Exploring the Prevalence and Patterns of Media Exposure and Use among Adolescent Generation Z in Secondary Schools in Western Kenya: A Focus on Kakamega, Kisii, and Siaya Counties
DOI:
https://doi.org/10.51867/scimundi.4.2.16Keywords:
Adolescents, Generation Z, Media Exposure, Parental Oversight, Social MediaAbstract
The purpose of this study was to explore media exposure patterns among school-going Generation Z adolescents in Western Kenya, specifically in Kakamega, Kisii, and Siaya Counties. By providing crucial insights into the media habits of these adolescents, the study aims to enhance understanding of youth media behavior and its developmental impacts. The findings could inform educational policies, parental guidance, content regulations, and health initiatives to address issues such as screen addiction and cyberbullying. The study applied Erik Erikson's Psychosocial Theory of Development to explore the media habits of adolescents in an exploratory context. Using descriptive and correlational research designs that included questionnaires, interviews, focus group discussions, and content analysis, data was collected from a sample of 384 learners drawn from a population of 190,555 learners using a stratified random sampling method. Additionally, 56 parents and 48 teachers were selected based on the principle of data saturation. A pilot study conducted in Vihiga County with 42 learners yielded a Cronbach's Alpha coefficient of 0.87. Expert faculty members assessed the instruments for face validity. The study adhered to the Kenya Data Protection Act of 2019, ensuring ethical procedures such as informed consent from principals, participant anonymity, and thorough training for research assistants. The data was analyzed using a mixed-methods approach that combined descriptive statistics for the quantitative data and thematic analysis for the qualitative insights. Findings reveal that Generation Z adolescents have widespread access to media, primarily engaging with social media (38%), with at least 35% using media for over 6 hours, notably on social media and mobile phones. A significant portion (35%) of their media consumption occurs without parental supervision, prominently on social media (40.7%) and mobile phones (28.2%). Media serves dual purposes for these adolescents, with radio and television primarily used for education (32% and 31.8%), while mobile phones and social media are predominantly for entertainment (34.6% and 25%). The study concluded that social media is widely used among adolescent Generation Z learners, with substantial daily engagement and minimal parental supervision. This study recommends implementing digital literacy programs, setting screen time limits, and integrating educational content into popular digital platforms, particularly targeting adolescent Generation Z. Schools should collaborate with content creators to enhance learning through engaging, interactive materials.
Downloads
References
Abbas, J., Aman, J., Nurunnabi, M., & Bano, S. (2019). The impact of social media on learning behavior for sustainable education: Evidence of students from selected universities in Pakistan. Sustainability, 11(6), 16-23. https://doi.org/10.3390/su11061683 DOI: https://doi.org/10.3390/su11061683
Aboagye, E., Kipgen, N., & Nwuche, V. (2020). Impact of Social Media on Youth Political Participation in Electoral Processes: A comparative study of Nigeria and Kenya. The Graduate Institute of International and Development Studies. Retrieved From https://static1.squarespace.com/static/5c27c93f1aef1d60b29781f9/t/5fd2a8c403a88f2c3d976fa2/1607641292603/ARP_KAF_IntermediaryReport_Final.pdf
Adjin-Tettey, T. D. (2018). The e-teen phenomenon: A conceptual model for new media technology use and appropriation (PhD diss., University of South Africa, Pretoria, South Africa).
Ahmed, S. (2012). Media Portrayals of Muslims and Islam and their Influence on Adolescent Attitude: An Empirical Study from India. Journal of Arab & Muslim Media Research, 5(3), 279-306. DOI: http://dx.doi.org/10.1386/jammr.5.3.279_1 DOI: https://doi.org/10.1386/jammr.5.3.279_1
Akokuwebe, M. E., Ukpabi, D., & Ejeh, S. (2019). Mass media and effective socialization amongst in-school adolescents in Lagos Nigeria. Retrieved from https://www.researchgate.net/publication/330760713
Anderson, M., & Jiang, J. (2018). Teens, social media & technology 2018. Retrieved from https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/
BBC Media Action. (2018). Kenya- Media landscape report. Retrieved from https://www.communityengagementhub.org/wp-content/uploads/sites/2/2019/09/Kenya-Media-Landscape-Report_BBC-Media-Action_November-2018v2.pdf
Boer, M., Van Den Eijnden, R. J., Boniel-Nissim, M., Wong, S. L., Inchley, J. C., Badura, P., ... & Stevens, G. W. (2020). Adolescents' intense and problematic social media use and their well-being in 29 countries. Journal of Adolescent Health, 66(6), S89-S99. https://doi.org/10.1016/j.jadohealth.2020.02.014 DOI: https://doi.org/10.1016/j.jadohealth.2020.02.014
Bourke, B. (2019). Connecting with Generation Z through Social Media. In Preparing the Higher Education Space for Gen Z (pp. 124-147). IGI Global. Retrieved from https://www.researchgate.net/publication/332432601_Connecting_With_Generation_Z_Through_Social_Media
https://doi.org/10.4018/978-1-5225-7763-8.ch007 DOI: https://doi.org/10.4018/978-1-5225-7763-8.ch007
Cabello, T., Cabello, P., & Claro, M. (2018). Online Opportunities and Risks for Children and Adolescents: The Role of Digital Skills, Age, Gender and Parental Mediation in Brazil. New Media and Society, 20(7), 2411-2431. DOI: 10.1177/1461444817724168 DOI: https://doi.org/10.1177/1461444817724168
Chang, H. Y., Park, E. J., Yoo, H. J., Won Lee, J., & Shin, Y. (2018). Electronic Media Exposure and Use among Toddlers. Psychiatry Investigation, 15(6), 568. DOI: https://doi.org/10.30773/pi.2017.11.30.2 DOI: https://doi.org/10.30773/pi.2017.11.30.2
Chassiakos, Y. L. R., Radesky, J., Christakis, D., Moreno, M. A., Cross, C., Hill, D., ... & Swanson, W. S. (2016). Children and adolescents and digital media. Pediatrics, 2016 Nov;138(5):e20162593. doi: 10.1542/peds.2016-2593. DOI: https://doi.org/10.1542/peds.2016-2593
Chetty-Mhlanga, S., Fuhrimann, S., Basera, W., Eeftens, M., Röösli, M., & Dalvie, M. A. (2021). Association of Activities Related to Pesticide Exposure on Headache Severity and Neurodevelopment of School-Children in The Rural Agricultural Farmlands of The Western Cape of South Africa. Environment International, 146, 106237. https://doi.org/10.1016/j.envint.2020.106237 DOI: https://doi.org/10.1016/j.envint.2020.106237
Collins, A., & Halverson, R. (2018). Rethinking education in the age of technology: The digital revolution and schooling in America. Teachers College Press. Retrieved from https://www.researchgate.net/publication/264869053_Rethinking_education_in_the_age_of_technology_the_digital_revolution_and_the_schools/citation/download
Corcoran, E., Gabrielli, J., Wisniewski, P., Little, T. D., & Doty, J. (2022). A measurement model of media parenting: Differences across parent and child reports and youth age and sex. Journal of Psychopathology and Behavioral Assessment, 44(3), 898-912. https://doi.org/10.1007/s10862-022-09962-y DOI: https://doi.org/10.1007/s10862-022-09962-y
Cowling, N. L. (2024, March 18). Favorite Social Media Platforms in Kenya as of Q3 2023. Retrieved April 14, 2024, from: https://www.statista.com/statistics/1304683/favorite-social-media-platforms-in-kenya/#:~:text=Favorite%20social%20media%20channels%20in%20Kenya%202022&text=Around%2034%20percent%20of%20respondents,used%20social%20media%20in%20Kenya
Coyne, S. M., Padilla-Walker, L. M., Fraser, A. M., Fellows, K., & Day, R. D. (2014). "Media time- family time" positive media use in families with adolescents. Journal of Adolescent Research, 29(5), 663-688. https://doi.org/10.1177/0743558414538316 DOI: https://doi.org/10.1177/0743558414538316
Data Protection Act 2019. (2019). No. 181.24. Retrieved from http://kenyalaw.org/kl/fileadmin/pdfdownloads/Acts/2019/TheDataProtectionAct__No24of2019.pdf
Delfanti, A., & Arvidsson, A. (2019). Introduction to digital media. John Wiley & Sons. https://doi.org/10.1002/9781119276296. DOI: https://doi.org/10.1002/9781119276296
Donelle, L., Facca, D., Burke, S., Hiebert, B., Bender, E., & Ling, S. (2021). Exploring Canadian Children's Social Media Use, Digital Literacy, and Quality of Life: Pilot Cross-sectional Survey Study. JMIR Formative Research, 5(5), e18771. https://doi.org/10.2196/18771 DOI: https://doi.org/10.2196/18771
Fitzpatrick, C., Burkhalter, R., & Asbridge, M. (2019). Adolescent Media Use and Its Association to Wellbeing in a Canadian National Sample. Preventive Medicine Reports, 14, 100867. https://doi.org/10.1016/j.pmedr.2019.100867 DOI: https://doi.org/10.1016/j.pmedr.2019.100867
Gustafsson, J., & Nielsen, P. E. (2017). Changing Communication Ecologies in Rural, Peri-Urban and Urban Kenya. Journal of African Media Studies, 9(2), 291-306. DOI: https://doi.org/10.1386/jams.9.2.291_1 DOI: https://doi.org/10.1386/jams.9.2.291_1
Haqqu, R., Hastjarjo, S., & Slamet, Y. (2019). Teenagers Entertainment Satisfaction in Watching Talk Show Program through Youtube. Jurnal The Messenger, 11(1), 38-45. https://doi.org/10.26623/themessenger.v11i1.969 DOI: https://doi.org/10.26623/themessenger.v11i1.969
Hurwitz, L. B., Bickham, D. S., Moukalled, S. H., & Rich, M. (2020). Only So Many Hours In A Day: Early Childhood Screen Time in Boston and Mexico City. International Journal of Communication, 14, 21. https://doi.org/10.1038/s41390-022-02261-y DOI: https://doi.org/10.1038/s41390-022-02261-y
Julius, K. K. (2020). Social media consumption in Kenya: Trends and influence on behaviour change in the wake of the Coronavirus pandemic outbreak. Journal of Studies in Social Sciences and Humanities, 6(2), 66-75.
Kabali, H. K., Irigoyen, M. M., Nunez-Davis, R., Budacki, J. G., Mohanty, S. H., Leister, K. P., & Bonner Jr, R. L. (2015). Exposure and Use of Mobile Media Devices by Young Children. Pediatrics, 136(6), 1044-1050. DOI: https://doi.org/10.1542/peds.2015-2151 DOI: https://doi.org/10.1542/peds.2015-2151
Kaur, N., Gupta, M., Malhi, P., & Grover, S. (2019). Screen Time in Under-Five Children. Indian Pediatrics, 56, 773-788. https://doi.org/10.1007/s13312-019-1638-8 DOI: https://doi.org/10.1007/s13312-019-1638-8
Kemp, S. (2020). Digital 2020: Global Digital Overview. Retrieved from https://wearesocial.com/uk/blog/2020/01/digital-2020-3-8-billion-people-use-social-media/
Kharono, B., Kaggiah, A., Mugo, C., Seeh, D., Guthrie, B. L., Moreno, M., ... & Ronen, K. (2022). Mobile technology access and use among youth in Nairobi, Kenya: Implications for mobile health intervention design. Mhealth, 8. https://doi.org/10.21037/mhealth-21-23 DOI: https://doi.org/10.21037/mhealth-21-23
Kenya National Beaureau of Statistics. (2019). 2019 Kenya Population and Housing Census Volume 4: Distribution of Population by Socioeconomic Characteristics. Kenya National Beaureau of Statistics. Retrieved from https://housingfinanceafrica.org/app/uploads/VOLUME-IV-KPHC-2019.pdf
Krejcie, R., & Morgan, D. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(7), 607-610. DOI: https://doi.org/10.1177/001316447003000308 DOI: https://doi.org/10.1177/001316447003000308
Kumar, S. (2022). Youth and Internet Usage among Rural Youth in India. International Journal of Novel Research and Development, 7(10), 473-481. Retrieved from https://www.ijnrd.org/papers/IJNRD2210184.pdf
Lauricella, A. R., & Cingel, D. P. (2020). Parental influence on youth media use. Journal of Child and Family Studies, 29(7), 1927-1937.
https://doi.org/10.1007/s10826-020-01724-2 DOI: https://doi.org/10.1007/s10826-020-01724-2
Livingstone, S., Nandi, A., Banaji, S., & Stoilova, M. (2017). Young Adolescents and Digital Media: Uses, Risks and Opportunities In Low-and Middle-Income Countries: A Rapid Evidence Review. Retrieved from https://www.gage.odi.org/publication/digital-media-risks-opportunities/
Mullan, K. (2018). Technology and Children's Screen-Based Activities in The UK: The Story of The Millennium So Far. Child Indicators Research, 11(6), 1781-1800. DOI: https://doi.org/10.1007/s12187-017-9509-0 DOI: https://doi.org/10.1007/s12187-017-9509-0
Mwita, C. (2021). The Kenya Media Assessment 2021. Retrieved from https://internews.org/wp-content/uploads/legacy/2021-03/KMAReport_Final_20210325.pdf
Ng'ethe, R. W. (2014). Influence of television viewing on children's social development among preschoolers in Thogoto Zone, Kiambu County, Kenya [Master's thesis, University of Nairobi, Kenya]. Retrieved from https://erepository.uonbi.ac.ke/handle.net/11295/73674
Njeru, S. (2023). Entangling The "Web" Of Social Media Among The Youth. Retrieved from https://www.citizen.digital/news/entangling-the-web-of-social-media-among-the-youth-n325960
O'Neill, B. (2023). Research for CULT Committee - The Influence of Social Media on the Development of Children and Young People. European Parliament, Policy Department for Structural and Cohesion Policies, Brussels. Retrieved from http://www.europarl.europa.eu/thinktank/en/document/IPOL_STU(2023)733109
Odgers, C. (2018). Smartphones are bad for some teens, not all. Nature, 554(7693), 432-434. https://doi.org/10.1038/d41586-018-02109-8 DOI: https://doi.org/10.1038/d41586-018-02109-8
Odofin, T., & Igabari, Q. (2023). Assessment of Social Media Exposure and Substance Abuse Among Adolescent Secondary School Students in Delta State, Nigeria. International Journal of Social Science and Education Research Studies, 3(05), 846-851. https://doi.org/10.2307/1602692 DOI: https://doi.org/10.2307/1602692
Pfeiffer, C., Kleeb, M., Mbelwa, A., & Ahorlu, C. (2014). The use of social media among adolescents in Dar es Salaam and Mtwara, Tanzania. Reproductive Health Matters, 22(43), 178-186. https://doi.org/10.1016/S0968-8080(14)43756-X DOI: https://doi.org/10.1016/S0968-8080(14)43756-X
Pinho, M. G. M. D., Adami, F., Benedet, J., & Vasconcelos, F. D. A. G. D. (2017). Association between screen time and dietary patterns and overweight/obesity among adolescents. Revista de Nutrição, 30(03), 377-389. https://doi.org/10.1590/1678-98652017000300010 DOI: https://doi.org/10.1590/1678-98652017000300010
Sackl-Sharif, S., Goldgruber, E., Dvoršak, L., & Radkohl, S. (2022, May). Youth Participation and Social Media: Potentials and Barriers. In ECSM 2022 9th European Conference on Social Media, 280-283. Academic Conferences and Publishing Limited. https://doi.org/10.34190/ecsm.9.1.140 DOI: https://doi.org/10.34190/ecsm.9.1.140
Salubi, O. G., Nekhwevha, F. H., Oyediran-Tidings, S., & Ondari-Okemwa, E. M. (2019). Digital media usage and prevalence of internet addiction among undergraduate students in South Africa. https://doi.org/10.6025/ijwa/2018/10/4/127-136 DOI: https://doi.org/10.6025/ijwa/2018/10/4/127-136
Serbanescu, A. (2022). Millennials and the Gen Z in the Era of Social Media. Social Media, Technology, and New Generations: Digital Millennial Generation and Generation Z, 61.
Smahel, D., Machackova, H., Mascheroni, G., Dedkova, L., Staksrud, E., Ólafsson, K., ... Hasebrink, U. (2020). EU Kids Online 2020: Survey results from 19 countries. EU Kids Online. Retrieved from http://hdl.handle.net/20.500.12162/5299
Stockdale, L. A., & Coyne, S. M. (2020). Bored and online: Reasons for using social media, problematic social networking site use, and behavioral outcomes across the transition from adolescence to emerging adulthood. Journal of Adolescence, 79, 173-183.
https://doi.org/10.1016/j.adolescence.2020.01.010 DOI: https://doi.org/10.1016/j.adolescence.2020.01.010
Summerfield, P. (2023). How Canada's Youth are Using Social Media. Retrieved from https://mediaincanada.com/2023/07/14/how-canadas-youth-are-using-social-media/
Thomas, G., Bennie, J. A., De Cocker, K., & Biddle, S. J. (2021). Exploring contemporary screen time in Australian adolescents: A qualitative study. Health Promotion Journal of Australia, 32(8), 238-247. https://doi.org/10.1002/hpja.440 DOI: https://doi.org/10.1002/hpja.440
Twenge, J. M., Martin, G. N., & Spitzberg, B. H. (2019). Trends in US Adolescents' media use, 1976-2016: The Rise of Digital Media, The Decline of TV, and The (Near) Demise of Print. Psychology of Popular Media Culture, 8(4), 329. DOI: https://psycnet.apa.org/doi/10.1037/ppm0000203
https://doi.org/10.1037/ppm0000203 DOI: https://doi.org/10.1037/ppm0000203
Valkenburg, P. M. (2022). Social media use and well-being: What we know and what we need to know. Current Opinion in Psychology, 45(6), 101-104. https://doi.org/10.1016/j.copsyc.2021.12.006 DOI: https://doi.org/10.1016/j.copsyc.2021.12.006
van der Merwe, P. (2013). South Africa's Adolescents in a Wired World. International Journal of Criminology and Sociology, 2(6), 348-349. DOI: http://dx.doi.org/10.6000/1929-4409.2013.02.33 DOI: https://doi.org/10.6000/1929-4409.2013.02.33
Vannucci, A., & McCauley Ohannessian, C. (2019). Social media use subgroups differentially predict psychosocial well-being during early adolescence. Journal of Youth and Adolescence, 48(6), 1469-1493. https://doi.org/10.1007/s10964-019-01060-9 DOI: https://doi.org/10.1007/s10964-019-01060-9
Vannucci, A., Simpson, E. G., Gagnon, S., & Ohannessian, C. M. (2020). Social Media Use and Risky Behaviors in Adolescents: A Meta-Analysis. Journal of Adolescence, 79(5), 258-274. DOI: https://doi.org/10.1016/j.adolescence.2020.01.014 DOI: https://doi.org/10.1016/j.adolescence.2020.01.014
Wang, D., Shinde, S., Drysdale, R., Vandormael, A., Tadesse, A. W., Sherfi, H., ... & Fawzi, W. W. (2022). Access to Digital Media and Devices Among Adolescents in Sub-Saharan Africa: A Multicountry, School-Based Survey. Maternal & Child Nutrition. https://doi.org/10.1016/10.1111/mcn.13462 DOI: https://doi.org/10.1111/mcn.13462
Weru, J. K. (2018). Factors Influencing Utilization of Educational Radio Programmes Produced By Kenya Institute Of Curriculum Development: A Case Of Public Primary Schools in Ruiru Sub-County, Kiambu County (Master's thesis, University of Nairobi, Kenya).
World Health Organization (2020). WHO Guidelines on Physical Activity and Sedentary Behavior. World Health Organization. https://doi.org/10.1136/bjsports-2020-102955 DOI: https://doi.org/10.1136/bjsports-2020-102955
Youvan, D. C. (2024). Navigating Psychological Transitions: Theories, Dynamics, and Life Contexts. http://dx.doi.org/10.13140/RG.2.2.19672.51203
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Pauline Adhiambo, Peter Odera
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.