The Rise of Tabloidization of News in Kenya- a Case Study of the Nairobian

Abstract

This study intends to explore the rise of tabloidization of news in Kenya, a case study of The Nairobian. It seeks to examine the rise of tabloidization of newspaper media which has led to the marketing and ‘shaping of news’ to cater to the tastes of audiences and advertisers. The study uses descriptive research design as a process of collecting data in order to answer research questions concerning the status of the subjects in the study. This type of research attempts to describe such things as possible behavior, attitudes, values and characteristics. The study established that tabloidization has been on the rise in Kenya, as the newspaper under this study, The Nairobian, clearly shows from its headlines, its extensive reporting on Entertainment, celebrity gossip and other attention- seeking details regarding the prominent people in Kenya. The study concludes that tabloidization has been on the rise in Kenya, as the newspaper under this study, The Nairobian. It uses persuasion as a deliberate attempt to modify the attitude, beliefs, or behaviors of its consumers through the transmission of some message, achieved by how they frame their eye-catching headlines. Based on the findings, the study recommends: Improved media literacy which will not only enable citizens to understand the messages and information being disseminated but will help them identify the bias, spin, misinformation or lies and also evaluate what gaps there may be in such media content and for a newspaper to maintain its editorial independence, it needs to be well managed, efficient and financially self-sustaining. It should be able to receive revenue from a multitude of sources and not solely depend on advertising and circulation revenues to avoid superficial content or tabloidization of news.