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Media Priming of Road Traffic Accidents in Kenya

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  • Hezron Mogambi
  • Florence Nyakeri

Abstract

This article examines how the print media in Kenya reported road traffic accidents (RTAs). Using the priming theory, the article sought to identify the patterns of reporting and issues arising from such reporting of RTAs in the print media in Kenya. This is because the cost of RTAs in Kenya to the economy is estimated at Ksh. 14 billion per year. The study was a content analysis of two leading newspapers in Kenya— Daily Nation and the Standard newspapers. Data were collected using an analysis of the stories contained in the leading newspapers that related to RTAs. The content of 251 articles on RTAs was reviewed. A thematic analysis was done on the data which was then presented using simple tabular comparison of means, graphs, charts, and text. It was found that the newspapers play a significant role in passing on RTA information to the public, although a lot still needs to be done to address an obvious gap. Print media should improve its reportage of RTAs, the way it reports and primes it, and the amount of space allocated to stories on RTAs. Therefore, more space needs to be allocated to road safety issues even as all stakeholders should be encouraged to share information and opinions regarding road safety through the media. Information on RTAs and associated issues need to be published in prime pages regularly and not only when reporting on road crashes.

Suggested Citation

  • Hezron Mogambi & Florence Nyakeri, 2015. "Media Priming of Road Traffic Accidents in Kenya," SAGE Open, , vol. 5(4), pages 21582440156, October.
    • Handle: RePEc:sae:sagope:v:5:y:2015:i:4:p:2158244015606491
    DOI: 10.1177/2158244015606491
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    References listed on IDEAS

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    1. Marsh, Harry L., 1991. "A comparative analysis of crime coverage in newspapers in the United States and other countries from 1960-1989: A review of the literature," Journal of Criminal Justice, Elsevier, vol. 19(1), pages 67-79.
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    Cited by:

    1. Puspa Raj Pant & Sudhamshu Dahal & Sunil Kumar Joshi & Julie Mytton, 2023. "Engaging Nepali Journalists in Good Road Safety Reporting: Evaluation of the Impact of Training Workshops," SAGE Open, , vol. 13(4), pages 21582440231, October.

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