Media priming of road traffic accidents in Kenya

Abstract

This study examines how the print media in Kenya reports Road Traffic Accidents (RTAs). Using the priming theory, the study sought to identify the patterns of reporting of RTAs in the print media especially after the introduction of the ‘new traffic regulations’. This is because the cost of RTAs in Kenya to the economy is estimated at Ksh. 14 billion per year (Republic of Kenya, 2005). The study was a content analysis of two leading newspapers in Kenya—The Daily Nation and The Standard newspapers. Data was collected using an analysis of the stories contained in the leading newspapers, which related to RTAs. The content of 251 articles on RTAs was reviewed from January 2014 to June 2014 of The Daily Nation and The Standard newspapers. A thematic analysis was done on the data, which was then presented using simple tabular comparison of means, graphs, charts and text. It was found that newspapers play a significant role in passing on RTA information to the public, although a lot still needs to be done to address an obvious gap. Print media should improve its reportage of RTAs; the way it reports and primes it and the amount of space allocated to stories on RTAs. Therefore, more space needs to be allocated to road safety issues even as all stakeholders should be encouraged to share information and opinions regarding road safety through the media. Information on RTAs and associated issues need to be published in prime pages regularly and not only when reporting on road crashes. The main finding is that Kenyan print media does not give prominence to RTAs in their coverage. The media, being a business and profit concern, is mainly interested in profit making. As the study results show, print media will cover RTAs only and when the government intervenes by introducing stringent regulations to cover the transport sector. The media then becomes reactionary, instead of being proactive in setting the agenda.