This thesis, titled “Normative Media Theory and the Rethinking of the Role of the Kenyan Media in a Changing Social Economic Context,” is a theoretical study that discusses the role of normative media theory in shaping and guiding debate on the role of the media and attendant policy making processes in a changing Kenyan social economic context. This is done against the background of acknowledgment of the general state of flux that characterizes normative media theory in a postmodern, globalized and new media landscape. The study thus extensively describes the Kenyan media landscape, with a view to demonstrating how it has and is continuing to be transformed by a variety of developments in the social economic set up of the Kenyan society. In order to provide a theoretical basis for explaining these developments, the study then indulges in an extensive theoretical discussion that presents a synthesis of current arguments in the area of normative media theory. This discussion fundamentally brings to the fore the challenges which characterizes normative media theory in a changing social economic context and therefore the inability of traditional normative theory to account for new developments in the media and society in general. In an attempt to integrate normative media theory and practice, the study then discusses (against the backdrop of theory) the views and opinions of key role players in the Kenyan media landscape, in regard to how they perceive the role of the media. Particular attention is given, inter alia, to matters such as media ownership, media accountability processes, changing media and communication technologies, a changing constitutional landscape, the role of the government in the Kenyan media landscape, the place of African moral philosophy in explaining the role of the media in Kenya, and the growth of local language radio. Finally, on the bases of theory, experiences from other parts of the world and the views of key role players in the Kenyan media landscape, the study presents several normative guidelines on how normative theory and media policy making in Kenya could meet each other, taking into account the changes occasioned by globalization and the new media landscape. These proposals are essentially made to enrich general debate on the role of the media in Kenya, as well as attendant media policy making efforts. / Communication / D.Litt. et Phil. (Communication)

This study investigates how journalists experience economic and political pressures on their ethical decisions at the Nation Media Group (NMG) conglomerate in Kenya. The study uses qualitative semi- structured interviews to examine how journalists experience these pressures on their professional ethics as they make their daily decisions. Grounded in the critical political economy of the media tradition, the findings of the study indicate that economic and political pressures from advertisers, shareholders’ interests, the profit motive and the highly ethnicised political environment in Kenya largely compromise the ethical decisions of journalists. The study draws on the work done by Herman and Chomsky in their ‘Propaganda Model’ in which they propose ‘filters’ as the analytical indicators of the forms that political and economic pressures that journalists experience may take. The study explores the ways in which journalists experience these pressures, how they respond to the pressures and the ways in which their responses may compromise their journalism ethics. The findings indicate that aside from the pressures from the primary five filters outlined in the Propaganda Model, ethnicity in Kenyan newsrooms is a key ‘filter’ that may compromise the ethical decisions of journalists at the NMG. The study therefore argues that there is a need to modify the explanatory power of the Propaganda Model when applying it to the Kenyan context to include ethnicity as a ‘sixth filter’ that should be understood in relation to the five primary filters. From the findings, it would seem that the government is no longer a major threat to journalists’ freedom and responsibility in Kenya. Market forces and ethnicity in newsrooms pose the greatest threat to journalists’ freedom and responsibility. The study therefore calls for a revision of the normative framework within which journalists’ and media performance in Kenya is assessed. As the study findings show, the prevailing liberal- democratic model ignores the commercial and economic threats the ‘free market’ poses to journalism ethics as well as ethnicity in newsrooms and only focuses on the media- government relations, treating the government as the major threat to media freedom.

This thesis, titled “Normative Media Theory and the Rethinking of the Role of the Kenyan Media in a Changing Social Economic Context,” is a theoretical study that discusses the role of normative media theory in shaping and guiding debate on the role of the media and attendant policy making processes in a changing Kenyan social economic context. This is done against the background of acknowledgment of the general state of flux that characterizes normative media theory in a postmodern, globalized and new media landscape. The study thus extensively describes the Kenyan media landscape, with a view to demonstrating how it has and is continuing to be transformed by a variety of developments in the social economic set up of the Kenyan society. In order to provide a theoretical basis for explaining these developments, the study then indulges in an extensive theoretical discussion that presents a synthesis of current arguments in the area of normative media theory. This discussion fundamentally brings to the fore the challenges which characterizes normative media theory in a changing social economic context and therefore the inability of traditional normative theory to account for new developments in the media and society in general. In an attempt to integrate normative media theory and practice, the study then discusses (against the backdrop of theory) the views and opinions of key role players in the Kenyan media landscape, in regard to how they perceive the role of the media. Particular attention is given, inter alia, to matters such as media ownership, media accountability processes, changing media and communication technologies, a changing constitutional landscape, the role of the government in the Kenyan media landscape, the place of African moral philosophy in explaining the role of the media in Kenya, and the growth of local language radio. Finally, on the bases of theory, experiences from other parts of the world and the views of key role players in the Kenyan media landscape, the study presents several normative guidelines on how normative theory and media policy making in Kenya could meet each other, taking into account the changes occasioned by globalization and the new media landscape. These proposals are essentially made to enrich general debate on the role of the media in Kenya, as well as attendant media policy making efforts. / Communication / D.Litt. et Phil. (Communication)