The Role of Mainstream Television Programs in Sensitizing the Kenyan Publics on Climate Change Issues: A Case of Earthwise on NTV

Steve Billy Ochieng, Professor Idah Muchunku and Dr. Kinya Kigatiira
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Steve Billy Ochieng: Multimedia University of Kenya
Professor Idah Muchunku: Multimedia University of Kenya
Dr. Kinya Kigatiira: Multimedia University of Kenya

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 9, 592-599

Abstract: Climate change (CC) is one of the most significant challenges of our time, with far-reaching impacts on ecosystems, human health, agriculture, and food security. In Kenya, the effects are evident in recurrent floods, prolonged droughts, biodiversity loss, and declining agricultural productivity, threatening livelihoods and national development. This study evaluated the role of NTV Earthwise programming content in sensitizing the Kenyan publics on climate change issues. Agenda-setting and Framing theories formed the theoretical foundation, with a qualitative content analysis research design being employed on twelve Earthwise episodes broadcast between September 2023 and September 2024 on NTV's YouTube channel. The twelve episodes were purposively sampled, and the data was transcribed and analyzed thematically. The findings revealed that Earthwise contributes significantly to sensitizing the Kenyan publics on Climate Change by contextualizing scientific information within relatable local realities and showcasing practical adaptation strategies. However, its broader impact is constrained by limited geographic coverage, an imbalanced framing of Climate Change issues, and a focus on presenting visual images of Climate Change without previous context. Future studies on this topic should consider including audience-centered research methods to provide a comprehensive view of the role of media in sensitizing the Kenyan publics on Climate Change issues.

Date: 2025
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