Assessing the Effectiveness of Participatory Communication Approach on Road Safety Awareness through Behaviour Change among boda-boda motorcyclists in Kenyan cities.

Abstract

This study sought to determine the influence of participatory communication on road safety amongst boda–boda motorcyclists in Kenyan Cities. Road safety has become a major issue worldwide due to the high incidence of fatalities and injuries among road users. Motorcyclists, also known as 'boda-boda", have contributed 58 per cent of all the injury and fatality rates in Kenya. This study was anchored on Laswell’s Communication Model, which was particularly critical in modelling communication of behaviour change among operators. The study adopted a pragmatic philosophical framework with a convergent parallel design of mixed-method research. Stratified and simple random sampling methods were used to select a target population of 399 boda-boda motorcyclists from four Kenyan cities: Nairobi, Mombasa, Kisumu, and Nakuru. Quantitative data were collected from motorcyclists using semi-structured questionnaires, while qualitative data were gathered through key informant interviews with experts. Descriptive and inferential statistics were employed to analyse the quantitative data, whereas thematic analysis was used for the qualitative data. From descriptive findings, inferential analyses and quantitative findings, participatory communication strategies, including interpersonal communication, community engagement, and public awareness activities, were found to be instrumental in promoting road safety among boda-boda riders. Findings suggested that active community engagement and participatory decision-making processes contribute to the development of positive attitudes towards road safety among Boda-boda riders, thereby fostering a culture of responsible behaviour on the roads.