass media to advertise and market their products and services.

5. Education: The media can be used as an educational tool providing

people who do not have access to formal education with information and
resources. People in remote areas can learn languages, science, history,
and other subjects through radio and television programs. In recent years,
Kenyan media has introduced the concept of inviting professionals from
different sectors that’s agriculture, economics, law, politics and
healthcare to educate their audience on different aspects of life.

6. Socialization: People are socialized through the media by being exposed

to various cultural practices, norms, and values. People can learn about
different cultures, lifestyles, and beliefs through media, which can
broaden their understanding of the world. For example, the Foods of
Kenya, a show brought on Citizen television that showcases meals from
different cultures and how they are prepared this facilitates cultural
interaction and appreciation as well.

7. Political Mobilization: The use of mass media to mobilize people for

political causes or campaigns is common. Political parties and candidates
use media to spread their messages and reach out to potential voters. For
example, the two coalitions in Kenya, Azimio la umoja and UDA used
mass media to mobilize their followers whenever they wanted to hold
rallies, the candidates would then give their manifestos and political
promises.
8. Accountability: The media can hold public officials and institutions
accountable for their actions. Journalists investigate and report on
corruption, human rights violations, and other forms of power abuse,
which can aid in the promotion of transparency and accountability. The
example of the Madam Ann waiguru,the kirinyaga county governor is
well known, the media held her accountable for the NYS scandal. It was
through the media that Kenyans were able to know that their resources
were being misused.

9. Community Development: By providing a platform for people to share

information, ideas, and resources, the media can help to promote
community development. People can discuss social issues, share local
news, and promote community projects through radio and television
shows. The media is undoubtedly one of the pillars of development in
every community, citizen television has a show on Shamba shape up, it’s
purpose being to educate it’s audience on how to make profit from
horticulture, animal rearing and agribusiness, this profit automatically
will lead to development in the community because richer people lives in
a “ rich community . “

10.Cultural Preservation: By showcasing traditional art, music, and

storytelling, the media can help to preserve and promote cultural
heritage. People can learn about their cultural roots and celebrate their
identity through media channels. We can all agree that in the 21 st century
media is surely a museum of culture, for example you can access books
of ngugi was thiongo talking about Kikuyu culture, chinua Achebe
talking about African culture as whole and many more books and
pictures of different Kenyan cultural artifacts. NTV has a show on
wildlife which I believe has preserved our Kenyan cultural on our love
for wildlife and some cultures in Kenya have wildlife as part of their
lives a good example are the Maasais.

11.Economic Development: The media can help to promote

entrepreneurship, showcase investment opportunities, and disseminate
information on business trends and best practices. This can help to create
jobs, stimulate local economies, and promote long-term development. A
 good example is Citizen television show named (mwanamke Bomba) as
much as it talks about the women who have shown how strong attitudes
can make ladies stronger , the show promotes the entrepreneurship in
those ladies and also show other ladies the investment opportunities out
there.

12.Health Education: The media has the potential to play an important role
in educating people about health-related issues such as disease
prevention, hygiene, and nutrition. People can gain access to health
information and resources through television, radio, and print media.
From TikTok, Facebook, Television and Radios you won’t lack heath
information being disseminated. In TikTok the late Dr Sebi is very
popular on his knowledge on herbal curatives of any human disease,
people uses his knowledge to educate the mass on how to fight lifestyle
diseases using herbs.
13.Environmental Awareness: The media has the potential to increase
public awareness of environmental issues such as climate change,
deforestation, and pollution. People can learn about the environmental
impact of their actions and how to promote sustainability through media
channels. The media in the past 10 years has been encouraging Kenyans
to plant 2 trees whenever they cut one, we have witnessed the media
featuring as NGOs in hand with communities like in Mau-Narok area
planting millions of trees in Mau forest so as to fight draught and also to
maintain our environment. The late Wangari Mathai used the media to
mobilize and educate the people on the importance of our forests and
rivers for a better tomorrow, her dream of a green Kenya still lives in
Kenyans minds and hearts.

14.Conflict Resolution: By providing a forum for dialogue, negotiation, and

mediation, the media can help to promote conflict resolution. People can
discuss and address conflicts peacefully through radio and television
programs, which can promote social cohesion and stability. Kenyan
society has really benefitted from this dialogues, after every political
heat, Kenyans do listen to the radios and watch television shows like the
 DAY BREAK of Citizen television as leaders from rival sides are hosted
to negotiate, mediate, and even resolve any underlying conflicts.
15.Civic Engagement: By providing information on voting, civic
participation, and community involvement, the media can promote civic
engagement. People can learn about their rights and responsibilities as
citizens, as well as how to participate in democratic processes, through
the media. For example, this was very evident in our recent 2022 election
campaign, the media engaged the public by asking for their opinions on
what they hoped from the different contestants, the media also educated
the public on the voting process, the Dos and Don’ts, their rights on a
free and fair election and the power they have in making Kenya a much
better country.

16.Digital Literacy: By providing access to digital technologies and

resources, the media can promote digital literacy. People can learn how
to use digital tools and platforms for communication, learning, and
economic opportunities through media channels. This has the potential to
bridge the digital divide while also promoting social and economic
inclusion. Media hasn’t failed in this role, YouTube which I may refer to
as “ how do I” platform has really played a crucial role in providing use
with the knowledge on how to deal with the digital technologies, baking
lovers are taught how to use an electronic mixture and an electric oven
by just “asking” YouTube how to operate those machines.

In conclusion, the media plays an important role in modern Kenyan society by

disseminating information, shaping public opinion, promoting entertainment,
education, and cultural preservation, and holding public officials accountable.
This puts media in the position of the modern man backbone of information and
technological advancement. Simply without media great historical steps like
Globalization wouldn’t be around. Can you imagine a world without media,
feels dark right?
COMPARE AND CONTRAST TRADITIONAL COMMUNICATION
AND MASS COMMUNICATION.

Traditional Communication:

Traditional communication refers to interpersonal communication between

two or more people. It is a one-on-one, personalized, and direct method of
communication. Traditional communication can take place in a variety of
settings, including in person, over the phone, through written letters, or
through other forms of direct communication.

Face-to-face conversations, phone calls, in-person meetings, letters, notes,

and memos are all examples of traditional communication. Traditional
communication is frequently more personal and intimate than mass
communication, allowing for a deeper level of interaction between sender
and receiver.
Mass Communication:

Mass communication is defined as communication that takes place through

various media channels in order to reach a large audience. It is a one-to many
communication method that frequently uses standardized IT—sages to
inform, entertain, or persuade the audience. Television, radio, newspapers,
magazines, the internet, and social media platforms are examples of mass
communication channels.

Examples of mass communication include news broadcasts,

advertisements, movies, "ISV shows, websites, blogs, and social media
posts. Mass communication is often personal and interactive than traditional
communication, but it has the potential to reach a wider audience and have a
greater impact on society.
Traditional communication and mass communication are two different
forms of communication that have distinct characteristics. Here's a
comparison between the two:

1. Audience Size: Traditional communication is usually one-on-one or

occurs in small group. It can be a conversation between two friends, a
 family discussion, or a business meeting. The audience size is relatively
small and the sender and receiver can communicate directly. In contrast,
mass communication is designed to reach a large number of people
simultaneously. It is a one-to-many communication approach and can
include millions of viewers, listeners, or readers.

2. Personalization: Traditional communication is personal and allows for a

deeper level of interaction between the sender and the receiver. The
feedback can be immediate, and the participants can clarify any
misunderstandings, ash questions, or express emotions. In contrast, mass
communication is le.•; personal and often laches feedback. The sender
communicates with a large group of people, and the receiver has limited
opportunities to respond or interact.

3. Communication Channels: Traditional communication uses different

channels depending on the situation, such as face-to-face conversations,
phone calls, letters, or emails. The channels are often tailored to the
context of the conversation, and the participants can choose the most
appropriate method. In contrast, mass communication is designed to use
specific media channels, such as television, radio, newspapers,
magazines, or the internet. These channels are intended to reach a broad
audience and can convey messages to different regions or countries.

4. Purpose: Traditional communication is often for specific purposes, such

as conveying information, expressing emotions, or making decisions. The
participants have a shared goal or objective and can communicate in a
personalized way. In contrast, mass communication is designed to inform,
entertain, or persuade a large audience. The sender may have a specific
agenda, such as promoting a product, sharing news, or influencing public
opinion.

5. Time and Space: Traditional communication occurs in a specific location

and at a specific time. The participants need to be physically present, and
the communication is usually synchronous. In contrast, mass
communication can occur across different regions, time zones, or even
 years. The communication can be asynchronous, and the sender and
receiver do not have to be in the same place or time.

Overall traditional communication is more personal interactive, and

contextual while mass communication is more impersonal, one-way, and
standardized. Both forms of communication have their strengths and
weaknesses and choosing the appropriate approach depends on the context,
the purpose, and the audience.