The Role of Strategic Communication in Girls and Women's Empowerment in Kenya's Arid and Semi-Arid Lands (ASALs)

Abstract

Background and Problem Statement: In many African contexts, women and girls face systematic marginalisation through the denial of fundamental rights and exposure to various forms of violence. At critical developmental stages, girls encounter barriers including forced early marriages, female genital mutilation, and exclusion from educational opportunities, particularly in rural and culturally conservative settings. These challenges manifest as systemic discrimination that perpetuates gender inequality across socio-economic development spheres. Relevance and Objectives: Strategic communication has emerged as a crucial tool to break down barriers that hinder progress toward gender equality and women's empowerment. This study investigates how strategic communication can transform the position of women and girls in Kenya's ASAL regions, focusing on communication's role in advocating for gender equality and examining lessons learned from various programs and initiatives. Methodology and Key Findings: Through qualitative document analysis of policy frameworks, organisational reports, and academic literature, this study identifies that community engagement platforms such as barazas, women's group meetings, advocacy campaigns, media initiatives, and digital platforms effectively raise awareness and promote behavioural change. Strategic communication methods work effectively in ASALs by leveraging culturally appropriate channels, utilising local languages, and incorporating traditional communication structures to overcome barriers posed by illiteracy, limited connectivity, and patriarchal resistance. Conclusions and Recommendations: The study reveals that while strategic communication offers immense opportunities for reshaping gender dynamics through various media channels and community dialogues, significant challenges remain, including cultural resistance, limited digital literacy, and weak policy implementation. Effective strategic communication requires coordinated efforts among stakeholders, gender-sensitive programming, and integration of traditional and modern communication approaches to achieve sustainable women's empowerment in ASAL contexts.