Interrogating Dynamics of Sports Betting Addiction in Kenya through Mediatized Advocacy: Challenges and Opportunities

Abstract

The intention of this article is to investigate the dynamics of sports betting addiction in Kenya through mediatized advocacy and its implications for society. This article contends that sports betting has been normalized in the global south among young people, and especially from the Sub-Saharan Region. In Kenya, young people have been problematized as problem gamblers, with the majority suffering from gambling addiction. Based on this, the purpose of the study was to examine the challenges and opportunities inherent in advocacy against sports betting in Kenya. The study established that despite the effort of gambling research in Kenya, there was a limited effort in examining the role of the mainstream and digital media in advocacy, with more studies having focused on how betting organizations were using the media to promote gambling addiction among the young people. Anchored on the elaboration likelihood model of persuasion, the study utilized a qualitative research design with the case study method being deployed. 17 gambling advocacy officers from selected organizations were selected via purposive sampling with semi structured interviews being used to collect data. Data was recorded and analyzed thematically. Findings revealed that media advertising of betting companies was a major advocacy challenge. Lack of funding and resources as well as ignorance from the young people was also a challenge. However, there was an opportunity in the emerging technology and policy to counter gambling menace in Kenya. The study concludes that unless the mainstream media is properly regulated, advocacy against sports betting will always be a challenge. The study recommends adoptions of a digital media strategy that aids in advocacy while at the same time having a stricter policy that regulates sports betting menace.