Children's Knowledge of TV Content Ratings System in Western Kenya

Abstract

TV content ratings systems were put in place as a way of reducing media effects on children, however, there is almost no insight into children's understanding and reception of this system in different contexts. This study examines Kenyan children's knowledge of the current TV content ratings system. Purposive sampling was used to recruit 15 participants from eight villages within Uasin Gishu County in Kenya. In-depth interviews conducted in Swahili, English or Sheng were audio recorded, transcribed, and translated into English. Thematic analysis was performed. Generally, children were knowledgeable about the current TV content ratings system but not quite receptive of this system due to the leniency in ratings especially in the ‘PG' category. Children in most households are being exposed to inappropriate TV content due to lack of parental guidance in regards to television viewership, leniency of the current TV content ratings system and influence from their elder siblings on when to watch TV, what to watch on TV and how long to watch TV. This study has demonstrated the need for the development of a new TV content rating system in Kenya that stands as a genuine system for safeguarding and protecting the fundamental rights of children. This new system should be developed not just based on parents' report of their knowledge and perception of TV content rating system but also on children's knowledge and perception of these ratings. Furthermore, there is need for a shift of focus from studies on TV content ratings systems perception to implementation of actual parental guidance in TV viewership among children.