1. CHAPTER 2
2.1 BACKGROUND
Historically,the massmediainKenyaisforeignasopposedtoing=digeneouscommunicationintermsof
theirtechnology andstructure,theyare such,notAfricanalthoughintheiruse theyhave beci=ome
localized.Like anyotherformof survival,theyrequire adaptabilitybythje receivingculture orsocietyin
a mannersuch that suchsocietiesnsure theirownpreservationandsurvival.
2.2 INTRODUCTION
Radiohas become sucha vital and indispensable tool forgoverninginAfrica,thatitistherefore
consideredthe onlytrulymassmediuminAfrica.The liberazationothe mediahasbroughtwithitethnic
radiobroadcastingstations.One of the majorproblemsthatfacedAfricancountriesimmediatelyafter
independencewasthatof weldingthe variousethnicgroupsintoa national unityandcreatingasense of
belongingandnational identity.Analysishasshownthatas muchas ethnicstationsare veryimportant
source of informationtothe audiences,theyactuallydoverylittle toenhance nationaliisues,especially
the aspectof unifyingthe society,whichtosome extentcontribute tothe tribalismfactorinKenya. The
emergence of ethnicradiobroadcastingstations,beingaresultof ideological andpolitical pluralism
whichisnothingelse,butthe free expressionof social andpolitical reality,demandsthatvariety,
difference ,contrariety,anddivergence are permitted,toleratedandevenencouraged.
Liberazationhasofferedanalternative voicetothe people of Kenyabutlackguidelinesandclearmedia
policyhasmeantthat there are no restrictionsonthe content of the independentstations
programming.Smith1994, establishedthtthe mediaare likely,bothtoaffectandbe affectedbeywhat
goeson ina community. Kasoma1990 establishedthatthispresswaseffective contentwise and
circulationwise
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