POLITICAL COMMUNICATION: POLITICAL RALLY MESSAGES EFFECT ON ETHNIC INTOLERANCE AND CONFLICT AMONG VOTERS IN MIGORI COUNTY, KENYA

Abstract

Purpose: The purpose of this study was to establish political rally messages effect on ethnic intolerance and conflict among voters in Migori County, Kenya. Materials and Methods: Descriptive research design was adopted. The study targeted a population of 388, 633 respondents made of voters from Migori County. A sample of 400 respondents was used. The sample for quantitative data was obtained using stratified random sampling method and the other section of the sample; media practitoners were non-randomly sampled. The sample for qualitative data was collected through FGDs on a purposefully selected sample. The data collection was conducted through administering of questionnaires and also Focus Group Discussions (FGDs) using a structured and pilot-tested questionnaires. Data was collected using questionnaires and FGDs. Quantitative data was analyzed using Statistical Package for Social Sciences computer software package (SPSS statistics version 22). Descriptive statistics drawn include mean, and standard deviation which were presented in tables and graphs. Inferential statistics drawn include multiple regression and correlation analysis. Results:  The findings revealed that there was a positive and significant relationship between propaganda, stereotype, hate messages and vernacular radio stations to ethnic intolerance and conflict among voters in Migori County, Kenya. Based on the findings, it was concluded that, there is a positive and significant relationship between political rally messages and vernacular radio stations used in this study, and ethnic intolerance and conflict among voters in Migori County, Kenya. Unique contribution to theory, practice and policy: The study recommends to government agencies such as NCIC and Media Council of Kenya and the IEBC to consider taking measures against these political rally messages as one way to reduce ethnic intolerance and conflict among voters in Migori County, Kenya.