NEW MEDIA AS A COMMUNICATION TOOL IN ENHANCING UPTAKE OF CO-OPERATIVE SERVICES AMONG THE YOUTH IN MERU COUNTY, KENYA

Abstract

ABSTRACT The internet is reshaping modern day public lives in communication by transforming and expanding the scopes of new potential networks and deepening existing networks and creating a more consistent communication pattern across the globe beating aspects of time and space; to date, the New Media has liberalized the communication environment world over. New Media include technologies facilitating storage, retrieval, communication and processing of information by electronic means and include radio, satellite, television, telephones, computers, smartphones, mobile/ wireless phones, laptops, iPads and the internet. Recent reports on growth of New Media across the globe in the business sector has shown significant increase of online business platforms. The Co-operative movement as an enterprise, has had a long tradition especially in Africa in low uptake of New Media as a communication tool. This assertion has arguably left out a majority of youth in uptake of co-operative services. For the Co-operative movement to rejuvenate itself in the new communication era, adoption of new media may not be an option. To a large extent, and, globally, the Co-operative movement provides a platform for entrepreneurship, savings, credit facilities, job opportunities and further mechanisms for governance, innovations and trainings to the youth. The success of uptake of co-operative services among the youth is likely to be determined by the tools they use to communicate to the youth. This research project aims at finding out the extent to which the Co-operatives in Meru County use New Media as a Communication Tool in Enhancing Uptake of their Services among the youth. The objectives of this research project are: to assess the communication tools used by the Co-operatives in Meru County, To ascertain the extent to which new media is being used as a communication tool in enhancing uptake of co-operative services and to ascertain barriers to usage of new media as a communication tool by co-operatives. This research project is a qualitative study to take exploratory study design. This study will use purposive sampling method. The study aims to cover Meru County in the Eastern region of Kenya taking into considerations all the nine sub counties of the county. It targets all forms of co-operatives in the County. The researcher will engage key informants outside Meru County to include Kenya, and other parts of the world. Further, the researcher will interview key informants in the co-operative movement in Meru County, Kenya, Africa and the world