Exploring the Influence of Social Media on Journalism in Kenya

Abstract

The advancement of technology has been considered to affect all spheres of life, including, to a significant extent, the journalism practice. In Kenya, news consumers are increasingly active online through social media as journalists seek to leverage on social media phenomenon in an effort to remain relevant. The free-for-all nature of reporting news through social media and proliferation of alternative and cheap sources of information has sparked debate about the future of professional journalism. The extent to which this is significant in the experience of Kenyan journalism was what preoccupied this research. This study sought to investigate influence of social media on journalism in four areas: professional and ethical journalism, participation of audiences in news production, the influence of social media on journalism as a process of domestication and a force of change driven by the technological advancement and the influence of news editorial policies. The study employed a descriptive research survey design and a calculated sample size of 291 respondents was used. The sample was randomly selected from the accredited journalists based in Nairobi. The survey findings showed a strong indication that social media has influenced the practice of journalism in Kenya. The study further elucidated that the extent of influence of social media on journalism varied depending on the theme being investigated. In this respect, behavioral-related research was recommended as a future undertaking to establish the effects of varying behavior of news consumers as far as the influence of social media on journalism is concerned.