The Role of Mass Media in Sustainable Development

Abstract

Communication via the media is the reflection of the societal issues by reporting events and happenings, normally for economic, political, social, and aesthetic purposes. The study set out to investigate the role that media plays in shaping the public’s perception of the pastoralist communities and its resultant impact on the development. In particular, it aimed to investigate the role of the print media in shaping public’s perception of the pastoralist communities, Pokot community in particular. It also assessed the impact of print media portrayal on the development of the Pokot community and identified the various communication barriers that have hindered accurate projection of information. The research finally explored on the various media approaches that can promote neutral reporting by the print media. The study embraced the agenda-setting theory developed by McCombs & Shaw (1968) which states that, mass media (print) sets the agenda for public opinion by highlighting ‘certain issues’ considered important (news) by the mainstream media. The study shades light on the reality and the media’s selection reality and the influence of this selectivity on public’s perception. The study was carried out in West Pokot County. The research adopted a case study design with a sample size of 300 participants selected from the target population through purposive sampling. Questionnaires were administered and purposive interview schedules were also employed to key respondents to gather special and valuable response from fields of interest. Data analysis and interpretation was done quantitatively. Findings, conclusions and recommendations to the relevant authorities were finally made.