KIPS TECHNICAL COLLEGE

PHILADELPHIA CAMPUS

PROGRAMME: DAY

JOURNALISM AND MEDIA STUDIES

UNIT NAME: RESEARCH PROJECT

TOPIC: IMPACTS OF MEDIA ON GENDER

EQUALITY IN KENYA. A CASE STUDY OF KENYA BRADCASTING CORPORATION

ADMISSION: PHP/J01/0952/23

SUPERVISOR: MRS. JANE MWANGI

DATE OF SUBMISSION:

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Declaration

I hereby, declare that this research proposal report is my own original work and not duplicate of

similarly published work of any scholar for academic purposes and has not been submitted to any

institutions of higher learning for the award of diploma in Journalism and Media studies.

I further declare that all materials cited in this proposal which are not my own duly acknowledge.

Name:

Signature: Date:

Supervisor

Name:

Signature: Date:

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Acknowledgement.

First and foremost, I would like to thank God for giving me the idea to help me come up with

this research proposal and for the finance.

I would like to appreciate all the people who contributed to the acquisition of data for this

research project, who gave some very confidential information during the data collection

exercise.

I would like to appreciate my family for holding me down through this journey and that of life.

I wish to thank all my colleagues who helped me with some ideas your encouragement and

support will forever be cherished in my life, my lecturer Mrs. Jane Mwangi, who was very

instrumental on ensuring the success of this work. I solute you all with my respect, thank you for

being there for me.

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ABSTRACT

Media is a big part of people’s everyday lives. It influences both how we see ourselves and the

world to some extent. Gender equality has been talked about and so there is need to curb the

vice. This study aimed at examining gender equality from Kenyans perspective on KBC

television news because research shows that there were fewer females than males in newsroom

department and were often portrayed in typical stereotypical. The study was guided by the

following objectives (1) to find out gender policy and strategies at KBC (2) To establish levels of

awareness of journalists on important legal and policy gender documents within KBC (3) To find

out pay disparities (4) to analyze gender equality at the corporation. Random sampling was used

to select the respondents that were sampled whereby the questionnaire was distributed followed

by an interview to authenticate the information provided. It was established that men are

predominant employees in KBC television and numerous gender related challenges were

exemplified by the respondent and also gender awareness in news not. In conclusion, women

face a “dead end” glass ceiling in career advancement in the media sector, therefore there is need

to understand the role of women in the media and provision of a clear career path in the media

house for them. It is recommended that affirmative action policies and programs should be

designed to ensure that qualified women have equal access to opportunity and are given a fair

chance to contribute their talents and abilities. This will be a solution for a limited period to

addressing discrimination and creating equal opportunities. The Kenyan Government must steer

its mandate of women empowerment and gender mainstreaming into all Government policies.

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 TABLES OF CONTENTS

TITLE PAGE………………………………………………………………….………I

SIGNATURE PAGE………………………………………………………….………II

DECLARATION…………………………………………………………….……. III

ACKNOWLEDGEMENT…………………………………………………....……...IV

ABSTRACT …………………………...………………………………….…...………V

TABLE OF CONTENT………………………………………………………………VI

List of tables…………………………………………………………………….………………. IX

List of figures….………...…………………………………………………….………………...IX

ABBREVIATIONS AND ACRONYMS…………………………………………….X

CHAPTER 1

INTRODUCTION

1.1 Background of the study……………………………………………...…….……….1

1.2 Problem statement………………………………………………….…...….………2

1.3 Purpose of the study………………………………………………….…….……….3

1.4 Objectives…………………………………………………………….……...………5

1.5 Research questions………………………………………………………….………5

1.6 Significance…………………………………………………………….…….……...6

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1.7 Limitation of the study…………………………………………………….…….….7

1.8 Scope of the study………………………………………………………….….……6

1.9 Assumption of the study……………………………………………………………7

1.10 Definition of key terms…………………………………………………………7

1.11 Summary……………………………………………………………...…………8

CHAPTER 2 LITERATURE REVIEW

2.1 Introduction……………………………………………………………….………...9

2.2 Concept of gender equality……………………………………………….….……...9

2.3 Globe campaign on gender equality……………………………………………….10

2.4 The constitution of Kenya 2010……………………………………………………11

2.5 Gender mainstreaming in the media………………………………………………...12

2.6 Theoretical framework………………………………………………………………13

2.7 Conceptual framework………………………………………………………………14

2.8 Discussion…………………………………………………………………………...15

2.9 Summary…………………………………………………………………………….15

CHAPTER 3 METHODOLOGY

3.0 Introduction……………………………………………………………….……...….16

3.1 Research designs………………………………………………………….………...16

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3.2 Population and sampling techniques…………………………………...……....…...16

3.2.1 Target population…………………………………………………...….…...…….16

3.2.2 Population……………………………………………… ……………….......……17

3.2.3 Sampling techniques………………………………………………………….......17

3.3 Instruments validity………………………………………………………...……….18

3.4 Instrument reliability………………………………………………………...…......18

3.5 Data collection…………………………………………………………………...….18

3.5.1 Instrumentation……………………………………………………...……………19

3.6 Data analysis……………………………………………………………………...…19

3.7 Ethical consideration ………………………………………………………….…....20

3.8 Summary……………………………………………………………………………20

CHAPTER 4 DATA ANALYSIS, PRESENTATION AND INTERPRETATION

4 Introduction………………………………………………………………………...…...21

4.1 Profile of respondents……………………………………………………....…….….

…21

4.2 Career advancement, condition of work and work environment…………......

……………………………………………...…...23

4.3 Part in which gender equality is not shown in

KBC…………………………………………………………...……………...28

4.4 Condition under which men and women get promoted in KBC…….
………………………………………………………………….…28

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 4.5 View on quotas for increasing women presentation in
KBC…………………………………………………………………….…….29

4.6 Gender policies/ strategies……………………………………….

…………………….…….30

4.7 Level of awareness of journalist on gender

policy………………………………………………………………........….31

4.8 Role of media on gender equality in news……………………………………….

……………………….…….…31

4.9 Pay out Disparities…………………………………………………………...31

4.10 Overcoming the challenge………………………………...

…………………………….…......31

4.11 Summary…………………………………………………………………………...32
CHAPTER 5 DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS

5.1 Introduction…………………….……………………………………………………………33

5.2 Summary of the study………………….………………………………………………...….33

5.3 Conclusion………………………………………………….……………………………….34

5.4 Recommendation………………………………………………...…………………...………35

REFERENCES…………………………………………………….…………………...……….37

APPENDICES………………………………………………………………………...………...39

Appendix 1: Questionnaire…………………………………………………………....………...39

Appendix 3: Budget……………………………………………………………………………...43

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LIST OF TABLES

Table 4.1. Profile of respondents…………………………………………………………22

Table 4.2 Condition under which men and women are presented in KBC …………….23

Table 4.3 View on quotas for increasing women in KBC …………………………...30

LIST OF FIGURES

Figure 2.1 Conceptual framework……………………………………………………….14

Figure 4.1 Gender disparities in relation to career advancement………………………...25

Figure 4.2 whether women are shown respect in KBC ……………………….………….27

Figure 4.3 Condition under which men and women get promoted in KBC…………...….29

ABBREVIATIONS AND ACRONYMS

EAJA - East African Journalist Association

TV- Television

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WIJ – Women in Journalism

GAMG- Global Alliance on Media and Gender

KBC- Kenya Broadcasting Cooperation

USA- United State of America

NGEC- National Gender and Equality Commission.

UK- United Kingdom

UNESCO- United Nations Educational, Scientific and Cultural Organization

AWC- African Women and Child

OECD- Organisation for Economic Co-operation and Development

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 CHAPTER ONE

INTRODUCTION

“I do not wish them [women] to have power over men; but over themselves.”
― Mary Wollstonecraft, A Vindication of the Rights of Woman (1792)

In 1792, Mary Wollstonecraft set out her principles for the emancipation of women:
education of girls on the same footing as boys, an end to prejudice against women, and
that women should be evaluated on their own merits rather than achievements of their
partners. The past 200 years has seen marked improvements in these respects, as well as
many that Wollstonecraft could never have foreseen. Women have gained far-ranging
legal rights, such as near-universal women's suffrage and the implementation of
legislation in many countries to ensure gender equal inheritance. Girls around the world
have achieved vastly increased educational attainment both in absolute terms and relative
to their male compatriots, and women everywhere can now expect to outlive men (World
Bank,2011).

However, for all the progress that has been made, the elimination of discrimination
against women has not been achieved. For instance, globally only 23 percent of
parliamentarians are women. One-third of girls in the developing world are married
before age 18, and one in nine before age 15 (International Center for Research on
Women,2015). The Organization for Economic Co-operation and Development
(OECD; 2005) highlights that gender inequality in access to primary schooling is an issue
in sixty-eight countries. More women have entered the paid workforce in recent decades;
however, they typically work in the informal sector, characterized by poor earnings and
insecurity (OECD,2005). Thus, from the persistence of gender pay gaps to the 65–110
million women missing in 2002 due to discriminatory access to medical or dietary
resources throughout their lives (Klasen and Wink,2002), to this day women have not
achieved equality with men in terms of institutional treatment or well-being outcomes.

This inequality between men and women is not just intrinsically but also instrumentally
important. Over the past decades, policymakers and scholars have started to view gender
equality as “smart economics. Gender inequality has been shown to play a key role in a
wide range of development outcomes. Improving women's relative access to resources
and legal standing improves children's education (Strauss and Thomas ,1995; Currie and
Moretti,2003), reduces corruption in government (Dollar, Fisman, and Gatti, 2001), and
increases economic growth (Klasen and Lamanna, 2009).

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1.1 Background of the study

One of the big challenges facing the world today is how to eliminate gender inequality to allow

for equal opportunities in all industries including the media. The existence of gender inequalities

has continued to undermine human and social development. The media in Kenya is a diverse and

vibrant growing industry that can influence social change in society. There are more than 14 TV

stations. There are four major media houses namely; Nation Media Group, Royal Media,

Standard Group and Kenya Broadcasting Cooperation (KBC), which has national wide coverage.

The Government owns KBC while a Royal Media service is the largest private national

broadcaster with countrywide coverage.

A study by the East African Journalists Association (EAJA 2017) and Fawcett Society (2014)

revealed that, much remains to be done to achieve gender equality in journalism in the region.

The study further observed that in Kenya, women journalists were under-represented and

portrayed in limited roles in the media sector. Women were also facing cultural and societal

problems that hindered their work. The study also revealed that whereas men and women were

equally represented in their workplaces, fewer women, as compared to men, were reported to be

serving in news room department. In more than half of the institutions, men occupied all senior

and most middle level positions. It is obvious that a common challenge facing the media sector in

Kenya is mainstreaming gender issues and concerns in its operations.

The KBC Television operates and is the most of which are intended as a source of education and

information for all Kenyans. The stations normally operate in English and the Kiswahili

language. Programming includes new, talk and music shows in either language. The broadcast

range is quite extensive, and both are available throughout the country on varying frequencies.

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The full programming schedule for both the television channels and radio stations can be found

on the KBC website. Also on the KBC website is the latest Kenyan news stories, weather, stock

information and even a streaming video feed of what's playing on Channel 1

The problem brought forth with this proposal concerns the representation of gender, or the

discourse of gender. If someone watch television, walk on the street, wait for the bus or do other

things, he or she is always confronted by images of men and women. In KBC television

programme one can see the images and they may get influence consciously or subconsciously.

For example, more men occupy a bigger percentage than women. Since media is such a big part

of people ‘s everyday lives, and is some ways may influence how people perceive themselves

and the world, it is interesting to see how representations news portray gender.

These images, whether it is known or not, may have an important impact upon people ‘s lives

and how people create their identities. It is highly improbable to think that the media does not

affect people, their way of thinking, and the way they perceive the world and themselves (Hoare

2015,). Therefore, in order to add to the literature, the main idea of this thesis is attempting to see

how KBC television programme is impacting for gender equality by loosely using different types

of discourse analysis. It is especially interesting considering the political problems connected to

this subject gender. For example, the rise of women ‘s rights and the fight towards women ‘s

equal rights have affected the gender representation in news before which is mentioned in the

literature review chapter.

Due to time restraints the news room department coverage was analyzed in this research project

because the researcher believe that newsroom is a good choice for analysis rather simple and

they are a continuation of the television series. So, it is assumed that it has been seen and most

likely, liked by many, and therefore may have had a big widespread influence in our current
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culture. Then the interesting thing is, if it has been this popular and seen by a lot of people for a

long period of time, in what way have it represented men and women, and their gender roles.

According to East African Journalist Association research (2017), it has been argued that “men

and women” are viewed differently, and this view lives on in how they continue to be

represented within different forms of media. We have chosen to look at the representation of

gender in the news and which are by no means gender neutral movies, considering the main

characters are male especially reporters (Chambers, Steiner & Fleming 2011). There are no stats

of how many have actually seen these but the gross numbers give good indication at least.

Furthermore, it can be argued that the success of the television and portrays women in different

ways. Gender studies in media are a wide topic of research that includes many different types of

media: prime-time television, radio and more recently, the internet. It is a constantly growing

field of study and is important for many reasons. Different ideologies concerning gender

representation can be seen in various programme. A wide range of methods in researching have

been applied to the field as well. The most common methods have been quantitative content

analysis and discourse analysis. Studies on gender roles in media show that women are

underrepresented in news, and that they are represented in a different way than men. Men tend to

be portrayed as having higher and longer lasting career status based on their success, while

women have lower and shorter career status based on their youth or looks (Carter & Steiner

2014).

The main reason for focusing KBC was because it is a government own station which has news

on Kiswahili and English language and can also be extreme online. Those employed fall under

different departments either Kiswahili, English, camera, editing or graphics. Another reason is

because those who takes part of selective standards and prevalence of gendered dimensions and
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stereotypes by reporters and editors have led to women’s poor visibility and voice. KBC

television is in free to air channel and it cover all parts of Kenya.

1.2 Problem statement

Given that the media is the most authoritative source of information on many issues, the media in

Kenya continues to deny women their rights to recognition and development which are

fundamental human rights. The media does this by failing to give voice and appointment to

women in news room departments. A majority of women who has work in newsroom positions

has experienced many challenges such as discrimination during their pursuits.

Another challenge facing women in newsroom departments was whereby they were perceived to

be assertive or ambitious. These standards were differently applied to the men whose pursuits

were considered as good qualities in camera works. When such stereotypes are amplified by the

media, through reports by journalists with little knowledge on gender issues, it becomes the

national agenda and thus tilts the understanding and public information shared and consumed by

the public in favor of men.

In addition to appearing in a limited number of roles, women are often simply missing in the

newsroom whereby men are more than women. They are mostly featured in hard news stories

such as rape and they are less likely to be interviewed and asked for opinion than men. Female

stereotypes in the media tend to undervalue women as a whole, and diminish them to sexual

objects and passive human beings.

1.3 Purpose of study on KBC as an Impact of gender equality in Kenya

This study sought to examine gender equality from Kenyans perspective on KBC corporation is

because research shows that there were fewer females than males in newsroom department and

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were often portrayed in typical stereotypical ways for example news presentation, news

scripting, news reporting, editing, interview and camera.

1.4 Objectives

(1) To find out gender policy and strategies at KBC

(2) To establish levels of awareness of journalists on important legal and policy gender
documents within KBC

(3) To find out pay disparities.

(4) To analyze gender equality at the corporation.

1.5Research questions

(a) What are gender policy and strategies within KBC?

(b)What are the levels of awareness of journalists on important legal and policy gender

documents within KBC?

(c) What are their pay disparities within the corporation?

(d) what is the analysis of gender equality at the corporation?

1.6Significance of the study

This study provides crucial information on the challenges facing women in KBC Corporation in

Kenya. The recommendations derived from this study provide a platform to relevant stakeholders

in the media industry for addressing gender issues and concerns. Media can follow a professional

way of image building by becoming transparent to various stake holders so that gender equality

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may mount up. By doing this other organization and the governments can learn on how they can

build their image and improve gender equality when it comes to job opportunities.

1.7 Limitations of the study

It was difficult to get data from all the participants due to the sensitive nature of the study.

Another limiting factor to the study was that there were few people who respond to participate in

the study. However, despite these limitations, the sample will represent enough and the findings

were consistent with the local and global literature.

1.8 The scope of the study.

The study focused on KBC as an impact of gender equality in Kenya. It was conducted in

Nairobi County from date 15th June 2019 to 16th July 2019 by using sample cross sectional

survey design and distributing questionnaire to five people in one company. To collect the

quantitative and qualitative data, the study utilizes interview and questionnaire which was

distributed to different people.

1.9 Assumptions of the Study

The study assumed that the respondents were honest, truthful and willing to give correct answers.

The reasons for gender balance were also stated in the objectives of the study. Other factors had

no negligible influence and the researcher assumed what was given by respondent was correct

data during the research. It was also assumed that the challenges facing Women media

practitioners in Kenya are common and can be overcome.

1.10 Definition of Key Terms.

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Gender Equality: In this context defined as the equal treatment of women and men including

equal pay for equal work, promotions, equal access to decision making bodies, among other

conditions, so that they can enjoy the benefits of development inclusion (Morley, 2017).

Impacts: it is to have a strong effect or influence on a situation or person (Morley, 2017).

1.11 Summary.

This chapter has discussed the introduction to the study. It started by discussing background to

the study on media gender balance worldwide. The formation of East African Journalists

Association and the Kenyan Constitution 2010 strengthen that, much remains to be done to

achieve gender equality in journalism in the region. In addition, the chapter covered the research

problem under investigation, the purpose and objectives of the study. It also covered research

questions, significance of the study, study limitations and research sites. The chapter further

discussed operational definitions and the theoretical framework on which the study was based.

The remaining chapter will focused on literature review, research methodology, data presentation

and conclusion of the study.

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 CHAPTER 2.

Literature review

2.1 Introduction

This chapter discusses the literature related to the purpose of the study. In particularly it focuses

on the concept of gender policy and strategies in KBC, establish level of awareness of journalist

on important legal and policy gender within KBC media house and the Kenya constitution ,their

pay out gap/disparities and the roles of media on gender equality in newsroom.

2.2The Concept of Gender Equality

In simple terms, gender equality concerns equal treatment that men and women get in the

society. Based on theories of social contract all men and women are born equal

(Neuhouser&Neuhouser, 2014). It is important to note that gender equality is not about women

and men becoming the same but from the definitions, it is about rights, responsibilities and

opportunities available to all of them in the society.

Gender equality is not about single gender women issues alone but rather seeks to involve both

men and women in striving for equality. While there have been sustained calls for fairness

among both men and women, there have equally been attempts to sideline women in majority of

the issues within the society. It has been recognized elsewhere that women empowerment and the

improvement of women’s social, economic and political status is essential for the achievement of

sustainable development in all areas of life (United Nations, 2018). Moreover, Beijing

Declaration and Platform for Action in 2012 recognized that the failure to eliminate the gender-

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based stereotypes present in most media organizations has been attributed to the lack of gender

sensitivity in the media sector (United Nations, 2018).

According to socialist feminists, who focus their interest in the relationship between the public

and private spheres of women’s lives, gender equity can only be achieved by abolishing the

cultural and economic sources of women’s oppression (Ibid). A study by Women in Journalism

(WIJ) in Britain newspapers found that 78% of all front-page bylines were written by male

compared to 22% by female (Women in Journalism, 2012). The study further shows that men

(84%) were mentioned or used as news sources/actors.

A study by Eastern Africa Journalists Association (EAJA) (2017) found that few women across

Eastern Africa hold decision-making positions and although 96% of journalists report on gender

stories regularly, gender awareness and sensitivity is yet to be built into new reporting

requirements (Ibid). Accordingly, 2 out of 14 media houses in Kenya are headed by women

(Ibid). A report by African Woman & Child (AWC) (2015) shows that in Kenya, Uganda and

Ethiopia women constitute 33% while men 67%.

2.3 Global Campaign on Gender Equality

There has been intense pressure for countries around the world to consider issues related to

gender equality in and through the media. UNESCO together with Global Alliance on Media and

Gender (GAMG) have launched a global initiative entitled “Women Make the News 2015”

which seeks to increase female sources interviewed in news to at least 30%5. The High-Level

Group on Media Freedom and Pluralism in Europe has called for media organizations to reflect

on diversity of population in their newsroom (Joseph, 2013).

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While studies have shown that more and more women continue to train and enter into the field of

journalism, the number of women editors, owners or reporters remains low. A study by Suzzane

Franks in U.S.A found that a greater population of women enroll for journalism training and

enter the profession in greater numbers but few rise to senior positions and in most cases pay gap

between women and men remain wider (Franks, 2013). Gender training among journalists plays

an important role as it can raise journalists’ level of awareness on gender issues, offer tips on

ways of making stories more gender sensitive and creates a platform for sharing and reflecting on

what constitutes gender equality (Hoare, 2017). By providing training to journalists,

organizations promoting gender equality ensure journalists become aware on gender issues as a

most relevant aspect of political, socio-economic and environmental life in society.

The incorporation of feminist and gender into media issues is a strategic step for ensuring

practitioners thinks differently, do things differently and speak differently on matters of gender

representation in the society. Recognizing the role of the media in shaping the society on gender

issues, the Media Council of Kenya and UNESCO have been training journalists in Kenya.

2.4 The Constitution of Kenya 2010

According to The Global Gender Gap Report of (2014), Kenya’s position has inconsistently

improved and dropped in gender gap. As shown in the figure below, Kenya’s gender gap

globally rose from position 73 in 2006 to 97 in 2009 before dropping and rising again to 99 by

2011 but dropped drastically between 2011 and 2012 possibly after passing the Constitution of

Kenya 2010 which addresses some of the gender inequalities. Indeed, this decrease in Kenya’s

Global Gender Gap signifies an improvement in closing the gap between men and women. This

improvement is reflected in Global Gender Index report of 2014 in which Kenya was rated 37

out of 142 countries.

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The journey towards realization of gender equality in Kenya has come a long way considering

colonial and post post-colonial history of struggle for gender and women’s rights. Indeed, such

struggle led to constitutional campaign that resulted in the enactment of the Kenya’s Constitution

in 2010 that provided for the establishment of the National Gender and Equality Commission Act

(2011). As established by NGEC, National Gender and Equality Commission among other

functions promote gender equality and freedom from discrimination. Drawing its powers from

Article 252 NGEC, on its own initiative or on the basis of complaints, can investigate any matter

in respect of any violations of the principle of equality and freedom from discrimination and

make recommendations for the improvement of the functioning of the institutions concerned.

In conclusion, gender equality is about rights, responsibilities and opportunities and therefore it

is important to treat both men and women equally by stopping harassment and antisocial working

hours that put pressure on women.

2.5 Gender Mainstreaming in the Media

Gender mainstreaming entails reorganization, improvement, development and evaluation of

policy processes, to ensure gender equality perspective is incorporated in all policies at all levels

and all stages, by the actors normally involved in policy making (Joseph 2013).

At policy level, it involves both women and men and makes full use of human resources,

visualizes gender equality in the society and considers the diversity among women and men.

Morley (2017) linguistically sees gender inequality as antithesis of marginalization. The concept

of gender mainstreaming is seen as a strategy for making women’s as well as men’s concerns

and experiences an integral dimension of the design, implementation, monitoring and evaluation

of policies so that women and men benefit equally and inequality is not perpetuated.

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Based on The National Gender and Equality Commission Act, 2011, gender mainstreaming is

ensuring concerns of women and men form an integral dimension of the design of all policies,

laws and administrative procedure so as to ensure that women and men benefit equally, and that

inequality is not perpetuated. As discussed above, this study focuses on gender inequality from

the media perspective. The Inter Press Service (IPS) Gender Policy (2012) posited that

discussion on any development issue and process within the society must include a gender

dimension. Indeed, the distribution of women at all levels is considered one of the appropriate

measures of gender mainstreaming (Morley 2017).

2.6 Theoretical framework

Liberal feminism

The theoretical framework of the study is the gender theory of liberal feminism, a gender theory

based on egalitarianism/equality of opportunity and freedom. The theory, as noted in

Encyclopedia Britannica (1993), dates back to Mary Wollstonecraft a Vindication of the Rights

of Woman, published in England in 1792. Wollstonecraft commented on society's view of the

woman and encouraged women to use their voices in making decisions, separate from decisions

previously made for her. Wollstonecraft "denied that women are, by nature, more pleasure

seeking and pleasure giving than men. She reasoned that if they were confined to the same cages

that trap women, men would develop the same flawed characters. What Wollstonecraft wanted

for women was personhood. She argues that our society holds the false belief that women are, by

nature, less intellectually and physically capable than men. The theory affirms that all people are

created equal; women are essentially the same as men. She focuses on women’s ability to show

and maintain their equality through their own actions and choices. She also argues that to achieve

equality, all barriers that limit women’s advancement should be removed. She points out that
24
education/empowerment is a means of change. The theory states that one of the effective

strategies of liberating women is by the state developing and implementing legislative measures

that enhance equality through the law.

Relevance of the theory to study

The theory points out on the need to first establish the problem, then the need to identify the

causes of the problem which in this study, are the challenges facing women media practitioners

in Kenya. Finally, the theory emphasis on developing practical strategies to overcome the

challenges, which exclude women from participating fully in the media industry. Such

challenges or barriers may exist in such areas as training and level of education, career

advancement, conditions of work and work environment, access to leadership and decision-

making roles and portrayal of women and prominence given to gender issues. These barriers

impact negatively on women in the media sector as observed by the study.

2.7 Conceptual framework.

Independent variable Dependent variable

Media representation Gender perception

Gender policy and Kenyan media houses

strategies

Level of aware ness.

Legal policy and gender
document.
Roles of media
Gender equality in Kenya .

Fig.2.1 Conceptual framework.

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According to Wimmer and Dominick (2011), variables are “construct that can vary or has more

than one value and can be measured or manipulated in the research”. According to the topic KBC

television news as a tool of gender advocacy in Kenya, independent variables are classified in

there relation with one another. Independent variable affects dependent variable for example

gender policy and strategy, levels of awareness and roles of media affect the dependent variables

which are Kenyan media houses, Legal policy and gender document and Gender equality in

Kenya.

2.8 Discussion

It can be argued out that gender equality is not about single gender women issues alone but rather

seeks to involve both men and women in striving for equality. It has been recognized elsewhere

that women empowerment and the improvement of women’s social, economic and political

status is essential for the achievement of sustainable development in all areas of life

2.9 Summary

This chapter has presented a review of literature that was considered relevant to the present

study. It reflects that the journey towards realization of gender equality in Kenya has come a long

way considering colonial and post post-colonial history of struggle for gender and women’s

rights. Indeed, such struggle led to constitutional campaign that resulted in the enactment of the

Kenya’s Constitution in 2010 that provided for the establishment of the National Gender and

Equality Commission Act (2011). From the literature reviewed it can be concluded that Gender

training among journalists plays an important role as it can raise journalists’ level of awareness

on gender issues, offer tips on ways of making stories more gender sensitive.

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 CHAPTER 3

METHODOLOGY

3. Introduction

This section describe research design, population and sampling techniques, data collection,

instrumental, research procedure, data analysis, and ethical considerations.

3.1 Research design

According to Kothari (2005), research design “is the strategy for study and the plan by which the

strategy is to be carried out specifying the methods and the procedure for the data collection,

measurement, and analysis of data”. The research proposal was about KBC as an impact of
27
gender equality in Kenya. It seeks to establish existence of gender policy and strategies in KBC

television and to analyze gender equality in the department. It also seeks to establish level of

awareness of journalist on important legal and policy gender within respective media house and

also seeks their pay disparities.

This study design was descriptive survey design because it was about exploring issues,

understanding phenomenon and answering questions. Survey research designs, questionnaire and

in-depth interview were among the approaches that were used because it investigates problems in

realistic.

3.2 Population and sampling techniques

3.2.1 Target/accessible population
Cresswell (2003) argues that the “target population is that population to which a researcher wants

to generalize the results of the study”. The target population for this study was anybody above

age 20 years totaling to 20 within Nairobi County. The respondents were picked within the

Nairobi town. The study population mentioned was in line with the objectives and topic of this

study.

3.2.2 Sample

Sampling means selecting a given number of subjects from a target population as representatives

of that population. According to Mugenda and Mugenda (2003), sampling is “the process of

selecting a few cases in order to provide information that can be used to make judgment about a

much larger number of cases”. Random sampling was used to select the respondents that were

sampled. The researcher used this sampling procedure because had a purpose in mind to examine

gender equality from Kenyans perspective on KBC practitioners in Kenya. The sample were

consisting of analyzing KBC Tv by, requesting the Nairobians to provide information on the
28
number of women and men in the KBC which include, editorial department, production and

graphics department. This information aimed at establishing the number of women and how they

are portrayed in newsroom and editorial department. The analysis was used to guide the

researcher on the suitable sample size.

3.2.3 Sampling techniques.

According to Wimmer and Dominick (2011), sampling technique is “a description of the

strategies which the researcher uses to select representative elements”. Purposive sampling was

used to select the sample size for the study because researcher had decided who to include in the

sample because it saves time and money. The researcher used this sampling procedure because

had a purpose in mind to investigate the role of media in gender equality in KBC and policy

gender documents in Kenya.

3.3 Instruments validity.

Validity is the degree to which the results obtained from the analysis of the data actually

represent the phenomenon under study. Kothari (2005), defines validity as “a prior qualitative

procedure test of the research instrument in attempting to ascertain how they are accurate,

correct, true, meaningful and right in enhancing the intended data for the study”. A pilot study

was carried out to help the researcher in identification of items in the research instrument that

might bring about ambiguity in eliciting the relevant information.

During the research the researcher gave instruments which include questionnaire and interviews.

Then the instruments validity was measured through research objective of the study.

3.4 Instruments reliability.

29
Reliability of a research instrument is a measure of the degree to which the instrument yields

consistent data after repeated trials (Mugenda & Mugenda 2003). Therefore, an instrument is

reliable when it can measure a variable accurately and constantly and obtain the same results

under the same conditions of a period of time. Reliability of a questionnaire is concerned with

the consistency of responses to the researchers’ questions. A few questionnaires were given to a

few respondents before the actual study to determine whether the questions were understood by

the respondents. The researcher ensure that instruments were reliable and the measurement were

repeated in order to get the same results.

3.5 Data collection.

Data collection refers to gathering information aimed at producing or refuting some facts

(Wimmer& Dominick 2011). The questionnaires were administered by the researcher to the

respondents. The researcher assured them of confidentiality for the information they would

provide. The researcher gave them the questionnaires to fill in and collected them immediately

on completion. This was to increase confidence among people in Nairobi that would use none of

the information against them. Self-administered Questionnaire contained both closed and open-

ended questions. The open-ended question allowed the respondent to freely express their opinion

in regards to the issue in question.

3.5.1 Instrumentation.

 Questionnaire
A questionnaire as a data collection instrument enables the researcher to collect a lot of

information from many respondents over a very short time and it is easy to administer. The

questionnaire was followed by an interview to authenticate the information provided in the

questionnaire. Questionnaires were mostly used to collect quantitative data. A questionnaire is a

30
measurement procedure that usually contains questions aimed at getting specific information on

a variety of topics (Mugenda & Mugenda 2003). The advantage of questionnaires is that, if well

structured, they permit the collection of reliable and reasonably valid data relatively simple,

cheap and in short space of time.

 Interview.
Semi-structured interview guide was used to collect qualitative data. As correctly argued by

Mugenda and Mugenda (2003) the advantage of a semi-structured interview guide is that it

allows for new questions to be brought up during the interview as a result of what the

interviewee says. The researcher was able to clarify questions and probe the answers of the

respondents, thereby obtaining detailed information.

3.6 Data analysis.

Data collected in this study were analyze quantitatively and qualitatively.

For quantitative data analysis, tally sheets were use to generate frequency counts out of which

percentages was calculated. As regards qualitative data analysis, the pieces of information

collecting transcribe into written texts by combining the notes taken into coherent discourse. The

data was then examined for completeness and relevance in order to ascertain its usefulness,

adequacy and credibility in answering the research questions.

3.7 Ethical consideration

The respondents who provide adequate information pertaining to the study, procedure that will

be followed, objectives of the study, and benefits of taking part in the study, manner in which the

31
findings were disseminated. These enabled participants to make informed decisions on whether

to participate or not. Anonymity (identity of individual) was protected by avoiding use of names

on the questionnaires. In regards to the analysis, the researcher ensured that the analysis was

done objectively, no fabrication, falsification, plagiarism, was applied in this study.

3.8 Summary

This chapter presented the methodology used in the study. A descriptive design was used to

describe the KBC as an impact on gender balanced. The study population was composed of

students, employees and even jobless in Nairobi County. The sample was selected through

simple random sampling and purposive sampling procedures. Three instruments, namely,

questionnaires and interview guide were used to collect data. Data collected was analyzed both

quantitatively and qualitatively. Further, ethical issues were also considered in the process of

collecting data.

CHAPTER FOUR

DATA ANALYSIS, PRESENTATION AND INTERPRETATION

4. Introduction

This Chapter presents the research findings generated from the questionnaires and interviews.

The research findings of the descriptive statistics address each research questions. It should also

be noted the sample size as described in chapter three was, thirty percent (30%) of the target

population. In certain circumstances, the reported results were based on fewer cases due to the

fact that some respondents did not answer all the questions. In other words, the results indicate
32
the percentage of the actual respondents to a particular question. The findings of the study are

presented in form of narratives, tables, charts and graphs.

Analysis of KBC television news yielded 30 questionnaires and 10 interviews. In contrast

women performed dismally with regard to centrality of news sources and most certainly this

attest to the fact that women’s in KBC Television news has always been an issue despite efforts

by the government and other organizations in improving the status of women in many sectors of

the economy. Certainly, the gender imbalances observed from this study is shocking and reminds

us of the way men and women are viewed in the media.

4.1 Profile of the respondents.

This section sought to find out general information on the age, gender, level of education,

employment and how this affected gender equality in KBC television news programme. The

findings are illustrated in Table 4.1 below.

Table 4.1. Profile of respondents.

Description Alternative Responds Percentage

Age 20- 25 12 40

26-30 15 50

31- Above 3 10

Gender Male 12 40

Female 18 60

33
Level of education Form four 0 0

Certificate 5 16.7

Diploma 11 36.7
Undergraduate 13
43.3
Post graduate 1
3.3
Employment Employed 9 30

Non- employed 21 70

As observed in the table above age 20-25 were 40%, age 26-30 is 50% and age above 31 is 10%.

This shows that female who participated were 60% while male was 40%. In terms of level of

education form leavers were 0%, certificate holders were 16.7%, diploma holders 36.7%,

undergraduate 43.3% and post graduate were3.3%. This shows that women in general have quite

a considerable professional service and have gained the requisite experiences necessary to

understand media concepts. The reason could be that organization owners want professionally

run their work that promote, respect and adhere to the fundamental principles and global

standards. A respondent interviewed noted that she had risen to a news room department in

media because of her interest to learn more. She had a postgraduate degree in journalism and in

addition she had trained in reporting on environment and science, parliament proceedings and

aviation.

4.2 Career Advancement, Conditions of Work and Work Environment.

34
Under this section, the researcher investigated condition under which men and women were

presented in KBC department, gender disparities in relation to career advancement KBC TV,

women more than men in KBC TV and how women shown respect in news presentation in KBC

TV department. The research findings from such investigations are reported in the following

subsections.

4.2.1 Conditions under which women and men are presented in KBC department.

This was examined by providing a number of statements to the respondents for rating themselves

against their ability and prevailing conditions to rise to newsroom, whether excellent, good, fair

or poor as shown in figure 4.2 below.

Table 4.2Condition under which women and men are presented in KBC.

State. Responds Percentage

Excellent 6 20

Good 10 33.3

Fair 10 33.3

Poor 4 13.3

35
Total 30 100

From figure 4.2 above, Twenty percent (20%) of the respondents felt that the conditions under

which women and men are presented in KBC is excellent, 33.3% goes to those who says fair and

good and those who says poor were 13.3%. The researcher indicated that there were equal

number of women to men in KBC. Six respondents interviewed said that in the KBC women are

presented poorly than men especially news reporting and editorial.

It was observed though comments collected in the questionnaires that, women and men presented

equally. Other comments indicated that, relationships with relevant parties determined who got

which position and that, women have to work twice as hard as men to get recognized. Finally,

Forty percent (40%) of the respondents indicated that the conditions under which women and

men are presented were fairly conducive; indicating that in other departments’ not editorial

women had some qualities, competition between men and women was on merit though men are

perceived to be more skilled and competent than women in the media houses. These findings are

in agreement with the Irex Africa Report (2016) “advocating on behalf of women in Somali

media”. Through promoted public debates, panel discussions, and lobbying meetings with

government officials and media managers, a series of trainings for female media practitioners

was done to advance their professional development.

4.2.2 Gender disparities in relation to career advancement.

36
The study further investigated whether there were any gender disparities in relation to career

advancement in KBC TV programme. Figure 4.3 presents the results from this investigation.

Fig 4.1 Gender disparities in relation to career advancement

Gender disparities
00
30 % YES

70 % NO

As observed from the chart above, seventy percent (70%) indicated that gender disparities in

career advancement do not exist. They gave the following reasons: gender was not an issue in

career advancement, career advancement was done on merit, merit was determined by level of

experience and level of education, People are treated equally and given equal opportunities in

their workplace.

Contrary, thirty percent (30%) of the respondents indicated that there exist gender disparities in

career advancement. The reasons given included: the corporate world considers men more

aggressive; women were not able to balance family and work and while on maternity leave men
37
would be left advancing their career, most decision-making positions were held by men, it was

easier for men to advance faster as compared to women.

The findings reveal that the media industry needs to address gender related concerns highlighted.

4.2.3 Women more than men in KBC.

Further analysis on whether women are more than men in KBC TV news was conducted in order

to assess the extent to which corporate culture across the media fraternity supports women

participation and advancement.

Sixty five percent (65%) of the respondents said that the men are more than women and

corporate culture does not support women’s participation and career advancement. On an

interview some gave out the following reasons: Women are rarely promoted; men dominate top

positions, patriarchy exists, there is discrimination of women. Women are viewed as the weaker

sex. Thirty five percent (35%) of the respondent’s said women are more in newsroom and indeed

the corporate culture did support women’s participation and advancement. The reasons given

included: women are given a fair chance as their male counterparts. Opportunities for training are

equally distributed, they have flexible working hours and there are a number of women in

Editing. Some said theoretically the corporate culture was supportive but practically it was not.

As observed from the study findings lack of support from the corporate culture leads to slower

career progression for women, discrimination, unequal distribution of labor and above all lack of

a support system to curb the gender inequalities. The corporate culture is critical in promoting

women to reaching senior positions in media organizations

38
39
4.2.4 Are women shown respect in news presentation?

Fig 4.2

WHETHER WOMEN ARE SHOWN RESPECT

84%
90 %

80%

70%

60 %
percentage

50%

40 %

30 %

20%

10 %

0%

NO Axis Title
YES
DECLINE

8% 8%
NO YES DECLINE
Series 1 84% 8% 8%

The study sought whether women in KBC TV are shown respect in relation to career

advancement. Eighty four percent (84%) of the respondents said women in KBC TV have no

respect. Eight percent (8%) of the respondents declined to respond. Eight percent (8%) indicated

that women in KBC TV are shown respect and do not face challenges in relation to career,

reiterating that career advancement was purely on merit. Those indicated they that they are not

respected gave the following reasons: the management does not understand certain key issues

40
like their family concerns for instance a sick child, house help issues among others. Some men

feel that women cannot be in news editing above them and undermine them. To rise steadily in

certain positions women, have to impress the male bosses beyond their official work. Women are

considered less skilful compared to men. There’s lack of performance appraisals across the

board.

The research findings complement Chambers, Steiner and Fleming (2011). study titled

“Stereotyping: representation of women in television news in south east Europe”. Study revealed

that women remain under represented in the media industry, and absent in decision-making

bodies and leadership positions. By silencing certain groups in society, and marginalizing female

voices within the public space makes it impossible for these voices to be heard and valued, and

prevents readers and viewers from viewing women as people with ideas and expertise. As

observed in these findings, these are factors contributing to the absence of women in decision-

making and position in newsroom, camera works and as such the valuable contribution they

would make is curtailed.

4.3. Part in which gender equality is not shown in KBC TV.

To determine the conditions under which gender equality is not shown in KBC TV programme,

the respondents were requested to indicate reasons for their options. They were provided with a

list question and further asked to explain why if yes . Forty percent (40%) said the conditions for

gender equality are poor, there are few women in newsroom positions, women efforts were not

recognized and there is no clear path for female in editing news. Sixty percent (60%) reported the

conditions in which gender equality is not shown were okay with a view that it is all about

ability, equal opportunities and merit.

41
4.4 Condition under which men and women get promoted in KBC.

Forty percent (40%) said the conditions for promotion are poor, stating that sexual favors

influence promotion. Twenty eight percent (28%) reported the conditions for promotion were

fair. Twenty four percent (24%) said the conditions were good, with a view that it is all about

ability in editing news and reporting.

Condition under which men and women get promoted in

KBC TV newsroom.
45

40
35

30

25

20

15

10

0
GOOD FAIR POOR DECLINE

Figure 4.3 Condition under which men and women get promoted in KBC TV

42
4.5 View on quotas for increasing women’s representation in KBC TV news.

With respect to general opinions of the respondents regarding quotas for increasing women’s

representation in the news room; forty seven percent (47%) said that quotas are unfair, and

women must compete with men on the same terms. On the other hand, twenty four percent

(24%) felt that quotas are a fair way of addressing the current imbalance. Sixteen percent (16%)

reported that quotas are a fair way of addressing the current imbalance but should only be for a

limited time.

Table 4.3 View on quotas for increasing women’s representation in KBC TV.
a) Quotas are unfair; women must compete with men on the same terms. 48%

b) Quotas are a fair way of addressing the current imbalance. 24%

c) Quotas should only be for a limited time. 8%

d) Both b and c. 16%

e) None of the above. 4%

There is need to increase of women effective women participation and career advancement in

KBC tv programme. An editor with the mainstream media while being interviewed indicated that

women editors want harmony in content while male editors want harsh content.

“Women write positive stories; they avoid stories that would create conflict between two people

or two groups. Women create co-existence and as such change the traditional way of handling

content in the media sector”.

43
4.6 Genders Policies /Strategies.

During the study it was established that majority 65% of the people interviewed were not aware

of any gender policy or strategies and network in KBC. Furthermore only 35% were aware on

some gender issues suggesting some media houses have either the gender policy or strategies that

guide operations in the organization. Any gender can write a good story and we don’t look at

gender issues. (In-depth Interviews, 2nd /07/2019). During the survey, it was established that

some media outlets have a gender policy which seems to guide them only on recruitment and

promotions. Ideally, the fact that few women are aware of the policies is expected to be a

motivation for them to disseminate their scholarly output to address the challenges and support

fellow women. However, the findings from this study indicate that fewer women are actively

engaged in news room editor’s roles where such issues are discussed as seen earlier. The study

revealed that having policies do not automatically translate to participation given that women’s

editing role in news was relatively low as compared to men.

4.7 levels of awareness of journalists on important legal and policy gender documents

within their respective media houses.

From the interview the researcher finds out that respond had different views one respondent says

that “a reporter can spend too much time working on a story but because he or she don’t know a

particular editor, story gets killed and instead other higher stories are fitted on the pages”.

44
Another respondent corroborated and argued that “a story will only get airtime if the editors are

pleased with it for example, a political story that might have influence from politicians will only

get airtime as the editors wish, brown envelope determines”.

4.8 Role of media on gender equality in news.

It was also established from the interviews conducted that media do not perform their work in

gender equality in news room. Stereotypes in the media remain largely inherent and women are

the most recipients of gender discrimination yet media managers were aware. In fact, previous

reports such as The Global Media Monitoring Project (GMMP) indicates that throughout the

world, female journalists are more likely to be assigned ‘soft’ subjects such as family, lifestyle,

fashion and arts. The reports further demonstrates that the hard news for example crime and the

economy, is much less likely to be written or covered by women.

4.9 Pay out Disparities

The gender pay gap is the difference between male and female earnings. This difference is

expressed as a percentage of male earnings. The gender pay gap reduces women’s lifetime

earnings and also affects their pensions - this is one of the significant causes of poverty in later

life for women. In 2016, the average pay of women working full-time was only 90.6% of men’s

pay. This means that compared to men, women stopped earning on the 10th November 2016 –

they were effectively working for no money after this date, which is referred to as Equal Pay

Day. On average, a woman working full-time in 2016 earned £5,732 less a year than a man

(Allen,2016, Fawcett society,2016). When part-time employees are included, the gender pay gap

was 18% in 2016. The pay gap varies across sectors and regions, rising to up to 55% in the

finance sector. In 2012, 64% of the lowest paid workers were women, contributing not only to

45
women's poverty but to the poverty of their children. Though the gender pay gap is gradually

decreasing over time, there have also been recent reversals in progress on this issue. In 2013,

compared to the previous year, the average pay of women working full-time fell by .9% to

84.3%. For all workers – both part-time and full-time – the gender pay gap was 19.1 % in 2013,

having risen from 18.6 per cent the previous year. This means for every £1 earned by a man in

the media, a woman earned only 81%. Gender pay gap is higher when part-time workers are

included because of the low hourly rates of pay in part-time work and the concentration of

women in these jobs due to the occupational segregation of the labour market (for e.g., 'the five

C jobs' are mostly done by women - cleaning, cashiering, caring, clerical work and childminding

- and these jobs are poorly paid).The austerity measures and the changes to the labor market

since 2012 (e.g. The cuts to public sector jobs and pay freeze to public sector, increasing use of

zero hours contracts in the private sector) have contributed to the widening gender pay gap in

2013.

4.10 Overcoming the Challenge: The Way Forward

Respondents were asked to give their opinions on the best way forward to overcoming challenges

facing women in KBC. Majority indicated the need to increase the number of women in

decision-making positions through a comprehensive gender policy. It was clear that even those

who were aware of existing policies reported that implementation of the existing policies is still a

work in progress. Other strong suggestions included; equal opportunities for women and men; a

46
policy that takes cognizant of family responsibilities for women; sensitize people realize that

women in the news room are not a liability.

Suggestions raised were as follows: that the top management needs to be sensitive on matters of

that can affect women and to put in place a non-discriminative open hiring system, to resolve the

challenge that often could be behind the low representation across departments in news.

4.11 Summary

This chapter presented the profile of respondents, condition under which women and men are

presented in KBC, gender policies, role of media on gender equality in newsroom department

and gender disparities in relation to career advancement. Tables, pie chart and graphs were used

to present data from respondents.

CHAPTER FIVE
47
 DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS

5.1 Introduction

This chapter comprises of summary, conclusions and recommendations for KBC on Impacts of

gender equality in Kenya.

5.2 Summary of the Study

The purpose of the study was to establish how KBC has an impact on gender equality in Kenya.

The study was guided by the following research objectives: -

(1) To find out gender policy and strategies in KBC.

(2) To establish levels of awareness of journalists on important legal and policy gender
documents within KBC department.

(3) To analyze gender equality at the Corporation.

(4) To find out pay disparities

The study utilized questionnaires and interviews to collect data.

5.2.1 General findings

Men are predominant employees in KBC. A quick survey revealed that men dominate the

editorial, production and technical departments. Women face gender related challenges in the

media sector. Fifty nine percent (59%) of the respondents indicated that women and men are not

treated equally stating that the men received more privileges in the media sector. Across the

board, numerous genders related challenges were exemplified by the respondents and also gender

awareness in news not known. Respondents felt that it was important to have in house trainings
48
to create gender awareness in the media houses and to create a forum for discussion of gender

related concerns in the news.

In linked with the theory of liberal feminism, by Mary Wollstonecraft a Vindication of the Rights

of Woman, Wollstonecraft commented on society's view of the woman and encouraged women

to use their voices in making decisions, separate from decisions previously made for her. The

theory affirms that all people are created equal; women are essentially the same as men.

According to data from respondents it was argued that to achieve equality, all barriers that limit

women’s advancement should be removed.

Basing on literature review on global gender equality, there has been intense pressure for

countries around the world to consider issues related to gender equality in and through the media.

While studies have shown that more and more women continue to train and enter into the field of

journalism, the number of women editors, owners or reporters remains low. Gender training

among journalists plays an important role as it can raise journalists’ level of awareness on gender

issues. By providing training to journalists, organizations promoting gender equality ensure

journalists become aware on gender issues as a most relevant aspect of political, socio-economic

and environmental life in society.

5.3 Conclusion

Results from the study show that despite progress made in gender representation in KBC

television news media, men still dominate big percentage as reporters or journalists and as news

sources/actors. Based on the data presented above, this study concludes in news room it operates

without gender policies. This was evident when majority of the members said that they are not

49
aware of gender policies in news, and where they exist, they have not been sensitized. Although

there were stereotypes on men, this affected women more and presented itself in various forums:

female journalists are weak and cannot cover/report politics or economy.

Women face a “dead end” glass ceiling in career advancement in the media sector, therefore

there is need to understand of the role of women in the media, and provision of a clear career

path in the media house for them.

5.4 Recommendations

It is the view of the researcher that the recommended solutions could foster gender equality in

news room that were involved in the study. The following recommendations were made based on

the findings and the conclusions of the study:

(i) The principle of gender equality and development needs to be emphasized as a basic

requirement for the equal enjoyment of rights and freedoms of women and men in all

sectors. Moreover, affirmative action policies and programs should be designed to ensure

that qualified women have equal access to opportunity and are given a fair chance to

contribute their talents and abilities. This will be a solution for a limited period to

addressing discrimination and creating equal opportunities.

(ii) Media houses should hold forums with all its workers to sensitize them and to have their

input on reviewing the existing policies if there are issues which have not been addressed.

(iii) The media industry needs to create an enabling work environment for women that will

provide them with morale to compete with their male counterparts in news room

50
(iv) Overall, the Kenyan Government must steer its mandate of women empowerment and

gender mainstreaming into all Government policies, plans and programs to ensure that

the needs and interests of women are addressed in line with the constitutional provisions.

This will go a long way in ensuring that women will be represented in all decision-

making positions in various sectors including news room.

51
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APPENDIX. 1

QUESTIONNAIRE.

COVER LETTER.

Dear Respondent,

I am Margaret Gathoni a student at KIPS Technical College studying Journalism and Media
studies. You have been selected to participate in this research study whereby the purpose is to
examine gender equality from Kenyans perspective on KBC television. You do not need to write
your name anywhere on this sheet. The questionnaire is mend for anyone above age 20 and the
information from respondents will be used to analyze how KBC TV play gender equality. The
information you give will be treated confidentially. To accomplish this objective, you are kindly
requested to complete these questionnaires provided so as to provide the necessary data. Your
contribution is highly appreciated.

SECTION. A

BACKGROUND DATA

1. Aged

20-25 years

26-30years
54
 31- Above

2. Gender

Male

Female

3. Level of education

Form four

Certificate

Diploma

Undergraduate

Post Graduate

4 Employment

Employed

Non- employed

4. If employed, does your Professional Training have any influence your work? Yes ( ) No
()

55
SECTION B: CAREER ADVANCEMENT, CONDITIONS OF WORK AND WORK
ENVIRONMENT

I. How would you describe the conditions under which men and women is presented in KBC
TV?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

II. Are there gender disparities in relation to career advancement KBC?

Yes ( ) No ( )

Briefly explain__________________________________________________

III. Are women more than men in KBC TV?

Yes ( )

NO ( )

iv. Are women shown respect in news presentation in KBC TV department?

Yes ( ) No ( )

SECTION C: DEPARTSMENTS.

Kindly indicate the following:

I. Are there any part in which gender equality is not shown in KBC TV?

Yes ( ) No ( )
If “yes” state the department……………………………………………………….

II.Who perform well in KBC TV Programme?

Men ( ) Women ( )

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 III.Have you experienced/ noticed gender disparities in relation to work and decision making in
your organization?

Yes ( ) No ( )

Briefly explain--------------------------- ------------------------------------

IV. How would you describe the conditions under which women rise/get promoted than men

in KBC programmes?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

Briefly explain……………………….. …………………………………………….

V. What is your view on quotas for increasing women’s representation in KBC programme
(choose one answer only):
a) Quotas are unfair; women must compete with men on the same terms.

b) Quotas are a fair way of addressing the current imbalance.

c) Quotas should only be for a limited time.
d) Both b and c.
e) None of the above.

SECTION D. WAY FORWARD.

How do you think the challenges facing women in KBC TV can be

overcome?.............................................................

INTERVIEW SCHEDULE

This interview guide will be used by the researcher to get information from public on how KBC
has an impact of gender equality in Kenya. It is mend for anyone above age 20.

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1. Please tell me who are you?
2. Briefly tell me about your background.
3. What have been some of the key challenges you have faced and how have you dealt with
them?
4. What are gender policy and strategies within KBC Corporation?

5. What are the levels of awareness of journalists on important legal and policy gender

documents within their respective media houses?

6. What analysis have been done on gender equality in the department?

7. What are any pay disparities?

8. Do the women and men in KBC TV treated equally or get equal opportunities to develop
their career?
9. Do KBC TV show gender balanced?
10. Do more women in KBC TV shown on the screen than men?
11. What strategies can be used to ensure that there are more women represented
indecision- making positions in the media sector?
12. What is your definition of gender equality in the media sector?

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APPENDIX 3. Budget.

Year: 6Th Jan 2024, - March 30th 2024

Project title: IMPACTS OF MEDIA ON GENDER EQUALITY IN KENYA: A CASE

STUDY OF KBC

Project lead: Margaret Gathoni

Expenditure Description Amount in ksh.

Internet bundles, for example, accessing online - 2,000

books and other advance senior projects

Travel costs for data collection for 2 weeks - 2, 500

Equipments e.g., audio recorder for interview. - 3,000

Printing e.g., proposal, questionnaire - 1,500

Meals - 2,000

Duplication e.g., 30 questionnaires each 5 pages - 750

Credit cards. When booking for an interview - 500

Total costs = Ksh. 12,250

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