Empowering digital communication: Dr. Geoffrey Serede Sikolia, a leader, mentor, and passionate researcher
By Geoffrey Serede
Dr. Geoffrey Serede Sikolia is the Assistant Professor of Mass Communication and the Dean, School of Communication, Cinematic and Creative Arts with more than a decade of experience in academia and research. With a burning desire to conduct pragmatic research with the view of solving societal problems, Dr. Serede continues to push the boundaries of knowledge beyond the classroom walls.
Having begun his academic journey by pursuing an Undergraduate degree in Fine Arts from Kenyatta University, Dr. Serede now holds a Ph.D. in Mass Communication from Jomo Kenyatta University of Agriculture and Technology, a Master’s degree in Corporate Communication from Daystar University and a Graduate Certificate in Instructional Design from Arizona State University. Over the years, he has utilized his academic and professional qualification to mentor and shape the future generation of digital communicators.
From theories of mass communication to web design and strategy to digital communication and society to online corporate branding, Dr. Serede equips students with the necessary knowledge and skills to enable them not only grow and develop in their careers but also successfully contribute to scholarly discussions on digital and corporate communications and to guide them through career.
Dr. Serede’s interest in both the technical and creative aspects of communication transcend the country’s borders. His participation in conferences and workshops coupled with his International Association of Media and Communication Research (IAMCR) membership has given him a foothold in the global sphere where he contributes to global discussions on media and communication discourse. This has been instrumental in his teachings as it has allowed him bring global education to his students enabling them to navigate both local and international complex media landscape and digital communication with ease and better understanding.
Furthermore, Dr. Serede has been a force to be reckoned with in the research world partaking in research that addresses current and relevant issues faced in the modern society. His aim is to solve local and global problems through research that is based on actions, situations and consequences. He features a variety of research areas including youth and social media consumption habits, corporate communication trends in the global south, and health communication. One of his key research contributions titled “Online identity in a digital media ecology: Communicative affordances of TikTok and youth cultures in Kenya,” explores the impact of TikTok on youth identity and culture in Kenya thereby providing insights into the role of social media in shaping youth identity. Beyond digital communication, he has made contributions in other key areas or literature including health and corporate communication. In one study, he examines how the source of health messages influence attitude towards abortion among women in Kenya.
Dr. Serede continues to bridge the gap between academia and the industry. His leadership roles, knowledge and experience extend beyond the University gates. He is not only a great and remarkable mentor to his student and the USIU-Africa community at large but also a dedicated member in the outside community. He is involved in community service and champions for community development. One of his key initiative is his participation in an outreach activity to Kamiti Prison.
