Abstract:
The media plays an important part in shaping the political reality of a society. The content and style of news presentation influences what members of a society know about political issues as well as the significance attached to the issue. Prior to the 2007 General Elections, Kenya was perceived as an anchor state in Africa with a progressive society that had an established media practice. The post-elections period was marred with violence; thousands were murdered, displaced and others injured. A strong debate ensued on the role the Kenyan media played from the campaign timeline to the elections and the aftermath. The media set the political agenda of the 2007 General Elections. A relationship was established between the media and the various political aspirants. The media employed the use of visibility bias and tone variation during campaign electioneering in the 2007 General Elections.