The Effect of Media Framing on Public Perception of Political Financing in Kisii County, Kenya

Political financing involves using financial resources to influence the political process and election dimension. The media has been at the forefront of shaping how the public perceives political financing and attitudes. The aim of political financing is to balance the imperative of maintaining fairness and integrity in a political process aimed at gaining the trust of the voters. The current study therefore seeks to examine the effect of media framing on political financing in Kisii County, Kenya. The study objectives were; to assess the media definitions of the use of Money for Political activities in Kisii County, Kenya; to explore the communicative framing patterns that influence political financing in Kisii, County, Kenya; to examine media proposals on strategies used by politicians to finance in their political campaigns in Kisii County; to assess the implication of media framing on political financing in Kisii County, Kenya. The study was anchored on the agenda-setting theory, cultivation theory and framing theory. The current study employed a descriptive research design which accommodate both quantitative and quantitative data to carry out this study. The target population, were total of 155 respondents including ({(Governor (1), MPs (9), MCAs (45), two members of the community from each of the 45 wards (90), and media personnel operating within the county (8)). The study employed a purposive sampling technique, given that the data required is based on the specific respondent. Additionally, given the small target population of 155 respondents the study employed census method. The study employed both a structured questionnaire for quantitative data collection and interview schedule qualitative data. Quantitative data were analyzed using descriptive analysis and inferential statistics while for qualitative analysis study used thematic analysis and findings presented in terms of tables, charts and graphs as well as quotes from your participants respectively. The results of the regression analysis reveal that all the media-related factors examined have a positive and statistically significant impact on political financing in Kisii County. The unstandardized beta coefficients indicate that the Implication of Media Framing has the largest effect on political financing (0.297), followed by the Media Definition of Politician’s Use of Finance for Political Gain (0.347). The Communicative Framing Patterns Used by Media and the Media Proposal on Strategies Used also have depicted a positive influence, with coefficients of 0.109 and 0.231, respectively. In conclusion, the findings underscore the central role of media in shaping political financing in Kisii County. The study recommended that media outlets in Kisii County adopt more transparent and informative framing when discussing political financing.