Media Priming of Road Traffic Accidents in Kenya

Abstract

This article examines how the print media in Kenya reported road traffic accidents (RTAs). Using the priming theory, the article sought to identify the patterns of reporting and issues arising from such reporting of RTAs in the print media in Kenya. This is because the cost of RTAs in Kenya to the economy is estimated at Ksh. 14 billion per year. The study was a content analysis of two leading newspapers in Kenya-Daily Nation and the Standard newspapers. Data were collected using an analysis of the stories contained in the leading newspapers that related to RTAs. The content of 251 articles on RTAs was reviewed. A thematic analysis was done on the data which was then presented using simple tabular comparison of means, graphs, charts, and text. It was found that the newspapers play a significant role in passing on RTA information to the public, although a lot still needs to be done to address an obvious gap. Print media should improve its reportage of RTAs, the way it reports and primes it, and the amount of space allocated to stories on RTAs. Therefore, more space needs to be allocated to road safety issues even as all stakeholders should be encouraged to share information and opinions regarding road safety through the media. Information on RTAs and associated issues need to be published in prime pages regularly and not only when reporting on road crashes.

Understanding Fatal Crash Reporting Patterns in Bangladeshi Online Media using Text Mining

“…Reporters are likely to sensationalize and over-emphasize traffic crash stories, rarely mentioning the possible causes of the crash ( 6 , 7 ). News reports often include information on the vehicle type involved in the crash but rarely report on the characteristics of the people injured and vehicles damaged ( 8 , 10 ). An analysis conducted on Ghanaian newspapers reveals that only 22% of articles cover pedestrian injuries, which account for 50% of the traffic fatalities in Ghana ( 8 ).…”

Trend analysis and fatality causes in Kenyan roads: A review of road traffic accident data between 2015 and 2020

“…The country relies majorly on public service vehicles (PSVs) to meet the commuter needs of diverse groups of people. It has been reported that mode of public transport (Matatu industry) in Kenya is at fault when it comes to issues on safety (Manyara, 2016) (Mogambi & Nyakeri, 2015). PSVs in Kenya are legalized to carry between 10 and 50 passengers depending on the category of the vehicle (R. of K. (GoK), 2018).…”

“…In several papers, it is reported that 85% of the accidents are caused by driver error in Kenya ranging from over speeding, intoxication and/or plain recklessness among others (Manyara, 2016), (Mogambi & Nyakeri, 2015). The Kenya police in conjunction with NTSA has been enforcing adherence of traffic rules in the country.…”

“…This is heightened by over-reliance on media stations for accident reporting. Authors in (Mogambi & Nyakeri, 2015) pointed out the tendency of media stations to prime (overreport crash events) and over rely on eyewitnesses. Under normal circumstances, news reports and police report of accidents is usually based on eyewitness accounts which is highly subjective.…”

Contribution of Road Design to Road Accidents along Thika Superhighway, Kenya

“…It is estimated that Kenya has one of the highest road fatality rates in relation to vehicle ownership in the world, with an average of 7 deaths from the 35 road crashes that occur each day (Odero, Meleckidzedek & Heda, 2003). Kenya loses nearly 3000 persons due to roads accidents annually which translates to approximately 68 deaths per 10,000 registered vehicles, which is higher (30-40 times greater) than in highly motorized countries (Mogambi & Nyakeri, 2015).…”