Contribution of social media platforms in conflict management: a case of ushahidi platform in Kenya

Abstract

The Social Networking Sites (SNS) are providing cost-effective platforms to communicate with large population with zero-time difference. Noting that media is a powerful tool of communication, media literacy is an issue that cannot be ignored. It is therefore pertinent to evaluate the potential impacts that social media play especially facebook in propagating hate speech and hate messages. The media can play its important role of being the watch dog of the society, by exposing to the masses what is essential but hidden; however, the same media may also be used to mobilize masses to violence. Since conflict has been a major problem in many countries, this study therefore bridges the gaps between sociology and communication sciences by analyzing the ways in which social media can contribute to peace building and conflict prevention in Kenya. The main aim of this study was to find out how social media has been used as a proactive actor in conflict management. The study was guided by the following objectives; to assess the achievements of Ushahidi platform with regard to conflict prevention and management in Kenya from 2007, to find out the rate of satisfaction of information consumers of the Ushahidi platform since 2007, to find out the challenges facing Ushahidi platform as a proactive actor in conflict prevention in Kenya since 2007 and to determine how mainstream media can be used to enhance the visibility of Ushahidi a social media platform as a tool for conflict prevention in Kenya. The approach used for this study is mixed method. The philosophy adopted for this study was pragmatism. The study adopted three theories namely: agenda setting theory, conflict theory and rational choice theory. The population size was 333 respondents who included students from the universities within Nairobi County who use Kenya’s Ushahidi Platform in Kenya, the proprietor, Technical advisor, Lead developer, Team leader, corporate account managers, Project manager and Technologists. This study adopted the stratified sampling technique. Sample size was 100 respondents. The researcher systematically organized the data by coding it into themes. The results were organized around the objectives of the study. Questionnaires, key informant interviews and focus group discussions were used as data collection instruments. Descriptive statistics were used to analyze quantitative data while qualitative data was analyzed thematically. The study revealed that Facebook and WhatsApp were the most popular social media tools with 41.1 percent and 30 percent of the respondents having accounts on each platform respectively. The study revealed that Conflict information management ethics is a key competence, since information needs to be verified and authenticated before it can be released to the masses. Qualitative data revealed that in relation to training, there is need for general public awareness campaign aimed at educating the public on the threats of the social media on the national security. Emphasis should be focused on the consequences of perpetuating hate speech. This study concluded that social media is an important communication tool among young adults. Social media responds to the youth’s desire for communication; it is affordable and has the opportunity for instantaneous communications. The study recommends that Ushahidi platform should be seen as an agent of social change and should act as a means of social mobilization. The study further suggests that if we can look at Ushahidi platform as a development agent, can we then take this a step further and ask, or try to find, a methodology that looks at the Ushahidi platform as peacemaking agent, or to assist in the maintenance of peace in a post-conflict situation thereby tapping into Ushahidi platform’s full potential.