Social Media Political Communication and Misinformation: A Case Study of the Youth in Kiambu County, Kenya

Abstract

Social media in recent times has proven to be extremely persuasive in influencing the public’s opinion on political affairs. Since 2007, election campaigns have actively utilized several social media platforms in Kenya for communicating with, mobilizing, and organizing supporters. Politicians and political activists along with their parties make maximum use of it to interact and provide civic education to the public. However, few written materials are available on how Kenyan youth, particularly those who live in Kiambu County, use social media for political engagement. The objective of this research is therefore to explore patterns as well as practices characterizing social media use by young people in Kiambu County and how this affects their political involvement and discourse. This research is guided by Habermas’s Theory of the Public Sphere, which asserts that public political discourse that is free from government interference is important for creating functional democracies. Social media, which acts as a public sphere, can allow the youth to engage in political discussions and other civic activities. The research employs a descriptive research design, utilizing an online survey as the primary tool for data collection, administered via Survey Monkey. The research’s target population includes young people enrolled in institutions of higher learning in Kiambu County who use social media for communication. The sample size was determined based on the number of university students in Kiambu County. It utilized stratified random sampling on a target population of 115,330 to draw a sample of 380 youths using a Survey Monkey online sample calculator with a 95% confidence level and 5% margin of error. Initially, a pilot study was conducted on 10% of the sample, which is 38 respondents, to ascertain the reliability of the research instruments, eventually, from the 342 surveys sent out, 224 were completed and returned. For data analysis, Microsoft Excel was utilized in coding and organizing the data to create tables and graphs. The findings showed that X was the respondents' most used platform for political discourse. Most respondents were aware of and engaged in political discussions on social media, and believed that social media influenced their political attitudes and beliefs. Although most viewed social media as a source of civic education, they were skeptical about its reliability due to misinformation. The study concludes that many youths in Kiambu County are actively participating in political discussions online and therefore it recommends that better education should be provided to help the youth discern credible information from misinformation. Additionally, interventions should be established to curb digital crimes like cyberbullying and online fraud.