Media Accessibility and Utilization by Kenyan Rural Women

Abstract

This study aims to establish the level of media accessibility and use by the Kenyan rural women in the Kinangop area, with the assumption that media can play an important role for the improvement of their welfare. A survey, using the critical incidence method, was used to gather data by probing person-to-person through interviews and questionnaires. 104 women were sampled from 31 170 women using multistage sampling technique, and interviewed. Ten questionnaires were distributed to key informants who hold leading positions for the improvement of social welfare in the area. The data was analysed by use of descriptive statistics. The study revealed that women require mainly health and agricultural information. Because of low literacy, the majority of the women cannot comprehend radio transmissions in English and Kiswahili which are not their vernacular languages. Despite rating the radio relatively high (26%) as the leading media for information compared to other media, several social and economic barriers including the lack of time to listen to radio programmes were mentioned. Alternative media resources such as rural extension workers and fellow women and friends were rated high. The poor transport and telecommunications infrastructure contributes enormously towards media inaccessibility. The study recommends that alternative media resources like women groups, folk media, religious gathering and exhibitions be promoted and extension services be improved. In addition, timely radio programmes should be broadcasted in vernacular, and women should be encouraged to participate in adult education programmes. Male spouses should be closely involved to support the initiatives and reduce cultural barriers. A model for solving some of the problems is provided. The study confirms previous similar studies and presents new dimensions that can be pursued. The data gathered can be used to determine the role libraries can play.