EFFECTIVENESS OF KENYA FILM CLASSIFICATION BOARD’S MEDIA LITERACY PROGRAMME IN CREATING AWARENESS ON FILM CLASSIFICATION PROCEDURES, A CASE STUDY OF STAREHE CONSTITUENCY

Abstract
The study sought to examine the effectiveness of Kenya Film Classification Board’s Media literacy programme in creating awareness on Film Classification Procedures. The objectives of the study were: To assess the levels of awareness of classification procedures and age ratings among parents, to evaluate the effectiveness of Kenya Film Classification Board’s media literacy sensitisation in creating awareness on classification procedures, and To assess the impact of film classification procedures in protecting the children from harmful media content. The study based its theoretical approach on gatekeeping theory. The study utilised a qualitative research approach. The study sample was 20 parents who formed part of the participants of the media literacy programme held in Starehe constituency. Interviews were administered to all the 20 parents who were conveniently selected. Data was obtained using interview guides and analysed thematically and narratively. Findings indicate that Kenya Film Classification Board’s media literacy sensitisation programme is effective in creating awareness on classification procedures. There were low levels of awareness of classification procedures and age ratings among parents before the sensitisation. The study can also conclude that the film classification procedures are useful in protecting children from harmful media content. The study recommends that the Board should continue with the media literacy programme as its key in creating awareness on the mandate of the Board. This will also improve the low level of knowledge of Kenya Film Classification Board as well as the classification procedures. The study also recommends collaboration with Kenya Institute of Curriculum Development and the Ministry of Education to incorporate basic media education into the school curriculum.