A Theoretical Analysis of the Use of Whatsapp in Labour Rights Advocacy by Kenya Universities Staff Union Members at Egerton University

Abstract

This study sought to analyse the theoretical framework of the use of WhatsApp in labour rights advocacy by the Kenya Universities Staff Union members at Egerton University. The study utilised the Technological Determinism Theory and Agenda Setting Theory and a qualitative case study design by collecting data on the dynamics of WhatsApp utilisation for labour rights advocacy by KUSU members at Egerton University using semi-structured interview schedules and structured observations as instruments. The data was analysed using content analysis, discourse analysis and thematic analysis methods, while qualitative descriptions and descriptive statistics were used to present the data. The results indicated that labour rights advocacy among KUSU members using WhatsApp is predominantly predetermined by the Technological Determinism Theory, Agenda Setting Theory, Social Constructionism of Technology Theory, Diffusion of Innovations Theory, and Uses and Gratifications Theory. The study’s findings will play the role of filling the theoretical framework knowledge gap in empirical studies related to social activism through new media artefacts like WhatsApp. The study recommends further research on theoretical frameworks that align with the utilisation of new media artefacts in digital activism.