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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Advertising and Transnational Corporations in Kenya
Author:Jouet, Josiane
Year:1984
Periodical:Development and Change
Volume:15
Issue:3
Period:July
Pages:435-456
Language:English
Geographic term:Kenya
Subjects:multinational enterprises
advertising
Literature, Mass Media and the Press
international relations
Economics and Trade
Inter-African Relations
External link:https://doi.org/10.1111/j.1467-7660.1984.tb00189.x
Abstract:Multinational corporations (MNCs) have played a key role in boosting the formal sector through import-substituting industrialization. Advertising operates exclusively in the sphere of the formal economy. It is spearheaded by MNCs and their subsidiaries and local companies have only an insignificant share in the advertising market. This paper deals with the advertising market, advertising in the mass media, advertising and the mould of a new cultural order and the ethics of advertising, and comes to the conclusion that advertising in Kenya not only reflects the capitalist model of development that the country has adopted since independence; it also stresses the heavy dependence on Western investment through the MNCs, and stands out clearly as an active instrument of neo-colonialism. Fig., notes, ref., tab.
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