The Effects Of Media In Public Diplomacy: A Case Of Media During And After The 2007/08 Pev In Kenya

Abstract

Public diplomacy is the effort of one nation to influence public or elites of the next nation for the purpose of using foreign policy to its target. In a democratic state the media ought to be reliable, trustworthy and share diverse unbiased information. In essence most media houses in Kenya have standards, code of conducts, and editorial ethics that underline and promote these values. It is observable today that the media plays a key role, positive or negative, in the world‘s affairs such as conflict, policy making and humanitarian response. The aim of this research was to critically analyse the effects of media in public diplomacy during and after the 2007/08 post-election violence in Kenya. This research used a descriptive research design. The study was conducted in Nairobi County. The study primary research entailed visits to the Ministry of Foreign Affairs and the Ministry of Interior and Coordination of National Government to conduct personal interviews with the staff. Purposive sampling was used to choose those to be interviewed to help get the right information. Data was mainly derived from secondary and primary sources. Interview guides were used to collect primary data. Content analysis was used to analyze the collected data by arranging it in common themes. The qualitative data was analysed using content analysis method. The study found that the role played by the media were both positive and negative. The media was accused of being a source of conflict through propaganda and bias in their reporting. The study established that the media could have strived to become a bridge between government and the public. The study also concludes that the media significantly influenced public’s perceptions and actions towards the 2007/08 PEV. The study recommends that the media should minimize cases of making violent language more animated and exciting as it can spark people’s fears and aggression.