The Influence of Media Ownership on Political Bias Among Broadcast Programmes in Nakuru County

ABSTRACT The purpose of this article is to examine the influence of media ownership on political bias among broadcast programmes in Nakuru County, Kenya. The study was guided by the political economy of media theory. The study employed a descriptive research design to include a census of 69 media professionals working in five local radio and television stations and a sample of 242 viewers and listeners obtained using the Krejcie and Morgan table and stratified random sampling. Structured questionnaires and interview schedules were employed to obtain primary data, and the data were analysed using descriptive statistics, thematic analysis, correlation, and regression using SPSS version 26. The findings showed that there was a significant positive relation between media ownership and political bias. From the findings, the study recommended that the broadcast institutions in Nakuru County need to enhance the editorial autonomy by shielding newsrooms against direct ownership interference. The research concluded that political bias in broadcast programmes in Nakuru County is dependent on media ownership. The findings of this study are significant to media regulators, policymakers, and broadcast institutions, as they provide empirical evidence on how media ownership structures influence political bias in broadcast programmes. Additionally, the results offer practical insights for media practitioners and civil society organisations seeking to promote editorial independence, media credibility, and informed democratic participation, particularly during election periods.