The study paints a picture of a “hybrid” media system in which the romanticised “calling” of journalism clashes with the harsh economic realities of the post-Covid-19 era.
The Kenyan media landscape is often described as a vibrant, growing industry where journalists derive a strong sense of professional fulfilment.
However, a landmark new study I led reveals a sobering shift: while most Kenyan journalists still report satisfaction with their work, that satisfaction is rapidly eroding under the weight of stagnant wages, job insecurity and a looming mental health crisis.
The research, published in Journalism and Mass Communication Quarterly, is titled “Despite Lower Pay, Kenyan Journalists Express Higher Job Satisfaction: A Decade Later.”
We surveyed 1,022 journalists across all 47 counties and conducted semi-structured, in-depth interviews to assess the state of the profession in 2024–2025. The study paints a picture of a “hybrid” media system in which the romanticised “calling” of journalism clashes with the harsh economic realities of the post-Covid-19 era.
There is a gap in attending to the mental wellness of journalists and first responders.
Gentle slide or a steep drop?
According to the findings, 73.9 per cent of Kenyan journalists report being “satisfied” or “very satisfied” with their jobs. On the surface, this suggests a healthy profession. However, a closer look shows that overall satisfaction has declined by 9.1 percentage points since the last major survey conducted in 2012–2013.
“Passion drives us to work, but Kenyan journalists are significantly underpaid,” noted one interviewee. This sentiment is backed by data: more than six in ten journalists (62.4 per cent) expressed dissatisfaction with their monthly pay.
The income gap is particularly striking compared with a decade ago. Journalists at international news agencies, once considered the “gold standard” for pay in Kenya, have seen their typical monthly earnings drop from $1,875–$2,500 (Sh243,750–Sh325,000) to $875–$1,250 (Sh113,750–Sh162,500).
Newsroom “hygiene”
The study draws on the Motivation-Hygiene Theory to explain why journalists stay. “Hygiene” factors — such as salary and job security — do not necessarily make people love their jobs, but their absence leads to dissatisfaction. In Kenya, these factors are now the primary drivers of job satisfaction, overshadowing traditional professional ideals such as editorial autonomy.
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In a departure from Western media trends, the study found that having the freedom to choose or frame stories no longer significantly predicts whether a Kenyan journalist is satisfied at work. Instead, the strongest predictors are income stability and job security.
“While job autonomy may have been vital a decade ago, it has lost its significance because editorial control has increasingly limited reporters’ autonomy,” explained a study participant. “You are made aware of the organisation’s expectations and requirements, which you must adhere to.”
Burnout, the hidden crisis
For the first time in a major Kenyan study, burnout was measured as a key variable, and the results raise concern for media managers. The research found a direct negative relationship: as burnout increases, job satisfaction declines.
Kenyan journalists reported feeling “emotionally drained”, “frustrated” and “at the end of their rope.” This exhaustion is driven by the “platformisation” of news, where journalists are expected to produce constant multimedia content for social media alongside traditional reporting, often without additional pay. The COVID-19 pandemic acted as a catalyst, leading to layoffs that forced remaining staff to shoulder heavier workloads.
Blank screens of leading television stations NTV, Citizen and KTN and a live K24 one in the Nation newsroom on January 30, 2018.
Big divide
The study also highlights a geographical disparity: journalists based in rural areas report significantly lower job satisfaction than their urban counterparts. These professionals often face greater resource constraints and political pressure, with less institutional support.
The study found that male and female journalists report nearly identical levels of job satisfaction. This is despite the fact that women in Kenyan newsrooms continue to operate within a patriarchal system, where they may hold fewer senior positions or receive fewer opportunities. Interviews suggest this parity exists because pay is largely determined by rank rather than gender, and newsrooms have become more responsive to personal needs such as maternity leave.
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Call to action
An empty newsroom at Nation Media Group on May 29, 2020.
The implications for the health of Kenya’s democracy are significant. High job satisfaction is linked to ethical resilience and editorial independence. As satisfaction declines and economic pressure intensifies, the risk of “brown envelope” journalism and external influence increases.
“Comprehending job satisfaction is crucial for understanding the overall health of news organisations and the democratic societies they serve,” the study concludes.
If the “calling” of journalism is to survive in Kenya, media owners must look beyond employee “passion” and address the industry’s structural weaknesses. Without better pay, improved job security and a serious approach to mental health, Kenyan newsrooms may soon find themselves with plenty of “content creators” but very few satisfied, independent journalists — a worrying prospect ahead of the next General Election.
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The writer is an Assistant Professor at the Department of Communication, Georgia State University, Atlanta.
