Examining the Role of Media Literacy in Promoting Civic Participation in Migori County, Kenya

In today's media-driven world, having media awareness is crucial. This study explored how media literacy can be utilized to promote strong civic participation in Migori County, Kenya. Despite the importance of media literacy, there is limited literature explaining its role in fostering civic participation in Migori County. The main objective of this study was to evaluate the role of media literacy in supporting civic participation among the citizens of Migori County. The research was based on Social Capital Theory (SCT), which highlights the significance of social networks and groups in facilitating specific behaviours of individuals. The study used a mixed research methods approach, employing a descriptive survey design. The research population included residents of Migori County, young leaders in civic engagement, and the Sub-County information officer. The survey respondents provided data through questionnaires. Information from Focus Group Discussions (FGDs) was collected utilizing a FGD guide, whereas the Key Informant was interviewed using an interview guide. The Statistical Package for Social (SPSS) Version 26 was used for analyzing quantitative data, which was then presented in tables, and charts. Thematic analysis was conducted on qualitative data and then combined with quantitative data through triangulation for interpretation and understanding. The findings of the study indicated a positive and significant relationship between civic participation and media literacy. The results established that only 34.5% financially supported a political course, and 28.7% participated in civil activities like protests, marches, or demonstrations in the past two years. An overwhelming majority of 91.1% of the respondents believe in the power of media literacy to comprehend their role as responsible citizens. Only 39.3% of people agreed that media literacy helped them to volunteer during campaigns and elections. The study recommends that the government and other relevant stakeholders heighten awareness regarding media literacy to foster a mindful consumption of media and enhance civic participation within our contemporary, media-driven civic sphere