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.
Highlights
The United Nations has declared the years 2011 to 2020 as the Decade of Action for Road Safety
The Standard and Daily Nation newspapers had most of articles on Road traffic accidents (RTAs) tucked in the inside pages of the newspapers
Both newspapers placed many articles dealing with RTAs in the inside pages of the newspapers during the study period
Summary
The United Nations has declared the years 2011 to 2020 as the Decade of Action for Road Safety. The objective of declaring a decade-long action plan is to arrest the escalating levels of fatalities and injuries, thereby reducing the trend by half by 2015 (World Health Organization [WHO], 2013a). Road traffic accidents (RTAs) are an emerging public health problem worldwide with more than 1.2 million deaths and 10 million injured or crippled annually. RTAs are the 9th leading contributor to the burden of disease and the 10th leading cause of death by injury. Accidents are common and yet remain underreported mainly due to inaccurate statistics on road deaths. RTAs exert a considerable economic burden on developing countries, estimated to cost 1% to 4% of a country’s gross national product (GNP) per annum (Zwi, 1993)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
