This document discusses media literacy in Kenya and the need to assess media literacy levels. It begins by defining media and media literacy. It then analyzes Kenya's media usage, finding that radio, TV, and phones are most commonly used. This widespread media usage exposes Kenyans to both positive and negative media effects. The document also notes challenges to achieving the media literacy targets outlined in Kenya's National Broadband Strategy. To address this, the presented research study aims to develop strategies to assess media literacy at individual, personal, and industry levels in order to work towards making Kenya more media literate overall.

1. KENYA INSTITUTE OF CURRICULUM
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Assessing Media Literacy in Kenya (ongoing
research)
Paper written by:
John Kimotho – SDDMES, KICD
Member, Global Digital Literacy Council
Presented by:
Joseph Wambua
During the 3rd eLearning and innovations conference
1st October, 2015

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Definition of media
• In general, "media" refers to various means of
communication. For example, television,
radio, internet and the newspaper are
different types of media.
• Media can also be defined as the main means
of mass communication (especially television,
radio, newspapers and the Internet) when
considered collectively.

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Media Literacy
• Media Literacy is a 21st century approach in
critical human competencies.
It provides a framework to access, analyze,
evaluate, create and participate with messages
in a variety of forms — from print to video to
the Internet.
Necessary competency for media
PROSUMERS – we all are

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Situational analysis (Radio, tv, newspapers)
Kenya’s media consumers use radio the most,
followed by television and newspapers.
•93 % of Kenyans above 15 years listen to radio
(Allen & Gagliar, 2011)
•58 % watch television (Bowen, 2010)
•23 % read newspapers (CA, 2010)
•Media users expose themselves to more than
one channel and media per day

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Situational analysis (Mobile phones -Kenya)
By June 2014, 32.2 Million Kenyans were
subscribed to mobile phones and this translates
to 79.2 % penetration rate (CA, June 2014)
The CA quarterly report of April to June 2014,
indicated that on average, each subscriber sent
71.2 short messages monthly.

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Situational analysis (Internet use - Kenya)
In 2014, Kenya registered over 22.3 million
internet users using fixed fiber optic cable,
wireless internet and mobile phones (Mwenda,
2014)
These figures demonstrate Kenyans as
consumers as well as producers of media
content. Kenyans are truly Media Prosumers

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Implications
This heavy media usage, exposes the majority
Kenyans (not the fourteen million mobile phone
users only but almost the entire population) to
media effects.
In Kenya, the use of mobile phones and internet
lead to positive and negative dvm’t outcomes
and household decisions and choices were
influenced by the use of new technologies.
(Ndung’u & Waema, 2012)

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Implications Cont..
In addition, 75 % of Kenya’s population is
youthful in character and readily willing to learn,
adopt, and adapt to new technologies (Francis &
Githagui, 2005)

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Implications Cont..
This youthful population accounts for a critical
mass of the people interested in ICTs and
available to participate in the sector as
application developers, content creators, and
technical support when appropriate technical
skills are acquired.

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Implications cont…
These media prosumers should be sufficiently
media literate otherwise media utilization may
only benefit the commercial sector and not the
general mass that consume this media.

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Implications cont…
Maithya (2009) noted that secondary school
teachers in Kenya perceived media as a stabling
block in the war against drug abuse among the
youth and that most youth obtained drug
information from TV and social media.

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Implications cont…
Muchiri (2011) indicated that children are
exposed to risks in the cyberspace like
pornography, cyber gaming, cyberbullying,
negative commercial advertising and violence.

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Implications cont…
ihub research report (2012) indicated that hate
speech was growing in online platforms noting
that the greatest number of dangerous speech
incidents were comments in response to public
blogs, virtual forums, Facebook posts and
tweets on public group discussions with a
following of 52% identifiable and 39 %
anonymous.

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Implications cont…
Media literacy levels among the youth
influences the uptake and development of
contemporary cultures (Buckingham, 2003)
Kenya understood the need for adequate levels
of media literacy and documented this in the
National Broadband Strategy (2013)

15. KENYA INSTITUTE OF CURRICULUM
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National Broadband Strategy
By Sector Media Literate
2017 Total Population 40%
2017 Primary Schools Population 19%
2017 Secondary Schools Population 58%
2017 TVET Population 60%
2017 TTC Population 100%
2017 University Population 100%

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Challenges of NBS…
Media literacy levels base line survey not carried
out
Strategies to attained desired levels of media
literacy not set and owned by implementing
agencies
Assessing media literacy is complex. It is in
communication field under Symbolic
Interactionism

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Assessing Media Literacy
Assessment at Individual, Personal and Industry
Individual Competencies - Knowledge about media
- User Behaviour
- Understanding media content
Personal – Balanced active use
- Advance/selective use
- Computer & internet content generation
Industry - Media availability
- policy on Media content
- Education on media usage

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Assessing Media Literacy

19. KENYA INSTITUTE OF CURRICULUM
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Assessing Media Literacy

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Assessing Media Literacy
MIXED METHODS EXPLORATORY STUDY
Sampled Counties
# Nairobi Environs Kisumu Environs Mombasa
Environs
1 Nairobi Kisumu Mombasa
2 Kiambu Kakamega Taita
3 Machakos Kisii Kwale
4 Kajiado Bondo Kilifi

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Towards NBS Media Literacy Targets
MEDIA LITERACY IS REQUISTE FOR DIGITAL KENYA
The study will develop strategies towards a media
literate Kenya
- Currently Kenyans are media illiterate (Oriare, Okello-
Orlale, Ugangu, 2013)
Implementing Agencies
MOEST, KICD, MOICT, CA, CUE, MOA

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