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The Role of Mainstream Television Programs in Sensitizing the Kenyan Publics on Climate Change Issues: A Case of Earthwise on NTV

Author

Listed:
  • Steve Billy Ochieng

    (Multimedia University of Kenya)

  • Professor Idah Muchunku

    (Multimedia University of Kenya)

  • Dr. Kinya Kigatiira

    (Multimedia University of Kenya)

Abstract

Climate change (CC) is one of the most significant challenges of our time, with far-reaching impacts on ecosystems, human health, agriculture, and food security. In Kenya, the effects are evident in recurrent floods, prolonged droughts, biodiversity loss, and declining agricultural productivity, threatening livelihoods and national development. This study evaluated the role of NTV Earthwise programming content in sensitizing the Kenyan publics on climate change issues. Agenda-setting and Framing theories formed the theoretical foundation, with a qualitative content analysis research design being employed on twelve Earthwise episodes broadcast between September 2023 and September 2024 on NTV's YouTube channel. The twelve episodes were purposively sampled, and the data was transcribed and analyzed thematically. The findings revealed that Earthwise contributes significantly to sensitizing the Kenyan publics on Climate Change by contextualizing scientific information within relatable local realities and showcasing practical adaptation strategies. However, its broader impact is constrained by limited geographic coverage, an imbalanced framing of Climate Change issues, and a focus on presenting visual images of Climate Change without previous context. Future studies on this topic should consider including audience-centered research methods to provide a comprehensive view of the role of media in sensitizing the Kenyan publics on Climate Change issues.

Suggested Citation

  • Steve Billy Ochieng & Professor Idah Muchunku & Dr. Kinya Kigatiira, 2025. "The Role of Mainstream Television Programs in Sensitizing the Kenyan Publics on Climate Change Issues: A Case of Earthwise on NTV," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 592-599, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:592-599
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    References listed on IDEAS

    as
    1. Saffron J. O'Neill & Nicholas Smith, 2014. "Climate change and visual imagery," Wiley Interdisciplinary Reviews: Climate Change, John Wiley & Sons, vol. 5(1), pages 73-87, January.
    2. Margaret Gatavi Njeru, 2023. "Digital Media-Based Interventions to Promote Healthy Lifestyles and Psychological Wellbeing of Nurses in Kenya," International Journal of Psychology, IPRJB, vol. 8(4), pages 19-32.
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