IMPACT OF SOCIAL MEDIA ON NEWS ROOM SITUATION OF

GATHERING AND DISSEMINATING INFORMATION: A CASE STUDY OF

KBC

BY
..

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENT FOR THE AWARD OF
BACHELORS DEGREEE IN . TO THE MOI UNIVERSITY
MARCH 2016

DECLARATION
Declaration by the Student
This research project is my original work for the award of a degree and it has not been
submitted to any other Examination. No part of this research project should be
reproduced without my consent or that of the Moi University.
Name: . . Sign .. Date
ADM:..

Declaration by the Supervisor

This research project has been submitted for defense with my approval as the
Moi University supervisor

Name: ..Sign .. Date

Lecturer Supervising

ii

DEDICATION
I dedicate this research work proposal to my family and God, as they have stood by
me throughout this education journey. A vote of thanks to my friends for being
supportive and understanding that time was of the essence as I partook in my studies.

iii

ACKNOWLEDGEMENT
I wish to acknowledge the Almighty God for the sound mind and strength that made
me to end the tedious work of research. I wish to acknowledge the professional effort
of my supervisor .. and the entire Moi University community for
providing a conducive and supportive learning environment.

iv

ABSTRACT
The purpose of this study was to establish the impact of social media in newsroom
situation of gathering and disseminating of information. The specific objectives
included to determine the various social media platforms used in the newsrooms, to
determine how various news groups engage with audiences/readers on social media
and to assess the impacts of social networking on newsroom situation of gathering
and disseminating of information.
The research adopted descriptive research design and narrowed the population down
32 participants who were applicable for the study. Research participation was
voluntary thus sample size was randomly selected. The study used stratified random
sampling which is method of sampling that involves the division of a population into
smaller groups known as strata. Data collection was through questionnaires.
From the findings, there are various social media platforms used in the newsrooms.
Those that were not in use were linkedin at 43%,google + at 21% and you tube at
36%.For those which respondents did not know whether they were in use you tube
was at 43% and flickr at 57%.Those used often included facebook at 29% and twitter
at 71% while those used very often included facebook at 36% and twitter at
64%.From these findings, it can be observed that there are various social media plat
forms used in the news rooms and the most common were twitter and facebook.For
the extent to which social media affects the news room situation of gathering and
dissemination of information, respondents (43%) indicated very great, 43% also for
great extent, 14% moderate extent. From these findings it can be observed that social
media playa a very significant role towards the news room situation of gathering and
disseminating information. The findings are in line with the various ways in which
various news groups such as journalists engage the social media to search for news
and verify news sources. When asked about the effects of social media on the news
room situation of gathering and disseminating information, respondents (28%)
indicated that social media enhances media house visibility to various audiences,29%
that it is a tool for sourcing for audiences,29% that it is a tool for measuring
performance and 14% that social media such as youtube act as a training ground for
various news groups such as journalists.

The study recommends a holistic model of social media utilization is recommended,

regular trainings on how to utilize the ever changing social media platforms is
necessary. Organizations such as KBC which has employees that are slightly older
should train employees on how to embrace new media platforms.KBC also needs to
aggressively continue using the platform to change the perception of Kenyans towards
the station. Other researchers can pursue research on how can organization utilize
social media to increase productivity and how social media has broken bureaucratic
barriers in mainstream media.

TABLE OF CONTENTS
DECLARATION.........................................................................................................iii
DEDICATION.............................................................................................................iv
ACKNOWLEDGEMENT...........................................................................................v
ABSTRACT.................................................................................................................vi
TABLE OF CONTENTS...........................................................................................vii
LIST OF TABLES......................................................................................................vii
LIST OF FIGURES..................................................................................................viii
LIST OF ABBREVIATIONS/ACRONYMS.............................................................ix
OPERATIONAL DEFINITION OF TERMS............................................................x
CHAPTER ONE...........................................................................................................1
INTRODUCTION TO THE STUDY.........................................................................1
1.1 Introduction............................................................................................................1
1.2 Background of the Study.......................................................................................1
1.3 Statement of the Problem....................................................................................4
1.4 Objectives of the Study..........................................................................................5
1.5 Research Questions................................................................................................5
1.6 Significance of the Study.....................................................................................5
1.7 Limitations of the Study........................................................................................6
1.8 Scope of the study...................................................................................................7
CHAPTER TWO..........................................................................................................8
LITERATURE REVIEW............................................................................................8
2.1 Introduction............................................................................................................8
2.2 Review of Theoretical Literature..........................................................................8
2.3 Critical Literature................................................................................................13
2.4 Conceptual Framework.......................................................................................13
CHAPTER THREE...................................................................................................15
vi

RESEARCH METHODOLOGY.............................................................................15
3.1 Introduction..........................................................................................................15
3.2 Research Design....................................................................................................15
3.3 Target Population.................................................................................................15
3.4 Sample Design.......................................................................................................16
3.5 Data Collection Instruments...............................................................................16
3. 6 Data Analysis.......................................................................................................17
CHAPTER FOUR......................................................................................................18
DATA ANALYSIS, PRESENTATION AND INTERPRETATIONS.....................18
4.1 Introduction..........................................................................................................18
4.2 Presentation of Findings......................................................................................18
CHAPTER FIVE........................................................................................................30
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS. 30
5.1 Introduction..........................................................................................................30
5.2 Summary of Findings...........................................................................................30
5.3 Conclusion.............................................................................................................31
5.4 Recommendations................................................................................................31
5.5 Suggestion for Further Studies...........................................................................31
REFERENCES...........................................................................................................32
APPENDICES...............................................................................................................i
APPENDIX I: INTRODUCTION LETTER.............................................................i
APPENDIX II:QUESTIONNAIRE...........................................................................ii

vii

LIST OF TABLES
Table 4.1 Response Rate............................................................................................18
Table 4.2 Gender of Respondents.............................................................................20
Table 4.3 Age of Respondents....................................................................................21
Table 4.4 Working Experience of Respondents.......................................................22
Table 4.5 Social media platforms used in the newsrooms.......................................23
Table 4.6 various news groups that engage with audiences on social media........24
Table 4.7 Ways in which various news groups engage with audiences/readers on
social media.................................................................................................................25
Table 4.8 Extent to which social media affects the news room situation of
gathering and disseminating information................................................................27
Table 4.9 Effects of social networking on newsroom situation of gathering and
disseminating of information....................................................................................28

LIST OF FIGURES

Figure 2.1 Conceptual Framework...........................................................................14

viii

Figure 4.1 Response Rate...........................................................................................19

Figure 4.2 Gender of Respondents............................................................................20
Figure 4.3 Age of Respondents.................................................................................21
Figure 4.4 Working Experience of Respondents.....................................................22
Figure 4.6 various news groups that engage with audiences on social media.......24
Figure 4.7 Ways in which various news groups engage with audiences/readers on
social media.................................................................................................................26
Figure 4.8 Extent to which social media affects the news room situation of
gathering and disseminating information................................................................27
Figure 4.9 Effects of social networking on newsroom situation of gathering and
disseminating of information....................................................................................29

LIST OF ABBREVIATIONS/ACRONYMS
CCK

Communications Commission of Kenya

ix

KBC

Kenya Broadcasting Corporation

KTN

Kenya Television Network

NTV

Nation Television

OPERATIONAL DEFINITION OF TERMS

Social Media

New media platforms, such as Facebook and Twitter used to

gather and report news, to promote news products and to build
relationships with their audiences

Media houses

Organizations that engage in gathering news, disseminating,

promotion, entertainment and related activities.

xi

CHAPTER ONE
INTRODUCTION TO THE STUDY

1.1 Introduction
This chapter consists of background of the study, statement of the problem, objectives of
the study, research questions, significance of the study, limitations of the study and scope
of the study.
1.2 Background of the Study
Communication authority of Kenya CA 2015 estimates that slightly over 20 million
Kenyans access the internet. Bloggers association of kenya (BAKE) however in
the report the state of blogging and social media in Kenya todayestimates the
figures stands at 26.1 million kenyans

. CCK (2010) further puts mobile

penetration at 82.6 % of the Kenyan population. Most Kenyans own phones that
can at least allow access to the internet in its basic form. Most of the over 20
million Kenyan who can access the internet operate at least one social media
account or more. At least 1.6 million Kenyans have twitter account. 700,000 of
them are active participants on the platform each month. Face book has an
estimated 4 million Kenyans using the platform. Social networks are a rapidly
growing as a source of news and platform to send information to various publics.
This is vindicated by statistics on the Social bakers blog which indicated the
dominant forces on Facebook in the country who include key personalities political
leaders and media houses.
Media houses such as KTN, CITIZEN NTV KBC have millions of Kenyans closely
following the social media pages to get time updates on the most rest events.The rapid
growth of social media as a vital tool all spheres of the economy is highlighted by the
growth of revenue in terms of advertisement on various social media platforms and
blogs.The Bloggers Association of Kenya report estimates that the value of online
advertising industry in Kenya stood at Kshs. 165 billion by the end of 2013 and is
projected to rise to over Kshs.301 billion by 2018. The number of Kenyans who say they
frequently get news or news headlines/information from social networking sites such as
Face book or Twitter has virtually tripled over the past three years (Kalyango, 2011;
1

Montero, 2009). The colossal expansion in the wired and wireless digital media
supplemented traditional media, explicitly radio, newspapers, television, and magazines
(Montero, 2009). The digital media, specifically cell phones, have infiltrated remote
zones in numerous African states that have been unreachable by traditional media in the
past.
Newspapers being the hard hit by this changing times and confronted with persistent drops in
paper sellouts have now reduced on their print transmission and are now signing on to social
media networks to satisfy the online clientele who prefer getting their news on the go and so
usually do not have the time to sit down and read through a news paper (Avery ,2010).If
searching for news was the greatest development of the last ten years then sharing news is
turning out to be the most important of the next . Newsrooms have to now adjust to this new
form of information and news transmission on social media sites. The fourth estate is literally
scrambling to ensure that all areas are covered especially when it comes to the internet hence
increasing its workload in satisfy their demographic internet .
The increase in the number of fourth estate with social media pages is a shows that news
groups are thinking about social media tactically and taking it seriously (Arceneaux,

&

Weiss,2010).The seismic change occasioned by the social media has seen more and more
journalists embrace the platform to disseminate and access information. Professional
journalists are relying heavily on social media as a plat form for searching, gathering and
disseminating information in sport, entertainment, education, marketing, chatting and
commentary (CCK report, 2012)
The most commonly used social media platforms in the media front are
Twitter,facebook,youtube and Whattsap.Twitter is an online service that enables one to
send and read short 140 character messages called tweets. Registered user can read and
post tweets but unregistered can only read them.It can also be accessed by website,
interface or even an app.Facebook having celebrated ten years since its inception, has
grown to be an all time favorite of many. Users create a profile of themselves add friends
exchange messages, post status and photos, share videos and receives information when

others do the same. Face book has over 1.3 billion active users as of June 2014 a big
advantage to most newsrooms (Boczkowski, 2004).
You tube allows users to upload, view and share videos. Most of the content is uploaded
by individuals but some media corporations like CBS offer material via this site through a
partnership program. Social can be defined as the means of interaction among people
where they create, share and exchange information and ideas in virtual communities and
networks. This type of media is commonly referred to as New Media in broadcast circles.
This new form of media makes the transfers of text, photos, audio, video, and information
in general very fluid among internet users. The result is an enormous amount of
information that can be easily created, searched, shared, promoted, and disputed
(Boyd,2007).
In order to accurately grasp the impact of social networking on traditional journalism, one
must understand the relationship between journalism and technology, how it developed to
where it is today. History articulates that technology prompts journalism to change (Giles
and Snyder, 2001). In the mid-nineteenth century, the telegraph could be used by news
editors to collect and send information around the world quicker than ever before. By the
early twentieth century, the camera could produce photographic pictures of people and
events that readers had never been able to see (Nguyen, 2013).In the previous forty years,
most afternoon newspapers have vanished, peoples main news sources have swung from
paper, to television, to the Internet, and our ways of understanding the news has
completely changed(Nguyen, 2013).
Social networking sites such as twitter, Face book, MySpace, YouTube, flicker and others
have been growing at a tremendous rate and the adoption rate such as media has been
skyrocketing which in turn has delivered astronomical numbers of users in less than 10
years. For instance The International Telecommunication Union reported that Africas
wireless digital media market increased by more than 50 million subscribers in 2010,
reaching 435 million mobile subscribers as at summer 2010(ISSP, 2010).As a
consequence of this astounding phenomenon involving both the rapid emergence of this
cutting edge technology and its adoption, social media have become an integral part of
the contemporary classroom, of advertising and public relations industries, of political
3

campaigning and of numerous other spats of our daily existence. (Douglas A. Ferguson,
2009).
Consumers of mass media have always used their experience and interpretations as topics
to engage other fans and friends. This function of media consumption is called
conversation currency(Derragon, 2009) .the better informed viewers are of particular
element of the mass media ,the more they have to spend and he more credibility they
obtain. Fans of television programs thus use their knowledge of show to back up their
interpretative claims.
In Kenya the majority of media users are youths, although its widely used by older age
groups. In a survey I conducted in universities, the majority of students and face book
and twitter as primary means of communication and accessing information. They gave
examples of how they are able to get breaking news through social Medias instead of
main news organization (CCK, 2012). So when journalist use social media they get more
recognition and visibility both for themselves and their media organization. Thus is
because millions of people use social media on a day to day meaning that they get wide
exposure. This is a huge way in which the presence of the organization and the journalist
is felt.First journalists use social media to expose to sources and opportunities, due to its
interactive nature. Through social media, a journalist can easily identify and get in touch
with sources in any part of the world. For example, if a journalist is filling a story on a
certain topic, he or she can post questions on face book or tweet the questions so that they
can get more information and diverse views on the topics, allowing the journalist to
publish a story thats more in-depth.
1.3 Statement of the Problem
The traditional newsroom is organized along the lines almost of a military unit, with a
strong publisher, editor or news director overseeing a relatively rigid hierarchical
organization. But new media has brought implications to this organizational and
structural order. This is because online newsrooms tend to be increasingly decentralized
and flexible especially those that are original to the internet, and they reflect a more
experimental and adaptable entrepreneurial culture. Also the this merging new form of
media has brought a new form of journalism whose distinguishing qualities include
4

ubiquitous news ,global information access, instantaneous reporting, interactivity,

multimedia content and extreme content customization. This presents many threats to the
most cherished values and standards of journalism. Authenticity of content, source
verification, accuracy, and truth are all suspect in a medium where anyone with a
computer and modem can become a global publisher. The purpose of the study is to
establish the impact that social networking sites (social media) have brought in todays
newsroom situation of gathering and disseminating of information.

1.4 Objectives of the Study

1.4.1

General Objective

To establish the impact of social media in newsroom situation of gathering and

disseminating of information
1.4.2

Specific Objectives

The specific objectives included the following;

i.
ii.

To determine the various social media platforms used in the newsrooms.

To determine how various news groups engage with audiences/readers on social

iii.

media.
To assess the impacts of social networking on newsroom situation of gathering
and disseminating of information.

1.5 Research Questions

The following research questions guided this study;
i.
ii.
iii.

What are the various social media platforms used in the newsrooms?
How do various news groups engage with audiences/readers on social media?
What are the effects of social networking on newsroom situation of gathering and
disseminating of information?

1.6 Significance of the Study

Notwithstanding the immense benefit of social media, there is negligible research on the
impacts of using social networking on traditional communication in the newsroom. Given
the remarkable evolution and reputation of social media over the preceding few years, it
is significant to assess if newsrooms are using this technology to interconnect with their
5

audiences and how media houses are integrating it into their interaction strategies. By
bringing the various factors underlying the impacts of social media on traditional news
room in Kenya to the fore, this study opens an oft-ignored dimension to the debate on
traditional media and social networking. It is also envisioned that this study might
provide a basis for rethinking medias social responsibilities as well as the changes
necessary to orient media to the day-to-day aspirations of Kenyans.

1.7 Limitations of the Study

1.7.1 Confidentiality
This study focused on internal issues of the organization and some respondents may not
be willing to provide information citing restrictive company policy. However the
researcher overcame these by assuring the respondents that the information collected was
kept confidential. This was indicated in the letter of introduction.

1.7.2 Inaccessibility
The researcher had challenges to various sections of the organization because some
information may not be accessed by outsiders due to security issues. However the letter
obtained from the projects manager indicating the purpose of the study was helpful in
ensuring the researchers access to the organization.
1.7.3 Working schedule
The challenge to be experienced may

emanate from the kind of schedule these

respondents had. The very nature of their working schedule means that accessing them
easily is a challenge. In order to counter this challenges the researcher had to make early
preparations regarding the data collection session and most preferred means is the use of
questionnaire so that it could provide the needed convenience.

1.8 Scope of the study

The research study will be carried out at the Kenya Broadcasting Corporation newsroom
department in Nairobi. The targeted population was people comprising of reporters, video
editors, and sub-editors . The study was undertaken from October 2015 to March 2016.

CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
This section is all about systematic identification, location and review of documents with
relevant literature related to the study. It will also present critical review of the past
studies and summary.
2.2 Review of Theoretical Literature
2.2.1

Various social media platforms used in the newsrooms

In 2011, a Pew study suggested that social media users included men and women who
spanned nearly all age groups, income brackets, ethnicities and education levels (Madden
& Zickuhr, 2011). Thus far, Facebook and Twitter are among the most frequently used
social media sites (Stelzner, 2011). Facebooks platform gives users the ability to add
friends, send messages and update a personal profile, which is visible to others. Facebook
users may also join virtual groups where individuals who are interested in a particular
topic can share information that is relevant to the group (Quan-Haase & Young, 2010).
Twitter is considered a micro-blogging service that allows users to send and receive short,
140-character, messages called tweets. Individuals who sign up to receive ones tweets
are called followers (Stassen, 2010). One of the hallmarks for Facebook and Twitter is
instant publication; both sites allow individuals to transmit text, images, sounds or videos
to the masses without delay (Levinson, 2009).

Several businesses have also established a presence on social media; however, the degree
to which companies use social media varies significantly (Mann, 2009; McCorkindale,
2010; Zerfass, Fink & Linke, 2011). Mann (2009) learned that some businesses used
Twitter as direct and indirect marketing channels and as a surveillance tool to monitor
what customers and competitors were saying about the company (Mann, 2009). On the
8

other hand, McCorkindales (2010) content analysis found some Fortune 500 companies
did not have a Facebook profile or had a limited Facebook presence. In addition, few
organizations have social media guidelines and many others have not even considered
them (Zerfass et al., 2011).
2.2.2

How various news groups engage with audiences/readers on social media

Numerous studies about how social networking impact broadcast journalism were
conducted in the early 2000s, when the Internet started to have a robust existence in the
world of news media. Since its development, the Internet has become the most
widespread means of conveying news, and has gradually reformed journalists job and
their impacts on their viewers and listeners along with the successive arrival of mobile
technology (2001, Bardoel).
Contemporary research on this matter has emanated from the Pew Research Center,
which has focused on the impact of the Internet on traditional communication in the
newsroom. Jurkowitz and Matsa from the Pew Research Journalism Project cautioned
that though local television stations have become a popular among significant news
organizations, their dynamism has declined because of trends that lay them behind many
other rivals. Television news is losing momentous portions of its audience, predominantly
youthful viewers, and trailing in digital revenue. Furthermore, Sasseen, Olmstead, and
Mitchell of the Pew Research Center explained how journalists have become reliant on
the technological industry and mobile titans in order to catch viewers. Conversely, they
gave details that news, in general, still influences anticipation because most audience
colleagues return to legacy newspapers and television stations for their information.
(Kaye, 2010).
Earlier research orates that the media and for that matter digital media are playing a
serious function in election consolidation in some countries like Ghana (Temin & Smith,
2000). The Internet and other individual wireless electronic digital devises also have
lessened the time that information searchers and citizens used to spend to obtainer send
the news and other information.

Lehman-Wilzig and Cogen-Avigdor (2004) explained that each mass medium progresses
through a lifecycle, which typically includes seven stages: birth, market penetration,
growth, maturation, defensive resistance, adaption and obsolescence. Consequently, a
new mediums job is to improve upon the old technologies (Stober, 2004); Stober cited
the newspaper improving Gutenbergs printing press, the radio improving telegraphy, and
television improving radio as distinct examples.
In 1980, Marvins essay predicted that consumers would one day use a black box to
receive mass media messages. The black box would allow individuals to pick and
choose from a wide variety of content at any time (Marvin, 1980). It appears Marvins
prediction has come to fruition (Boczkowski, 2010; Nguyen, 1998; Westlund, 2008).
Beginning in the 1990s, digital technologies offered audiences new channels to consume
media messages, which radically disrupted traditional mass media organizations and their
business models.
The computer and Internet technologies have significantly influenced the journalism
industry (Hermans et al., 2009 ). For newsgathering, Garrisons (2001a) study found
journalists working in Internet connected news organizations could quickly access large
quantities of valuable information; as a result, some newsroom managers and reporters
felt the Internet gave their organizations a competitive advantage. Traditional-media news
organizations also began using the Internet as a news distribution channel. News websites
proved to be beneficial because newsrooms could publish more content without the time
and space constraints that were present in TV news broadcasts and print newspapers.
Additionally, the web produced a new source of advertising revenue (Dibean & Garrison,
2001). Even though newspaper websites were primarily dedicated to news events, Dibean
and Garrisons (2001) content analysis found that newspapers frequently used the Web as
advertising space for consumer products, services and real estate.

2.2.3 Impacts of social networking on newsroom situation of gathering and

disseminating of information.
10

Since the inception of the Internet, many newsroom decision-makers have attempted to
blend new and old media in order to save money, maintain coverage and some argue
improve local news coverage. Some have capitalized on new media platforms, such as
Facebook and Twitter, to gather and report news, to promote news products and to build
relationships with their audiences (Greer & Ferguson, 2011; Lowery, 2009; Picard, 2009;
Schulte, 2009; Stassen, 2010). In addition, several TV stations have developed entire
news programs with content provided solely by viewers who submitted story ideas and
comments through social media channels (Marszalek, 2011). While it is evident that
audience members are using new technologies, such as social media, to consume massmedia messages in new ways, what is not known is the extent to which news outlets and
journalists are using social media to gather news and deliver content to news consumers.
The Internet is viewed as one of the supreme discoveries in mass communication, as an
agent of human and social growth or as an significant transmitter of globalization
(Bonjawo, 2002) However, the Internet Usage and Population Statistics show that by the
end of 2010, Africa still pooled only 5% of Internet traffic. But there is continuous
development in convenience and relevance of Internet knowledge to numerous aspects of
social life in Africa (Gyamfi, 2005).
The same Internet report of 2011 point out an increase in the number of Africans using
the Internet from 2000 to 2010 to about a 1000%, while worldwide it was pegged at
260%.Nonetheless, Internet use in Africa is not greatly different from other parts of the
world such as Europe, the Middle East, and the Americas. For instance, there are
industries that depend on Internet use to contact both old and new customers who have
developed a complex test for technology and new media in general. The youths in Ghana,
South Africa, Nigeria, and other parts of Africa gradually use the Internet as a method of
making and testing out standard of living, such as making new networks and online
dating throughout the world (Fair et al., 2009).
It is familiar now to overhear African youths discourse about Facebook and their goal of
helping people throughout the planet to build a social hub. The chief challenge with the
Internet in Africa, however, is the sluggish speed due to bandwidth and overloading.
11

Audio-visuals also interject to the confines of Internet usage in most parts of Africa. In
the early 2000s, Baker (2001) drew awareness to how the Internet was used by people,
organizations, and countries alike to represent their culture and to encourage country
wide identity. He asserted that at that time, the struggle to generate online content to
foster national identities occasionally led to computer-generated conflict, which he
hypothesized as the use of the Internet to confront the views and opinions of diverging
groups and civilizations. Later in the decade, Moyo (2009) orated that some governments
were nervous about the possibility of new media and its efficacy in shaping the
convictions and attitudes of nations regarding tyrannical governments in Africa. They
dreaded the emergence of a new socialized media environment where populations
mobilized themselves to overthrow governments.
Moyo (2009) and Kalyango(2011) claimed that the attempt by these autocratic
governments to regulate the media space with lawful and extralegal procedures was
successful at that time because they regulated the traditional media such as radio,
television and newspaper. However, populaces reinvented and advanced the social media
phenomena, first by using their mobile phones to call in to live radio talk shows and other
current affairs on television to deliberate and participate in political dialogue. They
accessed and began to use the Internet as a power for civil mobilization, social and
political advocacy, and citizen input. According to international press reports on the BBC
and Reuters, new media devices such as mobile phones and pagers were used to
document underground plots to rig election results in Ivory Coast in 2010 and in
Zimbabwe in 2008. Recently, however, the social media outlets such as Facebook,
Twitter, and MySpace as well as mobile phones were used to rally people to engage in the
political dialogue on behalf of the various opposition political parties in countries like
Nigeria, Ivory Coast, Tunisia, Zambia, Kenya, and lately in Egypt.

2.3 Critical Literature

A review of the available literature indicates that social media has been highly adopted in
media houses today. What makes social media of particular interest to journalism is how
it has become influential as a communication and news-breaking tool. In June 2009, the
12

U.S. State Department asked Twitter to delay scheduled maintenance on the service
because it was being used by protestors angered by the results of Iran's disputed
presidential election. In July 2009, a Twitter user in Jakarta beat most major news
companies by tweeting about the Bali bombings. More recently, Google and Microsoft
began integrating Twitter messages into their respective search engines, a new feature
described as real-time search. While social media has various effects on the news room
situation of gathering and disseminating information, previous research has been done in
other media houses in developed countries such as BBC. This thus creates a gap in
generalizing the findings of the previous research to the news rooms in Kenya and KBC
in particular. To fill this gap this study was conducted in the media industry in the context
of KBC to access the impact of social media on the news room situation of gathering and
disseminating information.
2.4 Conceptual Framework
This section presents a schematic description of the conceptual framework as shown in
the figure below.

Figure 2.1 Conceptual Framework

Independent. V

Intervening

Dependent Variable
13

Media
Media house
house visibility
visibility

Audience
Audience Sourcing
Sourcing
Newsroom

Social Media

situation

of

gathering and disseminating

of information
Measuring
Measuring performance
performance

Training
Training

Source: Author (2016)

14

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
According to Marshall and Rossman (1999), a methodology chapter serves to describe
the research design and research method. This chapter outlines and discusses the different
methods and procedures used in this research work. It consists of the research design,
target population, sample size, data collection instruments, data analysis and ethical
issues.
3.2 Research Design
According to Mugenda and Mugenda (2001) research design refers to the overall strategy
that you choose to integrate the different components of the study in a coherent and
logical way, thereby, ensuring you will effectively address the research problem; it
constitutes the blueprint for the collection, measurement, and analysis of data. The
research problem determines the type of design Descriptive study was the best for the
study because it is a design that is concerned with answering the questions of who, what,
which, when or how much, questions of which constitute the research questions in this
study.
3.3 Target Population
A population refers to an entire group of individuals, events or the entire aggregation of
items from which samples can be drawn having

common observable characteristic,

Mugenda, O. and Mugenda, M. (2001). In this study, the target population was reporters,
editors and subeditors

working in the KBC newsroom. The researcher narrowed this

population down 32 participants who were applicable for the study. Research participation was
voluntary thus sample size was randomly selected.

Table 3.1 Target Population

Population category

Population frequency
15

Percentage

Reporters

14

43.75

Sub editors

10

31.25

Journalists

9.375

Technicians

9.375

Translators

6.25

Total

32

100

3.4 Sample Design

According to Mugenda and Mugenda (2003), a sample is a smaller group procedurally selected
from the population to represent it. The study used stratified random sampling which is method
of sampling that involves the division of a population into smaller groups known as strata. In
stratified random sampling, the strata are formed based on members' shared attributes or
characteristics. A random sample from each stratum is taken in a number proportional to the
stratum's size when compared to the population. These subsets of the strata are then pooled to
form a random sample. The study employed in-depth interviews of 32 participants- 14 sampled
from reporters desk, 10 sampled from Sub editors desk, 3 samples from interns on training as
journalist, 3 samples from technicians and 2 sampled from translation desk. Interviews were
conducted within 45 minutes time length for three days and it was conducted online and in
person in cases of social media users.

3.5 Data Collection Instruments

Data collection usually takes place early on in an improvement project, and is often
formalized through a data collection plan

which often contains Pre collection

activity involving agreeing on goals, target data, definitions, methods, data collection and
analysis.
Data collection was through questionnaires. Specific questions were incorporated in the
questionnaires which aimed at capturing specific information. These questionnaires were
then sent back for evaluation. The questionnaires were administered on a drop and pick
16

basis whereby respondents were issued with questionnaires and given adequate time to
fill them out before they were collected back.
3.5.1 Reliability and Validity
To ensure validity and reliability of the questionnaire. The researcher pre-tested the
questionnaire using 5 respondents from the staff who were used for testing the instrument
only. With considerations that the manner in which data is collected could make a big
difference to the rigor and effectiveness of the research project.
3. 6 Data Analysis
After the field work, the questionnaires were checked to ensure that they were properly
administered. Data analysis was done as per the questions given. The data collected data
was first sorted, categorized and tabulated. (Dooley, 2005). This was followed by data
interpretation. To enable description of the distribution of dependent and independent
variables, the findings were presented in tables and charts done via ms excel.

CHAPTER FOUR
DATA ANALYSIS, PRESENTATION AND INTERPRETATIONS
4.1 Introduction
This chapter discusses data analysis and presentation of the research findings, the chapter
gives a detailed explanation of the processes, techniques and procedures applied to
analyze and present data acquired through the use of the questionnaires.

17

4.2 Presentation of Findings

Quantitative analysis is used to present findings from closed ended questions. It involves
tabulation and presentation of data in figures.
4.2.1 Analysis of Response Rate
Table 4.1 Response Rate
Response

Frequency

Percentage

Returned Questionnaires

30

93.75

Unreturned Questionnaires

6.25

Total

32

100

Source; Author (2016)

18

Figure 4.1 Response Rate

Source; Author (2016)

The table and figure 4.1 above shows the relationship between the respondents who
actively participated in the study and those who did not participate. The figure thus shows
that a total of 32 questionnaires were issued out of which 30 representing 93.75% were
returned while 2 representing 6.25 % were not. A response rate of 93.75% is above the
threshold of 65% and with such the findings can be relied upon for recommendation
making.
4.2.2 Gender
Analysis on gender was as follows;

19

Table 4.2 Gender of Respondents

Response

Frequency

Percentage

Female

15

46.875

Male

17

53.125

Total

32

100

Source; Author (2016)

Figure 4.2 Gender of Respondents

Source; Author (2016)

The above table and figure 4.2 shows majority of respondents were male at 53.125%
followed by female at 46.875%.This shows that there were more males participating in
the study as compared to females and that out of the news groups involved in the study
male were the majority.

20

4.2.3 Age Bracket of Respondents

Table 4.3 Age of Respondents
Response

Frequency

Percentage

20-30 years

6.25

30-40 years

17

53.125

40-50 years

25

50-60 years

15.625

Total

32

100

Source; Author (2016)

Figure 4.3 Age of Respondents

Source; Author (2016)

The above table and figure 4.3 shows the age of respondents who participated in the
research study. Respondents (6.25%) had 20-30 years, 53.125% aged 30-40 years, 25%
aged 40-50 years while 15.625% aged 50-60 years. The majority of the respondents thus
aged 30-40 years representing the middle aged.
4.2.4 Working experience of Respondents

21

Table 4.4 Working Experience of Respondents

Response

Frequency

Percentage

Less than 2 years

15.725

2-5 years

10

31.25

6-9 years

14

43.75

Over 9 years

9.375

Total

32

100

Source; Author (2016)

Figure 4.4 Working Experience of Respondents

Source; Author (2016)

Table and figure 4.4 shows the working experience of respondents;15.725% had less than
2 years of experience,43.75% had 6-9 years of experience while 9.375% had over 9 years
of experience. Most of the respondents thus had an experience of 6-9 years which means
they understand they traditional communication models used in news rooms and have
also witnessed the development of social media plat forms and their relevance in the
media industry.
4.2.5 Social media platforms used in the newsrooms

22

Table 4.5 Social media platforms used in the newsrooms

Response

Dont use

Dont know

Not often

Often

Face book

9.28

29%

11.52 36%

Twitter

22.72 71%

20.48 64%

LinkedIn

14

43.75%

Google +

21.875%

YouTube

11

34.375% 13.76 43%

Flickr

18.24 57%

Others

Total

32

100

32

100

32

100

32

100

Very Often

Source; Author (2016)

Table 4.5 shows the media platforms used in the newsrooms. Those that were not in use
were linkedin at 43.75%,google + at 21.875% and you tube at 34.375%.For those which
respondents did not know whether they were in use you tube was at 43% and flickr at
57%.Those used often included facebook at 29% and twitter at 71% while those used
very often included facebook at 36% and twitter at 64%.From these findings, it can be
observed that there are various social media plat forms used in the news rooms and the
most common were twitter and facebook.

4.2.6 Various news groups that engage with audiences on social media
Table 4.6 various news groups that engage with audiences on social media
Response

Frequency

Percentage

News reporters

15.625

Editors

15.625

23

Sub editors

12.5

Journalists

18

56.25

Translators

Total

32

100

Source; Author (2016)

Figure 4.6 various news groups that engage with audiences on social media

Source; Author (2016)

The table and figure 4.6 shows the various news groups that engage with audiences on
social media. Respondents (15.625%) pointed out news reporters,15.65% editors,12.5%
sub editors and 56.25% journalists. From these findings, it can be observed that various
news groups engage audiences on social media and in most cases the journalists.
4.2.7 Ways in which various news groups engage with audiences/readers on social
media
Table 4.7 Ways in which various news groups engage with audiences/readers on
social media
Response

Frequency

Percentage

28.125

Finding News
24

Counterchecking news sources

21.875

Disseminating News

21.875

Keeping the organization visible

21.875

Keeping Products visible

6.25

Total

32

100

Source; Author (2016)

Figure 4.7 Ways in which various news groups engage with audiences/readers on
social media

Source; Author (2016)

The above table and figure 4.7 shows the ways in which various news groups engage
with audiences/readers on social media. Respondents (28.125%) indicated that they are
engaged by way of finding news, 21.875% that they are engaged by way of
counterchecking news sources, 21.875% that they are engaged by way of disseminating
news, 21.875% by way of keeping the organization visible and 6.25% by keeping
25

products visible. These findings show that various news groups use social media for
various purposes all which contribute to the operations of the media house.

4.2.8 Extent to which social media affects the news room situation of gathering and
disseminating information
Table 4.8 Extent to which social media affects the news room situation of gathering
and disseminating information
Response

Frequency

Percentage

Very Great

13.76

43

Great

13.76

43

Moderate

4.48

14

Low Extent

Total

32

100

Source; Author (2016)

26

Figure 4.8 Extent to which social media affects the news room situation of gathering
and disseminating information

Source; Author (2016)

The table and figure 4.8 shows respondents views regarding the extent to which social
media affects the news room situation of gathering and dissemination of information.
Respondents (43%) indicated very great, 43% also for great extent, 14% moderate extent.
From these findings it can be observed that social media playa a very significant role
towards the news room situation of gathering and disseminating information. The
findings are in line with the various ways in which various news groups such as
journalists engage the social media to search for news and verify news sources.
4.2.9 Effects of social networking on newsroom situation of gathering and
disseminating of information
Table 4.9 Effects of social networking on newsroom situation of gathering and
disseminating of information
Response

Frequency

Percentage

Media house visibility

8.96

28

Audience Sourcing

9.28

29

27

Measuring performance

9.28

29

Training

4.48

14

32

100

Total
Source; Author (2016)

Figure 4.9 Effects of social networking on newsroom situation of gathering and

disseminating of information

Source; Author (2016)

The table and figure 4.9 shows the effects of social media on the news room situation of
gathering and disseminating information. Respondents (28%) indicated that social media
enhances media house visibility to various audiences,29% that it is a tool for sourcing for
audiences,29% that it is a tool for measuring performance and 14% that social media
such as YouTube act as a training ground for various news groups such as journalists.

28

CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
The chapter discusses the summary of findings, conclusions and recommendations of the
research study. The answers to the research questions were discussed from the study
findings, recommendations of the study discussed and suggestions for further studies
made.
5.2 Summary of Findings
5.2.1

What are the various social media platforms used in the newsrooms?

There are various social media platforms used in the newsrooms. Those that were not in
use were linkedin at 43.75%,google + at 21.875% and you tube at 34.375%.For those
which respondents did not know whether they were in use you tube was at 43% and flickr
at 57%.Those used often included facebook at 29% and twitter at 71% while those used
very often included facebook at 36% and twitter at 64%.From these findings, it can be
observed that there are various social media plat forms used in the news rooms and the
most common were twitter and facebook.

5.2.2

How do various news groups engage with audiences/readers on social media?

For the extent to which social media affects the news room situation of gathering and
dissemination of information, respondents (43%) indicated very great, 43% also for great
extent, 14% moderate extent. From these findings it can be observed that social media
playa a very significant role towards the news room situation of gathering and
disseminating information. The findings are in line with the various ways in which
various news groups such as journalists engage the social media to search for news and
verify news sources.

29

5.2.3 What are the effects of social networking on newsroom situation of gathering
and

disseminating of information?

When asked about the effects of social media on the news room situation of gathering and
disseminating information, respondents (28%) indicated that social media enhances
media house visibility to various audiences,29% that it is a tool for sourcing for
audiences,29% that it is a tool for measuring performance and 14% that social media
such as youtube act as a training ground for various news groups such as journalists.
5.3 Conclusion
Social media has proved to be a vital component of new journalism. Any media house
worth its salt must embrace the media however there is great need to regulate the usage of
platforms especially as anyone can post content on the platform and can easily be
construed to mean the official statement of the news organization.
Media houses must strengthen the checks and balances mechanisms to reduce plagiarism
as the platforms now provide an easy route for lazy journalist who will not go to great
length to package their stories. Social media has also become a necessary evil in training
as journalist can easily access training content on the web to enhance their capacity.
5.4 Recommendations
A holistic model of social media utilization is recommended.
Regular trainings on how to utilize the ever changing social media platforms is necessary.
Organizations such as KBC which has employees that are slightly older should train
employees on how to embrace new media platforms.
KBC needs to aggressively continue using the platform to change the perception of
Kenyans towards the station

30

5.5 Suggestion for Further Studies

Other researchers can pursue research on how can organization utilize social media to
increase productivity and how social media has broken bureaucratic barriers in
mainstream media.
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33

APPENDICES
APPENDIX I: INTRODUCTION LETTER

APPENDIX II:QUESTIONNAIRE
Section A; Background Information
Instructions; Tick and explain where necessary
1. Gender

Male

Female

2. Age
20-30yrs

30-40yrs

50-60yrs

Over 60yrs

40-50yrs

3. How long have you been in the media industry?

Less than 2years

2-5 years

5 - 9 years

Over 9years
Section B

4. Indicate the extent to which the following social media platforms are used in the
newsrooms?
Dont use

Dont know

Not often

Face book
Twitter
LinkedIn
Google +
YouTube
Flickr
Others

ii

Often

Very Often

5. What are the various news groups that engage with audiences on social media?
News reporters

Editors

Sub editors

Journalists

Translators

6. In which of the following ways do the various news groups engage with
audiences/readers on social media?
Finding News

Counterchecking news sources

Disseminating News

Keeping the organization visible

Keeping Products visible

7.To what extent does social media affect the news room situation of gathering and
disseminating information?
Very Great Extent

Great Extent

Average Extent

Low Extent

Very low Extent

8. What are the effects of social networking on newsroom situation of gathering and
disseminating of information?
Media house visibility

iii

Audience Sourcing

Measuring performance

Training

Thank you for your cooperation

iv