assessing media literacy in kenya

KENYA INSTITUTE OF CURRICULUM

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Assessing Media Literacy in Kenya (ongoing

research)

Paper written by:

John Kimotho – SDDMES, KICDMember, Global Digital Literacy Council

Presented by:

Joseph Wambua

During the 3rd eLearning and innovations conference

1st October, 2015


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Definition of media

• In general, "media" refers to various means of communication. For example, television, radio, internet and the newspaper are different types of media.

• Media can also be defined as the main means of mass communication (especially television, radio, newspapers and the Internet) when considered collectively.


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Media Literacy

• Media Literacy is a 21st century approach in critical human competencies.

It provides a framework to access, analyze, evaluate, create and participate with messages in a variety of forms — from print to video to the Internet.

Necessary competency for media

PROSUMERS – we all are


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Situational analysis (Radio, tv, newspapers)

Kenya’s media consumers use radio the most,followed by television and newspapers.

•93 % of Kenyans above 15 years listen to radio(Allen & Gagliar, 2011)

•58 % watch television (Bowen, 2010)

•23 % read newspapers (CA, 2010)

•Media users expose themselves to more thanone channel and media per day


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Situational analysis (Mobile phones -Kenya)

By June 2014, 32.2 Million Kenyans weresubscribed to mobile phones and this translatesto 79.2 % penetration rate (CA, June 2014)

The CA quarterly report of April to June 2014,indicated that on average, each subscriber sent71.2 short messages monthly.


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Situational analysis (Internet use - Kenya)

In 2014, Kenya registered over 22.3 millioninternet users using fixed fiber optic cable,wireless internet and mobile phones (Mwenda,2014)

These figures demonstrate Kenyans asconsumers as well as producers of mediacontent. Kenyans are truly Media Prosumers


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Implications

This heavy media usage, exposes the majorityKenyans (not the fourteen million mobile phoneusers only but almost the entire population) tomedia effects.

In Kenya, the use of mobile phones and internetlead to positive and negative dvm’t outcomesand household decisions and choices wereinfluenced by the use of new technologies.(Ndung’u & Waema, 2012)


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Implications Cont..

In addition, 75 % of Kenya’s population isyouthful in character and readily willing to learn,adopt, and adapt to new technologies (Francis &Githagui, 2005)


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Implications Cont..

This youthful population accounts for a criticalmass of the people interested in ICTs andavailable to participate in the sector asapplication developers, content creators, andtechnical support when appropriate technicalskills are acquired.


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Implications cont…

These media prosumers should be sufficientlymedia literate otherwise media utilization mayonly benefit the commercial sector and not thegeneral mass that consume this media.


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Maithya (2009) noted that secondary schoolteachers in Kenya perceived media as a stablingblock in the war against drug abuse among theyouth and that most youth obtained druginformation from TV and social media.


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Muchiri (2011) indicated that children areexposed to risks in the cyberspace likepornography, cyber gaming, cyberbullying,negative commercial advertising and violence.


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ihub research report (2012) indicated that hatespeech was growing in online platforms notingthat the greatest number of dangerous speechincidents were comments in response to publicblogs, virtual forums, Facebook posts andtweets on public group discussions with afollowing of 52% identifiable and 39 %anonymous.


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Media literacy levels among the youthinfluences the uptake and development ofcontemporary cultures (Buckingham, 2003)

Kenya understood the need for adequate levelsof media literacy and documented this in theNational Broadband Strategy (2013)


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National Broadband Strategy

By Sector Media Literate

2017 Total Population 40%

2017 Primary Schools Population 19%

2017 Secondary Schools Population 58%

2017 TVET Population 60%

2017 TTC Population 100%

2017 University Population 100%


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Challenges of NBS…

Media literacy levels base line survey not carriedout

Strategies to attained desired levels of medialiteracy not set and owned by implementingagencies

Assessing media literacy is complex. It is incommunication field under SymbolicInteractionism


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Assessing Media LiteracyAssessment at Individual, Personal and IndustryIndividual Competencies - Knowledge about media

- User Behaviour

- Understanding media content

Personal – Balanced active use

- Advance/selective use

- Computer & internet content generation

Industry - Media availability

- policy on Media content

- Education on media usage


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Assessing Media Literacy


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Assessing Media LiteracyMIXED METHODS EXPLORATORY STUDY

Sampled Counties

# Nairobi Environs Kisumu Environs Mombasa Environs

1 Nairobi Kisumu Mombasa

2 Kiambu Kakamega Taita

3 Machakos Kisii Kwale

4 Kajiado Bondo Kilifi


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Towards NBS Media Literacy Targets

MEDIA LITERACY IS REQUISTE FOR DIGITAL KENYA

The study will develop strategies towards a medialiterate Kenya

- Currently Kenyans are media illiterate (Oriare, Okello-Orlale, Ugangu, 2013)

Implementing Agencies

MOEST, KICD, MOICT, CA, CUE, MOA


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THANK YOU

assessing media literacy in kenya

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