Mediating Effect of Political Interest and Self-efficacy on the Influence of Radio Exposure on Women Voters’ Electoral Participation in Kakamega County, Kenya

Abstract

Prior research reveals that exposure to political information on the radio directly influences voters’ electoral participation. However, little is known about the effect of mediators on this relationship among women voters in Kenya. Thus, we examine the mediating effect of political interest and self- efficacy on the relationship between women voters’ radio exposure and political participation in the 2013 general election in Kakamega County, western Kenya. We adopted a correlational research design in which data from 372 researcher-administered survey questionnaires was analyzed through a statistical mediation approach. It was established that radio exposure had a direct positive relationship with women voters’ electoral participation. Political interest mediated this relationship, while political self-efficacy did not. Political interest and self-efficacy jointly mediated this relationship and this underscores the need for voter education and political messaging on the radio that can stimulate these political attitudes as drivers of women voters’ electoral participation. These findings expand indirect media effects research approach in political communication focusing on radio, a dominant but understudied news medium in developing democracies. This provides directions for future studies to adopt a statistical mediation approach in assessing the effects of radio exposure on political behaviours in Kenya.