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.