Influence of Narrative Principles on Organizational Change Adoption of Blended Learning in Selected Kenyan Universities

Eliezer Namu () and Prof. Hellen Mberia ()

International Journal of Communication and Public Relation, 2024, vol. 9, issue 4, 15 - 23

Abstract: Purpose: The aim of the study is to analyse the influence of narrative principles on organizational change adoption of blended learning in selected Kenyan Universities. Methodology: Data was collected through semi-structured interviews with a sample size of 18 full-time lecturers in University of Nairobi (Faculty of Arts and Social Sciences); and Kenyatta University (School of Humanities and Social Sciences) for the period between November to December 2023. In each university 9 lecturers were interviewed which is reflective of the saturation point for getting new information among respondents through interviews. Interviews were conducted face to face whereas others were conducted online through Google meet depending on the availability of respondents. Ethical considerations were followed throughout the research process which included collection of informed consent during data collection. The data was then processed using the QualCoder 3.5 software. Findings: The study revealed that persuasive storytelling had an influence on the adoption of blended learning in selected public universities. The blended learning adoption change was noted as emergent technological change which was sparked by the prevalence of COVID-19 pandemic outbreak. Unique Contribution to Theory, Practice and Policy: The study was anchored on Narrative Paradigm Theory. It showed modern application of the theory in learning institutions. University management need to utilize further the concept of storytelling communication in a similar and even better manner just as they did in the wake of COVID-19 pandemic to navigate resumption of learning by adopting online and blended learning.

Date: 2024
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