Abstract:
The expansion of the democratic space and the freedom of the media in Kenya has
offered consumers choices on the access to and the content to consume. The alternative
media has found acceptance amid criticisms they do not adhere to objectivity as an
ethical principle in the practice of journalism. The aim of this study was therefore to
study the Weekly Citizen and the Sun Weekly and establish whether objectivity as an
ethical principle in the practice of journalism is applied in the alternative media. The
key research questions were: What is the status of ethical principles in the practice of
journalism at both the Weekly Citizen and the Sun Weekly; What is the place of
objectivity as an ethical principle in the practice of journalism by the two newspapers
and how do practitioners address challenges they face in the application of objectivity
as an ethical principle in journalism. The study was premised on the Social
Responsibility Theory which specifically addresses ethical principles. The research
adopted the qualitative approach while the research design employed was the multiple
case study. Purposive sampling was employed to identify 10 participants with sufficient
knowledge about the media that included two editors, two reporters, two leaders of
journalism bodies, two academics, one independent commentator and one
representative from the regulatory body. The data was generated through in-depth
interviews and document review. Thematic data analysis was employed to analyse the
data to establish similar themes with data presented in a narrative form using quotations,
summaries and paraphrases in conformity with the themes. The findings were:
knowledge levels on the importance of observing objectivity in the practice of
journalism in the alternative media was high but not the same can be said about
adherence; sticking to facts, fairness and right of reply were more critical to strive for;
and lack of resources was the weakest link in alternative media and should be addressed
to enhance compliance. The conclusion was objectivity was not something that
alternative media practitioners should be obsessed because there was no media that was
objective while the principle was termed as ambiguous, subjective and altogether
unattainable. The recommendations were the regulator should strictly enforce training
for practitioners than is the case now; periodically review the code of conduct while
creating awareness among practitioners and set up a fund to support alternative media
outfits in distress and at the same deal with malpractices in line with each media house
editorial guidelines and the laws of the land.
