Evaluating the influence of media strategies on the implementation of media policy protecting children against harmful television content in Nairobi County, Kenya

Abstract

Mass media content in Nairobi, particularly broadcast radio and television, is largely free to air. This unrestricted access poses a significant challenge regarding specific content exhibited and its potential long-term effects on audiences and society. The most affected audience category is children, who risk exposure to unregulated, age-inappropriate content that may cause them harm. This paper therefore evaluated the influence of media strategies on the implementation of media policy protecting children against harmful television content in Nairobi County. The study was grounded in Implementation Theory, which conceptualizes policy execution as a dynamic, interactive process shaped by stakeholder engagement. It adopted a descriptive research design to determine how media policy implementation strategies influence the safeguarding of children. The study involved all child media policy implementing bodies: government agencies, the Media Owners Association, media policy experts, television stations, and parents within Nairobi County. A total of 416 respondents were sampled using Purposive Sampling Technique. Self-administered questionnaires were administered to selected parents, while structured interviews were conducted with other identified respondents. A critical analysis of Kenyan media policy was carried out to examine the extent of stakeholder involvement, establishing a relationship between stakeholder involvement and policy implementation. Data was analyzed using linear regression. The study found that while media policy implementation strategies are generally sufficient, they do not guarantee adherence to set guidelines. Moreover, unlike media agencies, parents demonstrate low awareness of mechanisms regulating safe children's television content. The study recommends civic education and participation by all stakeholders in media policy formulation and strategies, as well as continuous review of existing policies governing safe children's television content.