ROLE OF MEDIA IN PUBLICISING KENYA VISION 2030: A CASE STUDY OF THE FIRST PHASE FLAGSHIP PROJECTS

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ABSTRACT
The study analysed how the print media in Kenya covered the flagship projects in the
first phase of Kenya Vision 2030. It has used the Framing theory, Agenda Setting Theory
and the Priming theory to identify the coverage of Kenya Vision 2030. The study
analysed the content of the two most popular newspapers in the region: The Daily Nation
and Standard. Data was collected using an analysis of the stories contained in the two
newspapers. The content of 200 articles from the Daily Nation and Standard was
reviewed. The qualitative data was subjected to sectional analysis which was later
represented in tables, graphs, texts and means. In the finding, the coverage lacked the
subsequent follow up on their progress and the challenges that they continue to face. The
framing of flagship projects was more positive than negative though it lacked
consistency, while the priming of articles on the flagship projects needs to be enhanced.
This will influence accountability and transparency on the part of the government, and
also influence the publics’ perception of the flagship projects so that they can support
their progress and completion. Consequently, they will provide opportunities to improve
their quality of life of all citizens. The study recommends more research on how
messaging on Kenya’s Vision 2030 influences public attitudes and perceptions.

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