- Given that the disruption has not gone full cycle, Kenyan media can either rise to the occasion or risk falling into irrelevance as the wheels of transformation continue to spin.
- The bottom line is that digital and traditional journalists should be held to high professional standards for the survival of media institutions and preservation of our democratic values.
- As the digital revolution accelerates, the core question arises: How can Kenya’s media adapt while upholding its integrity?
By Jackline Mwende and Rebecca Mutiso
The Kenyan media landscape is undergoing a seismic shift, driven by the digital disruption that has challenged traditional practices including accreditation of journalists’ media practitioners and media standards. The unfolding scenario is a double-edged sword that could shape the future of journalism in the country or throw it into the mire of confusion.
On one hand, it has opened new frontiers for information dissemination and consumption and brought more actors into the media space.
Indeed, social media platforms, blogs, and digital news outlets have given ordinary citizens a voice, fostering greater democratization of information. On the other hand, the digital disruption has brought with it challenges to traditional accreditation processes and media standards.
The open and accessible nature of the internet has democratized journalism, and at the same time complicated the task of maintaining high standards.
A recent survey by the Media Council of Kenya’s (MCK) on ‘Impact of digital disruption on accreditation and media standards in Kenya 2024’highlights this disruptive trend and reveals a complex reality. Broadly, the digital transformation offers opportunities for growth, but almost simultaneously exposes the media industry to unprecedented challenges, from misinformation to a decline in professional journalistic standards.
At the heart of this disruption is the diminishing influence of legacy media organizations.
Previously, mainstream news outlets such as TV stations, radio broadcasters, and newspapers held a near-monopoly on news production. Owing to their structure and procedures that culminated in their establishment, such outlets were bound by strict accreditation processes under MCK and followed journalistic codes of ethics that emphasised accuracy, fairness, and accountability.
This professional approach ensured the credibility of information reaching the public. However, with the rise of digital platforms, many content creators like bloggers, vloggers, and online influencers are not necessarily bound by the same regulatory oversight. This presents a dilemma for the regulatory body.
Based on the survey results, the major reasons for the respondents seeking media accreditation is professional recognition (66%), 18% seek accreditation in order to access training and development opportunities, 9.6% seek accreditation in order to access information, 3% to have networking opportunities, 0.2% is for complaints resolutions. The survey established that a majority, 67%, believed that media accreditation is extremely important, 28% believed that media accreditation is very important, 3% moderately important and 1% slightly important. Therefore, the place of accreditation in the evolving media system is still relevant.
However, with the shakeup precipitated by the digital revolution, accreditation systems at regulatory bodies like the MCK now must go an extra mile to keep pace with these new digital realities.
While the MCK has made efforts to extend accreditation to digital journalists, the sheer volume of content creators poses a regulatory challenge. To address this challenge, MCK is undertaking a comprehensive review of the Media Council Act 2013 and the accreditation guidelines.
As the digital revolution accelerates, the core question arises: How can Kenya’s media adapt while upholding its integrity?
The question should be looked at in the understanding that the traditional definitions of a journalist, once grounded in newsroom experience and academic training, are being blurred by the rise of bloggers, social media influencers, and citizen journalists.
In this new reality, anyone with a smartphone and an interest can become a “journalist.” More questions emerge in this new normal: How do we define who qualifies to be a journalist in this digital era? Should every YouTuber, Instagram influencer, or anyone who reports current affairs on TikTok be subject to the same standards and oversight as traditional media houses?
As one ponders these questions, it turns out that this uncertainty around accreditation has led to a worrying trend of the erosion of media standards. While there are many reputable digital platforms, there are also those that prioritise sensationalism and click baits over factual reporting.
The report by the MCK based on the Council’s survey shows that there is a growing challenge of misinformation and declining public trust in media sources. With the proliferation of digital platforms, fact-checking has become more difficult, and many media consumers struggle to discern credible news from false news.
The viral nature of online content has further blurred the line between news and entertainment, creating a culture where unverified information spreads like wildfire. Kenya has already witnessed the consequences of fake news, especially around elections and national crisis, where misinformation has fuelled tensions and mistrust. This rise of fake news is not only damaging to the media industry but to the country’s democracy, as citizens are left vulnerable to manipulation.
With or without the disruption, accreditation remains a key pillar in ensuring professionalism in journalism. The solution lies not in opposing digital media but in adapting Kenyan accreditation systems to ensure accountability across all platforms. Respondents in the survey opined that MCK should evolve its accreditation processes to better fit the digital era.
The survey report suggests steps such as fully digitizing accreditation, incorporating independent content creators, and increasing transparency to combat the influx of quacks, untrained, and unaccredited individuals masquerading as professionals.
A challenge was thrown to MCK and other regulatory bodies to modernise accreditation processes to include digital journalists, while setting clear standards for content creation, regardless of the medium.
Another worthwhile suggestion is that media literacy campaigns should be rolled out nationwide to empower the public with the tools they can employ to discern fake news.
Time has come for Kenyans to appreciate that in this digital era, audiences are not just consumers of news; they are participants in the information ecosystem and must be equipped to navigate it responsibly.
To ensure the sanctity of media as a key component of nation building, media houses are duty bound to uphold their responsibility of maintaining media standards by only engaging accredited journalists.
Further, strengthening partnerships between MCK, the government, and media stakeholders will be crucial for ensuring compliance and maintaining standards.
Given that the disruption has not gone full cycle, Kenyan media can either rise to the occasion or risk falling into irrelevance as the wheels of transformation continue to spin.
The bottom line is that digital and traditional journalists should be held to high professional standards for the survival of media institutions and preservation of our democratic values.
The time to act is now, and this should be attained by adapting accreditation systems that are in synch with emerging trends and embracing digital innovation. This way, Kenya can build a media ecosystem that is both dynamic and trustworthy.
The good news is that the digital disruption has presented diverse and immense opportunities that cannot be overlooked. As the survey report highlights, digital platforms have broadened access to information and diversified content sources.
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Therefore, they offer unprecedented potential for collaboration, real-time reporting, and audience engagement. To maximize these benefits, there is urgent need for Kenya to embrace innovation while grounding its media sector in ethical practices and robust regulatory frameworks.
In conclusion, to preserve the integrity of Kenya’s media landscape in 2024 and beyond, regulatory bodies like MCK are challenged to rethink how accreditation and standards are applied across all platforms, by ensuring that both traditional and digital media remain accountable, credible, and ethical in their reporting.
By embracing change while upholding core journalistic principles, Kenya can lead the way in creating a media environment that is both innovative and responsible in the digital era.
Ms. Mwende works at the Media Council of Kenya. Her email address is mjackline3325@gmail.com.
