The Impact of Television Advertising on Middle-Class Children Aged 6-9 Years in Buruburu Area, Nairobi - Kenya

Abstract

This paper examines the influence of television advertising on young children aged below ten years in Kenya. The paper is based on a study conducted in Buruburu estate in Nairobi, involving a select group of middle-class families. For the purpose of collecting data, the author selected Buruburu estate because it is one of the oldest middle-class estates whose residents show general characteristics associated with the class. The model of survey research was used in answering research questions. The sample population comprised children aged between 6 and 13 years, exposed to TV advertising. A total of 70 children from Buruburu estate were interviewed. Thirty-five children in the sample were between ages 6 and 9 years. The sampling method used in selecting samples for interviews was the stratified random sampling technique. Two techniques of discussions were used to source data from the respondents. They included the use of interview guides and focus group discussions as a supporting method. Data from the field was coded carefully to ensure a high degree of accuracy and consistency. Coding was followed by frequency counts of data from which tables and other graphic representations were generated. From the study findings, although some negative effects of TV advertising were identified, the degree to which it affects the children is not yet known. This is probably because in Kenya advertising is not so developed, in terms of specializing on children as a target audience. But there is evidence of existence of the problem to some degree; it would be unwise to ignore it. This is because it will definitely develop with time as advertising advances.

The negative impact can develop into a real problem, especially in the absence of a legal policy to govern advertising. To eliminate or at least reduce on the harmful impacts of advertising to children by the Kenyan media, it is recommended that media practitioners should be made aware of the negative effects of TV advertising on children and be asked to inculcate positive values and behaviors in their audience via appropriate TV adverts. The study is significant to policy makers in that the findings will guide future policy formulation, designed to streamline advertising and help children realize their rights. In addition, scholars venturing in the field by providing information on the impact of TV advertising on children thus adding to the existing body of knowledge.