Dr. Lucy W. W. Gichaga, Ph.D.

Areas of interest/specialization: Digital Media, Tech and sustainability, Climate Change Communication, Digital transformation and the corporation

Email: lgichaga@usiu.ac.ke

Telephone: +254-3606710


Dr. Gichaga is an Assistant Professor of Communication. Research interest has been on data Story-telling, digital media strategy, science and development communications, food security conversations and communications in sustainability paradigm. Recent interest has been about how disruptive technologies are affecting the messaging strategies and how to harness their potential ethically and effectively.

Academic Degrees

• Ph.D. Communications, Regent University, Virginia, 2014.

• Dissertation Title: ‘Network Frames in Famine Early Warning Information Systems: Evidence from the FEWSNET-KFSSG anti-famine campaign.’

• M.A. Communications, Daystar University

• Thesis Title: ‘Assessing the Efficacy of Group Study Guides in Changing Ethnocentric attitudes: A study of ‘The Challenge of Ethnicity.’

• B.Ed. (Arts) English Language Linguistics and literature, Egerton University


• USIU-A Social Media Lab

• Centre for Climate change communication

Courses taught:

• Social Media Strategies (2016, 2017, 2018, 2019)

• Multimedia Design (2017, 2018, 2019)

• Online Corporate Branding (2017, 2018)

• Risk Communication (2015)

• Digital Communication Strategies (2017)

• Global Communication (2018)

• New Media production (2017)

• Intro to Mass Media (2015, 2016, 20170

• Media Law and Ethics (2015, 2016, 2017, 2018, 2019)

• International Mass Media (2016, 2017)

• Media Ethics (2016, 2018)

• Mass Media Law (2017. 2018)

• Theories of Mass Media (2016)

• Public Relations Ethics, (2015)

• Print Media Production, (2015)

• Intro to Broadcast Media (2015)


Kiambo, Caroline (2018) Intermedia Agenda Setting Between Social Media and Traditional News in Kenya: An Analysis of The Relationship Between the Twitter Hashtag #Lipakamatender and Citizen Television News (completed)

Githinji, Patrick (2018). Tweeting Government. An Analysis of Kenya’s National Executive Leaders’ Use of Twitter as A Communication Tool (completed)

Kanyeria, Karoline (2017). Breast Cancer Coverage in Kenyan Newspapers. Investigating a Prevention Agenda. (completed)

Otiende, Linda (2018). Investigating Influencers Role in Brand Communication in Kenya (completed)

Mburu, Kenneth (2018). Understanding digital marketing communication techniques that influence the online engagement of millennials in Kenya. (completed)

Zainab Mboga (2018). User Engagement of Facebook as a Communication Tool by Students of the United States International University- Africa (USIU-A). (completed)

Denver Ochieng (2019) - Exploring Twitter political discourse in Kenya: The case of the 2017 electioneering period (on-going)

Mary Mwangi (2019) - an assessment of the influence a user’s Social Technographics profile has on their online video engagement patterns. A study of Nairobi youth. (on-going)

Caroline Gacii (2019) - Factors influencing customers use of banks’ social media platforms for communication: a case of Facebook uses by United Nations staff in Nairobi (on-going)

Caroline Khamala (2019) - use of twitter social media platform in crisis communication – the case of Oxfam 2018 sex scandal (on-going)

Joyce Kabue (2019) - The Twitter Townhall: An Analysis of Digital Civic Participation Focusing on the #Big4agenda Users’ Nature and Interactions on Twitter (on-going)

Isaac Masiga (2019)- Acceptance of The YouTube Platform for Kenyan Music Consumption Among Generation Y: An Evaluation Based on The Unified Theory of Acceptance and Use of Technology (ongoing)

Naliaka Wafula (2019) – Leveraging digital strategies to enhance online presence, online traffic and increase sales: Building the Chill Mango Clothing line overall digital strategy (project – on-going)

Recent Research Activity.

Gichaga, L.W. (2018). Blockchain technology: Early Public Relations self-regulatory suggestions. Panel accepted at the biennial International Communication Association (ICA -Africa), 2018 Forum at The University of Ghana. Accra, Ghana.

Gichaga, L.W. (2017). Rethinking News Values for sustainable development conversations. Paper accepted at the East Africa Communication Association (EACA), Kigali, Rwanda August 25-27, 2017.

Gichaga, L.W. (2016). Securing sustainable food secure Kenya through Communication initiatives: The FEWS NET – KFSSG link. Paper presented at the ICA regional conference, Daystar University, Nairobi Kenya.

Gichaga, L.W. (2016). Deconstructing Food security frames in Kenya. Paper presented at the EARMARC 2 Conference in November 2015 in USIU-A, Nairobi, Kenya

Gichaga, L.W. (2015). Effects of digital information commitment on the perceived effectiveness of collaborative networks and organizational commitment among food security communicators in Kenya. Paper presented at the East African Communication Association (EACA) conference in for September 2015 in The University of Nairobi, Nairobi, Kenya.

Gichaga, L.W. (2015). Not news! Journalism and the African dialectic of famine early warning narrative for early action. Paper submitted to the Association for Education in Journalism and Mass Communication (AEJMC) Conference, San Francisco, CA, August 6-9, 2015

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