Purpose: The purpose of this study is to explore the media messages and strategies that countries use to sell themselves to other countries. Methodology: The paper isolated theories that may explain the need to use media strategies in selling a country. Furthermore, empirical studies that demonstrate what media strategies other countries use to sell themselves were also explored. Specifically, the paper identified documentary evidence in the form of already completed studies that focused on media strategies and messages that are used by countries to sell themselves.Results: The paper indicates that the theories that support the use of media messages and strategies and are related to advertising and media include the “agenda setting theory”, and “persuasion theory”. Findings also indicate that countries in developed economies ( USA for instance) use a lot of television, as well as digital, billboard and print advertisements along with a robust online presence and social media strategy to reach potential visitors. Facebook, Twitter and YouTube pages are used to showcase country specific promotions and engagements. In addition, the newly re-launched website DiscoverAmerica.com is a media strategy for selling America. In addition, Kenya uses various media messages and strategies selling itself to the world. Specifically, Kenya relies mostly on the hospitality industry to market itself.Unique contribution to theory, practice and policy: The most common area in the hospitality industry that is being used to promote Kenya to the world include ecotourism, culture tourism, slum tourism, hotel and accommodation, business conferences and sports tourism. To show case the products that it has, Kenya uses television for Brand Kenya Initiative campaign, radio and social media. Specifically, twitter and face book pages have been developed for brand Kenya. Furthermore, websites for brand Kenya initiatives and for showcasing the various hospitality products have been established. Musicians such as Emily Kosgei and Eric Wainana are being engaged to promote the Kenyan brand through their music.
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Purpose: The purpose of the paper was to review the growth of sheng language and its effect on media strategies of market targeting in Kenya.Methodology: The paper looks at how sheng is being used by corporate companies to air their advertisements hence change of strategy in order to fit in the youth market. The paper attempted to look how politicians use sheng to reach the public youths during campaigns. The paper also looks at how the sheng can influence the public either positively or negatively by the way they convey the messages or issues especially the messages uttered by the politicians. The paper identified documentary evidence in the form of already completed studies that focused on the growth of sheng language and its effect on media strategies of market targeting in Kenya.Results: The findings indicate that sheng has greatly spread in the urban centers in the country like a bush fire and therefore the company’s need to change their marketing strategies especially if the products they make are used by the youths. Findings also indicate that slang in developed economies is mostly used by peers or people of the same age group because it’s stylish and secretive.Unique contribution to theory, practice and policy: Due to its widespread use, ‘Sheng’ has been in the centre of discourse among scholars and researchers in Kenya. The code has also caught the attention of the print and electronic media especially in advertisements, official health warnings on HIV/AIDS, and other commercials. It is also gaining prominence in music and popular youth culture where popular musicians like GidiGidiMajiMaji and those who specialize in hip hop music like Kalamashaka, Nameless, Mr. Nice and Darling P. often blend the various ethnic languages, Kiswahili and English words in their compositions. The paper recommends that further studies should be done to evaluate if growth of sheng language and its effect on media strategies of market targeting in Kenya has helped in achieving positive results as targeted by different organizations. For example, it may be important to evaluate the effects of using sheng in Safaricom advertisements before the adverts and after the adverts were aired. The case study also recommends that further studies be carried out to determine whether use of sheng has brought unity among the youths and if this language can be useful in fostering national cohesion.
目的:本文的目的是回顾生语在肯尼亚的发展及其对市场定位媒体策略的影响。方法:本文着眼于公司如何利用盛世来播放广告，从而改变策略，以适应青年市场。这篇文章试图研究政客们在竞选期间是如何利用“笙”来吸引公众青年的。本文还研究了他们如何通过传达信息或问题的方式，特别是政治家发出的信息，对公众产生积极或消极的影响。本文以已经完成的研究的形式确定了文献证据，这些研究集中在肯尼亚盛语的发展及其对市场定位媒体战略的影响。结果:调查结果表明，盛世已经像丛林大火一样在全国的城市中心广泛传播，因此公司需要改变他们的营销策略，特别是如果他们生产的产品是由年轻人使用的。调查结果还显示，在发达经济体，俚语主要由同龄人或同龄人使用，因为它既时髦又神秘。对理论、实践和政策的独特贡献:由于它的广泛使用，“生”一直是肯尼亚学者和研究人员讨论的中心。该守则还引起了印刷和电子媒体的注意，特别是在广告、关于艾滋病毒/艾滋病的官方健康警告和其他商业广告中。它在音乐和流行青年文化中也越来越突出，像GidiGidiMajiMaji这样的流行音乐家和那些专门从事嘻哈音乐的人，如Kalamashaka, Nameless, Mr. Nice和Darling P.经常在他们的作品中混合各种民族语言，斯瓦希里语和英语单词。本文建议应进一步研究，以评估在肯尼亚，生语的增长及其对媒体市场定位策略的影响是否有助于实现不同组织所针对的积极结果。例如，在广告播出前和播出后，评估在Safaricom广告中使用sheng的效果可能很重要。案例研究还建议进行进一步的研究，以确定“生”的使用是否带来了年轻人之间的团结，以及这种语言是否有助于促进民族凝聚力。
{"title":"THE GROWTH OF SHENG AND ITS EFFECT ON MEDIA STRATEGIES FOR TARGETING THE YOUTH MARKET","authors":"Jane F. Angalia","doi":"10.47672/ajc.234","DOIUrl":"https://doi.org/10.47672/ajc.234","url":null,"abstract":"Purpose: The purpose of the paper was to review the growth of sheng language and its effect on media strategies of market targeting in Kenya.Methodology: The paper looks at how sheng is being used by corporate companies to air their advertisements hence change of strategy in order to fit in the youth market. The paper attempted to look how politicians use sheng to reach the public youths during campaigns. The paper also looks at how the sheng can influence the public either positively or negatively by the way they convey the messages or issues especially the messages uttered by the politicians. The paper identified documentary evidence in the form of already completed studies that focused on the growth of sheng language and its effect on media strategies of market targeting in Kenya.Results: The findings indicate that sheng has greatly spread in the urban centers in the country like a bush fire and therefore the company’s need to change their marketing strategies especially if the products they make are used by the youths. Findings also indicate that slang in developed economies is mostly used by peers or people of the same age group because it’s stylish and secretive.Unique contribution to theory, practice and policy: Due to its widespread use, ‘Sheng’ has been in the centre of discourse among scholars and researchers in Kenya. The code has also caught the attention of the print and electronic media especially in advertisements, official health warnings on HIV/AIDS, and other commercials. It is also gaining prominence in music and popular youth culture where popular musicians like GidiGidiMajiMaji and those who specialize in hip hop music like Kalamashaka, Nameless, Mr. Nice and Darling P. often blend the various ethnic languages, Kiswahili and English words in their compositions. The paper recommends that further studies should be done to evaluate if growth of sheng language and its effect on media strategies of market targeting in Kenya has helped in achieving positive results as targeted by different organizations. For example, it may be important to evaluate the effects of using sheng in Safaricom advertisements before the adverts and after the adverts were aired. The case study also recommends that further studies be carried out to determine whether use of sheng has brought unity among the youths and if this language can be useful in fostering national cohesion. ","PeriodicalId":103346,"journal":{"name":"American Journal of Communication","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125073401","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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