Factors Influencing Consumption of Christian Broadcast Programmes by Nzuki Susan Mukulu A thesis presented to the School of Communication of Daystar University Nairobi, Kenya In partial fulfillment of the requirements for the degree of MASTER OF ARTS in Communication November 2018 Daystar University Repository Library Archives Copy
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Factors Influencing Consumption of Christian
Broadcast Programmes
by
Nzuki Susan Mukulu
A thesis presented to the School of Communication
of
Daystar University
Nairobi, Kenya
In partial fulfillment of the requirements for the degree of
MASTER OF ARTS
in Communication
November 2018
Daystar University Repository
Library Archives Copy
APPROVAL
FACTORS INFLUENCING CONSUMPTION OF CHRISTIAN
BROADCAST PROGRAMMES
by
Nzuki Susan Mukulu
14-0473
In accordance with Daystar University policies, this thesis is accepted in partial fulfillment of the requirements for the Master of
FACTORS INFLUENCING CONSUMPTION OF CHRISTIAN BROADCAST PROGRAMMES
I declare that this thesis is my original work and has not been submitted to any other college or university for academic credit.
Signed:
____________________________
Nzuki Susan Mukulu
14-0473
Date: ________________
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ACKNOWLEDGMENTS
I acknowledge God for His grace and provision throughout this journey. I also
acknowledge my supervisors, Dr. Rosemary Kowuor and Mr. Perminus Mburu, for
their guidance and support. Their words of encouragement kept me going when the
temptation to give up crept in. May God bless you. I am also indebted to my research
assistants, Colin Karanja and Roy Kipchumba, who helped me during data collection
and analysis.
I also acknowledge the leadership of Christian Church International - Thika
and the members for allowing me to carry out my research in their Church. To Rev.
Ken Isige, Rev. Charles Thuku, Pastor Steve Onguko, and the members of Christ is
the Answer Ministries - Thika Road, thank you. Lastly but not least, I acknowledge
my mum Josephine Nzuki and aunt Dorothy Syanda for their support. May God richly
bless you all.
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TABLE OF CONTENTS
APPROVAL ................................................................................................................. ii
DECLARATION ......................................................................................................... iv
ACKNOWLEDGMENTS ............................................................................................ v
TABLE OF CONTENTS ............................................................................................. vi
LIST OF TABLES ..................................................................................................... viii
LIST OF FIGURES ..................................................................................................... ix
LIST OF ABBREVIATIONS and ACRONYMS ........................................................ x
ABSTRACT ................................................................................................................. xi
CHAPTER ONE ........................................................................................................... 1
INTRODUCTION AND BACKGROUND TO THE STUDY .................................... 1
Introduction ................................................................................................................1 Background to the Study ............................................................................................2
Statement of the Problem ...........................................................................................5
Purpose of the Study ..................................................................................................6
Objectives of the Study ..............................................................................................6
Research Questions ....................................................................................................7
Rationale of the Study ................................................................................................7
Significance of the Study ...........................................................................................7
Assumptions of the Study ..........................................................................................8
Scope of Study ...........................................................................................................8
Limitations and Delimitations of the study ................................................................9
Definition of Terms ....................................................................................................9
Research Design .......................................................................................................33
Population.................................................................................................................34 Target Population .....................................................................................................35
The results shown in Table 4.12 are clear that the respondents who sought
gratification in the areas of information and firming of religious belief were gratified
while those who sought gratification for entertainment and inspiration were not. This
is an indicator that christian broadcast programmes satisfied the need of firming
religious beliefs. One of the assumptions in the uses and gratification theory is that the
media competes with other sources of needs satisfaction (Ruggiero, 2000). Each
individual in the audience has several needs.
Relationship between Age and Viewership Frequency
Table 4.13 presents the findings relating to the relationship between age and
viewership frequency.
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Table 4.13: Age - Viewership Frequency Cross Tabulation
H0: Age and Viewership frequency are independent
H1: H0 is false. α=0.05
The findings reveal that age and viewership frequency are independent There
was no association between age and viewership frequency. Chi-Square tests also
revealed the same as presented in Table 4.14 and Table 4.15.
Table 4.14: Chi-Square Tests Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 25.271a
8 .001 Likelihood Ratio 25.079 8 .002
Linear-by-Linear
10.522 1 .001 Association
N of Valid Cases 404
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 10.55. Table 4.15: Directional Measures Value
Nominal by Interval Eta Age Dependent .210
viewership frequency
.186 Dependent
From the directional measures table (Table 4.15), the p value (0.186) of
viewership frequency (dependent) is more than the alpha level 0.05. We do not have
enough evidence to reject the null hypothesis. The two variables are independent.
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Relationship between Age and Gratification
The study also sought to establish the relationship between age and gratification.
The findings in this regard were as demonstrated in Table 4.16.
Table 4.16: Age * Inspiration Gratification Cross-tabulation
Inspiration Gratification
Grati
Does Not Gratify fies Total
Age 15-25 Count 28 77 105
% within 26.7% 73.3 100.0% Age %
26-36 Count 28 113 141
% within 19.9% 80.1 100.0% Age %
37 and above Count 31 129 160
% within 19.4% 80.6 100.0% Age %
Total Count 87 319 406
% within 21.4% 78.6 100.0% Age %
Table 4.17:Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 2.318a 2 .314
Likelihood Ratio 2.243 2 .326
Linear-by-Linear 1.776 1
.183
Association
N of Valid Cases 406
a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 22.50.
Table 4.18: Directional Measures
Value
Nominal by Eta Age Dependent .066
Interval Inspiration
Gratification .076
Dependent
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We accept the null hypothesis that the two variables are independent because
the p value of Gratification (0.76)>0.05. Therefore, age and inspiration gratification
are independent.
Perspectives on Christian Televison Broadcast Programmes
The researcher managed to interview only two leaders from the youth ministry
each representing the two congregations of study. The findings from the youth leaders
are presented in the following sub sections.
Qualitative Data Results from In-Depth Interview with a Youth Leader from CCIT
When asked about his experience on the viewership of Christian TV, the youth
leader from CCIT mentioned that several TV stations have emerged, though they have not
brought out the creativity that attracts Christians to watch Christian TV. He said that he
was repelled by a lack of creativity in Christian broadcast programmes. Upon prodding,
he explained that creativity according to him is a diversity of faith-based content.
Regarding the content he likes on TV, the youth leader said that he enjoys watching news
at 9 p.m. and that in his observation, news coverage content is not featured in Christian
TV. This means that even if he wanted to catch the 9 p.m. news on Christian TV, content
on news coverage is lacking. When asked about what attracted him to Christian broadcast
programmes, his reason was that these programmes can be viewed in the presence of
children. He listed programmes such as as gospel music shows, Christian movies, and
inspirational story features. In addition, he also mentioned that Christian cartoons are
good, and that he was also attracted to worship songs.
When asked his opinion on what can be done to make Christian TV programmes
better, the CCIT youth leader mentioned that more creativity in terms of content diversity
should be incorporated and that content producers should be keen to collect
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views from their target audience in order to find out whether the audience’s needs are
being met. He mentioned that he desired to see content on Bible stories featured on
Christian TV. When probed about his view on when his preferred content should be
featured, he said between 3 p.m. and 5 p.m. since this is the time young children get
home from school only to find non-Christian content on the non-Christian stations
playing. He said that the kind of songs and music videos that are aired on non-
Christian TV at that time of day are not consistent with his faith.
When prodded further about what he found inconsistent with such content, the
youth leader said that the themes of the songs and videos on non-Christian TV revolve
around nudity, inappropriate language that includes vulgar words, and sometimes
violence. According to him, alternative content should be featured on Christian TV.
Qualitative Data Results from In Depth Interview with a Youth Leader from CITAM
– Thika Road
The youth leader from CITAM – Thika Road expressed that his viewership
experience of Christian TV was generally okay. When asked to explain what he meant
by generally okay, the youth leader said that he does not think that Christian TV has a
full coverage of content that addresses a human being’s needs, adding that every
human being has different needs. He stated that he listens to the inspirational music in
the morning and it ends there. In the evening he can almost guess that he does not
need a Christian TV programme to end his evening. When asked about what attracted
him to Christian broadcast programmes, the youth leader mentioned devotions, bible
expositions, and songs. In his assessment, the content on Christian TV is more about
motivational kind of messages that give people hope. In his words, hope is good but it
does not challenge one to walk the Christian journey, which is a journey of faith,
temptation, struggle, hardship, and sacrifice. Hence, to him this is a missing link.
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When asked to indicate what he thinks should be done to make Christian TV
programmes better, he said that content should intentionally focus on what a human
being goes through every day. They should focus on social issues. He pointed out that
mainstream media as we call it have many programmes that address social issues such
as social justice. The youth leader emphasized that Christian TV should incorporate a
blending of the Christian faith with economics, professionalism, and intellectualism
and generally how the Christian faith addresses such areas. According to him there
was a bit of silence around that. He was interested in seeing role models in those
spheres of life sharing their stories on how they journeyed and made it. In his view,
this would make Christian TV programmes more balanced. Such stories can include
how these Christian professionals started their businesses from scratch to where they
are; what their challenges were; and how they navigate corruption deals, among other
challenges. More of this he said will attract more viewership instead of just listening
to soothing songs in the morning.
Regarding the specific programmes he would want to see featured on Christian
TV, the youth leader cited entrepreneurial and start-ups programmes that are featured on
mainstream media. He mentioned watching a salon business, a furniture business, and
someone doing CSR on non-Christian TV. He added that he always imagines that if
Christians in those fields were asked about how they handled intimidation and
competition and how they succeeded, it would be a faith issue. Maybe as opposed to a
non-believer who would say ambition, the Christian businessman would say it is God’s
word that gave them hope or it was God leading me.
The youth leader also added that he has seen pastors interviewed on Christian TV
and how they made it but he would also want to see the same duplicated to other fields.
He would want to see a company CEO being interviewed and sharing their story
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on how they made it. He reasoned that in every person’s heart is a desire to succeed.
The how to succeed makes the whole difference. Because that is where our integrity,
our faith comes in, so for a Christian, they all want to succeed but how to succeed is
highly influenced by our religion. He felt that many people want to succeed but they
do not care about the means.
When asked about what time of day he desires his preferred programmes to be
featured, he expressed that it depends on the media. He mentioned that content
producers need to identify what an ordinary Kenyan does between 6.00 a.m. and 9.00
a.m., and between 9.00 a.m. and noon. Then based on which one reaches the most
audience, they can tailor-make, including news. His last shot was that it does not harm
to feature news and not just Christian news. He expressed a desire to see the Christian
faith propagated in the news.
Congregants’ Perceptions about Christian Broadcast Programmes
Two focus group discussions were conducted, each with seven respondents.
The two focus group discussions were composed of four youth, six women from the
married women’s ministry, and four men from the married men’s ministry. The
results of the focus group discussions are presented in the following sub sections.
Popular TV Programmes
The feedback regarding which TV channels were popular among Christians
showed that Hope TV, MBCI, and CTN were leading the list. Some of the respondents
added that they also watch Christian broadcast programmes that are featured in non-
Christian TV. These programmes include Bible Stories (KTN), The Wave (Meru TV),
Angaza and Pambazuka (KBC), Crossover101 (NTV). When asked about popular
Christian broadcast programmes among Christians, sermons topped the list followed
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closely by worship songs and the life profiles of gospel artists. Family Matters, a
programme that involves a panel discussion on family issues from MBCI, was
popular among the married men.
Programme Preferences
When asked about the reasons for preference for their programmes of choice, the
majority of the respondents said that sermons give them spiritual nourishment while
worship songs uplift their hearts. In terms of spiritual nourishment, respondents
mentioned that biblical teachings help them in growing as followers of Jesus Christ. They
additionally claimed that biblical teachings also inspire them and offer hope and
encouragement. A number of respondents who watched programmes on family matters
argued that such programmes provided counsel for those within the context of family.
The respondents expressed views on how marriages and families are experiencing
challenges from different quarters and so watching a programme on family matters
provided practical biblical insight on how they can overcome some of these challenges.
A few respondents also said that they enjoy watching the life profiles of gospel
artists. In their opinion, watching life profiles motivates them to know that they can also
make it in life. They argued that they found this important because they can identify with
some of the humble beginnings of various gospel artists. A few of the respondents
especially those from the youth said they enjoyed watching Christian movies.
Two married women also expressed their preference for Christian movies.
Those who watch Christian movies also said that the themes and content in Christian
movies are not filled with nudity or vulgar language. Because of this, one can watch
such programmes in the presence of their children and not feel embarrassed. One
married man said that he watches the Bible Stories programme on KTN with his son.
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The Christian movies were also considered informative especially among the youth
considering that these programmes have moral lessons.
Programmes that Congregants wish were Aired
When asked about Christian broadcast programmes that congregants would
wish to be aired, one respondent said that content on real life issues was missing. He
desired to see programmes on parenting, financial matters, and investments featured
more on Christian TV. He also expressed disappointment with the absence of the
provision of a phone number where someone can call and give their contributions
during live panel discussions instead of just the short message line. The youth said
that they miss to see more local preachers featured on Christian TV. One married
woman said that she misses content on governance and leadership. She desired to see
Christian political leaders being interviewed and giving their input towards leadership
and governance.
Christian Broadcast Programme Viewer’s Personal Experience
On the question about the gratifications they derive from watching Christian
broadcast programmes, respondents agreed that Christian broadcast programmes
provide them with spiritual nourishment, inspiration, and motivation.
Viewers’ Feedback to Media Houses
When asked whether they had given feedback to media houses regarding
programming content, many of the respondents said they had not. However, a few
who had tried to give feedback claimed that the phone lines did not go through and so
they gave up.
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Summary of Key Findings
1. Among the various TV stations, the most popular among the congregants of
the two assemblies was Hope TV. It was reported to be popular by a total of
108(26%) of the respondents. Generally, the Christian TV stations indicated
here did not receive heavy viewership in the two congregations.
2. Sermons and teachings were perceived as most the viewed programmes. A
total of 267(64.2%) respondents reported that sermons and teachings were
highly viewed by the members of the two assemblies.
3. A total of 160(38.5%) respondents reported that they chose a TV station
based on similarity of religious beliefs. This implies that a majority of the
respondents in the two congregations of study consumed Christian TV
programmes based on similarity of religious beliefs.
4. The least missed content on Christian TV programmes was science and
technology. A total of 274(65.9%) respondents did not miss content on science
and technology; they did not express desire to see it featured on Christian
broadcast programmes.
5. Improvement in the quality of Christian broadcast programmes is recognized
by the various respondents. This implies that the stations are catching up with
dynamics in the same industry.
6. Firming of religious beliefs was perceived to be satisfactory by 226(54.3%)
respondents. This denotes that firming of religious beliefs content is largely a
gratified area according to the members of the two congregations who
participated in the sudy.
1. Content on news coverage is missing in Christian broadcast
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2. Christian broadcast content does not address social issues. Content on
Christian broadcast programmes can intentionally focus on content that
addresses what a human being goes through every day.
1. Hope TV, MBCI and CTN are popular Christian TV channels among Christians
2. Popular Christian broadcast programmes in non-Christian TV among
Christians include Bible Stories (KTN), The Wave (Meru TV), Angaza and
Pambazuka (KBC), and Crossover 101 (NTV).
3. Popular Christian broadcast programmes are sermons and worship songs
4. Missing content on Christian TV includes programmes on real life issues such
as parenting, financial matters, and investments.
Summary
Factors that influence the consumption of Christian broadcast programmess
among Christians vary with the audience taste and preference. Similarity of religious
belief comes in boldly alongside age as factors driving consumption of Christian TV
programmes. The next chapter provides a discussion of the findings based on the
study objectives, and also gives the conclusions and recommendations of the study.
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CHAPTER FIVE
DISCUSSIONS, CONCLUSIONS, AND RECOMMENDATIONS
Introduction
This chapter addresses the following: Discussions of the study findings; the
study conclusions based on the findings; and the recommendations of the study. The
aim of the study was to explore the relationship between consumption of Christian
broadcast programmes and motivations for programme preference, age, and gender
and degree of religious commitment to the Christian faith.
Discussions
The discussion of the study findings is based on the three research questions of
the study.
Popular TV Programmes
The findings revealed that the most popular TV programmes among the
congregants of the two assemblies were sermons and teachings, followed closely by
gospel shows. Gospel shows were more popular among CCIT congregants as
compared to CITAM congregants. Two hundred and forty (57.7%) respondents who
filled in questionnaire indicated that they liked watching gospel shows. This finding
was consistent with the views of those who were interviewed. Higher percentages of
youth watching gospel shows were recorded and so it can be argued that the youth are
the leading consumers of gospel shows compared to both the married men and women
who are older. Sermons and teachings recorded higher percentages among the married
men and the married women’s ministries compared to the youth.
‘Health shows’ recorded higher percentages in the ‘37 years and above’ age
bracket. There is therefore a variance of programme preference based on age. These
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findings are consistent with what is in the literature concerning programme preferences.
The findings of a study by Kilonzo (2016) revealed a positive relationship between
programme popularity and the demographics of the audience such as age. In keeping with
the literature that points out that media users on their part seek for certain gratifications
from media, it is important for Christian media content producers to study their audiences
needs and preferences in reference to their age (Shade et al., 2015).
This study was based on the uses and gratifications theory that assumes that
members of any media audience are not passive but take an active role in interpreting and
integrating media into their lives. This implies that the audience actively seeks out
specific media and content to achieve certain results or gratification that satisfies their
personal needs. One of the assumptions in the uses and gratification theory is that the
media competes with other sources of needs satisfaction (Ruggiero, 2000). Each
individual in the audience has several needs. For media programmers, content must be so
good so that people will pay whatever cost to consume it. According to the findings of
this study, the needs of the individual Christian broadcast programme consumer vary
from one age group to another which further influences what the consumers in question
consume. News and local programmes recorded least percentages in the two
congregations. Popularity of Christian broadcast programmes was captured in the data.
Reasons for Programmes’ Preference
To find out reasons for preference for the popular programmes among the
congregants, respondents were asked to provide the criteria they use in choosing to
consume a particular programme and what gratifications they sought. Similarity of
religious belief as a criterion used in the choice of Christian broadcast programmes was
rated higher than price or access fee, presenters, diversity of shows, and local content. It
can thus be argued that the degree of religious commitment of the consumer bears a
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positive relationship with the type of broadcast programmes consumed by the said
consumers. In other words, Christians view Christian broadcast programmes that
resonate with their religious beliefs.
Findings of this study also indicated that Christians consume broadcast
content motivated by different needs. Arguably, Christians will move from one
channel to another in search of programming content that meets their needs. Two
leaders who were interviewed said they enjoyed listening to and watching gospel
music shows because this kind of content is uplifting. One of the leaders interviewed
from CCIT said that gospel songs are soothing and give hope. These findings are
consistent with those of a study conducted by Shade et al. (2015), investigating the
uses and gratifications of media migration, that indicated that media migration is
motivated by different needs such as entertainment, escape, enlightenment, and more
content-congruent exposure. This means that TV consumers migrate from one
channel to another seeking to derive gratification from the content offered. A
motivation for watching TV such as content-congruent exposure as indicated by
Shade et al. (2015) implies that TV broadcast consumers seek content that they can
identify with. It can therefore be claimed that there is a relationship between
consumption of Christian broadcast programmes and similarity of religious beliefs.
The findings of this study in comparison to other studies revealed a difference in
some of the factors that influence programme preference. According to Cohen (2002),
programme viewing preferences are influenced by channel and genre loyalty. Based on
this, it can be deduced that certain programmes are watched based on the channel in
which they are aired and on loyalty to that channel. In this study, it was assumed that the
population of study from CITAM - Thika road was loyal to the media
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house that the church owns and runs and therefore would be ready consumers of the
Christian broadcast programmes aired therein.
Respondents in this study did not mention channel loyalty as a motivating
factor for watching Christian broadcast programmes. However, genre loyalty was
evident in the findings. Genre loyalty was noticeable in the varying differences on the
types of Christian broadcast programmes that respondents liked to watch and the
criteria they used in choosing a particular Christian programme as a source of
religious inspiration. It can therefore be surmised that viewer preference translates to a
fragmented audience that negatively affects the ratings of the programmes or channels
that viewers watch. In addition, it can be said that a fragmented audience in turn
affects the ratings of Christian TV in Kenya and this could possibly be one of the
reasons non-Christian TV receives higher ratings.
Findings of this study revealed that preference of Christian broadcast
programmes relates to the dependent variables reflecting the audiences’ cognitive,
emotional, and behavioural responses to programmes. With this, a conclusion can be
made that in the consumption of Christian broadcast programmes, there is a
relationship between audience behavior and type of Christian broadcast programme.
Uses and gratifications theory suggests that a medium will be used more when the
existing motives to use the medium leads to more satisfaction.
In this study, programme preferences aligned with the uses and gratifications that
viewers sought in the consumption of Christian broadcast programmes. Respondents cited
sermons and teachings as the most preferred programmes and explained that they derived
spiritual nourishment and satisfaction from viewing such content. The results of this study
confirmed the assumption in the uses and gratifications theory that audience members
actively seek out mass media to satisfy individual needs.
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Therefore, certain programmes will be preferred over others when the existing
motives to view them lead to more satisfaction. The findings are clear that motivations
for programme preference to a large extent influence consumption of Christian
broadcast programmes.
Desired Programmes
The study sought to find out the content missing in the Christian TV stations
that respondents would like to see featured more. Of the five types of content that was
listed in the questionnaire, only content on social issues, science and technology was
missed by the respondents. Qualitative data findings indicate that respondents desired
to see content on social justice, entrepreneurship, and economics featured on Christian
broadcast programmes. A noticeable difference in the results of this study in
comparison to Kaufa’s (2009) findings was that respondents did not cite secular
content as desirable content. The findings of this study are not consistent with Kaufa
who argued that the integration of secular based programmes in religious TV is a
motivating factor for the consumption of Christian broadcast programmes. This
difference could possibly be attributed to the difference in the populations of the
study. Whereas Kaufa studied Christians from a catholic background, this study
focused on a comparative analysis of two protestant churches.
Based on this difference between the populations of study, this study is
inconclusive as to whether or not the inclusion of secular based programmes in Christian
TV is a motivating factor for the consumption of Christian broadcast programmes.
According to the uses and gratification theory, media consumers have several types of
needs that motivate people to seek media for gratification. These needs are classified as
cognitive, affective, personal integrative, social integrative, and tension release. Findings
of this study indicate that respondents desired to see content on social
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justice, entrepreneurship, and economics featured on Christian broadcast programmes.
The respondents expressed a desire to gain knowledge and skill on these areas. This
could mean that there are certain needs that current Christian broadcast programmes
did not meet. The needs the respondents in this study sought to gratify fall in the
category of cognitive needs. The need for cognitive gratification aligns with the desire
for diversified content in Christian broadcast programmes.
Conclusion
This chapter has discussed results from the questionnaire, the interviews, and
the focus group discussions. The findings revealed that consumption of Christian
broadcast programmes among Christians is influenced by the needs of the consumer.
Religiousness or the degree of religious commitment to the Christian faith was a
leading factor. Respondents consumed Christian broadcast programmes that they
identified with. The results also varied between the two congregations under study on
several fronts. A majority of the respondents from both congregations who were
willing to fill in the questionnaire were from the women’s ministries.
The assumption that CITAM – Thika Road congregants were loyal to their
own media house was proven false. The findings revealed that the congregants of
CCIT viewed Hope TV, owned by CITAM more than the congregants of CITAM –
Thika Road. A majority of the respondents viewed Christian TV ‘most of the days’ as
opposed to on a ‘daily basis’.
The research also showed that viewership of Christian TV was dependent on type of
programming content. Therefore, majority of the respondents did not spend long
hours viewing one given channel. Quantitative data revealed that there was a
relationship between viewership of Christian TV and needs gratification. Both
quantitative and qualitative data also revealed that there was a relationship between
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viewership of Christian TV and the consumer’s religiousness or degree of religious
commitment to the Christian faith. Findings of this study revealed that consumption
of Christian broadcast programmes relates to the dependent variables reflecting the
audiences’ cognitive, emotional, and behavioural responses to programmes.
Regarding consumption of Christian broadcast programmes, it can be
concluded that in there is a relationship between audience behavior and type of
Christian broadcast programme. It is important for Christian broadcast content
producers to understand what gratifications audiences are seeking. The results of this
study aligned with the uses and gratifications theory that implies that the audience
actively seeks out specific media and content to achieve certain results or gratification
that satisfies their personal needs. In this study, consumption of Christian broadcast
programmes linked with the firming of religious belief.
Recommendations
The following are the recommendations this study made based on the findings:
1. The research revealed similarity of religious belief linked with the firming of
religious belief as a factor that influences consumption of Christian broadcast
programmes. In light of this, further research is recommended to determine
other factors that influence consumption of Christian broadcast programmes.
2. Although respondents identified with Christian broadcast content that is
aligned to their religious beliefs, they also desired to see a more diversified
approach in content production that is relevant to their day-to day-lives. The
diversification of content production for Christian broadcast programmes can
be explored in further research.
3. Different age groups differ in their preferences of Christian broadcast
programmes. Christian broadcast media has an audience that is segmented.
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Content producers can consider periodic reviews of the needs of their
audiences. To study broadcast media consumption habits of different age
groups in the church, this research used random stratified sampling.
Recommendations for Further Research
1. A further investigation into what Christian broadcast consumers find attractive in
non-Christian TV. Findings of this study revealed that there is stiff competition
for broadcast media audiences especially after the digital migration.
2. A content analysis of Christian broadcast programmes and a look at how local
content competes with foreign content for example in terms of sermons and
teachings.
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APPENDICES
Appendix A: Questionnaire
Hello. My name is Susan. I am an MA Communication student at Daystar University. As part of my course requirement, I am conducting a study on the factors that
influence the consumption of Christian Broadcast Programmes among Christians. This questionnaire will be of assistance during data collection and will be only used
for academic purposes. Respondents’ information will be treated with confidentiality.
Thank you.
Susan Nzuki
Please answer all questions and tick as appropriate
Age
15-25
26-36
37 and above
Gender
Male
Female
PART 1: Christians’ consumption of Christian broadcast programmes
1. Have you watched a Christian television station in the last 12 months?
Yes
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No
2. How often do you watch Christian television?
Every day
Most days
Once a week
At least once a month
Less often than that
3. Which television station do you watch most often?
4. Which Christian television station do you watch every day?
5. Which Christian television station do you watch at least once a week?
6. At what times of day do you normally watch Christian television stations?
5 pm to 9 am
10 am to 1pm
2 pm to 5 pm
6 pm to 10 pm
After 10 pm
7. Which types of Christian television programmes do you like to watch?
Gospel Music shows
Inspirational movies
Sermons and teachings
Talk shows
Health shows
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News
Local programmes
PART 2: Christians’ perceptions about Christian broadcast programmes
8. Which criteria do you use in choosing a particular Christian media as a source
of religious inspiration? (Please tick one)
Price or access fee
Presenters
Diversity of shows
Local content
Similarity of religious belief
Other
(Specify)…………………………………………………………………..
9. Which Christian religious issue has attracted your attention in the last six
months?
a. Specify the issue……………………………………………………..
b. No religious issue attracted my attention
10. In which Christian television did you find most information about that issue?
……………………………………………………………………………….
11. Do you feel that over the last one year Christian television programmes have
improved, got worse or stayed the same?........................................................
Please explain your
answer………………………………………………………………………………
………
PART 3: Determine if Christian broadcast programmes meet the needs of their
audience
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12. Which content do you find missing in the Christian television stations and
would like to see featured more? (Tick at least three answers)
Science and technology
Local news
Politics (Both domestic and foreign)
Sports
Social issues
None of these
13. Which of the following needs does Christian television meet for you? (Free to
tick all)
Entertainment
Information
Inspiration
Firming of religious belief
Thank you for taking time to fill this questionnaire!
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Appendix B: Interview Guide
I am an MA Communication student at Daystar University. As part of my course
requirement, I am conducting a study on the factors that influence the consumption of Christian Broadcast Programmes among Christians. This interview guide will be of
assistance during data collection and will be only used for academic purposes. Respondents’ information will be treated with confidentiality.
Thank you.
1. Tell me about your viewership experience of Christian television
2. What attracts or repels you about Christian television programmes?
3. What do you think should be done to make better Christian television
programmes?
4. Are there programmes on non- Christian television that you would desire to be
featured in Christian television?
a. Which ones? (probe)
b. Why? (probe)
c. At what time of day should they be featured? (probe)
Thank you
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Appendix C: Guideline for Focus Group discussion
RQ1. What are the Television programmes that are popular among the congregants
of the two assemblies?
The research question was discussed based on the following themes
1. Channel and television programme consumption
What are some of the television programmes that are popular?
What television channels are popular among christians?
Which Christian broadcast programmes are popular among Christians?
RQ2. What are the reasons for preference for these programmes among the
congregants?
2. Programme preferences
What makes some television programmes popular unlike others?
What do you like about Christian broadcast programmes?
RQ3. Which programmes would the congregants wish to be aired by Christian
broadcasters and with what reasons?
3. Programmes that congregants would wish to be aired
Are there programmes that you would like to see featured on Christian television?
4. Christian broadcast programme viewer personal experience
What gratifications do you derive from watching Christian
broadcast programmes?
5. Viewers’ feedback to media houses
How many have ever given feedback to Christian media houses regarding
programming content?
What kind of feedback and how was it responded to?
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What changes or improvements can Christian broadcast content producers
incorporate?
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Appendix D: Letter to NACOSTI
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Appendix E: Ethical Clearance Report
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Appendix F: Research Permit
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Appendix G: Letter from Kiambu County Commissioner