Assessing the Digital-Analogue Ideological Positioning of the Jubilee Coalition.

The objective of this study was to assess the digital-analogue ideological positioning jubilee coalition. Lakoff’s (1993) Conceptual Metaphor Theory guiding principle for it hoists metaphor above its linguistic value consider conceptual property on which is founded. This adopted an interpretative research design targeting all telecast campaign coverage between 24th December 2012 and 1st March 2013. video clips as well FGD participants were purposively sampled in terms specific relevance study. made use method data collection FGDs. used sought from mainstream TV channels namely Citizen Royal Media Services (RMS), Kenya Television Network (KTN) Standard Group (SG) Nation (NTV) (NMG). transcribed then interpreted their metaphor. established that digital alagoue summarized incline characterised discourse turn accorded them a favourable attitude voter. It clear majority voters influenced by ideology pedalled narrative. recommended there should be critical evaluation public decide based deliberative substantive policies those seeking elective positions.