AN EXAMINATION OF THE ROLE OF SOCIAL MEDIA IN PROMOTING THE POLITICAL INTEREST OF YOUTH IN KENYA

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

The pervasive presence of social media inside the information age has facilitated the advancement of democratisation and political growth. The media, as a contemporary phenomenon in the spread of information and knowledge, has transcended the constraints of conventional modes of communication and social interaction, therefore assuming a pivotal role in individuals' daily existence. Consequently, it exerts a profound influence on their social, political, and economic endeavours. In the past, the Internet was primarily regarded as a news medium; nevertheless, contemporary civilizations increasingly rely on social media platforms as their primary sources of information. Social media has become widely used for many purposes, with social networks being a prominent use. These networks enable millions of individuals to connect and engage with others in an open domain, facilitating social interaction and the sharing of various forms of media, including text, voice, photos, and videos (Alquraan et al., 2017). The inherent interactivity of social media platforms renders them suitable for a wide range of applications, including but not limited to job searching, socialising, educational pursuits, entertainment, governance, and political engagement.

It is apparent that the establishment of durable democratic government is contingent upon the active involvement and participation of individuals in political processes, particularly in nascent democratic systems.  According to Dunu and Uzochukwu (2015), political engagement refers to a collection of actions undertaken by citizens with the intention of influencing the policies or officials of a government. Political involvement enables citizens to exercise their right to vote for political representatives, who are responsible for formulating policies that benefit the citizens. These policies, in turn, contribute to the implementation of social programmes that ultimately serve the interests of the citizens. Political participation refers to the engagement of citizens in acts, events, or activities that have an impact on the selection of and/or the actions done by political representatives (Okoro and Nwafor, 2015). Political participation refers to the diverse range of means employed by individuals to articulate their political perspectives and exercise their rights, hence exerting influence on the political processes. Therefore, civic engagement is regarded as an essential component of democratic societies, encompassing the deliberate efforts made by individuals to exert influence on the resolution of political matters.

            According to Granger-Frye (2018), digital channels offer platforms for individuals to express their political perspectives, engage in dialogue with politicians, access information on political campaigns, and observe and report instances of electoral misconduct. Therefore, they possess a significant capacity to stimulate engagement in political endeavours, whether conducted through digital platforms or in physical settings. Based on the findings of the National Information and Communication Technology (NICT) study, it is evident that Kenya exhibits a notable level of internet penetration, as almost two-thirds of its population engage with social media platforms for purposes such as enjoyment, communication, and accessing information relevant to both personal and commercial requirements. The empirical evidence indicates that the proliferation of social media has a noteworthy impact on the mobilisation and engagement of individuals in political endeavours. Additionally, scholars have equally substantiated that politicians are increasingly utilising social media platforms as a means to connect with their supporters, amass backing, and cultivate political involvement among their followers (Chan, Chen, & Lee, 2017).

Kenya achieved its independence from British colonial rule in the year 1963. Subsequently, the nation has seen a series of political transitions, including periods characterised by authoritarian single-party systems, an unsuccessful coup attempt, the establishment of a pluralistic democracy with several political parties, instances of ethnic conflicts, and a highly disputed presidential election that brought the country to the verge of civil unrest. During this particular time frame, there has been a notable marginalisation of the youth population in Kenya, rendering them susceptible to the manipulative tactics employed by politicians (Kenya National Assembly, 2017). In the context of Kenya's post-election violence in 2007/2008, as well as in other political scenarios within the country, the youth are often utilised as tools by older politicians to accomplish objectives determined by and pertinent to the latter, rather than leveraging their numerical strength to shape political discourse and, consequently, electoral results. Undoubtedly, the prevailing power structure frequently undermines the interests of the youth, so marginalising the most substantial population in Kenya and diminishing their influence in the realm of national politics. This study aimed to investigate the potential impact of social media usage during the 2022 election campaign on the amount of young involvement in the elections, considering the general elections held in August 2022 and the reported high level of online debate.

1.2  Statement of the problem

There is a prevailing argument that the youth in Kenya encounter several obstacles that frequently hinder their capacity to effectively participate in the political landscape of the nation (Imoite, 2017). However, this has not always been the prevailing situation. At the time of independence, a notable proportion of young individuals had influential political roles, including Tom Mboya, J. M. Kariuki, Martin Shikuku, Mwai Kibaki, Jean-Marie Seroney, and Pio Gama Pinto. After a span of sixty years, the majority of these individuals, with the exception of those who have passed away, continue to maintain a significant level of engagement and influence within the realm of national politics. However, the current landscape presents even greater challenges for young individuals aspiring to attain prominence in this arena. This is in spite of the fact that the youth constitute the largest voting demographic according to the most recent census data in Kenya, which reported a national population of 38,610,097 (Kenya National Bureau of Statistics, 2009). Among the total population, individuals aged 0-35 years constitute 79% (30,501,977). Within this age group, the young aged 15-35 years account for 11,285,731 individuals, representing 37% of the population under 35 years old. This demonstrates the potential influence of the youth vote within the realm of Kenyan politics. The rise of new media platforms and the active involvement of young individuals in embracing these sources of information present a potential avenue for them to actively participate and exert intentional influence in the political landscape of Kenya.

Akinyetun (2021) presents empirical data indicating that young individuals encounter a range of obstacles that impede their full engagement in political endeavours. These problems encompass insufficient voter education, diminished interest, decreased trust and confidence in the political framework, as well as the presence of poverty and unemployment. According to Mukhongo (2019), a significant number of young individuals possess certain ideas that render them susceptible to political manipulation, hence posing a threat to democratic principles and effective government. Moreover, Kipkoech (2022) asserts that the utilisation of social media does not yield a substantial influence on tangible engagement in the political procedure. The aforementioned research offer valuable insights into the potential impact of social media on voters' decision-making processes. However, it is worth noting that a majority of these studies do not expressly focus on the young demographic, despite their status as the primary consumers of social media platforms (MajóVázquez et al., 2021). The question at hand is to the potential impact of political information disseminated via youth-oriented platforms, such as social media, on the ability of young individuals to effectively shape national politics..Against this backdrop, the study seeks to conduct an examination of the role of social media in promoting the political interest of youth in Kenya.

1.3  Objective of the study

The broad objective of the study is focused on an examination of the role of social media in promoting the political interest of youth in Kenya. The specific objectives are:

i.          To examine the effect of social media engagement and youth participation in the 2022 general election in Kenya.

ii.        To assess the effect of social media usage on youth participation in the 2022 general election in Kenya.

iii.      To determine whether  social media mobilization impact youth participation in the 2022 general elections in Kenya.

iv.      To ascertain whether political information delivered through  social media can promote youth interest in politics

1.4  Research Question

v.        What are the effect of social media engagement and youth participation in the 2022 general election in Kenya?

vi.      What the effect of social media usage on youth participation in the 2022 general election in Kenya.?

vii.    Does social media mobilization impact youth participation in the 2022 general elections in Kenya?

viii.  Does political information delivered through  social media can promote youth interest in politics?

1.5 Research Hypothesis

Ho: Political information delivered through  social media does not promote youth interest in politics

Hi: Political information delivered through  social media canpromote youth interest in politics

1.6  Significance of the Study

Given the volume of research affirming that media influences people’s decisions to engage in political activities, this study will provide information on the extent to which social media influences the participation of Kenyan youth in general elections. The findings willhelp detail the social media features that encourage public participation and was useful in developing guides that politicians can use to encourage their followers to have the desire to translate online transactions into meaningful political engagement. This study will also be useful to the youth as it first focuses on how to improve youth participation in the formulation of policy decisions that have a significant influence on their future. This paper calls for the active participation of the youth in political activities and will establish how social media can be utilized by voters to access information on political events and how this media can be utilized to generate democratic emotions that lead to offline participation in political activities. This study will also be useful to future scholars who can use its findings as reference material with respect to youth engagement in politics through social media. This research makes theoretical contributions on how the uses and gratification theory, a method for understanding why and how people actively seek out specific media to meet specific wants, can be used to explain social media use in political contexts. This study will also identify gaps that need further examination on how the study variables relate. It was important as a source of research gaps for future research.

1.7  Scope of the study

The scope of the study borders on the role of social media in promoting the political interest of youth in Kenya. The study further examine the effect of social media engagement, social media usage, social media mobilization and youth participation in the 2022 general election in Kenya.

1.8 Limitation of the Study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing that it is a new discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. Additionally, the researcher will simultaneously engage in this study with other academic work. However in spite of the constraint all these constraint were downplayed to give the best.

1.9  Definition Of Terms

Social media; A group of internet-based applications that facilitate the creation and exchange of user-generated content, and they include numerous applications such as Facebook, Instagram, Pinterest, Twitter, Google Plus, WhatsApp, and YouTube (Kaplan & Haenlein, 2010).

Social media engagement; The interactive, peer-based acts through which individuals and groups exert both voice and influence on issues of public concern on social media platforms (Popovic, 2016).

Social media mobilization; is a technique that enlists a large number of people to accomplish a goal in a short period of time, through the use of social media (Wang, et al, 2015)

Social media usage; the intensity with which individuals integrate social media into their daily business operations (Maree, 2017)

Youth; the collectivity of all individuals in the Republic who have attained the age of eighteen years but have not attained the age of thirty-five years, according to the Kenya constitution (2010)

Political participation; The actions that members of the population undertake to influence the decisions of government officials, such as voting in elections, donating to political campaigns, volunteering in community development activities, communicating with political representatives, and involving in cooperative activities such as strikes.

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