Print Media Coverage of Youth Business Startups in Kenya: a Comparative Analysis of Hustle and My Network Magazines
Abstract
This study aimed at examining how the print media in Kenya specifically Hustle and My
Network magazines cover stories on business startups founded by the youth. The study was
anchored on four main objectives that seek to; a) Determine the amount of coverage given to
youth business startups by Hustle and My Network magazines b) Examine the priming of youth
business startups by the Hustle and My Network magazines c) Establish what subjects or issues
dominate stories on youth business startups in Hustle and My Network and d) Establish the
factors that determine coverage of youth business startups on Hustle and My Network magazine.
The study was anchored on three theories namely; Agenda Setting, Gatekeeping, and Priming
theories. The study used a mixed method approach. A code sheet was used to gather quantitative
data, whereas an interview schedule was used to collect qualitative data. The study utilized an
exploratory research design. Non-probability sampling specifically judgmental sampling was
used to get samples studied within the research period (January 2020 to June 2020). January
2020 to June 2020 was selected as it is the most current, and therefore featured any recent
changes that the magazine may have adopted over that period. The quantitative data collected
was presented using graphs and tables, while the qualitative data was presented in a narrative
format. After analyzing the data, the researcher found that both Hustle and My Network lack an
editorial policy on coverage of business ventures established by the youth. Stories on business
startups founded by the youth accounted for less than 15% of all stories published during the
research period. The researcher also established that there was no consistency in coverage, the
stories were not on prime pages and lastly the publications focused mostly on stories within
Nairobi and its environs. From the findings, the researcher recommended that a detailed editorial
policy be adopted by both publications to facilitate better coverage, allocate more space and give
prominence to such articles by placing them on prime pages (front and last) to enhance chances
of being seen by the intended audience, increase the number of pages in the magazines, to have
more space and therefore, the possibility of covering more stories. Lastly, the study
recommended that the publications can expand and cover more youth from outside Nairobi.
Publisher
university of Nairobi
Subject
Youth Business Startups in KenyaRights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- Faculty of Arts [657]
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