Priming of Gmo-Related News Stories Aired by Citizen Television in October 2022 for Public Awareness among Kenyans

Abstract

Global concerns about climate change and how it affects people’s lives have grown recently. One of the biggest concerns is drought, which has caused food shortages in many African nations. As a result, the introduction of Genetically Modified Organisms (GMOs) has become a popular strategy many nations use to combat food scarcity. However, many people in countries that support the use of GMOs still need to comprehend the issue entirely. In light of this, informing the public about what GMOs mean when combating food shortages is crucial, especially in developing nations like Kenya. Thus, conducting thorough research on the role of mass media in raising public awareness about this crucial subject was vital. The scope of the study was limited to Citizen Television, one of the most-watched television channels in Kenya. The main objective of this study was to examine the priming of GMO-related news stories aired by Citizen Television in October 2022 to raise public awareness among Kenyans. It was further guided by two specific objectives: (a) To investigate the positive priming of GMO-related news stories aired by Citizen Television in October 2022 in a bid to raise public awareness among Kenyans and (b) To evaluate the negative priming of GMO-related news stories aired by Citizen Television in October 2022 in a bid to raise public awareness among Kenyans. The research used the priming theory for its theoretical framework. A qualitative content analysis of Citizen Television’s news coverage of GMO-related news stories in October 2022 was used as the research design. During data collection, fourteen Citizen TV news stories from its online database were accessed, transcribed, and qualitatively analyzed using a content analysis code drafted from the critical attributes of the study objectives. Research findings revealed that positive priming, like potential agricultural breakthroughs and crop resilience, and negative priming, such as constitutional and public involvement, health, and environmental concerns of GMO news, were utilized to sensitize Kenyans about GMOs. The study recommended that Citizen Television develop a balanced presentation of benefits and concerns in its priming strategies.