THIS IS MY RESEARCH PROJECT PRESENTED TO THE UNIVERSITY OF NAIROBI FOR MY MASTER OF ARTS DEGREE IN COMMUNICATIONS IN 2014. A COMPLETE COPY OF THE THESIS IS AVAILABLE HERE . CITATION IS ALLOWED, JUST REMEMBER TO GIVE ME A HEADS UP. THANK YOU AND ENJOY!! Synopsis Kenya's economy is highly dependent on natural resources. However, these natural resources are at risk of extinction due to environmental degradation. The general perception is that environmental degradation is partly due to lack of environmental awareness. Studies have shown that many Kenyans rely on and trust the media for information. This research sought to establish the role television as one of the media channels can play in creating awareness on environmental issues. This research used the media framing theory to show how frames such as timing, audience preferences and content influence the reception of environmental messages on television by audiences. To establish this, the researcher interviewed 30 key inform...
Standing on the Shoulders of Giants