Abstract:
Media initiative as a policymaker is not a recent one. In conflict prevention and peace
building, media have historically shaped the views of policy
-
makers and the public on
conflicts. Media’s initiatives in interpreting informatio
n also affects the creation of
policy, especially as media provide ideas as to how to prevent and recover from
violent conflicts. The media is also used by politicians and policymakers to deliver
their message. It is also possible for the media to control
policymaking, especially in
humanitarian disaster situations, as is sometimes the case with Cabal News Network,
whose images of humanitarian crises force states to intervene militarily to stop death.
The study sought to examine how media plays its role as
policy formulation and
diplomatic initiative. The study population comprised editors and journalists from
media houses, opinion leaders, religious organizations and media analysts drawn
from the academia, Non
-
Governmental Organizations and the Kenya Nation
al
Council for Human Rights. Stratified and simple random sampling techniques were
used to select a sample of 50% respondents drawn from the target population of 420.
Data collection was done through questionnaires, interview schedules, focus group
discuss
ions, participant observations and analysis of documentary records. Data was
analyzed using descriptive and inferential statistics. The study found out that media
role as a policy maker tool was not a significant predictor in peace building. The
media part
icularly contributes in areas of democracy and good governance, political
transparency, foreign policy and human rights. As agenda
-
setters, they influence the
issues on public agenda. As such, media freedom is fundamental in democracy and
therefore it shou
ld be non
-
negotiable. The media must report the truth without undue
misrepresentation of facts, sensationalism, propaganda and bias. Ownership of the
media should be spread to avoid the monopoly of a few, powerful individuals,
corporations or governments.
Display or transmission of violent media materials
should be controlled to reduce negative influence on societies.
