INFLUENCE OF DIGITAL MEDIA ON EFFECTIVE COMMUNICATION IN COUNTY ASSEMBLIES IN CENTRAL REGION OF KENYA

Effective communication is critical in any organization and digitalized channels ensure work processes and time spent on repetitive task is minimized resulting to increased productivity. Although digitalization of Hansard production has advantages, there is low uptake of digitalization in the County Assemblies in Central Region of Kenya on Hansard Production to enable effective communication. The main objective of this study was to establish the influence of digital media on effective communication in County Assemblies in Central Region of Kenya. The study was anchored on Uses and Gratification theory (U&G) and Media System Dependency Theory. The study adopted a mixed research design to facilitate a qualitative and quantitative exploration of the research objectives. The target population of the study was 497 County Assembly’s leadership and staff consisting of clerks, speakers, majority leaders, chief whips and members of staff. A sample size of 149 respondents was picked using purposive and stratified sampling methods. The study collected primary data using a structured questionnaire and key informant interview guide. The research instruments were validated using a pilot study. Quantitative data was analyzed using the statistical package for social Sciences (SPSS) version 22 computer package while qualitative data was analyzed using thematic data analysis. Quantitative data was presented in tables, figures and pie charts while qualitative data was presented in narrative form. The study established that digital media platforms, including social media, played a significant role in information dissemination but faced challenges like data security and misinformation. The study recommended that comprehensive strategies for digital media integration were essential to address data security, misinformation and content accessibility through content moderation and digital literacy programs.