• Login
    View Item 
    •   MUT Research Archive
    • Journal Articles
    • School of Humanities and Social Sciences (JA)
    • Journal Articles (HSS)
    • View Item
    •   MUT Research Archive
    • Journal Articles
    • School of Humanities and Social Sciences (JA)
    • Journal Articles (HSS)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    New Media and Political Marketing in Kenya: The Case of 2013 General Elections

    Thumbnail
    View/Open
    Full Text (3.920Mb)
    Date
    2014-08
    Author
    Ndavula, John O.
    Mueni, J.
    Metadata
    Show full item record
    Abstract
    The paper examines the role of new media in political marketing during the 2013 general elections in Kenya.The ways in which politicians market themselves in the political realm have changed dramatically since the emergence of new media. Politicians in Kenya found innovative ways of reaching the masses with their campaign messages through new media platforms. It is however interesting to note that despite the high energy in the new media scene, there is little literature on the role that new media plays in political marketing in Kenya. Thus, the study aims at finding out the relevance of new media in Kenyan elections. Kenya has a national policy framework that supports access to ICTs. The creation of the backbone infrastructure for ICT in Kenya has potentially opened up space for new ways of engaging with the masses through new media. The paper argues that there is a link between these developments in technological infrastructure, and ultimately improved access of the Internet, to increased online political marketing. The framing theory and technological determinism theory were used to formulate a theoretical framework for the study. The paper seeks to determine whether going forward, political parties in Kenya should give due attention to the use of new media for political marketing. The paper argues that a stronger ICT –based political campaign platform will entrench a deeper participatory, democratic culture which is in line with achieving vision 2030 for the country.
    URI
    https://www.researchgate.net/publication/316189367_New_Media_and_Political_Marketing_in_Kenya_The_Case_of_2013_General_Elections
    https://www.ijac.org.uk/images/frontImages/gallery/Vol._3_No._6/7.pdf
    https://www.semanticscholar.org/paper/New-Media-and-Political-Marketing-in-Kenya%3A-The-of-Ndavula-Mueni/52331f8582da552cfee2d10bff65980e728c8148
    http://hdl.handle.net/123456789/4519
    Collections
    • Journal Articles (HSS) [38]

    MUT Library copyright © 2017-2024  MUT Library Website
    Contact Us | Send Feedback
     

     

    Browse

    All of Research ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    MUT Library copyright © 2017-2024  MUT Library Website
    Contact Us | Send Feedback