New Media as a Contemporary Tool towards Achieving Sustainable Development in Kenya in the 21st Century
Kamau Thegu · African Multidisciplinary Journal of Research · 2025
Communication exists to necessitate development. Therefore, in line with achieving the Sustainable Development Goals (SDGs) globally, the sharing of ideas, expression of thoughts and conveying of feedback regarding growth is significantly integral. The SDGs' achievement is realized when communication is utilized in various channels; through for instance Public Relations, Content Creation and New Media. Public Relations (PR) is one strong pillar in communication that guarantees rapid, relevant and necessary feedback. With PR featuring constant transfer of information to the receiver of the information, it can only portray that PR is essential towards wholesome societal development. Content creation as a form of communication depicts innovation worth but not limited to informing and educating the receiver. Content creation furthermore aids the receiver in clearly understanding the issue at hand. Through its incorporation in achieving the SDGs, transformation within the society will be transparent. With the evolution of digitalization in communication, new media has emerged and continues to become demystified with each passing moment. New media mainly through social media platforms has been structured in a way that quick information relay is widely experienced and traditional media forms become synchronized into one. This means that PR as is traditionally, can be designed through content creation and relayed through new media. With this mechanism in place, SDGs are globally and massively realized.