http://ir.mu.ac.ke:8080/jspui/handle/123456789/8355 2026-04-20T09:03:44Z http://ir.mu.ac.ke:8080/jspui/handle/123456789/10073 Title: Integration of artificial intelligence technologies in news production and distribution: a multiple case study of two mainstream media houses in Kenya Authors: Kandie, Mercy J Abstract: Artificial Intelligence (AI) refers to algorithm-based computational systems capable of mimicking human cognitive functions, such as problem-solving, decision-making, language understanding, and pattern recognition. Its growing use in global media industries has enhanced newsroom efficiency by automating routine tasks, enabling real-time data processing, and supporting personalized content delivery. Despite these opportunities, AI also raises concerns related to editorial control, credibility, and ethical use. This study examined how AI technologies are being integrated into news production and distribution in two mainstream media houses in Kenya: Royal Media Services (RMS) and the Kenya Broadcasting Corporation (KBC). Guided by the Diffusion of Innovation Theory, Unified Theory of Acceptance and Use of Technology, and Technological Determinism Theory, the study explored three research questions: How has AI been integrated into news production processes in RMS and KBC? How has AI been integrated into news distribution processes in RMS and KBC? What challenges hinder the integration of AI technologies in RMS and KBC? Methodologically, the study employed the qualitative research approach and the case study research design, utilizing semi-structured interviews with 5 journalists and 1 data specialist from each of the two selected media houses, drawn from a population of 30 journalists and 4 data specialists in the selected media houses. Purposive and snowball sampling methods were used to identify respondents with experience on AI technologies. Data were thematically analyzed through systematic transcription, coding, theme development, and interpretive synthesis. Ethical principles, including informed consent, confidentiality, and voluntary participation, were observed throughout the study. Findings show that AI has been partly integrated into various processes of news production, particularly content creation, quality enhancement, content curation, and editorial efficiency. In distribution, AI supports audience segmentation, personalized content recommendations, cross-platform optimization, and automated content sharing. However, a full and seamless integration remains constrained by several challenges. These include credibility concerns arising from misinformation and “AI hallucinations,” financial limitations that hinder access to advanced tools, limited AI literacy and training, regulatory uncertainty, data privacy concerns, ethical dilemmas around AI generated content, and resistance from journalists worried about job displacement or loss of editorial autonomy. The study concludes that while AI use in Kenyan newsrooms is growing, it remains uneven and shaped by contextual, technical, and organizational limitations. Media houses should therefore expand AI training, strengthen editorial oversight, invest in cost effective AI solutions, and develop clear editorial guidelines. National regulatory bodies should also provide policy direction to guide responsible and transparent AI adoption and integration in the media sector 2025-01-01T00:00:00Z http://ir.mu.ac.ke:8080/jspui/handle/123456789/10071 Title: Use of information and communication technologies (ICTS) in provision of information services in Public University Libraries In Kenya: a case study of Maseno University Library, Kenya. Authors: Osere, Jenipher I Abstract: Use of Information and Communication Technologies (ICTs) in public university libraries has transformed and boosted provision of information services as well as library operations. However, it has been observed that no steady strides towards this noble cause have been made by Maseno University library over the years and ever since the year 2001 only partial automation has been achieved leaving some very important processes and services like: Circulation desk functions (Charging and dis-charging of books, payment of overdue fines, sending out of overdue notices), manning security of information resources, information desk queries, among others performed manually. The aim of the study was to examine the use of Information and Communication Technologies (ICTs) in provision of information services in public university libraries in Kenya: A Case study of Maseno University library, Kenya with the view to propose measures for improvement. The objectives of the study were to: assess the status on the use of ICT application at Maseno University library; examine ICT policies and regulations governing use of ICTs in provision of information services at Maseno University library; examine the ICT infrastructure supporting provision of information services at Maseno University library; establish services provided at Maseno University library as a result of ICT utilization in provision of information services; and establish ICT knowledge, skills and training of library staff and users in ICT utilization in provision of information services at Maseno University library. The study adopted Information Technology (IT) Implementation model. The study employed mixed method approach (concurrent exploratory design) of which survey design was applied within a case study. The study target population was 3526 composed of undergraduate students, teaching staff, librarians’ in-charge of sections, university librarian, director ICT, and finance officer. The population was stratified, thereafter simple random and purposive sampling was applied and a sample size of 186 respondents was drawn. Qualitative data was analyzed thematically while quantitative data was analyzed using descriptive statistics (frequencies and percentages). Study findings pointed out absence of library ICT policy and inadequate ICT equipment, tools and software. Further the study revealed other deficiencies such as: limited library staff with ICT skills and knowledge, high costs in purchase and maintenance of ICT tools and equipment; unstable, unreliable and costly internet connectivity and data loss during transfer from manual to digital. The study concluded that there was minimal use of ICTs in provision of information services as indicated herein that hampered efficient service delivery at Maseno University library. The study therefore recommends corrective measures such as: formulation, implementation and updating of library ICT working policy; the library ICT working policy should emphasize on fully automated library services and operations; and engage collaborative partnership in support and purchase of ICT tools, equipment and software. Further, the library management should organize programmes to upskill and reskill library staff and users on ICT application and use in provision of information services as well as, prioritization of funds for improvement and maintenance of ICT equipment, tools and resources. 2025-01-01T00:00:00Z http://ir.mu.ac.ke:8080/jspui/handle/123456789/10068 Title: An evaluation of public relation practice in a state corporation: a case of Kenyatta International Convention Center Authors: Mbothu, Cecilia Kahaki Abstract: Effective government public relations aimed to build public trust and opinion, inform citizens about policies, and deliver messages through various techniques such as news media, social media, public pronouncements, and other communication strategies. However, most state corporations in Kenya faced reputational challenges, exacerbated by a lack of structured public relations practices, particularly during times of public crisis. In many cases, public relations and marketing functions were merged, with roles undertaken by employees who lacked formal PR training, leading to the neglect of essential public relations practices. Against this backdrop, this study evaluated public relations practices in a Kenyan state corporation; Kenyatta International Convention Center (KICC). The study sought to determine the extent to which public relations practices have been adopted at the Kenyatta International Convention Center, identify the factors that influence public relations practice at KICC, and find out strategies that can be applied to enhance public relation practice at KICC. The study was guided by the situational theory, relationship management theory, and systems theory of publics. A mixed-methods approach was adopted, employing a sequential explanatory design with a case study methodology. Data collection involved questionnaires and interviews, with a purposive sampling used to select all 13 public relations officers for interviews. Similarly, 112 marketing officers participated in filling questionnaires ensuring comprehensive data collection from the target population. Quantitative data from questionnaires were analyzed using descriptive statistics, whereas qualitative data from interviews were analyzed thematically and presented narratively. The study’s key findings revealed that KICC had integrated public relations practices into its operations. However, despite possessing technical capacity, technological support, and an enabling organizational culture and structure, KICC had not fully implemented the requisite public relation practices to enhance their communication effectiveness. The study concluded that KICC, could improve public relations by leveraging digital platforms, creating online content and conversations, disseminating news, and hosting events through social media channels. Based on these findings, the study recommended that KICC should strengthen stakeholder engagement, develop comprehensive public relations strategies, embrace digital PR, foster media relations, invest in professional development, cultivate a positive organizational culture, and streamline organizational structures to enhance public relations practices. 2025-01-01T00:00:00Z http://ir.mu.ac.ke:8080/jspui/handle/123456789/10067 Title: Management of prosecution case records at the office of the director of public prosecutions headquarters in Nairobi,Kenya. Authors: Kipkebut, Silvano Abstract: Records constitute a critical aspect of the prosecution process and must therefore be well organised and cared for in order to support successful prosecution of cases. However, the Office of the Director of Public Prosecutions has continuously encountered loss of cases at the judicial system as a result of poor records management which has impacted negatively on prosecution process. The aim of the study was to investigate the management of prosecution case records at the Office of the Director of Public Prosecutions with a view to propose the best strategies for management of prosecution records.The objectives of the study were to: examine how records are created, captured, organized and pluralized; analyse factors that influence the management of records; establish how records are utilised in the prosecution of cases; assess the risks associated with the management of records and strategies that can be adopted to enhance the management of records. The study was informed by the Records Continuum Model and the Intelligence-Driven Prosecution Model. The study adopted a qualitative research approach and it employed the single case study design. The target population of 63 respondents were selected through the use of purposive sampling from a population study of 75 staff. The population sample size was determined by the theory of saturation consisting of the prosecution counsels, records management officers, registry clerical officers, prosecution clerks and administrative assistants based at ODPP headquarters, Nairobi. Data was collected through the use of interview schedules, observation method and documents analysis. The qualitative data was analyzed thematically and presented in a narrative description. The findings established that: the procedures in creating, capturing, organizing and pluralizing records is inadequately documented with outdated policies governing every stage of the lifecycle. More so, there was absence of comprehensive records management policies and procedures that govern the management of records. In addition, most records generated and received were predominantly manual which resulted to loss and misplacement of records. Further, there was scarcity of adequate knowledge and skills among the staff in the management of records. In sum, the findings established numerous challenges that affected management of records of which hampered efficient service delivery at the judicial system. The study concluded that records management practices at ODPP is not well documented and executed hence undermining prosecution of cases at judicial system. The study recommends that: the ODPP document the activities and policies that govern every stage of the lifecycle; develop and implement records management policies and guidelines; conduct training and capacity building for records management staff; avail adequate resources and integrate ICT in the management of records. 2025-01-01T00:00:00Z