Evaluation of communication strategies used during the 2022 general elections in Shinyalu constituency, Kenya

Various studies have been undertaken on the role of interpersonal communication in elections in different countries. However, its efficacy and role in political communication have not been fully interrogated. This ignorance may lead to undesirable or negative outcomes contrary to the expectations of the contestants, making it difficult to tap into the gains that could be availed through this means of communication. This study sought to examine communication strategies used during the 2022 general elections in Shinyalu Constituency. The elaboration likelihood theory underpinned the study. The study adopted a mixed-method research design approach and utilised both qualitative and quantitative methods of data collection and analysis. The population of the study was 76,978. A sample population of 398 respondents was arrived at by the Slovin’s formula. 398 respondents responded to questionnaires, and 12 key informants participated in interviews. Quantitative data was analysed using descriptive statistics, while qualitative data from interviews was analysed thematically. The findings established that political candidates in Shinyalu Constituency utilised a variety of communication strategies to engage with the electorate. Policymakers and electoral bodies such as the Independent Electoral and Boundaries Commission (IEBC) should formulate policies which encourage transparent and effective communication. Political candidates and campaign managers should adopt interpersonal communication as a strategy and participate in community events in order to obtain affirmative vote outcomes.