Impacts of Electronic Media Strategies on Curbing Female Genital Mutilation [FGM] in Narok County, Kenya

Abstract

Female Genital Mutilation (FGM) remains a deeply entrenched cultural practice despite global condemnation as a violation of human rights and a public health issue. This study investigated the impact of electronic media strategies on curbing FGM in Narok County, Kenya. The objectives were to assess how electronic media content development strategy, electronic media engagement, electronic media partnership techniques and audience analysis used in curbing female genital mutilation [FGM] in Narok County, Kenya. The study was anchored on the social learning theory, and adopted a descriptive research design. The target population included community member aged 18 to 60, chiefs, assistant chiefs, media professionals, journalists, editors, and religious leaders, with a sample of 365 respondents determined using Krejcie and Morgan tables. The study used a combination of purposive and stratified random sampling techniques. The study collected quantitative data using structured questionnaire. Questionnaires were distributed using drop-and-pick and electronic methods while upholding confidentiality and privacy. Quantitative data were analysed using SPSS in the form of descriptive statistics, such as frequencies, percentages, means, and standard deviations. Further, inferential statistics was done to establish the strength of the relationship between the study variables. The findings revealed that all four electronic media strategies had a positive and significant influence on curbing FGM in Narok County. Results revealed that holding other factors constant, curbing FGM practices stood at 2.015. Also, holding other factor constant, a unit change in content development reduced the FGM by 0.216 units. Further, Standardized coefficient of 0.080 indicates a positive relationship between engagement techniques and curbing FGM, suggesting that for each one-unit increase in engagement techniques, curbing FGM increases by 0.092 units. Further, The unstandardized coefficient is 0.133 depicted by the variable electronic media partnership technique, revealed that every one-unit increase in electronic media partnership technique, there is an expected increase of 0.133 units in curbing FGM. Lastly, the unstandardized coefficient is 0.019 depicted by the variable audience analysis, revealed that the relationship between audience analysis and curbing FGM is very weak and not statistically significant, indicating that audience analysis does not have a meaningful influence on efforts to curb FGM in this context.  It concluded that well-designed media strategies, particularly content development, can significantly improve community awareness and transform attitudes toward FGM. The study recommended that since electronic media partnership techniques significantly influence curbing FGM, media organizations should form strategic alliances with NGOs, government agencies, and local leaders. Also, given the positive relationship between engagement techniques and curbing FGM, electronic media should prioritize interactive strategies, such as hosting live discussions.